Coaching is having a moment. Scroll through social media, and you’ll find everyone from life coaches to mindset gurus promising breakthroughs, transformations, and ‘limitless success.’ But in the rush to capitalise on the coaching boom, the true essence of coaching has become muddled. So, let’s cut through the noise. What is coaching—really? And just as importantly, what isn’t it?
Coaching Is Not Advice-Giving Coaching is not about telling people what to do. A real coach doesn’t prescribe solutions like a consultant or mentor. Instead, coaching is about facilitating self-discovery—helping individuals uncover their own insights, decisions, and actions. If someone claims to be a coach but spends most of the time giving advice or ‘teaching’ you how to succeed, they’re not coaching. They’re consulting—or worse, just making it up.
Coaching Is Not Therapy (And Shouldn’t Pretend to Be) A coach is not a therapist. While both professions focus on personal growth, therapy deals with healing the past, while coaching is forward-looking. Coaches work with clients to set and achieve goals—not to process trauma or diagnose mental health issues. The problem? Some self-proclaimed coaches blur these lines, offering deep emotional work they aren’t qualified for. Ethical coaches know when to refer a client to a licensed professional.
Coaching Is Not Just for the Struggling There’s a misconception that coaching is only for people who are stuck, lost, or underperforming. In reality, the best performers—executives, elite athletes, and top creatives—actively seek coaching to refine their skills, overcome blind spots, and accelerate growth. Think of coaching like a gym for the mind: it’s not just for those out of shape; it’s for those who want to push their limits.
Coaching Is Not a Quick Fix Transformation doesn’t happen in a single ‘power session.’ Real coaching is a structured, ongoing process that requires commitment from both coach and client. A few motivational chats won’t lead to deep behavioural change. If someone promises instant results through coaching, be sceptical. Sustainable growth takes time.
Coaching Is a Partnership At its core, coaching is a collaboration. A great coach doesn’t position themselves as the hero of your story; you are the protagonist. Coaching works best when it empowers clients to take ownership of their decisions, actions, and success.
The Bottom Line? Real Coaching Works Done right, coaching is one of the most powerful tools for personal and professional growth. But with so many misleading claims, it’s more important than ever to understand what coaching truly is—and to seek out those who practise it with integrity. So, next time you see someone calling themselves a coach, ask yourself: are they guiding, or just telling? Are they empowering, or are they selling? The difference matters.
