Avoiding Business Coaching Malpractice: See the Whole Elephant

Key Points:

1. Celebrating Client Wins (05:17) – Coaches share recent client signings and JV opportunities, highlighting the importance of follow-up and persistence.
2. Business Coaching Malpractice Defined (12:21) – Courtney Lodge introduces the concept of “malpractice” in coaching: giving advice without a full diagnosis.
3. The Elephant Analogy (13:10) – Explains how focusing only on one business area (the “tail” or “tusk”) leads to incomplete, sometimes harmful, solutions.
4. Holistic Coaching vs. Specialization (17:03) – Discusses the risks of being a specialist who ignores the interconnectedness of business systems.
5. Prescription Before Diagnosis (20:09) – Warns against jumping to solutions without a thorough assessment, using PAS tools to uncover true business needs.
6. Solution Stacking & Unintended Consequences (24:05) – Illustrates how multiple uncoordinated solutions can create chaos and harm the business.
7. Client & Industry Research Best Practices (27:17) – Coaches share methods for researching clients and industries before meetings to enable more relevant, holistic conversations.
8. ERIC Framework for Client Solutions (36:19) – Breakout group introduces ERIC: Eliminate, Reduce, Increase, Create, as a structure for client problem-solving.
9. Lead Generation & Niche Strategies (39:00) – Discussion of targeting specific industries (e.g., veterinary clinics) and using workshops, associations, and newsletters for outreach.
10. Guarantee Models & Implementation Plans (49:00) – Coaches debate the pros and cons of risk-free guarantees and the importance of clear implementation responsibilities.

Key Takeaways:

• Always Diagnose Before Prescribing – Use PAS assessments to understand the full business before offering solutions.

• Research Clients Thoroughly – Check websites, reviews, competitors, and industry trends before every meeting.

• Use the ERIC Framework – Structure your client engagements around Eliminate, Reduce, Increase, and Create for maximum impact.

• Avoid Solution Stacking – Coordinate all recommendations to prevent conflicting or chaotic outcomes.

• Clarify Guarantees – Ensure both coach and client responsibilities are clear in any risk-reversal or guarantee offer.

Notable Quotes:

• “A true business coach must see the whole elephant—the interconnected system—not just the tail.”

• “Prescription before diagnosis is the root of business coaching malpractice.”

• “You want to be an added, extended hand or an extension of them—not just a salesperson.”

Action Steps from the Call

1. Review and update your client intake process to ensure you’re diagnosing the whole business before recommending solutions.
2. Implement the ERIC framework (Eliminate, Reduce, Increase, Create) in your next client strategy session.
3. Research every prospect’s website, reviews, and competitors before your first meeting.
4. Use PAS tools to map out the client’s business holistically, not just their stated pain points.
5. Clarify your guarantee and implementation plan with clients to ensure mutual accountability.

Resources & Tools Mentioned:

• Profit Acceleration Software (PAS) – For holistic business assessment and diagnosis.

• PAS Assessment – Used to uncover top client problems and avoid template advice.

• ERIC Framework – Structure for client solution planning: Eliminate, Reduce, Increase, Create.

• Coach Assistant – For in-platform research and client prep.

• Industry/Competitor Research – Google, Valpak, reviews, and social media for pre-meeting prep.