Feeling invisible in a crowded coaching market? You’re not alone. 

In this episode of the Craft of Coaching podcast, we're giving you the real talk on the state of the coaching industry, including whether the coaching market is too saturated, and talk about what to DO about that. 

Learn how to shift from trying to stand out in a "crowded"market-- to building trust, resonance, and relationships that lead to sustainable business growth. 

Ever have a client push back hard on a reflection—not because the reflection was wrong, but because it hit a nerve?

That’s "identity threat" in action.

In this episode of the Craft of Coaching podcast, we dive into what’s really going on when a client rejects your insight because it challenges the version of themselves they’ve needed to survive. We’ll explore the psychology behind identity defense, how to spot it in session, and what to do when a client becomes emotionally dysregulated or shuts down.

You’ll learn how to stay grounded, avoid reactivity, and build trust in the moments where it matters most. Instead of pushing, we’ll talk about how to slow down, ask safety-creating questions, and create the conditions for lasting identity expansion.

If you want to master the art of trauma-informed coaching—and support deep, sustainable growth—this episode is essential.

And if you’re ready to go deeper? Our new course, Undercurrents , trains coaches to work at the identity level of change with skill and respect.

As coaches, we’ve all been there—you see what your client needs. You both know the actions that would help them break through. But they’re stuck. They hesitate. They say they want change, but their actions don’t follow. And suddenly, you’re caught between wanting to help… and pushing too hard.

In this episode of the Craft of Coaching podcast, we unpack what’s really happening when a client isn’t ready—and why your urgency can’t override their agency. You’ll learn why resistance is often a defense mechanism, not defiance, and how to work with—not against—a client’s inner pace. We’ll talk about how to name what you see without imposing, how to stay grounded in your role as a coach, and when it’s time to let go of the outcome.

This episode offers practical guidance and honest perspective for every coach who’s ever struggled with “wanting it more than the client.”
 If you want to create more powerful sessions without bulldozing your client’s process, this one’s for you.

If "clarity" is the main outcome you're selling on your sales pages and in your "getting to know you" calls, it might be time to stop over-focusing there. In this episode of The Craft of Coaching, we explore why selling clarity can create false expectations—and we're talking about what clients actually need instead.

While clarity sounds like a powerful promise, it can unintentionally trap clients in a perfectionist loop of waiting for the “right” answer. The truth? Real coaching happens when we help people build the capacity to move through uncertainty.

We’ll dive into how to reframe your marketing and your coaching approach, so you can stop promising what coaching can’t guarantee—and start delivering what truly transforms.

Plus, we’ll connect this approach to ICF Core Competencies and offer real questions you can use with your clients.

If you’re ready to become the kind of coach who helps clients build resilience instead of relying on certainty, this episode is for you.