This article is directed to all who think that being a Scrum Master is inferior, and therefore think (ab)using the term “Agile Coach” is justified.
Note. A serious warning before you read on: If you consider yourself to be an Agile Coach and you are not up to digesting some painful transparency about your role, please stop here.
OK, so when you read this line, I have captured your attention, which means the agile community might be one small step closer to transparency. Thank you for giving me this opportunity. I want to reward you with the management summary: “We should re-establish the title of Scrum Master to stop the proliferation of oblique role nomenclature. Our professionalism demands this from us; We need to practice the transparency we preach.”