Introduction
Everyone in the business coaching profession agrees that executive coaching works. However, according to Coaching and Buying Coaching Services (London: Chartered Institute of Personnel and Development, 2004), an even greater impact, more sustainable results and increased effectiveness can be achieved when a systematic approach to executive coaching is applied.
Novice coaches wonder if effective, experienced coaches possess mysterious methods for producing magical results. In fact, the genuine trust that renders coaching effective is created when both coach and client have a clear understanding of the coaching process and methodology. We have always believed in the value of such transparency, and have made it a cornerstone of our practice. To validate our belief, we conducted research and monitored our own coaching results.
In order to determine and define what actually happens in sessions facilitated by an effective coach, we observed and analyzed transcripts and video tapes from executive coaching colleagues in the US, England and Germany. We investigated how the coach achieved results, what specific actions the coach took to improve executive performance, and what distinguished an effective, experienced coach from a novice. Our observations, analysis and study of various coaching models led to our development of the seven-step Achieve Coaching Model®, which has been applied successfully in some of the finest organizations in the world.
Application of the Achieve Coaching Model®
A brief description of each of the seven steps follows, along with insights into the skills and techniques employed by an effective coach at each stage.
Step 1: Assess the current situation
In this step, the executive is encouraged to reflect deeply about his or her current situation. The enhanced self-awareness obtained by describing that situation helps in identifying areas to address, and provides a useful context for the sessions ahead. However, the most important benefit of this step is the client’s opportunity to reflect on past events, enhance understanding of what specific actions contributed to the current situation, and how those actions may have stimulated specific responses in others.
Key coaching behaviors
Step 2: Brainstorm creative alternatives to the client’s current situation
This phase broadens the executive’s perspective and creates a sound foundation for the development of creative solutions and behavioral change. The objective is to increase the choices available to a client who is facing a challenging situation.
One of the most pressing issues for clients is the feeling of being “stuck” in a particular situation with no visible alternate course of action available. In some circumstances, particularly in times of heightened stress, perspective can narrow, resulting in mental and emotional “tunnel vision.” The effect resembles a confrontation with a massive wall–nothing is visible but that wall.
An effective coach draws the client back and restores a broader perspective, which is a prerequisite for the next stages in the coaching partnership. Absent creative brainstorming, the client continues to circle and repeat the same patterns of behavior. Essentially, the first natural reaction in this “stuck state” is to do “more of the same.”
Key coaching behaviors
Step 3: Hone goals
In Step 3, the client forges alternatives and possibilities into specific goals. This is the stage at which SMART goals are created and/or refined, and it is essential that the principles of effective goals formulation be taken into account. This is more difficult than it may first appear. Most executives are very aware of what they do not want. However, they frequently find it highly challenging to specify exactly what they do want. In this step, the coach helps the executive to clearly articulate specific, desired results.
Key coaching behaviors
Step 4: Generate options for goal achievement
Having decided upon a specific goal, the aim at Step 4 is to develop a wide range of methods of achieving it. At this point, the purpose is not to find the “right” option, but rather to stimulate the client to develop an abundant array of alternatives. No option, however seemingly appealing, should form the sole focus of attention. At this stage, the quantity, novelty and variety of the options are more important than their quality or feasibility.
Key coaching behaviors
Step 5: Evaluate options
Having generated a comprehensive list of options, the next step is for the client to evaluate and prioritize them. As is the case in Step 3, “Hone Goals,” this is the stage at which an experienced coach can guide the executive towards developing focus. Without a well-defined focus for action, the executive is unlikely to move forward effectively.
We have found that executives who are skilled at evaluating options for their business objectives often find it difficult to apply the same techniques to their private lives. In such situations, the coach can serve to remind the client of the value of these techniques, and encourage their application on a personal level.
Key coaching behaviors
Step 6: Design a valid action plan
As one coach described it, “This is where the rubber meets the road!” At this stage, a concrete and pragmatic action plan is designed. One of the main advantages of executive coaching in industry and commerce is that it provides “just in time” learning and development when and where an executive needs it. This stage of committing to a plan means that the executive is ready to take action.
With many executive development programs, the challenge is translating “classroom learning” into everyday practice. Coaching helps bridge this gap, and the executive commits to taking action using newly acquired skills.
Key coaching behaviors
Step 7: Encourage momentum
This is represented as the final stage in the Achieve Coaching Model®. While the final step in a coaching partnership may be to facilitate the client’s execution of the defined action plan, the role of the coach in encouraging momentum between coaching sessions is equally important.
As a US coach explained, encouraging momentum is a “crucial part of the process. Until the new behavior becomes the new reality, it remains difficult…executives who are in the transformation process need encouragement and reinforcement.” We have found that it is important to reinforce even the smallest steps, since this helps to build and maintain momentum and increase the executive’s level of confidence. Cumulative small action steps create the critical mass necessary to accomplish the desired goal. Sustainable change is easier to achieve with continuous reinforcement and encouragement.
Key coaching behaviors
Conclusion
The aim of this article has been to describe and provide insights into the practical application of the Achieve Coaching Model®. Coaches can use the model to structure their coaching sessions and coaching programs without confining the coach to a “straightjacket” which inhibits flexibility and individuality. For those considering hiring a coach, the model provides a transparent, forthright description of coaching methodology. It can also help potential clients to evaluate coaches when choosing those with whom they wish to work.
This article first appeared in Business Coaching Worldwide (Spring Issue 2006, Volume 2, Issue 1).
“Coaching and Buying Coaching Services.” 2004. Chartered Institute of Personnel and Development. London. Available at http://www.cipd.co.uk/subjects/lrnanddev/coachmntor/coachbuyservs.htm?IsSrchRes=1
Sabine Dembkowski, Ph.D is based in Cologne, Germany. Following a successful career as a top management consultant at A.T. Kearney and Monitor Company, Sabine founded The Coaching Centre, an international consultancy for executive coaching and leadership services. Sabine can be reached by email at sabinedembkowski@thecoachingcentre.com.
Fiona Eldridge is the Director of The Coaching and Communication Centre. She is a Master Practitioner and Certified Trainer of Neuro Linguistic Programming. Fiona has appeared on television and radio and frequently contributes to newspapers and journals. Learn more about her work at The Coaching and Communication Centre.
Coaching seems simple enough. You help your clients define their most important long-term goals, break their goals down into short term milestones, hold them accountable, keep them focused and volià… success.
In fact, it seems so simple that if you are a potential client, why would you even need a coach to define what’s important to you and then, like a “nagging-but-loving” parent, make sure you do your homework? That’s easy. In spite of your best intentions, if you are like most people, you become distracted. A “nagging-but-loving” parent or coach may come in handy–whether it is to make sure that children get their homework done or that you make it to the goals you set for yourself.
How about you if you are a coach? You love coaching, you love helping others and dang it, if only people would hire you, they would love the results you can get for them…But to hire you, they have to find you. Oh, c’mon; that’s just wishful thinking. You have to find them and then convince them that what they need (that is, you, in order to reach the goals they set for themselves that they can’t reach on their own) is what they want.
This is called marketing and selling. Marketing is getting yourself in the position to offer your services–getting to the telephone or face-to-face conversation with a potential client. You must then sell your services in such a way that a potential client hires you.
As a potential client, you get this–you expect people to lay out their USP (unique sales proposition). But if you’re a coach, although you wholeheartedly agree with how coaching can help people define and reach their goals, you may feel a knot in your stomach about anything related to marketing and selling.
Despite knowing what you each need to do in order to become more successful, your self-defeating behavior may often get in your way. If you’re a potential client hiring a coach, or if you’re a coach committing to marketing and selling your services, you may instead either procrastinate, get defensive, make excuses, quit too soon or engage in some other self-defeating behavior. There is almost no limit to the number of ways you can defeat yourself. I’ve written two books that cover 80 of them.
Human nature doesn’t exist, only animal nature
and the human potential to not give in to it.
Unknown
Whether you’re a coach or a client, you both know that you get in your own way. What may be less clear is why you do it. Understanding how and why people in general, and you in particular, engage in self-defeating behavior will enable you to take that first step toward getting out of your own way.
Success: Two Steps Forward, One Step Back (Figure 1)
From your first breath to your last, you are stepping into the unknown. Your first baby step is daunting, yet exhilarating. The real challenge to your evolving personality occurs when you take that first step and fall down. To be successful throughout your life, you want to make sure you take two steps forward and one step back, instead of no steps forward or one step forward and two steps back.
Think of an infant taking his first step. He crawls, then stands holding onto a chair or his parent’s leg, and then ventures out into the world of homo-erectus. He steps away from any supports, balances precariously, and looks back at his parent (developmental psychologists refer to this stage with the French word, rapprochement, which means “looking back”). He feels reassured and ventures forth.
Sooner or later he falls and cries. One minute he felt like Superbaby; the next he found himself a helpless little creature. He turned out to be as fragile in the next moment as he felt powerful in the first. He looked back at his parent for reassurance (in other words, coaching–see far right column in Figure 2) that what he had experienced was a slip–it doesn’t mean he has fallen through the cracks and can’t get up and try again. Taking in his parent’s reassurance, he does get up and try again. This occurs over and over, until one day he is able to walk on his own.
When a child internalizes this new skill, a little piece of self-confidence develops and he integrates it into his evolving personality. As his personality develops into his own distinct identity, he becomes more and more an individual, and a confident one at that.
One doesn’t discover new lands without consenting to
lose sight of shore for a very long time.
Andre Gide
This process continues all the way through life. Our personalities and identities are constantly evolving in this two-steps-forward, one-step-back dance of learning–falling, pausing, refueling, retooling, and retrying. Along the way, we make mistakes and learn from them; over time, we can develop perseverance, persistence, and effectiveness.
When you make forward progress, you feel vital, effective and empowered. You seek out opportunities to test your mettle in the world. The world is one giant opportunity and your oyster to explore and enjoy.
Self-Defeat: What Goes In, Comes Out (Figure 2)
So what happens to you when you defeat yourself? As a baby, if you take that first step into the unknown, go to take a second step, fall, look back, and your parents do not respond to you with encouragement, you become stalled. Worse, you may slide further back and regress. You feel tentative, ineffective, disempowered. You seek out any mitigating behaviors that give you relief from these feelings. You adopt so-called “quick fixes”–ways to cope that give you momentary relief from the trauma of falling from Superbaby to Powerless Baby. The problem is that quick fixes fix nothing, and actually hurt you in the long run.
What happens when Superbaby is criticized (and feels as if he has done something wrong), ignored (and feels alone in his helplessness), or coddled (and then feels confused when not coddled)? Superbaby’s reaction is fear, guilt, shame, anger and confusion. Negative messages about the meaning of what he’s experiencing begin playing in his head. He is suddenly knocked off the resilience track. He doesn’t have the self-confidence he needs to get up and try again on his own.
And instead of becoming effective, he seeks relief. Anything and everything he does in reaction to feeling “upset” triggers a negative coping reaction that works to make him feel better in the short run, but in the long run turns into a self-defeating behavior (SDB).
What’s done to children, they will do to society.
Karl Menninger
These behaviors waste time and squander his potential. Instead of seeing the world as a terrific place to explore, he views it as a terrifying place that can trip him up at every step. This causes him to stall in his life and his career. If he repeats these behaviors often enough, they become habits. Eventually they become internalized parts of his personality that are very resistant to change. That is why you must not become discouraged if you are not able to stop and overcome these self-defeating behaviors overnight. Becoming impatient with yourself is in itself self-defeating.
When you run into adversity in your adult life, the trick is to cut the endless playback loop of the old negative messages so that you can develop the inner strength and resolve to become effective in your life and work. This means replacing the abusive, critical, avoidant, neglectful, or overindulgent and authoritarian voice in your head with the voice of the supportive, authoritative role model, mentor or coach.
At first, you may want to conjure up the image and voice of that supportive person telling you to pause when you most feel like reacting or doing something impulsive. In my case, I brought to mind the image of Dean William MacNary. Dean MacNary, who passed away fifteen years ago, was an advocate for me during some difficult times I had in medical school. When I would run into stress and was about to do something foolish, I could see him in my mind’s eye making a Rabbinical shrug (despite his being an Irish Catholic) and saying to me in his Bostonian accent: “M-a-a-h-k, c’mon; take a deep breath and don’t do what you’re about to do. Let it go.” I would occasionally get into an argument with him in my mind, but “Mac,” as I and my fellow medical students called him, would usually win and prevent me from shooting from the hip and then shooting myself in the foot.
Over the years I have internalized his voice as part of my personality, but on those occasions when I want to dip into the gratitude I feel towards Mac, I’ll still imagine his Rabbinical shrug and steadying voice keeping me in line.
You might want to do the same with the people who have helped you along the way. It will help you feel less alone, and fortify you when you’re battling those impulses that could derail you from your goals. In addition, you can enlist the help of a coach so that you can begin to internalize that supportive, authoritative voice. And ultimately, you’ll replace those self-defeating messages and behaviors with confidence, motivation and determination to succeed.
This article first appeared in Business Coaching Worldwide (Fall Issue 2005, Volume 1, Issue 3).
Mark Goulston, M.D., is Sr. Vice President Executive Coaching and Emotional Intelligence at Sherwood Partners. He writes “The Leading Edge” for FAST COMPANY, “Directions” for the National Association of Corporate Directors’ Directors Monthly, and is the author of Get Out of Your Own Way at Work… and Help Others Do the Same (Putnam, available October 6, 2005).
Business coaching is expanding as a means of improving programs, processes, and even people. Sponsors, clients, and corporate executives–those who fund coaching activities–want to hear about successes in terms that they understand, terms related to organizational needs. Everyone might know that a coaching program made a positive difference, but someone insists on getting to the bottom-line: what did we spend and what did we get in return? The following is a brief summary of a real-life case study of a coaching intervention demonstrating measurement and evaluation, including the calculation of the return on investment (ROI)
Background
A USA-based, internationally established, prosperous hotel company, the Nations Hotel Company (NHC), sought to maintain and improve its status in the highly competitive hospitality industry. With hotels in 15 countries, 98% brand awareness worldwide, and 72% customer satisfaction rating, NHC wanted to help executives find ways to improve efficiency, customer satisfaction, revenue growth, and retention of high-performing employees. Challenged to execute this project, the Nations Hotel Learning Organization (NHLO) developed a program, including as a pivotal component a formal, structured coaching program called Coaching for Business Impact (CBI). NHC corporate executives wanted, as part of the process, to see the actual ROI for the coaching project.
Process
The NHLO first surveyed executives to identify learning needs and to assess their willingness to be involved in coaching. Most of the executives indicated that they would like to work with qualified coaches to assist them through a variety of challenges and issues, and that this would be an efficient way to learn, apply, and achieve results. The measurement and evaluation goal for the senior executive team was to assess results for 25 executives, randomly selected (if possible) from the participants in CBI. Figure 1 depicts the 14 steps in the new coaching program, from the beginning to the ultimate outcomes. For the planned ROI analysis, step #4 was critical; executives made a commitment to provide data on action plans and questionnaires.
Although these steps are self-explanatory as to the coaching process, the ROI process involved gathering data throughout the coaching engagement so that evaluation results could be reported for all five levels:
To collect complete and reliable data for Levels 4 and 5, executive-participants completed action plans that included questions addressing the four business impact measures sought to be improved:
1. What is the unit of measure?
2. What is the value (cost) of one unit in monetary terms?
3. How did you arrive at this value?
4. How much did the measure change during the evaluation period? (Monthly value)
5. What other factors could have contributed to this improvement?
6. What percentage of this change was actually caused by this coaching for business impact program?
7. What level of confidence do you place on your estimate of the change attributable to this program? (100% = Certainty and 0% = No Confidence)
Using the action plan responses and collecting data through executive questionnaires, senior executive questionnaires, and company records, the NHLO obtained information to convert data to monetary values (items 1-4 above), to isolate the effects of the coaching on this business impact data (items 5-6 above), and to adjust for errors in estimation (item 7 above).
Evaluation Results
Careful data collection planning allowed the NHLO team to measure the results of the coaching program at all levels. Level 1: Reaction, Level 2: Learning, and Level 3: Application all showed positive results and comments.
Impact: To assess the business impact, the NHLO team assimilated the information on the action plans for the 22 CBI executive-participants who responded. Using these responses, the NHLO arrived at the total adjusted value of the program’s benefits as $1,861,158.ROI: The fully-loaded costs of the CBI program included both the direct and indirect costs of coaching (needs assessment/development, coaching fees, travel, time, support, overhead, telecommunications, facilities, and evaluation). CBI costs for 25 executives totaled $579,300.
Using the total monetary benefits ($1,861,158) and total cost of the program ($579,800), the NHLO developed two ROI calculations. First is the benefit-cost ratio (BCR), which is the ratio of the monetary benefits divided by the costs:
This value suggests that for every dollar invested $3.21 was returned. The ROI formula for investments in any human performance intervention is calculated as it is for other types of investments: earnings divided by investment. For this coaching solution, the ROI was calculated thus:
For every dollar invested in the coaching program, the investment dollar was returned and another $1.21 was generated. In this case, the ROI exceeded the 25% target.
Intangibles: The NHLO chose not to convert all measures to monetary values, creating a list of intangible benefits — improved commitment, teamwork, job satisfaction, customer service, and communication.
Credibility
Credibility of data and of the ROI process itself is always critical. The NHLO’s sources of data (executives and company records), conservative data collection process, isolation of program impact, adjustment for errors in estimates, use of only first-year benefits in the analysis, fully loading program costs, and reporting results at all levels made a convincing case for the CBI program.
Communication
To communicate results to target audiences, the NHLO produced three documents:
To convey a clear understanding of the methodology, the conservative process, and information generated at each level, the NHLO team held meetings with the sponsor and other interested senior executives. Conservative and credible processes and competent communication led senior executives to decide that, with a few minor adjustments in the program, they would continue to offer the coaching for business impact program on a volunteer basis. Pleased with the process and progress, they were delighted to have data connecting coaching to the business impact.
This article first appeared in Business Coaching Worldwide (Fall Issue 2005, Volume 1, Issue 3).
Jack J. Phillips, Ph.D, is a world-renowned expert on measurement and evaluation, chairman of the ROI Institute, and consultant to many Fortune 500 companies. He facilitates workshops for major conference providers throughout the world. His most recent books are Proving the Value of HR (SHRM, Winter 2005) and Investing in Your Company’s Human Capital (AMACOM, Spring 2005). Find out more about Jack’s work at http://www.roiinstitute.net.
As business, and business coaching, becomes more global, the impact of most business coaching approaches can be enhanced by giving more attention to the influence of culture.
In Coaching Across Cultures: New Tools for Leveraging National, Corporate and Professional Differences (Rosinski, 2003), I define coaching as “the art of unleashing people’s potential to reach meaningful, important objectives.” A cultural perspective in coaching can bring to the surface powerful issues and assumptions related to culture and mobilize them to unleash client potential and facilitate sustainable and positive change. The key approach is to value and explore differences rather than seeking to impose norms, values and beliefs. The coaching impact goes further than enhancing the company bottom-line. As coaches we have an opportunity to help foster the conditions of a better world.
I do not suggest that coaching from this perspective is superior or even the first perspective that one should take. However, I believe that it is a crucial perspective that has been given insufficient attention during the relatively short existence of the profession of coaching.
Groups of all kinds have cultures. Groups originate from various categories, including geography, religion, profession, organization, social life, gender, and sexual orientation. A group’s culture is the set of unique characteristics that distinguishes its members from another group. However, culture is not static — it evolves. Our individual identities are a synthesis of the cultures of the multiple groups to which we belong. On the surface level, culture concerns the language we use, our greetings, and our dress. Beneath the surface it can determine our thinking patterns and how we go about solving problems. It influences how our businesses are structured.
As coaches and executives we can use culture to unleash potential in many ways. We ignore the influence of culture at our peril because it influences thoughts, behaviors and emotions. It is pervasive, vastly underestimated, and can be a powerful force for positive change. We seek to unleash client potential by creating new ways of operating through drawing on many different approaches. We consider context, preferences, possibilities and consequences and come up with ways that work best for the client, within ethical boundaries.
A Practical Approach to Leveraging Cultural Differences
With a lever, you obtain a stronger force than the one you are exerting. Leveraging cultural differences means achieving more output with a given input. The input is human potential — individual or collective, in its rich cultural diversity. Through considering and leveraging alternative cultural orientations we can enlarge our views, our options and achieve synergy.
Although there is no set recipe to follow, I set out in Coaching Across Cultures a useful framework of The Global Coaching Process. Through this approach, coaches and clients can connect their personal voyages with those of their families, friends, work colleagues, organizations, communities and society in general. Different levels and layers of culture will interact and the ground will be uneven and shifting. In coaching conversations we aim to facilitate clarity by inviting an exploration of cultural influences. Clients can then leverage culture to unleash their potential and successfully pursue their goals. In this process we assist clients in finding new ways of operating that are meaningful and sustainable in their contexts.
The Cultural Orientations Framework (COF)
I have drawn together cross-cultural research on orientations across a range of human activities into the Cultural Orientations Framework (COF). One orientation is not right and others wrong. I invite clients to adopt an and approach, rather than an either/or.
The COF looks at seven categories. Here I give a brief example in each:
1. Our sense of power and responsibility;
There are three ways we can relate to the world in general, and more specifically to our businesses and our own careers. (1) We can seek to control. (2) We can be humble where we accept natural limitations. (3) We can also strive for harmony and balance with nature.
We encourage our clients to work with each of these. They can take responsibility for their lives, follow their dreams, and strive for excellence and advancement — a stance of control which can provide motivation and lead to positive self-fulfilling prophecies. At the same time, they can accept natural limitations of both themselves and their situations. Knowing one’s limits is not always obvious, but humbly accepting them is paradoxically within one’s control. Harmony is learning when to act and when to accept with humility what has occurred.
2. The way we manage time;
There are different cultural orientations to managing time. For example, many executives see time as a scarce resource. An alternative orientation is to view time as plentiful. For the client who sees time as scarce and gets caught in a daily flurry of activities without meaningful actions, we might discuss strategies for opening up opportunities for reflective thought — while at the same time making strategic use of their capacity for high-speed action. By viewing time in a plentiful fashion, the client may paradoxically appreciate the scarcity of time.
3. How we define our identity and purpose;
In defining identity and purpose, it is common for executives to refer to how much they do and achieve — a doing orientation. Another orientation is to stress living itself and the development of talents and relationships — a being orientation. For example, with clients whose preferences are for doing a lot at the expense of productive and meaningful relationships in the workplace, we may encourage them to try new strategies for building trusting, sustainable relationships. Not only can they then do more, but they may also receive the benefits of a richer personal and professional life.
4. The organizational arrangements we favor;
One way people differ on organizational arrangements is in the degree to which they are collaborative or competitive. In competitive cultures, the workplace is often the stage for a contest between individuals or work areas. The aim is to win. In collaborative cultures, the emphasis is more on working together. The European Union is an example of leveraging competition and collaboration. Countries strive to be the best. Governments regularly compare their performances with their neighbors’ to motivate performance – but there is also collaboration. Best practices are exchanged in all areas; science, engineering medicine, and so on.
5. Our notions of territory and boundaries;
In protective cultures, people are keen to protect their physical and mental territory. They like to keep their physical and psychological distance. In sharing cultures, people seek closeness and intimacy and in the workplace they freely discuss personal subjects as well as business matters. Clients who favor a protective approach can be encouraged towards a sharing orientation through greater self-disclosure. This can promote greater protection through establishing network relationships built on trust. The stronger network also builds productivity benefits.
6. The way we communicate;
There are many variations across cultures in how people communicate. For example, US business practice is typified by a direct communication style where the priority is to get one’s point across. In many Asian cultures, an indirect style is favored, where the priority is to maintain a cordial relationship. To leverage the two orientations, I suggest being clear and firm with the content while being careful and sensitive with the form. Some coaches hold bluntness as a virtue and will challenge clients directly as a sign of courage and honesty. This approach may well backfire across cultures. By holding to the substance but being sensitive on the process, coaches can leverage difference for the benefit of the client.
7. Our modes of thinking.
Much recent research has proven that there is a large variation between cultures on modes of thinking. For example, some cultures tend to favor analytical thinking. Analysis breaks a whole into parts and problems are solved through decomposition. In other cultures, systemic thinking is more common. Systemic or “holistic” thinking brings the parts together into a cohesive whole. Emphasis is on connections between the parts and on the entire system.
In the Global Coaching Process, I leverage the two forms for goal setting. Analytically, objectives are broken down into categories of self, family and friend, organization, community and the world. Systemically, interconnections between the categories indicate possible synergies, and the global perspective prevents losing sight of what is truly important.
Conclusion
Coaching from a cultural perspective helps unleash client potential by broadening perspectives and focusing on possibilities. A consideration of culture is a way of injecting additional passion, meaning, and variety into the coaching process by a holistic consideration of clients’ lives. My experience is that coaching from this perspective will help facilitate financial success in business for clients. In addition, when individuals accept the challenge of incorporating the cultural perspective, they take on a shared responsibility for better relationships, teams, organizations, communities, and global societies. The approach of genuinely respecting, valuing, and leveraging of difference is highly infectious. As carriers, our impact as coaches can reach well beyond the lives of our clients to truly make a better world.
This article first appeared in Business Coaching Worldwide (Summer Issue 2005, Volume 1, Issue 2).
Philippe Rosinski, Ir, MS, MCC is principal of Rosinski & Company, a global consulting firm that helps leaders, teams, and organizations unleash their human potential to achieve high performance. Philippe has written Coaching Across Cultures (Nicholas Brealey Publishing/Intercultural Press, 2003; http://www.coachingacrosscultures.com). Philippe may be reached by email at office@philrosinski.com.
Geoffrey Abbott is an executive coach and consultant, and a researcher with the Faculty of Economics and Commerce at the Australian National University. Geoff is currently based in El Salvador, where he is coaching international executives and researching the effectiveness of executive coaching with expatriate managers.
As a practicing executive coach and a professor of leadership coaching, I am often asked, “How does one get a traditional manager to rely less on power and control and become more of a coaching leader?” This is a tough question, because it sounds like the coach is being asked to change the heart and soul of another human being. And as we all know, the only heart and soul we can really change is our own! And yet, the most powerful coaching is when real transformation occurs in our coaching clients — when they realize they have learned something powerful or new about themselves. With that transformative learning, the coaching client begins to behave and relate to the world around them in an entirely different way.
In our book, Leading from the Inside Out: a Coaching Model (Bianco, Nabors, & Roman, 2002), we define coaching leadership as “…a way of being based on the commitment to align beliefs with actions. Coaching leaders communicate powerfully, help others to create desired outcomes, and hold relationships based on honesty, acceptance and accountability.”
Is there a shortcut to stimulating this kind of learning in the leader of an organization? Over the last twenty years of working with leaders from all types of organizations, my business partners and I have observed a phenomenon discussed in any basic psychology textbook — people will repeat a behavior that gets them the outcome they desire. So, there are two relevant questions: 1) what are the outcomes the leader is striving to achieve? and 2) what behaviors are most likely to achieve those outcomes?
The outcomes that most leaders expect from employees today haven’t changed much over the last fifty years. They want their employees to be accountable for their performance. What has changed is the realization that the traditional management methods of directing, advising, coercing and controlling only work in the short-term to produce desired performance. Long-term performance accountability requires coaching behaviors: influencing, teaching, questioning and enabling.
Use Inquiry and Advocacy to Communicate Skillfully as a Leader
These coaching behaviors of influencing, teaching, questioning and enabling can be seen in the conversations a coaching leader holds with others. Coaching leaders communicate to understand, not to convince; test their assumptions; ask powerful questions; question organizational and team discrepancies between behavior and outcomes; and reach agreements that lead to higher levels of performance. These leaders communicate quite differently from traditional managers. They share their reasoning, perceptions and beliefs with openness, and change their points of view if presented with new reasoning or data. They ask their employees to back up their points of view with facts and defensible reasoning.
Let’s return to the original question. “How does one get a traditional manager to rely less on power and control and become more of a coaching leader?” As a coach, a good place to start is to focus on behaviors. Such “advocacy” and “inquiry” skills can be learned, practiced and reinforced in the coaching relationship. Following is a chart of short “recipes” that coaches can help their clients to start using in staff meetings, performance discussions, planning meetings, and countless other settings.
| Advocacy | Inquiry |
|---|---|
| I came to this conclusion because… | How did you come to that conclusion? Or Why do you say that? |
| I’m making the following assumptions when I make this statement. | What assumptions are you making when you say that? |
| The following facts lead me to believe that… | What information did you consider when you came to that conclusion? |
| I think…because…I assumed…because… | Help me to understand your reasoning/thinking here. |
| I see the situation as… | How do you see this situation? |
| Testing Your Reasoning | |
| Here’s the data I looked at. | What other data would be important to look at? |
| I infer that you mean… | Am I making an accurate inference? |
| I assumed that… because… | What other assumptions could I make? |
| I came to this conclusion because… | What conclusion would you come to? Have I missed anything? |
The Results of Skillful Communication
Coaching leaders communicate skillfully by balancing advocacy and inquiry. Results can be astounding. At the individual level, employees feel more valued and they are able to contribute their ideas more fully. At the team level, the promise of synergistic team problem-solving is more fully realized. At the organizational level, higher levels of performance are achieved in the bottom line. At the heart of the skills of advocacy and inquiry is the insistence on learning instead of judging. As leaders begin to focus on the behaviors of coaching leadership, they may begin to change their heart and soul and truly become a coaching leader.
This article first appeared in Business Coaching Worldwide (Summer Issue 2005, Volume 1, Issue 2).
Cynthia Roman, Ed.D, PCC, is an Executive Coach and Partner with Strategic Performance Group and a Professor of Leadership Coaching at The George Washington University. She also teaches Leadership at University of Maryland, University College. She is co-author of Leading From the Inside Out: A Coaching Model (2002, Sage Publications). Read more about Cynthia’s work at http://www.strategicperformance.net.
As businesses and organizations increasingly turn to coaching for performance improvement and leadership development, questions about the value of coaching naturally arise. In addition, calculating the return on investment (ROI) of coaching can seem daunting. Here are five of the most frequently asked questions that business coaches ask about measuring the ROI of coaching.
Measuring and evaluating the return on investment validates the critical role of coaching as a performance improvement solution. Expressing value in monetary terms puts business coaches on track to meet the growing demand for accountability.
This article first appeared in Business Coaching Worldwide (Summer Issue 2005, Volume 1, Issue 2).
Jack J. Phillips, Ph.D, is a world-renowned expert on measurement and evaluation, chairman of the ROI Institute, and consultant to many Fortune 500 companies. He facilitates workshops for major conference providers throughout the world. His most recent books are Proving the Value of HR (SHRM, Winter 2005) and Investing in Your Company’s Human Capital (AMACOM, Spring 2005). Find out more about Jack’s work at http://www.roiinstitute.net.
How do we Executive Coaches and Organizational Consultants help our clients create the cultural conditions for sustainable high performance? We need to look no further than the powerful process of coaching. We already know that coaching assists individuals to grow and develop. Imagine what would happen if the entire organization were able to tap the power, ideas, and wisdom of its own members…through people learning how to deliver and respond to feedback in powerful and healthy ways.
What is the vision of a “coaching culture”?
A coaching culture is present when…all members of the culture fearlessly engage in candid, respectful coaching conversations, unrestricted by reporting relationships, about how they can improve their working relationships and individual and collective work performance. All have learned to value and effectively use feedback as a powerful learning tool to produce personal and professional development, high-trust working relationships, continually-improving job performance, and ever-increasing customer satisfaction.
How do we know we have one? It looks like this…
The 7 Characteristics of a Coaching Culture
The Emerging Results
Organizations have seen the powerful impact on the effectiveness of Executives who retain external Executive or utilize internal Business Coaches. They are also beginning to connect-the-dots and extrapolate the incredible power of an organization whose capacity for growth and change is enhanced through the systematic practice of coaching.
Crane Consulting is actively engaged with several leading organizations that are focused on creating their own coaching culture. We see this work as the nexus of BOTH continuing external coaching with Executives AND showing their organizations how to coach one another. Rather than reduce or eliminate the role of Executive Coaches, this transformational organizational work actually provides Executive Coaches more to work with their executive clients on…how THEY become coaches for the teams they have the privilege of leading!
This article first appeared in Business Coaching Worldwide (Premier Issue 2005, Volume 1, Issue 1).
Thomas Crane, M.B.A., is an experienced OD consultant, coach, author, and speaker who specializes in working with leaders and their teams to build “feedback-rich coaching cultures” that create and sustain true “high-performance.” His book, The Heart of Coaching, is published by FTA Press, San Diego, CA. His next book, “Creating Coaching Cultures — The Next Wave” will be available in the fall of 2005. Read more about Tom’s work at www.craneconsulting.com.
Measuring ROI? In business coaching? Yes and yes.
Isn’t this just a fad? Isn’t this impossible? No and no.
As more and more organizations use business coaching as a human resources, performance improvement, and leadership development approach, many executives question its value, particularly as coaching expenditures grow. Whether the engagement takes place in the context of an internal department for coaching or through arrangement with a business coaching firm, coaching assignments and commitments are planned and executed with good intentions. Unfortunately, however, not all coaching engagements produce the value desired by either the individual being coached (participant) or the sponsor who often pays for it. It will be increasingly important that business coaches measure a significant return on investment (ROI) and show the value of business coaching in terms that managers and executives understand.
It’s Not a Fad . . .
Measuring ROI enjoys a history of nearly thirty years of application in a variety of human resource and performance improvement processes and across the full spectrum of industries and organizations. Thousands of trained practitioners implement an ROI process in their own settings and thousands of impact studies are generated annually worldwide. The methodology is the subject of many books in many languages.
It’s Not Impossible . . .
Successfully measuring ROI for business coaching involves much more than simply assessing results achieved. The most effective ROI processes involve four phases: planning, data collection, data analysis, and reporting.
In the planning phase the coach, the person being coached, his or her manager, and the sponsor (client organization) agree on the evaluation plans and establish a baseline for expectations.
The data collection phase occurs in two time frames. Data is collected first during the coaching experience and then at the conclusion of the engagement or at an appropriate follow up time. The data collected include satisfaction and reaction, learning, application and implementation, business impact, and ROI. See Figure 1.
| Evaluation Levels | |
| Level | Measurement Focus |
| 1. Reaction & Planned Action | Measures participant satisfaction with the coaching experience and captures planned actions |
| 2. Learning | Measures changes in knowledge, skills, and attitudes |
| 3. Application and Implementation | Measures changes in on-the-job behavior and progress with application |
| 4. Business Impact | Captures changes in business impact measures |
| 5. Return on Investment | Compares coaching engagement monetary benefits to the program costs |
The third phase in the ROI Methodology–data analysis— isolates the effects of the coaching on the business. The process includes converting data to monetary values using conservative figures (higher figures for costs, lower figures for benefits), capturing costs, calculating the return on investment, and identifying intangible measures and benefits.
Phase four–reporting–requires reaching conclusions, generating reports, and communicating the information to target groups. This new knowledge affords all involved–from the coach and the person being coached to upper level executives in the client organization–the ability to assess the value of the coaching engagement and the opportunity to make adjustments going forward.
Final Thoughts . . .
Developing the ROI in business coaching is not a fad, and it’s not impossible. Measuring ROI in business coaching is, and will increasingly become, an imperative for organizations and coaching firms pursuing the highest standards of accountability.
This article first appeared in Business Coaching Worldwide (Premier Issue 2005, Volume 1, Issue 1).
Jack J. Phillips, Ph.D, is a world-renowned expert on measurement and evaluation, chairman of the ROI Institute, and consultant to many Fortune 500 companies. He facilitates workshops for major conference providers throughout the world. His most recent books are Proving the Value of HR (SHRM, Winter 2005) and Investing in Your Company’s Human Capital (AMACOM, Spring 2005). Find out more about Jack’s work at http://www.roiinstitute.net.
