What does a business coach do, and when do you need one?

Running a business is often a solitary thing. You make the big decisions on your own, you carry the pressure on your own, and precisely at the moments that matter there is no one who thinks along with you and truly knows your business. A good business coach fills exactly that gap.

But what does a business coach actually do? At its core: he helps you grow as an entrepreneur, with someone alongside you who has done it themselves. Not theory from a textbook, but someone who knows the pressure of running a business from the inside. Together you look at your choices, your offer, your sales, your team and the dynamics that are holding your growth back or, on the contrary, speeding it up.

Coaching from real entrepreneurial experience

I coach from my own experience. In 2008 I founded the research agency WUA with my brother, led it as CEO for around fifteen years and sold it in 2022. Over those years I built up operations in twenty-one countries, sold to brands like Google, Microsoft, ING and Samsung, and made every mistake that comes with it. That experience, plus an MBA and years of guiding others, is what I bring to your questions.

When do you need a business coach?

When do you need one? Often at one of these moments. You are doing well, but you feel there is another level to reach and you cannot get there on your own. Or you have too many balls in the air and lack overview. Or the financial pressure seeps into your conversations and eats away at your peace of mind. Or you want to spar about an important choice and have no one who truly knows your business.

In all these cases, coaching with me is about more than numbers. We also look at what sits underneath: your beliefs, the example you set, the way you deal with pressure. Because you do not change behaviour in a day. That is why I work through the Year Programme: a full year as your steady sparring partner, together every quarter, and reachable in between whenever something really matters. All from the same core attitude as in my work and my book: honest and relaxed.

Sales as the heart of business coaching

Sales is often the heart of it. More revenue, less stress, from customer to fan. You can read the thinking behind it in Sales, Honest & Relaxed.

Curious whether a business coach suits you? Take a look at the Year Programme or plan a no-obligation introduction. If I cannot help you further, I will tell you so honestly.