Blog 3

Why Every CEO Needs a Coach (Even If They Don’t Think They Do)

It amazes me how many CEOs and founders hit serious challenges in their business without ever seeking professional guidance. Making key decisions about your company’s direction, leadership style, or whether to scale—or even shut down—are some of the most significant choices you’ll ever face. And yet, very few business leaders bring in a coach when they need it most.

Let’s be clear: hiring a business coach doesn’t guarantee your company will thrive. Some leaders have even told me that their experience with coaching left them more confused, overwhelmed, or frustrated. The truth is, while most coaches mean well, not all are equipped to guide a growing or struggling business. That’s why I want to offer a few key points to consider if you’re thinking about working with a coach.

Find a coach who is trained and experienced in business—not just mindset. Too often, people call themselves coaches because they’ve read a few books or gotten a certificate online. That’s not enough. True business coaching requires an understanding of leadership, operations, strategy, accountability, and most importantly, how people grow under pressure. A life coach can be helpful in certain areas, but business coaching calls for someone who knows what it’s like to sit in your seat and face real market-driven stakes.

Make sure your coach is biased toward progress, not just process. A great coach isn’t there to endlessly analyze why things are broken. They’re there to help you fix what’s not working and create a plan that drives action. Ask them how they define success in a coaching relationship—and how they measure it. If the answer is vague or overly theoretical, keep looking.

You should feel challenged, not judged. Your coach isn’t your best friend, and they’re not your therapist. But you should feel respected and understood. If a coach is condescending, too agreeable, or makes you feel like they’ve got all the answers, that’s a red flag. The best coaches help you discover your own insights, not impose theirs.

Be cautious of coaches with rigid systems or “one-size-fits-all” formulas. While frameworks are helpful, your business is unique. If your coach insists that there’s only one way to grow or scale, or tries to squeeze you into their mold, you’re likely to outgrow them quickly—or worse, be steered off course.

Know that a good coach won’t make decisions for you—but they will help you make better ones. If they say things like, “You just need to fire your whole team,” or “It’s time to pivot your whole business,” without fully understanding your context, walk away. That’s not guidance. That’s ego.

Set clear goals early on. Without goals, coaching becomes little more than expensive venting sessions. A great coach will help you define measurable, specific objectives and hold you accountable for hitting them. If you’re not seeing movement after a few sessions, it’s worth raising the issue—or rethinking the match.

Stay future-focused. If your coach is constantly bringing things back to your childhood or your past failures without helping you move forward, they may not be the right fit. Reflection is important, but action is everything. Your time and money deserve momentum.

Most business problems are solvable. Don’t let a coach convince you that you’re stuck or broken. Human beings are incredibly adaptable—and that includes CEOs. You are capable of learning new skills, making better decisions, and turning things around. A great coach helps you see that and believe it again.

Trust your gut. If the coaching is helping, you’ll feel it. If you’re just treading water, you’ll know that too. Don’t stick with someone out of obligation. Coaching should move you forward—not leave you spinning in place.

And finally—ask around. The best coaches get business through word-of-mouth, not flashy ads. If a peer you trust raves about their coach, pay attention. Referrals are worth more than slick websites or Instagram quotes.

So don’t give up on coaching—just give up on bad coaching. You’re building something important, and you deserve a partner who will help you do it better, faster, and with more clarity than going it alone.