Why Do Top Leaders Still Need Coaching?

By leadership author and keynote speaker Ross Shafer

Welcome to the Relevant Leaders Club, where I post weekly videos to help you grow your business, elevate your leadership, and accelerate your career.

This week, we’re tackling a question that catches many professionals off guard:

“Why would a top CEO, elite athlete, or world-class entrepreneur still need a coach?”

If you’re already successful, shouldn’t you be done with coaching?
Absolutely not.

In fact, the best leaders in the world rely on coaching more than ever—because they understand that greatness is a moving target.

Your First Coach Set the Tone

Think back to when you were a kid playing sports.
Chances are, you had a coach. Maybe they yelled too much and made you cringe. Or maybe they helped you push past your limits, taught you discipline, and showed you how to be better than you thought possible.

I played football throughout high school and college. My best coaches knew how to push and praise me at the right time. When I slacked off, they’d get in my face and say:

“Shafer, I know you can do better than that—because I’ve seen you do it.”

That kind of accountability sticks with you.

Great Coaches Know It’s All About Performance

Some people think coaches are only necessary for teams—not individuals. That’s a myth.

Every top performer obsesses over their individual game. Whether you’re a solo entrepreneur or a CEO leading a massive organization, you’re still responsible for your personal performance. Coaches help you fine-tune your skills so that you can contribute to the overall victory.

Even individual sports stars rely on coaches.

A few years ago, I shared the stage with pro golfer Greg Norman. He told me that even at his peak—earning millions each year—he still had a coach reviewing his swing and keeping his mental game sharp.

Why? Because top performers never stop improving.

Smart Leaders Know They Can’t See Everything

On the flip side, some leaders refuse coaching. They believe they know it all and spend more time instructing than learning.

That’s not leadership—that’s arrogance.
And arrogance will sink a company faster than bad budgeting.

No leader can stay objective 100% of the time. There are too many reports, too many meetings, too many fires to put out. You need someone who:

• Understands your strengths and blind spots

• Keeps you focused on long-term goals

• Reminds you to lead ethically, clearly, and consistently

Leadership is demanding, but you don’t have to do it alone.

Who Coaches the Coaches?

Every great leader has a trusted advisor:

• The President has a cabinet

• An NFL coach has assistant coaches and a GM

• A public company has a board of directors

So, what about you?

• Do you have a trusted confidant who can coach you through uncertainty?

• Someone who helps you weigh bold ideas and risky moves?

• Someone who wants to see you succeed—but won’t sugarcoat the truth?

If so, congratulations—you’ve conquered ego.
If not, it might be time to find the right coach.

How to Choose the Right Leadership Coach

If you’re considering coaching, start by asking yourself:

• Do I trust this person to speak truthfully—even when it’s hard to hear?

• Do I feel comfortable enough to be vulnerable and honest?

• Do they understand my strengths and weaknesses?

• Are they invested in my growth without judgment?

Your coach could be someone you already know. But whether they’re internal or external, you must have rapport. Otherwise, every session will feel painful—and you’ll eventually quit.

What a Great Leadership Coach Will Do for You

A good coach doesn’t tell you what to do. They guide you to do your best work.

Here’s what to expect:

• Keep you aligned with your values and ethics

• Help you communicate better

• Promote clarity and transparency

• Reduce team friction

• Challenge your thinking and sharpen your decision-making

Bottom line: A smart, trusted coach helps you become the strongest version of yourself.

Watch the Video: Why Do Leaders Still Need Coaching?

🎥 Want more insights on why top-tier leaders always have a coach in their corner?  Watch the full video here

Ready to Work With a Coach?

Ross Shafer delivers high-impact keynotes, workshops, and consulting that challenge outdated thinking and fuel meaningful leadership growth. If your organization wants to foster performance, culture, and resilience Hire Ross Shafer to speak at your next event — because even great leaders need guidance.