There is a huge difference between protagonists or player, coaches and commentators. And there is a difference in what is expected of them and what language they use.

A player or protagonist, for example, should never say that they are “the best”, “the market leader”, “the one to beat” or anything similar. That is the domain of commentators. Commentators perform an important, quasi-independent, third party role – and they should be left to do their job.

The player should focus on doing the job! End of.

The coach should be the most robust critic of the player – in private. His or her advice is up close and personal and should remain private. The coach who becomes a commentator betrays the client – the player. Similarly the coach who becomes the story, betrays the client. A financial advisor, accountant or lawyer would never dream of being indiscreet about their clients. Neither should a coach. All in all a good reason to avoid coaches who do after dinner speeches – where do they get their content?

Of course, the other cardinal sin a coach can make is to upstage the client , pull the client down by association or become the story.

My policy here is clear and always has been. I am a backroom resource. My clients are the story. Not me.