Throughout my years as a business coach, I have observed a revealing pattern: the language business owners use offers profound insights into how they think about themselves and their business. These linguistic choices reveal mindsets that can either limit or accelerate both personal and business growth.

A recent conversation with a business owner illustrated this perfectly. At the end of our conversation, they asked: “What will your ongoing services cost?”

This single question spoke volumes.  By framing coaching as a “cost” rather than an “investment” they revealed their underlying approach to growing the business and themselves.

When business owners view coaching as a cost:

• Their focus will primarily be on short-term, immediate gains
• They will measure value exclusively through returns that are quantifiable
• They will quickly eliminate “expenses” not providing those quantifiable returns

Conversely, when coaching is viewed as an investment:

• There is an understanding and acceptance that transformative results will only unfold over time
• There is recognition any form of growth rarely follows a straight line
• They value guidance to help them through those inevitable twists and turns
• They see coaching as a catalyst amplifying their capabilities

This distinction extends beyond coaching services. It applies to team development, technology adoption, marketing initiatives, and virtually every aspect of building a successful business.

Business owners who consistently use investment-oriented language tend to:

• Take more calculated risks
• Show greater resilience during times they are challenged
• Build stronger, more sustainable businesses
• Experience more fulfillment in their journey in business and life

My approach in coaching is to always encourage business owners to pay attention to their language.  How they use it to describe their business and their lives will reveal not only their current thinking, but their view about the future they are creating for themselves and their business.