Consultant, Coach, or Navigator?

The designation of “consultant” has begun to take on rather negative connotations. So now, few entrepreneurs offering this type of service would refer to themselves as a consultant. In recent years, the designation has shifted towards “coach” as a replacement for consultant. There is worthy discussion about whether the roles of consultant and coach are even the same. John Jantsch posted an article on this topic earlier today called Coach vs. Consultant, where he offers possible definitions and proposes that what takes place is often a hybrid of these two roles.

With the launch of Marketing Integrity, I have reflected on this myself and have decided I prefer the term “navigator”. I am a Marketing Navigator. A navigator is one who assists the driver, captain, or pilot in charting and directing the best course of direction to get to the desired destination. The navigator has prepared a plan, knows the purpose of the journey, knows where to go, and how to best get there. The captain (business owner/manager) has developed an implicit trust of the navigator’s abilities and may ask for clarification and explanation but will ultimately rely on the skill and experience of the navigator. As a result, a lot of stress and anxiety is relieved from the captain so they can concentrate on steering the organization and assessing the progress.

This is the service a good marketing (or other specialist) navigator provides. They create a plan for the organization in consultation with the business manager to help the organization realize its goals and objectives. The navigator then directs the execution of the plan to help the organization arrive at its desired destination. They decide what roads will best accomplish the journey according to the desired time-line, direction, and budget. Occasionally, the organization will get a little off course or encounter unexpected obstacles. The navigator will provide direction around these and advise on how to get back on course. A good Marketing Navigator provides immense value to the organization to help it succeed.

I welcome your comments, suggestions, and insights. This is an interesting and valuable conversation.