Two coaches walk into a Monday morning meeting. One is brimming with hope, enthusiastically discussing new possibilities and opportunities awaiting in the ever-evolving world of coaching.

The other is worried because the market changes have left them very anxious. LinkedIn enquiries have taken a nosedive, and enquiries overall have come to a halt, a massive difference from how things were two years ago.
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I recently conducted a poll that revealed two clear trends: some coaches are optimistic about the future of coaching, while others are concerned about its impact on their businesses.

To be honest, that fear is understandable, especially as we now find ourselves in what I call the AI age, where technology is rapidly changing the way we live and work.

AI, depending on how you use it, can feel like a helpful ally. If you listen to others, it can seem like a big threat.

In some respects, AI is very positive, for example, tools to help you analyse data, do calculations, and develop marketing messages. These can save you time, and speaking to a lawyer recently, she mentioned that a contract review, which used to take four hours, can now be completed in just 27 minutes.

AI also presents the opportunity to reflect your ideas back to you, sometimes in too much of an encouraging light, as it’s always positive – it’s like a friend who is always full of praise, but sometimes that positive tone needs to be taken with a pinch of salt.

Used well, AI can help you see what makes your service different. It can reveal strengths you may not see in yourself. But as helpful as these tools are, here’s what I see that AI still cannot do.

It cannot empathetically understand why you are stuck. It can give advice and provide access to information and strategies which were unimaginable a few years ago, but with all of that information to hand, you may still not do what you are supposed to do.

Stuck in a fear loop of endlessly searching for more messages and information, and you still don’t act -because at the core, you are afraid to actually do something.

Fear keeps you paralysed.

If you’re someone who can read words of encouragement and follow steps into action great. However, that’s not typical. Many people need something else: someone who can listen, ask incisive questions, and stay in the inquiry long enough for something real to surface.

The real reason is that despite all of the information, they do nothing.

Some of my biggest breakthroughs didn’t come from Claude or ChatGPT; they came from sitting with a coach who asked those incisive questions, then knew how to wait.

They allowed the silence to land, long enough for the answer to reveal itself. That kind of patience and presence is irreplaceable. The human connection you get from sitting with someone who truly listens. That is gold.

The coaches most challenged by AI aren’t unskilled. They’re often excellent technicians, great when they’re “on the dance floor.” Their main challenge is visibility, putting themselves forward and asking for the business.

I’ve had to work hard to overcome this myself.

Instead of fearing obsolescence due to AI, many coaches now face a tougher challenge: reviewing and repositioning their services to stay relevant.

Now is not the time for another certificate, valuable though they are. It’s time to get clear about the problems you solve, the pain clients feel, what they gain from the status quo, and, most importantly, be able to show your impact.

And if, after all that, you’re still afraid to take that first step to market yourself, remember that you are not alone, and that is where I can help you.

Don’t let fear, doubt, or impostor worries dictate your next move.

Choose courag. Step forward into the new age of coaching and take the action your clients need.

I have space for 8 coaches this month for a 30-minute proposition review.

We’ll look. I’ll ask you three key questions about your practice. No talk of AI tools, certificates, or trends, just a conversation on the results you deliver and the high-value clients you’re overlooking.

If nothing useful emerges, there’s no next step.

If something breaks open for you, you’ll know—and we’ll take action. Book here – https://calendly.com/morton-1/coach-sessions

Until we meet

Morton
PS
I’m taking six companies through our 2025 Ready: Strategic Architecture Blueprint in January. 2 days. Complete plan with 90 implementation. 6 months of accountability. Email: value@mortonpatterson.com

Reply to this email with “AUDIT”, and I’ll send you our complete 2025 Year in Review Audit framework (free, no strings).