Jack Black in the movie, School of Rock, said “Those who can’t, teach. Those who can’t teach, teach gym.” I think a similar quote can be used for the enormous explosion of coaches that have sprouted up, particularly around sustainability.
Everyone seems to be coaching or wanting to get into coaching, particularly in the field of CSR and sustainabilty. It would seem that in order to be a coach, it means that you are able to transfer knowledge to someone less experienced. Unfortunately, most of the coaches or advisors around sustainability lack two essential ingredients; namely understanding or talent and authenticity.
Sustainability is an essential ingredient to business and personal life, and it is essential for survival. Unfortunately, most are looking at it and CSR, in particular, as a communications public affairs, issue. Not a strategic issue. This approach will fail. The other mistake being made is that those pushing themselves as so called “coaches”, have no authenticity. This phase is just a new way of packaging an old product. In a time, where everyone is clamoring for some minute scrap of reality and authenticity, there is no future to being an unauthentic person selling the idea of sustainabilty to sell more hours (consulting). We need more authenticity and not more coaches, hustling hours.
As Yoda said “Do or do not. There is no try”

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