What does it mean to be authentic as a coach?

What Does It Mean to Be Authentic as a Coach?

One of the questions I’m often asked is:

What does it really mean to be authentic — especially as a coach?

Over the last 22 years, I’ve trained and supported literally thousands of coaches. And one thing I’ve noticed again and again is this:

Most people become coaches because they genuinely want to make a difference in people’s lives.

Coaches are deeply heart-centered.
They care.
They want to serve.

That’s why we choose this path in the first place.

But something interesting happens after the initial training phase.

People go through the first few months.
They learn the skills.
They start to feel confident as a coach.

And then a new thought appears:

“Now I need to grow my coaching business.”
“Now I need to get clients.”

And this is where things often start to feel… strange.

Where Coaches Get Stuck

Up until this point, the identity is clear:

“I’m a coach. I’m here to serve. I’m here to make a difference.”

But when it comes to getting clients, something shifts internally.

Suddenly it feels like:

“Now I’m not a coach anymore — now I’m a marketer.”
“Now I have to sell.”

And here’s the truth:

Most coaches didn’t become coaches because they wanted to become marketers.
They didn’t get into this work because they wanted to sell things.

Coaching feels like service.
Marketing feels like selling.

And when those two feel separate, something fractures inside.

One part wants to love, serve, and support.
Another part feels forced to sell.

That internal friction creates tension.

And over time, it can make people question the entire path:

“Maybe this coaching thing isn’t for me.”
“Maybe I’m not meant to do this.”

But the problem isn’t coaching.

The problem is a distorted understanding of what getting clients actually is.

The Shift That Changes Everything

Here’s the reframe that brings things back into alignment.

Let me ask you a simple question:

Why did you become a coach in the first place?

The answer is almost always the same:

Because you want to serve.
Because you want to help people.
Because you want to do something meaningful with your life.

So what if getting clients wasn’t about marketing or selling at all?

What if it was simply about sharing your joy?

That’s exactly what I’m doing right now.

I’m sharing something that matters to me.
I’m sharing my perspective.
I’m speaking from the heart.

I’m not expecting anything in return.

And yes — some people might watch this and think:

“I love this. This resonates. I want to learn coaching with Braja.”

Others might watch and think:

“This isn’t for me.”
Or even:
“I don’t like this at all.”

And that’s not a problem.

The point is not to attract everyone.
The point is to be authentic.

Authenticity means something very important:

When you’re authentic, many people will not like you.

That’s not failure.

That’s truth.

Most people will feel neutral.
Some will feel resistance.

But a small number of people will feel something deeper.

They’ll feel seen.
They’ll feel spoken to.
They’ll think: “This person speaks my language.”

And those are the people you’re meant to work with.

Authenticity Creates Alignment

Here’s something important to understand:

If you use techniques, tactics, or psychological tricks to get someone to join your program…

They’re not joining you.
They’re joining the technique.

And when they experience the real you, there’s often disappointment.

It’s far better to be honest upfront —
so what people see is exactly what they get.

Consistency builds trust.

Authenticity builds alignment.

We don’t need hype.
We don’t need manipulation.
We don’t need NLP tricks or persuasion tactics.

What we really need is this:

To be ourselves.
And to share what we truly stand for.

What I Stand For as a Coach

For me, coaching is about helping people become truer to who they really are.

It’s about discovering:

• their calling

• their purpose

• their deeper reason for being here

I see coaching as one of the most beautiful vehicles for this kind of discovery.

When we ask deep, powerful questions, we help people reconnect with their authentic self.

And there’s something else that matters just as much:

I am my first client.

This isn’t just work I do for others.
It’s work I live.

And when you remember that, something relaxes.

You no longer need to perform.
You no longer need a script.
You no longer need to pretend to be someone else.

You can simply show up.

You can share your joy.
You can serve.
You can speak from the heart.

And that’s what people feel.

A Gentle Invitation

I wanted to share this reflection with you today.

If you’re feeling drawn to coaching, and you want to explore this work more deeply, you’ll find a link somewhere below this video.

We run a coach training program through Academy for Coaches.

If it resonates, explore it.
If it doesn’t, that’s perfectly okay too.

Either way, thank you for being here.

Take care.
Until next time.