The myth of the “Natural Marketing Leader”

There’s a persistent myth that leadership is an innate quality, you either have it or you don’t. This myth is dangerous because it implies that developing people is a waste of time if they aren’t already showing leadership potential. The reality is leadership can and should be developed through coaching.

When I was working at Procter & Gamble, we didn’t leave leadership development to chance. It was an integral part of our culture that 50% of performance reviews were based on building people, not just building the business. This commitment wasn’t because we saw leadership as a static trait but because we knew that, with the right coaching, people could evolve into better leaders. It’s a mindset that should be embraced across industries, not just in pockets of forward-thinking companies.

The leadership shift no one is talking about

In a world driven by quarterly profits, efficiency metrics, and rapid change, leaders are constantly seeking ways to drive results. Yet, one of the most powerful and sustainable strategies for long-term success is often overlooked: the coaching mindset.

Why, when it’s so evident that businesses thrive when their people do, isn’t coaching on-the-job a more widespread practice? Why is building people viewed as a “nice to have” rather than a core leadership principle?

The focus on short-term gains

One of the main reasons why a coaching mindset hasn’t taken centre stage is the pressure to deliver immediate results. Leaders are often more concerned with hitting targets for the next quarter than investing in the long-term development of their teams. While there’s no denying that businesses need to focus on financial performance, the reality is that investing in people yields sustainable, long-term growth.

So, why isn’t this seen as the best approach for more leaders? Because it takes time.

On the job coaching is about nurturing potential, fostering resilience, and encouraging growth beyond just the tasks at hand. It doesn’t offer the same immediate gratification that a profit boost might, but it lays the groundwork for future success that far outlasts any short-term gains.

Misconceptions about on-the-job coaching

Another challenge lies in the common misconceptions about coaching. Many people mistakenly believe that coaching is only for underperformers or those who need "fixing." But the truth is, coaching is for everyone. It’s about guiding people to become the best versions of themselves, whether they’re a junior marketer or a seasoned CMO.

Coaching helps individuals unlock potential they didn’t know they had, not because they were falling behind, but because they are capable of so much more. In my experience, it’s the high performers who benefit most from a coaching mindset, as it pushes them to new levels of growth.

So, why isn’t this more popular? Because the return on investment is harder to quantify in the short term. Leadership development and personal growth don’t show up immediately on a balance sheet, which can make some leaders hesitant to prioritise it.

The fear of change

Change is difficult for any organisation, and adopting a coaching mindset represents a significant cultural shift for many businesses. It requires rethinking how success is measured and acknowledging that investing in people is just as crucial as investing in products or infrastructure. Some leaders are resistant to this idea because they fear change. It’s easier to stick with traditional management practices that focus on immediate results.

However, those who embrace a coaching mindset understand that change is inevitable, and the only way to build teams that can adapt to change is by investing in their growth. Coaching prepares people to think critically, adapt to new challenges, and take ownership of their roles. It’s not about spoon-feeding solutions - it’s about building resilience and fostering independence.

So why isn’t it more popular? Because changing a company’s culture from top-down management to a coaching-based approach takes time, effort, and commitment. But without that change, businesses risk stagnation and an inability to adapt to the future.

Coaching: the untapped leadership resource

Coaching should be a strategic imperative for businesses looking to create a sustainable competitive advantage. The companies that thrive in the long term aren’t necessarily those that have the best products - they’re the ones that invest in the growth, development, and well-being of their people as well.

Despite the obvious benefits, the coaching mindset hasn’t gained widespread popularity for one simple reason: it takes time, patience, and the understanding that true leadership is about more than just results, it’s about building people. Businesses that are focused only on immediate outcomes may not see the full potential of what a coaching culture can offer.

In my 30 years of experience, I’ve seen the impact firsthand. When you commit to building people, you’re also building a more resilient, innovative, and successful business.

The future of coaching in leadership

While the coaching mindset might not be mainstream yet, there’s hope that as more leaders witness the long-term value it brings, it will gain traction. The world is changing, and businesses need to keep up. The next generation of leaders won’t be those who focus solely on profits, they will be those who focus on people.

As a coach and mentor, my mission is to spread this message: When you build people, you build businesses that last.

If you want to learn more about how to shift to a coaching mindset, get in touch with me!