What Does A Business Coach Do?
What Does A Business Coach Do?
I’ve been asked this question a lot over the years, by clients, colleagues, and plenty of people who assume business coaching is either vague, fluffy, or only for people who are lost. It’s not.
I understand the confusion. Executive Coaching, Business Coaching, Career Coaching, Life Coaching, Leadership Coaching… the list keeps growing. When it comes to business coaching, there’s no single definition of what a coach should actually do, and like anything in life, it depends who you’re working with. But the outcome of business coaching should always be a positive impact on your business or your performance.
For me, business coaching isn’t about giving people answers (when that happens, we’re moving into mentorship). It’s about helping people think more clearly, see what they can’t see for themselves, and make stronger decisions. It’s about building a business that works, not just in terms of growth or profit (though those may be objectives we work toward!), but in a way that supports your own capacity, energy, and direction.
That starts with objectivity.
When you’re too close to your business, and most founders and leaders are, it’s hard to see the full picture. You miss patterns. You overlook blind spots. Decisions get shaped by urgency, legacy, or emotion, rather than by strategy.
As a business coach, what I bring is an outside-in view: A fresh pair of eyes, a sounding board you don’t have to manage. I work with people who already know what they’re doing. They’re not looking for someone to fix them. But they value having someone who’ll ask the right questions (not just the easy ones). Someone who’s worked with, and inside, over 100 businesses. Someone who can challenge their thinking and help them step back from the detail long enough to make better, more aligned decisions.
Sometimes that involves working on-site, face-to-face, inside the business itself. Some clients find it helpful for me to walk the shop floor, see the operation in motion, meet team members, and get a first-hand sense of the culture and complexity. Other times, we deliberately meet offsite, or online, because it creates a cleaner coaching space, away from the distractions of daily operations.
There’s no one-size-fits-all. The aim isn’t to embed myself in your business, it’s to support how you work on the business, and why you work in it the way you do. You don’t employ me to run it for you.
One client came in thinking they had a hiring issue. In reality, what we uncovered together was a structure problem, they were hiring for roles that didn’t need to exist, because they hadn’t revisited their service model in over three years. Coaching wasn’t about fixing the recruitment plan. It was about questioning the design.
In another case, a founder was reluctant to let go of delivery, even though they had a full leadership team. They weren’t stuck; they were emotionally connected to the work and unsure whether stepping back meant stepping away. Would things still run without their closeness? Could they trust others to carry the same standards? Together, we explored where they added the most value, and redefined their role to reflect the next stage of growth. The art of delegating well.
Coaching is rarely about grand interventions. More often, it’s small, sharp shifts in thinking, supported by someone who sees what you might be missing.
It’s not about having someone cheer you on (though I do, and I hope other coaches would too, when things are going great!). Business coaching is having someone work with you who helps you steer better.
Coaching is personal. You need someone you trust. Someone who gets how you think. Someone who won’t get pulled into your day-to-day or try to lead your team, but who will help you lead yourself, better.
Like in sport, having a coach isn’t a sign you’re struggling. It’s a sign you’re serious about your performance.
So, if you’ve ever wondered what a business coach actually does, I hope this has given you a clearer sense. The right coach won’t try to be your manager, your mentor, or your business partner. They’ll be in your corner, an objective sounding board and thinking partner. They will be your quiet advantage.
Choosing the Right Coach: What to Ask
Coaching is personal, and it’s important to find someone who fits you, your business, your mindset, your goals. Not every coach will be right for every client, and that’s a good thing.
When choosing a business coach, especially if you’re looking for strategic thinking, performance support, or executive-level guidance, take the time to ask questions that give you a clearer picture of their experience and approach.
Here are a few questions that might help:
- What kind of businesses have you worked with, and in what capacity?
(Look for breadth and depth. A coach who understands the nuance of different sectors can bring insight beyond your current circle.) - Do you have experience in business growth, leadership development, or operations strategy? (Depending on your goals, it helps if your coach has real-world experience in the areas you’re trying to strengthen.)
- How do your coaching sessions usually work: in person, onsite, or virtual?
(Think about what will help you get the most value. Sometimes stepping away from the business environment is the key.) - How can you help to balance personal leadership with commercial performance? (If you want your business and life to be aligned, make sure your coach can help you integrate both, not just one.)
- What’s your coaching philosophy? (Every coach has one. It’s useful to hear how they see their role, how they define success, and whether their approach will stretch, not just support you.)
You’re not looking for someone to tell you what to do (if you need this then you need to be looking for a mentor or a coach who can do both). You’re looking for someone who’ll challenge your thinking, uncover blind spots, and strengthen the way you lead.
If you’re serious about performance, just like in sport, working with the right coach might be the edge that moves everything forward.
Author: Sarah Brennand
