The ‘Coachification’ of Online Business is Crushing Us

I’ve never really understood what classifies a business to be an ‘online business’ or otherwise.  but every business should be wonderfully unique and different. so why are they all starting to look and behave the same?

As business owners, we’re all building our businesses both online and offline (otherwise known at the ‘real-world’). But in the interests of simplicity let’s agree that ‘Online Business’ refers to businesses who are building their brands, their audiences and selling their services, primarily by leveraging Instagram. 

It grew out of the explosion in Coaching somewhere around those lost-Covid years.  Coaches use these tactics to build their business and they sell them to others.

The growth of Online Business has been an incredibly powerful leveller, especially for women.  Millions of women, who wouldn’t otherwise have thought of themselves as entrepreneurs, have started businesses and built wealth and financial freedom on their terms.  I love it.

The problem is, not everyone leveraging this space is a coach and they shouldn’t feel they need to behave as such.

I’ll explain.

The world of messaging, lead magnets, funnels, email marketing, is as old as time (especially for those of us who grew up in marketing and are equally as old), but the online world really has done a great job at making these powerful tactics and strategies accessible and actionable.

But it’s also leading everyone to create the same business.

This week I’ve worked with two clients who are genuinely world-leading in their respective industries.  One in Design and one in Social Impact.

The designer honed her craft in the world of fashion design and art direction.  She is beautifully trained in creating visual worlds, she’s inspired by art, photography, fashion and music.  Her way of working is carefully considered, full of creative space and experimentation.

The social impact consultant has literally grown up in this world.  She’s lived and breathed international development.  She has an eclectic but fascinating blend of professional skills and experiences, she’s worked for Greenpeace.  She’s doing a masters.  The way she works is deeply unique and powerful. She’s here to change the world.

When I got their initial intake forms I wanted to pop round and give them both a hug.

Both of their businesses had morphed into something that didn’t feel like them, because they were chasing what they’d been led to believe sells.  As a result they had blanded everything out.  They didn’t feel much love for their own brands.  They were overwhelmed with tactics and the things they’re should be doing. Business was feeling heavy and stagnant.

They were thinking about… the messaging that sells, efficient lead magnets, powerful nurture sequences, scalable business models… doing more of everything.

Lots of these tactics are powerful, but how you use them (or whether you use them at all) depends on what you’re really trying to do.  Most people don’t spend the time understanding the real strategic job to be done.

In the simplistic world of online business… make more money = sell more stuff = do more of the tactics.

It’s adding to the echo chamber of sameness, it’s bone-crushingly boring and it’s simply wrong for many businesses who aren’t looking to sell on repeat.

The most powerful business will come from leaning into the space that is uniquely you.

Imagine for a minute that you shut out all of that noise and you spent time with questions like…

What is the work you love to do? How you do it? Why you do it? What are you wildly for and wildly against? What do you want your business to represent? What excites you about your industry? What change or difference are you standing for within it?… the things that absolutely light a fire in you.

Forget about the tactics and the tried and tested roadmaps. Define the space you’re trying to claim in the world and think about how you need to behave in order to make that happen. Be intentional.

Everything you do communicates something and so you actively want to be doing things in a different way to everyone else.

Most importantly, quieten the noise.