Put me in Coach! Yahoo!!!

Jay Ashton, Canada's Restaurant Guy

Picture this: another day on the road, meeting incredible individuals from bustling restaurants, elegant hotels, and dynamic catering businesses. Their energy is palpable, but so is their busyness. These leaders and teams are navigating a whirlwind of responsibilities, juggling the ever-growing demands of the hospitality industry. This is where coaching steps in, not as an extra layer of work but as a lifeline, a support system, and a beacon for growth and focus.

As we step deep into 2025, the hospitality industry is reshaping itself in ways that demand agility, creativity, and resilience. From adapting to rapid technological advances to aligning with the shifting desires of today’s discerning guests, the sector is no place for complacency. Coaching has become a cornerstone for those looking to succeed, not just survive. Let’s dive into what coaching means today, how it transforms businesses, and why it holds the key to building your brand, influence, and success in an attention-driven economy.

What Does Coaching Mean in Today’s World?

Coaching today transcends traditional training. It is about fostering potential, unlocking creativity, and sparking confidence. Unlike consulting, which often delivers ready-made answers, coaching is a journey of discovery. Coaches guide individuals to ask the right questions, explore their inner strengths, and craft tailored strategies. In a world where attention is currency, a coach helps you focus on what truly matters.

When you have a coach, you gain more than just guidance. You gain a confidant, a motivator, and a challenger. They bring clarity to the chaos, helping you sift through competing priorities. In the hospitality world, where no two days are alike, this clarity can mean the difference between a good experience and an unforgettable one.

How Coaching Transforms Busy Professionals

For the leaders and teams I met this past day traveling, the value of having a coach is clear.

They needed a trusted ally who could help them:

• Prioritize effectively amidst the constant noise of daily operations
• Develop their unique voice and style to elevate their personal and business brand
• Build resilience and adaptability in an industry known for its unpredictability

Coaching is not about fixing what is broken. It is about enhancing what is already remarkable and aligning it with your goals. It is about transformation from the inside out, a process that builds not just skills but confidence, creativity, and purpose.

Why Coaching Matters in the Attention Economy

We live in an age where attention is one of the most valuable resources. Every guest interaction, every online review, and every social media post contributes to your brand’s perception. Coaching helps you harness this power by:

• Sharpening Focus: Attention is finite. Coaching enables you to focus on high-impact activities that drive real results.
• Amplifying Influence: By refining your message and style, a coach helps you stand out in a crowded market.
• Elevating Guest Experience: Guests crave authenticity and connection. Coaching equips you to deliver both consistently.

Coaching vs. Consulting: My Thirty-Five-Year Perspective

Having spent decades in the hospitality industry, I have seen firsthand the difference between consulting and coaching. A consultant provides answers, delivers frameworks, and solves specific problems. They are the experts you call when you need quick, measurable results.

A coach, however, does not just hand you a map; they teach you how to navigate. They ask questions that spark reflection, challenge assumptions, and encourage growth. Coaching is about empowerment, helping you unlock your own solutions and build a mindset that thrives long after the sessions end.

Both roles have their place, but in my experience, the transformative power of coaching lies in its ability to create sustainable change. It is not just about what you do; it is about who you become.

The Napkin Strategy Plan

Great coaching often starts with a simple idea, something you could scribble on a napkin during a busy lunch. Here is a straightforward framework for leveraging coaching in your hospitality journey:

• Clarify Your Vision: What do you want to achieve? Is it enhancing team morale, increasing profitability, or delivering unparalleled guest experiences?
• Identify Your Strengths: What are you already great at? What can you amplify to stand out?
• Pinpoint Challenges: Where do you need support? A coach helps turn obstacles into opportunities.
• Commit to Growth: Change takes time. Regular coaching sessions ensure accountability and progress.
• Celebrate Wins: Reflect on achievements, big and small, to fuel ongoing motivation.

Building Your Brand and Influence Through Coaching

In the hospitality industry, your brand is your promise. It is what draws guests through your doors and keeps them coming back. Coaching helps you articulate and deliver that promise with authenticity and consistency. It strengthens your ability to influence others—from inspiring your team to building loyalty among guests.

The most successful hospitality leaders are those who invest in their own growth and the growth of their teams. They understand that coaching is not just an expense; it is an investment in their brand, their people, and their future.

The last darn thing...

As I reflect on my time spent with passionate professionals, I am reminded of the incredible potential within the hospitality industry. Coaching taps into that potential, turning busy days into meaningful progress, and fleeting moments into lasting impact.

In 2025, coaching is not a luxury. It is the secret weapon of those who dare to dream bigger, deliver better, and leave a mark in an ever-evolving world. Whether you are a hotelier, restaurateur, or service provider, the time to embrace coaching is now. Together, we can build a future where your brand shines brighter and your influence reaches farther than ever before.