The Power of Truth-Telling in Coaching: Insights from Steven Morrow

In today’s world of coaching, success is often portrayed through flashy Instagram profiles, endless streams of motivational quotes, and the constant pressure to be an online influencer. But what if that’s not the only way to build a fulfilling coaching career?

What if the path to success as a coach lies in something deeper, more personal—something as simple and complex as telling the truth?

In a recent conversation with Steven Morrow, a leadership coach who has spent over 20 years working with CEOs around the world, we explored how a different kind of approach led him to a thriving, high-level coaching practice.

No Instagram.

No grand marketing strategy.

Just a deep commitment to connection and relentless networking.

From Corporate Leader to Global Coach

Steven's journey into coaching began while he was still an executive, attending transformational workshops to become a better person. The coaching industry wasn’t on his radar until he discovered it through experience, not theory.

As he describes it, “I didn’t know coaching schools even existed,” but that didn’t stop him from learning on the job, coaching senior leaders at EDS—a major corporation at the time. He went on to open a successful coaching company in Istanbul before returning to the U.S., where relentless networking and referrals helped him build a powerful client base.

One key takeaway from his story is that success in coaching comes from showing up authentically, and not necessarily through high-profile social media.

“I do have a website,” he says, “but I don’t have Instagram or anything like that. And I’ve been busy enough.”

Overcoming Fear of Rejection

For many new coaches, the fear of rejection can be paralyzing.

But Steven flips the script on this common challenge. “You cannot reject me enough,” he says with a smile, describing his mantra for sales calls. Instead of avoiding rejection, Steven actively seeks it out, seeing it as a growth opportunity.

The mindset he brings to each conversation is not about protecting his ego—it’s about showing up authentically and learning from the results.

“You can’t read a book on tennis and get better. You have to swing the racket,” he says, comparing the act of overcoming fear to building any other skill. Whether you're a coach, a leader, or someone simply looking to grow, facing rejection head-on is how you build resilience.

Going for the Real Conversation

One of the things that sets Steven apart is his ability to go straight to the heart of the matter. He doesn’t waste time on small talk or a drawn-out explanation of his coaching process. Instead, he dives right in with potential clients by asking,

“What would be important for you to talk about today?” This approach not only saves time but also immediately engages the client in a meaningful conversation.

“The client doesn’t care about your process,” he explains. “They don’t want to hear about how Van Gogh paints. They just want the painting.”

By focusing on the client's needs and not his own process, Steven creates space for impactful, transformative coaching conversations that resonate.

The Truth Will Set You Free

Steven’s coaching philosophy centers around truth-telling—both with his clients and himself. He believes that truth is often uncomfortable, but it’s also the most effective way to cut through the noise and make real progress.

As he puts it, “Really good coaching is pretty humiliating sometimes. It’s about identifying the little things that hold you back and being willing to face them.”

Whether it’s fear of rejection, fear of failure, or the imposter syndrome that so many successful people experience, Steven emphasizes that everyone—regardless of how accomplished they may seem—deals with fear.

“CEOs who make millions still struggle with fear,” he points out. “It’s not about the money. It’s about self-acceptance and truth.”

Savoring the Struggle

One of the most powerful insights from Steven’s journey is the importance of savoring the struggle. So often, we are laser-focused on achieving the next goal that we forget to enjoy the process of getting there.

Steven encourages his clients, and anyone striving for success, to pause and appreciate the present moment—even when it’s difficult.

“I talk to all these CEOs,” he shares, “and when I ask them what their favorite time was, they always say, ‘When I was building it. When we were just eating Subway sandwiches, and it was all happening.’ They often regret not savoring that more.”

The message here is clear: don’t wait until you’ve “made it” to enjoy life. The journey is where the magic happens.

Conclusion: It’s About Connection, Not Perfection

Steven Morrow’s story is a refreshing reminder that success doesn’t have to come from following the crowd or doing things the traditional way.

For him, it’s not about becoming a social media influencer or selling out stadiums—it’s about building meaningful connections, telling the truth, and facing rejection with open arms.

Whether you're an aspiring coach, a seasoned leader, or someone in the midst of a career change, there’s a lot to learn from Steven’s approach.

It’s not flashy, but it’s deeply human.

And in the end, that’s what makes it so powerful.

Connect with Steven

You can reach Steven through his website. Click here to check it out

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Show Highlights:

00:00 – Introduction: Why this conversation is a must-listen for coaches and leaders
01:18 – Who is Steven Morrow? Coaching background and experience
02:36 – How Steven got into coaching without formal training
03:55 – Building a coaching practice through networking and referrals
05:29 – Overcoming the fear of rejection in coaching and business
07:39 – Steven’s strategy for making conversations meaningful from the start
10:16 – The importance of truth-telling in coaching
12:00 – Why clients don’t care about your process, and what they do care about
14:26 – Savoring the struggle: Lessons from CEOs and successful leaders
17:29 – Facing fear: How Steven redefines rejection and personal growth
19:00 – Why CEOs and high performers still struggle with fear
21:54 – How to create fulfillment alongside achievement
23:48 – Final thoughts: What Steven wants you to take away from this conversation
25:00 – Where to find Steven Morrow and connect further

Full Transcript

The Power of Truth-Telling in Coaching : An Interview with Steven Morrow

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[00:00:00] I can't read a book on tennis. I have to get on the court and swing the thing and that's the only way I'm going to get better. Same thing with overcoming fear, you have to face your fear and overcome it. So actually, for me, overcoming that fear of rejection and non inclusion is more important.

[00:00:17] I'd much rather be, I could be selling ice cream and be free. Mentally would be much better than even having a coaching practice, but it turns out works out. So when I said, I know I have to face [00:00:30] rejection to overcome this thing. that means I need rejections.

[00:00:36] Mhm.

[00:00:55] [00:01:00]

[00:01:00] Steven, thank you for joining me. I just had to do the thing that all coaches dread, which is pick the brain, but you were so generous in coming to talk to me about what it's like to be a coach operating at your level.

[00:01:18] And just for people that are watching, that is a very high level. Steven, why don't you take 30 seconds and just tell us a little bit about who you are and where you're from and [00:01:30] just contextualize what it means to be a coach for Steven.

[00:01:35] Okay. So I'm Steven Murrow and grew up in Detroit and currently in Denver.

[00:01:40] And I coach CEOs all over the world. Lot in private equity. I've also worked in Fortune 500 space And been doing it for 20 years, coaching 10 countries. And usually like I said, C level folks that either own their company or are working for private equity or in one of the [00:02:00] bigs.

[00:02:00] My goodness.

[00:02:01] Yeah. And so we happened to meet at an industry event. We were both working on continuing to be amazing as coaches. I was just drawn to you. you have such a presence and, I have to tell you after working with so many, fellow coaches especially aspiring coaches, they want what you've got.

[00:02:21] they really want. a client base that's doing something meaningful and impressive and they want to be a part of their [00:02:30] journey. I'm going to ask you a straightforward, simple question. How'd you get here? How'd you do it?

[00:02:36] I was an exec myself.

[00:02:38] I just started to want to be a better person. So I learned about these weekend workshops. The one everybody knows is Tony Robbins walking on fire, which I've never done but I've done a lot of deep look at the soul type thing, and I love those communities and I love the truth telling that happens in them [00:03:00] where it's made safe to really tell the truth. In those communities, sometimes there's a build meaning these are generally nonprofit or not a lot of profit. Anyway, one of those two. they use, senior students to be a facilitator.

[00:03:14] Oh, cool.

[00:03:15] Back. I got in there is you got to learn to do this full time somehow. And at that point, 20 years ago, I didn't even know coaching school existed. I didn't know anything about it. I found one and was able to be an internal coach at a company [00:03:30] called EDS, which was a big company back in the day. It doesn't exist anymore.

[00:03:34] But I got to coach all over the world, really senior people. So I got to build my resume pretty quickly. I've been to three coaching schools. I moved to Istanbul opened a coaching company there and made that successful and then came back. And then just really relentless networking.

[00:03:51] And referral to, get my client load to where it is now.

[00:03:55] Thank you so much for letting us capture your story because I think there's a [00:04:00] lot of myths out there about what you have to be a coach. And it actually has very little to do with coaching.

[00:04:07] It has so much more to do with beliefs. Also very often false beliefs around marketing and selling, which is another set of skills to be an online coach or live that dream, it actually is parallel skills, right? Of, of the coaching. And what I heard in your answer is man, you've gone deep on that.

[00:04:28] then there's also [00:04:30] the other skill of, public speaking and being present on social media. why I'm so excited about our conversation is you've accomplished so much through networking referrals and finding out who you are, and look where you have accomplished and achieved.

[00:04:47] That's amazing and incredible. And it really does fly in the face of the idea that you have to be this. Crazy influencer and then you get to coach.

[00:04:56] Yeah for sure. And it's funny cause I've done none of that, I do [00:05:00] have a website, I don't have an Instagram. I don't have anything. Yeah. And that's been a, I've thought about that. And, you obviously, you and I into Amanda has been coaching me for a year, just for those that don't know that. Amanda is an expert in that whole space and I've been resistant.

[00:05:15] And part of it is I'm busy enough. I'm actually over busy most of the time for the last 10 years, when I first year, I wasn't I made 37, 000 my first year of coaching. Because I had just moved back from Istanbul and started fresh back in the U [00:05:30] S in 2011.

[00:05:32] people often ask me how did you do this? my answer is a couple things you might be interested in if I keep going.

[00:05:39] Yeah. No, I'm like, let's go. Let's talk about this.

[00:05:43] So what I did was relentless network working where I would meet with anybody and ask would you like to have lunch?

[00:05:50] And actually the term I use is there anybody that introducing me would be a favor to them?

[00:05:58] Write that [00:06:00] down. If you're watching this, and you've been on two X. Speed, stop it, go back, do it on 1x or even 0.

[00:06:05] 5. That was great languaging. I love that.

[00:06:08] Cause it's the weirdness of anybody, that I should meet because that's mostly about me and it takes the pressure off the other person and just evaporates all the challenges.

[00:06:20] I love it because it's so direct.

[00:06:22] when I introduce a person, like I'm introducing you to, everybody in my community and anybody that'll stop and listen, because I [00:06:30] know that knowing you is a huge favor to them. I know it's an act of service. I'm getting goosebumps, legit.

[00:06:37] Oh my God. I got goosebumps all the way to my head. this is so true, and when you think about so what's social media done well, actually is, think about how like when you're consuming something and you watch a funny reel or find a cute meme, what do you do? You slide into the messenger or the DMs and you flip it to your bestie and you're like, Hey, I hope this made you smile.

[00:06:58] And it's literally the same [00:07:00] idea of Is this doing somebody a favor? the point is that's how humans are. Like, that's how we want to be, is to be in service to other people in our natural state. Yeah, I love that.

[00:07:11] So that was the beginning. And then one of the big things that I noticed is really different with me and other coaches is when I do have the networking conversation, almost immediately go for the throat. So I'd get in her coffee or whatever Hey, how are you?

[00:07:27] How was your day or whatever? And then I ask [00:07:30] him so what would be important for you to talk about?

[00:07:35] This is such a golden, strategy. I love this, right? Because we're so used to either avoiding conversation altogether or just continuing to talk about superfluous things. And so I'm curious, what gave you the awareness?

[00:07:48] It's that I got to go for the throat. I need to ask about what's the real conversation because I got to tell you, that's probably what would pull me into talking to you at that event was just like, we got real, real [00:08:00] fast.

[00:08:00] I would say I, I don't know if we're going to answer that question.

[00:08:03] It's a bit of instinct. And also I hate small talk. I'm bad at it, so I'm like, let's just get in. What I find that many coaches do is they want to talk about their process and the client honestly does not care about your process. I don't need Van Gogh to tell me how he paints.

[00:08:22] I actually just want the painting. So that I know what I'm buying.

[00:08:26] Yeah. Yeah.

[00:08:26] So what I think about is generally, if I have a networking meeting, I try to schedule an [00:08:30] hour I'm going to have a few minutes of warm up, then I'm going to say, okay, what's important to talk about.

[00:08:35] And often people will ask me like tell me about your process or tell me about your coaching. And I say actually what I like to hear about you first. So I can customize what I'm going to share that would be relevant to you.

[00:08:47] That's so good. recently I had my coach tell me if you don't have a process for how you sell, people will teach you how they don't buy.

[00:08:56] And what I heard in that typical response is tell me about your [00:09:00] process. it literally is a barrier to trust that they're saying here comes the coachy guy. I'm going to ask him to go in this direction so that I can. Render an opinion about this process, but you circumvent that by

[00:09:13] just brushing aside the irrelevant thing, getting back to, and I love how honoring you are. In the other person's process though, by saying I appreciate you want that process and here's why I'm not going to do that.

[00:09:29] Every once in a [00:09:30] while, someone would be like, no, I really need to hear about this person.

[00:09:32] I'm going to swim up, with the current, right? I'm just going to honor their question but usually people will launch in and then I have 30 minutes to blow their mind. So what I'm going to do is take what they said. I learned a lot of this truth telling stuff and I'm very experienced in it,

[00:09:52] Okay. So what I'm noticing right now, so when we sat down, you smiled and lean forward, [00:10:00] so I'm hearing in your, I'm making this up, right? I'm hearing in your goal that people find you too assertive. I'm just noticing your body right now, or I'm noticing your word speed.

[00:10:11] several times where I'll ask someone so what is it that you want to talk about? And they will talk, my record is 30 minutes straight

[00:10:19] Wow. You just opened the floodgate and they were just like, let's go.

[00:10:23] then, I'm going to put these two things together.

[00:10:25] What am I noticing, what am I seeing right now in this moment? And how does that [00:10:30] relate to this, their problem or their, what they're wanting to get coached on? Because 100 percent of the time, people are who they are all the time. So it's someone 100

[00:10:41] they are all the time. Love that.

[00:10:44] If people are too assertive, they're going to be too assertive with me.

[00:10:46] If they're too quiet, they're going to be too quiet with me. If they talk too much, they're going to talk too much with me. If they don't say enough, they're going to not say enough with me. And I can see why people, back to this last one of, if people don't talk enough and their issue is they're trying to get more heard or more [00:11:00] understood it's just math, right?

[00:11:01] Right now, your problem is presenting. And then I'm going to tie that together for them. And then they're going to go, wow, this is amazing. I want more of these conversations is really the thought, which is much more interesting than my process or my background or whatever. It's just like back to the Van Gogh painting.

[00:11:23] I don't know the background of this painter or any of the other painting, but the painting he just gave me is. [00:11:30] Amazing. So I want more.

[00:11:33] Yeah. It's a very much I know it when I see it moment, I don't have to pre describe it or have some sort of pre assumption about what it's going to be.

[00:11:41] I know it when I see it and feel it. That's so cool. I'm really curious. One of my favorite questions I hear, often on podcasts is what would you tell your younger self knowing what you know now? And there's a lot of people. Who in today's world, like [00:12:00] they're not giving themselves the permission to be who they truly are.

[00:12:05] And if they really feel like I should be a coach I want to expand this part of my identity. Like knowing what you know now, what would be a piece of advice you might've given yourself 20 years ago?

[00:12:16] What's coming to mind for me is something else I wanted to share, When we sell the minute we make it about us. Afraid I'm going to get rejected. I'm afraid I can't build a business. I'm afraid I can't land this client or this particular [00:12:30] human.

[00:12:30] And so now I'm solving for. That fear. And then the conversation is actually not about the client. So don't be afraid to lose a client. That fear then becomes the thing. What I want to share is that there's been so potent for me. In so many ways coming into this process, fear of rejection is a big thing for me.

[00:12:59] I'm very sensitive [00:13:00] person. And I'm afraid that nobody really loves me. It's lifelong work. In order to really have freedom, I have to overcome that fear. The only way I can overcome that fear is to experience it again and again.

[00:13:16] And again, I can't read a book on tennis. I have to get on the court and swing the thing and that's the only way I'm going to get better. Same thing with overcoming fear, you have to face your fear and overcome it. So actually, for [00:13:30] me, overcoming that fear of rejection and non inclusion and that there's not a space for is more important.

[00:13:36] Then having a coaching practice. I'd much rather be, I could be selling ice cream and be free. Mentally would be much better than even having a coaching practice, but it turns out works out. So when I said, I know I have to face rejection to overcome this thing. that means I need rejections.

[00:13:56] So we go into a sales call and this is my mantra. You cannot reject me [00:14:00] enough. I'm like, bring the rejection. Actually, I want it. This is what I'm here for. I want to be enlightened and free but no cheating. I can't make the rejection happen. I actually need to show up in my brilliance.

[00:14:12] Get rejected, and then be like, okay, what just happened there? how do I come back to ground and self acceptance?

[00:14:20] Steven, this is the stuff, right? And it's making so much sense, I love how you said it's math, You have done so much [00:14:30] personal development work to allow for that.

[00:14:35] And to your point, whether you were selling ice cream or whether you happen to be selling coaching, right? The answer is the same. Like it is your Eunice. That you have to be in complete acceptance of to really be of the highest level of service and happiness,

[00:14:56] Like we're so driven and I can say everybody's in this except for Jesus and [00:15:00] Buddha and that's why they get all the press, The rest of us are dealing with fear. I coach, CEOs all over the world, all of them dealing with fear. I'm afraid I'm not good enough.

[00:15:10] Just had a CEO the other day said, I just want to put down my imposter syndrome. This is a really well known CEO dealing with this. we have this illusion and I certainly had the illusion when I came in, as an it exec and here I'm coaching these CEOs I'm like, they must've figured out a whole bunch of stuff to get to that level.

[00:15:27] They must be more self accepting, [00:15:30] more strategic, their fear is, showing up now they have some mad skills but it doesn't mean they can lead a company effectively. Like you look at Steve jobs, like

[00:15:39] this friction, even despite the capability.

[00:15:42] Yeah. So we look at Steve jobs, obviously made a trillion dollar company, but what would happen if he was actually an effective leader? Cause the story on him, is he a jerk and tore people down and destroyed a bunch of stuff.

[00:15:54] So he may have changed the world in even a different or bigger way, or he might've just been [00:16:00] happier. Everybody's got that thing. as a coach, coming in and worrying about, is this person above me?

[00:16:05] Cause they're making a million dollars a year, 5 million a year, 14 million, whatever it is. Oh, they must be something. No, just a guy or gal who has some skills, was in the right place at the right time and now is leading. But for me as a leadership coach, leadership's about connection and alignment and really getting buy in and deep commitment.[00:16:30]

[00:16:30] And having freedom and creativity and your staffs to come up with great ideas that, we can all align around and there's not a lot of that in the world, right? There's a lot of people managing the game, whatever game they're in, they're managing their boss or managing the customer they're not.

[00:16:46] In their flow. So how as a leader, do you get people in their flow? This is a much more

[00:16:51] interesting question. Mike. You're really making me reflect in this conversation about when I'm teaching a skill or I'm teaching, a being, or I'm [00:17:00] doing personal growth and development with people This expectation of what the future must look like for it to be good, keeps coming up in my head And I look at what you've accomplished and the manner in which you've accomplished it of that fulfillment. I was recently speaking with another amazing client and he was speaking with me about this concept of achievement. Being separate from fulfillment, right? But together and that a lot of times we just go achieve.[00:17:30]

[00:17:30] And we forget about that presence to fulfillment. I happen to do a lot of the marketing stuff and the digital stuff. And I'm all over AI. Like you wouldn't believe when I'm at my best it's when I'm. In creator mode.

[00:17:47] it's not just that I create an achievement that I've produced a new thing or another deliverable, but it really is like that flow of I'm doing something that's an extremely high services I create, and it's a [00:18:00] very different feeling than Oh, I have to make this revenue number. I have to get this conversion on this landing page, or I have to make this new marketing strategy work on the first try.

[00:18:11] I always like to ask this question. We talked about a coaching question, asking you, Amanda do you want here, you went on your tombstone here lies Amanda Kaufman, her marketing launches worked on the first try is that what your life's about?

[00:18:24] It's so not. And when I think about my, worst stress, [00:18:30] it's when I forget that.

[00:18:31] people talk a lot about vanity metrics and things like that. I'm like, is it just, a vanity metric? Like you have judgment for measuring the thing or is it actually that you've lost your flow and your ability to be Truth, right?

[00:18:45] As you do something and truth is risky, man. Especially if you're expressing a lot of truth around a lot of other people, whoo, that

[00:18:53] can get spicy. One of the dynamics that I've learned it definitely did take me a while I do have a go through for the throat mentality, but [00:19:00] it was terrifying for a long time before it got comfortable, like a really long time. That's useful.

[00:19:05] And what I find again and again, I like to tell my clients, really good coaching is pretty humiliating because we're doing something little, like we're not being willing to smile or we're not willing to take 15 minutes a day and just think about strategy.

[00:19:23] what I find when I open the hood and look in there Oh there's a pen that got dropped in, that's why your carburetor is not firing, it's [00:19:30] not the requirement of some spiritual awakening or whatever

[00:19:35] it's just can you tell the truth? one of the things I really appreciate about working with you although I have all this success you're willing to be like, okay, sounds like this basic thing is missing or hard for you. And a lot of people, it's funny.

[00:19:50] I think about, I try to tell my clients do not put me on a pedestal. Yes, I'm a good mechanic. I am really good at finding the pen and extracting it correctly without damaging [00:20:00] any other parts, whatever metaphor you want to use. But I'm also just a guy, I fight with my wife. I struggle to get my kid to talk to me.

[00:20:08] I, can often not self manage. It's all true. It's all part of it. So that fearlessness is about truth telling being willing to say the obvious thing you're seeing or the obvious question you have if it's a miss, the potential client will just tell you like, yeah, that didn't hit okay, no problem.

[00:20:26] Keep going.

[00:20:26] Honestly, that's one of the things I just find so joyful about coaching [00:20:30] you is like you, you are such a super, I'm actually reading a book called super communicator. You really are one. And it does make coaching such a pleasure because I know that I can have high trust. With you to do my thing,

[00:20:46] And if it's not working, I trust you to tell me there's not this expectation that everything has to be Pollyanna perfect that's a high stress thing to pull into a transformative experience.

[00:20:58] Yeah. Tell me when I'm off. [00:21:00] Cause I'm not off very often, but when I am tell me, cause my coaching got a lot better. And, you're reflecting this back to me as a client. So my receiving of coaching, when I got more muscular and okay, this is working, this isn't working. And then you're strong enough to be like, I always tell clients this too tell me no.

[00:21:19] And if they tell me no again, I'll back off. invite your clients to tell you when they're off cause they, they're afraid of you, right?

[00:21:25] Like you're the mighty coach and you're telling all this [00:21:30] truth so the more you can just be like, Hey, it's okay. Tell me when I'm off. Then that just opens up a lot of things. when they don't, you can spend a lot of time in the wrong place.

[00:21:40] Absolutely.

[00:21:41] Oh my gosh, Steven, I could make this into a six hour podcast, but I did not ask for that time in advance. I am really curious, let's assume this thing's going viral. What do you really want? Everyone who cares to listen to us talking today. To know?

[00:21:57] what's coming up for me really strong and you've helped [00:22:00] me with some of this, but this piece around enjoy, savor the struggle when I talked to, and it's true of me, but I talked to all these CEOs who have now, worth. Whatever we can count my what's 100, 000, 011 figures, whatever.

[00:22:15] I'm like, what was your favorite time? And they're like, yeah, when I was just building it, we were eating Subway and, but it was happening and they often will reflect I'm sad. I didn't enjoy that more. Cause it was so great. Cause again, back to, you can't reject me [00:22:30] enough this is life.

[00:22:31] This is happening right now. Once you do the thing, what your circumstances, and you've talked to me about this is really irrelevant to how much enjoyment you have. It's the amount of fear that is present and people worth 200 million have fear. If they haven't done the work.

[00:22:52] That fear is just as strong. It is just as strong as someone who's eaten subway. [00:23:00] And that's really the piece of savor, savor your reality, actually even savor the fear. thank you. For making this alive for me and protecting me and helping me and then do what's next.

[00:23:20] Steven, how can people follow you,

[00:23:23] Yeah we'll see if Amanda can ever get me over the hump of actually posting, but I am at, LinkedIn at Stephen Morrow [00:23:30] and website is stephenmorrowleadership. com.

[00:23:33] We'll make sure to include those links below this video wherever we post it. And Stephen, I just, I cannot thank you enough.

[00:23:40] This was outstanding.

[00:23:42] My pleasure and thanks for helping me this last year. Perfect. We'll see you soon. Okay. Sounds good, Amanda. See ya. Bye. Take care.

[00:23:49] Bye