When the Map No Longer Works: Why We Hire Coaches and How to Find the Right One
There comes a moment in many people’s lives when the road ahead disappears. You’re standing at a crossroads—or perhaps in the ruins of a road you didn’t choose to leave—and no one handed you a map.
Sometimes, it’s a decision you’re agonizing over. You know something has to change, but clarity hides behind the noise of self-doubt, fear, and expectation.
Other times, the decision was made for you. A layoff. A divorce. A loss you didn’t see coming. Life hands you a cracked mirror, and you’re left holding the pieces, unsure how to rebuild.
And then there are seasons of stillness. No crisis, no drama—just a vague, persistent sense of being lost. You’re doing all the things. You’re fine. But you’re not quite…you.
This is where coaching meets you.
Hiring a coach isn’t about having all the answers. It’s about having the courage to ask better questions—and the support to sit with them long enough to hear your truth.
Why Coaching Is on the Rise
We are living through an age of reinvention. More people are breaking free from linear paths, traditional roles, and inherited definitions of success. Coaching is rising because transformation is rising. And because, after change, many of us feel called to help others navigate change too.
But let’s be honest: the coaching world is saturated. And after scrolling past your hundredth “I help high-achieving women step into their power” or “I built a 7-figure business in 2 weeks and I can help you do it to” ad, you might wonder—is any of this real?
Here’s the truth: Not all coaches are created equal. But the right coach, for the right season, can change everything.
When It’s Worth Hiring a Coach
You’re making a big decision and need clarity. Coaches hold space for your process—without agenda, without judgment.
You’ve been forced into change and need to re-anchor. Whether it’s job loss, divorce, or any sudden upheaval, a coach helps you turn a chapter you didn’t choose into a doorway.
You feel stuck. Maybe you can’t name what’s wrong. You just know this isn’t it. A coach doesn’t hand you answers—they help you rediscover your compass.
You are working on something new, like starting a business or project and you need support and expertise to take some of the guess work out.
How to Find the Right Coach (Without Getting Overwhelmed)
Start with referrals. Ask trusted friends or colleagues who they’ve worked with, and what they liked about the experience or the person and see if that seems aligned with what you are looking for.
Follow them before you hire. Read their blogs. Listen to their podcasts. Join a free webinar. Does their voice stir something in you? Have you already learned from them and feel one on one support would be impactful?
Take advantage of free content. Many great coaches offer lead magnets, mini-courses, or assessments that let you try before you invest. Take advantage of these to start your work, it will generally only prepare you to optimize your experience with the coach if you do end up hiring them.
Ask the right questions. What’s their approach? Have they lived through something similar to what you’re facing? Do they offer structure, or is it intuitive? Many coaches do free 15 minute consults to share their approach, learn about you and see if it’s a fit. Use this time to get a sense of how your work together could look, and if you can feel comfortable with them. And most importantly—do you feel safe, seen, and stretched in their presence?
The Many Faces of Coaching
Coaches come in many forms: health coaches, mindset coaches, life coaches, executive coaches, creative coaches, business coaches, spiritual coaches. The type of coach depends of course on the reason you feel you need to hire one in the first place. Obviously if you need certain expertise, finding a coach for that specialty matters. If it’s more to get unstuck, or move through transition, it may be more important to align with someone you are comfortable with and trust, versus focusing on title.
How much should you pay for a coach?
There is no easy answer to this one, and it’s not always you get what you pay for. Coaching can range from $150 a session to tens of thousands of dollars for high end coaches or longer-term packages. In addition, coaches price themselves in different ways. What’s important is to understand is:
1. What’s your budget?
2. Are you looking to pay session by session or able to purchase a package? Many coaches sell packages which are a good idea because if you are going to commit to coaching, you will likely need more than one session. If you cannot afford to buy the package upfront, some might work on a payment plan as long as you commit.
3. How does the program fit your needs? Some packages offer specific structure so if you like a predictable model that's great, that said if you are looking for something more free form and intuitive this may not be aligned.
4. Know what success looks like for you. What would make the coaching experience feel like it was worth it and that you got your money’s worth?
Can AI be my coach?
AI is on the rise, and many are using LLMs such as Chat GPT for personal advice. Whether you want to engage AI as a support tool for you is a personal one, and your success doing this depends again on your needs, and your experience with AI. Here are some things to consider:
If you are using Generative AI a lot, it is keeping a memory of your chats, and effectively is ‘getting to know you’ in terms of your communications preferences and work based on how you use it. So it will speak to you likely in a tone you can understand and offer some advice.
AI’s outputs are only as good as its inputs. So knowing how to prompt is the key. The challenge with using AI as your coach is that you will need to clearly articulate the problem statement or situation in a way that would guide the AI to ask you the right questions and offer guidance.
AI is not empathic or intuitive. While it can use language that would signify it is, there is no replacement for human-to-human understanding and reading nonverbal communication, emotional sharing and someone that can really hold space to understand your needs and when to bring in techniques and tools to support you.
Final Word: Block Out the Noise
The coaching world can feel like a crowded bazaar of big promises and perfect filters. But the real magic happens far from the highlight reel.
The right coach won’t try to fix you. They’ll sit with you in the dark until you remember how to kindle your own light.
So if you find yourself at a threshold—ready to begin again, even if you don’t know what that looks like—you’re not alone. There’s someone out there with the right questions, the right presence, and the right tools to help you walk this next path.
Take our free assessment to determine the right type of coach for you and we can recommend coaches from our network -> people we have personally vetted and work with to take the guesswork out!
Just remember: you don’t need a guru. You need a guide. And you get to choose one who honors your time, your budget, and your becoming.
