Why Coaching? Why Now?

(And How Much Is Staying the Same Really Costing You?)

By William F. Nazzaro, founder of The Time to Lead Institute, leadership expert, performance and executive coach, and trusted advisor to leaders navigating transformation and cultural change.

Most people don’t hire a coach when life is smooth.
They wait until they’re sick of their excuses or something finally breaks.

Honestly, it’s predictable.

People will stall, overthink, make another pros-and-cons list, binge more books or podcasts — anything to delay real change.

Meanwhile, the people who get unstuck? They don’t waste time massaging their excuses.

They pay for strategy, perspective, and the kind of gut-punch truths most people avoid.

 The high cost of waiting

By the time most people finally look for a coach, they’re already paying a price:

• Underpaid.
• Stalled goals.
• Avoided conversations.
• Shrinking ambitions.
• Quietly wondering if anyone sees their potential.

That’s the real cost: doing nothing. And I know it firsthand.

In 2013, I was stuck in the same destructive patterns with different clients. My business wasn’t growing. I was restless, frustrated, and blaming everyone else. I’d read every self-help book on the shelf — but I was still lying awake at night, anxious about what would happen if things didn’t change.

Then, almost by chance, I got a message on LinkedIn about coaching. I thought, “What do I have to lose?” But truthfully, I had everything to lose. No pipeline. No revenue. Our family was living on a single income with two young girls, and I still chose to invest $5,000 I didn’t really have.

It was the best decision I ever made.

I stopped blaming. Took full responsibility. And with my coach’s help, I faced the patterns that were keeping me stuck. That changed everything.

In just seven years, I grew from roughly $200K to over $6 million in revenue.

I went from having no direct clients to landing contracts with major companies, including Ford, TD Ameritrade, Amerisure, Schwab, and Ascensus. These weren’t one-and-done engagements either. I worked with Ford from 2014 to 2020, and with TD Ameritrade (and later Schwab) from 2015 to 2023, through multiple renewals. Over time, I scaled from a solo entrepreneur to leading a team of 18 coaches.

I’m not sharing these numbers to impress you; instead, I’m sharing them to show you what’s possible when you stop waiting and start betting on yourself.

The myth of “the right time”

Here’s a hard truth:
There is no perfect time.
There’s just more time slipping by.

Life won’t magically calm down.
You won’t just “feel ready.”
You have to decide that your growth matters more than your comfort.

Coaching is for people ready to take action. It’s for those who want an unfiltered mirror, a sharp mind in their corner, and someone who won’t let them hide behind small stories.

Saying yes to coaching takes guts — to face yourself honestly, take full responsibility, and be challenged (not comforted) in service of who you’re becoming.

“All coaching is, is taking a player where he can’t take himself.” – Bill McCartney.

🎥 Coaching isn’t about fixing you. It’s about unlocking what’s already inside — the potential you haven’t fully tapped. This 30-second clip captures that better than anything I could write. 

What I hear most often

I’ve heard every reason not to invest in coaching. And to be honest, I’ve said some of these myself:

• “The timing isn’t right – I’m slammed at work and juggling too much at home.”
• “I haven’t budgeted for this. Maybe next time.”
• “I don’t think I’m ready.”
• “I should be able to figure this out on my own.”
• “Things aren’t that bad … yet.”
• “I don’t even know what I want.”
• “What if it doesn’t work for me?”

They all feel valid — and that’s the trap.
They sound responsible. But they’re rooted in fear, hesitation, or the illusion of control.
Every time you repeat one, you trade growth for delay. Another month. Another quarter. Another year.

Ready for a gut-check?

Take a moment to reflect on your life right now: your career, your influence, your impact.

If nothing changes…
If you stay on this same trajectory for another year or two…
Are you actually okay with that?

Staying the same isn’t free.
You pay in lost time, smaller paychecks, and those nights you lie awake knowing you’re meant for more.

I’ll share more soon — what coaching actually feels like, and why it’s probably nothing like you imagine.

And if you’re already feeling that pull?

Reach out. Let’s find out what happens when you stop negotiating with your limitations and start betting on yourself.

 👤William F. Nazzaro is the founder of The Time to Lead Institute and an ICF-certified executive and performance coach. With over 30 years of experience guiding organizations and senior leaders through complex transformations, he helps high-performing professionals stay anchored, expand their influence, and lead with clarity — even in moments of pressure or resistance.

A lifelong learner and trusted advisor, William believes leadership is a privilege and a choice — one worth making with integrity, purpose, and heart. Learn more at www.timetolead.com.