Jessica Lyonford Of zant On The Top 5 Trends Shaping the Future of Coaching
An Interview With Chad Silverstein
More tech. Most of my clients now meet with me virtually, through video conferencing or phone calls. The shift toward virtual coaching was accelerated by the pandemic, but it was inevitable in our increasingly online world. Innovations in coaching platforms like zant enable me to connect with a diverse range of clients, from local entrepreneurs and college students across the United States, to clients halfway around the globe in Pakistan. Add AI and machine learning to the mix, we’re on the brink of a digital transformation that will redefine the industry as a whole.
The world of coaching is undergoing a seismic shift, with emerging trends set to redefine its boundaries and possibilities. From digital transformation and the integration of artificial intelligence to the growing emphasis on mental health and the global rise of coaching cultures within organizations, these developments are reshaping the landscape of personal and professional growth. As we navigate through these changes, understanding the forces that drive the future of coaching becomes paramount. I had the pleasure of interviewing Jessica Lyonford.
Jessica Lyonford is an ICF-Certified Life Coach and the visionary founder behind Project More Happy, a company dedicated to spreading the science of happiness. Drawing from positive psychology, her framework of The Eight Pillars of Happiness helps people design lives rooted in purpose and joy. Jessica is also host of the Project: More Happy podcast and serves as a certified provider on the zant app.
Thank you for joining us. To start, could you share your “origin story” with our readers? How did you begin your coaching journey, and what challenges did you face in the early days?
Thank you for having me. Honestly, I never expected to end up a life coach, but here I am, incredibly grateful for this unexpected journey into coaching.
My career began in advertising, where I worked my way up to becoming a Creative Director for big brands. It was a dream job. Literally — I had dreamed about it for years and years. Yet, when I was finally there, I found myself unhappy, burnt out, and misaligned.
This led me on a path of self-care and discovery, where I first stumbled upon the field of positive psychology. I was blown away by what the science of happiness could teach us about thriving as individuals and as a community. Motivated by this, I launched Project More Happy to spread the science of happiness. A few years later, people started requesting coaching through Project More Happy. I had never planned to offer coaching, but the persistent interest led me to become ICF-certified. And I am so, so glad it did.
In the early days, the biggest challenge I faced with Project More Happy was overcoming my own limiting beliefs about what a business could be and how I could best use my expertise to serve the world. Learning to trust myself was crucial for the growth of the business. This is still a work in progress, but it’s work I love doing–dedicating myself to the betterment of myself, my clients, Project More Happy, and the world at large.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Success in business for me boils down to curiosity, compassion, and creativity. Each has played a huge role in shaping my journey and guiding my decisions.
Curiosity was what led me from a career that wasn’t quite right, toward building a business all about happiness. My curiosity around my happiness both changed my life and became the heartbeat of Project More Happy. This eagerness to learn, explore, and grow keeps my business and me moving forward.
The second trait is compassion and seeing how we are all connected. It’s understanding that even my smallest actions can have a big impact on the people and world around me. I run my business with a deep belief that we all want the same things–to be seen, heard, valued, and loved. It’s compassion that keeps me showing up authentically. Because it’s not about me or my clients but about making the world a more flourishing place for everyone.
Creativity is my problem-solving superpower. I’ve always been able to see patterns and possibilities that others might miss. This skill served me well as a Creative Director in advertising and even more so as an entrepreneur. Creativity helps me be more flexible, more resilient, and more optimistic when growing my business.
Curiosity, compassion, and creativity are a huge part of how I approach both life and business. All three keep me focused on the bigger picture and provide the meaning and purpose I was missing from my early career.
Can you share your favorite “Life Lesson Quote”? Why does that resonate with you so much?
“If you want others to be happy, practice compassion. If you want to be happy, practice compassion.” — His Holiness the Dalai Lama
This quote reflects my journey towards happiness. It has encouraged me to adopt a gentler approach towards both myself and others. Compassion is one of The Eight Pillars of Happiness and, like happiness itself, requires regular practice.
For me, extending compassion towards others was always easy. It’s the second part — “If you want to be happy, practice compassion.” — that has been perhaps the biggest life lesson for me. I had to learn to love myself and to show myself grace and that took a lot of practice.
Compassion fosters meaningful connections. And joy lives in meaningful connection. Fun lives in meaningful connection. Love lives in meaningful connection.
We must practice compassion to create a happier world for everyone.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
I’m currently working on a couple things that really light me up. One of them is the Happiness Workout Deck, a dream project of mine that’s about to launch on Kickstarter. It’s a deck of 52 cards, each offering a happiness exercise aligned with one of The Eight Pillars of Happiness. The goal is to simplify the practice of happiness, making it easy and actionable for everyone.
Another project that’s close to my heart is my partnership with the zant app. I’m super excited about this because the app and its team are dedicated to making mental health support more accessible. What I love most is the special rate for students, who often lack access to the support they need. Expanding my presence on the app and reaching more clients through it is something I’m really having fun with.
Without saying any names could you share a particularly memorable success story from your coaching career?
Answering this question is really hard because every client’s success feels big and worth celebrating to me. I take great joy in walking with my clients and supporting them as they design lives they love. Because of this, I’m super invested in the success of each and every one of them.
But one recent win that stands out for me was with a long-time client who just landed his dream role after getting burnt out in a toxic, misaligned job. This was really inspiring to watch unfold because after such a long job search going solo, he realized the power of NOT going it alone. When he finally let himself be vulnerable and ask for help, his network showed up for him in really big ways, the same ways he had always shown up for them.
That a-ha moment of connecting with and realizing the shared humanity in his experience is what ultimately got him that dream job. And that’s a life lesson he can carry with him from now on.
Ok, thank you for that. Let’s now jump to the primary focus of our interview about coaching. How has your approach to coaching evolved over the years, and what personal learnings have you applied to your own development?
My coaching approach has definitely evolved since my early days, and really with an emphasis on accessibility. As new tools and platforms have emerged, I’ve incorporated them to help streamline my practice. This is especially true when it comes to using AI for behind-the-scenes work, allowing me to free up time for more one-on-one coaching.
Personally, I’ve become more confident and assured in my practice. I’ve learned the value of sitting in silence with my clients, creating space for reflection and insight. I’ve honed my ability to empathize without absorbing my clients’ emotions, enhancing the effectiveness of my coaching and deepening my connections with clients.
I grow every session as a coach and try to be flexible and adaptive as new tools emerge. Growth–both personally and professionally–is a goal I have for myself every single day.
How do you incorporate feedback into your coaching practice to continuously improve?
When I onboard a new client, I make it clear: I want your feedback.
Everyone’s journey is unique, which means meeting them exactly where they are requires their input. Being fully open and receptive to regular, ongoing feedback allows me to meet them where they are in any given session and at any point in our coaching relationship. It’s through this collaborative process that we can achieve the results they’re aiming for.
Can you discuss an innovation in coaching that you believe is currently underappreciated but has the potential to significantly impact the field?
AI is a game-changer that’s not getting nearly enough attention in the industry. At the basic level, it’s like having an ultra-efficient assistant handling all that time-consuming admin work — think scheduling, emails, and paperwork. This means we coaches can spend more time doing what we love–having meaningful and life-changing coaching conversations.
But the real magic of AI is how it can help us get more thoughtful about the coaching process itself. It’s a superpower that lets us tailor our coaching in very specific ways, making every session that much more impactful. And that’s something I believe could have a huge impact in the coaching industry.
In what ways can coaching address the evolving mental health needs of diverse populations in a digitally connected world?
The universal human longing for connection transcends backgrounds and experiences, especially in our digitally connected world. With its inherently personalized and empathetic approach, coaching is uniquely positioned to meet the evolving mental health needs of diverse populations.
By leveraging digital platforms, coaches can reach people across the globe, offering support and guidance that respects and acknowledges the richness of their varied experiences.
Digital coaching platforms like the zant app enable the customization of coaching programs to address specific preferences and needs, ensuring that interventions are as inclusive as they are impactful.
Coaching in the digital age has the potential to forge meaningful connections and offer targeted support to an even larger global population. And this makes mental health care more accessible and relevant to people from all walks of life.
How do you foresee artificial intelligence and machine learning transforming the coaching industry in the next decade?
AI and machine learning are set to democratize coaching further, making it accessible to a broader audience, which is something I’m genuinely excited about. These technologies hold the potential to handle many aspects of client support between sessions, freeing up coaches to focus more on coaching. This could significantly enhance the coaching industry’s capacity to serve clients.
However, I want to emphasize that, in my view, these advancements should be seen as tools to augment the services of a credentialed coach, not as replacements for the human-to-human interaction that is the heart of the coaching relationship. The power of coaching comes from its ability to affirm our shared humanity, something AI and machine learning cannot authentically replicate. Yet, these technologies can undoubtedly enrich the coaching process, offering deeper analyses, additional tools and valuable data sets to drive meaningful results.
What role do you believe ethical considerations and privacy concerns will play in the future of coaching, especially with the increased use of digital platforms?
Understanding and addressing privacy concerns in coaching, especially on digital platforms, is a huge deal. Protecting our clients and their data is our ethical responsibility as coaches.
As a coach who adheres to the International Coaching Federation (ICF) Code of Ethics, I take my clients’ confidentiality and privacy very seriously. This becomes even more important as we all integrate technologies like AI and machine learning into coaching.
Coaches need to use these advanced tools responsibly and ethically. It’s essential for governing bodies to reflect these changes in their credentialing processes to ensure that the ethical use of technology is a vital part of coaching standards. I believe in the need for more oversight within our profession to ensure the rights of clients are always protected.
Could you list and briefly explain “Top 5 Trends Shaping the Future of Coaching” based on your experiences and insights?
5 trends video: https://youtu.be/N0XrKSC1vhs
1 . More tech. Most of my clients now meet with me virtually, through video conferencing or phone calls. The shift toward virtual coaching was accelerated by the pandemic, but it was inevitable in our increasingly online world. Innovations in coaching platforms like zant enable me to connect with a diverse range of clients, from local entrepreneurs and college students across the United States, to clients halfway around the globe in Pakistan. Add AI and machine learning to the mix, we’re on the brink of a digital transformation that will redefine the industry as a whole.
2 . A more holistic approach. I’ve been working with many clients dealing with or recovering from burnout lately and it’s becoming increasingly clear to all of us — coaches and clients alike — that physical, mental and emotional health are deeply interconnected. Coaching plays a crucial role in addressing this complexity. I often tell people that everyone could benefit from both a good therapist and a good coach. I should probably include a good health practitioner in there as well. Understanding and supporting this interconnectedness is a trend that’s here to stay, as we recognize the full spectrum of health and wellness.
3 . More coaching culture in business. The pandemic has fast-tracked changes in workplace dynamics, highlighting that our systems could do more to support human flourishing. Science has proven that happy employees are more engaged, more productive, more innovative and more loyal. As a result, coaching cultures are flourishing within companies, aiming to meet these evolving needs. This trend reflects a shift towards prioritizing employee well-being as a cornerstone of business success.
4 . More micro-coaching. This trend is my current favorite. Micro-coaching is an approach that involves short, focused coaching sessions designed to address specific issues or goals in a very concise timeframe, say 5–10 minutes. These are growing in popularity because micro-sessions fit seamlessly into our busy schedules, making coaching both accessible and timely. The increase in coaching calls I have with clients in their cars, taking a moment in a parking lot, speaks volumes. This adaptability makes coaching more relevant and practical, suiting the real-time demands of our lives.
5 . More authentic specializations. Niching has always been a part of coaching, but the future lies in authentic connections. Coaches need to meet people where they are, understanding their unique experiences. My work with neurodiverse clients and the LGBTQ+ community stems from my life experiences, allowing me to truly offer a safe space that fosters deep understanding. This trend towards specialization enhances the coaching experience and enriches the coach-client relationship with authenticity and empathy.
How do you envision the integration of coaching within organizational cultures changing the landscape of leadership and employee development?
As I mentioned earlier, integrating coaching into organizational cultures will continue to transform how we do business. A coaching culture in the workplace encourages growth-focused leadership, which increases team engagement and innovation. Leaders who use coaching to tap into team member strengths foster a culture of team collaboration and personal agency.
This promotes a learning-oriented environment that is crucial in today’s business landscape. It also moves away from top-down leadership, encouraging a more collaborative and feedback-rich atmosphere. Coaching cultures within organizations lead to more adaptable businesses, more fulfilled employees, and more productive workplaces.
What do you see as the biggest challenge facing the coaching industry today, and how might we overcome it?
The industry’s rapid growth is outpacing its regulation, leading to two key challenges: a misunderstanding of coaching’s true value and a prevalence of unqualified people selling themselves as coaches. This confusion undermines the effectiveness and reputation of coaching and blurs the lines from consulting, mentoring, and therapy — each valuable, yet distinctly different from coaching.
Luckily there is a fairly simple solution. And that lies in increased oversight and standardization of coaching practices. Organizations like the International Coaching Federation are pivotal in defining and maintaining professional coaching standards. Accreditations from such organizations clarify the purpose of coaching, set ethical standards and ensure practitioners are qualified.
What is one long-term goal you have for your coaching practice, and how are you working towards it?
My big, bold long-term dream with coaching is to provide leadership and corporate coaching around designing happier businesses and workplaces to Fortune 500 companies. Project More Happy envisions a world that is more just, more sustainable, and more firmly rooted in our shared humanity. Working with and coaching business leaders around implementing the science of happiness at that scale would be a game-changer for our world and a massive win for me and my dreams for Project More Happy.
How can our readers continue to follow your work?
Everyone is invited to connect with me on Instagram at @themorehappycoach or tune into the Project: More Happy podcast on your favorite podcast platform. Additionally, I’m available on the zant app — simply look up Coach Jess to schedule your session.
Thank you for offering such valuable insights into the future of coaching. We look forward to seeing your work continue to reach new heights, and we wish you continued success.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com.
