Who Do You Want in Your Corner, and Why?

Navigating the Right Support for Your Business Journey.

As I work on rebranding my website and rethink the kind of work I want to share, I find myself reflecting on the value I can offer to others. Who am I trying to help, and how do my experiences relate to theirs? Yet, as I dig into these questions, I realize I get stuck on words. There are so many titles floating around in my line of work: mentor, coach, advisor, consultant. What do these terms really mean, and where do I fit in?

Here’s how I break it down in my own way:

• A consultant or advisor is a problem-solver—someone who gives you guidance and tells you what to do.

• A mentor is someone who has walked a similar path and can guide you based on their own experiences- what worked for them, and what didn’t.

• A coach believes you already have the answers within you and asks the right questions to help you uncover them.

But what’s often overlooked in these discussions is context. It’s easy to read statements like “everyone needs a coach” or “how would Roger Federer have succeeded without a coach?” Well, here’s the thing: I don’t think Federer would have thrived with a coach that defined themselves as the coach above. His coaches weren’t just asking him questions- they were former tennis players themselves (hello, mentor), they had the expertise to offer advice on what to do next (consultant), and they knew how to read Federer’s needs and adapt their approach (coach).

This becomes tricky when small business owners, eager for the same success, hire a business coach. A common issue (though not always) is that many business coaches have only run one business- their current one. If what you need is someone to ask insightful questions and help you find your own answers, you’ve found the right fit. But if you’re looking for hands-on advice from someone who’s walked through similar experiences, you might not be getting what you expect.

That said, I truly believe there’s someone for everyone- you just have to be crystal clear about your expectations. For me, I’ve come to recognize that I’m best described as a business mentor. I’ve built and sold businesses, raised capital, hired teams, developed products, built software, worked with high-profile individuals, and even taught meditation. But throughout all of this, I’ve kept a soft approach- prioritizing my health and family (especially my kids) and aligning everything I do with my values around human rights and environmental sustainability.

At my core, I’m a mentor who wants to walk alongside business owners with similar values. I want to help you navigate the business world while staying true to your vision and maintaining a balanced, fulfilling life.

With gratitude,
Alexandra