“Coaching just happens to be the primary way we bring leadership character to life.” — Tim Huff
In a recent episode of the Delenta Activate podcast, we sat down with Tim Huff, President and CEO of Turknett Leadership Group, for a thought-provoking conversation on leadership, coaching, and the future of human connection in an AI-driven world. Tim’s journey is more than just inspiring , it’s a blueprint for coaches and leaders seeking to scale impact while staying rooted in purpose.
Whether you’re a coach just starting out, leading a business, or navigating the highs and lows of organizational life, Tim’s reflections offer valuable guidance on transforming lives including your own through leadership and coaching.
Tim Huff didn’t start out in the coaching world. In fact, he spent the early part of his career as a senior IT executive in Fortune 500 companies. His introduction to coaching was unexpected and at the time, a little unwelcome. When his CEO brought in an executive coach to help his struggling team, Tim thought it would be “just another meeting.”
Instead, it was the beginning of a transformation.
“It was literally transformational… I recognized strengths I didn’t know I had and weaknesses I didn’t realize were holding me back.”
Through that coaching experience, Tim rediscovered his potential not just as a leader, but as a human being. With growing interest and aptitude, he pursued certification through the ICF and started coaching on the side. Eventually, his side hustle became his full-time calling, leading him to Turknett Leadership Group first as a coach, then practice leader, and now, its CEO.
Tim describes leading a coaching business as a “wild ride” — a journey filled with meaningful highs and sobering lows. One of his most memorable highs? Seeing a struggling client, once demoted due to leadership challenges, rise again through coaching to reclaim a new and better leadership role.
“He had this ‘aha moment’ that transformed everything. And to know I played a part in that — that was incredibly fulfilling.”
Of course, the work isn’t without its challenges. Economic downturns and uncertain client pipelines can be disheartening, especially when you know the value your team can deliver.
But Tim reminds us: resilience is part of the ride. And those highs, those transformational moments with clients, always make it worthwhile.
Navigating the AI Frontier in Coaching
As a former IT executive, Tim brings a unique perspective to the conversation on artificial intelligence and its evolving role in the coaching industry. While some may fear that AI threatens the future of coaching, Tim sees it differently, as an enhancement, not a replacement.
“We’re still figuring it out as an industry,” he admits, “but AI is already showing promise — particularly in two areas.”
First, AI is enabling more robust, data-driven insights. Coaches now have access to analytics and behavior patterns that were previously inaccessible. This can help inform development plans, track progress, and deliver deeper support during sessions.
Second, AI enables micro-coaching moments — quick, supportive nudges between formal sessions. Instead of waiting days or weeks for a call, clients can turn to intelligent systems for immediate guidance or self-reflection prompts. These in-between touches, when used wisely, can amplify the impact of human coaching.
Still, there are limits. And Tim is clear about them.
“A machine can’t hold someone accountable the way a human coach can. Coaching is deeply relational — and that’s irreplaceable.”
He also raises a cautionary flag about over-reliance on AI. There’s a difference, he explains, between democratizing coaching (making it more accessible) and commoditizing it (reducing it to a one-size-fits-all experience). Coaches must ensure technology serves the relationship — not the other way around.
What Makes Human Coaching Special
So what is it that technology can’t replicate?
According to Tim, it’s the humanness of the coaching relationship: the empathy, trust, body language, and shared space that create real transformation. AI might eventually replicate tone or emotion, but it can’t forge the kind of authentic connection that happens when a coach and client sit in honest dialogue.
“You can program AI to simulate connection, but you can’t program it to feel it.”
That deep human presence — the ability to hold space for someone’s growth and gently challenge their blind spots — is what makes coaching powerful. It's also why, in Tim’s view, the profession isn’t going anywhere.
Clarity, Character, and Knowing Your Client
For those running (or dreaming of running) a coaching business, Tim shares a hard-earned truth: success comes from clarity.
“You can do a lot of things for a lot of people,” he says, “but to truly grow, you need to know exactly who you serve and why.”
At Turknett Leadership Group, the focus is clear: senior executives at large organizations. Their coaching, assessments, and leadership development offerings are tailored for that niche. And by aligning services with specific client needs, they’re able to deliver meaningful value at scale.
But clarity isn’t just about audience — it’s also about values. And for Tim, that means leaning into what he calls the Leadership Character Model.
This model, developed by the company’s founders, centers on three pillars:
“Leadership is about artfully balancing respect for others with responsibility to the organization. That balance, anchored in integrity, is what defines true character.”
It’s also a philosophy that underpins nearly every coaching engagement at Turknett. Regardless of role or rank, character not just competency is what leads to sustainable leadership.
Relating, Reframing, and the Power of Iteration
When it comes to the biggest pain points among executives, Tim sees a clear trend: relationship challenges.
From managing conflict to building trust with peers, many leaders struggle not with the what of leadership, but the how. It’s not about strategy it’s about connection. And coaching, at its best, helps clients reframe the way they relate to others.
“When clients start to see from a different perspective, that’s when the real transformation begins.”
One tool Tim emphasizes is the idea of iteration encouraging clients to treat challenges as experiments. Try a new approach. See what happens. Learn, adapt, and try again. It removes the pressure to “get it right” on the first try and replaces it with a mindset of continuous growth.
It’s a principle he learned from his own coach. And it’s a reminder that, as coaches, we’re not only helping people lead better — we’re giving them permission to be human in the process.
What Legacy Will You Leave?
For Tim, coaching is more than a profession. It’s a vehicle for impact — a way to bring character, clarity, and transformation to the world. His own legacy, he hopes, will be grounded in spreading the Leadership Character Model far and wide, helping people lead with integrity no matter their role.
“If I can bring this model to more people — if I can help them lead with character — that would be a legacy worth leaving.”
Tim Huff’s journey is a reminder that great coaches aren’t born, they’re built through experience, transformation, and a deep commitment to human growth.
Whether you’re an executive coach, a solo practitioner, or just beginning your coaching path, the lessons are clear:
As the coaching industry continues to evolve, the one thing that won’t change is this: human connection is at the heart of it all.
As the coaching industry evolves, so too must the coaches within it. This means embracing technology without losing your humanity. It means niching down without limiting your impact. And most of all, it means recognizing that the real power of coaching lies in the quiet transformation that happens one conversation at a time.
So whether you're just starting out or decades into your practice, take a moment to reflect:
What is the legacy you're building through your coaching?
As Tim Huff reminded us, coaching is more than a profession. It's a mission — to help people lead with character, connect with courage, and grow with purpose.
At Delenta, we’re here to support that mission. Whether you're streamlining your business, connecting with clients more meaningfully, or scaling your impact, our all-in-one coaching platform is designed to grow with you—so you can focus on what truly matters: transforming lives.
Ready to elevate your coaching journey?
👉 Book a demo or start your free trial today and build your legacy with Delenta.
