We Designed Thinking Out Of Coaching

I’ve always considered the fact that we have designed thinking out of the coaching industry, to be a huge fking problem

We’ve pushed templates, scripts, hacks and everything else on coaches

Not only saying it’ll make their life easier, but convincing them they’ll be left behind if they don’t use them.

Every independent thought or decision automated away, autonomy robbed and individuality ignored

It was a problem then, and it’s more of a problem now.

Work has gone from being mostly reactive, to mostly proactive - thanks to what AI is able to do for us. We don’t have to be quite as ‘in the weeds’ as we used to, allowing more big picture time.

Most of our week will now be about deciding what matters - and we’ve trained that out of coaches.

They’ve been trained to regurgitate, edit templates, run other people’s funnels.

And there’s certainly a time and place for that, don’t get me wrong - but only if our own thinking goes in (so some of this is definitely on coaches to think harder for themselves)

It also maps onto a wider society issue - it’s better for optics to be seen to be ‘doing lots’ and not ‘sitting around thinking’

When execution is commoditised like it has been by AI, thinking is going to be the thing that we compete on

Curating information by combining knowledge, experience and taste to take people on a journey with us.

Which is why I worry for a lot of people in the industry - once you teach yourself to stop thinking, it’s hard to start

It’s easier to keep downloading templates, guides and buying ‘stuff’ - than it is to do your own thinking and execute on that