Coaching Vs Mentoring

What’s the difference and why it matters for solo business owners

I didn’t always know the difference between coaching and mentoring. In fact, like many business owners I now work with, I used to see them as more or less the same thing: someone more experienced offering guidance. But over the years—and especially through my own coach training and practice—I began to realise the distinction isn’t just academic. It fundamentally changes how people grow, lead, and succeed.

I draw on my lived experience coaching solo business owners, my training both as a Coach and separately as a Mentor, and reflective practice that continues to inform my approach. Here, I’ll share how I see the difference between coaching and mentoring, describe my coaching philosophy, and explore the practical implications for those leading businesses. I also take a critical look at the pros and cons of investing in coaching, particularly when resources are tight.

Two Paths That Look Similar, But Walk Differently

When I first started supporting startups and business owners, I played both roles: sometimes I was asked, "What would you do?" and other times I asked, "What do you want to do?" I came to see that mentoring and coaching are distinct, each offering value in different ways.

Mentoring: Sharing the Journey

Mentoring, at its heart, is relational and experience-based. A mentor brings their knowledge, lessons learned, and contacts. I recall a client, Louise, who needed help navigating the food production industry. In this case, a mentor with direct experience in food compliance saved him months of research. That’s the gift of mentoring: shortcuts, encouragement, and reassurance from someone who’s been there.

Coaching: Holding the Space for Discovery

Coaching, on the other hand, asks the client to be the expert in their own life. My job as coach isn’t to give answers but to enable better questions. For example, when working with Lisa, who was burnt out by client demands, we didn’t create a new service package on the spot. We explored why she found it hard to say no, what success actually meant for her, and what systems she needed to protect her energy. The shift came not from advice, but awareness.

To use a metaphor: a mentor walks ahead and lights the path. A coach walks beside you and hands you the torch.

My Coaching Philosophy: Stretch, Align, Act

As someone deeply influenced by values-led approaches (and thinkers like Brené Brown), my coaching style blends challenge with compassion, clarity with reflection. Three principles underpin my work:

Stretch

Growth lies just beyond comfort. I gently challenge clients to examine self-limiting beliefs, surface unhelpful patterns, and test new thinking. One client said, "You didn’t let me get away with my usual avoidance," and I took that as high praise. This isn’t about pressure, but about daring to do business differently.

Align

For business owners, misalignment between personal values and business practice leads to fatigue, frustration, or burnout. We use tools like values mapping, reflective journaling, and intentional goal-setting to create congruence between the person and the business. The result? Confidence and clarity.

Act

Coaching isn’t just talking. Each session ends with clear actions: experiments to run, conversations to have, or systems to build. We follow up. We iterate. We celebrate progress.

My clients often arrive overwhelmed or under-confident, yet leave with renewed agency. As one put it: "I thought I needed a marketing plan. What I actually needed was to trust myself again."

Critically Reflecting on Coaching as a Paid Support for Business Owners

Working with hundreds of business leaders of all ages, from all around the world, has shown me that coaching can be transformative—but it’s not always the right solution, nor is it always accessible.

The Benefits:

Personalisation: Coaching supports the whole person, not just the business problem. It meets you where you are, this was fundamental in my training and has always been part of my work.

Accelerated Insight: Reflective dialogue often surfaces issues that were previously unconscious or avoided, this is where my experience comes in. But I have no set agenda or expected solution.

Accountability: With support, clients commit more deeply to their goals, they deliver on their intentions.

Emotional Resilience: Coaching supports mindset development, helping entrepreneurs bounce back from setbacks. Reframing and Rebuilding.

The Limitations:

Cost vs. Cashflow: For some, coaching feels expensive. The ROI isn’t always visible immediately.

Uneven Quality: Coaching is an unregulated industry. Without a clear standard or ethical practice, quality can vary significantly.

Dependency Risk: Clients may delay decision-making, deferring too much to the coaching space.

It’s worth acknowledging these tensions openly. Coaching is most powerful when the client is ready, willing, and resourced to grow—and when the coach is trained, supervised, and reflective.

Choosing What You Need: A Coach, a Mentor, or a Mirror?

At different points, business owners need different types of support. If you need to build skills or navigate a specific industry, mentoring may be the right fit. If you're ready to change your thinking, deepen your self-awareness, and act from a place of clarity, coaching might be the right path.

Often, the most powerful support combines elements of both. Some of my clients work with me as a mentor and a coach in parallel, or move between the two as their needs evolve.

Coaching as Reflective and Ethical Practice

Effective coaching is rooted in ethics, empathy, and evidence. As a practitioner, I hold myself accountable to reflective practice, regular supervision, and continued development. My aim is to be a thinking partner for my clients, someone who helps them get out of their own way—but always in service of their values, their goals.

For those leading businesses, the stakes are high and the resources often scarce. But investing in coaching, when done with care and clarity, can be one of the most strategic decisions you make. Because in business, as in life, clarity leads to action. And aligned action leads to meaningful impact.