It’s called status inflation and it starts when kids are in their early teens (or before). They want to appear just that bit more mature than they are. You would think adult coaches would have grown out of this instinct. But we seem the same phenomenon in relation to executive coaching. It seems that any coach, whatever their experience or capability tags the word executive in front of their descriptor. As a result, the term executive coach has been steadily devalued in recent years.
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