The World of Coaching: A Rebuttal to NYT

According to a recent New York Times article, the coaching industry has come under scrutiny, with stories of individuals experiencing financial and emotional hardship after investing a chunk of their life savings in coaching programs. [Ref Article]

While these experiences are valid and concerning, it's important to recognize that these outcomes often result from two things. First, inadequate due diligence when selecting coaching programs and second, a lack of clarity about the business aspects. I’d like to highlight the importance of informed decision-making and the key foundational steps needed to succeed in this career, and that goes for any other field.

Understanding Certification and Accreditation

The New York Times article underscores the rapid growth of life coaching and the lack of standardized accreditation, which can lead to potential exploitation. While it’s true that the industry is largely self-regulated at the moment, this does not mean that standards and reliable programs don’t exist. If you are thinking of coaching as your next career move, you should certainly prioritize researching accredited institutions, such as those recognized by the International Coaching Federation (ICF). The ICF provides a comprehensive credentialing system and a code of ethics, ensuring that certified coaches meet professional standards.

I’m listing some basic key steps here:

• Research Accredited Programs: Accreditation refers to the approval of coaching programs by reputable organizations. Before enrolling in a coaching program, make sure that it is accredited by an organization such as the International Coaching Federation (ICF). Accredited programs undergo rigorous evaluation and maintain high standards of education.

• Understand Certification Processes: Certification, which is different from accreditation, refers to the credentials that coaches earn upon completing accredited programs. If you compare and contrast, you’ll notice that the better coaching programs provide a varying degree of comprehensive credentialing systems and hopefully a study of the code of ethics, making sure that certified coaches meet professional standards.

• Investigate the Curriculum: A high-quality coaching program should offer a robust curriculum that includes practical coaching skills, ethical considerations, as well as some level of mentor supervision and feedback process. As an example, during my certification process, I had my certification leader, two mentor supervisors AND my own certification coach!

Finding the Right Coaching School

The NYT article speaks about individuals who invested heavily in coaching certifications only to find themselves disappointed. Choosing a reputable program is important in any field, why should that be less important for coaching? Selecting programs with a strong reputation and proven track record is just as important for coaching as for any other practice.

A few criteria:

• History and Reputation: Choose programs/schools with a long history of experience and positive industry reputation.

• Comprehensive Training: Ensure the program covers all aspects of coaching, including theory, practice, and ethical standards. Note that business training may not be included and if you have had no prior business experience, it might require a separate dedicated exploration.

• Transparent Pricing and Outcomes: Reputable institutions will provide clear information about costs and perhaps realistic outcomes post-certification.

An additional element I personally paid attention to was to find a program that supported my learning style. Besides audio/video/remote/in-person, a program with cohort-based learning and flexibility in between modules was important for me. I love to take time to assimilate, to practice, and to connect and discuss experiences. You may have other criteria, take time to figure that out. Only YOU know your learning style!

Learning What It Takes to Build a Coaching Business

Realistic Expectations and Business Acumen: Becoming a successful coach doesn't happen overnight. The NYT article showcases the disillusionment of individuals who expected immediate financial success after certification. Building a coaching practice requires time, effort, and planning. Think years, not months. Its like any other startup, except you are an all-in-one band.

Consider the Silicon Valley Boom Eras: Just as the tech boom promised immense wealth for those who quit their jobs to become entrepreneurs, many found the journey more challenging than expected. Success stories often gloss over the hard work, long hours, and strategic planning required to build a profitable business in any field.

Counterpoints to the NYT Article Assertions

On the “Opaque Underbelly” Claim: While the article suggests widespread issues within the coaching industry, it's important to recognize that many coaches operate with integrity and professionalism. Personal due diligence is key to mitigate many risks.

On the “Expensive Dream” Claim: Investing in education and certification is common across all professional fields. Expecting instant success without the necessary groundwork and experience is unrealistic. Transparent and reputable programs provide guidance on the expected journey to building a profitable coaching business.

On “Vulnerable to Exploitation” Claim: In any booming industry, there are always potential pitfalls. However, exploiting vulnerability can be largely avoided through proper research and by adhering to ethical standards such as those set by the ICF. Choosing mentors and trainers with proven track records and legitimate credentials is another way to solidify your training.

Takeaway

The coaching industry, like any other, has its pitfalls and challenges, but with the right approach, it offers immense potential for personal and professional fulfillment. Conduct thorough research, select reputable programs, understand that coach training and business training might require separate investments, and set realistic expectations. Much like the entrepreneurial journeys seen in Silicon Valley tech booms, success in coaching involves hard work and strategic planning. Make informed choices for a rewarding career in coaching.

Ultimately, informed decisions and realistic expectations pave the way for a successful and fulfilling coaching career. There are many good coaching schools. Reach out for an informational chat if you want to hear about Co-Active Training Institute, the program I certified with.