How to Choose a Life or Business Coach (Without Getting Fooled)

Coaching can be life-changing.
It can also be confusing, expensive, and—when done poorly—a waste of time.

Today, almost anyone can call themselves a coach. So the real question isn’t “Do I need a coach?”
It’s “How do I choose the right one?”

Here are a few clear, practical ways to evaluate a potential life or business coach—before you invest your time, money, and trust.

1. Look for results, not just inspiration

Inspiration feels good. Results change your life.

A good coach should be able to clearly explain:

• Who they typically help
• What changes their clients experience
• How those changes show up in real life (decisions, income, relationships, confidence, peace)

If everything sounds emotional but nothing sounds practical, be cautious.

2. They should be able to explain how change happens

You don’t need a technical lecture—but you do deserve clarity.

A solid coach can explain:

• What creates lasting change
• How they help people move past being “stuck”
• What happens when motivation fades or resistance shows up

If the explanation is vague, mystical, or avoids personal responsibility, that’s not a good sign.

3. Real coaching includes challenge—not just comfort

Coaching is not about being “fixed.”
It’s about being strengthened.

A good coach will:

• Ask questions that stretch your thinking
• Gently challenge your stories and assumptions
• Help you see blind spots you’ve been protecting

If a coach only validates how hard things are—without helping you move forward—you may feel supported, but you won’t grow.

4. Experience matters—especially the hard kind

Books and certifications matter.
Life experience matters more.

Look for a coach who has:

• Faced real pressure
• Navigated failure or loss
• Rebuilt, adapted, and grown

You don’t need someone perfect. You need someone who understands the terrain because they’ve walked it.

5. Pay attention to boundaries and expectations

Strong coaches are clear about:

• Time commitments
• Fees and structure
• Roles and responsibilities

Clarity creates safety.
Vagueness creates confusion and dependence.

If a coach is uncomfortable being direct about expectations, that usually shows up later in the work.

6. Notice how you feel after you talk with them

This is subtle—but important.

After a conversation with a good coach, most people feel:

• Clearer (even if challenged)
• More responsible for their life, not less
• Motivated to take action

If you feel emotionally lifted but unsure what to do next, that’s not transformation—it’s a temporary boost.

7. Ask this final question

Before you commit, ask yourself:

“Would I trust this person’s guidance when things get uncomfortable?”

Growth always gets uncomfortable before it gets better.
The right coach is someone you’d respect—and listen to—when it matters most.

Final Thought

A great coach doesn’t make you dependent.
They help you become more capable, more grounded, and more free.

Choose someone who:

• Tells the truth with care
• Believes in your ability to grow
• Has a clear process and human wisdom

Your future deserves that level of discernment.

You Can Stat with a Free Click Below. 

Jack Stanley BCC Schedule a Free 60-90 Minute Coaching Exploration Session