Your Coaching Biz vs AI

Your Coaching Biz vs AI

Two years ago, I got an email that hit different.

A new client told me they didn’t need copy for their sales page because they’d “just use ChatGPT.”

Spoiler alert: their copy sucked harder than a Dyson vacuum.

But that's not the point.

The wake-up call was this: AI didn’t have to be better. It just had to be good enough.

Cheap, fast, and everywhere.

AI has squeezed two things most service businesses are built on:

• Entry-level delivery (copy, research, admin, simple design)

• Narrow specialist skills

Last week I wrote about how this is reshaping coaching.

This week, let’s flip the script.

Let’s talk about what still holds up, and how to build a moat AI can’t cross.

A moat is what keeps your offer from getting replaced by a prompt.

Here are 3 worth building:

Moat #1: Be More of a Generalist

This is the age of the generalist, they say.

The concept is:

Service providers who only do one thing are being replaced first.

Why? Because clients now have options that are free, fast, and 80% as good.

• If you only do design, clients will try AI-generated images first.

• If you only write emails, Claude will give them something “pretty decent.”

• If you’re a fitness coach, ChatGPT is available 24/7 and doesn’t reschedule.

Specialization used to be a strength. Now it’s a liability.

This doesn’t mean you need to be good at everything.

But you do need to zoom out.

Understand more than your lane.

Think in systems, not steps.

And when your client needs something new, you better be able to move quickly.

Moat #2: Build Community Into Your Offer

Have you scrolled LinkedIn lately?

90% of the content and comments is AI generated. Super boring.

These platforms are still probably a good place to find clients/leads. (for now)

But real communities still matter.

People still want to connect, vent, ask questions, and get real responses.

That’s why platforms like Skool and Circle are growing fast.

The engagement is real. The connections are human.

Clients don't want another AI-generated info hub. They want a place where they can talk, ask, share and hear from their human peers and you.

If you build a community around your service (not just a support channel), but a place where clients show up for each other, that’s a moat AI can’t fake.

When people want connection, they won’t ask ChatGPT.

They’ll log into your group.

Moat #3: Lead With EQ and Execution

Heard this on a podcast and haven’t stopped thinking about it:

Your ability to sense what your client actually needs is rare.

Your ability to move fast and make the right call is still valuable.

Your ability to say “trust me, I’ve got this” and make them believe it is everything.

AI can build a roadmap.

But it can’t compel action.

It can’t make a client feel like they’re in good hands.

That’s your moat.

Quick Recap

You’ve probably already felt it.

Clients are using AI.

And they’re going to use more of it.

That’s not the threat. The threat is staying stuck with the same positioning you had before.

These moats — adaptability, community, and emotional intelligence — are your edge.

Start building now. You’ll still be relevant in two years while everyone else is arguing about which LLM is better.

Which of these moats are you already building? Hit reply and let me know.