The Evolution of Coaching

The Evolution of Coaching

I had a fabulous call with my coach yesterday about the evolution of coaching. He challenged my thinking on something important.
‘They had it easy’ thinking.
I was talking about my group programme, The Business of Coaching, which helps coaches get clients. One sticking point I see in my work is coaches hitting publish on their website and then ‘waiting’ for the clients to roll in.
I mentioned that, as he started coaching 18 years ago, he probably didn’t have to do much marketing as social media wasn’t such a big thing and there were hardly any other coaches around.
He shared a different perspective. Yes there were less coaches around – but less people understood the value of coaching. Even organisations weren’t bought into it let alone the ‘average’ person.
Despite being an introvert, he went to networking meetings which he didn’t particularly enjoy. He did lots of training for organisations which wasn’t his specific love (his joy is 1:1 coaching). He put himself out there and sought out opportunities.
The story of opportunity
He told me a story of a shoe factory who sent two marketing scouts to a remote region of the country to decide whether they were good places for business expansion.
One sent back a message back grimly, ‘Situation hopeless – no one wears shoes here’.
The other wrote back excitedly, ‘Brilliant business opportunity – they have no shoes here’.
How often do you spot opportunities?
When you are thinking about starting or growing your coaching business, do you fall down the trap of thinking:
  • It was alright for them because they’re ‘that’ type of person.
  • It’s easy for her, she’s an extrovert.
  • It’s different for them, they have loads of corporate experience.

Or do you think…

  • Coaching is something most organisations are pursuing, there are so many opportunities to be had.
  • With the rise in awareness of mental health there’s lots to tap into.
  • The great resignation is here so there’s bound to be people looking for coaching.
Optimism really is a feeling to be learned
I am a firm believer in ‘what you focus on grows’.
The most successful coaches I know have a daily practice to recognise those habitually negative thoughts, and to challenge them.
They might do things like:
  • Daily gratitude
  • Journaling
  • Meditation
  • Affirmations
Our thoughts are a construction of our own making and, with careful attention, they can be continually rewired.
You are unique
We all have a unique gift inside of us. Each and every one of us. Some people are courageous and step into it. Some are lucky enough to make a living from it. Others may have locked it away, worrying about what the world will think. Your gift is unique. And you need to share it.
If you’re reading this thinking ‘well I’m not as good as them so why would anyone want to talk to me when they can talk to them’…just know that it just takes one person to light something in you.
What if you’re that one person for them?
Here is a poem my coach shared with me at the start of my coaching journey which I hope inspires you to take action today.
Our Deepest Fear
Our deepest fear is not that we are inadequate.
Our deepest fear is that we are powerful beyond measure.
It is our light, not our darkness
That most frightens us.
We ask ourselves
Who am I to be brilliant, gorgeous, talented, fabulous?
Actually, who are you not to be?
You are a child of God.
Your playing small
Does not serve the world.
There’s nothing enlightened about shrinking
So that other people won’t feel insecure around you.
We are all meant to shine,
As children do.
We were born to make manifest
The glory of God that is within us.
It’s not just in some of us;
It’s in everyone.
And as we let our own light shine,
We unconsciously give other people permission to do the same.
As we’re liberated from our own fear,
Our presence automatically liberates others.
So what does all this mean for you?
Well, if you’re thinking about becoming a coach in 2022, there are some important things to keep in mind. First of all, you are unique. You have something special to offer to the world that only you can. Secondly, create some daily rituals so that you remember that.
The world needs you to step forward.
Whenever you’re ready, there are 3 ways I can help you grow your coaching business:
1. Love coaching but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.
2. Just qualified or in training and wishing someone would just tell you EXACTLY how to go from a qualified coach to a qualified coach with a meaningful coaching business with actual paying clients? Download these 10 Easily Implemented Steps to Building a Profitable Coaching Business.
3. If you’d like to work directly with me to build your business so you get paying coaching clients quickly you can learn more about how I can help you here.




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.