What's Your Delusion Ratio

A study by Bain and Company in 2005

(You merely adopted the company, I was born in it, moulded by it etc etc)

Showed that 80% of companies think they deliver a superior experience, yet only 8% of customers actually agreed

Which means they have a delusion ratio of about 10:1

But what’s more interesting to me is that despite the number of coaches who will make reels, stories and other content about how they get ‘industry-leading results’ (whatever the fk that means)

Don’t get me wrong, industry-leading results would almost certainly satisfy clients.

That’s the problem though - the study also showed that 60-80% of customers who defected were those who said they were ‘satisfied’ on their last survey.

Which strengthens my view that ‘results’ are not the only thing that lead to customer experience when it comes to coaching

Now don’t get me wrong - they are a huge part of it. There’s no amount of refinement of their experience that will make up for them getting absolutely nowhere in terms of their goal.

One thing I think it’s useful to think about is if you asked coaches how to improve the experience for their clients, outside of the results they get?

It would be more ‘stuff’

Resources, check-ins, calls, touchpoints etc

In a world where we have lots of information access but little time and headspace, more stuff often detracts from experience, it doesn’t improve it.

I’m putting together something really exciting for the coaches inside Strong Collective Mentoring, as part of our new Behavioural Psychology Lab

Where we’ll look at the psychology of why people buy, act, share, stay and everything else we want them to do.

These are easy small changes based on lots of hard thinking about your audience - that will set your business apart from everyone else’s

The future of coaching is for the thinkers