The Myth of “I Can Coach Anyone”: How Lily Zheng’s FAIR Framework Elevates Coaching
Meet James, the “Master Coach”
James is a Master Certified Coach (MCC) with over 15 years of experience in executive and leadership coaching. He has worked with CEOs, startup founders, and corporate executives, and he prides himself on his ability to coach anyone.
His philosophy? “A good coach can coach anyone, regardless of their background, identity, or lived experiences.”
James has always believed that coaching is about universal human growth and that identity is secondary to the coaching process. But recently, something strange has been happening—some clients, particularly those from marginalized backgrounds, have been quietly discontinuing coaching. Some provided feedback that made James deeply uncomfortable:
• “I didn’t feel truly seen in our sessions.”
• “Some of your suggestions didn’t take my realities into account.”
• “I felt like I had to educate you before I could even get to my own coaching goals.”
At first, James brushed it off, telling himself that some people just aren’t coachable. But when a high-profile black female executive ended her coaching contract early, leaving behind a frank but eye-opening public review, James was forced to confront some hard truths.
“They’re Not Coachable” & Other Harmful Assumptions
James had developed a pattern of rationalizing his failures with clients from marginalized backgrounds instead of examining his own blind spots. In reviewing his past coaching experiences, he realized he had frequently made harmful statements about his clients:
🚩 “I don’t see race, gender, or sexuality—I just see the person.” Though meant to sound inclusive, this erased his clients’ lived experiences and made them feel unseen in sessions.
🚩 “They’re too hung up on identity politics.” When women, LGBTQ+ clients, or people of color brought up race- or gender-related challenges at work, James dismissed these as distractions from their “real” growth.
🚩 “They just need to focus on mindset.” James repeatedly told marginalized clients that their struggles were mindset issues rather than systemic realities, reinforcing toxic positivity instead of acknowledging real workplace inequities.
At first, James thought these were neutral coaching approaches, but the repeated client dissatisfaction suggested otherwise. And clients felt safer to call him out during the pandemic. He finally realized that his own biases were getting in the way of effective coaching—and that by refusing to see how identity impacts professional growth, he was harming his clients.
The Turning Point: Relearning to Coach
James finally took an honest look at himself.
Here’s how he began his own transformation:
1. He Acknowledged That Coaching Is Not “One-Size-Fits-All”
James realized that his coaching frameworks were built on white, male, Western leadership ideals that didn’t resonate with all clients.
❌ Old James: “Just be more assertive in meetings.”
✅ New James: “How does asserting yourself in your workplace culture play out for you? What challenges arise?”
2. He Stopped Blaming Clients and Started Listening
Instead of assuming clients weren’t coachable, James started listening to what they actually needed.
❌ Old James: “That’s just identity politics—you need to focus on your career.”
✅ New James: “I hear that racial bias is impacting your career growth. How would you like to navigate that in a way that feels empowering to you?”
3. He Re-Evaluated His Coaching Ethics & Impact on the Profession
James realized that his dismissive approach wasn’t just hurting his clients—it was undermining the integrity of the coaching profession.
🚨 The Harm to Clients:
• Clients left feeling unheard and gaslit, thinking maybe I’m just making excuses.
• Many felt coaching was not a safe space for them to bring their full selves.
🚨 The Harm to the Coaching Industry:
• James’s rigid belief that “I can coach anyone” ignored the need for cultural competence in coaching.
• His coaching perpetuated systemic inequities rather than helping clients navigate them effectively.
How James Applied the FAIR Framework to His Coaching Practice
To repair his coaching practice, James used Lily Zheng’s FAIR Framework (Fairness, Access, Inclusion, Representation):
✅ Fairness
He adjusted his coaching models to acknowledge systemic inequities, rather than dismissing them.
He stopped advising marginalized clients to play the game and instead helped them develop strategies that accounted for workplace bias.
✅ Access
He introduced different coaching formats (written coaching, asynchronous messaging) to accommodate neurodivergent and disabled clients.
He offered sliding-scale coaching for clients from underrepresented backgrounds.
✅ Inclusion
He updated his leadership case studies to include women, BIPOC, LGBTQ+, and neurodivergent leaders.
He trained himself in cultural humility by attending BIPOC-led DEI workshops.
✅ Representation
He actively sought out mentorship from coaches of color and LGBTQ+ coaching professionals to expand his understanding.
He recommended diverse coaching voices when clients asked for perspectives outside his expertise.
Results: From “I Can Coach Anyone” to “I Am Always Learning”
After integrating cultural humility into his practice, James noticed:
✅ Higher retention rates among diverse clients.
✅ More trust in coaching sessions, leading to deeper and more meaningful conversations.
✅ Better self-awareness, leading him to step back when he wasn’t the best fit for a client.
Most importantly, James finally let go of the toxic coaching myth that a good coach can coach anyone. Instead, he embraced a lifelong commitment to learning, listening, and adjusting his approach.
Key Takeaways for Coaches Who Want to Do Better
If you, like James, have ever thought:
🚩 “They’re not coachable.”
🚩 “They’re too focused on identity politics.”
🚩 “Coaching is universal—I don’t need to change my approach.”
… then it’s time to re-evaluate your coaching mindset.
💡 Cultural competence is not optional—it’s an ethical responsibility.
💡 Your coaching should adapt to your client’s lived realities—not the other way around.
💡 The best coaches don’t assume they can coach anyone—they know when to step back, listen, and grow.
Remember, coaching isn’t about proving you can coach everyone—it’s about creating a space where clients feel fully seen, understood, and empowered.