JMAC’s T Keaton-Woods is in the business of helping creatives and entrepreneurs uncover their authentic selves. We spoke with T about her background in artist management, common misconceptions about transformational coaching, and why she finds her work so rewarding.
Tell us a bit about yourself and your background.
I’m a transformational coach, although I use the title soul personal trainer. I’ve spent most of my career working with artists and entrepreneurs and helping them found and scale things. I was a theater producer, I worked in film and TV, and I am an artist manager. Throughout all of this, I’ve helped small business owners and creatives scale and grow their work. I always find myself saying that I’m the person behind the person. It’s not about me being in the spotlight, but about supporting those who are doing the work and pursuing their visions.
What are some common challenges creatives and entrepreneurs face when trying to connect authentically with their work or community?
There’s often a moment after you’ve had a little bit of success where you start trying to create for an audience instead of from the reason you originally started. I try to get folks back to that place of original inspiration; I call it “re-homing” to the authentic creative spark. A common thread I’ve noticed with most founders is that they want to find what’s next and build it out to offer it. And here’s the thing: most artists are actually documenting and commenting on the time and place in which they live through their work. For both of these groups their lenses are often different from other people’s lenses. They’re not looking at the world in the “standard” way.
What I’ve found is that over time, a lot of them start seeking permission, and wanting to be liked or appreciated. And that can lead to imposter syndrome and—maybe worst of all—feeling like you don’t belong. Despite how much we hear about nepo babies and things like that, most people I work with aren’t following a pre-laid path. It’s a burning, internal calling. And when you don’t have an example in your immediate world, it can feel impossible.
My belief is that none of us ever have an idea or longing we can’t actually reach. When you get an idea, it becomes possible. But you need support—you need a container to get inside and get messy to find a way to pursue it.
How do you approach goal setting as a transformational coach?
Goal setting is one of those funny things. First off, I tend to ask: who are you? After we understand that, the next step is finding out what’s most important to you—your value system, your core truths. Finally, we determine what you want to offer. There’s no point setting goals that aren’t aligned with who you are, because, frankly, it’s not going to go well. Either it will happen and you’ll feel unfulfilled, or it won’t happen and you’ll feel deeply disappointed.
We’ve all heard that comparison is the thief of joy. If you’re discovering or commenting on something, what’s the point of regurgitating someone else’s thoughts? So the people who tend to be attracted to working with me are people who want to stretch, grow, and unfurl into their true selves.
What are some common misconceptions about coaching?
Let me be clear: coaching is not therapy. The easiest way I frame it is by asking: what does the coach of any team do? They might help you design a play, but they can’t run it for you. But they can adjust your posture, your form, and watch how you execute that play. So for me, coaching is creating a container where people can stretch themselves to achieve what they desire. And that means sometimes people need to be held accountable and asked, “Is that really what you want?”
Therapy is a lot more about talking through problems and what’s not working, whereas coaching is about identifying where you’re headed as a human, who you want to be, and then supporting you to find the tools that you need to start heading toward it. It’s also about understanding where you are now, honoring that, and not giving away your power to the past or getting so future-focused that you miss what’s unfolding right now.
What’s the most rewarding aspect of working with people on their personal growth and professional development?
The fact that it’s a co-creative process. Every client bleeds into me as much as I bleed into them. It’s most rewarding when a client leans in 100%, and something entirely new emerges. I also love that the work isn’t prescriptive; it’s deeply informed by every new person I work with.
Whether we’re focusing on personal or professional development, it’s so satisfying to watch someone step into their sovereignty and realize they’re a whole being who can choose to be responsive rather than reactive. I have a motto when working with people: no “shoulding” allowed. When you feel incapable or disempowered, ask yourself: whose expectations are you trying to meet? Would you rather feel happy and true to yourself, or go along with what’s comfortable and familiar that someone else laid out for you, or that society laid out for you?
Get curious about your potential. Take time to enjoy life’s small pleasures, and see what comes from there. Even if you’re in a traditional nine-to-five job, make sure you’re finding a way to be true to yourself. Look around, and make sure you’re in a place that you appreciate and that also appreciates you.
