Unveiling the Coaching Industrial Complex: Beyond the Buzzwords
Unless you’ve been living on the dark side of the moon, you will have noticed that in recent years, the “coaching” industry has absolutely exploded. Personal development and self-improvement have become all the rage. BUT: in this cacophony of self-proclaimed experts, you can't help but wonder: are we witnessing a true revolution in empowerment or just…a revival of the snake oil salesman?
The Gold Rush
To understand the current state of the coaching industry, let's take a moment to look at what got us here.
While traditional business consulting was once the terrain of seasoned professionals with formal qualifications, a new breed of “coaches” has emerged in the past decade or so. These self-appointed authorities, armed with little more than catchy slogans and social media savvy, have disrupted the industry. And mostly…not in a good way.
With repeated financial crises, recessions, and (more recently) a goddamn global pandemic to break the camel's back, many people turned to "running your own business" as a last-ditch solution. A way to finally get some financial stability and independence, and to hopefully break free from this grind of working 96 jobs just to pay for a miserable little room in a miserable little house that they share with six people, three dogs and one chupacabra.
And THIS...seemed to have been the final straw. What had already been brewing for a few years before 2020, absolutely EXPLODED during the pandemic and nuked any semblance of sanity straight into orbit. As they say, "the best way of making money during a Gold Rush...is selling shovels". And shovels did they sell - and still do. As we navigate this brave new world of coaching, it's worth asking: what does this shift mean for those who are looking for genuine guidance and support?
Traits of the New Breed
What sets this new crop of coaches apart from their predecessors? Well, gone are the days of MBAs and corporate boardrooms; today's coaches thrive in the digital arena, where personal branding reigns supreme (AKA the “buy my stuff, because I survived an abusive marriage / have IBS / my kid is in a wheelchair / I used to be bald, fat and illiterate but now I’m hairy, skinny and rich” angle). But in this endless stream of motivational memes and success stories, one can't help but wonder: where's the substance?
Instead of offering concrete solutions based on expertise and hands-on experience within an industry, these modern-day wizards behind the curtain peddle vague promises of transformation and personal growth. But how many "mindset gurus" does it take to change a lightbulb? And more importantly, how much are you willing to pay for enlightenment?
The Dark Side of Coaching
While the coaching industry presents itself as a beacon of empowerment, the reality is far more sinister. Behind the polished facade lies a culture of manipulation and exploitation, where vulnerable individuals are duped into shelling out thousands for empty promises and hollow platitudes.
But how did we get to a place where "coaching" has become synonymous with quick fixes and overnight success? And when did personal development become a commodity to be bought and sold like snake oil?
As someone who's been burned by that industry, here's my advice to you: it's time to get clear, and ask the right questions. This means: stop getting distracted by fancy cars, shirtless flexing selfies in infinity pools (complete with braindead motivational fluff caption), and fancy storytelling. Instead, research the "coach" selling you the dream. Ask their former clients. Ask the coach themselves - how can they help you? Don't accept vague answers like "you just gotta trust the process" or "it's, like 99% mindset work anyway" - can they actually break down how they intend to take you from A to B? In a time where fluff and fortune-cookie platitudes are coming at you from all directions, it's time to get mercilessly clear.