Fri, Jun 5, 2026
Peeling back the layers
When you finally start to figure out what you want to be when you grow up.
After nine years of coaching, I think I’ve finally found my niche.
When you start coaching, everyone wants to know your niche.
Who do you coach? What kind of coach are you?
I was trying to build a coaching business where I earned a living, so I thought I had to be a leadership coach. But I chafed at that label, because it didn’t feel authentic. I already knew inherently that the main skill for a leader was self-awareness – understanding themselves. But no one was talking about that, so I figured it was too woo-woo for leadership coaching.
Over the years I’d kind of decided that I didn’t have a niche, and that was ok.
Recently, that outlook changed.
I’ve been getting more coaching referrals for career change and transition. Throughout this, I’ve realized that my niche is actually about supporting people to find purpose in their work.
Purpose in your work usually leads to happiness, contentment, satisfaction and/or well-being.
Almost everyone needs to work in one form or another. Whether that’s working for a living or working to add value to the world (like the work someone does in their retirement). It’s much easier to feel motivated and content if your work has purpose.
I’ve been very, very lucky to be able to make choices about their work I do AND I’ve been challenged to find the right work for me. Just because I’m able to do certain jobs doesn’t mean they’re good for me. I’ve burnt out twice because I couldn’t admit that the work that gave me a high also depleted me.
The clients I’ve been coaching this year are seeking work that fits better for them. This is a challenging path for people.
They need to give their younger selves grace.
They need to let go of something they’ve worked hard for.
They need to admit that what looks good to others doesn’t feel good to them.
I feel most useful when I’m coaching someone who’s in the middle of this process. Helping them emerge from the depths with a nugget of information/wisdom/hope is the best feeling.
Now I think my coaching elevator pitch is this:
I coach people who want to find work that gives them purpose and well-being.
I’m 53 years old and I’m still peeling back the layers of who I really am. The fact that I get to help other people do the same is incredible.