A coach's real value comes from identifying the single biggest threat to a business and fixing that first, not just addressing problems in their specialty. Like treating a heart attack instead of a bunion, prioritizing what actually keeps the business alive separates great coaches from good ones.
I show you something. I got a proposal here. I'm folding it up so you can't see any of the information to disclose this from. But it's a invoice or it's a proposal for $9,900 and change. And it's to fix a problem inside my business. And I have no doubt they'll fix the problem. And it is a problem I have in my business. It's not the biggest problem, and that's the problem. That's what differentiates good coaches from great coaches. At any given time, there's a specific vital need a business has that has to get resolved. And there's other needs that aren't priority. Now imagine you get called into the doctor's office, like, oh, my God, he's having a heart attack. We gotta fix this. Or she's having a heart attack. Being equal here, and the doctor is a podiatrist, and. And she says, well, your feet, you know, they could use a little fixing, too. You're having a heart attack. Just because the podiatrist works on feet doesn't mean that's what you need now. And even though you have an issue, it doesn't need to be fixed now. It's not the vital need. What is the critical need in the business? That's what great coaches do. We don't go in with our myopic view. I'm a sales coach, therefore I fix sales problems. I'm a HR recruiting specialist, therefore you need better people. We go in and say, what is the biggest problem that your business has? We must identify that first and fix that, because everything else we fix may be a problem, but it's not going to keep your business healthy. Be a great coach. Find the vital need, the thing they need to fix next. That is what great coach does.
