The $100 MBA Show – MBA2723 Q&A Wednesday: How Do I Find A Business Coach?

Host: Omar Zenhom
Date: December 31, 2025
Duration (approx): 00:59–15:11
Listener Question: Gustav asks “How do I find the right business coach?”

Episode Overview

In this Q&A Wednesday episode, Omar Zenhom dives deep into one of the most pivotal questions for entrepreneurs: how to find a business coach who will truly move the needle for your business. Drawing from his own experience in bootstrapping and eventually selling a SaaS company, Omar brings a no-nonsense, practical perspective—eschewing generic advice for actionable steps. The episode is packed with clear criteria for selection, practical methods for your search, and essential red flags to avoid wasting time and money.

Key Discussion Points & Insights

1. The Most Important Rule: Your Coach Should Have Done What You Want To Do

(Starts: 00:59)

• Experience Above All:
  Omar emphasizes that your business coach must have achieved what you’re aiming to accomplish. Not just a general business background or social media fame, but verifiable experience in your specific field.

  “They must have done what you want to do. That's the single most important rule when choosing a business coach.” (01:22 – Omar Zenhom)

• Real Experience Over Theory:
  Real coaches provide lived wisdom, not just inspiring talk or theory.

• "Sherpa" Metaphor:
  Omar likens a good coach to a Sherpa:

  “You need to find a Sherpa that works for you and your goals...you don’t hire a Sherpa who wrote a book about your mountain, right? You hire someone who’s actually climbed your mountain multiple times, if possible, because they know the shortcuts, the danger zones, the weather patterns…” (03:07 – Omar Zenhom)

Memorable Example:

Omar tells how he and Nicole sought Dan Martell—someone with direct experience building and selling SaaS companies:

“When Nicole and I were building our software company, Webinar Ninja...we needed someone who actually built and sold companies in the space...Dan Martell...built and sold three SaaS companies before. When he was coaching us, he wasn’t guessing...He literally walked us through the exact path.” (01:52)

2. A Coach’s Role Is to Guide—Not Decide For You

(Caution starts ~04:36)

• Perspective, Not Parental Decisions:
  A strong coach will identify blind spots, offer frameworks, and share stories, but never make business decisions for you.

  “A great coach will guide you...they will not make decisions for you, because you must live with the consequences of those decisions. Not them.” (04:36 – Omar Zenhom)

• Coaches Are Not Accountability Crutches:
  If you want someone to do the work or steer the ship, what you want is a parent, not a coach.

3. How to Actually Find a Business Coach

(Resume main content at 08:02)

Omar gives three primary strategies:

A. Go Where the Industry Gathers

• Attend conferences, events, masterminds, and industry gatherings.

• The best recommendations come from peers and happen offline.

• Real-life networking trumps cold DMs or online celebrity coaches.

  “The best coaches aren’t sitting on Instagram waiting for you to DM them. They’re at conferences, they’re at events, they’re at masterminds…” (08:09 – Omar Zenhom)

B. Tap Your Network

• Ask fellow founders “Who coached you? Who helped you grow?”

• Omar’s example: He learned about Dan Martell from a peer at SaaS Soc conference, Rob Rawson (founder of Time Doctor).

• Leverage existing contacts: customers, vendors, partners, investors.

  “People that work in these companies like Stripe and AWS, Amazon Web Services—they know a lot of people...The more contacts you have, the more contacts you make, the more success you'll have.” (09:39 – Omar Zenhom)

C. Vetting via Social and Research, Not Just Follower Count

• Content is just a hook (“just the trailer to the movie”).
• Research for actual accomplishments, case studies, and industry relevance.
• Avoid those who “haven’t built anything except their coaching business.”

4. Vetting Process: How to Select the Right Coach

(Vetting details at 10:48)

• Don’t Hire After One Call:
  Treat it like a long-term relationship. Two conversations minimum, ideally more.

• Ask for Case Studies & Testimonials:
  Real coaches will happily supply these; wannabes get defensive.

• Ensure Experience Matches Your Goal:

  “Don’t hire a coach who grew a coaching business if you’re building a SaaS product...don’t hire an investor-turned-guru if they never bootstrapped.” (11:31 – Omar Zenhom)

• Teaching Ability Is Essential:
  Not all accomplished founders can teach.

  “Teaching is a skill. And if they don’t have that skill, they can’t transfer their knowledge to you.” (12:06 – Omar Zenhom)

5. Final Thoughts & Motivation

(~13:32–14:25)

• A Great Coach Is a Game Changer—But Only If:
  • They’ve been where you’re going.
  • They have a proven track record.
  • They can actually teach.
  • You’re ready to own the decisions and do the work.

“A coach is not a shortcut. It’s more of a compass or a guiding light. They don’t walk the path for you. They point the way.” (13:47 – Omar Zenhom)

• Finding the Right Coach Takes Time—And That’s Good

  “Finding the right coach is going to take some time…it’s okay. Because the wrong coach can derail your progress for years.” (14:23 – Omar Zenhom)

Notable Quotes & Highlight Moments

• Rule #1: “They must have done what you want to do. That's the single most important rule when choosing a business coach.” (01:22)
• On the Sherpa Metaphor: “You need to find a Sherpa that works for you and your goals...who’s actually climbed your mountain.” (03:17)
• Coach vs. Parent: “If you’re expecting someone to magically build your business for you, you’re looking for a parent, not a coach.” (05:15)
• How to Find a Coach: “The best coaches aren’t sitting on Instagram waiting for you to DM them. They’re at conferences...go where the industry gathers.” (08:09)
• On Vetting: “Ask for some case studies—real stories, real success stories. If they’re pro, they will have plenty of them.” (10:53)
• Final Reminder: “The wrong coach can derail your progress for years. And when you find someone who has lived the journey...that’s when coaching becomes really priceless.” (14:23)

Timestamps for Major Segments

• 00:59: Episode topic introduction and most important rule
• 01:52: Omar’s personal coaching experience with Dan Martell (SaaS acquisition story)
• 03:07: The “Sherpa” metaphor and why experience matters
• 04:36: What a coach does—and does not do
• 08:02: Practical strategies to find a coach
• 10:48: Vetting potential coaches: questions, case studies, and teaching ability
• 13:47: Coach as a compass, not a shortcut
• 14:23: Why the search takes time (and should)
• 14:55: Call for listener questions and closing encouragement

Tone & Style

Omar’s tone throughout is direct, encouraging, and no-nonsense, aiming to empower listeners with actionable, real-world strategies rather than fluff or hype. The metaphors and examples are clear and memorable, making the advice both practical and motivational.

In Summary

This episode cuts through the noise around business coaching, giving clear, experience-based guidance for finding someone who can truly help you achieve your business goals. The central thesis: only work with a coach who has achieved what you want, can clearly teach their process, and is ready to guide you—without taking the decision-making out of your hands.

For more practical business lessons, Omar invites you to subscribe and to send in questions on Instagram @omarzenhom.