Hannah Finrow, MCC

Director of Marketing

In Tennessee, business has always moved through the strength of a handshake and the power of a trusted reputation. We’ve been taught to believe that if the work is good enough, the word will eventually get around on its own.

As coaches, we lean into this. We keep the spotlight on our clients, so stepping into it ourselves can feel out of place. But in today’s coaching landscape, just doing the work isn’t always enough to be seen. While we focus on the results we facilitate for others, the room often fills with louder, less-trained voices setting a different tone for what coaching actually is.

We’re the real deal when it comes to advocating for our clients. We see their strengths, we name their brilliance, and we invite them to take up more space. Yet when it comes to our own businesses, or our peers, we often step back, hoping the market will notice on its own. That’s where the Echo Effect comes in.

The “Volume Knob” Strategy

As we celebrate ICFTN’s 30th Anniversary in 2026, we’re centering three pillars: Community, Visibility, and Amplify.

“Amplify” can sound like a marketing buzzword, but let’s be precise about what it means in a relational culture like ours. Amplification isn’t self-promotion. It’s reputation transfer.

If you’re not comfortable shouting your own name from the rooftops, that’s fine. Most of us aren’t. But you can turn up the volume for the coach sitting next to you.

When you’re in a room a colleague hasn’t entered yet, an organization, a conversation, a decision-making space, you have the chance to mention their name. It isn’t a pitch or a performance; it’s just a simple truth:

“I know someone who is highly skilled at navigating that exact challenge.”

Moving Beyond the “Secret Society”

For 30 years, our chapter has been a place where coaches hone their craft, deepen their ethics, and sharpen their skills. Internally, we know how strong this community is.

The real question is: does the rest of Tennessee? And if they don’t, who fills that gap?

• This doesn’t require a big platform or a bold personality. It looks small, and it works.

• The Referral Handoff: When a potential client isn’t the right fit, don’t just say no. Send them to the Find a Coach page on our site, or better yet, give them one or two specific ICFTN names and say why.

• The Public Nod: When a colleague shares something thoughtful on LinkedIn, don’t stop at a “like.” Add a comment: “I’ve seen [Name] do this work firsthand, they walk the talk. If you’re looking for a coach who delivers, look no further.”

• The Room Check: In conversations with leaders or business owners, listen for problems you don’t solve, but a peer does. Say their name out loud.