Coaching is About the Human, Not Industry Labels
Many coaching clients assume they need or would prefer a coach who understands the industry they work in. Unsurprisingly, many coaches market themselves based on their sector experience..
On one hand, if a coach understands a client’s sector, they might relate more easily to industry-specific challenges and build rapport faster through shared interests and frustrations. They could also offer sector-specific expertise. They just “get it” goes the argument.
However, for me, these are negligible benefits at best and counterproductive at worst.
The Foundation of Coaching: Human Connection
We build rapport through human connection—not industry jargon. Do we feel safe with this person? Can we speak freely without fear of judgment? Do we feel empowered, capable, resourceful, and whole in their presence? Do we feel truly seen and heard? These are the factors that determine rapport and the potential success of a coaching relationship.
In coaching, we are not offering advice. Therefore, we don’t need to have expertise in navigating industry-specific issues. Unless, of course, we are combining coaching with mentoring. If you’re seeking a mentor, it makes sense to work with someone who has walked in your shoes. Coaching, however, is about facilitating your journey—not offering a pre-determined roadmap.
If you’re unsure of the difference, your first step should be seeking to understand how mentors differ from coaches.
Who I Work With - Lots of Humans!
My clients include:
CEOs of multi-academy trusts, headteachers, and system leaders in education
The COO of a global international development company
The MD of a marketing and PR agency
The CEO of a diversity, equity, and inclusion consultancy
The Vice President of a global environment and agribusiness startup
The Head of Engineering at a market intelligence company
The Executive Team of a group of further education colleges
The Executive Team of a social enterprise
A senior diplomat in the Foreign, Commonwealth, and Development Office
Senior leaders of a global health organisation
The issues they bring to coaching are overwhelmingly human. They range from building their confidence to make unpopular decisions and navigating relationships to managing change, transitioning into new roles and finding balance in life.
What Matters More Than Sector Knowledge
Here are three qualities that matter far more in a coach than their familiarity with your industry:
1. A Commitment to Their Own Inner Work
To serve my clients fully—free from the influence of my ego or subconscious needs (like wanting to be liked or feeling the need to be “helpful”)—I must continuously do my own inner work. There is no end point where I am “fixed.” Instead, I view this as a liberating, lifelong journey.
2. Genuine Curiosity About You
A coach should be deeply curious about you: your passions, strengths, and whole self.
Curiosity is stifled when we think we already know. As I explore in my blog about our relationship with expertise, knowledge in coaching can be a double-edged sword. If I approach a client as an “expert,” I might:
Draw premature conclusions about their situation
Lead them to where I think they should go rather than where they want to go
Offer advice or jump in to “rescue” them
Resist feedback or ideas that challenge my beliefs
Dismiss people who think differently, attributing it to their “lack of experience”
Become complacent and stop learning
When I position myself as an expert, especially one who solely coaches people in a niche industry, and exhibit these behaviours, it can undermine my clients. They may start doubting their own instincts and feel more dependent on external advice.
3. Deep Care for Your Success
A good coach cares deeply about their clients as humans doing their best. This requires checking judgments and assumptions while meeting clients where they are, recognising they are the product of their unique life experiences.
My role is to see my clients in their full humanity and hold space for their growth. This means creating an environment of trust, respect, and belief in their potential.
Choosing the Right Coach
So, my advice (yes, I see the irony) is to seek a coach who makes you feel good on a human level—someone who is curious, empathetic, and wholeheartedly committed to your well-being. Ask about their journey and their process. What supervision do they access? What have they learned about themselves?
Be proud of your own sector experience - there’s nothing wrong with that - but approach your search for a coach with an open mind and place “industry knowledge” at the bottom of your list—if it makes the list at all.