Coach Interview Series: Andy Garrett

by Brandon

Andy Garrett

Life Coach, Therapist, and Consultant

Our main objective here at the National Coach Academy is to enable aspiring coaches to reach their full professional potential. One of the most effective ways to educate students about the world of coaching is by offering them a window into the world of real, practicing coaches and showing them all the different ways coaches make a difference in the lives of their clients.

We hope today’s interview adds another insightful glimpse into the dynamic world of coaching.

Today we are interviewing Dr. Andy Garrett. Andy is a Life Coach, Therapist, and Consultant based in Newport Beach, CA.

NCA: Can you describe your coaching practice and the kinds of clients you typically work with?

Andy: I work primarily with leaders. My clients usually own businesses. They can also be CEOs, CFOs, CTOs, or some other executive role.

Over the years working with leaders, I’ve received many referrals to work with them personally. We do family work or individual work. That leads to helping out strategically with business. I help them create a culture people love to join. We create a fulfilling workspace.

My clients usually rank high on Maslow’s Hierarchy of Needs. They tend to be externally successful. Internally, however, there’s something missing. Something like a gap. They thought reaching these levels of success would give them happiness, fulfillment, and joy. Then they realized that the trappings of success aren’t what really matters.

I help them create authentic identity. It’s a form of wholistic success. The results are, you’re just as successful in with marriage and family as you are at work.

NCA: In working with your clients, what would you say is the most rewarding part of that process and on the flip side of that, what is the most challenging aspect of the work that you do?

Andy: The first thing I do is help people understand, their life results are byproducts of their current identity. Oftentimes, they have accepted “labels” about themselves, like “I’m lazy.” That one tends to come up with my clients. Or, “I’m no good in relationships.” These labels are the source of self-defeating patterns and behavior.

I help them recognize that change is possible. They can create identity around the best version of themselves, at home and at work. They can have more intimacy and closeness with their family. They can have fulfillment. People say, “This has completely transformed my life. I can’t begin to say how grateful I am.” That’s why I do what I do.

What is the character strength of your business? Is it courage? Creativity? Kindness, compassion, empathy? Focus on internal standards of the coach you want to be. That’s the pathway to doing your best work. It’s where you’ll find the greatest fulfillment and joy.

The challenge is it’s still a business. Making it transactional isn’t always fun. I got into this because I want to empower people to have their best lives. Living where we live, it’s expensive. From a business standpoint, I ask myself: “How can I make this viable to support my family? While also ensuring I do this because I love the work?”

If you look at models of scale, the choice is clear. It’s either more time at the office, sacrificing the family … or find a different way to scale. It’s a challenge. I want to intrinsically enjoy what I do, but it must also be a good business model.

Once, I noticed a coach marketing herself online. She shared how you can increase your fees, to attract people willing to pay larger sums of money for your services. I decided to look through some of the comments. I wanted to see if people agreed.

Instead, most people asked, “Shouldn’t you do this because you want to help people?” There was animosity towards this person because of her business mentality. It was interesting to see the way people received it.

One way to address that issue is scaling online. I’m creating a digital course based on this process. We’re ready to launch. Our beta group starts in one week. We’ve already received great feedback. It’s probably the best thing I’ve ever created. It allows me to work with people at a smaller price point. I can help more people, but it allows me to scale without trading my time for money.

Many of my colleagues have phenomenal coaching practices. They have a lot of overhead, so they feel tied to their business model. They see what I’m doing. They recognize how it multiplies both impact and personal freedom. That’s where the profession is going. If you have a great idea, something unique to teach, put together a course. It’s a fantastic way to help people and scale your business.

NCA: One of the most common challenges new coaches face is self-doubt. Some coaches call it Imposter Syndrome, where early on they feel somehow inadequate to take on the role of coach. What is one piece of advice that you would give to somebody who is in the beginning stage of their coaching career and dealing with these doubts in their mind?

Andy: I love that question. I coach many people through imposter syndrome (and shame, its ugly sibling). I have my own experience of them.

You need to define who you are professionally and personally through your core values. You must make clear how you want to show up. What is the character strength of your business? Is it courage? Creativity? Kindness, compassion, empathy? Focus on internal standards of the coach you want to be. That’s the pathway to doing your best work. It’s where you’ll find the greatest fulfillment and joy.

When your standards for success are external, it ratchets up the imposter syndrome. You’re looking to others to approve or validate you. That’s a slippery slope. Even if you achieve it, there’s only a temporary “high.” With each encounter, you’ll end up needing the same sensation over and over again.

I don’t mean to say this process is easy. It took me years to be able to do it. At times, it still crops up. In this profession, we’re people pleasers. I love building relationships and want to serve people well. At the same time, it’s really important to create internal standards of what it means to be a successful coach. The character strengths you want to demonstrate. Values you’re committed to. When you do that, it’s very powerful.

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