A comprehensive guide that outlines five evidence-based best practices for selecting a coach based on more than 1,600 interviews with executive coaches and performance psychologists.
Choosing a coach is tough. This person will guide you through high-stakes decisions and sensitive issues as your company scales — and the cost of bad advice is enormous. Coaches need time to get up to speed, so picking the right one first time matters and the best way to make this choice isn’t always obvious.
Over the past eight years, the team at Titan has interviewed over 1,600 executive coaches and performance psychologists. We've worked with some of the best coaches in the world—supporting the founders of Instagram, LinkedIn, Brex, Lattice, Tonal, VizAI, and OpenSea, among others.
This short guide breaks down five best practices based on our learnings to consider what to look for in a coach—how to test their approach critically, why discomfort is a sign you’re growing, and what indicates true expertise.
Let’s begin with the first step:
Before committing to a coach, you should experience what working with them feels like. Have an introduction call or meet them in person and come prepared with a real, pressing challenge—something that is top-of-mind, a problem you want to solve. Treat this conversation as a ‘taste test’ of what’s to come.
The right coach will leave you feeling clearer, more confident, and equipped with new perspectives—not just listened to. If the session feels generic, overly theoretical, or leaves you with more confusion than clarity, it’s a sign that the coach may not be the right fit.
It’s tempting to choose a coach based on shared experiences, industry background, or personality traits - at the end of the day, it’s human nature to choose people we feel are similar to us. While chemistry is important, it’s not enough. The right coach for you isn’t necessarily the one who shares your background but the one who challenges your assumptions and helps you see blind spots.
If you seek validation, you’ll limit your potential. Instead, look for someone who pushes you to think bigger.
By now we established that a strong coaching relationship isn’t always comfortable. The best coaches hold you accountable, challenge your beliefs, and ensure you don’t get stuck in patterns that no longer serve you. They guide you to reinvent yourself every day.
If a coach feels too easy to work with, you might not get the value you need. Growth requires discomfort. The right coach will push you beyond your comfort zone, helping you navigate complexity, make tough decisions, and elevate your leadership. Choose discomfort.
Coaching isn’t just about good conversation—it’s about results. Experienced coaches have a track record of working with high-performing leaders and companies, and they bring insights that apply to your challenges.
Look for coaches with experience relevant to your stage, industry, or leadership needs. Have they helped scale companies similar to yours? Do they have success stories with founders or executives facing similar roadblocks? Proven expertise doesn’t just mean years of coaching—it means delivering measurable impact for you.
Lastly, coaching is also not just about good conversations and results; you want to see progress. Before committing, make sure you understand the coach’s style. How do they define success? How do they measure growth and track progress?
A great coach will have a clear, structured approach. They should set expectations on what the coaching process looks like and what outcomes you can expect.
Choosing a coach isn’t just a decision—it’s an investment in your leadership, your company, and your long-term success (not to mention the positive impact it can have on your personal life). The right coach will challenge you, expand your thinking, and accelerate your progress.
In case you want more recommendations or want to learn more about Titan, feel free to reach out at founders@withtitan.com.
