In an era where leadership is defined by agility, resilience, and strategic foresight, executive coaching has become an essential lever for transformation. Not just at a personal level, but at an organisational level. Investing in a coach is an important investment, however, how do you know you have picked the right coach for you and your organisation?
Yet not all coaches are created equal.
While anyone can call themselves a “coach,” the difference between an impactful executive partnership and a costly misstep, often comes down to one crucial factor: credibility.
But how do you know if a coach is credible?
Many successful business leaders, who may have sold their businesses, are claiming to be expert executive coaches, with no training whatsoever. Lived experience is really important if you are a mentor, but not necessarily as a coach.
Mentoring is the act or process of helping and giving advice to a less experienced person, especially in a job or at school.
Today’s leaders can’t afford to gamble on advice disguised as coaching or well-meaning conversations. Especially not when they are paying for the privilege. Coaches can often reinforce dependency when they are untrained. Instead, it is vital that anyone investing in coaching, for themselves or their business, must seek out qualified, experienced, and accredited coaches (particularly those certified by the International Coaching Federation (ICF) who, in our opinion and based on extensive research, bring not only gravitas but rigorous ethical standards, a scientific psychological foundation, and a commitment to ongoing personal development.
Mentoring is not coaching.
The ICF defines coaching as “partnering with clients in a thought-provoking and creative process that inspires them to maximise their personal and professional potential” and sets the global benchmark for coaching professionalism. Coaches who are accredited by the ICF, such as at ACC, PCC, or MCC levels, have undergone a comprehensive training program, demonstrated real-world coaching hours, and passed stringent assessments and examination. As a result, and most importantly, they commit to a code of ethics and core competencies that ensure coaching is safe, structured, and results-oriented.
This matters because the stakes at the executive level are high. When a CEO or C-suite leader receives poor coaching, often based on anecdotal experience rather than proven methodology, it doesn’t just affect them. It ripples through the business: decision-making slows, confidence erodes and leadership capacity diminishes.
“Telling reinforces dependency; coaching develops capability.”
Paul Walker, CEO
More Than Experience: The Discipline Of An Executive Coach
It is important to understand that there is a growing trend of individuals calling themselves “coaches”, often based on business or role success alone. But the ability to grow a business, or be successful in a board role, doesn’t automatically translate to the ability to coach others to do the same. In fact, the most effective coaches know how to withhold advice, ask powerful questions, and challenge constructively, techniques learned through formal training, supervision, and deep personal reflection.
Often executive coaches coach you through things you don’t want to hear, help you see what you struggle to see and empower you to unlock your potential and maximise growth.
True executive coaching is a disciplined, high-impact process. It blends behavioral science, adult learning theory, and organisational psychology – to support leaders in driving change. Qualified coaches bring these tools to bear with intention and expertise – enabling transformation that sticks.
Reflective Practice and Supervision Are Non-Negotiable
Experienced executive coaches invest in supervision, which is the structured reflective practice with another qualified professional. Supervision sessions examine their work, manage bias and continuously sharpen a coach’s effectiveness. Supervision isn’t optional. It is a sign of a coach’s commitment to their clients’ success and their own development.
Without reflective practice, coaches risk projecting their own beliefs, missing critical dynamics or creating dependency rather than empowerment. With supervision, they model the kind of self-awareness and accountability they expect from their clients. It ensures client are getting the best coaching in return for their investment.
For leaders, working with a coach who is committed to supervision and CPD (continuing professional development) means entering into a partnership rooted in rigor, ethics, and excellence – not ego or improvisation.
A Coach Builds Capability, Not Dependence
One of the hallmarks of skilled executive coaching is that it develops leadership capability, not reliance. The goal isn’t for a coach to stay with a leader indefinitely, nor to become an advisor. It’s to build the executive’s ability to think more strategically, act more decisively, and lead more authentically – long after the engagement ends.
Accredited coaches are trained to contract clearly, define measurable outcomes, and structure engagements to ensure sustainability. They uphold the belief that real coaching success is when the client no longer needs them.
If you are worried you are not getting value from your coach, or that a coach may not have the credentials they claim, then reach out to us and have a free 30-minute consultation. Afterall, when organisations select ICF-accredited coaches, such as our Co-Founder Steph, who are actively learning and being supervised, they’re not just investing in a leader, they’re investing in the future health and success of their organisation.
