The Hard Truth About Coaching Being a coach is not easy. You don’t just guide people — you inspire them. You have to paint a picture of who they can become, even when they can’t see it themselves. And yes, it can be triggering. Ego. Resistance. Lack of courage. Lack of loyalty. You will see all of it. But as Goethe said: If we treat people as they are, we make them worse. If we treat people as who they can become, we help them become their best. Everyone has a dark side and a good side. A true c