Why I don’t brand myself and executive coach and why it matters.

In the coaching industry, titles often carry significant weight. With qualifications at the executive level and hundreds of hours of experience under my belt, I could easily label myself as an "executive coach." However, I consciously choose not to. Let me explain why.

First and foremost, I believe in the transformative power of coaching. It should be available to everyone, not just those in executive positions. The term "executive coach" perpetuates a divide—an "us and them" mindset—that I strive to break down. By branding oneself solely as an executive coach, the message sent is that only executives are worthy of or in need of coaching. This couldn't be further from the truth.

Coaching is about unlocking potential and facilitating change, regardless of someone's job title. Every individual, whether they are on the front lines or in the corner office, deserves access to the benefits of coaching. This inclusivity is core to my philosophy and practice. I have seen first-hand how powerful coaching can be for people at all levels within an organisation.

Furthermore, while I know and respect many executive coaches, I have a particular aversion to those who say, "I only work with senior leaders." To me, it’s a massive red flag. It can sometimes signal a prioritisation of status and income over genuine impact and connection. My focus is on real, meaningful change, not the clients job title.

It's also worth noting that by avoiding the executive coach label, I connect with a broader audience. I work with diverse groups, from emerging leaders to seasoned professionals, fostering a culture of growth and development that crosses hierarchical boundaries.

In summary, my choice not to brand myself as an executive coach is intentional and rooted in my core beliefs. Coaching is for everyone, and its power to drive change should not be limited by titles.

I stand by the principle that impactful coaching doesn't need an executive label—it simply needs to be practised with authenticity and a genuine desire to facilitate growth.