Executive coaching can be life-changing—but let’s be real, it can also flop. Why? Because too often the setup is wrong from the start.

In a recent Forbes Coaches Council article, 18 experts shared the biggest mistakes that derail coaching engagements.

My contribution focused on one that happens more often than you’d think… When the boss sets the goals for the executive.

Here’s the problem…

If a leader’s goals are handed down from above, they don’t own them. 

Coaching turns into a defensive exercise instead of a growth experience. I’ve seen executives distort reality, push back, or simply disengage because they feel like they’re being judged instead of supported.

The fix? Get everyone aligned.

I always work with sponsors first to set clear deliverables and coaching goals, then make sure the coachee knows exactly what’s expected. Once the goals are transparent and agreed upon, coaching can shift from compliance to real development.

And that’s just one pitfall. Other coaches in the panel warned about things like clients who want validation instead of change, leaders who won’t take action, or coaching that’s forced as a “last resort.” These are all red flags that can make the whole process a very expensive waste of time.

The good news: once you know what not to do, you can set up coaching to succeed. 

Clear agreements, personal ownership of goals, and a willingness to grow—that’s where transformation actually happens.

Curious about all 18 ways coaching can fail—and how to avoid them? Check out the full Forbes article here.