Who Am I to Be a Parenting Coach?

Jai Institute for Parenting • June 1, 2023
Who Am I to Be a Parenting Coach?

Ahhhhh, the mind trap we set for ourselves. We have a dream. A passion. A vision. 


But then we tell ourselves some stories: 


  • “Who am I to be a parenting coach when I just yelled at my daughter yesterday?”
  • “Who am I to tell other parents how to parent their kids?”
  • “Who am I to pretend to know what's best for someone else's family?” 
  • “There are so many people doing this already. There’s no room for me.” 
  • “Who are people going to think I think I am by saying I’m a parenting coach?!?!” 

So we stay where we are. We are afraid people will judge us. We are afraid we aren’t good enough. 

Being afraid is your mind ignoring that your heart desires to help – and it’s the main reason people start and stop (and start and stop) thinking about following their passion and taking the first step. 

It's understandable that we all have these very common thought patterns that keep us from actually stepping into our purpose and mission, and doing fulfilling work.


But here’s the thing (especially if parenting is YOUR thing): there are parents lying awake at night, desperate to parent differently. They don’t know how. They are your neighbors, community members, and connections. 


Your willingness to follow your passion is the answer to their biggest challenges. 

So let’s look at some powerful mindset shifts to address the stories your mind is telling you about why NOT you. 


The role of the ego

First, it’s essential to understand the role of your ego when it comes to taking risks. Our ego is committed to the status quo. It is a sneaky aspect of our psyche that will create logical, believable, and reasonable defense mechanisms to maintain our current conditions, regardless of how much we want to change them. 

One of the roles the ego plays is to keep us safe. And safe often means comfortable.

This is why so many of us come up against that inevitable, “Who am I to do that?” 

One of the best parts of learning to be a coach is developing a deep understanding of defense mechanisms. We recognize them in ourselves and others and develop the skills to move (ourselves or others) forward in a more empowered way.


Dispelling the myth that you need to be a perfect parent to help other parents

Being a parenting coach is not about being a perfect parent. That would make you seem inauthentic and unavailable to meet your potential clients where they are. Let go of any idea that you must be a super-parent to do this work effectively. I would say quite the opposite – the more authentic you are, the better. That being said, I think it's essential to understand what coaching is and is not. 

If you think about being a coach in any context, for whatever area of expertise, your role is to allow your client to claim what they want for themselves, set intentions, and follow through on their choices with action. So, if you were a fitness coach, you would help your clients set fitness goals. Then you’d stand beside them as they lifted weights. As parenting coaches, we help our clients set parenting goals. And then we “stand beside” them as they put their intentions into practice. 

We provide them the training, accountability, compassionate support, and guidance to follow through on their intentions, celebrate their successes, and create the change they want in their relationship with their children. 


What does a Parent Coach do?

As parenting coaches, we're not here to tell others how to parent. Parents get to choose that for themselves. We are the support system for them to create family values that matter to them and then to learn to teach and set limits and boundaries grounded in these values. 


Of course, over time, we hope that the peaceful parenting practices we teach are far more successful so people become more and more comfortable letting go of punishments, consequences, and spanking if that's still happening. 

We just want to make the world better and better and better, but is it enough to be just a step or two ahead of the people we want to help? At Jai, we provide our coaches with an effective parent coaching model. Our curriculum lays the foundation for you to be able to create massive shifts with your Parent Coaching clients! It’s not about you – which hopefully gives you a tremendous amount of relief.


There aren’t ENOUGH Parenting Coaches

When parenting is our thing, we create an echo chamber. Your social media feeds are likely full of parenting experts, coaches, and authors. But that’s not the case for MOST of the seven billion people on the planet.

We are seeing a major cultural shift happening around the concept of
parenting education and coaching. When Jai was founded a decade ago, there was still a cultural belief that parenting should "come naturally” and that asking for help meant that a parent wasn’t a “good person.” 


This belief is changing rapidly. So many people are now embracing the truth that if parenting is our most important job, educating ourselves about raising children is vital. 



This education is what Parent Coaches do! So many people need you to follow your heart so that you can help them.


A better question to ask yourself is: “Who am I to NOT do the work I’m so passionate about??” 

What do you feel when you see another person following their dreams and doing work that makes the world better while earning a great living? 

Do you feel inspired? Jealous? Do you start to tell yourself a story that they are better than you? Have something you don’t have? 

This reaction is oh-so-normal!!

And guess what? It is 99.9% likely that the person you see doing what you want to do once had these same feelings and fears. They simply learned to make their dreams BIGGER. All of us who forge a path for ourselves in our work, whether being a Parenting Coach or something else, learn to be ok with being scared and do it anyway. 

If they can do it, you can too! 

We train you to be a parent coaching professional. You simply need to bring your passion, presence, and commitment. 


So back to our original question: Who are you to be a parenting coach? 

You're somebody that cares deeply about kids. You're someone who has a dream. I always tell people, “If you keep your dreams big, your worries will stay small.”

It makes me sad that some people in the world dream of doing something with their lives and don't have the opportunity to follow through on those dreams. So if you dream of becoming a parenting coach, whether here at Jai or one of the other fantastic training organizations out in the world, I invite you to keep your dreams big and focus on what you can do. 

When the snarky voices come up, recognize them for what they are. They are just fear patterns looking to keep you in your current status quo. You don't have to listen to them. You don't have to pay attention to them. Just because a thought goes through your mind doesn't mean it's right or true. 

If you struggle with negative thought patterns getting in the way of you taking action to move forward in your dreams, a great book that I recommend that everyone read is The Untethered Soul by Michael Singer. It was the first book I read that helped me realize that just because I was thinking something didn't mean that I had to believe it. It changed my life. 

Ready to take the next step toward doing work that lights you up, fulfills your longing to help the world be a better place for kids, and gives you the freedom and flexibility you want to be the parent you want to be for your children? 

Check out our comprehensive, science-based Parent Coach Certification Program here. 

If you’re anything like the rest of our students, it will change your life. 

Meet Your Author, Kiva Schuler

Kiva’s passion for parenting stemmed from her own childhood experiences of neglect and trauma. Like many of her generation, she had a front row seat to witnessing what she did not want for her own children. And in many ways, Jai is the fulfillment of a promise that she made to herself when she was 16 years old… that when she had children of her own, she would learn to parent them with compassion, consistency and communication. 

 

Kiva is a serial entrepreneur, and has been the marketer behind many transformational brands. Passionate about bringing authenticity and integrity to marketing and sales, she’s a sought after mentor, speaker and coach.

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By Maggie Pouplis June 3, 2026
Almost every parent experiences this more than once. Your child changes, and suddenly, you feel like you no longer fully understand them. The toddler who melts down over the “wrong” cup. The once easygoing school-aged child who suddenly becomes more sensitive, withdrawn, or reactive. The teenager who pulls away just when you feel the strongest urge to protect them. And somewhere in those moments, most parents begin searching for explanations. “Something changed.” “Someone is influencing them.” “They’ve become difficult.” “Social media is ruining this generation.” As parents, we naturally try to make sense of behavior. We look for causes because uncertainty feels uncomfortable, especially when it involves someone we love so deeply. But many times, what changes first is not the child’s character. It is the child’s developing brain. One of the most important things I learned during my training with the Jai Institute for Parenting was that behavior cannot be fully understood outside the context of relationship, nervous system development, and emotional safety. That perspective stayed with me and eventually led me to dive even deeper into developmental neuroscience and brain development. Because once you begin to understand how the brain develops, it stops looking like defiance, manipulation, laziness, or attitude. The behavior begins to look like development. In the early years of life, especially between ages two and four, children experience emotions intensely while still lacking the neurological maturity to regulate them independently. The areas of the brain responsible for impulse control, emotional regulation, planning, and perspective taking are still under construction. In other words, young children often feel enormous emotions inside very small nervous systems. This is why a toddler can completely fall apart because their banana broke in half or because you gave them the “wrong” spoon. To the adult brain, the reaction may seem dramatic. To the child’s nervous system, however, the distress is real. This does not mean children should grow up without boundaries . It means that in moments of emotional flooding, connection and regulation often need to come before teaching. As Dr. Daniel Siegel often explains, an overwhelmed brain cannot effectively access logic, learning, or problem-solving. The nervous system must first return to a state of safety before true learning can happen. This is where co-regulation becomes incredibly important. Children borrow our nervous systems long before they can consistently regulate themselves. They learn emotional regulation through repeated relational experiences with calm, connected adults. Of course, this does not mean parents must remain perfectly calm all the time. Parents are human beings with limits, stress, exhaustion, responsibilities, and their own nervous systems. What matters most is not perfection but repair, awareness, and the overall emotional climate of the relationship. As children move into the school-age years, something else begins to happen. Around ages five to seven, the social brain expands significantly. Children become increasingly aware of how others see them. Acceptance, belonging, comparison, fairness, and peer relationships begin carrying much more emotional weight. This is often the age when parents say things like: “They suddenly became more sensitive.” “They take everything personally now.” “They worry more than before.” And they are usually right. At this stage, children are not simply reacting emotionally. They are beginning to build a deeper social identity. Their brains are becoming more aware of social evaluation and emotional meaning within relationships. Then comes a stage I personally believe is one of the most misunderstood of all: roughly ages eight to ten. Many parents expect things to stabilize by this point. Instead, some children become quieter, more introspective, more emotionally reactive, or seemingly disconnected. Others become easily bored, frustrated, or emotionally overwhelmed. And naturally, adults begin creating narratives around those changes. “They’re lazy.” “They’ve changed.” “They don’t care anymore.” But very often, what we are witnessing is neurological reorganization rather than deterioration. During this period, the brain begins a major process called synaptic pruning. Neural connections that are not frequently used begin to weaken, while frequently used pathways become stronger and more efficient. At the same time, children develop more complex emotional awareness, deeper thinking, and a richer internal world. Many children at this age begin asking bigger questions about themselves, relationships, fairness, identity, and belonging, even if they cannot fully articulate those thoughts yet. Sometimes what adults interpret as withdrawal is actually cognitive and emotional expansion happening internally. And then adolescence arrives, perhaps the stage that activates the most fear in parents. Teenagers begin separating psychologically from their parents as part of healthy development. Their need for autonomy increases while the emotional and reward systems of the brain become highly sensitive. Peer relationships become deeply important, emotions intensify, and risk-taking often increases. To many parents, this can feel frightening or even personal. But adolescence is not a broken relationship. It is a developmental transition. Teenagers still need boundaries, guidance, and emotional safety. Perhaps more than ever. But they also need space to develop identity, autonomy, and a sense of self outside the parent-child dynamic. And maybe this is one of the biggest challenges of parenting today: learning how to remain emotionally available without trying to control every stage of development out of fear. Modern parenting often places enormous pressure on parents to react perfectly at every moment. But children do not need perfect parents. They need regulated enough adults who are willing to stay curious about what behavior may actually be communicating. Because many times, children are not trying to give us a hard time. They are trying to organize a developing brain and nervous system inside a very overstimulating world. And perhaps the question we need to ask more often is not “How do I stop this behavior?” , but “What might this developing brain be trying to communicate through it?”
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By Maggie Pouplis June 3, 2026
Almost every parent experiences this more than once. Your child changes, and suddenly, you feel like you no longer fully understand them. The toddler who melts down over the “wrong” cup. The once easygoing school-aged child who suddenly becomes more sensitive, withdrawn, or reactive. The teenager who pulls away just when you feel the strongest urge to protect them. And somewhere in those moments, most parents begin searching for explanations. “Something changed.” “Someone is influencing them.” “They’ve become difficult.” “Social media is ruining this generation.” As parents, we naturally try to make sense of behavior. We look for causes because uncertainty feels uncomfortable, especially when it involves someone we love so deeply. But many times, what changes first is not the child’s character. It is the child’s developing brain. One of the most important things I learned during my training with the Jai Institute for Parenting was that behavior cannot be fully understood outside the context of relationship, nervous system development, and emotional safety. That perspective stayed with me and eventually led me to dive even deeper into developmental neuroscience and brain development. Because once you begin to understand how the brain develops, it stops looking like defiance, manipulation, laziness, or attitude. The behavior begins to look like development. In the early years of life, especially between ages two and four, children experience emotions intensely while still lacking the neurological maturity to regulate them independently. The areas of the brain responsible for impulse control, emotional regulation, planning, and perspective taking are still under construction. In other words, young children often feel enormous emotions inside very small nervous systems. This is why a toddler can completely fall apart because their banana broke in half or because you gave them the “wrong” spoon. To the adult brain, the reaction may seem dramatic. To the child’s nervous system, however, the distress is real. This does not mean children should grow up without boundaries . It means that in moments of emotional flooding, connection and regulation often need to come before teaching. As Dr. Daniel Siegel often explains, an overwhelmed brain cannot effectively access logic, learning, or problem-solving. The nervous system must first return to a state of safety before true learning can happen. This is where co-regulation becomes incredibly important. Children borrow our nervous systems long before they can consistently regulate themselves. They learn emotional regulation through repeated relational experiences with calm, connected adults. Of course, this does not mean parents must remain perfectly calm all the time. Parents are human beings with limits, stress, exhaustion, responsibilities, and their own nervous systems. What matters most is not perfection but repair, awareness, and the overall emotional climate of the relationship. As children move into the school-age years, something else begins to happen. Around ages five to seven, the social brain expands significantly. Children become increasingly aware of how others see them. Acceptance, belonging, comparison, fairness, and peer relationships begin carrying much more emotional weight. This is often the age when parents say things like: “They suddenly became more sensitive.” “They take everything personally now.” “They worry more than before.” And they are usually right. At this stage, children are not simply reacting emotionally. They are beginning to build a deeper social identity. Their brains are becoming more aware of social evaluation and emotional meaning within relationships. Then comes a stage I personally believe is one of the most misunderstood of all: roughly ages eight to ten. Many parents expect things to stabilize by this point. Instead, some children become quieter, more introspective, more emotionally reactive, or seemingly disconnected. Others become easily bored, frustrated, or emotionally overwhelmed. And naturally, adults begin creating narratives around those changes. “They’re lazy.” “They’ve changed.” “They don’t care anymore.” But very often, what we are witnessing is neurological reorganization rather than deterioration. During this period, the brain begins a major process called synaptic pruning. Neural connections that are not frequently used begin to weaken, while frequently used pathways become stronger and more efficient. At the same time, children develop more complex emotional awareness, deeper thinking, and a richer internal world. Many children at this age begin asking bigger questions about themselves, relationships, fairness, identity, and belonging, even if they cannot fully articulate those thoughts yet. Sometimes what adults interpret as withdrawal is actually cognitive and emotional expansion happening internally. And then adolescence arrives, perhaps the stage that activates the most fear in parents. Teenagers begin separating psychologically from their parents as part of healthy development. Their need for autonomy increases while the emotional and reward systems of the brain become highly sensitive. Peer relationships become deeply important, emotions intensify, and risk-taking often increases. To many parents, this can feel frightening or even personal. But adolescence is not a broken relationship. It is a developmental transition. Teenagers still need boundaries, guidance, and emotional safety. Perhaps more than ever. But they also need space to develop identity, autonomy, and a sense of self outside the parent-child dynamic. And maybe this is one of the biggest challenges of parenting today: learning how to remain emotionally available without trying to control every stage of development out of fear. Modern parenting often places enormous pressure on parents to react perfectly at every moment. But children do not need perfect parents. They need regulated enough adults who are willing to stay curious about what behavior may actually be communicating. Because many times, children are not trying to give us a hard time. They are trying to organize a developing brain and nervous system inside a very overstimulating world. And perhaps the question we need to ask more often is not “How do I stop this behavior?” , but “What might this developing brain be trying to communicate through it?”
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