Bigger, Brighter, and the Price of Making an Impact

In today’s social media-driven world, success is far too often measured a with a number: 10K, 100K, a million++ followers. The narrative pushed across platforms is clear — if you’re not growing, you’re failing and letting the algorithm win. Scroll through your social media and every third post in the feed is marketing a plan to become an algorithm warrior, be next best thing after chocolate, and THE influencer to follow. Apparently, if you don’t have a massive audience, you’re invisible. If you aren’t charging premium rates, your expertise must be lacking. But at what cost? 

We are urged to scale up, aim higher, and go viral. Coaches, entrepreneurs, and creatives are bombarded with the pressure to build massive brands, expand their reach, and chase six-figure months. The message? More is always better. But who is this really serving? While growth and expansion aren’t inherently negative, the obsession with being “bigger” often overshadows the real purpose of coaching, mentoring, and making an impact. The ability to guide, support, and transform lives shouldn’t be measured by a follower count but by the depth of influence on individuals who need it most.

I attended a Jesuit-run university where the motto is to be men and women for others. Regardless of your background and degree, the philosophy of the university is to be of service to others first and foremost, and not to make money. Toomany talented and compassionate coaches feel trapped in the idea that unless they’re selling premium programs with hefty price tags, they won’t be taken seriously. The industry has created a false belief that investing in personal growth or professional mentorship has to be an expensive endeavor, making many feel excluded from the very help they seek. So when I look around me, I feel like a fish out of water being told that my real purpose is to aim to be a highly paid life coach. It bothers me to the core and I don’t like being pushed into this corner.

Why do we have to put a price on kindness and compassion? Why turn everything into a business? Why has success become a commodity available only to those who can afford it? Why does a great coach have to be someone who charges thousands per session? The reality is, impact doesn’t have to come with a luxury price tag. Some of the most profound guidance in life has come from teachers, mentors, and leaders who weren’t driven by six-figure revenue goals but by the desire to help others, or maybe even sat on the sidewalk hoping to find a few coins in their bowl for their next meal. 

Not every coach needs to be a brand, and not every business needs to scale to extraordinary heights. There is value in working with small, engaged communities and nurturing genuine connections. A coach with 500 loyal followers who truly benefit from their work can have just as much—if not more—impact than one with 50,000 disengaged followers chasing trends. We need a shift in perspective:

• Authenticity over numbers. Engagement, connection, and transformation should matter more than reach.
  
• Accessibility over exclusivity. Valuable coaching and mentorship should be available to those who need it, not just those who can afford premium pricing.
  
• Sustainability over speed. Long-term impact often comes from steady, intentional work, not rapid, flashy growth.

It’s time to redefine what it means to be a life coach – that is to be a good influence, and not an influencer. 

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