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Leadership

Coaching World
Advancing the Art, Science and Practice of Professional Coaching

February 2012

Profiles
LEADERSHIP BENEFITS

7 Principles of Di Vinci Prism 2011


Michael Gelb BC Housing
Page 2 Page 11

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Neuroscience in Coaching Prism 2011
David Rock JOEY
Page 5 Page 14

Welcome to the new Coaching World!


Coaching in Organizations
ICF is excited to bring you this first edition of the new digital Coaching World. PROFILES William Bergquist
Remember this is as much your quarterly publication as it is ours, so we want Page 17
your feedback! Going forward, we plan to continually evolve Coaching World Q&A Global Views
and we want you to help us. Please email us your thoughts and suggestions Coaches Q&A

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to icfpr@coachfederation.org. Page 7
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ICF would also like to thank the hundreds of members who took time to provide
us feedback and especially the 2011 ICF Marketing Committee who poured High Impact Coach Marketing Your Practice
over the details of the member feedback and worked tirelessly to create a David Dan Ora Schtull
Page 8 Page 19
comprehensive review of Coaching World and provided thoughtful suggestions
on how to improve the quality of our newsletter. Thank You.
Enjoy! Coaching the Global Village RESEARCH
Pat Williams

Research
Page 9
2012 ICF Global
Coaching Study
Page 21
Leadership
M. Gelb

The 7 principles of thinking like Leonardo Di Vinci


1.
Curiosit An insatiable quest for knowledge and

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continuous improvement
This is really the beginning of you working effectively as a coach and embodying
the principles of effective coaching. Its a deep curiosity of your own growth and
evolution. It is about being curious regarding your own self-awareness, and your
own mindfulness. It is recognizing your own challenges and being curious about
how you can learn and grow and overcome obstacles.

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Coaches really have to be a role model in this aspect. This is really about having
Michael Gelb is a man of many talents. He is a professional the important ability of asking questions Its probably the most important coaching
juggler, an author, a fourth degree black-belt in the Japanese skill. Asking questions with the greatest point of leverage. What is the core issue
martial art of Aikido; as well as a leading authority of genius for someone at that current time? Can you inspire their curiosita so they can rally to
thinking to personal and organizational development. A come up with some creative insight to help meet that core challenge. What is the
pioneer in the fields of creative thinking, accelerated learning, key point of leverage? What is the core issue? Then you should ask, ask how do we
get there? How do we get to the essence of finding what it is we need to discover.
and innovative leadership: his work has been largely inspired
by a relatively famous individual known for many of the same

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talents: Leonardo Di Vinci.

Considered historys greatest genius, Leonardo Di Vincis innovative


thinking and creativity continue to inspire us. From inventing the
2. Demonstrazione Learning from experience
This is all about cultivating your own independent, original thought. Its literally the
parachute before anyone could fly, to plans for submarines, flying discipline of looking at things from different perspectives, different angles. Really
machines, and the collapsible ladders we use today, his ability to think questioning what your beliefs and assumptions are.
creatively would be an invaluable resource to a coach or anyone in a
leadership position. This is especially true the more leadership position youre in. Leaders by nature
tend to consciously embrace the overwhelming amount of approval thrown at them.
Through his research, Gelb has identified seven principles of How to You start believing your own publicity. We all want confirmation about just how

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Think like Leonardo Di Vinci. These practical, everyday exercises are smart and clever we are. Demonstrazione is really a matter of self-discipline. All
something that all professional coaches can use to bring wisdom and great leaders tend to be disciplined in challenging, questioning and considering
personal growth to themselves and their practice. different perspectives.

2 Coaching World | February 2012 | www.coachfederation.org


Leadership
M. Gelb
The seven principles of thinking like Leonardo Di Vinci Michael Gelb was a keynote speaker at the 2011 ICF
Annual International Conference. Click here to visit ICFs
international conference archive where keynote session
videos and audio recordings are available.

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3. Connessione Systems thinking

Everything connects to everything else. Leonardo is considered a genius


Iron rusts from disuse; stagnant water
because he made connections that nobody else had made before. Make new
connections; see things in a new way. This is what a coach really does. Coaches loses its purity and in cold weather
help somebody see something in a new way. Help them make a connection that
they havent made before, which enlivens them, mobilizes them, and helps them becomes frozen; even so does inaction
solve their toughest challenges.
sap the vigor of the mind. Leonardo Di Vinci

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We all want to be around people who make us be our best. People who help us
Parts of us do wear out, such as our knees and hips, your brain
connect to our highest values, connect to our deeper purpose.
does not. The only question is; whats the best way to use it?
Improving your mind is a core issue that underlies everything all
coaches and leaders do. As we age, each persons mind is either
getting worse, staying the same or getting better. Gelbs new book

4.
Sensazione Sharpening the senses Brain power: improve your mind as you age is a collection of
state of the art, research validated, and practical exercises that

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Its hard to overstate how important this is for coaches. For instance, when will improve your mind as you age. These exercises can change
youre in the presence of a really great coach, they truly see whats going on. everything currently assumed about ones self concept and help
They hear your voice tone, they see your body language, they look at your facial govern your sense of the potential of your clients.
expression and they are instantly aware of any discrepancy between your body
A lot of very sophisticated coaches still grew up with this paradigm
language, voice tone, and what youre actually saying. This is a huge part of the
which stated that your mental potential is effectively done growing
art of coaching!
at a certain age, therefore your intelligence and mental ability is
fixed at a certain period. That was an accepted view of science
As a coach, this is a skill you want to be developing for the rest of your life. You
when we grew up. We now know that you can continue to develop
want to be sharpening your listening skill, your observational skill. You want to be

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and improve your brain throughout your life. Your brain can
able to read a persons queues in the moment, and then again, asking the right
improve with use. Michael Gelb
questions based on the feedback you perceive.
For more information, visit www.michaelgelb.com.

3 Coaching World | February 2012 | www.coachfederation.org


Leadership
M. Gelb
The seven principles of thinking like Leonardo Di Vinci

5. Sfumato Managing ambiguity and change

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Sfumato is the embrace of the unknown. This is where we would separate the
master coaches from the apprentices. While as a coach, its natural to want to have

ACTP
the right answer for what to do in any situation. However frequently, especially while
dealing with major challenges and big transitions; there is no clear obvious answer.
Accredited Coach Training Program
It is then your ability to be present, centered, open and patient: then being able to International Coach Federation

project this to your client that is maybe your most valuable skill. You dont the answer,
you dont know what they should do, and they dont know either. There may not even

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be enough information yet to make an intelligent decision. So how do you guide
yourself and another person to stay centered when there is no clear answer or path?

7.
This is a reality of many coaching interactions. The answer is not always apparent, Corporalit Body-mind fitness
but can you, as a coach maintain a constant, inspiring presence.
Balance of the body and mind. Your physical energy,
your physical presence, your poise, your balance;
this is all extremely important within any coaching

6. Arte/Scienza Whole-brain thinking

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context. A lot of helping people get through trying
circumstance is simply being present. Sometimes its
So while youre maintaining your center, while youre being patient, you want to not about what you say; it can be about you being
be able to use your entire brain. You are not going to be able to solve complex present with them in a way that helps them find quiet
challenges for yourself or your clients by just using half your brain. You cannot just be confidence, and use their whole brain in the midst of
this right brain, intuitive, creative, artsy type. Just as you cannot be a person who just situations that otherwise might cause them to panic.
analyzes it, does all the numbers, and takes just the quantitative perspective. Today
the world is so complex you have to be cultivating both of these modalities. This is a lifetime quest for coaches to work on the
integration of the body and mind.
This is critically important for a coach, particularly someone who coaches in business,

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as they are held to very vigorous metrics. You have to be able to use both modalities.
The integration of both logic and imagination is crucial to being successful. For more information, visit www.michaelgelb.com.

4 Coaching World | February 2012 | www.coachfederation.org


Leadership
D. Rock

Neuroscience in Coaching Seeing these real-time shifts occurring in


both coaches and their clients inspired David
David Rock has a scientific mind. He is continually
curious in how things work, and is often prone to
to further research the moment of insight and
the scientific reasoning for these shifts.

Profiles
question even the most basic of truths that people
take for granted. His unique nature of continually
taking things apart is perfectly suited for his work as
a professional coach. However, a curious observation
According to Rock, coaching sessions without insight can be a pleasant, rewarding
about the effectiveness of coaching soon became an experience for both the coach and the client. However, without having that moment
intense obsession of Davids for over ten years: why of insight, the coaching experience will not necessarily be change producing. Real
does coaching work so well? live-altering human change involved these physical, mental and biological shifts.

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14 years ago as Rock began his coaching practice it became absolutely clear to Seeing these real-time shifts occurring in both coaches and their clients inspired
him that the coaching process creates powerful change in people. But how does it Rock to further research the moment of insight and the scientific reasoning for these
work? Why specifically does coaching seem to get such extraordinary results? shifts. Eventually he found himself immersed in the field of Neuroscience.
I really wanted to unpack the process of coaching, says Rock. to really
understand coaching and be able to explain its effectiveness. In the early 2000s the field of Neuroscience was much less established than it is
today. Rocks research in this newly organized field led to a lot of meetings with
Most coaches would agree that there are several requirements or ingredients in neuroscientists and eventually a theory was brought forth about what coaches
successful coaching. Things like empathy, being solution focused, asking good should look for to increase insight.

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questions, caring about your clients, and active listening. While these are extremely
important pieces of the coaching practice, Rock had a gut feeling that those skills I discovered that nobody really knew what was at the heart of coaching and making
were not sufficient. it work. I had this theory that all coaching and leadership is about putting peoples
brain in a state where they see something they hadnt seen otherwise.
Through the coaching of his own clients and the teaching of others to become
coaches, Rock noticed that there was a biological change that happened in Working on the assumption that truly understanding how the brain functions and
successful coaching. This change was observable on camera, and in peoples interprets data would become extremely helpful in having the coaching skill to
biology. Rock refers to this tangible change as the moment of insight. increase the number of insights: a much larger issue became apparent. Rock
began to see how valuable understanding the brain would be for the coaching

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People have this kind of shift where you can see when the moment of insight profession overall.
occurred, explains Rock. And often there were lots of these moments. People
would change where it was physically observable. I came to see that this insight Understanding the brain enables coaches to work with clients on a much deeper
was the active ingredient in the heart of coaching. level, in a much faster amount of time with significantly less resistance, says Rock.
5 Coaching World | February 2012 | www.coachfederation.org
Leadership
D. Rock
Neuroscience in Coaching

If you as a coach or leader truly understand the brain, you wont get caught up in a Rock notes that because attention changes
lot of unnecessary side conversations and be able to focus in on what the client or the brain, you should be careful of focusing
team needs to do. too much on peoples emotions. This is

Profiles
a trap that coaches tend to fall into as
Todays neuroscience research shows that when you put specific words on your emotions tend to be more negative.
emotional states you then dampen down those emotional states. This is extremely
relevant since a lot of time when youre coaching people you are dealing with strong Coaches and leaders should instead focus more on where their clients or teams are
negative emotional states. Therefore the more language you have for internal states, going, not where they currently are or the feelings they have about it. Focus more
not just emotions but other internal states, the better you are able to label them, use on addressing, accepting, and helping people label their emotions, but then move
them, and be more adaptive. immediately into creating the wiring people want, not the wiring people dont have.

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In Rocks opinion, the ultimate goal of coaching is to help people become more The challenge to this is that according to neuroscience research, there is five times
adaptive. By being more adaptive, Rock means having the ability to respond in more as much real estate for negative emotions in the brain than there is positive. It can
creative ways to complex situations. It means having a wide range of responses: then become really easy for both parties in a coaching relationship to spend too
cognitive, emotional, physical, biological. much time on the negative.

Having a wide range of responses requires very flexible thinking, continued Rock admits that brain language isnt for everyone. He notes that for some coaches
Rock. Flexible thinking requires having a brain that is deeply connected, or an it works to talk about things such as intuition, spirituality, and the last thing they want
integrated brain. to do is bring science into it. However in Rocks experience it is very beneficial in

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coaching relationships with high level executives to bring a much more rigorous,
Coming back full-circle, having a brain that is integrated stems from having a evidence based frame for explaining your methodology.
significant amount of language for mental experiences. When you have a wide
range of specific language for your mental experiences, you have a lot of circuitry With respect of his knowledge of the brain, Rock believes that all learning occurs in
within your executive centers the region of your brain that controls the whole brain. stages: Impasse, insight, action, and habit. Recognize an impasse and respect it.
So put simply, the more language you have for mental experiences the more flexible Generate insight. Get from Insight to action, and then from action to habit. While this
you can be, and the more adaptive you can be. process may seem like a laborious, difficult task Rock insists there are really good,
simple brain based ways of moving from one stage to the next.
Understanding the brain gives you a wide repertoire of language, explains Rock.

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Most coaches already are using brain language and probably using it quite There is so much value in explaining the brain simply and having coaches and
successfully; possibly even unknowingly, when they talk about the amygdala hijack clients truly understand how it works. Coaching at the core is about improving
for example. But there is a much broader range of language available that can help thinking. Coaches need to know how the brain works. If you going to try to improve
you become more helpful as a leader and a coach. the performance of a car you need to know how the engine works.

6 Coaching World | February 2012 | www.coachfederation.org


Leadership
Global Views: Coaches Q&A
What do you believe to be the biggest obstacle for coaching over the next 12 months?

to make Coaching known and be Coaches inability to implement

Profiles
recognized by our potential clients coaching principles in their own lives
as a valid and reputable profession and relationships; i.e. not internalizing
1 that follows strict and highly regarded 3 coaching principles and beliefs: not
standards and a Code of Ethics. walking the talk.

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Illary Quinteros, MA, PCC Mr. Kam Gupta
Executive and Intercultural Coach Executive Coach & Mgmt Consultant
President ICF Chile President of ICF Chicago

The public perception of coaching We need to believe more in ourselves

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and the coaching profession. I regularly and our own profession, to show pride in
encounter people who dont understand what we are doing and how we are doing
2 what coaching is and how it can benefit 4 it. We also need to market ourselves with
them personally and professionally. pride and use our coaching skills when
Yvonne McLean, ACC meeting our customers.
Executive Coach
Harald Arnesen, ACC

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Co-President ICF New Zealand Northern
President of ICF Norway

7 Coaching World | February 2012 | www.coachfederation.org


Coaching Profile

Leadership
Q&A
High impact coach David Dan, PCC How long have you been a coach?

Since 2008.

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What is your greatest coaching
Coaching area of expertise: My primary focus is on achievement?
Corporate Executive Coaching, including, but not limited to: I am one of the pioneers in Chinese

David Dan Leadership coaching (Executive Leadership Coaching)

Leader as coach workshop.


coaching community. I have published
four books in China and Taiwan
(Coaching based leadership; Coaching
Name: David Dan based mentorship; Youth coaching;
Change Management Coaching.(Asia)

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Change Management & Succession).
Location: Taiwan, Taipei My passion is to transform coaching
Succession Coaching (Asia)
intelligence into a Chinese culture
Education: Bachelors in Electronic Engineering 2nd half of life Transition Coaching.(Asia) environment; I am also building coaching
groups in the Chinese community inside
Professional Background: I am a veteran executive in My clients include corporations and individuals from Facebook with great success.
the technology & service industries since 1980. I bring North America and Asia, such as Intel, TSMC, Novartis,
my passion for leadership development, global business Compal, Prudential, KPMG, TCL and AIESEC China. I
experience and deep insight to my coaching service. provide career and life transition coaching to both young Name the greatest benefit coaching

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My professional experience spans across technology, professionals and baby boomers as a social service. I was can provide?
internet, mobile communication, bio-technology and invited to be a board member of both profit and non-profit Reflection, Application, and action at the
service industries over the last three decades, namely organizations to offer coaching service to other board clients own pace.
Intel (General Manager (GM) and Chief Government members. My sphere of influence has also reached major
Relationship Officer; Taiwan, Hong Kong and China), academic institutions in USA, China and Taiwan.
Advantech (GM, North America), Pulse (VP World Wide, Why did you choose to become a
Sales and Marketing). I have been formally recognized I am the author of Coaching based leadership, Coaching coach?
by Intel and received Intels Outstanding CEO Award. based mentorship and Youth coaching books which were
My passion is helping others to grow
published in both Taiwan and China. A new book on

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and succeed, Coaching is a great tool to
Coaching Credential: I am a Hudson Institute of Santa Change Management & Succession will be released in
achieve my personal objectives. I really
Barbara and ICF certified PCC coach, MBTI/ASTD Q1, 2012 in Taiwan. Currently, I am the President of ICF
do enjoy it.
certified trainer and speaker in USA, China, and Taiwan. Taiwan chapter.

8 Coaching World | February 2012 | www.coachfederation.org


Leadership
Helping spread the
gift of coaching
Coaching the Global Village Founded in 2004, the ICF Foundation
is a stand-along, nonprofit entity which
In the world of professional coaching, From being a simple idea introduced in a thought exists to promote social good through
there is no shortage of courageous leaders, paper by Pat Williams, MCC in 2005, CGV now pro-bono coching and reresearch.
comprises a team of world-class coaches and

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inspirational stories, or great ideas. From
consultants, participating in on-going coaching Visit FoundationofICF.org to learn
the passionate hearts of dedicated coaches
initiatives in over seven countries on four continents. more about the Foundation and how
and facilitators we have seen remarkable Armed with Williams Coaching Essential Toolkit you can be involved.
coaching projects that have crossed cultural (created in Collaboration with the Center for
boundaries and touched the hearts and Creative Leadership), CGV continually partners with
minds of the future leaders of tomorrow. non-governmental agencies (NGOs) and nonprofit
social agencies to incorporate coaching skills in
order to reach their target outcomes. FoundationofICF.org
CGV believes through its coaching

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philosophy that within every individual [The purpose of GCV] is to bring the power of
lies a wealth of information, knowledge the coaching process to grassroots citizens, and
communities, that could use it for individual or
and resources that are the source for community development, explains Williams. Its
these sustainable solutions. about teaching the coaching approach to nonprofits
and staff, and more especially, to citizens who
The coaching industry is not short on receive their services.

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compassionate visionaries; there is simply a
shortage of funding. This is where Coaching the Previously GCV was either sought out for
Global Village (CGV) comes in. participation in projects, or would actively go and
search out groups where the coach approach to
Coaching the Global Village is a nonprofit leadership and community development would
organization dedicated to using coaching in order be beneficial. Now, after years of this successful
find solutions to pressing global challenges. approach and on working in projects in Cameroon,
In todays international society, new ideas and Kenya, Nepal, Costa Rica and the United States,
approaches are needed to address and create the organization is in the beginning of an exciting
transition.

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sustainable change. CGV believes through its
coaching philosophy that within every individual lies
a wealth of information, knowledge and resources Instead of being strictly a leaner, hands-on
that are the source for these sustainable solutions. organization, Williams plans on turning CGV into www.reachpersonalbranding.com

9 Coaching World | February 2012 | www.coachfederation.org


Leadership
About Pat Williams, MCC

Dr. Patrick Williams, MCC, is a founding member of


ICF and has been a pioneer in the coaching profession
for decades. He speaks worldwide on topics of living

Coaching the Global Village purposefully, coaching for global change, wellness
coaching, and the coach approach in leadership. He
has written four books and dozens of articles and been
a complete coaching services portal. [CGV] is becoming a more collaborative, interviewed on TV and radio.Pat was awarded the first Global Visionary
widespread entity, explains Williams. A portal dedicated to finding truly Fellowship by the Foundation of Coaching for his Coaching the Global

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collaborative ways to leverage the biggest possible change. Village project, a nonprofit organization to take the coach approach to
developing villages on the planet.
Williams outline for the future of the program involves CGV partnering with large
private donors and applying for government grants in order to begin the funding
of several more on-going coaching initiatives. Ideally, any qualified coach would The Coaching Essentials Toolkit
be able to come to them, explain their respective idea or passion project, and
the newly formed advisory board would review the projects Request for Proposal Think of the Coaching Essentials Toolkit as a fishing kit. While your
(RFP) and fund the desired projects. This transition turns CGV into more of a typical fishing kit contains all the tools you need to fish successfully

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supportive and financial role for coaching projects and is meant specifically to such as hooks, lines, sinkers and such. The Coaching Essentials Toolkit
address the biggest obstacle in coaching initiatives: funding. is a simple complete all-in-one coaching kit designed to be used by
anyone in the field.
Its definitely a less hands-on role for us, but one that will allow us to have a much My goal is for this to be so simple is can be taught to anyone while
greater reach. To be a greater source for good, says Williams. sitting under a tree, explains Williams. You dont need electricity, you
dont need PowerPoint.
So what else is next for Coaching the Global Village? Well that could be up to you.
While there are currently initiatives set to begin in Haiti, Uganda, and Guatemala, Created from a grant by the Harnisch Family Foundation, the Coaching

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as well as in the US and Canada under the newly structured organization, the Essentials Toolkit was created (in partnership with CCL) as a product or
received RFPs will help identify and create the new missions. This unique new tool that could be introduced and then left behind in communities with
approach is now more inclusive of the entire coaching industry, rather than limited local leaders and coaches. In keeping with the mission of the Coaching
to the exclusive programs of selective nonprofits. the Global Village, the toolkit would be used by individuals to continually
foster the necessary sustainable change in their communities.
Its very exciting, explains Williams. This is a very real way to help promote the
Participants in the toolkit receive understanding on the basic concepts
entire coaching industry. The outcomes of what the various projects could be are
of the coach approach, key coaching practices and tools, and enhanced
extremely exciting.
leadership and mentoring skills.

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If you have an idea where coaching can impact a community or organization To learn more about the Coaching Essentials Toolkit, click button below.
or would like to learn more about Coaching the Global Village, please visit
www.coachingtheglobalvillage.org. Coaching Essentials Toolkit

10 Coaching World | February 2012 | www.coachfederation.org


Leadership
< Watch BC Housing accept their 2011 Prism Award

BC Housing: Building Solid Foundations one leader at a time.

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The executives at BC Housing understand that working in public housing is more about
About BC Housing communities and individuals than it is about bricks and mortar. They understand that the
key to providing a broad range of social housing for diverse population groups requires the
BC Housing develops, manages, and administers
a wide range of subsidized housing options and ability to foster a wide range of partnerships between the private and non-profit sectors,
partners with private and non-profit housing and public institutions.
providers, other levels of government, health
authorities, and community groups to increase It should come as no surprise then that they also know how to identify and develop leadership talent, and

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affordable housing options for British Columbians rely on a coaching for performance culture to achieve effective results. BC Housing develops and manages
in greatest need. Approximately 95,000 households a wide range of subsidized housing across the large province of British Columbia, Canada. As a crown
in British Columbia benefit from government- corporation the agency partners with private and non-profit housing providers, as well as government
subsidized housing. agencies, to develop affordable housing solutions for the homeless, at-risk individuals, Aboriginal people,
low income families, seniors and women and children fleeing violence.
BC Housing also helps bring about improvements
in the quality of residential construction in B.C. and BC Housing identified coaching as a powerful strategy to help attract, develop, and retain top employees.
helps strengthen consumer protection for buyers of
They created a customized Leadership Development Program designed for everyone who manages or
new homes.
supervises at least one person. The successful program is part of the organizations all-encompassing

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People Strategy, which has also grown to include its new Coach2Coach program.
Headquarters: Burnaby, BC, Canada
Industry Sector: Housing The significant growth and development of BC Housings leadership talent, as well an impressive return on
investment of their Leadership Development Program, made them a perfect choice for the ICF International
Number of Employees: 640 Prism Award in 2011. The agency, along with Joey Restaurant Group (also of Canada), received the ICFs
Annual Operating Budget: $764 million most prestigious award at the Annual International Conference in Las Vegas last September.

Start date of coaching project: 2007


We are honored to receive this award recognizing BC Housings commitment to providing development
Status of coaching project: Active and ongoing opportunities for our employees, said BC Housing CEO Shayne Ramsay. As a public sector employer,

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creating a coaching culture has been fundamental in helping us achieve organizational goals and support
Nominating Coach: Julie Jones, PCC
our people as they carry out our social mandate. Our coaching program is designed to have long-term
impact, creating and maintaining both personal and organizational effectiveness.

11 Coaching World | February 2012 | www.coachfederation.org


Leadership
BC Housing: Building Solid Foundations one leader at a time.

Their Story Coaching makes leaders


more nimble, replied
As a public corporation, BC Housing is committed to providing cost effective
solutions in building a sustainable social housing system. With this goal in mind, BC
Patterson, when asked why
coaching was selected to be
Coaching makes
leaders more nimble...

Profiles
Housings People Strategy was created to support operational and organizational involved in the Leadership
excellence by building upon the skills and passion of the staff who work there. The Development Program.
strategy has a focused approach on leadership and professional development, as Its really an empowering
well as building relationships and fostering collaboration. It was as an evolution of experience for them.
the strategy that a leadership development program was born.
Introduced at the executive level, the initiative was launched with senior-level
In 2007, under the leadership of BC Housings Agnes Ross, Vice President of leader participation and was soon expanded to all leaders throughout the entire
Human Resources and Craig Crawford, Vice President of Development Services, organization. Leading from the top, the senior executives were enthused and

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the company partnered with MICA (now Knightsbridge) to create their Leadership extremely supportive of the initiative.
Development Program.
The program was really supported by the executive committee, said Patterson.
The program was specifically designed to develop leadership talent and create Each member of the executive committee had a coach and went through the
a coaching-for-performance culture. The ten month long program was built leadership development process. So there was an initial buy-in of the program.
on a leadership competency model and includes a 360 multi-rater leadership In order to successfully sustain the program, BC Housing had the foresight to
assessment. The organizations leadership participated in seven leadership bring a coach in-house full-time. Patterson was brought in as Senior Performance
modules, such as: Leading organizational growth, Leading high performance teams, Coaching Advisor. Her role oversees the coaching and leadership initiative and

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and Coaching for success. provides master level coaching for employees.

At the start of the program, an Individual Development Plan (IDP) was made with Dians passion for coaching and building leadership capacity is inspiring, and is
each leader and was monitored during the program with one-on-one sessions with evident in every conversation with respect to leadership development, said Julie
a professional coach. Jones, Senior Consultant and Leadership Coach at Knightsbridge. Having a
dedicated Internal Coaching resource is still an anomaly in Canada and BC Housing
Directed Potential Coaching and Training was brought in as a partner to lead and is to be commended for its vision, support and commitment to organizational and
create the coaching component of the Leadership Development Program. Dian leadership excellence.
Patterson, the principal of Directed Potential, designed the layout of the sessions,
designated the focus and direction of the coaching vision, and moved ahead with Over the past five years, BC Housing has successfully sponsored 15 sessions of the

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a pool of carefully selected professional coaches who provided expertise program across the entire organization, and has seen the graduation of 200 leaders
as performance coaches to the leaders as they completed their way through from all business units. These graduates understand the concept of leader as coach
the program. and the importance of the coaching for performance framework for BC Housing.

12 Coaching World | February 2012 | www.coachfederation.org


Leadership
BC Housing: Building Solid Foundations one leader at a time.

Leaders are taking coaching skills not only to the workplace, but theyre bringing those skills to the executive table. BC Housing
Coaching Box Score*

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In 2010, the agency decided to take their commitment to Patterson attributes most of the programs success to the Top quartile score in
coaching a step further. Reinforced by its successful ongoing warm embrace the program received from BC Housings top Employment Engagement Index
Leadership Development Program, BC Housing launched an executives, particularly Vice President of Human Resources, 15% of all positions filled
internal comprehensive coaching program for senior leaders Agnes Ross. internally
known as Coach2Coach.
For any company to do what we did, you need an executive $750,000 invested in coaching
This by-invitation program is designed to provide senior champion, says Patterson. This whole project was really
70% ROI
leaders with the opportunity to sharpen their coaching skills Agness vision from day one.

Benefits
and broaden their leadership perspectives while building a 200+ graduates of LDP &
community of practice. Coach2Coach just recently finished its Leaders are taking coaching skills not only to the workplace, Coach2Coach
first successful 12 month run, and a second year-long program but theyre bringing those skills to the executive table,
is in process. explained Ross. Theyre taking them to their peers, and theyre Winner, ICF Prism Award 2011
taking these skills to their personal lives. Its an enriching * 2009 to 2011
Through the incorporation of coaching for performance, experience. Its good for our bottom line, and for our employees
BC Housing has witnessed a significant positive change in who access the program.
its organizational culture. It has developed a community of
About Prism In 2005, the
leaders and a legacy of leadership development. BC Housing BC Housings commitment to coaching has transformed the

Marketing
global office of the ICF adopted
has calculated that based on the initial capital investment the internal culture of the company. From the ways employees
the concept of the Prism Award
agency made in their leadership development and coaching engage one another, to the ways they approach daily
developed by the Greater Toronto
programs, they have seen a 70 percent return on investment. operational issues and in the pursuit of reaching their
ICF Chapter. The prestigious
Due to the success of the in-house coaching initiative they have performance goals, coaching for performance has helped give International Prism Award
been able to scale back the amount of external training from them a healthier and more productive way of doing business. recognizes organizations that
various service providers, giving the agency significant savings. have enhanced excellence and
Organizations change one conversation at a time, says Julie business achievement through
The organization continues to show high employee engagement Jones of Knightsbridge. Coaching is an impetus for change their commitment to coaching
scores and is ranked in the in the top quartile of benchmarked that can provide individuals with a different way to interact. BC as a leadership strategy. 2012

Research
companies in North America. Housing stands out as one of the rare organizations that have Nominations will open in March.
found a way to do this by immersing and sustaining coaching Watch CoachFederation.org for
The bottom line is people love coaching says Patterson. into the way in which they lead and conduct business. more information.

13 Coaching World | February 2012 | www.coachfederation.org


Leadership
< Watch JOEY accept their 2011 Prism Award

Coaching Culture in JOEY Restaurant Group: How Cool Is That?


About:

F ood and drinks are not the only things that revenue growth, and reduced turnover. They have done
JOEY Restaurant Group

Profiles
so through booms and busts in the economy and have
JOEY Restaurant Group is now serving. While
been recognized in 2010 and 2011 as one of the Best
they are known for producing award winning cuisine Workplaces in Canada by the Great Place to Work
The JOEY Restaurant Group
provides their guests an exceptional
and cocktails inspired from around the globe, they Institute. JOEY is the only restaurant group to ever have dining experience by offering globally
are also in the business of cultivating the leaders made this exclusive list. JOEY calculates a 682 percent inspired menus and engaging in a
and entrepreneurs of tomorrow. return on investment from their coaching initiative. This fun, lively setting. In 2010 and 2011
level of success awarded JOEY Restaurant Group the ICF the company was recognized as one
International Prism Award in 2011. JOEY, along with BC of the Best Workplaces in Canada
JOEY Restaurant Group, headquartered in Vancouver,

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Housing (also of Canada) received the award at the Annual in the annual ranking produced by
British Columbia, Canada, has over the past 20 years
International Conference in Las Vegas last September. the Great Place to Work Institute in
expanded from one to 25 restaurants across Canada
partnership with the Globe and Mail.
and Washington State. Combining flavors from around
The International Prism Award is an amazing
the world, JOEY prides itself on having food that brings Headquarters:
acknowledgement said JOEY Restaurant Group Vice
people together. Vancouver, British Columbia, Canada
President of Human Resources Andrew Martin. To be
recognized by the coaching community for taking on an
A closer look at JOEY shows that its not so much a Industry Sector:
innovative approach to leadership development, causes Entertainment/Dining
formula for success theyve perfected as it is a strategic
us to take a breath and celebrate what we have

Marketing
focus on developing their employees. Like many other
accomplished to date. Number of Employees:
restaurants, JOEY hires numerous people who are just
3000
starting their careers, many of them college students. Their Story
JOEY has focused on the development of these younger Annual Revenue:
employees so they will have an abundance of talent to Joey Restaurant Group began its coaching initiative while N/A
step to the next level of leadership when needed. Guided the rest of the entertainment/dining industry were facing
with the understanding that coaching can benefit any deep recession struggles. In early 2008, JOEY identified Start date of coaching project:
organization, JOEY began its coaching initiative and has priorities in their development program; they wanted it to 2009
since experienced great success. be heavily focused on leadership development, conflict Status of coaching project:

Research
management, and personal growth. They also wanted an Active and ongoing
JOEY Restaurant Groups commitment to coaching internal program that could be sustained and replicated
has seen them experience a more than 30 percent and would be the best fit for their organization and culture. Prism Nominating Coach:
Marjorie Busse, MCC

14 Coaching World | February 2012 | www.coachfederation.org


Leadership
Coaching Culture in JOEY Restaurant Group: How Cool Is That?

People think we are here to serve food, explained the Regional Managers from across Canada and the
JOEY Vice President of Operations, Al Jessa. We Pacific Northwest of the United States.
are actually in the people development business. If
The International Prism Award is kids can come here and work while going to college The process started with a relationship awareness
an amazing acknowledgement. or sorting out their young lives and then whether they tool, the Strength Deployment Inventory (SDI ),

Profiles
choose to stay or leave, they say they started their says Busse. We feel SDI comes from a real
To be recognized by the coaching self-awareness journey and learned their coaching motivational place. Its not about behaviors; its about
community for taking on an leadership skills at JOEY, then weve succeeded. what motivates each one of us.
innovative approach to leadership
The program that JOEY envisioned was heavily The initial group then took Essential Impacts three-
development causes us to take focused on leadership development, conflict day Excelerator Coaching workshop, an ICF
a breath and celebrate what we management, and personal growth. They also felt approved coach specific training program. Since
have accomplished to date. that an internal program that could be sustained and JOEYs eventual goal was to have this entire program

Benefits
replicated would be the best fit for their organization. in-house, with their own coaches facilitating the
Andrew Martin, JOEY Restaurant Group In starting this daunting process JOEY turned to leadership development program, there was a need
Vice President of Human Resources Essential Impact Coaching for assistance. for coach accreditation.

In the spring of 2008, Andrew Martin, JOEYs Vice Since we knew that eventually they wanted to be
Past Winners In addition to JOEY President of Human Resources asked us to come instructors in the program, they had to first be an
RESTAURANT GROUP and BC Housing discuss what we had to offer the company, said accredited coach, said Busse. Thats the line that
of Canada previous winners of the Marjorie Busse, MCC, of Essential Impact Coaching. we draw. We didnt want them to be just in there one
prestigious ICF Internaitonal Prism Creating a coaching culture would fit the bill on all day teaching the program, we wanted them each to

Marketing
Award are 2010: Genentech, Inc. and the counts, at every level of leadership. be a coach.
TINE Group 2009: www.ibm.com (North
America) and Solaglas Windowcare The new coaching initiative began with strategic In order to meet this requirement, the first group
(United Kingdom) 2008: British selection of the most senior leaders in the couldnt simply take the first 24 hour three day
Broadcasting Corporation (BBC) and organization, with the idea being they could be Excelerator program, they also needed to complete
SYSCO Food Services of Canada 2007: coached and trained as Internal Coaches while Essential Impacts 36 hour Excelerator Essentials
NASA (APPEL 4-D Systems) and Deloitte
running their respective restaurant groups. 13 out of program, which would give them altogether 60
and Touche 2006: University of Texas at
the 28 most senior leaders were chosen to initially hours of coach specific training. This extraordinary
Dallas (UTD) and Verizon Business and
participate, including VP of Operations Al Jessa, commitment to coaching by JOEY meant that these

Research
in 2005: IBM and MCI. Nominations for
VP of HR Andrew Martin, and JOEY Executive Chef original 13 champions of coaching were fully on their
the 2012 award will start in March. Watch
Chris Mills. The other members of the group included way to ICF Coach Credentials.
CoachFederation.org for more details.

15 Coaching World | February 2012 | www.coachfederation.org


Leadership
Coaching Culture in JOEY Restaurant Group: How Cool Is That?

A second group, including head chefs and general managers less. The use of coaching helped them take the extraordinary
of individual restaurants, then went through the SDI and people who work there, and helped them excel not only as
Team JOEY
Coaching Box Score* Excelerator Coaching program, with the members of chefs and managers, but as leaders and individuals.
the original 12 helping to facilitate the program alongside
30% revenue growth Essential Impact. Since then, every member of the head As an employer of young college students, they typically
office staff, including the President of JOEY Restaurant have a higher than average turnover rate. The adoption of

Profiles
134% increase in Group, has taken the SDI and three-day Excelerator a coaching culture has changed that. The rate of employee
overall retention rate Coach training program. All are currently being coached, turnover has dramatically reduced from less than 100 percent
and many are now coaching others internally. (twice) retention to 66 percent a 134 percent improvement!
100% (virtually) Amazingly they also now have virtually 0 percent at the
retention at senior level
Coaching has since been integrated throughout all eight senior level.
$1 million invested in JOEY Restaurant Group regions and 25 restaurants,
coaching including the companys five different brands. The goal is to Another benefit has been the explosion of internal talent
have any employee who has been with them for at least six created and fostered from the whole coaching experience.

Benefits
682% ROI months to start the journey through the coaching program. They now have a line-up of highly qualified and skilled staff
In 2012, they expect to add 50 Internal Coaches, and have competing for the next open position and promotion.
1,000+ people coached their first Internal Coach achieve an ICF Certification at the
to date Associate Certified Coach (ACC) level. In fact, VP of Human In many companies, developing internal talent is highly
Resources Andrew Martin received his ACC credential from desired by staff but varies on how valuable it is strategically,
Winner, ICF Prism
Award 2011 the ICF in December 2011. said Busse. For JOEY having the talent to support their
extraordinary level of quality and service as they grew is
1 ICF Associate JOEY Restaurant Group is a company that measures mission critical. In their minds the growth was a product of

Marketing
Certified Coach (ACC) everything. Nothing happens unless they are 100 percent their talent. The fact that they have been able to staff the
convinced that it is making a difference. After the investment growth and continue to build a strong brand during such
* 2009 to 2011 of over a million dollars and the participation of over a 1,000 extraordinary growth is clearly attributed to coaching.
employees and counting, to simply say that their coaching
program is making a difference is a gross understatement. Aside from all the financial success that JOEY Restaurant
The level of success that JOEY has experienced from its Group has had from the creation and implementation of their
initiative has been nothing less than amazing. coaching program, one critical and foundational change has
occurred that cannot be measured. While speaking at the
By firmly supporting the program during the extremely difficult companys annual awards banquet, JOEYs Vice President

Research
economic time period, they have experienced a 30 percent of HR, Andrew Martin said, It has just occurred to me as
growth in revenue, as well as a 682% return on investment on I look around this room it is now officially not cool to be
the coaching initiative, in a time when people were spending uncoachable! That may be our greatest achievement yet!

16 Coaching World | February 2012 | www.coachfederation.org


Leadership
Coaching in Organizations:
A Status Report (Past, Present and Future)
By William Bergquist, Ph.D.
Courtesy of the Library of Professional Coaching

W e live in a world that is spinning rapidly (some would say madly and out of

Profiles
control). The organizations that seek to operate in this spinning world and
About the author: William Bergquist
the men and women who attempt to lead these 21st Century organizations are in
need of new forms of assistance. Certainly in recent years, one of the primary (and An international coach and consultant, professor in
the fields of psychology, management and public
some would say unique) forms of assistance is professional coaching. The field of
administration, author of more than 45 books, and president
professional coaching has matured during the past decade. Now seems to be an of a graduate school of psychology. Dr. Bergquist consults
appropriate time to offer a status report concerning the past, present and future of on and writes about personal, group, organizational and
this emerging human service endeavor. societal transitions and transformations. His published work

Benefits
ranges from the personal transitions of men and women in
I have framed this status report around a fictitious (actually a hybrid) case study and have their 50s and the struggles of men and women in recovering
identified numerous theorists and practitioners who have offered or potentially could offer from strokes to the experiences of freedom among the men
valuable assistance in the ongoing maturation of this endeavor. In most cases I have not offered and women of Eastern Europe following the collapse of the
specific references, for these theorists and practitioners have written many books and articles Soviet Union. In recent years, Bergquist has focused on the
on the topic being considered. When there is a specific book that is relevant to the topic being processes of organizational coaching. He is coauthor with
Agnes Mura of Coachbook, co-founder of the International
considered, I have indicated the book title. Given these initial guidelines, I wish to venture into the
Journal of Coaching in Organizations and co-founder of the
world of a client (Sam) and coach (Rachel) who are facing the extraordinary challenges of early

Marketing
International Consortium for Coaching in Organizations. His
21st Century life in an organizational setting.
graduate school (The Professional School of Psychology:
www.psychology.edu) offers Master and Doctoral
A Case Study: Setting the Stage
degrees in both clinical and organizational psychology to
Rachel has been an organizational coach for the past eight years, having served for many years mature, accomplished adults.
as Vice President of HR for a medium-sized high tech firm in the Twin Cities. She met Sam at
a Habitat for Humanities meeting several years ago. They struck up a casual friendship and
actually worked together in building a home over several weekends. During a lunch break, Sam www.libraryofprofessionalcoaching.com
informed Rachel that he was serving as Vice President for Operations (COO) at a large hospital in
Minneapolis. Rachel let Sam know that she was an organizational coach and often was working

Research
with high level leaders like Sam and had great empathy for the challenges Sam is facing having
previously served herself in a C-suite role at an organization that was admitted much smaller than
Sams hospital and in a different line of work. Rachel noted that Sams job must be particularly

17 Coaching World | February 2012 | www.coachfederation.org


Leadership
Before making a commitment to Sam, Rachel began asking some
questions regarding why he wanted a coach...

Coaching in Organizations: A Status Report (Past, Present and Future)


difficult right now, given the crises in American health care. Sam offered a sigh and Sam believed that he could obtain funds to support the coaching services and that
a quite turn of his eyes to the heavens above. Then they both went back to work on Kurt, the President of his organization, would approve of this allocation of funds. Kurt

Profiles
something they could accomplish that was quite tangible building a home for a is a strong advocate (at least on paper) for developmental services in his hospital.
deserving family in St. Paul.
Rachel and Sam established the contractual obligations and began working together
Though Rachel had not given Sam a business care, nor even attempted to solicit his for two hours once a week. They initially met at Sams office, but given the frequent
business, she received a phone call several days later from Sam. He sounded very interruptions of these coaching sessions by members of Sams staff, Rachel and
hesitant on the phone, indicating that he didnt want to intrude on Rachels life and Sam decided instead to meet in a conference room located in a building that was
noted that he had gotten her business phone number from the Habitat office only owned by the hospital, but was located several blocks away from Sams office. The
after he had lied and told them that he need to call about the coordination of work coaching sessions inevitably began with Sams sigh and eyes cast toward heaven.

Benefits
schedules for the house they were building. After exchanging some pleasantries, Then something like everything is a mess would come out of Sams mouth and the
Rachel reassured Sam that his phone call was not at all intrusive. With that work would begin.
reassurance, Sam got down to business. He indicated that he wanted to hire Rachel
as his coach and wondered if this were possible, given that they were working on There were many issues that Sam wished to confront during his coaching sessions
Habitat together. Sam indicated that if it were necessary, he would drop off the with Rachel after all everything was a mess. Many years ago, Don Schn wrote
Habitat project and begin work in several months on another Habitat project. about the messes being confronted by contemporary professionals. These messes
are multi-dimensional, requiring multi-disciplinary perspectives and multi-strategy
Before making a commitment to Sam, Rachel began asking some questions approaches to the coaching process itself. As Rachel and Sam face the initial task

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regarding why he wanted a coach, what he would hope to accomplish with the of deciding how to proceed and where to leap into the mess, they must make several
coaching session, and how the payment for coaching services was to be structured. important decisions that reveal something about the contemporary state of this field
Sam indicated that he had been talking with his wife during the past month about called professional coaching.
work-related stress and, in particular, about the contradictory demands being made
on him by the president and other vice presidents of his health care organization. Personal vs. Organizational Focus
His wife, Marnie, suggested that he consider hiring an organizational coach. Marnie
First, do Rachel and Sam focus on the mess through the lens of Sams personal
works in an organization that offers coaching services. Sam told Marnie about his
life and issues? Do they attend to his stress and his inability to craft a life where the
chance encounter with Rachel and Marnie immediately encourages Sam to give
priorities of home and work are in balance?
Rachel a call.

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To read more, click on the buttons below.
Sam further indicated that he hopes Rachel might assist him in mapping out
a strategy for building better relationships with the men and women whom he Continue Reading Download Article
supervises. While his organization has never done much with coaching services,

18 Coaching World | February 2012 | www.coachfederation.org


Leadership
Tips from Executive Coach Ora Schtull

Marketing Your Practice


CW: From your experience, what are firm of dedicated departments for different
some successful strategies coaches services, or have the marketing budget of

Profiles
can use to really begin marketing say Coca-Cola, you cant. Choose to be
themselves and their practice? selectively famous for one thing. Its going
to be a lot easier on you, and youll be a lot
Ora: First things first, you need to decide more successful.
what it is your marketing. As simple as
that sounds, it can be confusing for a lot It is also really counter intuitive. New
of people. Also I suggest you make it a coaches think I need work, so let me
singular thing and not a whole long laundry say I do everything and then get a lot of

Benefits
list of services. work and support myself. So it is counter
intuitive. Im saying the opposite. That is
To figure out what that one thing is, ask way too hard. You dont have the budget or
yourself what do I love to do? What am I the time if youre a solo entrepreneur. You
great at? And then choose one thing. really have to sell one thing first.

Ora Schtull, Executive Coach It is much easier to market one thing than CW: As an Executive Coach to
an entire product line when youre a small professionals in New Yorks leading

Marketing
business. And then if you stick to one companies, youve developed a
Marketing yourself can be a real challenge. With all the thing, people will think of you when they successful unique coaching model
need that one thing. focused on what you call Leadership
chaos involved in running your own coaching practice or
Presence. Please tell us exactly what
professional business, it is hard to invest the amount of time CW: What major challenges do coaches Leadership Presence is?
necessary to properly advertise your coaching services. typically face when trying to market
their practice and sell their coaching Ora: Ive been coaching senior executives
Last month, Coaching World spoke with New York City Executive services? How do they address those? for over 15 years. During my practice I
Coach Ora Schtull and asked her to share with us some tips that all began to see which behaviors correlated
coaches can use to start marketing their services more effectively.

Research
Ora: Well again its where coaches try to with executive success. Based what I
sell too many things. How can you possibly witnessed, I developed a proprietary
be all things to all people? Unless youre a methodology that I call Leadership

19 Coaching World | February 2012 | www.coachfederation.org


Leadership
Marketing Your Practice: Tips from Executive Coach Ora Schtull

Presence. I define Leadership Presence as your ability Ora: Lets start by saying that every professional Power Up Your Leadership Presence:
to engage, connect and influence in the workplace. already has a personal brand, its much like a
reputation it already precedes us. Now having said
Engage. Connect. Influence.
Engage that, some people have stronger brands than others
and it is the ones that have the strongest, most Ora: Yes, I advise people to use social media for
By engaging, I mean your executive presence. It two things, and I call those two things Access and

Profiles
differentiated, most unique brands who are the
has to do with communicating with impact and most successful. Awareness, the two As.
listening to learn.
So look at Oprah, thats definitely a strong brand! Access
Connect In our own field we have Marshall Goldsmith, again
It used to be that there were six degrees of
Connect is all about relationships. Particularly its another strong brand. Im striving to be a strong brand
separation between any two people. Recent research
about building powerful relationships inside and in New York City as the leading coach in the field of
shows there is now only 4.74 degrees of separation,
outside of your company. It is about empowering Leadership Presence.
and we attribute a lot this shrink to social media. You

Benefits
the individuals on your team and optimizing that can now find anyone and begin to connect with them
teams performance. So a personal brand is something you have. It has to
through social media; it is so easy these days. So
be unique, it has to be different, but f course it also
thats what I mean by access, the world is out there
has to be relevant to your given audience.
Influence for you and people respond to it. So use social media
for access.
This one is particularly interesting to my senior level CW: What are low cost options for coaches
clients that I work with. By influence I mean being looking to market their practices on a budget?
The second A is Awareness.
able to champion your ideas all the way to the top. It
is having a very unique and differentiated personal Ora: The first one is to participate in social media People now post everything that is going on in their

Marketing
brand within the workplace. It also has to do with your conversations because it is free. The second tip is to lives, and everything that is going on in their field. So
successful ability to make transitions. Companies go where your market goes. Those would be typically by just staying connected with social media you can
today are in a state of change right now, there is a lot industry events that are low cost or conferences that get so much awareness that will allow you to connect
of chaos. There also is a lot of changes both internally arent tremendously expensive. This is where your more actively with people. I mean suddenly you know
and in terms of personal positions and the world market goes, so go to where your market goes. much more about people, such as their kids little
around executives, and you have to be able to make league game or their morning workouts. You can also
transitions successfully. So while there is some cost involved, they are still connect with companies in the professional arenas.
relatively low for meeting the right people, and having By following them online, and connecting with them
CW: Part of your Leadership Presence coaching a place where you get educated in a targeted way. through social media, you are more educated.

Research
model is about establishing your own personal
brand. Can you explain to us the importance of CW: Speaking of social media what tips you can For more about Ora or to learn about her Leadership
really marketing yourself as a coach? give coaches regarding social media marketing? Presence Coaching Model, visit www.oracoaching.com

20 Coaching World | February 2012 | www.coachfederation.org


ICF Global 2012

Leadership
Executive Summary Now Available
Connect. Learn. Inspire.

2012 ICF Global Coaching Study


WATCH: Five Things To Love About London

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October 3-6, 2012

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Novotel West London
October 3-6
London, United Kingdom
Novotel West London
London, United Kingdom
Start
Startmaking
making plans nowtoto
plans now join
join coaches
coaches from
from around
around the world
the world for ICFfor ICF2012
Global Global 2012
at the

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Novotel West Hotel in London!
at the Novotel West Hotel in London!
The 2012 ICF Global Coaching Study was commissioned in 2011 by the International Coach
Federation (ICF) and undertaken by PricewaterhouseCoopers. VisitCoachfederation.org/London2012
Coachfederation.org/London2012 to to
Visit
review event details as they are confirmed,
In late 2006, the ICF commissioned its first ever global industry study to provide a baseline picture of the review event
including details
hotel, as they
education, and are confirmed,
networking
profession; to identify what coaches saw as the major challenges; and to estimate the size of the profession. including hotel, education, and networking
information. Registration details are expected
When the benchmark Final Report was ultimately released, the 2007 ICF Global Coaching Study included information.
to be postedRegistration
by May 2012. details are expect-
responses from 5,415 coaches living in 73 different countries among them, more than 1,500 non-ICF ed to be posted by May 2012.
member coaches.

Research
Register early to confirm your seat
Since then, the landscape of professional coaching has evolved in terms of the number of coaches worldwide,
at this international
Register gathering!
early to confirm your seat
global revenue, and perhaps even the demographic profile of the coach.
at this international gathering!

21 Coaching World | February 2012 | www.coachfederation.org


Coachfederation.org/ICFGlobal2012
Coachfederation.org/ICFGlobal2012
Leadership
Executive Summary Now Available

Following a sharp slowdown in 2008, global output fell in 2009 and subsequent The global average annual revenue that is generated by professionals
economic recovery has been tentative. Nonetheless, the coaching profession providing coaching services is approximately $47,900 (USD).
appears to have continued its expansion. To serve as a reference, the ICF

Profiles
membership numbers grew from around 11,000 in 2006 to almost 19,000 by the Looking ahead, the coaches who responded to the 2012 ICF Global Coaching
end of 2011. Study view their prospects over the next 12 months in a positive light and are
looking confidently to the future. Industry changes expected in the coming
Against that backdrop, the 2012 ICF Global Coaching Study was designed to year include:
be one of the most ambitious pieces of industry research ever conducted on
the field of professional coaching. A primary goal was to engage with as many More than three in four coaches expect their number of coaching clients to
coaches as possible on a worldwide basis, thus providing an up-to-date picture increase;
of the profession to help meet the challenges ahead.

Benefits
76 percent of coaches anticipate an increase in annual revenue/income from
The survey was launched online in June 2011, with all ICF member coaches sent coaching;
a personalized invitation and survey link. Strategies were adopted to facilitate
and encourage the widest possible participation by ICF and non-ICF coaches. Over six in 10 (62 percent) expect their number of coaching sessions to rise.

Efforts to maximize participation in the 2012 ICF Global Coaching Study proved Every coach who responded to the survey was also asked to glimpse towards
very successful. The survey is large in scale, providing a wealth of detailed the future and identify the biggest challenges for coaching. Key issues facing the
information on the coaching profession. industry include:

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Over 12,000 coaches representing 117 countries throughout Africa, Asia, Tackling obstacles such as untrained individuals who call themselves coaches;
Australia, Europe, North America and South America participated in the 2012
ICF Global Coaching Study. Key statistics from the 2012 ICF Global Coaching Availing of opportunities to increase awareness of coaching benefits; and
Study include:
Answering the question of whether coaching should be regulated.
There are currently an estimated 47,500 professional coaches worldwide, with
areas of increasing maturity, rapid expansion and growth potential; Now that this information is being released, what are coaches supposed to do
with it? What do the results of the 2012 ICF Global Coaching Study actually
The estimated 2011 global revenue from coaching is nearly $2 billion ($1.9 mean to seasoned coaches and beginning coaches alike? What could these

Research
million USD); and results mean to clients or purchasers of coaching?

22 Coaching World | February 2012 | www.coachfederation.org


Health professionals:

Leadership
Extend your skills as an
Executive Summary Now Available
Integrative
Watch Meryl Moritz, MCC, 2012 Vice President global ICF Board The Final Report
Health Coach
of Directors, talk about how both new coaches and experienced
The Final Report of the 2012 The need for health coaches is growing. To answer
coaches can use the findings from the 2012 ICF Global
ICF Global Coaching Study will this need, Duke Integrative Medicine has developed

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Coaching Study. be made available by ICF and a health coach training program based on clinical
PricewaterhouseCoopers in the experience and research.
coming weeks. Topics included in Our Integrative Health Coach Professional
the Final Report include: Training Program allows you to:

Coaching Profession: Size Develop effective health coaching skills


and Key Trends Gain an understanding of the integrative
health care model
Profile of Coaches Incorporate your own health goals for

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a rsthand experience of health
Training and Accreditation behavior change

Profile of Clients Participants must have a minimum of a bachelors


degree. Some exceptions will be made for those
Interaction between Coach with three to five years of experience in a medical
and Client or allied health field. For a curriculum overview,
Meryl Moritz, MCC, 2012 Vice President global ICF Board of Directors
training competencies, training schedule, and
Key Issues and Future Trends application, please visit our Web site. Enrollment

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is limited; early application and registration are
The Executive Summary presents the main findings from the Technical Appendix
encouraged.
2012 ICF Global Coaching Study. More detailed analysis and
TO LEARN MORE
statistics can be obtained from the Final Report, which will be
made available in the coming weeks. 866-313-0959 TOLL-FREE
919-660-6826 LOCAL
Download your copy of the 2012 ICF Global Coaching Study DukeIMPrograms@duke.edu
Executive Summary. Click on the download button below. dukeintegrativehealthcoach.org

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DOWNLOAD

23 Coaching World | February 2012 | www.coachfederation.org Now accepting applications


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