Who Is a Business Coach?
A business coach is more than a consultant or mentor—they are a partner who helps entrepreneurs and executives set goals, build strategies, and stay accountable. Learn what business coaches do, why they matter, and how to choose the right one.
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Many entrepreneurs and executives turn to business coaches for support. While often confused with consultants, mentors, or trainers, business coaches have a distinct role: they work with individuals or teams to enhance performance, clarify goals, and ensure accountability.
Business coaching is growing in response to the rising demand for continuous professional development. As companies face rapid changes in technology, customer expectations, and global markets, leaders need more than technical expertise. They benefit from clear guidance to make informed decisions, manage stress effectively, and implement strategies efficiently.
A business coach is someone who helps entrepreneurs, executives, and managers clarify their vision, set measurable goals, and create strategies to reach those goals. Unlike consultants, who often offer solutions, coaches focus on asking the right questions, guiding reflection, and helping clients find their own answers.
The International Coaching Federation (ICF) defines coaching as “partnering with clients in a thought-provoking and creative process that inspires them to maximise their personal and professional potential.” This definition captures the collaborative nature of the relationship: the coach is not the boss, but a partner in the growth process.
A business coach usually helps with:
1. Goal setting, which clarifies both short-term and long-term business objectives.
2. Strategy development, where actionable plans are created to reach those goals.
3. Accountability, ensuring that commitments are met with regular check-ins.
4. Leadership development, which strengthens decision-making, communication, and team management skills.
5. Problem-solving, assisting entrepreneurs in tackling challenges with new perspectives.
For instance, a small business owner struggling to scale would need to work with a coach to improve delegation skills and develop more effective operational systems. An executive would need to work with a coach to refine their leadership style during a company restructuring.
Business coaching is gaining popularity because it gets real results. For instance, research published in the Journal of Positive Psychology found that coaching helps individuals improve their performance, manage themselves effectively, and achieve their goals in various areas. According to the International Coaching Federation, 80% of people who receive coaching report feeling more confident, and over 70% notice improved work performance and stronger relationships.
In Nigeria and many other parts of Africa, entrepreneurs are seeking support to navigate challenging markets, and executives are adapting to changing work environments. Business incubators and accelerators, such as the Tony Elumelu Foundation Entrepreneurship Programme, now include coaching or mentorship because they recognise guidance as equally important as funding.
Business coaching is different from other similar roles. Here’s how they compare:
Mentors share personal experience and advice.
Consultants analyse problems and provide solutions.
Coaches guide reflection and hold clients accountable for their own solutions.
All three roles help people grow, but coaching is unique because it focuses on accountability and skill development, rather than providing direct instructions.
Not all coaches are equally effective. If you are an entrepreneur or executive looking for a coach, keep these points in mind:
1. Look for coaches who are accredited by well-known organisations.
2. Choose someone who has real experience in business leadership or entrepreneurship.
3. Find a coach whose style fits your personality and supports your goals.
4. Evidence of results, such as testimonials or case studies from previous clients.
Finding the right coach is just as important as choosing to get coaching in the first place. If you and your coach are not a good match, your progress may slow down. But when the partnership works well, you can move forward more quickly.
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