Coaching can be a powerful lever for leadership growth—if you choose wisely. In a largely unregulated market, here’s how to separate credible, evidence-based coaches from the rest.
Why this matters
Leadership coaching has grown quickly—and with it, the range of quality. Unlike law or medicine, there’s no single governing body that decides who gets to call themselves a coach. That flexibility creates opportunity and risk. The question isn’t whether coaching works; it’s how to find a coach who is both trustworthy and tested.
What to look for in a leadership coach
- Credible training and certification. Ask about formal education, supervised practice, and recognized credentials from organizations such as the International Coaching Federation. Not having this formal training or certification is a non-starter.
- Certifications to administer evidence-based tools (e.g., EQ-i 2.0 or Wiley’s DiSC) signal commitment to research-anchored practice. And make sure the tools are based on scientifically backed research and methodologies.
- A transparent, explainable methodology. Reputable coaches don’t “wing it.” They articulate a process (e.g., intake, assessment, goals, experiments, reflection, re-assessment) and explain why it is effective. They can connect their approach to leadership outcomes like emotional intelligence, decision quality, and team climate.
- Experience that translates. Look for pattern recognition across contexts. Has the coach worked with leaders at your level (first-time manager, VP, C-suite) and in comparable complexity? Ask for anonymized examples of challenges and results.
- Measurement and accountability. Strong engagements include pre/post measures (e.g., EQ-i 2.0, 360 feedback), clear behavioral goals, and milestones tied to business outcomes (engagement, retention, cycle time, stakeholder feedback).
- Ethics, confidentiality, and fit. Trust is the bedrock. Expect written agreements on confidentiality and boundaries. Equally important: chemistry. You should feel both supported and productively challenged.
Red flags to watch for
- Overpromising. Guarantees like “10× results in 60 days” oversell human development.
- One-size-fits-all programs. Minimal customization to your role, context, or goals.
- No evidence. Unwilling or unable to provide references, case snapshots, or outcome metrics.
- Vague methodology. If the process can’t be explained beyond “we’ll talk,” credibility is in question..
Final thought
Coaching works best at the intersection of science and relationship: credible tools on one side, trust and chemistry on the other. In an unregulated market, due diligence is your competitive advantage. Look beyond the title. Seek evidence, methodology, and fit—the real markers of credibility. Simply put, choose a coach the way you’d hire a key leader—verify training, demand a clear process, measure outcomes, and insist on ethical clarity and fit.