Mastering the Art of Coaching: How to Move from Competent to Transformational

“When you become masterful, you’re obligated to get even better. No matter what level you’re at as a coach, you never stop growing.” Brian Williams

In this episode of CoachConnect, Dr. Diego Salinas sits down with two master certified coaches; Brian Williams and Jonathan Armel. They discuss what masterful coaching actually looks like in practice, and how coaches can make the shift from transactional to truly transformational.

Brian opens with his origin story. After reaching a personal breaking point despite outward success, he discovered the work of Zig Ziglar and found coaching at a time when most people had never heard the word. As a result, what began as a chance opportunity became a 25-year career helping coaches, leaders, and organizations unlock their full potential.

Jonathan shares a parallel journey. After years as a martial arts instructor and educator, burnout led him to coaching. What he found changed everything. He also discovered that coaching is inter-developmental, meaning coaches grow right alongside their clients in the process.

Together, Diego, Brian, and Jonathan explore the core ingredients of masterful coaching; from relaxed concentration and trusting your intuition, to picking up on subtle emotional cues and knowing when silence is more powerful than any question. They also discuss why coaches are not responsible for their clients’ failures or successes, why awareness is the first step to all change, and how brainstorming unlocks creativity that advice never could.

They close by sharing details about their new program at tomastercoaches.com designed to help coaches pursue MCC-level skills and continue growing their craft.

Brian Williams – Master Certified Coach, Author & VP of Coaching Operations

With nearly 25 years of coaching experience and almost 10,000 direct clients, Brian Williams brings unmatched depth to the coaching profession. He is certified in life, executive, relationship, spiritual, health and wellness, and financial coaching. Additionally, he spent 16 years working with Fortune 25 companies, serving as lead coach, director of coaching, and ultimately vice president of coaching operations.

Leadership & Impact

Brian has built and led multiple coaching businesses, developed high-performing teams, and overseen departments of nearly 200 coaches. He helped launch 3 new businesses under a parent company, each still operating today and impacting more than one million people. He has also served for nearly 10 years as an instructor at the Institute of Life Coach Training, teaching foundation courses, core competencies, and Christian-based classes.

Author & Thought Leader

Brian is the author of a dozen books and the creator of the influential Philosophy of Behavior Change framework, used by professionals across the coaching industry.

Jonathan Armel – Master Certified Coach, Mentor & Coach Trainer

Jonathan Armell brings over a decade of coaching experience with certifications in life, executive, and Christian coaching, as well as Ziglar coaching. At a Fortune 25 company, he quickly became the top performing coach among a team of more than 150 coaches. His leadership skills led him into roles as coach mentor and coach trainer, where he developed advanced training and mentoring programs including an NBHWC-approved training program.

Teaching & Credentials

Jonathan has taught at the Institute for Life Coach Training, helping coaches achieve their ACC, PCC, and board certifications. He is passionate about helping coaches not just meet standards but exceed them, pushing the profession toward deeper, more transformational practice.

2 Master Coaches

Together, Brian and Jonathan co-created 2 Master Coaches program. It is a resource designed to help coaches pursue MCC-level skills, earn continuing education credits, and grow their coaching craft at the highest level.

Dr. Diego Salinas is the host of CoachConnect.

Dr. Diego Salinas is a neuroscientist, physician, and health coach. He is passionate about helping coaches grow their impact in the health and wellness space.

As the co-founder of Vibly, he equips coaches with the tools and support to build thriving practices and create lasting change.

Blending medical expertise with coaching experience, Dr. Salinas specializes in behavior change, mental well-being, and the role of coaching in healthcare. On CoachConnect, he explores the strategies and successes of top coaches, sharing actionable insights. A strong advocate for coaching in healthcare, he speaks at industry events and works to make quality coaching more accessible.

CoachConnect with Dr. Diego Salinas is a podcast for coaches looking to grow their impact, refine their strategies, and navigate the evolving world of health and wellness coaching.

Dr. Diego Salinas has a question for coaches and coaching industry leaders: “What makes coaching a powerful force for change?” In this podcast series, he sits down with top coaching professionals to uncover their insights, strategies, and personal journeys.

Each episode of CoachConnect delivers real-world strategies, success stories, and expert perspectives on coaching, mental well-being, and business growth, helping coaches at all levels unlock their full potential.