Competitors or Collaborators? The Truth About the Coaching Industry with Tim Brownson

Sarah welcomes a guest you might not expect: Tim Brownson. While they both teach coaches how to find clients, Tim and Sarah prove that collaboration is far more powerful than competition.

Together, they pull back the curtain on the coaching industry, dismantling the myths sold by training schools and having a candid conversation about the "charlatans" giving the profession a bad name. They also dive deep into the controversial topic of AI, exploring why fear is holding many coaches back from the future.

Key Takeaways

• Competition vs. Collaboration: Sarah and Tim discuss why they don't view each other as rivals, despite working in the same space. They explore why many coaches hold their cards close to their chest out of fear, rather than embracing community.
• The "Field of Dreams" Myth: The duo critiques the pervasive lie told by training organisations: that if you are a good enough coach, clients will simply find you. Tim shares his own experience of having a wall full of certificates that brought him "the grand total of no clients".
• The Reality of AI in Coaching: Far from believing AI will never catch on, Tim predicts it will "wipe out coaches at the bottom end" who compete on price. They agree that while AI shouldn't be used to churn out lazy content ("sludge"), it is an essential tool for productivity and thinking.

Memorable Quotes

"We genuinely believe that our success came purely from having good conversations and quality coaching, but we fail to recognise the structural advantage that we started with." — Sarah Short

"I think AI is going to wipe out coaches at the bottom end... the kind of person that's looking for the cheapest coach is the kind of person that's going to turn to AI first." — Tim Brownson

"Brilliant coaches with no clients and the shit coaches with loads of clients because they understand marketing and that's just how it is." — Tim Brownson

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