Agencies, tread cautiously. 

In an ever-evolving digital world, with coaching sessions available at every corner, it's crucial to discern between authentic, experienced advice and those simply masquerading as experts.

Imagine this…

You wouldn't trust a visibly out-of-shape individual as your fitness instructor, would you? 

Similarly, would you assign a home construction task to someone visibly terrified of using basic tools, like a hammer? 

The same logic applies when seeking advice for your agency. Always remember to delve deeper into the origins of that advice.

During a recent coaching session, a participant bestowed upon me the title of “guru”. Though flattered, I found it imperative to clarify. 

I'm not a guru; I'm an agency owner.

Today's coaching ecosystem is riddled with individuals who teach strategies or business models they've never personally succeeded in. It’s a manifestation of the old adage, 

“Those who can’t do, teach.” 

However, I challenge this notion. Real-world application is the best teacher.

Over the past few months, tales of coaches have emerged, revealing that many:

• Never actually owned the kind of business they're coaching about.
• Owned such a business, but it's been eons since they were actively involved.
• Found more monetary success in coaching than in their primary business.
• Rely heavily on third-party resources for practical instruction.
• Launch extensive coaching programs with minimal direct interaction with their students.

It's rare to find coaches who impart wisdom from a genuine position of authority. 

I'm a staunch believer that this authority arises from owning and operating a business that aligns with what they preach. It’s the most tangible testament to their expertise.

However, it's essential not to paint everyone with the same brush. 

The industry has its share of genuine, experienced coaches who offer invaluable insights. It's not my place to claim monopoly over knowledge. But it's equally vital to recognize the numerous distractions, often dressed as golden opportunities, lurking around.

Authentic experience isn’t just a requirement; it's non-negotiable.

In a nutshell, demand authenticity, experience, and real-world proof from your chosen advisors. If they lack these, it's perhaps time to steer your ship in a different direction.

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