Today I want to announce that I am coming out of the closet...I'm really a business coach! (I know it's not what some would expect from that statement, especially after last week's pink shirt video, anyhow:).
So, what's the difference between a consultant and a coach, and does it really matter?
After running my consultancy firm Social Star for the last five years based on the premise that we are consultants in personal branding and digital marketing, I realised that the core competency and natural skill I have is as a coach. Not really a big announcement I know, but to be honest, I was uncomfortable owning that label as I am not formally trained as a coach so my 'inner voice' held me back from stepping fully into that role. I was happy being a consultant but I realised that it perhaps wasn't the best thing for my clients.
The catalyst for the change was actually one of my clients. Darren Bourke is the business coaches' coach. He is also very successful and one of the best blokes I know. After spending a year working with him on his brand I realised that he is a coach, but one who offers strong advice, not just passive questions. He reminded me of how I like to operate and begged the question, was I more like him than I thought? (more about Darren here.)
My understanding of the difference between a coach and consultant, from a client's perspective, is that as a coach you don't have to be the most successful at the task, but you need to be able to ask the right questions to help the client better understand the correct decision to make. A consultant, on the other hand, is an expert at the task and can advise you on what to do. This is where I was confused as I have built a big personal brand and have a lot of experience in digital marketing so I like to give specific advice on what they should do.
"A business coach works with you to develop the skills you already have. They work to bring out the “best” of you."
What I found over the years however, was that I ended up taking over their branding work as I had the knowledge and resources to do so. The client relinquished control and after our engagement were not empowered to run their brand. Coaching them with my experience on what to do, teaching them and providing them with the understanding and lessons is a better model for their long term business health. So is that consulting now or coaching?
"A business consultant is more of an expert you turn to for help with your business. They teach you skills you don’t know, analyze your business and create an action plan for you to implement."
I know it's just a label, but how you position yourself in your industry matters when you do your own marketing, so I am throwing it out there for debate! I am opening the conversation to my knowledgeable community to see what the best description is for what I do and also if you think it makes a difference.
Go!
Andrew
PS Quotes taken from a a great article in the HuffPost.
