Back in 2021 when my partners and I were launching Marathon Ventures, I looked for a coach. I struggled to find one that had the proper practical experience, training as a coach (I was looking for a coach, not a mentor), good chemistry, and a price I could afford (the average coach for YC founders charges ~$1k per session and celebrity coaches can charge up to $20k per session). I was lucky to find a former colleague with the experience I was looking for and was open to giving me a 70% discount. Four years and 100+ hours of coaching later, I am writing the article I wish I could have read back in 2020.
First things first, why should you believe me? Since launching Cocora we have facilitated over 1k coaching sessions with clients in the US, Spain, Colombia, Mexico, Brazil, El Salvador, and Panama. I am also a certified coach with 60+ hours of coaching training and 100+ hours of coaching. Every year, we help hundreds of individuals connect with coaches who will help them transform, and that is our mission at Cocora.
Now, back to finding the coach you were looking for. Below are the things I evaluate when looking for a coach.
- Objective: What do you want to accomplish with your coach? Do you want to become a more effective leader? If so, what specifically do you want to improve? Is it stronger communication skills, effectively connecting with others, managing difficult conversations, managing stress, or thinking strategically? Each one of these will require a different approach and timeline.
- Style: Do you want a coach who will assertively challenge you? Do you want a coach who will ask you thoughtful questions very kindly and calmly? Do you want somebody who will send you a comprehensive plan, including OKRs and KPIs, or somebody who will be more flexible and let you guide the coaching engagement? Different coaches will have different styles, and you want to choose one that resonates with you.
- Experience: Most coaching schools will disagree with me, but there is value to working with a coach who understands your context. Whereas you do not want somebody telling you what to do or sharing biases based on her (or her coachees’) experiences, knowing what you are going through can help them guide you more effectively. Additionally, they can play a mentor-coach role, occasionally stepping away from their coach role to advise you on technical challenges. To be clear, your coach is not your mentor, and you do not need somebody with more experience than you do in your industry. Nonetheless, having somebody in roles similar to yours or who helped others with similar challenges will go a long way.
- Price: If you are like most people looking for a coach, you have no idea how much to pay. You can get coaches who will work with you for free (coaches need hours to get certified); others will charge $20k or more per session. Ultimately you need to decide how much you are willing to invest in yourself. I would determine this as a function of:some text
- Impact: Will this accelerate your career, improve your company's chances of success, or help you overcome a major professional blocker? If so, how much is it worth to you?
- Budget: What is your current budget? How much are you comfortable investing right now? Can your employer help by sponsoring some of it?
You can develop a range you feel comfortable with by evaluating these two. You do not want to go bankrupt, but you do not want to sacrifice the impact you are looking for to save a few dollars.
- Chemistry: This is probably the trickiest one but likely the most important one. For a coaching relationship, you must feel comfortable with your coach. You must work with someone you respect and trust with your biggest challenges and deepest fears. A coach will not be a friend (he or she needs to look after your best interests, even if that means saying things that could make you uncomfortable); a coach will be deeply committed to your professional and personal goals.
Choosing the right coach will transform your life. It’s an investment in your future and a journey of self-discovery. The right coach will guide, challenge, and help you reach your full potential. At Cocora, we’ve seen how the right coaching relationship can unlock success and fulfillment. So take that step, find the coach who resonates with you, and start your journey to becoming the best version of yourself. Your future self will thank you.
