In the last few weeks, I’ve taken on three new coaching clients with a striking similarity.
They all came to me looking for ‘business coaching’, and yet, none of them own businesses.
Instead, they’re senior leaders in their organisations, responsible for teams, performance, and big decisions.
So, in truth, what I’m helping them with is better termed ‘executive coaching’ – and there’s a big difference.
But first, why does it matter?
The blurry line between business and executive coaching
By looking for business coaching my new clients made a clear investment in their future. They know that they are at the heart of the success of their organisations, and they know that by serving the business better they will also improve their own output and skills – and chances of progression.
Now it’s true that business coaching and executive coaching share a lot of tools and approaches. Both are rooted in listening, questioning, challenge and support, and both create space for reflection, growth, and better decision-making.
But they usually differ in context, focus, and goals.
Business coaching – or at least the way I do it – is typically aimed at owners, founders and CEOs. People who are right at the top, and are responsible for the success or failure of their organisation.
Business coaching usually focuses on:
- Strategic direction and business planning
- Prioritisation and work-life balance
- Commercial performance
- Hiring and the struggle to delegate
- Confidence in decision-making
- Leadership and personal effectiveness
It also comes with a deeper exploration of personal goals and values, since the business is often so closely tied to the person running it – and it’s so often lonely at the top.
Executive coaching, by contrast, usually supports senior leaders such as Heads of Department and Directors.
It tends to focus more on:
- Leading teams
- Managing upwards and collaborating with other senior leaders
- Navigating complexity or politics
- Strengthening communication and influence
- Building resilience, both personally and in their teams
- Delivering on performance goals
- Finding ways of building on the success of the business
The main differentiator here is that whilst an executive has to lead within an existing structure, a founder often has more power to change it.
How do you know what kind of coaching you need?
The honest answer is that you probably don’t need to worry too much about the label.
What matters more is:
- The challenges you’re facing
- The outcomes you want
- The kind of support that will help you get there
Some people need strategy. Some need space. Some need accountability. Some need encouragement. Often, it’s a mix of all of them.
Whether you’re leading a company or leading within one, coaching can help you clarify what you want, identify what’s getting in the way, and take action with more confidence.
So it’s less about titles, and it’s more about timing.
The difference coaching can make
If you’re in a senior leadership role and you’ve only heard of business coaching, you might assume it’s ‘not for you’.
But it might be exactly what you need – just under a different name.
Equally, if you run your own business but find yourself struggling with internal confidence, imposter syndrome or managing your team, you might assume you need a consultant to help improve your operations. When actually, coaching could be just the thing. After all, do you really want to be told what to do ?
Whereas coaching is about creating space. So that you can think better, make smarter decisions, and have a clearer sense of the direction of your professional life. Whether you’re a founder or a senior leader.
Final thought
Coaching isn’t just for owners – and it’s not just for people who are struggling either. It’s for people who are ready to grow and find better ways of achieving their goals.
If that sounds like you, and you’d like a space to think it through, let’s talk.
Kind Regards,
Chris