Coaching is being transformed. As low-cost coaching platforms and AI develop, coaches need to differentiate themselves to survive and thrive. Does that mean ironing out the wrinkles, gaining more badges and credentials? Perhaps following rules just makes us more human robots. The truth is that you don’t need to be a perfect coach to be a transformational presence; often, your own brand of human frailty is exactly what the world - and your client - needs right now. Mature coaches can respect the rules but not be bound by them when they tap into their internal wisdom. Karen Foy, BA, MSc is a Master Certified Coach with over 20 years’ experience, and a certified coach educator, mentor and supervisor. She has recently retired as the Programme Director of accredited coaching programs at Henley Business School, where she is still a visiting tutor and Honorary Fellow.​