The coaching world is so flooded and saturated now that it’s diluting the meaning and the value of the word coach. Using the word coach also forces into a box, individuals who can drive change at so many levels for clients. 

It’s important for coaches to understand that there are two forces in coaching, the content in your head that makes you highly effective, and what’s effective at marketing and creating demand.  

What direction is coaching taking, and how can we respond to it? In this episode, renowned business strategist and bestselling author, Ken Foster talks about why the word coach is losing its relevance.