The Power of Coaching, Accountability, and Goal Setting: Why Human Coaches Are Indispensable in the Age of AI

By Selemani Said Jawa - May 30, 2024
The Power of Coaching, Accountability, and Goal Setting: Why Human Coaches Are Indispensable in the Age of AI

In today's fast-paced world, achieving personal and professional goals can be challenging. Many individuals struggle with staying focused, motivated, and on track. This is where the power of coaching comes in. Effective coaching combines accountability and goal setting to create a powerful tool for success. For years, people have turned to friends, family, and acquaintances as thinking partners to help resolve conflicts or navigate difficult situations. While AI coaches have emerged as a modern alternative, human coaches provide irreplaceable value. This article delves into the advantages of coaching, accountability, and goal setting, supported by scientific evidence, and explains why human coaches remain indispensable.

The Benefits of Coaching

Coaching is a collaborative process where a coach works with individuals to help them achieve their personal or professional goals. The advantages of coaching are manifold:

  • Personalized Guidance: Coaches provide tailored advice based on an individual’s unique circumstances, strengths, and weaknesses. This personalized approach enhances the likelihood of success.
  • Emotional Support: Coaches offer empathy, understanding, and encouragement, which can be crucial for overcoming challenges and building confidence. The human connection in coaching fosters a supportive environment crucial for long-term success.
  • Skill Development: Coaches help individuals develop essential skills such as time management, communication, and problem-solving. These skills are critical for achieving long-term success in various aspects of life.
  • Accountability Partners: Coaches help individuals set tangible goals and serve as accountability partners, ensuring the goals are attainable and progress is monitored.

The Importance of Goal Setting

Goal setting is a critical component of personal and professional development. Effective goal setting involves defining clear, specific, and achievable objectives. The benefits of goal setting are well-documented:

  • Clarity and Direction: Setting goals provides a clear roadmap for achieving what individuals want. This clarity helps focus efforts and resources on activities contributing to goal attainment.
  • Motivation and Persistence: Goals act as motivators, driving individuals to persist in the face of obstacles. The sense of progress and accomplishment from achieving smaller milestones keeps individuals engaged and committed (Deci & Ryan, 2000).
  • Enhanced Performance: Research has consistently shown that goal setting improves performance. A 2011 study by Kleingeld and his colleagues showed that setting goals helps people perform better at tasks in many different situations.

The Role of Accountability

Accountability is a fundamental component of successful goal achievement and a central theme in many coaching methodologies. An accountability partner or coach ensures individuals stay committed to their goals and take consistent action. Research supports the effectiveness of accountability in enhancing performance:

  • Increased Commitment: Studies have shown that individuals who share their goals with an accountability partner are more likely to achieve them. In a 2015 study by Matthews, participants who wrote down their goals and sent weekly progress reports to a friend were 33% more successful in achieving their goals than those who did not.
  • Consistent Progress: Regular check-ins with a coach or accountability partner help individuals stay on track, identify obstacles, and adjust strategies as needed. This consistent oversight is key to maintaining momentum and avoiding procrastination.
  • Higher Success Rates: Having a coach as an accountability partner further increases the likelihood of success. Coaches provide expert advice, motivation, and feedback, helping individuals navigate challenges and focus on their objectives.

Now, we have seen how coaches, goal setting, and accountability can add to your life. With the advancement of technology, we have AI coaches emerging everywhere, and in the next section we will discuss why we prefer human coaches than AI coaches.

Human Coaches vs. AI Coaches

Let's start this discussion by talking about AI coaches. AI coaches offer several advantages that benefit individuals seeking personal and professional development. One significant advantage is accessibility; AI coaches are available 24/7, providing support whenever needed without the constraints of scheduling conflicts. This constant availability ensures that users can access guidance and resources conveniently. Additionally, AI coaches can handle large volumes of data and provide instant feedback, allowing for real-time adjustments and continuous improvement. They often come with cost-effective pricing, making coaching more affordable and accessible to a broader audience. AI coaches can also offer personalized recommendations by analyzing user data, preferences, and progress, ensuring tailored advice and strategies. Furthermore, AI coaches eliminate the potential for human bias, providing objective and consistent feedback. While they lack the empathetic and emotional connection that human coaches offer, AI coaches can be a valuable tool for individuals seeking immediate, data-driven support and continuous access to developmental resources.

With all these benefits, I would still prefer a human coach in matters involving emotional and personal connections. This is because, even though AI couches are more convenient and cheaper than huma coaches, AI coaches f]have the following deficiencies.

  • Lack of Personalization: AI coaches rely on algorithms and pre-programmed responses, which can lack the nuance and depth of personalized human coaching. Human coaches can adapt their approach based on real-time feedback and individual needs. Even the most developed AI models may miss important cues, like facial expressions, needed to comprehend the full breadth of the conversation, which human coaches are very good at.
  • Lack of Emotional Connection: The empathetic and supportive relationship between a human coach and a client is difficult to replicate with AI. Emotional intelligence, active listening, and genuine human interaction are vital components of effective coaching. Most of the time, we build a stronger connection with our coaches when we know that they have gone through the journey we are walking, and hence, we build trust that we are in safe hands. AI coaches are just trained models; they lack the walk-the-talk component of coaching.
  • Complex Problem-Solving: Human coaches bring problem-solving experience, intuition, and creativity. They can navigate complex, multifaceted issues requiring more than data-driven solutions.
  • Accountability and Motivation: The motivational impact of a human coach is profound. A coach's personal investment and commitment to the relationship drives clients to stay accountable and motivated, something AI struggles to emulate effectively.

Transformation Coaching at Furaha Mastery: The ITT Methodology

At Furaha Mastery, we specialize in transformation coaching designed to help individuals achieve more personally and professionally. Our unique methodology, ITT (Identify, Translate, Transform), has guided our clients towards significant and lasting change. This process involves identifying underlying issues, translating these insights into actionable strategies, and transforming challenges into opportunities for growth.

The ITT Methodology Explained

  1. Identify: The first step is to identify the individual's core issues, obstacles, and goals. This involves deep self-reflection and assessment to uncover the root causes of their challenges and understand their true aspirations.
  2. Translate: Once the issues are identified, we translate these insights into practical strategies. This step involves creating a personalized plan that aligns with the individual's unique strengths and circumstances, ensuring the path to transformation is clear and achievable.
  3. Transform: The final step is transformation. With a well-defined plan and ongoing support, clients implement the strategies, overcome obstacles, and achieve their goals. This phase is marked by continuous progress, reflection, and adaptation to ensure sustained success.

Ameli's Story: A Journey of Massive Transformation

Ameli, a dedicated doctor, faced a devastating setback when she lost her mother to cardiac failure during her shift in the emergency room. The traumatic experience led to the loss of her medical license, and she found it difficult to regain her footing in her profession. Ameli's life took a remarkable turn after engaging in our transformation coaching using the ITT methodology. Once we had identified and translated her situation, we used our Transformative Breakthrough Session to offer Ameli an equivalent of a year of therapy within a span of three hours. Here is what Ameli had to say later:

"Today, for the first time in a long while, I haven’t cried or felt upset when thinking about cardiology or even when reading about my mother’s condition, Dilated Cardiomyopathy. I actually feel at peace with myself and the circumstances surrounding her passing. I now understand that there was nothing more I could have done to save her. Unless I had found her a new heart, which wouldn’t have been feasible given her high-risk status. I did my best to give her a peaceful passing, and she will always be my queen.

Realizing that I am finally at peace with this is huge—a massive transformation. For the first time, I can study cardiology topics, process the information quickly, and without any emotional distress. Thank you, SJ, for helping me reach this point. From the bottom of my heart, thank you.”

Ameli went on to pass her first recertification exam in New Zealand just five weeks after our coaching sessions.

Ameli's story is a powerful testament to the effectiveness of our ITT methodology. By identifying her emotional blockages, translating these insights into actionable steps, and supporting her through the transformation process, she overcame her grief, regained her confidence, and returned to her professional path with renewed vigour.


Although at Furaha Mastery, we employ principles of coaching, we go above and beyond to ensure our clients have the best outcomes they could imagine. The ITT methodology at Furaha Mastery has helped countless individuals like Ameli achieve more in life than they ever thought possible. By identifying core issues, translating them into practical strategies, and transforming challenges into growth opportunities, our clients experience profound and lasting changes. ITT is one of the many methodologies we use to help people achieve massive transformation. If you're ready to embark on a transformation journey, our coaching can provide the guidance and support you need to reach your full potential.

Further Reading

Anthony, S. (2013). The art of accountability. Performance Improvement, 52(3), 18-25.

Anthony, W. A., & Taylor, J. E. (2012). Person-centered planning: Research, practice, and future directions. Rehabilitation Psychology, 57(3), 226-233.

Biswas-Diener, R. (2009). Personal coaching as a positive intervention. Journal of Clinical Psychology, 65(5), 544-553.

Deci, E. L., & Ryan, R. M. (2000). The "what" and "why" of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227-268.

De Meuse, K. P., Dai, G., & Lee, R. J. (2009). Evaluating the effectiveness of executive coaching: Beyond ROI? Coaching: An International Journal of Theory, Research and Practice, 2(2), 117-134.

Gawande, A. (2011). Personal best: Top athletes and singers have coaches. Should you? The New Yorker.

Goleman, D. (1995). Emotional Intelligence: Why It Can Matter More Than IQ. Bantam Books.

Grant, A. M. (2003). The impact of life coaching on goal attainment, metacognition, and mental health. Social Behavior and Personality: An International Journal, 31(3), 253-264.

Kleingeld, A., van Mierlo, H., & Arends, L. (2011). The effect of goal setting on group performance: A meta-analysis. Journal of Applied Psychology, 96(6), 1289-1304.

Locke, E. A., & Latham, G. P. (2002). Building a practically useful theory of goal setting and task motivation: A 35-year odyssey. American Psychologist, 57(9), 705-717.

Matthews, G. (2015). The effect of accountability on goal achievement. Journal of Applied Social Psychology, 45(10), 564-575.

McGonigal, K. (2012). The Willpower Instinct: How Self-Control Works, Why It Matters, and What You Can Do to Get More of It. Avery.

Rock, D. (2006). Quiet Leadership: Six Steps to Transforming Performance at Work. HarperCollins Publishers.