Imagine hiring a personal trainer who’s never actually trained anyone but has watched a few workout videos and read a book or two. Would you trust them to guide you toward peak physical fitness? Probably not. What about a person who has never run a successful business as a business owner themselves? Yet, in the business coaching world, this is the unfortunate reality for many.

In Australia, as of December 2024, The Business Advice Agency(BAA) estimates that over 158,725 individuals carried out tasks simulating a "business coach" according to statistics attained from the Australian Bureau of Statistics,(ABS), International Coaching Federation(ICF), Linkedin and Ai assessments. Only 1.57% of them hold appropriate / notable certifications like those from the International Coaching Federation (ICF) ( Based in Kentucky, America) or Australia's reputable Registered Training Organization (RTO) the Institute of Advisors based in Sydney. For an industry promising transformation and growth, this glaring gap in credibility should make every business owner pause.That’s the equivalent of claiming to be a Michelin-starred chef because you’ve mastered instant noodles.

But let’s not get confused as to how many are actually a “Business Coach” under this category according to these statistics. Some are in executive coaching, life coaches,and even accountants etc., - none of which are an actual certified “Business Coach”, so you need to distinguish between services.

Certified business coaches, however, are in a different league. They’ve undergone rigorous training, understand the science of decision-making, and have proven methods to deliver results. According to the ICF, businesses working with certified coaches see an ROI of 500%-700%. This isn’t theoretical—it’s what happens when structured expertise meets actionable strategies. Additionally, best case scenario, is to find a certified coach who has owned a successful business in your industry, as they can bring much more to the table.

Isn’t previous experience enough to be a Business Coach?

Why, you might ask, does certification hold such weight? Isn’t experience enough? Experience is valuable, yes—but without the structure and rigor of formal training, it’s just anecdotal guesswork. A "business coach" relying solely on personal experience risks applying a one-size-fits-all approach, failing to recognize that what worked for their business may not translate to yours. Every business is unique—its size, location, customer demographics, and even the personality of its owner play pivotal roles in its success. A certified coach understands this nuance, crafting strategies tailored to your circumstances, not theirs. After all, no two businesses—or business owners—are the same, and the charisma or drive of a coach cannot be blindly transferred to someone else. Certification ensures that strategies are grounded in proven methodologies, not personal assumptions.

Additionally, there are the "coaches" who join large organisations with little or no qualifications and subsequently undergo "in-house" training to be a coach, which is definately not the same as an RTO certification. No wonder business owners are confused!

Psychological barriers that prevent business owners from engaging with a coach

The psychological barriers that prevent business owners from engaging with a coach are varied. Some business owners have heard of poor outcomes from uncertified business coaches, or believe that business coaching is too expensive for them (without understanding the ROI guarantees from certified coaching)

Other barriers often stem from subconscious biases. The sunk cost fallacy, for instance, convinces us to stick with familiar but ineffective methods simply because we’ve invested time in them. Similarly, status quo bias tricks us into believing that change is inherently risky, even when staying stagnant is clearly worse. Certified coaches understand these mental traps and are trained to help business owners overcome them. They won’t just help you change; they’ll show you why change is necessary and how to embrace it strategically.

Take, for instance, the art of reframing challenges—a skill certified coaches excel at. Business problems often feel overwhelming because they’re poorly defined. Certified coaches act like a zoom lens, bringing clarity to chaos. What might seem like a massive hurdle becomes a manageable project under their guidance. This isn’t about empty optimism; it’s about shifting perspective to uncover actionable solutions.

Certified coaches also excel at behavioural nudging—those small but impactful adjustments that can drive outsized results. For example, a coach might notice that a team’s communication habits are causing delays and suggest a simple tweak, like adopting a structured meeting format. It’s not a flashy change, but its effects ripple through the business, improving efficiency and morale.

It’s worth noting that coaching isn’t a quick fix. (although actionable initiatives can be applied from day one) Certified coaches focus on long-term, sustainable growth. They don’t sell silver bullets or one-size-fits-all solutions. Instead, they tailor their approaches to each business’s unique needs, ensuring that every strategy aligns with the owner’s vision and goals. This personalized attention is why certified coaching works—because it’s rooted in the reality of your business, not generic advice.

“Better Business Coach” - raising the bar!

Providers like “Better Business Coach” (BBC) raise the bar even higher. Not only are all their coaches certified through the Institute of Advisors in Sydney, ( placing them in the elite 1.57% of coaches who can actually back their claims with proven expertise) but they also offer a range of additional resources to support business owners. From free consultations to free online courses and downloadable tools, BBC ensures that even those not ready for full coaching can access valuable insights and strategies. This approach fosters trust and accessibility, qualities often missing in an oversaturated market.

For business owners still sceptical, consider this: a certified coach isn’t a luxury item; they’re a necessity in a competitive market. The business world is littered with cautionary tales of companies that clung too tightly to outdated strategies, only to be eclipsed by those willing to adapt. Certified coaches provide the expertise, clarity, and tools to ensure your business doesn’t join that list.

And while the title “business coach” may be overused, the distinction of certification is not. It’s a marker of competence, rigor, and reliability in an industry where the barriers to entry are otherwise laughably low. When you work with a certified coach, you’re not just hiring a professional; you’re investing in outcomes that make their fees seem trivial by comparison.

The world doesn’t need more advice—it needs better advice. Certified coaches offer exactly that. They’re not here to flatter your ego or cheerlead from the sidelines. They’re here to challenge your assumptions, reframe your thinking, and deliver results that stick. So, the next time you dismiss the idea of hiring a certified coach, ask yourself this: can you afford not to?