The worlds of coaching, pseudoscience, and alternative medicine may seem distinct at first glance, but they are bound by a shared philosophy that fuels their influence and shields them from criticism. The mantra, “watch what they say, watch what they sell,” encapsulates the tactics they use to gain followers, justify their authority, and, often, exploit vulnerable individuals seeking solutions to life’s problems.
This philosophy enables these industries to thrive on a mixture of fear, aspiration, and mistrust, often creating an environment where critique is dismissed as ignorance or resistance. Let’s unravel how these interconnected worlds operate and why they are so difficult to challenge.
The Philosophy Behind the Pitch
At the core of coaching, pseudoscience, and alternative medicine lies a consistent pattern:
- Amplify or Invent a Problem: These industries highlight or exaggerate an issue—be it mental blocks, toxic overload, or the inability to grow.
- Position Themselves as the Solution: They present their programs, methods, or products as the only way forward, dismissing alternatives or evidence-based approaches.
- Reject Dissent as Limiting Beliefs: Any critique of their methods is framed as a personal failing, fear of success, or closed-mindedness.
The Growth Mindset Weaponised
One of the most insidious tactics these industries employ is appropriating the language of a growth mindset. Originally meant to encourage self-improvement and resilience, the term is weaponized to silence skepticism:
- Challenge the method? You’re “afraid to grow.”
- Question the science? You’re “stuck in an old paradigm.”
- Express doubt? You’re “not ready for transformation.”
This reframing traps individuals in a psychological loop where questioning becomes synonymous with failure, creating an environment where blind acceptance is equated with progress. Ironically, the very idea of growth is stunted by the refusal to critically evaluate the methods or their proponents.
“Science Doesn’t Have All the Answers”
Another recurring theme is the belief that science is incomplete or even deliberately misleading. This argument is used to validate pseudoscientific claims or methods unsupported by evidence:
- Alternative medicine proponents dismiss evidence-based treatments by suggesting that science is too narrow to understand the “true” complexities of health.
- Pseudoscientific coaches claim that traditional psychology or neuroscience overlooks the “hidden truths” that only their techniques can access.
While it’s true that science is an evolving process and doesn’t claim omniscience, this rhetoric exploits gaps in scientific understanding to promote baseless or disproven ideas. In doing so, these industries erode trust in legitimate expertise while propping up individuals with no credentials or limited understanding of the fields they claim to master.
The Rise of the Influencer-Guru
Social media has been the perfect incubator for these ideologies. With little to no gatekeeping, influencers with charismatic personas and clever marketing can present themselves as experts, often outshining those with actual credentials.
- A nutrition influencer with no formal education can amass millions of followers by demonising “toxins” and promoting their supplements.
- A self-help coach with a weekend certification can create a movement by framing themselves as a spiritual guide.
- These figures exploit the distrust in traditional institutions, positioning themselves as relatable outsiders who “get it” in a way that “elitist” experts never could.
The problem isn’t just the influencers themselves; it’s the echo chambers they create. Social media algorithms amplify emotionally charged, affirming messages while suppressing dissenting voices, making it even harder for followers to access critical perspectives.
Why Critiquing These Industries is So Difficult
- Emotional and Identity Investment: Followers often see these methods as part of their identity or salvation. Criticising the practice feels like a personal attack.
- Tribalism: Communities around these ideologies foster an “us vs. them” mentality. Dissenters are cast as negative or unenlightened.
- Shifting the Goalposts: When methods fail, the blame is often shifted to the individual (“You didn’t believe enough,” “You’re not ready yet”) rather than the practice.
- Charismatic Immunity: Leaders with charm and relatability can dismiss critics as jealous or “not on the same wavelength.”
“Watch What They Sell”
At the heart of these industries is a transactional core. Despite their lofty rhetoric about empowerment and growth, their success often depends on creating dependency.
- In Coaching: Progress requires signing up for another program or purchasing advanced techniques.
- In Pseudoscience: Healing or growth hinges on buying the next supplement, crystal, or device.
- In Alternative Medicine: Patients are told they need ongoing, costly treatments for poorly defined problems.
The message is clear: you’re never truly “fixed” or “whole”—at least not without continual investment.
The Path Forward: Reclaiming Critical Thinking
While the allure of these industries can be powerful, there are ways to challenge their influence without alienating those who seek genuine help:
- Educate on Critical Thinking: Teach people how to evaluate claims, recognise logical fallacies, and seek credible evidence.
- Promote Science Literacy: While science doesn’t have all the answers, it provides a framework for testing and validating claims, which is more reliable than anecdotes or charismatic pitches.
- De-stigmatise Skepticism: Show that questioning isn’t negativity—it’s an essential part of growth and understanding.
- Highlight Ethical Practices: Elevate coaches, practitioners, and programs that emphasise empowerment over dependency and evidence over hype.
Growth Without Exploitation
True growth and transformation don’t come from fear, dependency, or blind acceptance. They come from the courage to ask questions, the humility to seek diverse perspectives, and the wisdom to separate what empowers from what exploits.
So next time you’re drawn to a coach, a wellness influencer, or an alternative healer, remember this mantra: “Watch what they say, watch what they sell.” It might just save you from buying into something that takes far more than it gives.