If you're here, you're thinking about hiring a coach. 

As a founder, how do you decide: 

1. If you need a coach? 
2. What kind of coach you should work with?
3. How to find the right coach?

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After interviewing over 1,600 executive coaches and performance psychologists, and matching dozens of Series A to C founders to one of the 48 coaches in our network, we've learned what it takes for founders to find and engage the right coach, and our goal here is to share those insights with you in a step-by-step guide.

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The Process of Finding a Coach

The 8 Steps are:

1. Define what you want
2. Determine if you need a coach or something else
3. Identify the type of coach you need
4. Get introductions
5. Vet your options
6. Choose the best fit
7. Structure a deal
8. Start the engagement

This blog covers Step 4.

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"Growth and comfort do not coexist" - Ginni Rometty, CEO of IBM

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Step 4: Get Introductions / How to Source a Coach

Now that you have a clear sense of what you want to address and the type of coach you need, the next step is to find them. Here are some common methods founders use to source coaches:

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Founder Friends 

• Pros: Your founder friends may have experience with executive coaches, either currently or in the past, and can offer valuable recommendations.
• Cons: The coaches they used might not be the ideal fit for your particular situation, industry, or role.

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Investors and Advisors

• Pros: Your investors and advisors often have connections with coaches and can recommend a few. While you might hesitate to share your coaching needs, most investors are open to it and should be able to provide a shortlist of 2-4 well-known coaches.
• Cons: The coaches they shortlist may not be selected based on your specific goals and sometimes you may not be comfortable talking to your investors about wanting a coach.

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Cold Outreach

• Pros: You have full control over doing your research and choosing who to contact.
• Cons: Many of the best coaches have full practices and operate on referral only, but cold outreach can work if done thoughtfully. While not always the most successful method, it never hurts to try. 

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Coaching Marketplaces: 

• Pros: Large marketplaces like Torch and BetterUp offer cost-effective coaching options.
• Cons: They generally offer a lower quality experience. These coaches are not vetted thoroughly so our recommendation is if you look through a large marketplace, vet very thoroughly.

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Matchmaking Services:

• Pros: Matchmaking services, like Titan and others like it, offer a personalized experience when you're searching for a coach, helping you to clarify your needs and matching you with highly curated potential coaches. At Titan, our coaches have worked with founders of early-stage startups to companies that have IPO’d.
• Cons: Matchmaking services charge a fee, and while they typically offer access to some of the best coaches in the world, this often comes with a hefty price tag.

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Who you’ll meet

Executive coaches come from various professional backgrounds, each bringing different perspectives:

Ex-Founders include serial successful founders, post-exit founders, previous VC-backed founders, and previous bootstrapped founders.

Core substance

• Reasons for
  
  • Has done 0 to 1
  • Has large network
  • Has operated?
• Reasons against
  
  • Most expensive
  • Hasn’t always scaled beyond 0 to 1

Pros: 

• They have real-world experience with success and failure
• They are more likely to understand, envision, and help plan for the evolved version of you and your company. 
• They have extensive networks and industry knowledge to provide connections, advice, and opportunities. 
• They bring knowledge of raising capital, managing investor expectations, and understanding financial strategies. 

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Cons: 

• They are the most expensive type of coach you can work with, given their experience and success.
• They might be more removed from the experience of early stage culture. 

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Startup Executives include COO, CFOs, CTOs, CROs, etc.

Pros:

• They are better for navigating the fast-paced, ever-changing startup environment.
• They have experience in managing the day-to-day responsibilities and usually have specific and relevant domain expertise.
• They deeply understand the nuances of building and leading small, agile teams, and creating a strong, collaborative culture from the early stages.
• They understand how to work with a tight budget and plan for short-term growth (e.g. managing hiring plans for the next quarter).

Cons: 

• They may have experience with specific startup stages (e.g., Series A vs. Series C) rather than across all stages, so you may need to find a new coach once your company reaches a specific level of growth.

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Large company executives include high-profile roles such as CEOs, Presidents, and other leaders from well-known corporations.

Pros:

• They are ideal if you're scaling and need guidance on managing large teams and operations.
• They are experts in corporate structure, office politics, and change management (e.g. navigating AI impact on traditional industries), which can help clients navigate office challenges and develop strategies for influence. 
• They also are excellent at marketing products or ideas on a global scale, and can help you navigate supply chain management and logistics.

Cons:

• They might not fully understand the nuances of startup culture or the unique challenges faced by early-stage companies.

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Ex-Military/Consultants include high-ranking veterans and former employees of consulting groups like McKinsey, Deloitte, etc.

Pros:

• They can instill a high level of discipline and focus, which can help clients develop better work habits. 
• They have experience forming and leading teams in high-stress and high-stakes situations, which translates into strong leadership skills and the ability to handle complex challenges. 
• They are incredibly resilient and are usually very clear and direct compared to other types of coaches.

Cons:

• They may not have the domain or industry expertise you’re looking for.
• Their coaching style might be more rigid or structured, which won’t work for everyone.

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Clinicians include performance psychologists and therapists who also do business coaching.

Pros: 

• They are educated and often possess advanced degrees in human behavior and psychology. 
• They approach coaching with a holistic focus on understanding human behavior and motivation. 
• They are skilled in diagnosing complex mental health problems, a skill that translates well into helping clients navigate business challenges and personal development issues (and the complex integration between the two). 

Cons

• They tend to focus on inner work, so if you are looking for a focus on skill development, they are not the coach for you.
  
• They may have limited experience with specific business contexts or industry-specific issues.
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What’s next

Now that you’ve sourced a few coaches, it’s time to vet them.

What is holding you and your company back from the next stage of growth? 

Apply to become a part of Titan’s next monthly cohort here: https://www.withtitan.com/apply

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