Why So Many Fake Executive Coaches?
Look, I get it. “Executive Coach” sounds fancy. It signals power, prestige, and the kind of wealthy clients who can drop thousands on coaching without blinking. But why are we suddenly seeing a flood of these so-called executive coaches—charging sky-high rates the moment they get their ACC? Simple: they think the title is a shortcut to credibility and financial success.
The problem? Many of these self-proclaimed executive coaches have never even reported to a CXO, let alone had their work known by one. Others haven’t even managed director-level reports or been responsible for major outcomes. So if you’ve never led a department, negotiated multi-million-dollar deals, or made high-stakes decisions that shape an organization’s future… what qualifies you to understand executives? There has to be a commonality somewhere — and please don’t tell me it’s your race or gender.
If You’re Not an Executive Coach, What Are You?
No need to do the cosplay thing with a title that doesn’t fit. Not calling yourself an executive coach doesn’t make you less credible—it actually makes you more credible. When people understand exactly what you do, they’re more likely to trust you and see the value in your work.
Instead of chasing the executive label, try one of these strong, clear coaching titles that reflect who you really want to serve:
Leadership Coach: If you help people develop leadership skills—whether they’re mid-career professionals, team managers, or rising stars—this is a solid choice. It speaks to growth, impact, and influence without limiting you to only working with executives. And yes, you can still work with CXOs under this title.
Founder & Startup Coach: If your clients are more likely to be startup founders, small business owners, or entrepreneurial teams rather than corporate execs, own it. Startups really can use coaches, and this title signals that you understand their chaotic, high-growth world. This is also an excellent niche for ADHD coaches with startup experience. Bonus: It’s great if your work blends coaching with consulting.
Performance Coach: This term is often used by sports coaches, but it is also fitting for those who work with sales teams and ambitious individuals looking to optimize their mindset and productivity. This title suggests you work with top-tier talent—without pretending you’ve been in the C-suite.
Neurodiversity / ADHD Coach: If you specialize in helping professionals with ADHD, Autism, and other neurodigent profiles navigate careers, productivity, and workplace challenges, call it what it is. The demand for neurodivergent-friendly coaching is huge, and this title is very clear.
Strategic Career Coach: Ideal if you help professionals level up, transition industries, or rebrand themselves. Whether you’re working with job seekers, career changers, or high-achievers plotting their next move, this title is clear, strategic, and self-explanatory. It also signals more than just resume writing skills.
Public Speaking Coach: Executives aren’t the only ones who need to command a room. Nonprofit leaders, creatives, academics, and entrepreneurs all benefit from sharpening their communication skills. This title positions you as the go-to expert for those who need to refine their presence and impact.
The Bottom Line
I am actually qualified to have an Executive Coach title. But, I mostly call myself a Leadership Coach, Neurodiversity / ADHD Coach, and Brand Coach—and the context matters. Every so often, I might flex and use the word executive, but I generally aim to be more inclusive in my language and offering. The reality is that many people deserve really great coaching, and their access is limited because of all the fake “executive” coaches.
Do you really need to use the executive in your title to charge premium rates or attract serious clients? No. In fact, misusing the label can backfire when real executives spot the gap between branding and experience. And the impact of this is so much worse than using a filter on your social media photos.
Why not choose a title that reflects your actual expertise and audience?
Clarity sells. Vague, exclusive titles don’t help anyone.
Now, go update that LinkedIn and find your peeps.