What's the difference between a business coach & consultant?

blog 2018
Written By Andrew Ford

Today I want to announce that I am coming out of the closet...I'm really a business coach! (I know it's not what some would expect from that statement, especially after last week's pink shirt video, anyhow:). 

So, what's the difference between a consultant and a coach, and does it really matter?

After running my consultancy firm Social Star for the last five years based on the premise that we are consultants in personal branding and digital marketing, I realised that the core competency and natural skill I have is as a coach. Not really a big announcement I know, but to be honest, I was uncomfortable owning that label as I am not formally trained as a coach so my 'inner voice' held me back from stepping fully into that role. I was happy being a consultant but I realised that it perhaps wasn't the best thing for my clients.

The catalyst for the change was actually one of my clients. Darren Bourke is the business coaches' coach. He is also very successful and one of the best blokes I know. After spending a year working with him on his brand I realised that he is a coach, but one who offers strong advice, not just passive questions. He reminded me of how I like to operate and begged the question, was I more like him than I thought? (more about Darren here.)

My understanding of the difference between a coach and consultant, from a client's perspective, is that as a coach you don't have to be the most successful at the task, but you need to be able to ask the right questions to help the client better understand the correct decision to make. A consultant, on the other hand, is an expert at the task and can advise you on what to do. This is where I was confused as I have built a big personal brand and have a lot of experience in digital marketing so I like to give specific advice on what they should do.

"A business coach works with you to develop the skills you already have. They work to bring out the “best” of you." 

What I found over the years however, was that I ended up taking over their branding work as I had the knowledge and resources to do so. The client relinquished control and after our engagement were not empowered to run their brand. Coaching them with my experience on what to do, teaching them and providing them with the understanding and lessons is a better model for their long term business health. So is that consulting now or coaching?

"A business consultant is more of an expert you turn to for help with your business. They teach you skills you don’t know, analyze your business and create an action plan for you to implement." 

I know it's just a label, but how you position yourself in your industry matters when you do your own marketing, so I am throwing it out there for debate! I am opening the conversation to my knowledgeable community to see what the best description is for what I do and also if you think it makes a difference.

Go!

Andrew

PS Quotes taken from a a great article in the HuffPost.

Andrew Ford
Marketing expert Andrew Ford, the founder of Social Star, has discovered the secret of ‘Powerful Branding’. With a fire for unleashing people’s inner brand and developing business models to generate profit from an individual’s passions, Andrew leverages ground-breaking digital and social media marketing techniques to create digital strategies for clients to attract maximum opportunities. Having established a strong name for himself in the field, Andrew blends traditional business techniques with now-necessary tools for entrepreneurs to achieve scale, quality, and influence in their niche. Andrew’s comprehensive business background and qualifications consist of a Bachelor of Business (Marketing) (RMIT 2003), a Graduate Certificate in Management (MBA Executive Program, University of Sydney 2005), and a Masters of Entrepreneurship and Innovation (Swinburne University 2011). Continually on the cutting edge of his own education, Andrew has tested his marketing theories in forums such as the BCG Business Strategy Competition, which he won in 2005 against all Victorian MBA schools, and the Venture Cup Business Plan Competition (Swinburne University 2003), which he won in the Masters category. With experience working at Hewlett-Packard, Sensis (Telstra) and IBM, Andrew also has mentored dozens of junior staffs to help them achieve their professional goals. Meeting and influencing high-profile public figures helped Andrew to realise just how many professionals require more understanding and control of their public brands or appearance, and need help with the skills to use the many amazing free tools at their disposal to generate success. At Social Star, Andrew consults with clients to uncover their personal brand – both where it is today and where it can be tomorrow – and refine and define how that should be displayed in social media in order to attract their perfect target audience. Andrew mentors his clients to rapidly grow their business’ audiences, resulting in larger potential client bases and higher revenue. Applying formulas that integrate over twenty years of Andrew’s business experience and fifteen years of formal business education, Social Star specialises in building clarity and velocity for clients’ brands using the ‘Understand, Build and Leverage’ methodology. ‘Having a Personal Business enables people to have an authentic, congruent connection with their valued clients and partners, using their brand as the bridge,’ says Andrew. ‘I’m highly driven to work with the new breed of entrepreneurs and small business owners – people who have a passion for making the world a better place. Traditional business models are stepping aside as people follow their innermost dreams and my role is to see them operate within their values while creating wealth. Some people think you have to sacrifice what you love to be successful in your business, yet it is actually the opposite. Follow your passion and success will come.’ Lecturing at Swinburne University from 2009 to 2011 on brand dynamics and digital marketing, presenting at numerous conferences, and consulting to hundreds of clients, Andrew has seen his philosophy work that if you follow your unique path, based on your skills, experience, values and goals, you will automatically attract the opportunities you desire and achieve the success you deserve. Living his mantra, Andrew has created a successful business and attracts high-profile clients including musicians, athletes, authors, models, entrepreneurs, professionals and small business owners, helping them find their ‘why’ in their business and fulfilment in their lives. Business for Andrew is more than work, it’s personal. Running a personal business means that he is able to fulfil all of his values rather than separating his life from work. It supports his two boys while providing social opportunities, educational development, fitness opportunities, spiritual fulfilment and many valuable friendships. Social Star has now become the vehicle for Andrew to crystallise his mission in the world, to help people love what they do, supporting his ‘why’, that if more people loved what they did, the world would be a better place.
http://www.andrewford.com.au/
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