Founders without external accountability drift toward what's comfortable rather than what advances the business. A good business coach (or mentor relationship that functions similarly) accelerates growth through accountability, perspective, and pattern recognition founders alone can't access.
What to look for
Experience running businesses similar to yours. Specific approach (not just 'positive thinking'). References from former clients. Honest fee structure. Most useful: someone 5-10 years ahead of where you are.
What you get
Monthly or quarterly sessions reviewing priorities, challenges, decisions. Outside perspective on what's working and what isn't. Specific advice on common challenges (hiring, pricing, scaling, exits). Accountability to take action on decisions.
Cost: £200-500/session for good coaches. Most growing businesses recover the cost many times over through faster decisions and avoided mistakes.