Imagine, right now, if you could pick a fictional person to be your business coach. Someone who you’d think, ‘It would be so cool to work with them!’
For me, without question, it would be Ted Lasso – someone to remind me of what’s really important in life and also make me laugh.
Of course, the person you would choose might not be Ted (get out).
I’m joking of course, because we respond differently to different personalities, styles and approaches. You might need someone to give you a good kick up the arse or a more gentle approach. Or something in between.
We need to consider this when we think of our personality, especially if you’re someone like a coach or consultant.
Of course, you have your personality and approach to coaching, but how does that come across in your content? On your website? On social media?
Does your audience have a real sense of who you are, and can they automatically qualify (or disqualify) themselves from your service based on your personality?
What is the role of the guide in your business?
As a coach and the leader within your business, you have one main job – to be the guide for your customers.
If you’ve ever read Storybrand by Donald Miller, you will know that you are not the hero of the story. Your customer is the hero. But you have an equally important role. You are the hero’s guide, helping them solve their problem and achieve their goal.
Many books and movies have guides that help the protagonist on their journey. They don’t tell the protagonist the direct answers as such – could you imagine Dumbledore saying to Harry, ‘Oh yes, Voldemort has hidden parts of his soul in inanimate objects.’ It would be a pretty short movie! – but they do help the protagonist reach their goal.
You can probably identify with the guides in movies (especially when the protagonist goes in the entirely wrong direction )
What is your ‘guide’ personality (or ‘personal brand’)?
Yep, you’ve understood that you’re the guide – here to help your mighty protagonist (or client) reach their ultimate goal. You should ensure your marketing is aimed at those potential protagonists – talking about how you can help them achieve their goals.
All good, right?
Apart from you’re missing one thing.
Guides aren’t bland, boring oracles (okay, some are oracles, but that’s not the point). They have their own personality, style, approach, and quirks. A good guide will draw their protagonist to them – often, they’ll beg the guide for help!
That’s what you want, you want to be a magnet for potential clients who are eager to work with you and learn from you.
And you don’t do that by being ‘blah’; you do that by having a personality.
But, but, but…I deliver tons of value!
That’s great! Unfortunately, value just doesn’t cut it anymore. There’s TONS of value out there. You can pretty much find out how to do anything you want to do using the internet.
And I’m not saying your value isn’t er…valuable. I know it is. I know you have so much to offer, and your clients are so happy with your methods and what you help them achieve.
But without a little something extra, it will be a lot tougher to stand out. Your personality and style are what will make people fall in love with you and want to work with you. The value you deliver is the thing that will help them justify investing in you.
Both need to work together.
So, what type of guide are you?
I once took the plunge and invested in a coach I wasn’t sure about. She had experience in achieving what I had wanted to achieve.
Only when I started working with her did I discover she was hilarious, empathetic, and kind. She came into her own on that first coaching call.
But that should not have happened on the first coaching call; that should’ve happened way before then. If I had a sense of who she was before I invested, I’d have done it sooner (without hesitation).
This got me thinking about the iconic guides we know and love from popular culture and how they each embody a unique coaching style.
If you’re a coach, understanding your own guide personality will help you communicate your approach to potential clients.
So, let’s dive into a few ‘guide’ archetypes to see which one resonates with you.
Yoda: The Wise Sage
Master Yoda, the iconic character from Star Wars, is all about drawing out the strength within, encouraging self-discovery, and providing sage advice. His teachings often present profound wisdom in a simplified yet impactful way, allowing his students to connect and discover their inner power.
Famous Phrase: ‘Do or do not. There is no try.’
Examples of famous ‘Yoda’ Entrepreneurs:
- Oprah Winfrey: Like Yoda, Oprah is a beacon of wisdom and self-discovery. She has an innate ability to guide others on a journey of personal growth and transformation.
- Warren Buffet: Known as the “Oracle of Omaha,” Buffet’s prudent financial advice and insights have guided countless individuals and businesses in their financial journeys. His wisdom is highly sought after, much like Yoda’s!
- Mel Robbins: Mel’s emphasis on overcoming internal challenges and using the power within oneself aligns perfectly with Yoda’s approach to mentoring.
Haymitch: The Gritty Realist
Haymitch from the Hunger Games is Katniss Everdeen’s mentor. Haymitch teaches through tough love and brutal honesty. He might seem rough around the edges, but his primary focus is to prepare Katniss for the harsh reality of the games.
Famous Phrase: ‘Embrace the probability of your imminent death, and know, in your heart, that there’s nothing I can do to save you.’
Example of famous ‘Haymitch’ Entrepreneurs
- Gary Vaynerchuk: His direct, no-nonsense approach is similar to Haymitch’s blunt truth-telling. GaryVee doesn’t sugarcoat his advice, ensuring his followers are fully aware of the harsh realities of entrepreneurship!
- Alex and Leila Hormozi: Founders of Gym Launch, a business known for helping struggling gym owners. The Hormozis’ pragmatic and honest approach to business coaching is what makes them successful and similar to Haymitch’s style.
- Cody Sanchez: An entrepreneur venture capitalist, Cody Sanchez is known for her bold and realistic guidance. Her approach to investment and entrepreneurship mirrors Haymitch’s realist perspective.
Mary Poppins: The Nurturing Motivator
About Mary Poppins:
Mary Poppins, the magical, musical nanny, embodies warmth, kindness, and patience but also discipline, structure and rules. She motivates through nurturing, balancing gentleness with firmness.
Famous Phrase: ‘In every job that must be done, there is an element of fun.’
Fun fact: you may think that Mary Poppins is the protagonist, but that’s actually George Banks!
Examples of famous Mary Poppins Entrepreneurs
- Deborah Meaden: As an investor on the TV show “Dragons’ Den,” Deborah Meaden is known for her straightforward yet constructive feedback. She shares her business acumen generously while also emphasising the importance of a good strategy, much like Mary!
- Arianna Huffington: As the co-founder of The Huffington Post, Arianna Huffington balances a nurturing approach with the discipline required for entrepreneurial success
- Brené Brown: As a research professor, author, and successful speaker, Brené Brown’s approach values vulnerability and courage, with a firmly realistic perspective, much like Mary Poppins!
Genie: The Enthusiastic Encourager
The Genie is always ready to offer guidance and support while making the process fun and engaging. Through jokes, laughter, and a radiant positive attitude, he uplifts spirits and keeps motivation high.
Famous Phrase: ‘Aw Al, I’m getting kinda fond of you, kid. Not that I want to pick out curtains or anything.’
Examples of ‘Genie’ Entrepreneurs:
- Richard Branson: As the founder of Virgin Group, Richard Branson is well known for his fun-loving, adventurous personality and pranks. Much like Genie, Branson injects excitement, fun and cheekiness into everything he does.
- Ryan Reynolds: The actor turned entrepreneur has a knack for using humor and wit in his marketing strategies, especially with his companies like Aviation Gin and Mint Mobile. His lighthearted and engaging approach is similar to Genie’s character.
- Elon Musk: From sending a car to space to naming his rockets with references from sci-fi novels, Musk’s approach to entrepreneurship is filled with elements of humor and enthusiasm, making him another good fit for the ‘Genie’ archetype (whatever you may think of him!)
Ted Lasso: The Humble Inspirer
Okay, okay, Ted Lasso is not a ‘guide’; he’s the main character, BUT he is a coach, and this is where I think I’m on more solid ground. It has nothing to do with me being in love with him.
If you haven’t seen it, Ted Lasso, is a football coach whose infectious optimism, empathy, and down-to-earth personality make him an incredibly effective and lovable leader. Ted remains unflinchingly positive, showing us that kindness, humility, and understanding can be powerful tools in leadership.
Famous phrase: ‘I do love a locker room. It smells like potential.’
Examples of ‘Ted Lasso’ Entrepreneurs:
- Ann Handley: Ann Handley and Ted Lasso are two peas in a pod. Ann encourages businesses to communicate in a way that resonates with people on a personal level. She’s funny, poignant and a great storyteller, just like Ted.
- Pat Flynn: Pat Flynn, the founder of Smart Passive Income, is known for his humility and eagerness to help others succeed in their online businesses, regularly sharing his own experiences, both the triumphs and the failures, to inspire and guide his audience.
- Simon Sinek: Simon Sinek’s concept of “Start with Why” encourages leaders to focus on their purpose, (or their ‘why’) similar to how Ted Lasso places value on personal growth and motivation rather than just winning games. Sinek’s approach is empathetic, inspiring, and all about understanding others.
Which ‘guide’ resonates with you?
So, what type of guide are you? Remember, the goal isn’t to mimic these characters or personalities but to draw inspiration from them. They have to be authentic. There’s no point trying to act like GaryVee, when really you’re a right softy like Ted Lasso!
So embrace your inner Yoda, Haymitch, Mary Poppins, Genie, or Ted and let it shine through in your content.
If you do this right, you will attract clients who resonate with your style and personality.
Owner at Jammy Digital, Digital Marketing Specialist and Writer of Young-Adult Fiction.