Hey founder,
I get it—you’re ambitious, an overthinker, and constantly trying to level up. You've heard about hiring a coach, and maybe it's even been recommended to you. But whether it's the cost, the commitment, or just not feeling ready to open up to someone, coaching may not be right for you, right now. And that’s okay.
I genuinely believe you can achieve most of the benefits of coaching through these alternatives...
This isn’t reverse psychology. I believe it's possible — to build, grow, thrive — without hiring a coach. In fact, it might even be better for you in the long run. It’s more sustainable and can open up growth in ways you couldn’t imagine. You’ll gain a deeper sense of self-awareness, develop stickier habits and create a foundation for long-term success. And if you can integrate 3+ practices below, it’s probably even better than having a coach.
Growth Without a Coach
While a coach can help you grow, gain clarity, and boost your confidence, you can still find similar value through a few key practices and tools. Here are some alternatives to try, on your own terms.
Virtual Mentoring Platforms
Find mentors virtually, at free or low cost. Consider joining entrepreneurial communities or mentors who understand your challenges. Platforms like ADP List, Growth Mentor, Founders Network, and Indie Hackers are great for getting specific advice, when you need it. These communities provide access to professionals who offer direct, timely feedback—which can be especially helpful for tackling specific challenges without committing to an ongoing coaching relationship.
What it offers: experience + perspective + targeted advice
What it lacks: depth of relationship over time + empathy
Journal Extensively
If there's one habit that can give you clarity and track your growth, it's journaling. Set aside time each morning to ask yourself: What's most important to me right now? or What am I feeling, and why? Block out 30 minutes everyday diving into your thoughts. Write honestly—it's for your eyes only. Quarterly and annual reviews can help you reflect on how far you've come, and a ten-year vision helps guide your direction. Journaling lets you externalize your thoughts, gain objectivity, and recognize your own patterns.
What it offers: introspection + self-discovery
What it lacks: external objectivity + inspiration
Create a Digital Coach
AI has come a long way, and you can use it as a sort of digital coach. Create a dedicated chat with ChatGPT or Gemini where you share reflections, challenges, and questions. Use prompts like, "You're my personal founder-coach. My goal is to _______. Help me grow both personally and in my startup. Challenge me and point out blind spots, biases and patterns.” AI is not perfect, but it's a helpful way to see different perspectives or be challenged. Just remember: use AI as a tool for inspiration and reflection, not as a definitive source of truth. Trust your own judgment. Note: it seems to work best in the paid versions of GPT.
What it offers: externalizing your thoughts, perspective
What it lacks: empathy + human touch
Form a Personal Board of Advisors (BoA)
This is a group of people who are a few steps ahead of you. Look for 5-7 individuals who you deeply respect, are a few steps ahead of you and are genuinely interested in your growth. Aim to update them quarterly or annually. Overtime their guidance will help you see beyond your blind spots and hold you/your startup accountable. It’s less formal than a coaching relationship but can be just as impactful when it comes to making strategic decisions.
What it offers: strategic guidance + accountability + sounding board
What it lacks: less structured + consistency
Join a Mastermind Group
There’s immense value in connecting with other entrepreneurs who are navigating similar challenges. By sharing resources, insights, and support, you’ll be able to grow alongside others, gain new perspectives, and get the kind of honest feedback that’s crucial for growth. It’s like having a coach, except multiplied by a group of supportive, driven individuals. Create a mastermind group of 3-5 peers who are at a similar stage of their startup journey but come from different industries.
What it offers: accountability + motivation + advice
What is lacks: focus on you + coaching tools
Attend an Entrepreneur Retreat
Entrepreneur retreats are an excellent way to get inspired, recharge, and think strategically. They are often more interactive and hands-on compared to typical conferences, which is perfect for big-picture thinking and gaining new perspectives. Plus, it offers a great opportunity connect with like-minded individuals in similar situations, fostering cross-pollination and learning (both practical and personal). Attending an entrepreneur retreat once a year can be a powerful way to realign with your vision and set new goals.
What it offers: inspiration + community + introspection
What is lacks: continuity + depth of relationship + focus on you
Become Your Own Coach
Self-awareness is foundational to personal growth. This could mean to take personality tests, meditate, journal, reflect, and always ask yourself why. All of this is seemingly simple or common sense, but the trick is to do this consistently. By developing self-awareness, you're better positioned to recognize your strengths and weaknesses and make deliberate choices about how to grow. The more self-aware you become, the better you’ll be at managing yourself through the highs and lows of entrepreneurship.
What it offers: introspection + focus on you
What is lacks: objectivity + external observation + inspiration
Talk to a Therapist
I'm a huge fan of therapy. Therapists are an excellent resource if you need to address more personal or emotional challenges. Unlike coaches, therapists dive deep into underlying issues and help with mental well-being. Regular sessions can help you move past blocks that impact not only your personal life but your work as well. It's all connected. As I've said many times, our inner world is the foundation for our external success. So do whatever it takes to get your inner game right.
What it offers: introspection + focus on you
What is lacks: startup expertise
Foster a Diverse Circle of Friends
This sounds like a weirdly basic one. But I know plenty of founders who are so focused on their startup that they lose touch with reality. This becomes critical during moments of crisis (which happens all too often for founders). So having a wide circle of friends is a critical way to have multiple sources of insight and support. It helps when some of those friends are other founders, but regular conversation with others brings the humanity back into our perspective. Cultivate honest, authentic conversations can help you see things from different angles, challenge your thinking, and give you a sense of community. Here's a list of great conversation starters to promote those deep conversations.
What it offers: objective opinions + inspiration + connection
What is lacks: startup expertise + advice
Read Widely
Books can serve as fantastic mentors and companions. Dive into books like Siddhartha by Herman Hesse or anything by Seth Godin. Meditations by Roman emporer Marcus Aurelius offers its stoic wisdom, which seems relevant for the chaos of the startup journey. Lastly, the Almanac by Naval Ravikant is particularly relevant for founders, developing their own sense of growth. But choose your own books by following your curiosity, as your passion will lead to deeper learning. Reading combined with journaling creates powerful opportunities for reflection.
What it offers: motivation + insight + frameworks
What is lacks: empathy + observation
2 Last Notes
Downsides of Not Having a Coach
These alternatives are powerful, but each had it's limitations too. A coach provides a consistent, dedicated space for growth—someone who is there for every high and low, offering unbiased, warm, and creative support. The unique dynamic of a long-term coaching relationship can be hard to replicate with AI, peers, or books alone.
That said, the most important relationship you have is the one you have with yourself... it's lifelong, deeply intimate and inescable. Coaching helps, but I still genuinely believe you can foster this positive self-relationship through these practices above. So definitely give some of these alternatives a try.
One Alternative That Doesn’t Work
Loved ones don't work well as a coach. Founders often offload daily stress onto their loved ones, but there are limits. Family and partners have their own challenges, biases, and aren't trained to give objective, structured feedback. They are there for love and support, not coaching. Relying on them often leads to repeated advice or emotional burnout, which is why many founders eventually seek additional support.
Final Thoughts
Hiring a coach isn’t right for everyone. There are many ways to get the same benefits —whether it’s through journaling, using AI, surrounding yourself with mentors, or joining a mastermind. The key is to commit to your growth in ways that resonate with you. And maybe someday, a coach might be right for you OR maybe through the practices above, you might never need a coach! Whatever it is, stay grounded and keep growing.
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Brian Tam
Thinking partner for thoughtful founders