Service Over Strategy: Stephen McGhee on the Soul of Coaching

Stop focusing on yourself

When I first met Stephen McGhee earlier this year in Phoenix, it wasn’t his reputation that moved me. It wasn’t his credentials, his track record, or even the stories I’d heard over the years about his coaching. It was something far simpler, and far rarer. It was his heart.

We were both speakers at The Ultimate Experience. He went on just before me. And while I’d heard his name plenty of times before, I hadn’t heard his voice in person. I hadn’t felt the weight of his presence. What I didn’t expect was to be so quieted inside. Just a few days earlier, Stephen had lost his home in the California wildfires. He walked onto that stage with no notes, no performance, no fanfare. He opened with a prayer and spoke straight from the heart.

There was no hiding. No posturing. Just a man standing in the middle of personal loss, choosing to serve.

And in that moment, he reminded me what this work is really about.

Not about being perfect. Not about being impressive. Not about finding the perfect words or landing the right point. But about presence. Listening. Truth. Love. Service.

After the event, I knew I wanted him to be part of the AJC Faculty this year. He doesn’t normally do this kind of thing, but he said yes. I wanted the coaches in our community to hear from someone who’s walked this path with depth and integrity for decades. Someone who has succeeded not just by building a practice, but by building a life that aligns with his values.

What he shared moved me again.

He spoke about the early days of his career. The first time someone asked him to be their coach, when he didn’t even fully know what coaching was. The mistakes he made. The lessons he learnt. And underneath it all, the one thing that’s never changed: a deep commitment to showing up with love and presence.

Even now, after more than 30 years in the profession, he still approaches each conversation as if it were his first. Not relying on past successes. Not performing. Just preparing his inner world and listening for what’s true.

One line from our conversation stayed with me. He said:

“I’m not interested in being that interesting. I’m more interested in being interested in what’s going on over there.”

That landed. Because it’s so easy to forget. In a world that tells coaches to polish and posture, to brand and promote, it’s easy to fall into the trap of trying to be interesting.

But what if our gift is our attention?

What if our impact doesn’t come from how compelling we are, but from how deeply we’re willing to care?

That’s the kind of presence Stephen brings. And that’s the essence of the masterclass he’ll be teaching for this year’s AJC cohort.

It’s rare to hear someone speak about coaching in this way — not as a technique, but as a sacred act. I believe this conversation could serve you. Not because it gives you answers, but because it might reconnect you to what you already know.

With love,

Ankush

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