How to Make the Most of Coaching (Even if You Think You Don’t Need It)

When people hear I’m a business coach, I often get one of two reactions:

“Oh, interesting! I think I know someone who could do with that.”
Or: “Coaching’s great, for people who are struggling.”

For sake of clarity: coaching isn’t a last resort. It’s a performance tool, not a rescue remedy.

In fact, the most successful people I work with aren’t in crisis, they’re curious. They’re looking to think differently, lead more effectively, or shift something in their business that feels stuck or stale. Coaching helps them explore ideas, challenge assumptions, and grow as leaders, not because they’re lost, but because they’re ready for what’s next.

Coaching ≠ Mentoring

It’s worth clearing up a common confusion. Coaching isn’t the same as mentoring.

A mentor typically draws on their own experience. They’ll say, “Here’s what I did when I was in your shoes.”
A coach, on the other hand, helps you access your own thinking. They’ll ask, “What’s the real challenge here?” or “What haven’t you considered yet?”

Mentoring is incredibly valuable, especially when you’re new to a role or sector, but it has limits. It’s rooted in someone else’s journey. Coaching, however, helps you uncover what will work for you, in your context, with your strengths and values.

That’s why good coaching often feels like a nudge into uncomfortable territory. You’re not being given the answer, you’re being supported to find a better one.

So, Who Is Coaching For?

Coaching is for people who are:

Scaling a business and feeling the stretch
Leading a team that’s hit a plateau
Making decisions with long-term implications
Wanting clarity around priorities, purpose, or energy
Noticing patterns they want to shift (in themselves or others)

One of my clients said recently, “I didn’t think I needed a coach. But now I see how much I was carrying around in my head, unchecked.” That’s a common theme. Coaching provides a structured space to think, really think. And in today’s world of constant noise, that’s rare and powerful.

Making the Most of Coaching

If you're considering coaching, or working with a coach already, here are three ways to get the most from it:

Come with a willingness to be challenged. If it feels too comfortable, you’re probably not going deep enough.
Don’t wait for a crisis. The best time to build capability is before you need it.
Be honest with yourself. Coaching isn’t about impressing someone else. It’s about unearthing what’s real and workable for you.

Coaching isn’t a fix, it’s a catalyst. You don’t need to be struggling to benefit. You just need to be open to doing the work, asking better questions, and thinking differently.

And if that sounds like something only other people need… maybe it’s time for a conversation!

Antony