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columns
contents MAGAZINE FALL 2003 PREMIER ISSUE
7 choice thoughts Letter from the Editors 34 corporate leadership

Rich Fettke on Purpose Andrea Bauer talks with
8 contributors Rich Fettke about living the purposeful life.
10 perspective 36 complementary
Dispelling the Myth of the Balanced Life Authenticity Children live in authenticity.
Instead of juggling your way to balance, Debbie Ford Carol Adrienne, Ph.D. looks at what changes
invites you to follow your passion. when we become adults.
The Power of NLP Coaching The merit of NLP in

12 entrepreneur coach coaching, says Ian McDermott, is that it is very
Marketing Your Practice: Sell the Sizzle,
solution focused!
Not the Steak! C.J. Hayden serves up a sizzling
approach to entrepreneurial success.
40 therapy alliance
Six Tips for New Coaches Dorcas Kelley takes the Beyond the 12th step: Life Coaching after
worry out of starting up your practice with her six Addiction Counseling Dr. Patrick Williams talks
things to focus on in year one. about the importance of breaching the gap between
addiction and recovery.
Choosing Your Dream Team Finding the right people
through trusted referrals is key in building a team
that delivers, Ileana Rontea insists.
43 get to know
Being, Doing, Using – A Way to Understanding Coaching
Neil Stroul, Ph.D. and Chris Wahl, M.A. outline why “who
17 sticky situations A guest panel of senior
you be” is more important than “what you do.” And what’s
coaches lends their expertise to finding new ways of
“using” got to do with it?
handling old issues.
20 exec direct 46 soul of coaching

Coaching, the Sacred Journey For Leza Danly,
Coaching and the Corporate Client Here’s how
finding the place of “realness” is the coach’s
Patricia Overland and Linda Miller help corporations
responsibility to the client.
improve the bottom line and keep top talent.
22 coaching tools Marcy Nelson-Garrison

47 sharpening our edge Bits and bytes
about what’s going on in the coaching community.
finds innovative ways to enliven and refresh your
coaching practice.
48 resource directory
30 welcome letters 49 impact
Judith F. Feld, President of the International Coach
Relationship Coaching: The New Frontier
Federation, welcomes choice, the magazine of
The principles and skills of relationship coaching have
professional coaching.
a wide applicability, says Marita Fridjhon.
A note of welcome from Cassandra L. Gierden, President
Business Coaching, Life Coaching
of the International Coach Federation, GTA Chapter
… What’s the Difference? Wendy Johnson shows
that it’s all about meeting different needs.
31 icf corner
Committing to an Ethical Framework: A Powerful Choice
Dolly M. Garlo and David Matthew Prior look at the balance
between putting clients’ interests first and making money.
FALL 2003 PREMIER ISSUE 3

features
FOUNDERS
Melanie DewBerry-Jones
Maureen A. Ford
Garry T. Schleifer
BUSINESS COACHING ...
E D I TO R I N C H I E F
Maureen A. Ford
25 coaching: E D I TO R AT L A R G E
An Essential
an empowering choice
What is coaching? Phil Sandahl defines
M A N A G I N G E D I TO R
Marguerite Martindale Business Service
it as unleashing potential and more. E D I TO R I A L C O N S U LTA N T
Denise Barnard
A D V E R T I S I N G D I R E C TO R
27 coaching: Garry T. Schleifer
WEB DESIGN/DEVELOPMENT
Creative-Visioning.com
JOIN the only International
a two-way street to growth Wilma Kampers
Laura Berman Fortgang on coaching. It relies
COVER IMAGE SOURCING Professional Association dedicated
on mutual respect and unconditional support. Comma8Comma1.com
Nelson Moutinho
exclusively to business coaching.
ART DIRECTION AND DESIGN
28 why Imagine That! Communications Corp.

www.imaginethat.on.ca
life coaching? PUBLISHER

Garry T. Schleifer Worldwide Association of Business Coaches
Life coaching, Will Craig believes, is about
E D I TO R I A L B O A R D
taking action and making things happen. Carol Adrienne
Teri-E Belf
provides networking, advocacy, business
Laura Berman Fortgang
Jim Bird
Rich Fettke
development, credibility and personalized
Debbie Ford
C.J. Hayden
Dorcas Kelly
service for the serious business coach!
Pamela Richarde
Phil Sandahl
Iyanla Vanzant
Laura Whitworth
choice, the magazine of professional coaching

(ISSN 1708-6116) is published quarterly by MG
Publishing, 453 Wellesley Street East, Suite 300,
Toronto, ON, Canada, M4X 1H8. Telephone:
(416) 925-6643; Fax: (416) 935-3026
The views contained in this magazine are not
necessarily those of MG Publishing.
Contents © 2003. All rights reserved.
To Join, go online to:
w w w . w a b c c o a c h e s . c o m
Reproduction in whole or in part without written
permission is prohibited.
For subscription queries,

log on to www.choice-online.com.
Printed in Canada
4 FALL 2003 PREMIER ISSUE

features
FOUNDERS
Maureen A. Ford
Garry T. Schleifer
BUSINESS COACHING ...
E D I TO R I N C H I E F
Maureen A. Ford
25 coaching: E D I TO R AT L A R G E
An Essential
an empowering choice
What is coaching? Phil Sandahl defines
M A N A G I N G E D I TO R
Marguerite Martindale Business Service
it as unleashing potential and more. E D I TO R I A L C O N S U LTA N T
Denise Barnard
A D V E R T I S I N G D I R E C TO R
27 coaching: Garry T. Schleifer
WEB DESIGN/DEVELOPMENT
Creative-Visioning.com
JOIN the only International
a two-way street to growth Wilma Kampers
Laura Berman Fortgang on coaching. It relies
COVER IMAGE SOURCING Professional Association dedicated
on mutual respect and unconditional support. Comma8Comma1.com
Nelson Moutinho
exclusively to business coaching.
ART DIRECTION AND DESIGN
28 why Imagine That! Communications Corp.

www.imaginethat.on.ca
life coaching? PUBLISHER

Garry T. Schleifer Worldwide Association of Business Coaches
Life coaching, Will Craig believes, is about
E D I TO R I A L B O A R D
taking action and making things happen. Carol Adrienne
Teri-E Belf
provides networking, advocacy, business
Laura Berman Fortgang
Jim Bird
Rich Fettke
development, credibility and personalized
Debbie Ford
C.J. Hayden
Dorcas Kelly
service for the serious business coach!
Pamela Richarde
Phil Sandahl
Iyanla Vanzant
Laura Whitworth
choice, the magazine of professional coaching

(ISSN 1708-6116) is published quarterly by MG
Publishing, 453 Wellesley Street East, Suite 300,
Toronto, ON, Canada, M4X 1H8. Telephone:
(416) 925-6643; Fax: (416) 935-3026
The views contained in this magazine are not
necessarily those of MG Publishing.
Contents © 2003. All rights reserved.
To Join, go online to:
w w w . w a b c c o a c h e s . c o m
Reproduction in whole or in part without written
permission is prohibited.
For subscription queries,

log on to www.choice-online.com.
Printed in Canada

choice thoughts
www.coachingtoys.com
Share • Letter from the Editors Dear choice reader:
your T
hank you for supporting this endeavor to give our pro-
fession a voice of its own. We’re still reeling from the
deluge of positive feedback we have received.
story
In the summer of 2002, we separately began to dream about starting a coaching magazine. As we
ventured out to make our dream a reality, talented coach — Garry Schleifer — who also wanted
the same thing, stepped forward; choice was born! Truly, there are no coincidences!
Q? Basics
Fun, colorful flash card style learning -
A constant theme threaded through the articles is the realization that we have reached a watershed
ideas
essential open-ended questions for the
coaches tool box. in our profession — coaching has come of age! Our fervent hope is to provide a platform that
ensures the evolution of coaching by bringing coaches together as a community to harness our
Cool Products Page - Toys & Tools
collective creativity. Our immediate objective is to legitimize and galvanize the coaching profes-
sion by defining it in its own voice and to provide insights, cutting-edge technologies and diversity.
Boundless Renewal
Original photographic art, wisdom & the
power of reflection blended for an extra-
ordinary learning experience.
with us! Our heartfelt thanks to our editorial board — Carol Adrienne, Teri-E Belf, Laura Berman Fortgang,
Jim Bird, Rich Fettke, Debbie Ford, C.J. Hayden, Dorcas Kelly, Pamela Richarde, Phil Sandahl,
Iyanla Vanzant and Laura Whitworth — who has been a major source of support in the develop-
ment of choice. They have given unselfishly of their time, advice and love.
Thanks go also to the governing organization of the coaching profession, the International Coach
Cool Products Page - Tapes, CD’s At choice, we are dedicated to serving your needs,
and we very much want you, our reader, to be involved in Federation, which proved to be a beacon of inspiration from the beginning. Our deepest gratitude
go to Julie Ristau, publisher, and Jon Spayde, senior editor, of Utne magazine, for their unwaver-
every step of our growth –– yours and ours. We’d like our
ing love and support during the start-up phase of choice. Thank you!
magazine to reflect you, your experiences and ideas. The
following departments are not included in this issue In this, our premier issue, we deal with the question, “What is coaching?” The answers are as var-
Enrichuals Cards because they require you –– the reader’s input. ied as they are many. We touch on other topics such as “authenticity,” “ethics” and “balance.”
Delightful, fun & Affirming! We’ve even included a section on “coaching tools” to help enliven your practice. And how do you
Guaranteed to invite possibility
and spark creative living.
To send your ideas and suggestions to editor@choice- put “the sizzle” in your marketing? Read on to find out.
online.com for the following columns, please include your
Cool Products Page - Toys & Tools We have poured our hearts and souls into developing a magazine that you can take to the office,
name and email address. We reserve the right to edit corre-
spondence for clarity, suitability and space. curl up with in bed and use as a resource and tool for your coaching needs. Let us know what you
think. In the meantime … enjoy!
connection: This column profiles readers who With love and deep gratitude,
Just Be . . . pendants
Powerful & beautiful reminders to slow are using coaching in their lives and businesses.
down, be fully present and connect to
the essence of your being. profile: In this column, leaders, corporate or
Cool Products Page - Gifts & Structures otherwise, who are using cutting-edge coaching
technologies, are highlighted.
Come Frolic on the Creative Frontier
choice forum: This is our version of “Letters
The BEST site on the web to the Editor.” Tell us what you think, what
for creativity, play and spirit you want and what we’ve missed.
in personal growth and pro-
fessional development.
For guidelines on submitting an article, visit us at:

www.coachingtoys.com www.choice-online.com Maureen A. Ford, EDITOR IN CHIEF Melanie DewBerry-Jones, EDITOR AT LARGE
Products, Resources, Ar ticles, Teleclasses & More

choice thoughts
Share • Letter from the Editors Dear choice reader:
your T
hank you for supporting this endeavor to give our pro-
fession a voice of its own. We’re still reeling from the
deluge of positive feedback we have received.
story
In the summer of 2002, we separately began to dream about starting a coaching magazine. As we
ventured out to make our dream a reality, talented coach — Garry Schleifer — who also wanted
the same thing, stepped forward; choice was born! Truly, there are no coincidences!
Q? Basics
Fun, colorful flash card style learning -
A constant theme threaded through the articles is the realization that we have reached a watershed
ideas
essential open-ended questions for the
coaches tool box. in our profession — coaching has come of age! Our fervent hope is to provide a platform that
ensures the evolution of coaching by bringing coaches together as a community to harness our
Cool Products Page - Toys & Tools
collective creativity. Our immediate objective is to legitimize and galvanize the coaching profes-
sion by defining it in its own voice and to provide insights, cutting-edge technologies and diversity.
Boundless Renewal
Original photographic art, wisdom & the
power of reflection blended for an extra-
ordinary learning experience.
with us! Our heartfelt thanks to our editorial board — Carol Adrienne, Teri-E Belf, Laura Berman Fortgang,
Jim Bird, Rich Fettke, Debbie Ford, C.J. Hayden, Dorcas Kelly, Pamela Richarde, Phil Sandahl,
Iyanla Vanzant and Laura Whitworth — who has been a major source of support in the develop-
ment of choice. They have given unselfishly of their time, advice and love.
Thanks go also to the governing organization of the coaching profession, the International Coach
Cool Products Page - Tapes, CD’s At choice, we are dedicated to serving your needs,
and we very much want you, our reader, to be involved in Federation, which proved to be a beacon of inspiration from the beginning. Our deepest gratitude
go to Julie Ristau, publisher, and Jon Spayde, senior editor, of Utne magazine, for their unwaver-
every step of our growth –– yours and ours. We’d like our
ing love and support during the start-up phase of choice. Thank you!
magazine to reflect you, your experiences and ideas. The
following departments are not included in this issue In this, our premier issue, we deal with the question, “What is coaching?” The answers are as var-
Enrichuals Cards because they require you –– the reader’s input. ied as they are many. We touch on other topics such as “authenticity,” “ethics” and “balance.”
Delightful, fun & Affirming! We’ve even included a section on “coaching tools” to help enliven your practice. And how do you
Guaranteed to invite possibility
and spark creative living.
To send your ideas and suggestions to editor@choice- put “the sizzle” in your marketing? Read on to find out.
online.com for the following columns, please include your
Cool Products Page - Toys & Tools We have poured our hearts and souls into developing a magazine that you can take to the office,
name and email address. We reserve the right to edit corre-
spondence for clarity, suitability and space. curl up with in bed and use as a resource and tool for your coaching needs. Let us know what you
think. In the meantime … enjoy!
connection: This column profiles readers who With love and deep gratitude,
Just Be . . . pendants
Powerful & beautiful reminders to slow are using coaching in their lives and businesses.
down, be fully present and connect to
the essence of your being. profile: In this column, leaders, corporate or
Cool Products Page - Gifts & Structures otherwise, who are using cutting-edge coaching
technologies, are highlighted.
Come Frolic on the Creative Frontier
choice forum: This is our version of “Letters
The BEST site on the web to the Editor.” Tell us what you think, what
for creativity, play and spirit you want and what we’ve missed.
in personal growth and pro-
fessional development.
For guidelines on submitting an article, visit us at:

www.coachingtoys.com www.choice-online.com Maureen A. Ford, EDITOR IN CHIEF Melanie DewBerry-Jones, EDITOR AT LARGE
Products, Resources, Ar ticles, Teleclasses & More

contributors contributors
In “Authenticity” (page 36), Carol Adrienne, Ph.D. and counselor, “Dispelling the Myth of the Balanced Life” (page 10) is an invitation from self-regulated.” Dolly is President of Thrive!! Inc., a business develop- on the corporate bottom line. In their experience, “Clients find ways to
examines what it means to be authentic and Debbie Ford to follow your heart’s desire — ment, marketing and executive coaching and consulting company. reinvent themselves, stay on with companies and contribute in new and
why it has become so important of late. She is your passion! Debbie is a #1 New York Times David is President of Getacoach.com LLC, a coaching company that innovative ways.” Patricia is a principal in The Overland Group and is a
an internationally known workshop facilitator best-selling author of four books, including The focuses on creativity and success in business using instinct, impulse and senior coach for The Ken Blanchard Companies. Linda is director of
and author whose books have been translated Right Questions (HarperCollins). She is the intuition. Currently, they both serve as co-chairs of the International Coaching Services for The Ken Blanchard Companies.
into over 15 languages. Her latest book, now founder of the Institute for Integrative Coaching Coach Federation’s Ethics and Standards Committee.
available in paperback, is When Life that trains committed individuals to facilitate a
Ileana Rontea cautions, “Do your home-
Changes, or You Wish It Would unique and powerful form of coaching.
C.J. Hayden, MCC, delivers a smorgasbord of common sense served work,” in her article “Choosing Your Dream
(HarperCollins).
up with dollops of pragmatism in her article Team” (page 14). She is chief creative officer of
For Laura Berman Fortgang, MCC, coaching is about “pushing “Marketing Your Practice: Sell the Sizzle, Not Mind Ignition Associates. Her Toronto-based
Andrea Bauer, CPCC, demonstrates her the envelope.” In “Coaching: A Two-Way Street to Growth” (page 27), the Steak!” (page 12). She is the author of Get company specializes in working with life
passion for helping people get and stay on she encourages both coach and client to stretch Clients NOW!, Get Hired NOW! (AMACOM), coaches and holistic practitioners, helping
purpose in her interview with “Rich Fettke on outside of their comfort zones and experience and The One-Person Marketing Plan Workbook. them become more successful in their busi-
Purpose” (page 34). She is the creator of Soul the tremendous sense of satisfaction there is in Since 1992, she has been coaching people to nesses through the creation of dynamic and
Surveys, an innovative collection of interviews being able to make a difference. Laura is the make a better living doing what they love. powerful marketing materials.
conducted with people around the globe on a founder and owner of InterCoach, Inc., a
variety of topics. coaching company providing personal and
In “Business Coaching, Life Coaching Phil Sandahl, CPCC, states in “Coaching:
executive coaching. She is also the author of
…What’s the Difference?” (page 50), Wendy An Empowering Choice” (page 25) that “both
the best-selling books, Take Yourself to the
Craig Carr, CPCC, PCC, along with Laura Berman Fortgang and Johnson, MA, CEC, CMC, draws a fine distinc- client and coach are equal in power and
Top and Living Your Best Life (Tarcher/Penguin).
Carol Adrienne, is part of the panel of coaches tion between these two areas by adding needs authority to create a new form of open,
in “Sticky Situations” (page 17) that gives us and accountability to the mix. Wendy is engaged, truth telling that is empowering and
a window into critical moments when coaches “The time has come to President and CEO of the Worldwide Association authentic.” Phil is an international coach and coaching trainer with
feel stuck or need advice from senior coaches. apply systems thinking of Business Coaches. The Coaches Training Institute. He is also co-author of Co-Active
He is a senior faculty member with the Coaches to coaching, whether the Coaching (Davies-Black Publishing).
Training Institute. His coaching focus includes recipient be individuals
Dorcas Kelley, CPCC, CMC, ACC, outlines
life transitions to second adulthood and busi- or groups,” say
“Six Tips for New Coaches” (page 12) that take In “Being, Doing, Using
ness start-ups. He is the co-creator of “Danger, Marita Fridjhon,
the guesswork out of setting up a new practice. – A Way to Understanding
Sex and Magic: Coaching the Forbidden and Taboo,” an advanced MSW, CPCC, PCC, and
She is passionately committed to the success of Coaching” (page 43),
training seminar for coaches. Faith Fuller, Ph.D,
your life and your business. Dorcas is the authors Neil Stroul,
CPCC, in “Relationship Coaching: The New Frontier” (page 49). Marita
author of The Business of Coaching. Ph.D. and Chris Wahl,
is a founding partner of The Center for Right Relationship and the co-
According to Will Craig, in his article “Why M.A. describe coaching
creator, with Faith, of the graduate training program in Co-Active
Life Coaching?” (page 28), there is a connection as a craft, involving both
Relationship Coaching offered by The Coaches Training Institute. Ian McDermott is convinced that “The
between the breakdown of the extended family discipline and art. Neil is a senior faculty member at Georgetown
Power of NLP Coaching” (page 38) offers any-
and the rise to prominence of coaching. University while Chris is the director of the Leadership Coaching Program.
one in the coaching field “an enormous variety
President of the Coach Training Alliance, he is Marcy Nelson-Garrison, MA, CPCC, is She and Neil Stroul are working on Present Perfect, Future Perfect,
of tools, techniques and interventions but, above
author of the “Fill Your Coaching Practice” president of Coaching Toys Inc. She is committed a book about their experiences coaching leaders.
all, a very rigorously tested, solution-focused
software program and co-author of the popular to the power and delight of creative approaches to
way of thinking that will increase any coach’s
“Coach Training Accelerator.” personal and professional development (page 22).
effectiveness.” He is director of training for Patrick Williams, Ed.D, MCC, in “Beyond
International Teaching Seminars, Europe’s leading NLP Coaching train- the 12th Step: Life Coaching after Addiction
Leza Danly, CPCC, MCC, in “Coaching, the Sacred Journey” (page Dolly Garlo, RN, ing organization. He is also co-author of 10 books on NLP and coaching, Counseling” (page 40), makes the distinction
46), goes straight to the heart of the matter JD, PCC, and David including NLP Coach and the forthcoming Your Inner Coach. between therapist and coach: The therapist is
when she says, “the coach is the one who Matthew Prior, the expert; the coach is your partner. After
helps the client see the difference between MCC, MBA, in their arti- spending 16 years as a clinical psychologist,
In “Coaching and
what is real and what is illusion.” Founder of cle, “Committing to an he is now a Master Certified Coach. Patrick is
the Corporate Client”
Lucid Living, a spiritually based coach train- Ethical Framework: A co-author, with Deborah C. Davis, of
(page 20), Patricia
ing company, she has also developed an Powerful Choice,”© Therapist as Life Coach: Transforming Your Practice (W.W.
Overland and Linda
advanced curriculum to help coaches find the (page 31) take a long, Norton & Company). A member of the board of directors of the
Miller, MCC, discuss
“More Real” in themselves and their clients. hard look at ethics in the coaching community. They affirm that “ethics International Coach Federation, he speaks worldwide on coaching
the effects of coaching
is a choice to conduct oneself in keeping with a set of core values, to be and purposeful living. •
8 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 9
contributors contributors
In “Authenticity” (page 36), Carol Adrienne, Ph.D. and counselor, “Dispelling the Myth of the Balanced Life” (page 10) is an invitation from self-regulated.” Dolly is President of Thrive!! Inc., a business develop- on the corporate bottom line. In their experience, “Clients find ways to
examines what it means to be authentic and Debbie Ford to follow your heart’s desire — ment, marketing and executive coaching and consulting company. reinvent themselves, stay on with companies and contribute in new and
why it has become so important of late. She is your passion! Debbie is a #1 New York Times David is President of Getacoach.com LLC, a coaching company that innovative ways.” Patricia is a principal in The Overland Group and is a
an internationally known workshop facilitator best-selling author of four books, including The focuses on creativity and success in business using instinct, impulse and senior coach for The Ken Blanchard Companies. Linda is director of
and author whose books have been translated Right Questions (HarperCollins). She is the intuition. Currently, they both serve as co-chairs of the International Coaching Services for The Ken Blanchard Companies.
into over 15 languages. Her latest book, now founder of the Institute for Integrative Coaching Coach Federation’s Ethics and Standards Committee.
available in paperback, is When Life that trains committed individuals to facilitate a
Ileana Rontea cautions, “Do your home-
Changes, or You Wish It Would unique and powerful form of coaching.
C.J. Hayden, MCC, delivers a smorgasbord of common sense served work,” in her article “Choosing Your Dream
(HarperCollins).
up with dollops of pragmatism in her article Team” (page 14). She is chief creative officer of
For Laura Berman Fortgang, MCC, coaching is about “pushing “Marketing Your Practice: Sell the Sizzle, Not Mind Ignition Associates. Her Toronto-based
Andrea Bauer, CPCC, demonstrates her the envelope.” In “Coaching: A Two-Way Street to Growth” (page 27), the Steak!” (page 12). She is the author of Get company specializes in working with life
passion for helping people get and stay on she encourages both coach and client to stretch Clients NOW!, Get Hired NOW! (AMACOM), coaches and holistic practitioners, helping
purpose in her interview with “Rich Fettke on outside of their comfort zones and experience and The One-Person Marketing Plan Workbook. them become more successful in their busi-
Purpose” (page 34). She is the creator of Soul the tremendous sense of satisfaction there is in Since 1992, she has been coaching people to nesses through the creation of dynamic and
Surveys, an innovative collection of interviews being able to make a difference. Laura is the make a better living doing what they love. powerful marketing materials.
conducted with people around the globe on a founder and owner of InterCoach, Inc., a
variety of topics. coaching company providing personal and
In “Business Coaching, Life Coaching Phil Sandahl, CPCC, states in “Coaching:
executive coaching. She is also the author of
…What’s the Difference?” (page 50), Wendy An Empowering Choice” (page 25) that “both
the best-selling books, Take Yourself to the
Craig Carr, CPCC, PCC, along with Laura Berman Fortgang and Johnson, MA, CEC, CMC, draws a fine distinc- client and coach are equal in power and
Top and Living Your Best Life (Tarcher/Penguin).
Carol Adrienne, is part of the panel of coaches tion between these two areas by adding needs authority to create a new form of open,
in “Sticky Situations” (page 17) that gives us and accountability to the mix. Wendy is engaged, truth telling that is empowering and
a window into critical moments when coaches “The time has come to President and CEO of the Worldwide Association authentic.” Phil is an international coach and coaching trainer with
feel stuck or need advice from senior coaches. apply systems thinking of Business Coaches. The Coaches Training Institute. He is also co-author of Co-Active
He is a senior faculty member with the Coaches to coaching, whether the Coaching (Davies-Black Publishing).
Training Institute. His coaching focus includes recipient be individuals
Dorcas Kelley, CPCC, CMC, ACC, outlines
life transitions to second adulthood and busi- or groups,” say
“Six Tips for New Coaches” (page 12) that take In “Being, Doing, Using
ness start-ups. He is the co-creator of “Danger, Marita Fridjhon,
the guesswork out of setting up a new practice. – A Way to Understanding
Sex and Magic: Coaching the Forbidden and Taboo,” an advanced MSW, CPCC, PCC, and
She is passionately committed to the success of Coaching” (page 43),
training seminar for coaches. Faith Fuller, Ph.D,
your life and your business. Dorcas is the authors Neil Stroul,
CPCC, in “Relationship Coaching: The New Frontier” (page 49). Marita
author of The Business of Coaching. Ph.D. and Chris Wahl,
is a founding partner of The Center for Right Relationship and the co-
According to Will Craig, in his article “Why M.A. describe coaching
creator, with Faith, of the graduate training program in Co-Active
Life Coaching?” (page 28), there is a connection as a craft, involving both
Relationship Coaching offered by The Coaches Training Institute. Ian McDermott is convinced that “The
between the breakdown of the extended family discipline and art. Neil is a senior faculty member at Georgetown
Power of NLP Coaching” (page 38) offers any-
and the rise to prominence of coaching. University while Chris is the director of the Leadership Coaching Program.
one in the coaching field “an enormous variety
President of the Coach Training Alliance, he is Marcy Nelson-Garrison, MA, CPCC, is She and Neil Stroul are working on Present Perfect, Future Perfect,
of tools, techniques and interventions but, above
author of the “Fill Your Coaching Practice” president of Coaching Toys Inc. She is committed a book about their experiences coaching leaders.
all, a very rigorously tested, solution-focused
software program and co-author of the popular to the power and delight of creative approaches to
way of thinking that will increase any coach’s
“Coach Training Accelerator.” personal and professional development (page 22).
effectiveness.” He is director of training for Patrick Williams, Ed.D, MCC, in “Beyond
International Teaching Seminars, Europe’s leading NLP Coaching train- the 12th Step: Life Coaching after Addiction
Leza Danly, CPCC, MCC, in “Coaching, the Sacred Journey” (page Dolly Garlo, RN, ing organization. He is also co-author of 10 books on NLP and coaching, Counseling” (page 40), makes the distinction
46), goes straight to the heart of the matter JD, PCC, and David including NLP Coach and the forthcoming Your Inner Coach. between therapist and coach: The therapist is
when she says, “the coach is the one who Matthew Prior, the expert; the coach is your partner. After
helps the client see the difference between MCC, MBA, in their arti- spending 16 years as a clinical psychologist,
In “Coaching and
what is real and what is illusion.” Founder of cle, “Committing to an he is now a Master Certified Coach. Patrick is
the Corporate Client”
Lucid Living, a spiritually based coach train- Ethical Framework: A co-author, with Deborah C. Davis, of
(page 20), Patricia
ing company, she has also developed an Powerful Choice,”© Therapist as Life Coach: Transforming Your Practice (W.W.
Overland and Linda
advanced curriculum to help coaches find the (page 31) take a long, Norton & Company). A member of the board of directors of the
Miller, MCC, discuss
“More Real” in themselves and their clients. hard look at ethics in the coaching community. They affirm that “ethics International Coach Federation, he speaks worldwide on coaching
the effects of coaching
is a choice to conduct oneself in keeping with a set of core values, to be and purposeful living. •
perspective perspective
Some of you may be familiar with the Life Wheel, a tool frequently used ally propel you towards a life that is in alignment with your goals and
• Balance, balance, balance! It’s what we all want in our lives, right? by life coaches, which outlines eight key areas of our lives — work and desires, rather than striving for a life that looks like an evenly distributed
Debbie Ford suggests we pursue something else. career, finances, physical and emotional health, primary relationship, pie chart. And, if you find that the answers to these questions are not as
h
family and friends, home and surroundings, fun and relaxation and you would like them to be, nevertheless, you will gain powerful new
spiritual development. The implication is that leading a balanced life insight into what you need to do to change your circumstances.
t
requires us to divide our attention proportionally between each of these
y
areas in order to achieve the balance we seek. The problem with this Ultimately, I believe the key to finding that illusive feeling of balance
mindset is that it makes many of us shift into overdrive, frantically try- that we all seek is to learn to enjoy what’s in front of us, to give it our
ing to keep all the balls in the air. As a result, we not only suffer the full attention and to make the choice to be nourished by whatever we
stress of spreading ourselves too thin, but we are often left feeling inef- are devoting ourselves to in the moment. If, for example, you’re com-
M
fective in any one area. While we may reach this lofty goal, sustaining it mitted to growing a young business, you may be putting in 60-hour
without harm to ourselves is a myth! work weeks — a schedule that from the outside in may look totally
overwhelming. But if you’re thriving, if your work is feeding you, and if
Dispelling the myth of the balanced life requires that we realize that those 60 hours are taking
rarely during the course of our lifespan will we have a week, a month or you closer to your dreams,
Dispelling the
even a day when we give equal time to all facets of our lives. There
always seems to be one or two areas grabbing for our attention while the
others remain on the back burner, waiting for their day in the sun. This
is the nature of life. There are times, after the birth of a child, for exam-
“ Seek to
create an
extraordinary
that passion will spread
into other areas of your life.
The eight sections depicted

ple, or when a parent falls ill, that our family requires the lion’s share of on the Life Wheel represent
life.
”
our attention. There are other times when we must concentrate on work. all the facets of our lives,
Sometimes fun and any one of which may
relaxation are clearly advance to center stage at
the priority, and we any given moment. They are all equally important and delicious. Every
shift our focus from
other areas in order to
Many of us
“
frantically try to
area nourishes us in a different way. But it’s like being at a buffet —
you can only fit so much on your plate at any one time. So eat what’s
of the take the rest we need.
I have always been a

keep all the balls
in the air.
on your plate and don’t torture yourself or rob yourself of the enjoyment
of the moment by worrying about the rest.
Balanced
proponent of referring
to one’s own internal
definitions of happi- ”
ness rather than trying to conform to some external picture of a perfect
For most of us, the balanced life is a fantasy that exists only in our
minds. Striving to create it is like trying to reach a mirage off in the
distance. Seeking to create an extraordinary life — one that uses all our
unique talents and gifts — is a much more exciting, attainable and
life. Because each person has a different set of goals and desires, each of worthwhile endeavor.
Life
us has our own notion of what a balanced life looks like. A schedule that
feels perfectly satisfactory for one person may throw another’s totally out We achieve extraordinary results when we define the areas where we
of whack. And, as we mature, our definition of balance naturally have a true desire to shine — whether it’s in the area of family, career,
changes. As some goals are realized and brought to fruition, other spirituality or something else. It’s then, and only then, that we bring
desires are born, altering our internal picture of what makes for a bal- forth our full potential in that area. When we commit ourselves to
alance. Isn’t that what we all
B
anced and happy life. excellence, to making a contribution, to not settling, to setting an
long for? Isn’t that the goal we example for others, and to taking the high road, we achieve an extraor-
hope to attain at the end of all There are some essential questions each of us must ask ourselves in dinary life. And, in its magnificence, it will take on its own unique form
our hard work? The word itself order to create a life we love that may or may not look balanced to any- of balance. •
one else; I call them “right questions.” These questions can help you to
conjures up images of centeredness, ease and arrange your life in a way that feels harmonious to you. Rather than Debbie Ford is a #1 New York Times best-selling author of four books, including
effortless progress towards that which we asking, “Is this area of my life balanced or out of balance?” you could, The Right Questions (HarperCollins).
desire. But is this goal attainable, or is it a in order to receive a more insightful answer, ask, “Do I feel empowered
mere fiction, a myth? or disempowered in this area of my life? Are the choices I’m making in
this area adding to my life force or are they robbing me of my energy?
Photo by Mads Frederikson
Are my daily actions taking me closer to a future that inspires me or are

they keeping me stuck in the past?” These are questions that can actu-

perspective perspective
Some of you may be familiar with the Life Wheel, a tool frequently used ally propel you towards a life that is in alignment with your goals and
• Balance, balance, balance! It’s what we all want in our lives, right? by life coaches, which outlines eight key areas of our lives — work and desires, rather than striving for a life that looks like an evenly distributed
Debbie Ford suggests we pursue something else. career, finances, physical and emotional health, primary relationship, pie chart. And, if you find that the answers to these questions are not as
h
family and friends, home and surroundings, fun and relaxation and you would like them to be, nevertheless, you will gain powerful new
spiritual development. The implication is that leading a balanced life insight into what you need to do to change your circumstances.
t
requires us to divide our attention proportionally between each of these
y
areas in order to achieve the balance we seek. The problem with this Ultimately, I believe the key to finding that illusive feeling of balance
mindset is that it makes many of us shift into overdrive, frantically try- that we all seek is to learn to enjoy what’s in front of us, to give it our
ing to keep all the balls in the air. As a result, we not only suffer the full attention and to make the choice to be nourished by whatever we
stress of spreading ourselves too thin, but we are often left feeling inef- are devoting ourselves to in the moment. If, for example, you’re com-
M
fective in any one area. While we may reach this lofty goal, sustaining it mitted to growing a young business, you may be putting in 60-hour
without harm to ourselves is a myth! work weeks — a schedule that from the outside in may look totally
overwhelming. But if you’re thriving, if your work is feeding you, and if
Dispelling the myth of the balanced life requires that we realize that those 60 hours are taking
rarely during the course of our lifespan will we have a week, a month or you closer to your dreams,
Dispelling the
even a day when we give equal time to all facets of our lives. There
always seems to be one or two areas grabbing for our attention while the
others remain on the back burner, waiting for their day in the sun. This
is the nature of life. There are times, after the birth of a child, for exam-
“ Seek to
create an
extraordinary
that passion will spread
into other areas of your life.
The eight sections depicted

ple, or when a parent falls ill, that our family requires the lion’s share of on the Life Wheel represent
life.
”
our attention. There are other times when we must concentrate on work. all the facets of our lives,
Sometimes fun and any one of which may
relaxation are clearly advance to center stage at
the priority, and we any given moment. They are all equally important and delicious. Every
shift our focus from
other areas in order to
Many of us
“
frantically try to
area nourishes us in a different way. But it’s like being at a buffet —
you can only fit so much on your plate at any one time. So eat what’s
of the take the rest we need.
I have always been a

keep all the balls
in the air.
on your plate and don’t torture yourself or rob yourself of the enjoyment
of the moment by worrying about the rest.
Balanced
proponent of referring
to one’s own internal
definitions of happi- ”
ness rather than trying to conform to some external picture of a perfect
For most of us, the balanced life is a fantasy that exists only in our
minds. Striving to create it is like trying to reach a mirage off in the
distance. Seeking to create an extraordinary life — one that uses all our
unique talents and gifts — is a much more exciting, attainable and
life. Because each person has a different set of goals and desires, each of worthwhile endeavor.
Life
us has our own notion of what a balanced life looks like. A schedule that
feels perfectly satisfactory for one person may throw another’s totally out We achieve extraordinary results when we define the areas where we
of whack. And, as we mature, our definition of balance naturally have a true desire to shine — whether it’s in the area of family, career,
changes. As some goals are realized and brought to fruition, other spirituality or something else. It’s then, and only then, that we bring
desires are born, altering our internal picture of what makes for a bal- forth our full potential in that area. When we commit ourselves to
alance. Isn’t that what we all
B
anced and happy life. excellence, to making a contribution, to not settling, to setting an
long for? Isn’t that the goal we example for others, and to taking the high road, we achieve an extraor-
hope to attain at the end of all There are some essential questions each of us must ask ourselves in dinary life. And, in its magnificence, it will take on its own unique form
our hard work? The word itself order to create a life we love that may or may not look balanced to any- of balance. •
one else; I call them “right questions.” These questions can help you to
conjures up images of centeredness, ease and arrange your life in a way that feels harmonious to you. Rather than Debbie Ford is a #1 New York Times best-selling author of four books, including
effortless progress towards that which we asking, “Is this area of my life balanced or out of balance?” you could, The Right Questions (HarperCollins).
desire. But is this goal attainable, or is it a in order to receive a more insightful answer, ask, “Do I feel empowered
mere fiction, a myth? or disempowered in this area of my life? Are the choices I’m making in
this area adding to my life force or are they robbing me of my energy?
Photo by Mads Frederikson
Are my daily actions taking me closer to a future that inspires me or are

they keeping me stuck in the past?” These are questions that can actu-

6
entrepreneur coach entrepreneur coach
Sell
• C.J. Hayden shares juicy tidbits about getting your business off the ground. • Dorcas Kelley on tips to take the worry out of getting your practice off to a flying start!
Marketing Your Practice:
the Sizzle, Not the Steak! Six Tips for New Coaches
magine being in an auto mechanic’s shop, and he tells you that market to clients with a budget for luxuries, or you’ll limit your rate to o you’ve been well trained as a coach and are looking to set Manage your time wisely. Be realistic about
I he is going to lift the hood of your car, shine a light around and
move some parts up and down. After doing this, he asks for pay-
ment. Does this sound like a service you would pay for? Of course
not! What you want to hear from the mechanic is what he will do in
order to have your car running smoothly again — the way you like it.
only what people will pay for something that’s nice, but not necessary.
Perhaps you are concerned about promising results to your clients. After
all, it’s the clients who must do the work, and if they don’t do their part,
the results won’t occur. Yes, and the time to discuss that with your clients
S up your coaching practice. When you are first starting out,
what should you do first? The myriad tasks involved in start-
ing a business can seem overwhelming. But don’t panic,
there are only six things you need to focus on in your first year. Anyone
can work on six things, right? So use the list below to focus your efforts
4 how much time you can spend on your business and don’t
spread yourself so thin that you lose life balance. Establish a
generic weekly schedule to manage your time in the most
efficient and effective manner. Determine a few achievable goals and
work toward them in an organized fashion. Remember that Rome was-
Now, that’s value for money. Similarly, if you’re not telling clients about is when they are deciding whether or not to hire you. To convince clients and bring ease into your start-up year. Don’t forget to use your coach to n’t built in a day!
the results your work produces and the benefits they will get from it, they to consider coaching as an option in the first place, you need to offer help you make progress toward your goals.
won’t see its value. them a tangible benefit.
When someone asks you, “What is coaching?” it’s not particularly entic- eturning to our example of the auto mechanic: the sign posted on Develop some basic office processes
R
ing to answer, “We meet by phone for half an hour each week and talk
about your goals.” That’s just the process you use. What you want to get
across are the benefits to the client.
It would be more tantalizing to say, “Coaching is a process that helps

the front of his shop advertises “Repairs.” It doesn’t say,
“Conversations about Possible Repairs.” As a prospective customer, the
sign brings you in. Then you have a conversation with the mechanic
about your problem, and nine times out of 10, he tells you he’s not sure
if he can fix your car, but he will make a diagnosis and tell you what the
1
Continue to build your coaching and
communication skills. Coaching skills can be
enhanced through professional training and through prac-
tice, practice, practice with as many clients as possible. To
improve communication skills, consider joining your local Toastmasters
5 and systems. Start with simple, manual processes.
Find out what works for you first before you move to a
sophisticated or PC-based program. The first process to focus
on is tracking your expenses and revenue. Record keeping can be as easy
as a piece of paper, a basket for receipts and a monthly accordion file.
you get what you want.” Now, some value is being declared! But a more next steps are. Instead of feeling cheated by his misleading sign, you are or Speaking Circles. The second process to develop is managing client paperwork. Again,
alluring approach would be not to sell coaching at more likely to feel taken care of because the mechanic start simple. A cardboard box with hanging folders works nicely.
all, but instead to promote the results, such as has integrity; he isn’t promising something he can’t
higher earnings, improved relationships or more dentify the benefits that deliver.
I Develop a vision for your business and
2
fulfilling work. It would be better to respond with a best reflect the value of your
own particular coaching niche,
statement of benefits rather than with a definition. As a coach, when you tell people you offer increased your role in the business. Set aside quiet time Handle the initial office details. Set your-
For example, “I help my clients learn to make
more money with less effort,” or “to navigate rela-
tionships with ease,” or “to find the perfect job.”
Whenever possible, describe benefits on which your

and use them to describe
powerfully what you do.
Increases clarity, satisfaction,

success or productivity.
Improves time management,
goal setting, communication or
prosperity, improved relationships, or better life bal-
ance, this will bring prospective clients to your door.
That’s when you have the conversation about what
those results depend on, and whose responsibility it is
to achieve them.
to dream about your business and how you want it to fit into
your life. As you gain clarity on your business vision, your
passions and your values, you will be greatly increasing your chances
for business success.
6 self up with a good phone, headset, voicemail and e-mail. In
addition, take care of the business start-up paperwork,
including any business licenses and fictitious name permits.
These requirements vary by geography, so research what is needed for
your location.
clients can place a cash value. You’re asking them management ability.
to pay you money. If they can see what value — Decreases procrastination, “Sell the sizzle, not the steak!” is an old proverb in These six steps will continue to evolve throughout the life of your busi-
Create your initial marketing plan and
3
financial or otherwise — they will get in return, struggle, clutter or feeling sales and marketing. Just assume that your clients ness, so don’t think that your first decisions — or even your second or
overwhelmed.
they are much more likely to write a check. When want the “steak” of coaching — structure, support, materials. What is your target market or niche? How third — will lock you in. One of the wonderful things about having
it isn’t realistic to suggest a monetary benefit, Facilitates change, learning,
life balance or teamwork.
and feedback — to reach their goals. Who wouldn’t will you reach it? Your initial marketing materials can be as your own business is that it is a continual work in progress; nothing is
make what you are offering as tangible as you can. want that? The trick is to make them want it now, and simple as a business card and a versatile elevator speech. set in stone.
from you! That’s where the sizzle comes in. If you can
Tell a corporate client about improved productivity, get them to hear, smell, and taste the tangible benefits of what you have So if you’re feeling overwhelmed, stop! Take a big breath and relax. Just
increased employee retention, better job satisfaction or improved cooper- to offer, you’ll attract clients who never even knew that what they wanted count to six and you’ll be on your way! •
ation. For individuals, describe how they can reach their goals more was called coaching.•
quickly, improve their standards of living or achieve a healthier lifestyle. Dorcas Kelley, CPCC, CMC, ACC, is the author of The Business of Coaching.
Position your service as the answer to an essential need. If you allow it C.J. Hayden is the author of Get Clients NOW! (AMACOM), Get Hired NOW! and
to be something that’s just “nice to have,” you will either limit your The One-Person Marketing Plan Workbook.

6
Sell
• C.J. Hayden shares juicy tidbits about getting your business off the ground. • Dorcas Kelley on tips to take the worry out of getting your practice off to a flying start!
Marketing Your Practice:
the Sizzle, Not the Steak! Six Tips for New Coaches
magine being in an auto mechanic’s shop, and he tells you that market to clients with a budget for luxuries, or you’ll limit your rate to o you’ve been well trained as a coach and are looking to set Manage your time wisely. Be realistic about
I he is going to lift the hood of your car, shine a light around and
move some parts up and down. After doing this, he asks for pay-
ment. Does this sound like a service you would pay for? Of course
not! What you want to hear from the mechanic is what he will do in
order to have your car running smoothly again — the way you like it.
only what people will pay for something that’s nice, but not necessary.
Perhaps you are concerned about promising results to your clients. After
all, it’s the clients who must do the work, and if they don’t do their part,
the results won’t occur. Yes, and the time to discuss that with your clients
S up your coaching practice. When you are first starting out,
what should you do first? The myriad tasks involved in start-
ing a business can seem overwhelming. But don’t panic,
there are only six things you need to focus on in your first year. Anyone
can work on six things, right? So use the list below to focus your efforts
4 how much time you can spend on your business and don’t
spread yourself so thin that you lose life balance. Establish a
generic weekly schedule to manage your time in the most
efficient and effective manner. Determine a few achievable goals and
work toward them in an organized fashion. Remember that Rome was-
Now, that’s value for money. Similarly, if you’re not telling clients about is when they are deciding whether or not to hire you. To convince clients and bring ease into your start-up year. Don’t forget to use your coach to n’t built in a day!
the results your work produces and the benefits they will get from it, they to consider coaching as an option in the first place, you need to offer help you make progress toward your goals.
won’t see its value. them a tangible benefit.
When someone asks you, “What is coaching?” it’s not particularly entic- eturning to our example of the auto mechanic: the sign posted on Develop some basic office processes
R
ing to answer, “We meet by phone for half an hour each week and talk
about your goals.” That’s just the process you use. What you want to get
across are the benefits to the client.
It would be more tantalizing to say, “Coaching is a process that helps

the front of his shop advertises “Repairs.” It doesn’t say,
“Conversations about Possible Repairs.” As a prospective customer, the
sign brings you in. Then you have a conversation with the mechanic
about your problem, and nine times out of 10, he tells you he’s not sure
if he can fix your car, but he will make a diagnosis and tell you what the
1
Continue to build your coaching and
communication skills. Coaching skills can be
enhanced through professional training and through prac-
tice, practice, practice with as many clients as possible. To
improve communication skills, consider joining your local Toastmasters
5 and systems. Start with simple, manual processes.
Find out what works for you first before you move to a
sophisticated or PC-based program. The first process to focus
on is tracking your expenses and revenue. Record keeping can be as easy
as a piece of paper, a basket for receipts and a monthly accordion file.
you get what you want.” Now, some value is being declared! But a more next steps are. Instead of feeling cheated by his misleading sign, you are or Speaking Circles. The second process to develop is managing client paperwork. Again,
alluring approach would be not to sell coaching at more likely to feel taken care of because the mechanic start simple. A cardboard box with hanging folders works nicely.
all, but instead to promote the results, such as has integrity; he isn’t promising something he can’t
higher earnings, improved relationships or more dentify the benefits that deliver.
I Develop a vision for your business and
2
fulfilling work. It would be better to respond with a best reflect the value of your
own particular coaching niche,
statement of benefits rather than with a definition. As a coach, when you tell people you offer increased your role in the business. Set aside quiet time Handle the initial office details. Set your-
For example, “I help my clients learn to make
more money with less effort,” or “to navigate rela-
tionships with ease,” or “to find the perfect job.”
Whenever possible, describe benefits on which your

and use them to describe
powerfully what you do.
Increases clarity, satisfaction,

success or productivity.
Improves time management,
goal setting, communication or
prosperity, improved relationships, or better life bal-
ance, this will bring prospective clients to your door.
That’s when you have the conversation about what
those results depend on, and whose responsibility it is
to achieve them.
to dream about your business and how you want it to fit into
your life. As you gain clarity on your business vision, your
passions and your values, you will be greatly increasing your chances
for business success.
6 self up with a good phone, headset, voicemail and e-mail. In
addition, take care of the business start-up paperwork,
including any business licenses and fictitious name permits.
These requirements vary by geography, so research what is needed for
your location.
clients can place a cash value. You’re asking them management ability.
to pay you money. If they can see what value — Decreases procrastination, “Sell the sizzle, not the steak!” is an old proverb in These six steps will continue to evolve throughout the life of your busi-
Create your initial marketing plan and
3
financial or otherwise — they will get in return, struggle, clutter or feeling sales and marketing. Just assume that your clients ness, so don’t think that your first decisions — or even your second or
overwhelmed.
they are much more likely to write a check. When want the “steak” of coaching — structure, support, materials. What is your target market or niche? How third — will lock you in. One of the wonderful things about having
it isn’t realistic to suggest a monetary benefit, Facilitates change, learning,
life balance or teamwork.
and feedback — to reach their goals. Who wouldn’t will you reach it? Your initial marketing materials can be as your own business is that it is a continual work in progress; nothing is
make what you are offering as tangible as you can. want that? The trick is to make them want it now, and simple as a business card and a versatile elevator speech. set in stone.
from you! That’s where the sizzle comes in. If you can
Tell a corporate client about improved productivity, get them to hear, smell, and taste the tangible benefits of what you have So if you’re feeling overwhelmed, stop! Take a big breath and relax. Just
increased employee retention, better job satisfaction or improved cooper- to offer, you’ll attract clients who never even knew that what they wanted count to six and you’ll be on your way! •
ation. For individuals, describe how they can reach their goals more was called coaching.•
quickly, improve their standards of living or achieve a healthier lifestyle. Dorcas Kelley, CPCC, CMC, ACC, is the author of The Business of Coaching.
Position your service as the answer to an essential need. If you allow it C.J. Hayden is the author of Get Clients NOW! (AMACOM), Get Hired NOW! and
to be something that’s just “nice to have,” you will either limit your The One-Person Marketing Plan Workbook.

• How do you select professionals who will help you succeed at your coaching practice? At a networking event Jane attended a few months ago, she met a
man who boasted of having 25 years’ experience in marketing for
• Select professionals who are accustomed
to working with home-based business
What qualities must a website and logo designer, copywriter or virtual assistant possess?
various corporations. The first time he ever met her he told her that owners, as opposed to corporate clients. Some professionals
But, first, do you even need a group — your “dream team” — that will help you express her business needed a complete overhaul — new name, direction, prefer working with corporations because they require less “hand
and support your vision? Ileana A. Rontea’s response is, “Buyer beware!” logo, colors, website, the works! It all sounded pretty exciting to Jane holding.” Also, less time is spent getting to know them and
who is an adventurous soul. So they agreed that he would create a respecting individual preferences. Professionals who specialize in
new look for her, while she would provide him with a number of working with entrepreneurs do so because they enjoy the personal
coaching sessions in exchange. contact, the excitement and synergy that are generated when col-
Choosing
laborating with another “sole-preneur.”
This person proceeded to create an introductory portfolio for Jane,
without asking her any questions, and before she had done any coach-
ing with him. He didn’t ask to see her business plan and therefore had
• Present designers with samples of work
you like and don’t like, and tell them why you feel
no idea of her long-term goals. He never even had a lengthy conversa- this way. Be ready to contribute to the effort by being available to
tion with her. In other words, he knew nothing about her and obviously answer any questions and by giving complete feedback on the
was not interested in getting to know her as a person or a coach. He project at different stages.
Your Dream Team

used his many years of experience to create something for Jane that
had nothing to do with her at all! • Where appropriate, discuss colors,
special design and language preferences
Needless to say, Jane liked nothing about the materials he produced — as well as other elements of uniqueness. This is exactly the input
from the colors he used to the new logo. In addition, he made the mistake these creative people need from you. A designer’s job is to under-
of relentlessly criticizing everything her other team members had created stand you and your essence and to be able to reflect that outward-
for her, and intimated that everything he had not created was garbage. ly in such a way that your audience will respond favorably.
Jane was understandably angry, recognizing that this person was moti-
hen first we decide to open our own business, especially a Unfortunately, because her business is booming at this point, she is vated only by personal gain, and didn’t have her best interests at heart. • Know your target market and coaching
W home-based one, we all know we can’t do everything our-

selves, although we may be tempted to. We know we’re
not lawyers or accountants, so we’re okay with delegating
those tasks. But we often try to do those other things ourselves — even
though they also require advanced abilities — such as website and logo
content to leave her website as is. However, once she has a competitor
or two, she will be at a distinct disadvantage because glaring errors
point to a lack of professionalism and dedication to excellence. Unless
she makes the necessary changes, her venture will ultimately suffer
because of a lack of vision and not understanding that money spent
D o your homework when selecting those people who will work with
you to co-create your marketing strategy and materials that will
ultimately reflect your vision and your brand. Think in terms of a long-
term association, as opposed to a project-based one. The best way to find
niche, so that your marketing efforts can reach your intended
audience. If you are a brand-new coach and don’t know your tar-
get market, with enough time and experience, you eventually will.
However, when you are ready to advertise yourself as a life coach,
your main goal is to look professional and inspire confidence. By
design or writing content for our sales and marketing materials. now on impeccable presentation will bring in substantial revenue later. the right people is through referrals from others you trust, but even then that point you should have a good idea of who you really enjoy
you need to conduct your own research. working with. Keep in mind that there are many other coaches
out there, and you need to differentiate your business from every-
one else’s.
“ Find the right people through referrals from others you trust.
Time is the one thing we are always short of. So, will you spend your
precious time designing and composing website content, acquiring more
So, how do you pick your team? To answer this question, let’s look at
some complications other coaches have encountered in this process. One
” Here are six tips on selecting the most well suited individuals to work with:
• Offer them a complimentary coaching

session, if appropriate, so that they can experience what you
Choose your team members as carefully as you would choose your busi-
ness or mentor coach. Use your intuition, do your research, ask ques-
tions and gauge your level of excitement and comfort at the thought of
do as well as allow you to experience them firsthand. If the fit is
clients or providing phenomenal service to the ones you already have? complaint I often hear from my clients is that they are working on a logo working with each of your teammates. As your practice grows, you may
right, you might even end up bartering services, which many peo-
This issue becomes compounded if you don’t know how to do web or with a designer who just “doesn’t get it.” Or, maybe, it’s a web designer want to change some things, such as expanding into coaching entrepre-
ple do when first going into business. The caution here is to make
logo design, but try to master these skills in “no time.” The results are who somehow doesn’t take direction very well and is repeatedly present- neurs or women returning to the workforce. Or, perhaps, you might need
sure that this is someone you would want to coach regardless of
often so poorly done that, instead of attracting prospective clients, you ing unacceptable drafts. How about an accountant you feel uncomfort- to change your name and logo because of a new partnership. If you
any other business relationship.
turn them away! able with because your level of risk tolerance is higher than his? have developed and nurtured strong connections with your team all
along, they will be there to help you in your new endeavors and along
Here’s a case in point. A few months ago, I met someone at a network- e careful about hiring someone you don’t know and who doesn’t • Choose your team members based on the path of continued success. •
ing event who has a very unique business; so unique that, at this
point, she has no competition! Unfortunately, this person has decided
B appear to want to get to know you first! My client, Jane, found this
out the hard way. Jane and I have worked together for some time devis-
their competencies, portfolios, skill sets, levels of
enthusiasm and, most importantly, make sure they understand Ileana Rontea is Chief Creative Officer of Mind Ignition Associates.
you — what you are trying to accomplish, who you like to work
to do it all herself — create her own website and write her own mar- ing ongoing strategy for her coaching business and creating some fun
with and how you coach. If they have prior experience working
keting materials without benefit of an editor. After visiting her site, I and dynamic marketing materials. Jane has also worked with another
with coaches, even better! They should ask you a number of ques-
ran into her and gently pointed out that correct grammar, spelling and talented woman who created her logo and designed her website; we are
tions, getting as much information from you as possible regard-
lexicon usage would go a long way in supporting her message. both part of her dream team, as she calls it.
ing your short- and long-term goals.

• How do you select professionals who will help you succeed at your coaching practice? At a networking event Jane attended a few months ago, she met a
man who boasted of having 25 years’ experience in marketing for
• Select professionals who are accustomed
to working with home-based business
What qualities must a website and logo designer, copywriter or virtual assistant possess?
various corporations. The first time he ever met her he told her that owners, as opposed to corporate clients. Some professionals
But, first, do you even need a group — your “dream team” — that will help you express her business needed a complete overhaul — new name, direction, prefer working with corporations because they require less “hand
and support your vision? Ileana A. Rontea’s response is, “Buyer beware!” logo, colors, website, the works! It all sounded pretty exciting to Jane holding.” Also, less time is spent getting to know them and
who is an adventurous soul. So they agreed that he would create a respecting individual preferences. Professionals who specialize in
new look for her, while she would provide him with a number of working with entrepreneurs do so because they enjoy the personal
coaching sessions in exchange. contact, the excitement and synergy that are generated when col-
Choosing
laborating with another “sole-preneur.”
This person proceeded to create an introductory portfolio for Jane,
without asking her any questions, and before she had done any coach-
ing with him. He didn’t ask to see her business plan and therefore had
• Present designers with samples of work
you like and don’t like, and tell them why you feel
no idea of her long-term goals. He never even had a lengthy conversa- this way. Be ready to contribute to the effort by being available to
tion with her. In other words, he knew nothing about her and obviously answer any questions and by giving complete feedback on the
was not interested in getting to know her as a person or a coach. He project at different stages.
Your Dream Team

used his many years of experience to create something for Jane that
had nothing to do with her at all! • Where appropriate, discuss colors,
special design and language preferences
Needless to say, Jane liked nothing about the materials he produced — as well as other elements of uniqueness. This is exactly the input
from the colors he used to the new logo. In addition, he made the mistake these creative people need from you. A designer’s job is to under-
of relentlessly criticizing everything her other team members had created stand you and your essence and to be able to reflect that outward-
for her, and intimated that everything he had not created was garbage. ly in such a way that your audience will respond favorably.
Jane was understandably angry, recognizing that this person was moti-
hen first we decide to open our own business, especially a Unfortunately, because her business is booming at this point, she is vated only by personal gain, and didn’t have her best interests at heart. • Know your target market and coaching
W home-based one, we all know we can’t do everything our-

selves, although we may be tempted to. We know we’re
not lawyers or accountants, so we’re okay with delegating
those tasks. But we often try to do those other things ourselves — even
though they also require advanced abilities — such as website and logo
content to leave her website as is. However, once she has a competitor
or two, she will be at a distinct disadvantage because glaring errors
point to a lack of professionalism and dedication to excellence. Unless
she makes the necessary changes, her venture will ultimately suffer
because of a lack of vision and not understanding that money spent
D o your homework when selecting those people who will work with
you to co-create your marketing strategy and materials that will
ultimately reflect your vision and your brand. Think in terms of a long-
term association, as opposed to a project-based one. The best way to find
niche, so that your marketing efforts can reach your intended
audience. If you are a brand-new coach and don’t know your tar-
get market, with enough time and experience, you eventually will.
However, when you are ready to advertise yourself as a life coach,
your main goal is to look professional and inspire confidence. By
design or writing content for our sales and marketing materials. now on impeccable presentation will bring in substantial revenue later. the right people is through referrals from others you trust, but even then that point you should have a good idea of who you really enjoy
you need to conduct your own research. working with. Keep in mind that there are many other coaches
out there, and you need to differentiate your business from every-
one else’s.
“ Find the right people through referrals from others you trust.
Time is the one thing we are always short of. So, will you spend your
precious time designing and composing website content, acquiring more
So, how do you pick your team? To answer this question, let’s look at
some complications other coaches have encountered in this process. One
” Here are six tips on selecting the most well suited individuals to work with:
• Offer them a complimentary coaching

session, if appropriate, so that they can experience what you
Choose your team members as carefully as you would choose your busi-
ness or mentor coach. Use your intuition, do your research, ask ques-
tions and gauge your level of excitement and comfort at the thought of
do as well as allow you to experience them firsthand. If the fit is
clients or providing phenomenal service to the ones you already have? complaint I often hear from my clients is that they are working on a logo working with each of your teammates. As your practice grows, you may
right, you might even end up bartering services, which many peo-
This issue becomes compounded if you don’t know how to do web or with a designer who just “doesn’t get it.” Or, maybe, it’s a web designer want to change some things, such as expanding into coaching entrepre-
ple do when first going into business. The caution here is to make
logo design, but try to master these skills in “no time.” The results are who somehow doesn’t take direction very well and is repeatedly present- neurs or women returning to the workforce. Or, perhaps, you might need
sure that this is someone you would want to coach regardless of
often so poorly done that, instead of attracting prospective clients, you ing unacceptable drafts. How about an accountant you feel uncomfort- to change your name and logo because of a new partnership. If you
any other business relationship.
turn them away! able with because your level of risk tolerance is higher than his? have developed and nurtured strong connections with your team all
along, they will be there to help you in your new endeavors and along
Here’s a case in point. A few months ago, I met someone at a network- e careful about hiring someone you don’t know and who doesn’t • Choose your team members based on the path of continued success. •
ing event who has a very unique business; so unique that, at this
point, she has no competition! Unfortunately, this person has decided
B appear to want to get to know you first! My client, Jane, found this
out the hard way. Jane and I have worked together for some time devis-
their competencies, portfolios, skill sets, levels of
enthusiasm and, most importantly, make sure they understand Ileana Rontea is Chief Creative Officer of Mind Ignition Associates.
you — what you are trying to accomplish, who you like to work
to do it all herself — create her own website and write her own mar- ing ongoing strategy for her coaching business and creating some fun
with and how you coach. If they have prior experience working
keting materials without benefit of an editor. After visiting her site, I and dynamic marketing materials. Jane has also worked with another
with coaches, even better! They should ask you a number of ques-
ran into her and gently pointed out that correct grammar, spelling and talented woman who created her logo and designed her website; we are
tions, getting as much information from you as possible regard-
lexicon usage would go a long way in supporting her message. both part of her dream team, as she calls it.
ing your short- and long-term goals.

sticky situations
• This column presents sticky situations that give us a window into critical moments in which coaches feel stuck,
need advice from senior coaches or just want to learn new ways of handling old issues. This panel, which lends its
expertise to this column, comes from various niches and gives their perspective on the coaching situation.
Here’s a sticky situation from a coach in New York who writes:
My client is neglecting her six-year-old daughter. She’s a single mother who works and
“
commutes ten hours a day. She comes home exhausted and relies on her live-in caretaker
to feed and transport her daughter to and from school. My heart aches for her daughter
and I’m getting mad at this abuse. What do you suggest?
”
relationship with your daughter? Would you like to do more?”
“Chill out … get your
bearings,” recommends The truth is you may not know what it is she does do with her
Laura Berman Fortgang, daughter. What kind of agreement do they have? What do they do on
weekends? What rituals do they enjoy? What happens at bedtime,
MCC, personal and
bath time and playtime?
executive coach.
My dear coach, you have made a fierce judgment and a large assump-
tion. Get the facts; see where there is room for coaching. Get off your
Advertise your
judge’s bench and back on the bandwagon as a support to this mom
who hired you to help her do better.
areful, your “stuff” is coming up here. You have a lot of judgment
C about this mother and her treatment of her child. You have gone so
far as to call it abuse and condemn your client. You are letting your own
values get in the way of your coaching. This automatically disqualifies
business with us!

Craig Carr, PCC,
you as this woman’s coach, because you are no longer on her side.
business and personal
That is not to say that there isn’t work to be done to help this client. coach, reminds coaches
She could stand to gain more balance in her life by re-visiting the kind that they have permission
of relationship she’d like to have with her child, but you are not an to have their feelings.
accomplice to a crime that would register in the law books. Please, chill
out for a minute and get your bearings.
At choice, we are also dedicated to helping you get the word out about your business.
When you have regained your objectivity, think about what you
To advertise with us, send your ads and/or enquiries to advertising@choice-online.com, would like to ask your client. How about, “Are you happy with the level he passage through this situation resides in the words, “My heart
along with your name and e-mail address.
of connection you have with your daughter?” “What does your daugh-
ter say about all the time you spend away from home?” Or, “What
T aches … I’m getting mad.”
would be your ideal mother/daughter activity, and how often could In situations like this, a coach must lean into three important
you schedule one?” advanced skills:
For choice advertising guidelines, visit us at: www.choice-online.com You could also let your concern be known in a constructive way, such
as: “I know being a single mom must take a lot out of you, and I know
• “Share from Self” – speak what is going on for you. Trust the part
you play in a designed and powerful relationship.
how much attention kids need. What are you doing to nurture your

sticky situations
• This column presents sticky situations that give us a window into critical moments in which coaches feel stuck,
need advice from senior coaches or just want to learn new ways of handling old issues. This panel, which lends its
expertise to this column, comes from various niches and gives their perspective on the coaching situation.
Here’s a sticky situation from a coach in New York who writes:
My client is neglecting her six-year-old daughter. She’s a single mother who works and
“
commutes ten hours a day. She comes home exhausted and relies on her live-in caretaker
to feed and transport her daughter to and from school. My heart aches for her daughter
and I’m getting mad at this abuse. What do you suggest?
”
relationship with your daughter? Would you like to do more?”
“Chill out … get your
bearings,” recommends The truth is you may not know what it is she does do with her
Laura Berman Fortgang, daughter. What kind of agreement do they have? What do they do on
weekends? What rituals do they enjoy? What happens at bedtime,
MCC, personal and
bath time and playtime?
executive coach.
My dear coach, you have made a fierce judgment and a large assump-
tion. Get the facts; see where there is room for coaching. Get off your
Advertise your
judge’s bench and back on the bandwagon as a support to this mom
who hired you to help her do better.
areful, your “stuff” is coming up here. You have a lot of judgment
C about this mother and her treatment of her child. You have gone so
far as to call it abuse and condemn your client. You are letting your own
values get in the way of your coaching. This automatically disqualifies
business with us!

Craig Carr, PCC,
you as this woman’s coach, because you are no longer on her side.
business and personal
That is not to say that there isn’t work to be done to help this client. coach, reminds coaches
She could stand to gain more balance in her life by re-visiting the kind that they have permission
of relationship she’d like to have with her child, but you are not an to have their feelings.
accomplice to a crime that would register in the law books. Please, chill
out for a minute and get your bearings.
At choice, we are also dedicated to helping you get the word out about your business.
When you have regained your objectivity, think about what you
To advertise with us, send your ads and/or enquiries to advertising@choice-online.com, would like to ask your client. How about, “Are you happy with the level he passage through this situation resides in the words, “My heart
along with your name and e-mail address.
of connection you have with your daughter?” “What does your daugh-
ter say about all the time you spend away from home?” Or, “What
T aches … I’m getting mad.”
would be your ideal mother/daughter activity, and how often could In situations like this, a coach must lean into three important
you schedule one?” advanced skills:
For choice advertising guidelines, visit us at: www.choice-online.com You could also let your concern be known in a constructive way, such
as: “I know being a single mom must take a lot out of you, and I know
• “Share from Self” – speak what is going on for you. Trust the part
you play in a designed and powerful relationship.
how much attention kids need. What are you doing to nurture your

sticky situations
• “Honor the big agenda”– deepen the discovery of what she is wanti- which makes you angry, but not very objective or helpful. She will pick
ng through actions that may not be elegant or smart, but question up on this and feel even more stressed.
assumptions without making her feel wrong about her choices.
Be curious and dig deeper into the learning that is available. Remember that this person is doing the best she can from her present
• “Manage your emotions” — this skill ties into the first one and perspective. She obviously feels that a job with a long commute is her
definitely does not imply that you suppress feelings or “go distant” only option.
on your client.
Align with her. Let her know you really respect the time she is putting in
If your relationship is powerfully designed, you already have permission to support herself and her child. Ask her if it’s important to her to spend
to have your feelings and, more to the point, your client has an expecta- more time with her daughter.
tion to hear what they are. The energy in your emotions will work for or
against the relationship depending on the vulnerability, timing and Explore childhood messages she got about work, money, parenting and
authenticity in which you manage them. responsibility. Get her to talk about how she was parented. Does she want
to repeat these patterns? What are her most important values in life?
The bottom line here is to trust that if you are having these feelings;
then it is extremely likely that, at some level of awareness, so is your Shift her focus to what would be “ideal.” Here are some suggestions:
client and so are other people in her life. Your job as a mirror for the • First, ask her to make a list of exactly what she does not want (stress,
client’s whole life is to be the one who speaks out. no time with her daughter, long commute, boring job, and so on).
It’s time to earn your keep and, in the process, learn more about who • Next, make another list of what her ideal life would be (to make
you are and how you show up in a tight spot! Can you be spacious more money and work fewer hours, work closer to home, time to
enough to have compassion and have your convictions? Can you stay have fun with her daughter, feeling good at the end of the day).
open to her side of the story, hear the bigger agenda underneath the • Help her see that by opening to the possibility that life could be dif-
behavior and stay true to the outcomes you have been hired to fulfill? ferent, she will automatically start attracting different results. She has
Are you willing to be completely misunderstood, field projections thrown to transform her belief (or expectation) that the only available work
onto you and go through thinking you have failed? is exhausting, or that, as a single mother, she has to take whatever
she can get. Have you explored whether she subconsciously feels
If the answer is “yes” to these questions, then the future bodes well for guilty about being a single mother, and might be “punishing her-
the way past this sticky situation. Remember, finally, the sense of danger self” by working so hard?
that you may be feeling is aliveness and passion for Life. There is a
wanting for some other expression of it, and your job is to go after it! • Install a positive expectation in each session: “Now that you’ve
defined what would be ideal for you, let’s notice who and what comes
into your life this week.”
Carol Adrienne, Ph.D., • Encourage interim schedule changes. Encourage her to let her
offers a step-by-step daughter know how much she loves her. Plan fun things to look for-
approach to resolving this ward to.
“sticky situation.”
Hope this is enough to get you started in a different direction. •
our own agenda might be taking precedence over the client’s. You
Y seem to be responding with your emotions and judging the mother,
Do you have a sticky situation that you want help with or a different perspective on? You don’t have to
go it alone. Let our senior coaches give you a hand. Please send your situations to: editor@choice-online.com.

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exec direct exec direct
In one case, the client was a hi-tech company in Silicon Valley

• Not just for executives anymore, Patricia Overland and Linda Miller look at the that offered coaching to three senior leaders considered to be “at
various ways coaching is making its presence felt at all levels in organizations. risk” for leaving the company. All three remained with the compa-
ny and are thriving five years later. Measured in dollars, this
equaled a savings of hundreds of thousands of dollars. Factored in
Coaching
were front-end costs of re-hiring to fill the slots if the executives
left the company, and the back-end costs of fulfilling contract
bonuses and other benefits.
and the Corporate Client “

Clients find ways to
reinvent themselves.
orporations are looking for innovative ways to retain talent, he Ken Blanchard Companies and Coaching.com offer coaching as The second way to measure ROI is through surveys. A well-
”
C sustain learning, develop individuals and manage change
from a whole new perspective. How do you keep a fast track
leader from moving to the competition? How do you ensure
that your significant training investment doesn’t collect dust on a shelf?
How can you help individuals chart a realistic career path? How do you
T a solution to sustain learning. Studies have shown that a training
event alone does not change behavior and that adding coaching to
training leverages the training dollar. Blanchard is seeing amazing
results. The combination encourages clients to apply skills and concepts
in their everyday work life. Clients are finding that coaching is a safe
designed survey collaboratively created between the client and the
coach can drill down into what individuals experience and how
those experiences impact on the company. Blanchard uses anony-
mous surveys where groups of individuals are receiving coaching.
The Overland Group uses both anonymous and direct surveys.
collapse the cycle of change? To find solutions to these perplexing ques- way to try out new skills, draft plans and test new behaviors in privacy Results provide real numbers for clients.
tions, more and more corporations are turning to coaching as a solution. and with confidentiality. Even better, this type of coaching can be short
word of caution. When designing surveys, be clear about what
Patricia Overland, of The Overland Group, works with client organiza-
term, which is cost effective for the organization.
A information you are looking for, and use care with wording.
Setting expectations about what will happen with the collected
tions that are focused on retaining their key people. “We can’t afford to Okay. Corporations are interested in coaching, but let’s face it, spending
lose our top talent,” commented one of her clients, a vice president of big bucks with no measurable return doesn’t always fly in the board- results is imperative. For example, it is very different to ask,
human resources in a Silicon Valley company. “We could replace him, room. Tying coaching to bottom line results has long been a challenge “Without coaching would you leave the company?” than “What
but at what cost?” when working in corporations. The more you can link the impact of impact has coaching had on your future with the company?” Both
coaching to profitability, the more corporate ears “perk up.” Measurable get at the central issue of “stay, don’t stay,” but from very different
As well as replacement value, organizations are looking at what else is results count. The question is: How do you go about it? perspectives. We’ve also found that individuals are more likely to
lost when a top performer leaves. “Innovation and creativity reside in answer the latter question.
individuals, and they go with me when I go,” commented one of The Ken Blanchard Companies use two ways. First, they partner with an
Patricia’s clients. outside company to complete impact studies. Through intensive inter- Understanding the corporate culture and structuring the language
views conducted after the completion of coaching, participants look at used in surveys are critical factors when collecting data. Clear and
How can you put a dollar amount on that? His corporation did. He was the impact coaching has had on them personally and on their ability to effective communication between the client and the coaching
offered coaching as a perk. In this case, while no guarantee was made meet goals, deadlines, sales quotas or other internal measures of suc- organization is also paramount. Consider the following when
that coaching would keep the individual in the corporation, he felt cess. Sales organizations reported that all of the individuals who designing your survey: Who will see this data? How will it be used?
acknowledged and valued enough to take a second look at his career, received coaching made their sales quotas. Coaching was citied most What results will be reported back to individuals? What action will
and he decided to stay. When asked about his decision, he commented often as the reason for meeting the goals. In that organization, the vice the client organization take based on the results?
that anyone willing to offer him individualized attention must care president of sales stated, “This has been the most effective learning ini-
enough to keep him. tiative I have experienced in my career.” Coaching is no longer in its infancy. With more and more organi-
zations trusting it, and with studies being generated to prove ROI,
Impact studies are also used to measure coaching’s impact on individu- coaching is becoming a recognized standard in a variety of orga-
“ Coaching can improve als facing “burn out” or having unclear expectations about their roles nizational settings. Just ask a few of your colleagues if they’ve
within the company. About 25 percent of The Overland Group’s clients heard about it and see what they say! •
the bottom line.
” find ways to reinvent themselves, stay on with companies and contribute
in new and innovative ways. Considering the cost of recruiting, hiring
and training new employees can put an astonishing dollar amount, or
return on investment (ROI), on the bottom line.
Patricia Overland is a principal in The Overland Group and is a senior
coach for The Ken Blanchard Companies. Linda Miller, MCC, is the direc-
tor of Coaching Services for The Ken Blanchard Companies.

exec direct exec direct
In one case, the client was a hi-tech company in Silicon Valley

• Not just for executives anymore, Patricia Overland and Linda Miller look at the that offered coaching to three senior leaders considered to be “at
various ways coaching is making its presence felt at all levels in organizations. risk” for leaving the company. All three remained with the compa-
ny and are thriving five years later. Measured in dollars, this
equaled a savings of hundreds of thousands of dollars. Factored in
Coaching
were front-end costs of re-hiring to fill the slots if the executives
left the company, and the back-end costs of fulfilling contract
bonuses and other benefits.
and the Corporate Client “

Clients find ways to
reinvent themselves.
orporations are looking for innovative ways to retain talent, he Ken Blanchard Companies and Coaching.com offer coaching as The second way to measure ROI is through surveys. A well-
”
C sustain learning, develop individuals and manage change
from a whole new perspective. How do you keep a fast track
leader from moving to the competition? How do you ensure
that your significant training investment doesn’t collect dust on a shelf?
How can you help individuals chart a realistic career path? How do you
T a solution to sustain learning. Studies have shown that a training
event alone does not change behavior and that adding coaching to
training leverages the training dollar. Blanchard is seeing amazing
results. The combination encourages clients to apply skills and concepts
in their everyday work life. Clients are finding that coaching is a safe
designed survey collaboratively created between the client and the
coach can drill down into what individuals experience and how
those experiences impact on the company. Blanchard uses anony-
mous surveys where groups of individuals are receiving coaching.
The Overland Group uses both anonymous and direct surveys.
collapse the cycle of change? To find solutions to these perplexing ques- way to try out new skills, draft plans and test new behaviors in privacy Results provide real numbers for clients.
tions, more and more corporations are turning to coaching as a solution. and with confidentiality. Even better, this type of coaching can be short
word of caution. When designing surveys, be clear about what
Patricia Overland, of The Overland Group, works with client organiza-
term, which is cost effective for the organization.
A information you are looking for, and use care with wording.
Setting expectations about what will happen with the collected
tions that are focused on retaining their key people. “We can’t afford to Okay. Corporations are interested in coaching, but let’s face it, spending
lose our top talent,” commented one of her clients, a vice president of big bucks with no measurable return doesn’t always fly in the board- results is imperative. For example, it is very different to ask,
human resources in a Silicon Valley company. “We could replace him, room. Tying coaching to bottom line results has long been a challenge “Without coaching would you leave the company?” than “What
but at what cost?” when working in corporations. The more you can link the impact of impact has coaching had on your future with the company?” Both
coaching to profitability, the more corporate ears “perk up.” Measurable get at the central issue of “stay, don’t stay,” but from very different
As well as replacement value, organizations are looking at what else is results count. The question is: How do you go about it? perspectives. We’ve also found that individuals are more likely to
lost when a top performer leaves. “Innovation and creativity reside in answer the latter question.
individuals, and they go with me when I go,” commented one of The Ken Blanchard Companies use two ways. First, they partner with an
Patricia’s clients. outside company to complete impact studies. Through intensive inter- Understanding the corporate culture and structuring the language
views conducted after the completion of coaching, participants look at used in surveys are critical factors when collecting data. Clear and
How can you put a dollar amount on that? His corporation did. He was the impact coaching has had on them personally and on their ability to effective communication between the client and the coaching
offered coaching as a perk. In this case, while no guarantee was made meet goals, deadlines, sales quotas or other internal measures of suc- organization is also paramount. Consider the following when
that coaching would keep the individual in the corporation, he felt cess. Sales organizations reported that all of the individuals who designing your survey: Who will see this data? How will it be used?
acknowledged and valued enough to take a second look at his career, received coaching made their sales quotas. Coaching was citied most What results will be reported back to individuals? What action will
and he decided to stay. When asked about his decision, he commented often as the reason for meeting the goals. In that organization, the vice the client organization take based on the results?
that anyone willing to offer him individualized attention must care president of sales stated, “This has been the most effective learning ini-
enough to keep him. tiative I have experienced in my career.” Coaching is no longer in its infancy. With more and more organi-
zations trusting it, and with studies being generated to prove ROI,
Impact studies are also used to measure coaching’s impact on individu- coaching is becoming a recognized standard in a variety of orga-
“ Coaching can improve als facing “burn out” or having unclear expectations about their roles nizational settings. Just ask a few of your colleagues if they’ve
within the company. About 25 percent of The Overland Group’s clients heard about it and see what they say! •
the bottom line.
” find ways to reinvent themselves, stay on with companies and contribute
in new and innovative ways. Considering the cost of recruiting, hiring
and training new employees can put an astonishing dollar amount, or
return on investment (ROI), on the bottom line.
Patricia Overland is a principal in The Overland Group and is a senior
coach for The Ken Blanchard Companies. Linda Miller, MCC, is the direc-
tor of Coaching Services for The Ken Blanchard Companies.

coaching tools coaching tools
• Languishing for innovative ways to enliven and refresh your coaching practice? Marcy Nelson-Garrison • The Labyrinth Inspiration Card Set, by Rebecca
Rodriguez, is another wonderful focusing tool. As you “walk” this fabric
• Just Be pendants and line of fine art cards by Leslie Bridger and
Kirsten Marion also provide great structures. And if you want something
researches and presents the latest in coaching tools — toys, books, and other hard technologies such as
phones and software. She suggests novel ways in which these products can be used or adapted. map with a guide stone and your finger, you invite intuition and bal- uniquely customized, there are two special offerings, Inspiration
ance and clear the mind for inspiration. “Silent Path” cards and Wands by Val Olson and Spirit Essence Dolls by Amy
“Expressive Path” cards help you reflect on and deepen your journey. Egenberger. Both of these products include a conversation with the
artist/coach so that they can capture what you want to convey or rein-
The Labyrinth force in yourself or your clients.
Inspiration Liberate yourself! Just Be …
Get Creative Card Set
with Q? Basics awakens
cards. inspiration.
Liberate your
creativity with
Chiji Pocket
Processor.
• Are you or your client looking for the perfect object for focus, inspi-
ration or celebration? The Wish Box helps honor dreams and visions,
and an Enrichuals Bracelet can help focus an intention.
Imagine, for example, wearing a bracelet called “What Your Soul
Knows” to remind you to trust your own inner knowing. Each bracelet
• Another product that lends itself well to imagery is Enrichuals,
by Suzanne Vadnais Monson. Each card has a unique collage of images
design comes with beautifully inspired words and suggestions to help and words on one side and richly affirming text on the other. Any indi-
you set intention. vidual card in this deck provides a wealth of opportunity for reflection,
Honor dreams with The Wish Box inquiry and discovery. I can see them being used in groups, in initial
client sessions and in daily reflection. Add an individual card to your
client welcome packet or include one with an invoice for some extra
spark and value added inspiration.
• I am very excited to point you to the Walking Meditation

CD by Jackie Levin, and to encourage you to experiment with it in a
group setting. The key is to help participants get clear about the ques-
• If you like creative ways to learn, you will like Q? Basics, by
Coaching Toys. This is a colorful deck of 48 basic, open-ended coaching
tion they want answered before they use the CD. Whether used individu-
ally or in a group, the experience of the guided meditation is enhanced
questions styled after the flash cards of your youth. It’s a fun way to
with a clear intention. The fact that movement is also a part of it adds
master the basics of open-ended questions and introduce them to stu-
dents or managers. It also makes a great completion gift for clients.
another level to the learning. •
• Chiji products by the Institute for Experiential Education
are perfect for creative facilitation of any group process. The Chiji
Marcy Nelson-Garrison is the President of Coaching Toys Inc.
• The great thing about images is the natural tendency we have to pro-
ject meaning onto them. Imagery can be used to elicit your client’s intu-
Processing Cards are a deck of simple, graphic images that
invite creative and flexible responses. They are also good for drawing
ition, stories, values, dreams or whatever is relevant in the moment. The out quiet participants. The Chiji Pocket Processor uses the
Art Guidance Cards, 32 beautifully painted abstractions by Karin yin/yang symbol, and each card reflects a set of polar opposites. They
Bauer, do just that. Projective tools like these are perfect for workshops. are a great way to generate lively discussion. Choose a card and ask,
Use them as a way to see where participants are in their learning, as a “Where are you on this continuum?” The possibilities for powerful
prompt for any exercise or to punctuate your learning points. inquiries with this tool are endless.

coaching tools coaching tools
• Languishing for innovative ways to enliven and refresh your coaching practice? Marcy Nelson-Garrison • The Labyrinth Inspiration Card Set, by Rebecca
Rodriguez, is another wonderful focusing tool. As you “walk” this fabric
• Just Be pendants and line of fine art cards by Leslie Bridger and
Kirsten Marion also provide great structures. And if you want something
researches and presents the latest in coaching tools — toys, books, and other hard technologies such as
phones and software. She suggests novel ways in which these products can be used or adapted. map with a guide stone and your finger, you invite intuition and bal- uniquely customized, there are two special offerings, Inspiration
ance and clear the mind for inspiration. “Silent Path” cards and Wands by Val Olson and Spirit Essence Dolls by Amy
“Expressive Path” cards help you reflect on and deepen your journey. Egenberger. Both of these products include a conversation with the
artist/coach so that they can capture what you want to convey or rein-
The Labyrinth force in yourself or your clients.
Inspiration Liberate yourself! Just Be …
Get Creative Card Set
with Q? Basics awakens
cards. inspiration.
Liberate your
creativity with
Chiji Pocket
Processor.
• Are you or your client looking for the perfect object for focus, inspi-
ration or celebration? The Wish Box helps honor dreams and visions,
and an Enrichuals Bracelet can help focus an intention.
Imagine, for example, wearing a bracelet called “What Your Soul
Knows” to remind you to trust your own inner knowing. Each bracelet
• Another product that lends itself well to imagery is Enrichuals,
by Suzanne Vadnais Monson. Each card has a unique collage of images
design comes with beautifully inspired words and suggestions to help and words on one side and richly affirming text on the other. Any indi-
you set intention. vidual card in this deck provides a wealth of opportunity for reflection,
Honor dreams with The Wish Box inquiry and discovery. I can see them being used in groups, in initial
client sessions and in daily reflection. Add an individual card to your
client welcome packet or include one with an invoice for some extra
spark and value added inspiration.
• I am very excited to point you to the Walking Meditation

CD by Jackie Levin, and to encourage you to experiment with it in a
group setting. The key is to help participants get clear about the ques-
• If you like creative ways to learn, you will like Q? Basics, by
Coaching Toys. This is a colorful deck of 48 basic, open-ended coaching
tion they want answered before they use the CD. Whether used individu-
ally or in a group, the experience of the guided meditation is enhanced
questions styled after the flash cards of your youth. It’s a fun way to
with a clear intention. The fact that movement is also a part of it adds
master the basics of open-ended questions and introduce them to stu-
dents or managers. It also makes a great completion gift for clients.
another level to the learning. •
• Chiji products by the Institute for Experiential Education
are perfect for creative facilitation of any group process. The Chiji
Marcy Nelson-Garrison is the President of Coaching Toys Inc.
• The great thing about images is the natural tendency we have to pro-
ject meaning onto them. Imagery can be used to elicit your client’s intu-
Processing Cards are a deck of simple, graphic images that
invite creative and flexible responses. They are also good for drawing
ition, stories, values, dreams or whatever is relevant in the moment. The out quiet participants. The Chiji Pocket Processor uses the
Art Guidance Cards, 32 beautifully painted abstractions by Karin yin/yang symbol, and each card reflects a set of polar opposites. They
Bauer, do just that. Projective tools like these are perfect for workshops. are a great way to generate lively discussion. Choose a card and ask,
Use them as a way to see where participants are in their learning, as a “Where are you on this continuum?” The possibilities for powerful
prompt for any exercise or to punctuate your learning points. inquiries with this tool are endless.

• What is Coaching? For
What Phil Sandahl, “coaching is

the process of imagining, clar-
ifying and choosing. It helps
you draw the map, select the
is coaching?
mode of transportation and,
in the process, learn a new
way to “travel.”
Photo by Kernie Guaida

It is the drop Coaching:
whose ripple An Empowering Choice
magine this scenario: One morning you decide that this is the day to leave home. You want
is felt around I to be someplace else. You walk out the front door, go down to the street and, at your front
door, you make your first choice: do you go left or right? Actually, it’s your second choice —
your first was to decide to leave home. However, you really don’t need a coach to help you
decide whether to turn right or left; you could just as easily flip a coin, follow a hunch or ask a
passing stranger.
the world... So what’s coaching and why is it becoming part of the mainstream? In its simplest form, coaching
has emerged over the last 15 years or so because it assists people in getting where they want to go
more efficiently and effectively and, in the process, they learn a new way to “travel.” It’s important
As we embark on this journey, we are mindful and appreciative of the ripple of excitement that has been created by to note that nobody needs a coach; not the way one needs food, clothing, shelter or healing from
all who have contributed and have brought us to this point. The drop that starts the ripple is what we sincerely hope injury or pain. Coaching is an additive that:
choice becomes for you, the coach, the client, the human resources practitioner and anyone else who embraces
coaching as a means of initiating a new way of traveling, growing and being in the world. • Clarifies direction and destination
• Unleashes potential and resources
• Accelerates progress
• Removes obstacles
S o, what is coaching? Coaching is … well, different things to different people. It can, among other things, empow-
er us to take risks, jump-start our careers, clarify and attain our goals, or improve our relationships — personally
and professionally. As one of our feature authors puts it, “Coaching helps us catch what we need, deflect the unneces-
• Builds bridges
Coaching could help you decide where you specifically wanted to get to when you leave home.
sary, and totally disregard the irrelevant.” And this is true not only at the personal level, but in the corporate world, as While “anywhere” may qualify, you’d no doubt have to make quite a few trials before you find the
well. “Coaching creates a context for decision-making in an organization where efficiency is the goal.” destination that fits.
And is it only the client who benefits? Since coaching is about mutuality, apparently not. Coaching is also about oaching is the process of imagining, clarifying and choosing. Coaching helps you draw the
“respect, unconditional support and bringing nothing but your very best to the table.” C map and select the mode of transportation. And the “you” could be an individual, a team or
an organization.
Are you ready for this voyage? Read on and find out…
Let’s take organizations as an example. These days, people in an organization can connect via cell
phone and share information just about anywhere in the world, any time of the day or night.
— Maureen A. Ford and Marguerite Martindale
Imagine for a moment that we were suddenly transported back to the days of the pony express.

• What is Coaching? For
What Phil Sandahl, “coaching is

the process of imagining, clar-
ifying and choosing. It helps
you draw the map, select the
is coaching?
mode of transportation and,
in the process, learn a new
way to “travel.”
Photo by Kernie Guaida

It is the drop Coaching:
whose ripple An Empowering Choice
magine this scenario: One morning you decide that this is the day to leave home. You want
is felt around I to be someplace else. You walk out the front door, go down to the street and, at your front
door, you make your first choice: do you go left or right? Actually, it’s your second choice —
your first was to decide to leave home. However, you really don’t need a coach to help you
decide whether to turn right or left; you could just as easily flip a coin, follow a hunch or ask a
passing stranger.
the world... So what’s coaching and why is it becoming part of the mainstream? In its simplest form, coaching
has emerged over the last 15 years or so because it assists people in getting where they want to go
more efficiently and effectively and, in the process, they learn a new way to “travel.” It’s important
As we embark on this journey, we are mindful and appreciative of the ripple of excitement that has been created by to note that nobody needs a coach; not the way one needs food, clothing, shelter or healing from
all who have contributed and have brought us to this point. The drop that starts the ripple is what we sincerely hope injury or pain. Coaching is an additive that:
choice becomes for you, the coach, the client, the human resources practitioner and anyone else who embraces
coaching as a means of initiating a new way of traveling, growing and being in the world. • Clarifies direction and destination
• Unleashes potential and resources
• Accelerates progress
• Removes obstacles
S o, what is coaching? Coaching is … well, different things to different people. It can, among other things, empow-
er us to take risks, jump-start our careers, clarify and attain our goals, or improve our relationships — personally
and professionally. As one of our feature authors puts it, “Coaching helps us catch what we need, deflect the unneces-
• Builds bridges
Coaching could help you decide where you specifically wanted to get to when you leave home.
sary, and totally disregard the irrelevant.” And this is true not only at the personal level, but in the corporate world, as While “anywhere” may qualify, you’d no doubt have to make quite a few trials before you find the
well. “Coaching creates a context for decision-making in an organization where efficiency is the goal.” destination that fits.
And is it only the client who benefits? Since coaching is about mutuality, apparently not. Coaching is also about oaching is the process of imagining, clarifying and choosing. Coaching helps you draw the
“respect, unconditional support and bringing nothing but your very best to the table.” C map and select the mode of transportation. And the “you” could be an individual, a team or
an organization.
Are you ready for this voyage? Read on and find out…
Let’s take organizations as an example. These days, people in an organization can connect via cell
phone and share information just about anywhere in the world, any time of the day or night.
— Maureen A. Ford and Marguerite Martindale
Imagine for a moment that we were suddenly transported back to the days of the pony express.

Decision-making could only move as fast as the average palomino over rough terrain. All right,
the analogy is extreme, but the notion is that coaching creates a context for decision-making in What to Look For • That the coaching profession
an organization where efficiency is the goal. It promotes clarity while reducing backtracking, sec- is growing by leaps and bounds is
ond-guessing or wandering aimlessly in dead-end canyons. Coaching individuals within an orga-
In a Coach obvious. Laura Berman Fortgang
nization has a similar impact — people can become focused, energized and effective. deconstructs the whys and the
oaching is a relatively young profes-
The same applies for individuals and teams. Coaching helps people determine their destination
C sion compared to say, the legal one.
Even so, there is a strong international
wherefores.
and gives them an incentive to stay on course to get there. association that upholds the ethics and
Photo by Peter Johnson

standards in the coaching arena — the
In today’s business world, organizations need every advantage they can find to be more adept,
more agile, more focused in order to achieve the results they need to survive and thrive. For indi-
viduals, the desire may be to live life more fully by their own unique definition. It might be a
more satisfying career, material well-being, stronger relationships — the goals may vary, but the
underlying process is essentially the same. Coaching helps leverage time, talent and resources to
International Coach Federation (ICF). As
such, it has established core competen-
cies for coaches, and a certification
process to ensure that the required criteria
are met. ICF certified coaches have fulfilled
rigorous standards for education and expe-
Coaching:
make the most of this day, this opportunity, this life.
The process of coaching involves an ongoing relationship where coach and client/coachee are
rience, and have agreed to maintain the
ethics of the profession. A Two-Way Street to Growth
companions and partners assisting the client in the client’s journey. Clients determine the goals; Because anyone can be called a coach
few years ago, there were a handful of professionals calling themselves coaches; now,
A
coaches bring the tools of their trade. The tools come in a variety of shapes and sizes, different challenge, there is a tremendous sense of sat-
and have all the relevant trappings such as
names and applications, but in one way or they number in the thousands. It must be an easy way to make a living, you might isfaction in being able to make a difference
business cards and stationery in a day, it’s
another the appropriate application can help always best to interview a potential coach
think. It isn’t really, because it is still prone to eliciting skepticism. So why are people so in areas they never imagined they’d be
“ Coaching helps
people find and stay the course. before beginning a professional relation- interested in joining the ranks? Perhaps it’s because coaching may be the only helping exposed to much less collaborate on.
ship. Ask where training was received and profession wherein the mutually beneficial outcome of personal growth is obvious and recognized.
make the most of
“ Coaching offers
whether the school is accredited with the
What makes coaching unique is the nature of ICF. Ask, also, if the prospective coach It may sound odd to imagine a business relationship where there is a personal growth opportunity
this life.
the conversation between coach and client. In
most other professional relationships there is
”
power or authority given to the provider. Coaching facilitates a peer relationship where both client
and coach can give 100 percent to the work for the sake of the client, while being equal in power
would be willing to give a sample coaching
session. In most cases, coaches who work
one on one with clients will agree to offer
a sample coaching session as a way of
for all involved. Does this mean coaches rely on their clients for help with their lives too?
Absolutely not! Coaching is very much designed for coaches to support their clients’ success but,
unlike therapy or counseling, coaches are free to bring their personal experiences to the relation-
ship. In fact, it is the degree of coaches’ self-development that determines their levels of success.
a tremendous
opportunity to push
the envelope.
”
determining whether or not client and
and authority and working together to get the client to the desired destination. At its best, this coach will make a good match. Beyond the
approach changes the nature of the conversation: coach and client create a new form of open, The most successful coaches are those who truly practice what they preach. They walk their talk.
resume that details education and experi-
engaged, truth telling. The result is empowering and authentic. Though human, they constantly strive to be responsible for the circumstances of their lives, and Since coaching works through process and is
ence, look for a person who is able to lis-
ten deeply, and ask the kinds of questions
do their best to be authentic and maintain high levels of integrity. It takes a keen self-awareness to not driven by an expertise peculiar to any one
Coaching works. A decade or more of evidence supports that. It works because individuals, teams that open new vistas for you. do this. The pay-off is a great sense of vitality, clarity and sense of purpose that becomes one of the industry, it can be cross-referenced into many
and organizations are able clarify choices, become aware when they are off track, and move for- main reasons why clients are interested in working with such coaches. At first it may not be appar- areas without misrepresentation. Also, having
ward effectively. It works because coaching creates empowered relationships and the ability to Coaching is an ongoing relationship ent to clients, but they often find themselves excited to work with those who are an example of this level of exposure to different people and
improve connections and achieve potential. designed to help you find answers and what’s possible. Anyone interested in personal growth can see how making a living “growing” can situations is in itself a tremendous opportuni-
move forward. This is different from a men- be an exciting prospect. ty for growth.
Coaching is an energetic profession that seems to release energy in others as a byproduct of the tor or consultant who has answers for hire.
It is also different from counseling or ther-
“ Coaching is about mutuality.

”
work. These days, coaches are helping clients draw extraordinary maps and build the bridges nec- So, why is coaching one of the fastest growing
apy, which is designed to heal, often by
essary to make their vision come alive. Nice work if you can get it. • conversations about the past.
professions at this time? It’s a two-way street
to growth in a relationship that relies on
Phil Sandahl, CPCC, is an international coach and coaching trainer with The Coaches Training Institute. One of the best things about being a coach is that after training, you can start coaching regardless of mutual respect, unconditional support and
Coaching is fundamentally about vision,
He is also co-author of Co-Active Coaching (Davies-Black Publishing). your level of experience. There will always be a client ready for what you have to offer. True to the law bringing nothing but your very best to the
goals, moving forward, learning from the
action taken and being true to oneself.
of attraction, coaches seem to draw people to them who are at similar levels in their development. table. As this profession continues to grow and
Coaching has the quality of peer relation- Successful coaches realize and seize the opportunity to grow along with the people they support. touch millions of lives, it’s potential for being
ship, similar to two companions walking the model on which open and honest com-
side by side. A coaching relationship might For those who want to push the envelope, coaching offers a tremendous opportunity to experi- munication is fashioned is astronomical. •
last a few months, two years or more, as ence a scope of different industries and disciplines. Some coaches are shy about stretching out-
long as the client continues to get value side of their comfort zone. They may feel too inexperienced to work with senior people in an Laura Berman Fortgang, MCC, is the author of
from the relationship. intimidating profession such as investment banking, for example. However, having risen to the Living Your Best Life (Tarcher/Penguin).

Decision-making could only move as fast as the average palomino over rough terrain. All right,
the analogy is extreme, but the notion is that coaching creates a context for decision-making in What to Look For • That the coaching profession
an organization where efficiency is the goal. It promotes clarity while reducing backtracking, sec- is growing by leaps and bounds is
ond-guessing or wandering aimlessly in dead-end canyons. Coaching individuals within an orga-
In a Coach obvious. Laura Berman Fortgang
nization has a similar impact — people can become focused, energized and effective. deconstructs the whys and the
oaching is a relatively young profes-
The same applies for individuals and teams. Coaching helps people determine their destination
C sion compared to say, the legal one.
Even so, there is a strong international
wherefores.
and gives them an incentive to stay on course to get there. association that upholds the ethics and
Photo by Peter Johnson

standards in the coaching arena — the
In today’s business world, organizations need every advantage they can find to be more adept,
more agile, more focused in order to achieve the results they need to survive and thrive. For indi-
viduals, the desire may be to live life more fully by their own unique definition. It might be a
more satisfying career, material well-being, stronger relationships — the goals may vary, but the
underlying process is essentially the same. Coaching helps leverage time, talent and resources to
International Coach Federation (ICF). As
such, it has established core competen-
cies for coaches, and a certification
process to ensure that the required criteria
are met. ICF certified coaches have fulfilled
rigorous standards for education and expe-
Coaching:
make the most of this day, this opportunity, this life.
The process of coaching involves an ongoing relationship where coach and client/coachee are
rience, and have agreed to maintain the
ethics of the profession. A Two-Way Street to Growth
companions and partners assisting the client in the client’s journey. Clients determine the goals; Because anyone can be called a coach
few years ago, there were a handful of professionals calling themselves coaches; now,
A
coaches bring the tools of their trade. The tools come in a variety of shapes and sizes, different challenge, there is a tremendous sense of sat-
and have all the relevant trappings such as
names and applications, but in one way or they number in the thousands. It must be an easy way to make a living, you might isfaction in being able to make a difference
business cards and stationery in a day, it’s
another the appropriate application can help always best to interview a potential coach
think. It isn’t really, because it is still prone to eliciting skepticism. So why are people so in areas they never imagined they’d be
“ Coaching helps
people find and stay the course. before beginning a professional relation- interested in joining the ranks? Perhaps it’s because coaching may be the only helping exposed to much less collaborate on.
ship. Ask where training was received and profession wherein the mutually beneficial outcome of personal growth is obvious and recognized.
make the most of
“ Coaching offers
whether the school is accredited with the
What makes coaching unique is the nature of ICF. Ask, also, if the prospective coach It may sound odd to imagine a business relationship where there is a personal growth opportunity
this life.
the conversation between coach and client. In
most other professional relationships there is
”
power or authority given to the provider. Coaching facilitates a peer relationship where both client
and coach can give 100 percent to the work for the sake of the client, while being equal in power
would be willing to give a sample coaching
session. In most cases, coaches who work
one on one with clients will agree to offer
a sample coaching session as a way of
for all involved. Does this mean coaches rely on their clients for help with their lives too?
Absolutely not! Coaching is very much designed for coaches to support their clients’ success but,
unlike therapy or counseling, coaches are free to bring their personal experiences to the relation-
ship. In fact, it is the degree of coaches’ self-development that determines their levels of success.
a tremendous
opportunity to push
the envelope.
”
determining whether or not client and
and authority and working together to get the client to the desired destination. At its best, this coach will make a good match. Beyond the
approach changes the nature of the conversation: coach and client create a new form of open, The most successful coaches are those who truly practice what they preach. They walk their talk.
resume that details education and experi-
engaged, truth telling. The result is empowering and authentic. Though human, they constantly strive to be responsible for the circumstances of their lives, and Since coaching works through process and is
ence, look for a person who is able to lis-
ten deeply, and ask the kinds of questions
do their best to be authentic and maintain high levels of integrity. It takes a keen self-awareness to not driven by an expertise peculiar to any one
Coaching works. A decade or more of evidence supports that. It works because individuals, teams that open new vistas for you. do this. The pay-off is a great sense of vitality, clarity and sense of purpose that becomes one of the industry, it can be cross-referenced into many
and organizations are able clarify choices, become aware when they are off track, and move for- main reasons why clients are interested in working with such coaches. At first it may not be appar- areas without misrepresentation. Also, having
ward effectively. It works because coaching creates empowered relationships and the ability to Coaching is an ongoing relationship ent to clients, but they often find themselves excited to work with those who are an example of this level of exposure to different people and
improve connections and achieve potential. designed to help you find answers and what’s possible. Anyone interested in personal growth can see how making a living “growing” can situations is in itself a tremendous opportuni-
move forward. This is different from a men- be an exciting prospect. ty for growth.
Coaching is an energetic profession that seems to release energy in others as a byproduct of the tor or consultant who has answers for hire.
It is also different from counseling or ther-
“ Coaching is about mutuality.

”
work. These days, coaches are helping clients draw extraordinary maps and build the bridges nec- So, why is coaching one of the fastest growing
apy, which is designed to heal, often by
essary to make their vision come alive. Nice work if you can get it. • conversations about the past.
professions at this time? It’s a two-way street
to growth in a relationship that relies on
Phil Sandahl, CPCC, is an international coach and coaching trainer with The Coaches Training Institute. One of the best things about being a coach is that after training, you can start coaching regardless of mutual respect, unconditional support and
Coaching is fundamentally about vision,
He is also co-author of Co-Active Coaching (Davies-Black Publishing). your level of experience. There will always be a client ready for what you have to offer. True to the law bringing nothing but your very best to the
goals, moving forward, learning from the
action taken and being true to oneself.
of attraction, coaches seem to draw people to them who are at similar levels in their development. table. As this profession continues to grow and
Coaching has the quality of peer relation- Successful coaches realize and seize the opportunity to grow along with the people they support. touch millions of lives, it’s potential for being
ship, similar to two companions walking the model on which open and honest com-
side by side. A coaching relationship might For those who want to push the envelope, coaching offers a tremendous opportunity to experi- munication is fashioned is astronomical. •
last a few months, two years or more, as ence a scope of different industries and disciplines. Some coaches are shy about stretching out-
long as the client continues to get value side of their comfort zone. They may feel too inexperienced to work with senior people in an Laura Berman Fortgang, MCC, is the author of
from the relationship. intimidating profession such as investment banking, for example. However, having risen to the Living Your Best Life (Tarcher/Penguin).

• Will Craig believes our attempt at partial restoration of the comparatively safe environment
we once enjoyed as an interdependent family unit may be an answer to the question …
self-contained reality of the nuclear family unit, and, increasingly, the stressful single-parenting
Why
household where resources — both financial and emotional — are stretched to breaking point.
Even if multigenerational family dwellings are not the answer to the ills of today's society, you’d
have to agree that the pendulum certainly has swung just a little too far in the opposite direction.
We interact with bank tellers and convenience store clerks without so much as looking them in the
eye. We see neighbors who have lived near us for months or even years and we don’t even know
their names. This conscious disconnect is often justified by the pace of our lives and, ironically,
the needs of our family. This fast food with fries on the side equivalent of modern day family and
community living is not nourishing to our bodies and minds, much less our soul.
Coaches unleash the power of partnership.

“ We have read the self-help books and listened to the self-help tapes. Unfortunately, they have been
”
of marginal assistance or, at best, less than we had hoped for. We can pat ourselves on the back at
our efforts to improve ourselves and admire those titles stacked in our bookcase. If we are honest,
however, we must admit they are now more “shelf help” than self-help. In the dark recesses of our
mind we recognize that we cannot do this alone.
For years, serious athletes, actors and politicians have all used personal coaches to help maximize
Life Coaching?
their skills and abilities. These professionals are often at the top of their game, yet wouldn’t think
Photo by Dane Wirtzfeld

of “going it alone.” Many of us are now recognizing the value of this unique relationship and are
adapting it to a personal level.
ife coaches are more than friends with whom to share problems. They are sounding boards for
L solutions to the challenges we face on a daily basis. They are mentors in some cases, cheer-
leaders in others. Part consultant, part family. Coaches unleash the power of partnership.
oaching is the equivalent of attending a motivational seminar where the speaker talks
C only about you and how to make the most of your gifts and talents. Coaching creates
an environment where you stay positive and charged up — not for a day or two —
but week after week. Life coaching might be most easily described as customized self-
help books and tapes brought to life.
With a coach, we do more than we would do on our own, go further and faster toward our goals,
and take ourselves more seriously. We have an accountability partner who shares our best interest
and keeps us moving forward. Life coaching is about taking action and making things happen.
Left to our own devices, we can often justify our average existence with the thought that we are
coping well, considering all that the world is throwing at us. A life coach helps us catch what we
Ask 10 different coaches why this burgeoning profession is coming into prominence and you’re need, deflect the unnecessary, and totally disregard the irrelevant.
likely to get 10 different answers. If we take a long view of where society has taken us individually
and collectively over the past century, the need for and benefits of personal coaching start to While we don’t have to do it alone, we are challenged to take responsibility for ourselves and to take
become apparent. action on our own behalf. Former Dallas Cowboys’ coach, Tom Landry, sums it up this way, “A
coach is someone who gets you to do what you don’t want to do, so you can be who you want to be.”
In America, at the turn of the nineteenth century, we were dependent upon one another for our very
existence. In spite of our pioneering spirit — or maybe because of the enormous risks we were tak- The time for life coaching is now. The reasons are the ones bouncing around in your head at this
ing in blazing trails across this new country — we needed each other for our most basic needs. very moment. The question now becomes, are you ready for the rewards that come with taking the
As we skip through the subsequent decades and observe the morphic changes of society, we notice
game of life to the next level? •
a gradual disconnection of the tight bonds previously necessary to survive. The traditional family Will Craig is president of the Coach Training Alliance. He is the author of the “Fill Your Coaching
unit shrinks from the often-supportive environment of multigenerational sharing to the so-called Practice” and co-author of the popular “Coach Training Accelerator,” software packages.

• Will Craig believes our attempt at partial restoration of the comparatively safe environment
we once enjoyed as an interdependent family unit may be an answer to the question …
self-contained reality of the nuclear family unit, and, increasingly, the stressful single-parenting
Why
household where resources — both financial and emotional — are stretched to breaking point.
Even if multigenerational family dwellings are not the answer to the ills of today's society, you’d
have to agree that the pendulum certainly has swung just a little too far in the opposite direction.
We interact with bank tellers and convenience store clerks without so much as looking them in the
eye. We see neighbors who have lived near us for months or even years and we don’t even know
their names. This conscious disconnect is often justified by the pace of our lives and, ironically,
the needs of our family. This fast food with fries on the side equivalent of modern day family and
community living is not nourishing to our bodies and minds, much less our soul.
Coaches unleash the power of partnership.

“ We have read the self-help books and listened to the self-help tapes. Unfortunately, they have been
”
of marginal assistance or, at best, less than we had hoped for. We can pat ourselves on the back at
our efforts to improve ourselves and admire those titles stacked in our bookcase. If we are honest,
however, we must admit they are now more “shelf help” than self-help. In the dark recesses of our
mind we recognize that we cannot do this alone.
For years, serious athletes, actors and politicians have all used personal coaches to help maximize
Life Coaching?
their skills and abilities. These professionals are often at the top of their game, yet wouldn’t think
Photo by Dane Wirtzfeld

of “going it alone.” Many of us are now recognizing the value of this unique relationship and are
adapting it to a personal level.
ife coaches are more than friends with whom to share problems. They are sounding boards for
L solutions to the challenges we face on a daily basis. They are mentors in some cases, cheer-
leaders in others. Part consultant, part family. Coaches unleash the power of partnership.
oaching is the equivalent of attending a motivational seminar where the speaker talks
C only about you and how to make the most of your gifts and talents. Coaching creates
an environment where you stay positive and charged up — not for a day or two —
but week after week. Life coaching might be most easily described as customized self-
help books and tapes brought to life.
With a coach, we do more than we would do on our own, go further and faster toward our goals,
and take ourselves more seriously. We have an accountability partner who shares our best interest
and keeps us moving forward. Life coaching is about taking action and making things happen.
Left to our own devices, we can often justify our average existence with the thought that we are
coping well, considering all that the world is throwing at us. A life coach helps us catch what we
Ask 10 different coaches why this burgeoning profession is coming into prominence and you’re need, deflect the unnecessary, and totally disregard the irrelevant.
likely to get 10 different answers. If we take a long view of where society has taken us individually
and collectively over the past century, the need for and benefits of personal coaching start to While we don’t have to do it alone, we are challenged to take responsibility for ourselves and to take
become apparent. action on our own behalf. Former Dallas Cowboys’ coach, Tom Landry, sums it up this way, “A
coach is someone who gets you to do what you don’t want to do, so you can be who you want to be.”
In America, at the turn of the nineteenth century, we were dependent upon one another for our very
existence. In spite of our pioneering spirit — or maybe because of the enormous risks we were tak- The time for life coaching is now. The reasons are the ones bouncing around in your head at this
ing in blazing trails across this new country — we needed each other for our most basic needs. very moment. The question now becomes, are you ready for the rewards that come with taking the
As we skip through the subsequent decades and observe the morphic changes of society, we notice
game of life to the next level? •
a gradual disconnection of the tight bonds previously necessary to survive. The traditional family Will Craig is president of the Coach Training Alliance. He is the author of the “Fill Your Coaching
unit shrinks from the often-supportive environment of multigenerational sharing to the so-called Practice” and co-author of the popular “Coach Training Accelerator,” software packages.

welcome letters icf corner
Dear choice readers: • “Tensions can arise between making money and
Welcome choice! putting clients’ interests first.” Dolly M. Garlo and David
I'd like to offer my personal congratulations, including those of the Matthew Prior encourage coaches to develop a culture
International Coach Federation’s (ICF) Board of Directors, management and On behalf on the International of business practice founded on an ethical framework.
staff, to the brilliant team that put together the first-ever magazine devoted to Coach Federation, Greater Toronto
the coaching profession — choice! Area (GTA) Chapter, we would like
The timing is perfect for this exciting new initiative! With ICF members in
more than 33 countries, we face the challenge of creating flexible models that
to congratulate you on your pre-
mier edition of choice, the maga-
zine of professional coaching.
Committing to an
Photo by Erick Jones

support and nurture members and chapters around the world. More and more, coaches and their
clients are seeking to communicate, collaborate, share best practices, and explore new and innova- To have a resource such as this
Ethical Framework:
tive methodologies, ideas and directions in the enhancement of excellence in coaching. The initia-
A Powerful
magazine not only symbolizes the
tive at choice fills this need. ICF is proud to be allied with this high-quality publication that also status of our profession, but also
supports our goals: gives us a visual place to play and
present a diversity of opinions,
Choice
Our mission is to be the global forum for the art and science of coaching, where we
opportunities, challenges and
inspire transformational conversations, advocate excellence, and expand awareness
insights. Thank you for creating
of the contribution that coaching is to the future of humankind.
this space for coaching to have a
The magazine of professional coaching, choice stands with us in these important conversations, powerful voice. We wish you all the
and in expanding awareness in support of the gold standard of ethics for coaches. success in becoming everyone’s new
oaches are specialists in assisting clients to operate from
choice.
C authentic choice. We coach them to sort through conflicting
Photo by Sarah Skiba

The appearance on the coaching scene of choice magazine has a very direct and positive effect on
the ICF's most important initiatives, and helps us move forward with ever-increasing credibility, choices, prioritize among a number of choices, expand upon
respect and support for our high standards. the choices available to them, or to create new life and career
designs based on conscious choices.
Some of the areas we will be addressing in coming months include:
One especially important choice coaches may make is to pursue their incentive for the coach to continue working with that client rather than
• The perception and awareness of coaching. This speaks to regaining employees’ loyalty
end the coaching relationship or make a referral. In such cases, contin-
work ethically and with a commitment to continued professional growth.
and trust in the workplace, and the public’s in the corporate boardrooms. Coaching is gaining Cassandra L. Gierden
This sets the true coaching professional apart from others who are quick uing to work with the client may not be harmful, but may still not be in
ground in holding the leaders in both arenas to higher standards of competency and ethics. President,
to adopt the business title “coach” without completing a course of coach the best interest of the client.
International Coach Federation,
• Credentials and ethical standards. ICF credentials and the ICF Standards of Ethical
GTA Chapter
training, seeking professional credentials, committing themselves to a
Conduct are becoming the gold standard for public trust, and a model for our goal of becoming code of ethics and agreeing to be held accountable for their professional Other situations such as conflicts of interest, improper giving or receiv-
a self-regulating profession. conduct. By their demonstration and effort, coaches who do commit to ing of gifts or other compensation, maintaining confidentiality especial-
these professional business practices inspire both their colleagues and ly in a third-party payment arrangement (e.g., an employer paying for
• Research and statistics. There are many important questions about professional specialties, their clients to continued growth, and contribute to a better society. the coaching of an employee) can result from the tension between busi-
niches, client types, situations, numbers of coaches, income, education and the like. Since ness (making money) and professionalism (putting the client’s interests
professional coaching is an ever-changing universe, research must be ongoing. first). Resolving such situations is determined by the coach’s chosen
Coaches likewise make important choices:
The ICF is pleased to welcome choice to our Annual Conference, “Model of Excellence” to be held in business culture.
• To be coached themselves, both experiencing and demonstrating
Denver, Colorado from November 13 – 15, 2003. the power and value of coaching as a practice
• To coach clients in a private business practice or bring coaching Whether working in a group, as a solo practitioner or in an internal cor-
I thank you all for your contributions to our ongoing efforts, and your valuable resources in support principles into a workplace porate coaching position, that culture can be what Michael G. Daigneault,
of the coaching profession. • To serve a particular niche attorney and past-president of the Washington, D.C. based Ethics Resource
• To work with individuals or groups Center, calls a “breeding ground for unethical behavior” without a clear
We, at ICF, are pleased to choose choice as our magazine alliance! • To provide complimentary coaching in the community or to
people who could not otherwise afford coaching services vision, high standards and strong support for ethical behavior.1
Best regards,
While ethical behavior is not always the easiest path, taking it supports
Whether coaches work in a solo practice, in professional groups or the freedom to choose. In a speech to a Boston University graduating
inside an organization, there may be business tensions between making class, university president Dr. John Silber described the personal choice
money and satisfactorily serving a client. For example, when a client required to walk that path. He recounted eminent English judge, Lord
Judith F. Feld, MCC
has achieved the desired goals, or may be better served by another coach John Fletcher Moulton’s 1924 definition of ethics as the “domain of obe-
ICF President
(or another type of professional service), there remains a financial dience to the unenforceable” — a continuum defined by a sense of

welcome letters icf corner
Dear choice readers: • “Tensions can arise between making money and
Welcome choice! putting clients’ interests first.” Dolly M. Garlo and David
I'd like to offer my personal congratulations, including those of the Matthew Prior encourage coaches to develop a culture
International Coach Federation’s (ICF) Board of Directors, management and On behalf on the International of business practice founded on an ethical framework.
staff, to the brilliant team that put together the first-ever magazine devoted to Coach Federation, Greater Toronto
the coaching profession — choice! Area (GTA) Chapter, we would like
The timing is perfect for this exciting new initiative! With ICF members in
more than 33 countries, we face the challenge of creating flexible models that
to congratulate you on your pre-
mier edition of choice, the maga-
zine of professional coaching.
Committing to an
Photo by Erick Jones

support and nurture members and chapters around the world. More and more, coaches and their
clients are seeking to communicate, collaborate, share best practices, and explore new and innova- To have a resource such as this
Ethical Framework:
tive methodologies, ideas and directions in the enhancement of excellence in coaching. The initia-
A Powerful
magazine not only symbolizes the
tive at choice fills this need. ICF is proud to be allied with this high-quality publication that also status of our profession, but also
supports our goals: gives us a visual place to play and
present a diversity of opinions,
Choice
Our mission is to be the global forum for the art and science of coaching, where we
opportunities, challenges and
inspire transformational conversations, advocate excellence, and expand awareness
insights. Thank you for creating
of the contribution that coaching is to the future of humankind.
this space for coaching to have a
The magazine of professional coaching, choice stands with us in these important conversations, powerful voice. We wish you all the
and in expanding awareness in support of the gold standard of ethics for coaches. success in becoming everyone’s new
oaches are specialists in assisting clients to operate from
choice.
C authentic choice. We coach them to sort through conflicting
Photo by Sarah Skiba

The appearance on the coaching scene of choice magazine has a very direct and positive effect on
the ICF's most important initiatives, and helps us move forward with ever-increasing credibility, choices, prioritize among a number of choices, expand upon
respect and support for our high standards. the choices available to them, or to create new life and career
designs based on conscious choices.
Some of the areas we will be addressing in coming months include:
One especially important choice coaches may make is to pursue their incentive for the coach to continue working with that client rather than
• The perception and awareness of coaching. This speaks to regaining employees’ loyalty
end the coaching relationship or make a referral. In such cases, contin-
work ethically and with a commitment to continued professional growth.
and trust in the workplace, and the public’s in the corporate boardrooms. Coaching is gaining Cassandra L. Gierden
This sets the true coaching professional apart from others who are quick uing to work with the client may not be harmful, but may still not be in
ground in holding the leaders in both arenas to higher standards of competency and ethics. President,
to adopt the business title “coach” without completing a course of coach the best interest of the client.
International Coach Federation,
• Credentials and ethical standards. ICF credentials and the ICF Standards of Ethical
GTA Chapter
training, seeking professional credentials, committing themselves to a
Conduct are becoming the gold standard for public trust, and a model for our goal of becoming code of ethics and agreeing to be held accountable for their professional Other situations such as conflicts of interest, improper giving or receiv-
a self-regulating profession. conduct. By their demonstration and effort, coaches who do commit to ing of gifts or other compensation, maintaining confidentiality especial-
these professional business practices inspire both their colleagues and ly in a third-party payment arrangement (e.g., an employer paying for
• Research and statistics. There are many important questions about professional specialties, their clients to continued growth, and contribute to a better society. the coaching of an employee) can result from the tension between busi-
niches, client types, situations, numbers of coaches, income, education and the like. Since ness (making money) and professionalism (putting the client’s interests
professional coaching is an ever-changing universe, research must be ongoing. first). Resolving such situations is determined by the coach’s chosen
Coaches likewise make important choices:
The ICF is pleased to welcome choice to our Annual Conference, “Model of Excellence” to be held in business culture.
• To be coached themselves, both experiencing and demonstrating
Denver, Colorado from November 13 – 15, 2003. the power and value of coaching as a practice
• To coach clients in a private business practice or bring coaching Whether working in a group, as a solo practitioner or in an internal cor-
I thank you all for your contributions to our ongoing efforts, and your valuable resources in support principles into a workplace porate coaching position, that culture can be what Michael G. Daigneault,
of the coaching profession. • To serve a particular niche attorney and past-president of the Washington, D.C. based Ethics Resource
• To work with individuals or groups Center, calls a “breeding ground for unethical behavior” without a clear
We, at ICF, are pleased to choose choice as our magazine alliance! • To provide complimentary coaching in the community or to
people who could not otherwise afford coaching services vision, high standards and strong support for ethical behavior.1
Best regards,
While ethical behavior is not always the easiest path, taking it supports
Whether coaches work in a solo practice, in professional groups or the freedom to choose. In a speech to a Boston University graduating
inside an organization, there may be business tensions between making class, university president Dr. John Silber described the personal choice
money and satisfactorily serving a client. For example, when a client required to walk that path. He recounted eminent English judge, Lord
Judith F. Feld, MCC
has achieved the desired goals, or may be better served by another coach John Fletcher Moulton’s 1924 definition of ethics as the “domain of obe-
ICF President
(or another type of professional service), there remains a financial dience to the unenforceable” — a continuum defined by a sense of

icf corner
duty and focus on the public good, which Moulton noted involves To that end, ICF members and ICF credentialed coaches agree on a phi-
Coaching
“doing right where there is no one to make you do it but yourself.”2 losophy and definition of coaching and to follow a set of ethical coach- A Life of Meaning
Advertise
Erickson College
The law, according to the judge, holds one to a lower standard — mere ing standards that focus on: and Contribution
obedience to the enforceable: break the law and you will be compelled to • Clients,
pay a price by external forces. • Related third parties,
• Colleague relationships, and
• Issues affecting the public at large.
“ Coaching is ultimately
about choices.
”
Further, coaches who pursue an ICF credential must:
• Acquire a high level of coaching proficiency and experience,
• Maintain continuing education hours, and your
• Demonstrate a working knowledge of coaching ethics.
thics is a choice to conduct oneself in keeping with a set of core
E
business
values, to be self-regulated. Rushworth M. Kidder, founder and pres- You are invited to
Both ICF member and credentialed coaches then make the most impor-
ident of the Institute for Global Ethics, puts it this way: “As the ethics of the Art & Science
tant choice in professional coaching by taking the following pledge:
self-regulation [diminishes] . . . the law [rushes] in to fill the void.” 3
of Coaching 15 day
Strong ethics are the most important foundation for an industry to As a professional coach, I acknowledge and agree to honor
maintain self-regulation; otherwise government will step in and regu-
Certification Program.
my ethical obligations to my coaching clients and colleagues
If you are committed to
with us!
late, if needed, to protect the welfare of the public. and to the public at large. I pledge to comply with ICF Code
increasing your business success,
of Ethics, to treat people with dignity as independent and
dramatically advancing your
With such a sense of duty, focus on public good and a commitment to equal human beings, and to model these standards with career and deeply enhancing your
excellence, the pioneers of coaching chose to build the profession on an those whom I coach. If I breach this Pledge of Ethics or any own and others' quality of life,
ethical foundation. That foundation was formed initially by the efforts part of the ICF Code of Ethics, I agree that the ICF in its sole these accelerated success tools
of two professional coaching organizations — the former Professional discretion may hold me accountable for so doing. I further are a key resource. You are invited
and Personal Coaches Association and the International Coach agree that my accountability to the ICF for any breach may to the Art & Science of Coaching
Federation (ICF), which merged under the ICF name in 1998. Their include loss of my ICF membership or my ICF credentials. 15-Day Certification Program.
ethics committees designed the first ethical standards in this newly
emerging service industry. This choice, pledging to be held accountable for ethical conduct, builds
Erickson College is one of the
public confidence in this young and growing profession.
world's fastest growing coaching
The ICF now maintains its Code of Ethics for members, one of the
Coaches are encouraged to develop a culture of business practice found-
At choice, we are also dedicated schools, with over 375 people
strongest sets of ethical standards in the coaching profession.4 The ICF enrolled in 2003, 3 Master
ed on an ethical framework. It is important not only for their clients and
also initiated the credentialing of coaches (who need not be ICF mem-
the public; it is the critical foundation for coaches themselves and the
to helping you get the word out about Certified Coaches to mentor our
students and 5 new locations.
bers) based upon demonstration of competency in its 11 distinctly
integrity of the profession. Choosing to coach ethically also safeguards
defined core-coaching areas.5 The foundational competency to be
demonstrated is an understanding of coaching ethics and standards, independent professional oversight by protecting those whom coaches
your business. To advertise with us, We create great coaches and give
them the powerful tools to
serve. And isn’t coaching ultimately about fueling the freedom to make contribute even more effectively
and applying them appropriately in coaching situations. send your ads and/or enquiries to
the most of one’s choices? • and meaningfully.
Going even further, ICF administers the profession’s first and only self-
Dolly Garlo, RN, JD, PCC, is the President of Thrive!! Inc. David Matthew Prior, advertising@choice-online.com,
regulatory, peer review-based Ethical Conduct Review (ECR) process, a MCC, MBA, is the President of Getacoach.com LLC. Both Dolly and David cur-
forum to which individuals can bring complaints about alleged unethi- rently serve as the co-chairs of the International Coach Federation’s Ethics and along with your name and e-mail address.
cal conduct by ICF members or ICF credentialed coaches. The process Standards Committee.
provides for review, investigation and response to alleged unethical prac-
tices or behavior that deviate from the ICF Code of Ethics. The Code and
ECR process were developed to promote professional and ethical coach- End Notes
A H U M A N D E V E L O P M E N T
ing practices, and to raise the awareness of people outside the profession 1. See his full article, “Ethics & Professionalism: Why Good People Do Bad C O M PA N Y
Things,” at http://www.ethics.org/resources/article_detail.cfm?ID=30.
about the integrity, commitment and ethical conduct of ICF members For choice advertising guidelines, visit us at: Toll Free: 1 800 665 6949
2. Silber’s speech, first reprinted in The New Criterion can be accessed at
and credentialed coaches. By developing its organizational culture on http://www.newcriterion.com/archive/13/jun95/silber.htm. Fax: 604 879 7234 • email: info@erickson.edu
2021 Columbia St., Vancouver, BC, Canada V5Y 3C9
this foundation, the ICF models a vision, standards and support for ethi- 3. Read Kidder’s article "There's Only Ethics . . ." at
cal behavior that coaches can integrate into their business practices. http://www.globalethics.org/corp/keynotes.html. www.choice-online.com www.ericksoncollege.com
4. See http://www.coachfederation.org/ethics/index.htm.
5. See http://www.coachfederation.org/credentialing/en/index.htm. Vancouver • Portland • Calgary • London • Oslo • Moscow • Kiev

icf corner
duty and focus on the public good, which Moulton noted involves To that end, ICF members and ICF credentialed coaches agree on a phi-
Coaching
“doing right where there is no one to make you do it but yourself.”2 losophy and definition of coaching and to follow a set of ethical coach- A Life of Meaning
Advertise
Erickson College
The law, according to the judge, holds one to a lower standard — mere ing standards that focus on: and Contribution
obedience to the enforceable: break the law and you will be compelled to • Clients,
pay a price by external forces. • Related third parties,
• Colleague relationships, and
• Issues affecting the public at large.
“ Coaching is ultimately
about choices.
”
Further, coaches who pursue an ICF credential must:
• Acquire a high level of coaching proficiency and experience,
• Maintain continuing education hours, and your
• Demonstrate a working knowledge of coaching ethics.
thics is a choice to conduct oneself in keeping with a set of core
E
business
values, to be self-regulated. Rushworth M. Kidder, founder and pres- You are invited to
Both ICF member and credentialed coaches then make the most impor-
ident of the Institute for Global Ethics, puts it this way: “As the ethics of the Art & Science
tant choice in professional coaching by taking the following pledge:
self-regulation [diminishes] . . . the law [rushes] in to fill the void.” 3
of Coaching 15 day
Strong ethics are the most important foundation for an industry to As a professional coach, I acknowledge and agree to honor
maintain self-regulation; otherwise government will step in and regu-
Certification Program.
my ethical obligations to my coaching clients and colleagues
If you are committed to
with us!
late, if needed, to protect the welfare of the public. and to the public at large. I pledge to comply with ICF Code
increasing your business success,
of Ethics, to treat people with dignity as independent and
dramatically advancing your
With such a sense of duty, focus on public good and a commitment to equal human beings, and to model these standards with career and deeply enhancing your
excellence, the pioneers of coaching chose to build the profession on an those whom I coach. If I breach this Pledge of Ethics or any own and others' quality of life,
ethical foundation. That foundation was formed initially by the efforts part of the ICF Code of Ethics, I agree that the ICF in its sole these accelerated success tools
of two professional coaching organizations — the former Professional discretion may hold me accountable for so doing. I further are a key resource. You are invited
and Personal Coaches Association and the International Coach agree that my accountability to the ICF for any breach may to the Art & Science of Coaching
Federation (ICF), which merged under the ICF name in 1998. Their include loss of my ICF membership or my ICF credentials. 15-Day Certification Program.
ethics committees designed the first ethical standards in this newly
emerging service industry. This choice, pledging to be held accountable for ethical conduct, builds
Erickson College is one of the
public confidence in this young and growing profession.
world's fastest growing coaching
The ICF now maintains its Code of Ethics for members, one of the
Coaches are encouraged to develop a culture of business practice found-
At choice, we are also dedicated schools, with over 375 people
strongest sets of ethical standards in the coaching profession.4 The ICF enrolled in 2003, 3 Master
ed on an ethical framework. It is important not only for their clients and
also initiated the credentialing of coaches (who need not be ICF mem-
the public; it is the critical foundation for coaches themselves and the
to helping you get the word out about Certified Coaches to mentor our
students and 5 new locations.
bers) based upon demonstration of competency in its 11 distinctly
integrity of the profession. Choosing to coach ethically also safeguards
defined core-coaching areas.5 The foundational competency to be
demonstrated is an understanding of coaching ethics and standards, independent professional oversight by protecting those whom coaches
your business. To advertise with us, We create great coaches and give
them the powerful tools to
serve. And isn’t coaching ultimately about fueling the freedom to make contribute even more effectively
and applying them appropriately in coaching situations. send your ads and/or enquiries to
the most of one’s choices? • and meaningfully.
Going even further, ICF administers the profession’s first and only self-
Dolly Garlo, RN, JD, PCC, is the President of Thrive!! Inc. David Matthew Prior, advertising@choice-online.com,
regulatory, peer review-based Ethical Conduct Review (ECR) process, a MCC, MBA, is the President of Getacoach.com LLC. Both Dolly and David cur-
forum to which individuals can bring complaints about alleged unethi- rently serve as the co-chairs of the International Coach Federation’s Ethics and along with your name and e-mail address.
cal conduct by ICF members or ICF credentialed coaches. The process Standards Committee.
provides for review, investigation and response to alleged unethical prac-
tices or behavior that deviate from the ICF Code of Ethics. The Code and
ECR process were developed to promote professional and ethical coach- End Notes
A H U M A N D E V E L O P M E N T
ing practices, and to raise the awareness of people outside the profession 1. See his full article, “Ethics & Professionalism: Why Good People Do Bad C O M PA N Y
Things,” at http://www.ethics.org/resources/article_detail.cfm?ID=30.
about the integrity, commitment and ethical conduct of ICF members For choice advertising guidelines, visit us at: Toll Free: 1 800 665 6949
2. Silber’s speech, first reprinted in The New Criterion can be accessed at
and credentialed coaches. By developing its organizational culture on http://www.newcriterion.com/archive/13/jun95/silber.htm. Fax: 604 879 7234 • email: info@erickson.edu
2021 Columbia St., Vancouver, BC, Canada V5Y 3C9
this foundation, the ICF models a vision, standards and support for ethi- 3. Read Kidder’s article "There's Only Ethics . . ." at
cal behavior that coaches can integrate into their business practices. http://www.globalethics.org/corp/keynotes.html. www.choice-online.com www.ericksoncollege.com
4. See http://www.coachfederation.org/ethics/index.htm.
5. See http://www.coachfederation.org/credentialing/en/index.htm. Vancouver • Portland • Calgary • London • Oslo • Moscow • Kiev

corporate leadership corporate leadership
vision of what is possible. That’s what really excites me … when I So, if everyone were living on purpose, I really believe that we would
• Andrea Bauer chats with Rich Fettke, an accomplished speaker, have people take a look at who they really are, and what they really have a much more peaceful society because people would be happier.
author and coach, about what it means to be “on purpose.” want, and help them get beyond the limitations of their own mind and When people are off purpose, and they feel like they are going to work
then go after it. because they have to, or they are not taking care of themselves physical-
Purpose
ly, or their relationships are all messed up, they start getting bitter. They
Was there a time in your life where you realized that there
was such a thing as purpose? Have you always been con-
get mad at themselves, and they turn that anger on other people. •
scious of it, even as a young child? Andrea Bauer is the creator of Soul Surveys™, an innovative collection of
No, growing up, I wanted to be … I really saw myself as an artist. I interviews conducted with people around the globe on a variety of topics.
Rich Fettke On took a lot of art courses, was always drawing and creating, and that’s
what I focused on in school. When I got into community college, I
signed up for art because I had done so badly in high school. My focus
was to be a commercial artist.
Then, when I got into bodybuilding, I started to build my body and to
be interested in the body, and I started to lean toward chiropractic and
the whole physical side of things. Then from there, I opened up a
first met Rich Fettke — former president of Professional and Personal Coaches Association, health club and I really got intrigued and interested in the business
I past vice president of the International Coach Federation and one of its first Master Certified
Coaches — in 1998 at a course on professional coaching that he was leading in San
Francisco. Fresh faced and exuberant, Rich lit up the room with his passion for coaching.
His energy was contagious; he was a man on purpose.
side of things.
When I look back, I have always done some type of business. Since I
was in fourth grade, I was doing something business related. So, busi-
ness really fascinated me, and then it shifted to growing and develop-
ing myself, and seeing that I was not stuck with the person I thought
Rich believes you can overcome your fears, and demonstrates this in his “Extreme Adventure Days” I was. That carried over. I saw what it did for me, so I started to do
program where, to name just a few of the adrenaline-pumping activities offered, you can rappel off that with others.
a 100-foot cliff or jump out of a plane. Rich’s message remains clear: Extreme success can be yours
Would you say that the changes you made were about follow-
without struggle. In his first book, Extreme Success, [Fireside/Simon & Schuster] Rich applies
ing your interests and letting yourself flow?
lessons he has learned from his own life’s experience as an extreme athlete. He outlines how to help
Yes, exactly. I have a real hard time being limited. So with the art I
others conquer their fears, to focus and to form partnerships to achieve more with ease.
started to see … well, if I do the art, someone is telling me what I need
to draw or create. I did not like the idea of that. So when I got into chi-
I met with Rich at his home in Walnut Creek, California earlier this year to interview him on the
ropractic, I thought, “This is where I can be my own boss and all.” But
topic of “purpose” and to learn more about this man who has accomplished so much and has
then I saw … this is doing the same thing, every day, over and over.
had a impact on so many.
And then in business it seemed like there was no limit. I could go any-
Q+A
where, do anything, start whatever business I wanted to, and the same
AB: Rich, how do you define “purpose”? with personal growth, development and business development.
RF: I would say it is more a feeling, a feeling of a sense of energy and focus. It’s when you don’t
or Rich, purpose and values are synonymous. In his life and in his
feel you have to fill a void. You are captivated by what you are doing, and it does not necessarily
have to be work. I really see purpose as someone pushing their limits, going beyond what they F work, he continues to honor his own values of risk, no limits and
fun. After exploring further with Rich about how he connects to and
think they can do, surprising [him- or herself], and getting a sense of fulfillment and excite-
ment from that. stays on purpose, the role that values play, and his perspective on
money and purpose, we looked at what impact it might have on the
Can one have different purposes or do you see one overarching theme that people world if everyone were living on purpose.
work toward?
I would say that there are multiple purposes, just as I think there are thousands of different peo- What would the world look like if everybody were living his or
ple you could get married to and be in love with. I don’t see purpose as something that is God her life on purpose?
given, or Universe given or just what you are born to do. I really see it as something that you dis- If everyone were living on purpose, it would be a much more peaceful
cover, and it’s a combination of our life experiences. The challenges and the periods of growth world. That is one of the major driving forces behind my work. I really
and excitement that we have growing up — they all come together to make us who we are, and believe that when people are living on purpose or are growing and
that creates purpose for us. developing — if they are going after and living the life they want —
they are not as frustrated. So they are nicer to each other, and that’s
What do you see your purpose as being right now? the way to world peace.
Encouraging people and inspiring them to go after what they want … right now. To expand their

corporate leadership corporate leadership
vision of what is possible. That’s what really excites me … when I So, if everyone were living on purpose, I really believe that we would
• Andrea Bauer chats with Rich Fettke, an accomplished speaker, have people take a look at who they really are, and what they really have a much more peaceful society because people would be happier.
author and coach, about what it means to be “on purpose.” want, and help them get beyond the limitations of their own mind and When people are off purpose, and they feel like they are going to work
then go after it. because they have to, or they are not taking care of themselves physical-
Purpose
ly, or their relationships are all messed up, they start getting bitter. They
Was there a time in your life where you realized that there
was such a thing as purpose? Have you always been con-
get mad at themselves, and they turn that anger on other people. •
scious of it, even as a young child? Andrea Bauer is the creator of Soul Surveys™, an innovative collection of
No, growing up, I wanted to be … I really saw myself as an artist. I interviews conducted with people around the globe on a variety of topics.
Rich Fettke On took a lot of art courses, was always drawing and creating, and that’s
what I focused on in school. When I got into community college, I
signed up for art because I had done so badly in high school. My focus
was to be a commercial artist.
Then, when I got into bodybuilding, I started to build my body and to
be interested in the body, and I started to lean toward chiropractic and
the whole physical side of things. Then from there, I opened up a
first met Rich Fettke — former president of Professional and Personal Coaches Association, health club and I really got intrigued and interested in the business
I past vice president of the International Coach Federation and one of its first Master Certified
Coaches — in 1998 at a course on professional coaching that he was leading in San
Francisco. Fresh faced and exuberant, Rich lit up the room with his passion for coaching.
His energy was contagious; he was a man on purpose.
side of things.
When I look back, I have always done some type of business. Since I
was in fourth grade, I was doing something business related. So, busi-
ness really fascinated me, and then it shifted to growing and develop-
ing myself, and seeing that I was not stuck with the person I thought
Rich believes you can overcome your fears, and demonstrates this in his “Extreme Adventure Days” I was. That carried over. I saw what it did for me, so I started to do
program where, to name just a few of the adrenaline-pumping activities offered, you can rappel off that with others.
a 100-foot cliff or jump out of a plane. Rich’s message remains clear: Extreme success can be yours
Would you say that the changes you made were about follow-
without struggle. In his first book, Extreme Success, [Fireside/Simon & Schuster] Rich applies
ing your interests and letting yourself flow?
lessons he has learned from his own life’s experience as an extreme athlete. He outlines how to help
Yes, exactly. I have a real hard time being limited. So with the art I
others conquer their fears, to focus and to form partnerships to achieve more with ease.
started to see … well, if I do the art, someone is telling me what I need
to draw or create. I did not like the idea of that. So when I got into chi-
I met with Rich at his home in Walnut Creek, California earlier this year to interview him on the
ropractic, I thought, “This is where I can be my own boss and all.” But
topic of “purpose” and to learn more about this man who has accomplished so much and has
then I saw … this is doing the same thing, every day, over and over.
had a impact on so many.
And then in business it seemed like there was no limit. I could go any-
Q+A
where, do anything, start whatever business I wanted to, and the same
AB: Rich, how do you define “purpose”? with personal growth, development and business development.
RF: I would say it is more a feeling, a feeling of a sense of energy and focus. It’s when you don’t
or Rich, purpose and values are synonymous. In his life and in his
feel you have to fill a void. You are captivated by what you are doing, and it does not necessarily
have to be work. I really see purpose as someone pushing their limits, going beyond what they F work, he continues to honor his own values of risk, no limits and
fun. After exploring further with Rich about how he connects to and
think they can do, surprising [him- or herself], and getting a sense of fulfillment and excite-
ment from that. stays on purpose, the role that values play, and his perspective on
money and purpose, we looked at what impact it might have on the
Can one have different purposes or do you see one overarching theme that people world if everyone were living on purpose.
work toward?
I would say that there are multiple purposes, just as I think there are thousands of different peo- What would the world look like if everybody were living his or
ple you could get married to and be in love with. I don’t see purpose as something that is God her life on purpose?
given, or Universe given or just what you are born to do. I really see it as something that you dis- If everyone were living on purpose, it would be a much more peaceful
cover, and it’s a combination of our life experiences. The challenges and the periods of growth world. That is one of the major driving forces behind my work. I really
and excitement that we have growing up — they all come together to make us who we are, and believe that when people are living on purpose or are growing and
that creates purpose for us. developing — if they are going after and living the life they want —
they are not as frustrated. So they are nicer to each other, and that’s
What do you see your purpose as being right now? the way to world peace.
Encouraging people and inspiring them to go after what they want … right now. To expand their

complementary complementary
independent income was not only viewed with criticism by her parents, the time. I don’t want to be negative, to always see the down side or to
• Everybody’s doing it, or so it seems. But how does one achieve it, this thing they call “authenticity?” Can it be who thought she should devote herself completely to being a wife and expect the worst. I don’t want to be a fearful worrywart. I don’t want to
bought, begged or borrowed? Carol Adrienne, Ph.D. compares different states of being to help us determine what is … mother, but also by her husband. Their frequent fights over her work be a people-pleaser. I don’t want to feel that I am not being authentic.”
hours are causing her much anxiety and guilt.
In a recent article, “The Power of Now,” in Noetic Sciences Review
Authenticity
As children, we have no trouble being authentic. Remember your parents’ (March - May 2003), Eckhart Tolle says, “More and more, you realize
mixed reaction when you blurted out some delightful, albeit disconcert- that you are not your thoughts, because they come and go. They’re all
ing, blunt truth? Growing up, we naturally question authority or the sta- conditioned; they’re all just the contents of your mind. Instead of deriv-
tus quo because curiosity and the need to understand how the world works ing a sense of self from those contents, you realize that you can simply
are prime motivations in our developing psyche. At some critical point, observe the contents. A deeper sense of self arises then. That is the aware
however, we learn that in order to get along in the world, sometimes we presence, and it feels very spacious and peaceful, no matter what hap-
need to withhold our opinions, listen to our elders, deny what we see and pens in your mind.”
hear, lie low or, unfortunately, even lie. We begin the process of putting a
lot of stuff — beliefs, opinions, self-criticisms, pain, fear, disappoint- Below is a list of some feelings that comprise a syndrome of inau-
ments, humiliations, anger, rage, feelings of distrust and abandonment thenticity — which occur when our inner needs, values, and self-
— in a closet hoping that maybe it will go away or we’ll sort it out later. image don’t match our outer expression, behaviors, and accomplish-
ments — and some major characteristics of an authentic person.
One of the most poignant interviews I’ve ever had was
with a teacher named Jim who lived in the Midwest. One
day he and his wife, also a teacher, were looking over
their salary schedule. He said, “My wife looked at it and
Inauthentic Self Authentic Self
Feels anxious Feels optimistic
was excited to know that every year she would receive a Is a people-pleaser Is honest and open
five percent pay raise and could retire at 65 with a pen- Second guesses every decision Commits, but is flexible
sion. We had just bought a house and all the furniture we Rationalizes Thinks for herself
would ever need, but when I thought about how the next Is rigid Goes with the flow, open to change
Photo by Jessica Jones
40 years were all mapped out for me, I got profoundly Wants to impress others Wants to do her best
Says or does things he regrets Knows when to apologize
depressed.”
Doesn’t expect much Knows how to accept and receive
he word “authenticity” has caught our attention in much the that is familiar but not very supportive of her search for fulfillment. Like Placates Negotiates
T same way the word “empowered” did a few years ago. It’s curi-
ous why authenticity seems so valuable to us that we talk about
what it means, wonder if we have it, and search for ways to find
it and express it. What makes us think we aren’t authentic? Coaches use
this word quite often when referring to making life decisions. With so
many of us who are unhappy with where we are, Rae is putting the
focus on finding her purpose — which means, in her case, finding the
right career. However, finding the right career can be a mythical
panacea that is not the answer to our deepest inner longings to feel rec-
ognized, happy and fulfilled.
By his family’s standards, Jim and his wife had everything.
He said that given his family’s conservative outlook, he
would have found it easier to commit suicide than to get a
divorce. Eventually, he told his family he was going West
to pursue his dream of being a comedian. As painful as
the break was, he later divorced and met the love of his
Hides or denies feelings
Feels like a victim
Is paralyzed or hyperactive
Uses addictive behavior
Feels confused and overwhelmed
Feels helpless or hopeless
Listens to feelings
Takes responsibility
Acts when appropriate
Makes healthy choices
Knows when to stop and reevaluate
Knows how to ask for help
many influences impinging on us from family, the media and society, Is depressed or angry Feels happy a lot of the time
life. He is active in spiritual teachings, and works as a Gets trapped in endless mind chatter Is tuned into a larger field of intelligence
it’s no wonder that we’re not sure what we want or who we are! Paul Ray and Sherry Ruth Anderson wrote a book called, The Cultural
master of ceremonies in a comedy club. Jim’s need to live
Creatives, in which they describe three main streams of consciousness
an authentic life was literally a life or death issue.
The other day I was talking to Rae, a thirty-four-year-old mother of two operating in the United States: the Traditionalists, the Modernists, and
small children, who lives in Minnesota. She said, “I’m not real thrilled the Cultural Creatives. As Rae and I talked about the values and interests
he voice of the authentic self is the same as the intuitive voice — It’s easy to assume that once you learn the secret of authenticity, you are
with life right now. My kids are two and a half and four and a half, and
I went back to work last January selling real estate. I’ve done sales, cus-
of these three groups, she realized that most of her friends and family
held beliefs that sounded like the Traditionalists — a patriarchal view
T that quiet, but persistent voice that whispers new ideas to us.
Intuition speaks in short, clear messages that are qualitatively different
going to be confident, balanced, wise and resourceful all of the time.
However, some situations carry more stress, which may cause us to
tomer service and public relations, but I don’t like the idea of hopping of family life that embraces traditional roles for men and women, the
from the repetitive mind chatter that makes us feel anxious. Intuition regress into old patterns. Think of the times you have attended cocktail
around in my jobs. Real estate is okay, I guess, but I really love meta- belief that family, church and community are where you belong, and
tells us where the authentic choice is … for each of us. parties, business meetings, job interviews, high school reunions or gone
physical stuff. My family all goes to church, but church doesn’t seem to that adhering to conservative customs maintains familiar ways of life.
on blind dates. These are the “Authenticity Olympics” for most of us!
fit me anymore. I need to find my life purpose!”
When we are birthing a more authentic version of ourselves, especially Begin to notice with which friends you feel more yourself, more authen-
Rae went on to describe her inner restlessness, her feeling that she is
“not doing something right” and her growing conflict with her parents
and husband.
“ Children have no trouble
being authentic.
”
when we are unconsciously growing away from the familiar unspoken
contracts and agreements we have with people, we experience some or
all of the following feelings that Rae expressed in our conversation. I
asked her to state what she does not want as the first step in identify-
tic. You may feel more comfortable in small gatherings or oddly
enough, meeting a stranger on a plane where you find yourself spilling
out feelings you haven’t shared even with family members.
Rae felt particularly at odds with the idea that all the guidance one ing what she does want. She said, “I don’t want to be dependent on It’s easier to be authentic when your identity is secondary to other
My hunch is that Rae is in a process of shifting values within a milieu
needs for life can be found in the Bible. Her desire to work and have an anyone. I don’t want to feel unsure of myself. I don’t want to be tired all actions, like chatting with the owner of an adorable and friendly dog. A

independent income was not only viewed with criticism by her parents, the time. I don’t want to be negative, to always see the down side or to
• Everybody’s doing it, or so it seems. But how does one achieve it, this thing they call “authenticity?” Can it be who thought she should devote herself completely to being a wife and expect the worst. I don’t want to be a fearful worrywart. I don’t want to
bought, begged or borrowed? Carol Adrienne, Ph.D. compares different states of being to help us determine what is … mother, but also by her husband. Their frequent fights over her work be a people-pleaser. I don’t want to feel that I am not being authentic.”
hours are causing her much anxiety and guilt.
In a recent article, “The Power of Now,” in Noetic Sciences Review
Authenticity
As children, we have no trouble being authentic. Remember your parents’ (March - May 2003), Eckhart Tolle says, “More and more, you realize
mixed reaction when you blurted out some delightful, albeit disconcert- that you are not your thoughts, because they come and go. They’re all
ing, blunt truth? Growing up, we naturally question authority or the sta- conditioned; they’re all just the contents of your mind. Instead of deriv-
tus quo because curiosity and the need to understand how the world works ing a sense of self from those contents, you realize that you can simply
are prime motivations in our developing psyche. At some critical point, observe the contents. A deeper sense of self arises then. That is the aware
however, we learn that in order to get along in the world, sometimes we presence, and it feels very spacious and peaceful, no matter what hap-
need to withhold our opinions, listen to our elders, deny what we see and pens in your mind.”
hear, lie low or, unfortunately, even lie. We begin the process of putting a
lot of stuff — beliefs, opinions, self-criticisms, pain, fear, disappoint- Below is a list of some feelings that comprise a syndrome of inau-
ments, humiliations, anger, rage, feelings of distrust and abandonment thenticity — which occur when our inner needs, values, and self-
— in a closet hoping that maybe it will go away or we’ll sort it out later. image don’t match our outer expression, behaviors, and accomplish-
ments — and some major characteristics of an authentic person.
One of the most poignant interviews I’ve ever had was
with a teacher named Jim who lived in the Midwest. One
day he and his wife, also a teacher, were looking over
their salary schedule. He said, “My wife looked at it and
Inauthentic Self Authentic Self
Feels anxious Feels optimistic
was excited to know that every year she would receive a Is a people-pleaser Is honest and open
five percent pay raise and could retire at 65 with a pen- Second guesses every decision Commits, but is flexible
sion. We had just bought a house and all the furniture we Rationalizes Thinks for herself
would ever need, but when I thought about how the next Is rigid Goes with the flow, open to change
Photo by Jessica Jones
40 years were all mapped out for me, I got profoundly Wants to impress others Wants to do her best
Says or does things he regrets Knows when to apologize
depressed.”
Doesn’t expect much Knows how to accept and receive
he word “authenticity” has caught our attention in much the that is familiar but not very supportive of her search for fulfillment. Like Placates Negotiates
T same way the word “empowered” did a few years ago. It’s curi-
ous why authenticity seems so valuable to us that we talk about
what it means, wonder if we have it, and search for ways to find
it and express it. What makes us think we aren’t authentic? Coaches use
this word quite often when referring to making life decisions. With so
many of us who are unhappy with where we are, Rae is putting the
focus on finding her purpose — which means, in her case, finding the
right career. However, finding the right career can be a mythical
panacea that is not the answer to our deepest inner longings to feel rec-
ognized, happy and fulfilled.
By his family’s standards, Jim and his wife had everything.
He said that given his family’s conservative outlook, he
would have found it easier to commit suicide than to get a
divorce. Eventually, he told his family he was going West
to pursue his dream of being a comedian. As painful as
the break was, he later divorced and met the love of his
Hides or denies feelings
Feels like a victim
Is paralyzed or hyperactive
Uses addictive behavior
Feels confused and overwhelmed
Feels helpless or hopeless
Listens to feelings
Takes responsibility
Acts when appropriate
Makes healthy choices
Knows when to stop and reevaluate
Knows how to ask for help
many influences impinging on us from family, the media and society, Is depressed or angry Feels happy a lot of the time
life. He is active in spiritual teachings, and works as a Gets trapped in endless mind chatter Is tuned into a larger field of intelligence
it’s no wonder that we’re not sure what we want or who we are! Paul Ray and Sherry Ruth Anderson wrote a book called, The Cultural
master of ceremonies in a comedy club. Jim’s need to live
Creatives, in which they describe three main streams of consciousness
an authentic life was literally a life or death issue.
The other day I was talking to Rae, a thirty-four-year-old mother of two operating in the United States: the Traditionalists, the Modernists, and
small children, who lives in Minnesota. She said, “I’m not real thrilled the Cultural Creatives. As Rae and I talked about the values and interests
he voice of the authentic self is the same as the intuitive voice — It’s easy to assume that once you learn the secret of authenticity, you are
with life right now. My kids are two and a half and four and a half, and
I went back to work last January selling real estate. I’ve done sales, cus-
of these three groups, she realized that most of her friends and family
held beliefs that sounded like the Traditionalists — a patriarchal view
T that quiet, but persistent voice that whispers new ideas to us.
Intuition speaks in short, clear messages that are qualitatively different
going to be confident, balanced, wise and resourceful all of the time.
However, some situations carry more stress, which may cause us to
tomer service and public relations, but I don’t like the idea of hopping of family life that embraces traditional roles for men and women, the
from the repetitive mind chatter that makes us feel anxious. Intuition regress into old patterns. Think of the times you have attended cocktail
around in my jobs. Real estate is okay, I guess, but I really love meta- belief that family, church and community are where you belong, and
tells us where the authentic choice is … for each of us. parties, business meetings, job interviews, high school reunions or gone
physical stuff. My family all goes to church, but church doesn’t seem to that adhering to conservative customs maintains familiar ways of life.
on blind dates. These are the “Authenticity Olympics” for most of us!
fit me anymore. I need to find my life purpose!”
When we are birthing a more authentic version of ourselves, especially Begin to notice with which friends you feel more yourself, more authen-
Rae went on to describe her inner restlessness, her feeling that she is
“not doing something right” and her growing conflict with her parents
and husband.
“ Children have no trouble
being authentic.
”
when we are unconsciously growing away from the familiar unspoken
contracts and agreements we have with people, we experience some or
all of the following feelings that Rae expressed in our conversation. I
asked her to state what she does not want as the first step in identify-
tic. You may feel more comfortable in small gatherings or oddly
enough, meeting a stranger on a plane where you find yourself spilling
out feelings you haven’t shared even with family members.
Rae felt particularly at odds with the idea that all the guidance one ing what she does want. She said, “I don’t want to be dependent on It’s easier to be authentic when your identity is secondary to other
My hunch is that Rae is in a process of shifting values within a milieu
needs for life can be found in the Bible. Her desire to work and have an anyone. I don’t want to feel unsure of myself. I don’t want to be tired all actions, like chatting with the owner of an adorable and friendly dog. A

good sign that you are feeling authentic is when you feel expanded and Sometimes coaching is about figuring out how to get out of a hole that The merit of NLP for anyone involved in coaching is that it is very solu-
relaxed. Feeling hemmed in or contracted is a sign that you are shutting • There is a magic play between acquiring practical you’ve dug yourself into, but only sometimes. I believe one of the rea- tion focused and, over the past 25 years, has developed a very impres-
down and not being as present as you could be. Becoming a self-confi- skills and inspiring realistic hope of what is attainable. sons that coaching is becoming so popular is that good coaching does- sive set of tools and techniques for promoting easy and rapid goal
dent, happy and fulfilled person who uses her talents to create prosperity Ian McDermott details how NLP can up the ante in n’t just solve problems; it’s actually generative, by which I mean it achievement. These tools are a guarantee for the client that the field,
and well-being æ as well as giving service to others æ is a lifelong task. coaching. enables people to become more effective, more productive and more of and this method of working, is already well developed. They also guar-
what they can be. So the possibility is there for going further than you antee that the NLP coach is used to the mental discipline required to
might have dreamed possible. Good coaching means you have the regu- get to the point and pursue success, rather than dwell on past failures
How to increase your sense of being truly authentic:
The Power of
lated, structured support of someone whose expertise enables you to and disappointments.
• MEDITATE. Observe passing thoughts as if they were clouds. achieve more of your inherent capabilities.
• SPECIFY THE FEAR. When making changes, write down exactly NLP offers anyone in the coaching field an enormous variety of tools,
NLP
what you are afraid might happen. Get very clear about the Think about what a coach does in athletics: he has the gift of seeing techniques and interventions but, above all, a very rigorously tested,
shape of the fear and what you are actually dealing with. potential and giving specific instructions that enable athletes to go solution-focused way of thinking that will increase any coach’s effective-
• FIND THE ROOT. Ask yourself: Whose voice is making me afraid? beyond their previous best. While being able to teach these skills, the ness in two ways. First, for the people they already work with and, sec-
Is it my voice? My parents’? The voice of mass media? coach is also able to inspire athletes with a vision of what is possible. ond, this approach enables the coach to establish rapport, be at ease and
• MANAGE AROUND THE FEAR. Find small steps you can do There is a magic play between acquiring practical skills and inspiring work successfully with a much wider range of people.
in spite of the fear. realistic hope of what is attainable. You can understand why this might
• DROP SELF-DOUBT. Complete something that you have been be appealing to people who know that if they just had good support, When coaching, I’m very aware that I’m much more than just a coach;
Coaching
putting off. Set one small goal and achieve it. Nothing erases good feedback and a little ongoing inspiration, they could achieve so I’m an ally. Apart from offering all of my skills, I’m there to encourage,
self-doubt better than a little string of successes. much more, both professionally and personally. inspire, but also to give specific feedback. One person I was working with
• LOOK FOR A THIRD SOLUTION. When agonizing over two came across as disengaged. Through coaching, he realized that the way
choices, remember that this polarization serves a purpose: am often asked what sort of people seek out coaching and what are the he habitually sat made him appear laid back. At work, his body lan-
to keep you from taking any step. When lost in black-and-white
thinking, look for a third option.
I subjects covered. The answer is virtually anyone and virtually anything. guage was being interpreted as low energy and lack of commitment. In
this case, part of my role as a coach was to act as a mirror to show him
• APPRECIATE YOUR UNIQUENESS. Everyone has special talents. he other day a consultant who recently started coaching was
• STOP STRUGGLING. There is a time for perseverance and a
time to let go.
• ENJOY THE MOMENT. Take delight in friends, beauty
and small pleasures.
• TAKE YOUR TIME. Slow down. Avoid the tendency
T telling me how her colleagues had been commenting on the
increased success she was having with clients and asking her
what she was doing that was different. As they talked, it
became clear to her that she was indeed doing something different.
Whenever her colleagues began working with an individual or an orga-
Much of my coaching work is with senior executives who are technically
brilliant at what they do in their specialization, but who find themselves
in positions where improved communication and people skills are vital
to their future success. Most of us were not taught communication or
leadership or influencing skills at school. So if you find yourself sudden-
ly in charge of a team of people with their own issues and challenges,
how he presents and the impression that gives. After that, it was easy for
him to make some changes. We know it worked because he got the pro-
motion that had been hanging in the balance!
A nother highly effective aspect of incorporating NLP into coaching is

that it lets you create the future you want while handling anything
to fill up the space. nization, their first question was, “What’s the problem?” Furthermore,
you may have to develop a new set of life skills around management, from the past that may be holding you back. NLP gives a well trained
they often acted as if it was their job to solve it.
• STAND UP FOR WHAT YOU BELIEVE. Suppressing action team building and interpersonal skills. coach a set of powerful tools to enable people to let go of those blocks
and passion is draining. once and for all, so that we not only experience success in life, but the
The consultant in question is just finishing her neurolinguistic pro-
• SIMPLIFY. Troubles arise when we try to do too many things. gramming (NLP) practitioner training with me, and told me this story
But that’s only one form of coaching; another may be working with peo- joy that should come with it too.
Being authentic is being able to say “yes” when you mean it ple who are considering career changes. People may know that they’re
and “no” when you need to. because she wanted to know what the difference was. She realized that
not happy in their current jobs, but aren’t always clear about what they There’s a final, very important aspect to coaching. For me, even when
• SPEND MORE TIME IN NATURE. Natural surroundings put because of her NLP training, she was now starting from a very different
place. She no longer assumed there was a problem to be solved, but
want to do instead. someone seeks out coaching for a specific issue or goal, there is some-
options into perspective. thing equally important happening at a different level. A good coach
that there was something her clients wanted.
Sometimes it is more what I would call “personal coaching.” People are will also be assisting you to become more of who you really are. By
aware that they have personal issues and want to work with a profes- developing your potential and your talents, you are being more true to
I have been struck over the last year at how coaching is becoming an
To quote Eckhart Tolle, “When your sense of self is no longer tied to sional who can help them achieve clarity but, above all, provide any yourself; you are tapping your true potential. This leads to greater con-
increasingly popular tool for personal and professional development. At
thought, is no longer conceptual, there is a depth of feeling of sensing, of necessary tools for change. We also receive inquiries from people with gruency, success, happiness and fulfillment.
International Teaching Seminars we are experiencing a rapid increase
compassion, of loving that was not there when you were trapped in men- significant personal issues who have decided it is time to finally let go of
in requests for personal and executive coaching.
tal concepts. You are that depth.” the past and move on. So NLP coaching moves beyond just getting clear on your potential. It
also offers you the practical tools to
One of the reasons for its popularity and effectiveness is that coaching
You need not make huge changes in your life to experience being more
authentic and present. Acting on any one of the choices above can
immediately change how you experience your life. •
Carol Adrienne, Ph.D. is an internationally known workshop facilitator and
presupposes that anyone’s innate ability can be developed further. That
ability may already be quite highly developed though possibly only in
certain areas of a person’s life. For instance, the individual who has
great technical expertise may be lacking the developed people skills that
Coaching is a collaborative relationship.
“ Good coaching supports the whole person. As people become more pro-
fessionally adept, so their personal confidence can increase. Equally, the
” turn your dreams into reality. The rea-
son I do what I do is that I can help
people dare to dream, and then give them the tools to make it happen. •
Ian McDermott is the author of 10 books on coaching, and the co-author of NLP
more people become at ease in themselves so they achieve a greater pro-
author whose books have been translated into over 15 languages. Her latest book management knows to be essential if they are going to promote him. Coach (Cygnus Books).
fessional presence and credibility. In my view, the coach is an ally. It’s a
is When Life Changes, or You Wish It Would (HarperCollins).
collaborative relationship.

good sign that you are feeling authentic is when you feel expanded and Sometimes coaching is about figuring out how to get out of a hole that The merit of NLP for anyone involved in coaching is that it is very solu-
relaxed. Feeling hemmed in or contracted is a sign that you are shutting • There is a magic play between acquiring practical you’ve dug yourself into, but only sometimes. I believe one of the rea- tion focused and, over the past 25 years, has developed a very impres-
down and not being as present as you could be. Becoming a self-confi- skills and inspiring realistic hope of what is attainable. sons that coaching is becoming so popular is that good coaching does- sive set of tools and techniques for promoting easy and rapid goal
dent, happy and fulfilled person who uses her talents to create prosperity Ian McDermott details how NLP can up the ante in n’t just solve problems; it’s actually generative, by which I mean it achievement. These tools are a guarantee for the client that the field,
and well-being æ as well as giving service to others æ is a lifelong task. coaching. enables people to become more effective, more productive and more of and this method of working, is already well developed. They also guar-
what they can be. So the possibility is there for going further than you antee that the NLP coach is used to the mental discipline required to
might have dreamed possible. Good coaching means you have the regu- get to the point and pursue success, rather than dwell on past failures
How to increase your sense of being truly authentic:
The Power of
lated, structured support of someone whose expertise enables you to and disappointments.
• MEDITATE. Observe passing thoughts as if they were clouds. achieve more of your inherent capabilities.
• SPECIFY THE FEAR. When making changes, write down exactly NLP offers anyone in the coaching field an enormous variety of tools,
NLP
what you are afraid might happen. Get very clear about the Think about what a coach does in athletics: he has the gift of seeing techniques and interventions but, above all, a very rigorously tested,
shape of the fear and what you are actually dealing with. potential and giving specific instructions that enable athletes to go solution-focused way of thinking that will increase any coach’s effective-
• FIND THE ROOT. Ask yourself: Whose voice is making me afraid? beyond their previous best. While being able to teach these skills, the ness in two ways. First, for the people they already work with and, sec-
Is it my voice? My parents’? The voice of mass media? coach is also able to inspire athletes with a vision of what is possible. ond, this approach enables the coach to establish rapport, be at ease and
• MANAGE AROUND THE FEAR. Find small steps you can do There is a magic play between acquiring practical skills and inspiring work successfully with a much wider range of people.
in spite of the fear. realistic hope of what is attainable. You can understand why this might
• DROP SELF-DOUBT. Complete something that you have been be appealing to people who know that if they just had good support, When coaching, I’m very aware that I’m much more than just a coach;
Coaching
putting off. Set one small goal and achieve it. Nothing erases good feedback and a little ongoing inspiration, they could achieve so I’m an ally. Apart from offering all of my skills, I’m there to encourage,
self-doubt better than a little string of successes. much more, both professionally and personally. inspire, but also to give specific feedback. One person I was working with
• LOOK FOR A THIRD SOLUTION. When agonizing over two came across as disengaged. Through coaching, he realized that the way
choices, remember that this polarization serves a purpose: am often asked what sort of people seek out coaching and what are the he habitually sat made him appear laid back. At work, his body lan-
to keep you from taking any step. When lost in black-and-white
thinking, look for a third option.
I subjects covered. The answer is virtually anyone and virtually anything. guage was being interpreted as low energy and lack of commitment. In
this case, part of my role as a coach was to act as a mirror to show him
• APPRECIATE YOUR UNIQUENESS. Everyone has special talents. he other day a consultant who recently started coaching was
• STOP STRUGGLING. There is a time for perseverance and a
time to let go.
• ENJOY THE MOMENT. Take delight in friends, beauty
and small pleasures.
• TAKE YOUR TIME. Slow down. Avoid the tendency
T telling me how her colleagues had been commenting on the
increased success she was having with clients and asking her
what she was doing that was different. As they talked, it
became clear to her that she was indeed doing something different.
Whenever her colleagues began working with an individual or an orga-
Much of my coaching work is with senior executives who are technically
brilliant at what they do in their specialization, but who find themselves
in positions where improved communication and people skills are vital
to their future success. Most of us were not taught communication or
leadership or influencing skills at school. So if you find yourself sudden-
ly in charge of a team of people with their own issues and challenges,
how he presents and the impression that gives. After that, it was easy for
him to make some changes. We know it worked because he got the pro-
motion that had been hanging in the balance!
A nother highly effective aspect of incorporating NLP into coaching is

that it lets you create the future you want while handling anything
to fill up the space. nization, their first question was, “What’s the problem?” Furthermore,
you may have to develop a new set of life skills around management, from the past that may be holding you back. NLP gives a well trained
they often acted as if it was their job to solve it.
• STAND UP FOR WHAT YOU BELIEVE. Suppressing action team building and interpersonal skills. coach a set of powerful tools to enable people to let go of those blocks
and passion is draining. once and for all, so that we not only experience success in life, but the
The consultant in question is just finishing her neurolinguistic pro-
• SIMPLIFY. Troubles arise when we try to do too many things. gramming (NLP) practitioner training with me, and told me this story
But that’s only one form of coaching; another may be working with peo- joy that should come with it too.
Being authentic is being able to say “yes” when you mean it ple who are considering career changes. People may know that they’re
and “no” when you need to. because she wanted to know what the difference was. She realized that
not happy in their current jobs, but aren’t always clear about what they There’s a final, very important aspect to coaching. For me, even when
• SPEND MORE TIME IN NATURE. Natural surroundings put because of her NLP training, she was now starting from a very different
place. She no longer assumed there was a problem to be solved, but
want to do instead. someone seeks out coaching for a specific issue or goal, there is some-
options into perspective. thing equally important happening at a different level. A good coach
that there was something her clients wanted.
Sometimes it is more what I would call “personal coaching.” People are will also be assisting you to become more of who you really are. By
aware that they have personal issues and want to work with a profes- developing your potential and your talents, you are being more true to
I have been struck over the last year at how coaching is becoming an
To quote Eckhart Tolle, “When your sense of self is no longer tied to sional who can help them achieve clarity but, above all, provide any yourself; you are tapping your true potential. This leads to greater con-
increasingly popular tool for personal and professional development. At
thought, is no longer conceptual, there is a depth of feeling of sensing, of necessary tools for change. We also receive inquiries from people with gruency, success, happiness and fulfillment.
International Teaching Seminars we are experiencing a rapid increase
compassion, of loving that was not there when you were trapped in men- significant personal issues who have decided it is time to finally let go of
in requests for personal and executive coaching.
tal concepts. You are that depth.” the past and move on. So NLP coaching moves beyond just getting clear on your potential. It
also offers you the practical tools to
One of the reasons for its popularity and effectiveness is that coaching
You need not make huge changes in your life to experience being more
authentic and present. Acting on any one of the choices above can
immediately change how you experience your life. •
Carol Adrienne, Ph.D. is an internationally known workshop facilitator and
presupposes that anyone’s innate ability can be developed further. That
ability may already be quite highly developed though possibly only in
certain areas of a person’s life. For instance, the individual who has
great technical expertise may be lacking the developed people skills that
Coaching is a collaborative relationship.
“ Good coaching supports the whole person. As people become more pro-
fessionally adept, so their personal confidence can increase. Equally, the
” turn your dreams into reality. The rea-
son I do what I do is that I can help
people dare to dream, and then give them the tools to make it happen. •
Ian McDermott is the author of 10 books on coaching, and the co-author of NLP
more people become at ease in themselves so they achieve a greater pro-
author whose books have been translated into over 15 languages. Her latest book management knows to be essential if they are going to promote him. Coach (Cygnus Books).
fessional presence and credibility. In my view, the coach is an ally. It’s a
is When Life Changes, or You Wish It Would (HarperCollins).
collaborative relationship.

therapy alliance therapy alliance
persons who want to move beyond addiction to achieve excellence while looking in your rear-view mirror you see the stretch of road just negoti-
• Patrick Williams, Ed.D, therapist and coach, presents an innovative, creating an extraordinary life. Coaching is a process similar to solution- ated filled with the boulders of disappointment and the potholes of
wholistic approach to an old conundrum. He goes … focused techniques that many therapists use for less serious psycho-emo- missed opportunities. Looking ahead, you see the endless horizon of pos-
tional problems and life stresses, yet goes beyond just problem solving by sibilities waiting to be explored. The backward glance is therapy: seeing
creating instead of fixing. clearly what has been experienced, analyzing the reasons and regaining
Beyond
a foothold. The forward view is coaching: working actively with the con-
The basic philosophy behind life coaching is that humans have immea- scious mind to facilitate the client’s stepping into a preferred future,
surable resources of energy, wisdom, ability and genius waiting to be set while living a fulfilling life in the present.
in motion. Coaching can help us create the life we want more efficiently
by tapping into our resources to facilitate change and realize our poten- When is the addictive patient in therapy ready for the life-coaching step?
tial. Life coaching treats the whole person, not the dysfunction. It focus- Every patient presents unique and individual needs for a personalized
es on helping people who already have a “measure of success” in their therapy program, and every potential life-coaching client likewise is
lives — sobriety and a stabilized place of safety — but who want to ready for this coaching step at different places along the path of therapy.
the 12th Step: bridge the gap between where they are and where they want to be in
their professional and personal life. With coaching, this safe place
becomes a place of expectation and amazing potential, instead of mere
functioning.
The trained therapist is best able to determine the moment in recovery
when life coaching can either supplement the 12-step process or move
the patient beyond it. Understanding the major differences between ther-
apy and coaching is helpful in determining which combination of these
practices is suitable to particular clients. There are three broad cate-
A life coach is much like a trainer who helps an athlete win the “gold gories that offer distinctions between therapy and coaching:
Life Coaching after Addiction Counseling medal” instead of just being in the race. Life coaches help their clients
design the life they want, bring out their clients’ own brilliance and • Therapy focuses on the past; coaching looks to the future
resources so that they can achieve excellence and create purposeful, — perspectives on the process of healing.
extraordinary lives.
• Therapy seeks to “fix” the patient, coaching aims to co-create with
he focus of addiction counseling has always been to keep the falling off the wagon sometimes keeps the wagon from going anywhere We believe the most powerful therapy on earth is to empower a person by the client, which is why the person seeks it out in the first place.
T client clean and sober, and restore some sense of functionality.

It is about preventing relapse and providing a place of structure
and safety to protect the person’s sobriety. In this context, the
12-Step Program has literally saved countless thousands of lives. Its con-
tribution to the therapy of addictive clients is immeasurable.
new, exciting and fulfilling or moving into the future of possibility —
beyond the twelfth step.
As a therapist turned coach, I believe the therapist’s work is critical for

recovery. But this work focuses necessarily on relapse prevention —
showing him his strengths instead of his weaknesses. This logical and
most healing move beyond the twelfth step of addiction therapy can
improve dramatically the addictive client’s overall mental health and
life. Coaching answers the question “now what?” that every addictive
client asks when reaching that twelfth step.
• The therapist is the expert who holds the answers and can fix the
problem. The coach partners with the client to support his growth
and co-create a better life with him — a contrast between the
professional and the collegial relationship.
working through pain and past reasons for the addiction; holding the
But what happens after the twelfth step? Is there life beyond merely a client accountable; anticipating and dealing with myriad problems that It is necessary for the addicted client to move along the 12-step path Therapy deals with the patient’s past and how it applies to his present.
static place of sober functioning? I posit that life coaching can take the occur in every addictive person’s recovery; charting and overseeing the with the kind of care, guidance and accountability provided by a trained The therapist works to bring the client to an adequate and reasonable
addictive personality beyond the twelfth step, into a future place of grati- desired course of treatment to ensure a functional life despite the addic- therapist. Each step is designed to realize another measure of success level of functioning, given the addiction. In contrast, the coach works
fying productiveness — the reality of achieved goals and successes that tion. Treated as a diagnosable illness with medical and clinical models, until, ultimately, sustained sobriety is achieved. Most often, this path to with an already adequately functioning individual — the addiction is
would ordinarily remain unmet. addiction looks at the past in order to gain some functioning present. restored functionality takes years, and these clients are not the best can- under control, a state of sobriety prevails — to move him or her to a
Instead of replacing or modifying this kind of therapy, I suggest that it didates for life coaching; there is too much other work to do. But some- more satisfying level of functionality. Traditional psychotherapy focuses
Unachieved goals and unrealized potential are an unaddressed threat to be complemented and completed through life coaching. where along this path the client must look beyond that twelfth step, and on the root of the problem, the history — the “everything” of origin;
the addictive client’s sober future. They keep him or her locked into an find a road to continued success and realized potential for the future. coaching focuses on barrier identification, goal setting, planning and
endless cycle of running “no-destination laps” on the “need-to-stay- Eventually, the substance-free person can work with a coach to co-create creative action to achieve a healthy future.
sober treadmill.” Life coaching can break this unproductive cycle and the life he or she really wants — not just a fragilely balanced life.
steer the client towards a place of realized dreams, where the focus is on
the wonderful possible future, instead of the destructive past. “ Life coaching treats
the whole person.
” A ddictive therapy sessions explore the reasons behind addiction in
order to understand what may have caused it. What holes were
“ Coaching is not about
fixing; it’s about creating.
”
Take the story of a woman currently addicted to 12-Step Programs. For drugs or alcohol filling? While therapy can help the patient understand
20 years she has joined and rejoined twelve-step, self-help groups, sychotherapy generally deals with emotional and behavioral prob- the reasons, it may not always help him find ways to move past the
always thinking of and keeping herself in a “broken” mode. For this
kind of person, there is no “post-addiction” victory. Life becomes a bro-
P lems and disruptive situations — such as addictions — and seeks
to bring the client to normal function by focusing on his dysfunction.
holes, or better yet, to fill them in.
In the clinical therapy practice, the client presents a problem: in this
ken record, caught endlessly in the loop of therapy and self-help pro- This context can keep the person in constant recovery, which uncon- Therapy focuses on the inner world of the addict, but does not necessari- case, an addiction. He or she has come to you to “fix” the problem. In
grams, never realizing what lies beyond addiction. Life is consumed with sciously imposes a limit on discovering and creating a fulfilling, pur- ly translate into the outer dynamics and his future potential. Contrast your therapy model for this client, you undertake all the strategies you
the need merely to maintain, never to reach and achieve. The fear of poseful life. In contrast, life coaching generally deals with functional therapy and coaching in this way: You are driving down the freeway; have been trained to use in the process of healing, including patient

therapy alliance therapy alliance
persons who want to move beyond addiction to achieve excellence while looking in your rear-view mirror you see the stretch of road just negoti-
• Patrick Williams, Ed.D, therapist and coach, presents an innovative, creating an extraordinary life. Coaching is a process similar to solution- ated filled with the boulders of disappointment and the potholes of
wholistic approach to an old conundrum. He goes … focused techniques that many therapists use for less serious psycho-emo- missed opportunities. Looking ahead, you see the endless horizon of pos-
tional problems and life stresses, yet goes beyond just problem solving by sibilities waiting to be explored. The backward glance is therapy: seeing
creating instead of fixing. clearly what has been experienced, analyzing the reasons and regaining
Beyond
a foothold. The forward view is coaching: working actively with the con-
The basic philosophy behind life coaching is that humans have immea- scious mind to facilitate the client’s stepping into a preferred future,
surable resources of energy, wisdom, ability and genius waiting to be set while living a fulfilling life in the present.
in motion. Coaching can help us create the life we want more efficiently
by tapping into our resources to facilitate change and realize our poten- When is the addictive patient in therapy ready for the life-coaching step?
tial. Life coaching treats the whole person, not the dysfunction. It focus- Every patient presents unique and individual needs for a personalized
es on helping people who already have a “measure of success” in their therapy program, and every potential life-coaching client likewise is
lives — sobriety and a stabilized place of safety — but who want to ready for this coaching step at different places along the path of therapy.
the 12th Step: bridge the gap between where they are and where they want to be in
their professional and personal life. With coaching, this safe place
becomes a place of expectation and amazing potential, instead of mere
functioning.
The trained therapist is best able to determine the moment in recovery
when life coaching can either supplement the 12-step process or move
the patient beyond it. Understanding the major differences between ther-
apy and coaching is helpful in determining which combination of these
practices is suitable to particular clients. There are three broad cate-
A life coach is much like a trainer who helps an athlete win the “gold gories that offer distinctions between therapy and coaching:
Life Coaching after Addiction Counseling medal” instead of just being in the race. Life coaches help their clients
design the life they want, bring out their clients’ own brilliance and • Therapy focuses on the past; coaching looks to the future
resources so that they can achieve excellence and create purposeful, — perspectives on the process of healing.
extraordinary lives.
• Therapy seeks to “fix” the patient, coaching aims to co-create with
he focus of addiction counseling has always been to keep the falling off the wagon sometimes keeps the wagon from going anywhere We believe the most powerful therapy on earth is to empower a person by the client, which is why the person seeks it out in the first place.
T client clean and sober, and restore some sense of functionality.

It is about preventing relapse and providing a place of structure
and safety to protect the person’s sobriety. In this context, the
12-Step Program has literally saved countless thousands of lives. Its con-
tribution to the therapy of addictive clients is immeasurable.
new, exciting and fulfilling or moving into the future of possibility —
beyond the twelfth step.
As a therapist turned coach, I believe the therapist’s work is critical for

recovery. But this work focuses necessarily on relapse prevention —
showing him his strengths instead of his weaknesses. This logical and
most healing move beyond the twelfth step of addiction therapy can
improve dramatically the addictive client’s overall mental health and
life. Coaching answers the question “now what?” that every addictive
client asks when reaching that twelfth step.
• The therapist is the expert who holds the answers and can fix the
problem. The coach partners with the client to support his growth
and co-create a better life with him — a contrast between the
professional and the collegial relationship.
working through pain and past reasons for the addiction; holding the
But what happens after the twelfth step? Is there life beyond merely a client accountable; anticipating and dealing with myriad problems that It is necessary for the addicted client to move along the 12-step path Therapy deals with the patient’s past and how it applies to his present.
static place of sober functioning? I posit that life coaching can take the occur in every addictive person’s recovery; charting and overseeing the with the kind of care, guidance and accountability provided by a trained The therapist works to bring the client to an adequate and reasonable
addictive personality beyond the twelfth step, into a future place of grati- desired course of treatment to ensure a functional life despite the addic- therapist. Each step is designed to realize another measure of success level of functioning, given the addiction. In contrast, the coach works
fying productiveness — the reality of achieved goals and successes that tion. Treated as a diagnosable illness with medical and clinical models, until, ultimately, sustained sobriety is achieved. Most often, this path to with an already adequately functioning individual — the addiction is
would ordinarily remain unmet. addiction looks at the past in order to gain some functioning present. restored functionality takes years, and these clients are not the best can- under control, a state of sobriety prevails — to move him or her to a
Instead of replacing or modifying this kind of therapy, I suggest that it didates for life coaching; there is too much other work to do. But some- more satisfying level of functionality. Traditional psychotherapy focuses
Unachieved goals and unrealized potential are an unaddressed threat to be complemented and completed through life coaching. where along this path the client must look beyond that twelfth step, and on the root of the problem, the history — the “everything” of origin;
the addictive client’s sober future. They keep him or her locked into an find a road to continued success and realized potential for the future. coaching focuses on barrier identification, goal setting, planning and
endless cycle of running “no-destination laps” on the “need-to-stay- Eventually, the substance-free person can work with a coach to co-create creative action to achieve a healthy future.
sober treadmill.” Life coaching can break this unproductive cycle and the life he or she really wants — not just a fragilely balanced life.
steer the client towards a place of realized dreams, where the focus is on
the wonderful possible future, instead of the destructive past. “ Life coaching treats
the whole person.
” A ddictive therapy sessions explore the reasons behind addiction in
order to understand what may have caused it. What holes were
“ Coaching is not about
fixing; it’s about creating.
”
Take the story of a woman currently addicted to 12-Step Programs. For drugs or alcohol filling? While therapy can help the patient understand
20 years she has joined and rejoined twelve-step, self-help groups, sychotherapy generally deals with emotional and behavioral prob- the reasons, it may not always help him find ways to move past the
always thinking of and keeping herself in a “broken” mode. For this
kind of person, there is no “post-addiction” victory. Life becomes a bro-
P lems and disruptive situations — such as addictions — and seeks
to bring the client to normal function by focusing on his dysfunction.
holes, or better yet, to fill them in.
In the clinical therapy practice, the client presents a problem: in this
ken record, caught endlessly in the loop of therapy and self-help pro- This context can keep the person in constant recovery, which uncon- Therapy focuses on the inner world of the addict, but does not necessari- case, an addiction. He or she has come to you to “fix” the problem. In
grams, never realizing what lies beyond addiction. Life is consumed with sciously imposes a limit on discovering and creating a fulfilling, pur- ly translate into the outer dynamics and his future potential. Contrast your therapy model for this client, you undertake all the strategies you
the need merely to maintain, never to reach and achieve. The fear of poseful life. In contrast, life coaching generally deals with functional therapy and coaching in this way: You are driving down the freeway; have been trained to use in the process of healing, including patient

therapy alliance get to know
diagnosis and treatment plans. All of these strategies are aimed at fixing Most therapists agree that to avoid a relapse, something must replace
the existing problem. The client’s perspective in all of this is that you the addictive substance or situation. For those who have spent many • In their teaching experiences, Neil Stroul, Ph.D. and Chris Wahl, M.A., discover
will fix him. Coaching, however, is not about fixing; it’s about creating. years in and out of addictive situations, the addictions themselves create that, when all is going well, synchronicity and creativity permeate coaching.
There is no need for a diagnostic label or even a treatment plan. The a lifestyle that is difficult to change. Often, a void is left in that person’s
Being, Doing, Using

assumption in life coaching, for both the client and the coach, is that by life that needs filling. Life coaching can help the client breach this gap
working together the client will have greater success in planning, setting with productive alternatives that may quite possibly allow her or him to
goals, and creating a healthy lifestyle. The therapist facilitates the fix- reach previously unattained potentials.
ing, and the coach facilitates the progress to a fulfilling life beyond the
addiction. transition occurs in the client’s life when moving from therapy to
uring the initial treatment stages of addiction therapy, the therapist

A coaching. Therapy is centered in psychoanalytic styles, pathology,
process, history and the exploration of the inner world. It focuses on A Way to Understanding Coaching
D is the professional — the expert who fixes the problem. This power solutions for specific “problems.” As the client transitions to coaching,
s faculty members in the Leadership Coaching Certificate development generates an imperative for coaches to continually work on
differential is difficult to overcome in any coaching relationship, since
the power, from the client’s perspective, rests with the therapist. While
therapy sessions may quite often be intense and sometimes even diffi-
cult, the coaching relationship is more on an equal footing. A life coach
makes a conscious effort to keep the coaching relationship balanced —
an active partnership.
he begins to experience a broad focus on his whole person, not just the
addiction. The orientation is on outcomes and action, moving from the
inner world of therapy to the outer realities and possibilities of life.
In therapy, the vision is limited to a specific set of circumstances that

have created something “bad” in the person’s life. In coaching, an
A Program at Georgetown University, Washington, DC, we are
master coaches dedicated to “double-loop” learning. We also
learn from our work, our interactions with other faculty
members and our students. In fact, one of the great benefits of teaching
coaching is that it is a superb vehicle for deepening clarity regarding
their own development. Spiritually, psychologically, emotionally, intel-
lectually, physically —coaches must work on their own “fitness to
coach.” We encourage Georgetown students to expand their body of dis-
tinctions, and to continually pursue their own growth. We are staunchly
eclectic, offering students myriad concepts, ways of thinking, and ways
unlimited vision opens up, filled with promise — the opportunity and your own practice, and drawing a clearer connection between theory to “be” a coach, so that they can shape their own transformation
Coaches recognize that their clients have the knowledge and the solu- ability to achieve dreams, leaving behind the limitations of the past. The and practice. As a result, our thinking about coaching, and our practice, towards the future they desire.
tions; the coach simply helps unlock the clients’ own brilliance. therapist asks “why?” The coach asks “how?” The post- addictive client are constantly evolving.
Coaching sessions are typically open, often friendly, casual and even moves from being patient to partner with the possibility of a bright and A working definition for development is that it involves learning whatever
We are on an ongoing quest to seek frameworks for making a wide vari- needs to be learned, so that over time, a person can create the future she
light. At appropriate times, the coach may even feel comfortable sharing attainable future. The gap is breached! • ety of ideas accessible. In our most recent thinking, we are focusing on or he desires. Learning, in the coaching context, emphasizes double-loop
personal experiences that are pertinent to what the client is experienc-
ing. Typically, clients and coaches come to feel they really know each the distinctions between “being, ” “doing,” and “using. ” We have learning, or noticing the feedback that comes from engaging in a certain
other on a deeper level than is common in most other professional begun to think of coaching in these three parallel streams. activity a certain way, and shifting your approach based on that feedback.
relationships. What’s Next? he first — being — comes from the grounding many of us have in
When coaches are successful, clients become more skilled at double loop-
ing: noticing the feedback. They detect errors and notice when results do
Should the therapist also don the coaching hat? Often, the answer to
T he advent of coaching has changed the post-addiction out-
look for those who have reached sobriety and are looking to
T ontological coaching and eastern philosophies — the ideas of
“being,” “authenticity,” “being present to” and “being with” our
not match intentions, they become curious about their own role in gen-
erating the outcome, and they shift their approach, or “self-correct”
this question is no! Generally, a therapist separates his or her therapy
practice from any coaching practice. However, it is true that some
create lives of fulfillment and promise beyond the plateau of clients. We encourage our students to “be” and to learn to be comfort- based on the feedback. Now they can pursue learning or actions that
maintenance. If you are a therapist, you have considerable able with just “being.” It’s very hard for most to do that! increase the probability of the desired outcome “the next time.”
therapists have been trained as coaches, and practice coaching tech- options in exploring the possibilities of using life coaching for
niques with many of their therapy clients. And many therapists have your patients. Some therapists have moved out of the therapy
actually transitioned very successfully into full-time coaching. profession altogether into full-time life coaching. Their formal The second stream, doing, has to do with the actual work of coaching. Coaching is a craft, involving both discipline and art. The principle,
training and education as therapists make them coaches with While, initially, we emphasize the being idea with our students, some- “help clients become more effective at error detecting and self-correct-
For therapists who are also coaches and practice active therapy with unique skills and background, able to co-create productive lives thing has to happen in the coaching for organizations to pay us and for ing,” represents an example of the “discipline” aspect of coaching. It
with their clients, as well as experience fulfillment in supporting clients to begin to experiment with new ideas or behaviors and feel like represents a generic goal to which all coaches should aspire.
their clients, it is possible to move into a coaching phase with the others to live their dreams.
addictive client, as long as there is a ritual ending to the therapy rela- they are getting somewhere.
tionship, and coaching is begun formally and clearly. It is still best, The “art” aspect of coaching reflects how every coach brings his or her
For others, investigating the resources available in professional
however, for therapists to refer clients to life coaches when they have life coaching, and learning how to determine the appropriate The third stream actually supports the first two; we are calling it the unique “body of distinctions” to the coaching relationship, and lever-
resolved their therapeutic issues and are ready to move forward with time for the transition of their patients from therapy to coaching using stream. Whatever beliefs a coach has, whatever experiences a ages these distinctions to help clients engage in developmental work.
their life plans.
with another professional, can be an invaluable asset to their coach has, and whatever models or tools inform a coach, at some point Thus, two coaches with two distinctively different personalities and edu-
addictive patients. However you choose to incorporate life coach- in the coaching some or all of these will converge to afford one or sever- cations can both successfully help clients become better at self-correct-
ing into your therapy practice, this option is the logical next step
al approaches or structures for a coach to work with. Students in our ing and error detecting, without being compelled to fit a constrained
for your addictive patients. It will take them beyond the twelfth
step into a life of new and continuing successes. program work on all three streams, with particular emphasis, at least style. A coach’s entire spectrum of knowledge and experience can be
“The therapist is the

expert; the coach is your
partner.
initially, on being — which is enough to drive most new coaches crazy.
D evelopment for coaches precedes development for their clients.

Because we believe that coaches help clients “step up and into”
offered in service to a client. Coaches deploy their “entire self” to help
clients develop. And that is why being is a critical foundation to a
coach’s self-knowledge and self-development.
”
Patrick Williams, Ph.D., MCC, is co-author, with Deborah C. Davis, of Therapist

as Life Coach: Transforming Your Practice (W.W. Norton & Company). their development, we also believe that for them to be able to help a
client, coaches need to develop themselves. Assisting others in their
“ Coaching involves both
discipline and art.
FALL 2003 PREMIER ISSUE ” 43
therapy alliance get to know
diagnosis and treatment plans. All of these strategies are aimed at fixing Most therapists agree that to avoid a relapse, something must replace
the existing problem. The client’s perspective in all of this is that you the addictive substance or situation. For those who have spent many • In their teaching experiences, Neil Stroul, Ph.D. and Chris Wahl, M.A., discover
will fix him. Coaching, however, is not about fixing; it’s about creating. years in and out of addictive situations, the addictions themselves create that, when all is going well, synchronicity and creativity permeate coaching.
There is no need for a diagnostic label or even a treatment plan. The a lifestyle that is difficult to change. Often, a void is left in that person’s
Being, Doing, Using

assumption in life coaching, for both the client and the coach, is that by life that needs filling. Life coaching can help the client breach this gap
working together the client will have greater success in planning, setting with productive alternatives that may quite possibly allow her or him to
goals, and creating a healthy lifestyle. The therapist facilitates the fix- reach previously unattained potentials.
ing, and the coach facilitates the progress to a fulfilling life beyond the
addiction. transition occurs in the client’s life when moving from therapy to
uring the initial treatment stages of addiction therapy, the therapist

A coaching. Therapy is centered in psychoanalytic styles, pathology,
process, history and the exploration of the inner world. It focuses on A Way to Understanding Coaching
D is the professional — the expert who fixes the problem. This power solutions for specific “problems.” As the client transitions to coaching,
s faculty members in the Leadership Coaching Certificate development generates an imperative for coaches to continually work on
differential is difficult to overcome in any coaching relationship, since
the power, from the client’s perspective, rests with the therapist. While
therapy sessions may quite often be intense and sometimes even diffi-
cult, the coaching relationship is more on an equal footing. A life coach
makes a conscious effort to keep the coaching relationship balanced —
an active partnership.
he begins to experience a broad focus on his whole person, not just the
addiction. The orientation is on outcomes and action, moving from the
inner world of therapy to the outer realities and possibilities of life.
In therapy, the vision is limited to a specific set of circumstances that

have created something “bad” in the person’s life. In coaching, an
A Program at Georgetown University, Washington, DC, we are
master coaches dedicated to “double-loop” learning. We also
learn from our work, our interactions with other faculty
members and our students. In fact, one of the great benefits of teaching
coaching is that it is a superb vehicle for deepening clarity regarding
their own development. Spiritually, psychologically, emotionally, intel-
lectually, physically —coaches must work on their own “fitness to
coach.” We encourage Georgetown students to expand their body of dis-
tinctions, and to continually pursue their own growth. We are staunchly
eclectic, offering students myriad concepts, ways of thinking, and ways
unlimited vision opens up, filled with promise — the opportunity and your own practice, and drawing a clearer connection between theory to “be” a coach, so that they can shape their own transformation
Coaches recognize that their clients have the knowledge and the solu- ability to achieve dreams, leaving behind the limitations of the past. The and practice. As a result, our thinking about coaching, and our practice, towards the future they desire.
tions; the coach simply helps unlock the clients’ own brilliance. therapist asks “why?” The coach asks “how?” The post- addictive client are constantly evolving.
Coaching sessions are typically open, often friendly, casual and even moves from being patient to partner with the possibility of a bright and A working definition for development is that it involves learning whatever
We are on an ongoing quest to seek frameworks for making a wide vari- needs to be learned, so that over time, a person can create the future she
light. At appropriate times, the coach may even feel comfortable sharing attainable future. The gap is breached! • ety of ideas accessible. In our most recent thinking, we are focusing on or he desires. Learning, in the coaching context, emphasizes double-loop
personal experiences that are pertinent to what the client is experienc-
ing. Typically, clients and coaches come to feel they really know each the distinctions between “being, ” “doing,” and “using. ” We have learning, or noticing the feedback that comes from engaging in a certain
other on a deeper level than is common in most other professional begun to think of coaching in these three parallel streams. activity a certain way, and shifting your approach based on that feedback.
relationships. What’s Next? he first — being — comes from the grounding many of us have in
When coaches are successful, clients become more skilled at double loop-
ing: noticing the feedback. They detect errors and notice when results do
Should the therapist also don the coaching hat? Often, the answer to
T he advent of coaching has changed the post-addiction out-
look for those who have reached sobriety and are looking to
T ontological coaching and eastern philosophies — the ideas of
“being,” “authenticity,” “being present to” and “being with” our
not match intentions, they become curious about their own role in gen-
erating the outcome, and they shift their approach, or “self-correct”
this question is no! Generally, a therapist separates his or her therapy
practice from any coaching practice. However, it is true that some
create lives of fulfillment and promise beyond the plateau of clients. We encourage our students to “be” and to learn to be comfort- based on the feedback. Now they can pursue learning or actions that
maintenance. If you are a therapist, you have considerable able with just “being.” It’s very hard for most to do that! increase the probability of the desired outcome “the next time.”
therapists have been trained as coaches, and practice coaching tech- options in exploring the possibilities of using life coaching for
niques with many of their therapy clients. And many therapists have your patients. Some therapists have moved out of the therapy
actually transitioned very successfully into full-time coaching. profession altogether into full-time life coaching. Their formal The second stream, doing, has to do with the actual work of coaching. Coaching is a craft, involving both discipline and art. The principle,
training and education as therapists make them coaches with While, initially, we emphasize the being idea with our students, some- “help clients become more effective at error detecting and self-correct-
For therapists who are also coaches and practice active therapy with unique skills and background, able to co-create productive lives thing has to happen in the coaching for organizations to pay us and for ing,” represents an example of the “discipline” aspect of coaching. It
with their clients, as well as experience fulfillment in supporting clients to begin to experiment with new ideas or behaviors and feel like represents a generic goal to which all coaches should aspire.
their clients, it is possible to move into a coaching phase with the others to live their dreams.
addictive client, as long as there is a ritual ending to the therapy rela- they are getting somewhere.
tionship, and coaching is begun formally and clearly. It is still best, The “art” aspect of coaching reflects how every coach brings his or her
For others, investigating the resources available in professional
however, for therapists to refer clients to life coaches when they have life coaching, and learning how to determine the appropriate The third stream actually supports the first two; we are calling it the unique “body of distinctions” to the coaching relationship, and lever-
resolved their therapeutic issues and are ready to move forward with time for the transition of their patients from therapy to coaching using stream. Whatever beliefs a coach has, whatever experiences a ages these distinctions to help clients engage in developmental work.
their life plans.
with another professional, can be an invaluable asset to their coach has, and whatever models or tools inform a coach, at some point Thus, two coaches with two distinctively different personalities and edu-
addictive patients. However you choose to incorporate life coach- in the coaching some or all of these will converge to afford one or sever- cations can both successfully help clients become better at self-correct-
ing into your therapy practice, this option is the logical next step
al approaches or structures for a coach to work with. Students in our ing and error detecting, without being compelled to fit a constrained
for your addictive patients. It will take them beyond the twelfth
step into a life of new and continuing successes. program work on all three streams, with particular emphasis, at least style. A coach’s entire spectrum of knowledge and experience can be
“The therapist is the

expert; the coach is your
partner.
initially, on being — which is enough to drive most new coaches crazy.
D evelopment for coaches precedes development for their clients.

Because we believe that coaches help clients “step up and into”
offered in service to a client. Coaches deploy their “entire self” to help
clients develop. And that is why being is a critical foundation to a
coach’s self-knowledge and self-development.
”
Patrick Williams, Ph.D., MCC, is co-author, with Deborah C. Davis, of Therapist

as Life Coach: Transforming Your Practice (W.W. Norton & Company). their development, we also believe that for them to be able to help a
client, coaches need to develop themselves. Assisting others in their
“ Coaching involves both
discipline and art.
FALL 2003 PREMIER ISSUE ” 43
get to know get to know
ur students, already successful leaders, human resources managers, We offer several models distilled from many years of coaching experi- Throughout our lives, we formulate our own unique way of “being in bilities that they might not perceive. This is appreciative listening,
O organizational development consultants and educators, bring a
wealth of experience to a coaching relationship. Yet, at first, one of their
ence, and we practice the doing of coaching repeatedly in class, in
smaller learning groups, and with live clients with real leadership issues.
the world.” Prior experience becomes a container shaping what we
notice, how we decide and act. To the extent we are ignorant of our own
the highest form of listening with curiosity. We urge the coaches we
train to strive to operate in the distinctive and appreciative (curious)
biggest hurdles is “getting” the client’s story so quickly that they discov- This practice work culminates in two days of observations in which our structural determinism, we are at risk for assuming that our personal modes of listening when coaching clients. (See Figure 2.)
er themselves drowning in it. students get to show us all that they have learned by coaching a client truths are actually “the truth” that is applicable to everyone. Structural
whom they’ve never met, and doing this in front of peers and master determinism constrains our capacity for curiosity. Thus, becoming curi- Curious Not Curious
Initially, we find them giving advice and imagining that they have pro- coaches. ous as a way of being extends into curiosity about the terrain of the
Distinctive. We’re actively curi- Mindful. We recognize that the
vided the magic “fix” that the client has been struggling to find all inner landscape, as well as being curious about how clients construct ous and listen for how the other other person is different from us.
along. Not only have they not understood the client in any marginally hen coaching is moving along, the coach is not only being pre- their realities.
deep way, they have applied their own fix and called it a success.
Meanwhile, the client thinks, “Gee, I must really be stupid if this thing
W sent to the client, the coach is also working with the client, and
they are engaged in activity together. This activity is typically conversa- Curiosity rests on adopting a beginner’s mindset. When being truly
person’s story differs from our
own. We are able to detect the
differences and seek to confirm
how we are similar or different.
We are able to appreciate that
their perspectives and concerns
may be different from our own.
is that easy to fix.” What’s missing? Lots. New coaches often get caught tion about what the client is facing; what the client wants; what keeps curious, “not knowing” — ignorance — is not problematic. In fact,
Appreciative. We actively listen Habitual. We listen from
in doing before they are being — adopting a hero role, which means the client stuck or fearful; and what experiments or reflections the client the opposite is true. Being truly curious allows us to be with someone, "into" the other person’s story. We "inside" our own story. There is
that the coaching really is all about them, not their client. How is this can engage in to begin to see his or her world in a new light. as if for the first time. We assume novelty. There is an inherent fascina- are able to detect the underlying little or no awareness that the
mental modes, and are able to other’s story may be different
being of service? tion with the process of exploring, of not knowing in advance the end- listen for new possibilities. from our own.
“ Being is crucial; it’s about

knowing yourself.
“ Using engages the client to
think and feel in a new way.
”
point, destination or outcome.
W hile there are many ways of expressing curiosity, the most promi-
Figure 2: A listening model
”
We often say at Georgetown, “who you be” is just as important, if not
more important, than “what you do.” Being is about knowing yourself,
At this point the coach is using his or her “whole” self to bring new lens-
es to the client, to engage the client in new thinking and feeling, which
ultimately result in new behaviors and desired outcomes. The coach is
nent involves how coaches listen. How can they expand their
capacity for “listening with curiosity?” We illustrate the capacity for
curiosity by comparing it to the idea of the competency model in Figure 1.
F inally, how might a coach use curiosity as a tool for working with
clients? Consider this example: A client wanted to be seen as “more
of a leader.” Curious, we asked her to talk about herself as a leader. Her
ways of thinking and speaking about leadership were, in our assessment,
knowing that your experience is yours alone, noticing your thinking also using a number of tools and ways of being: listening, thinking, You know You know limited, and confused with basic management. She disagreed with that
and feeling patterns, and being competent at staying present. This is reflecting, inquiry, assessments, humor, presence, models, books, that you know 3 2 that you don’t know assessment, but was willing to get curious, because she actually didn’t
important for all coaches, because they need to know where they start resources, charts, movies, music, drawings — anything necessary and know what she did to show up as a leader.
and stop, and where their clients begin. This involves stepping personally available — to help the client step into his or her own development.
You don’t know
that you know
4 1 You don’t know
that you don’t know
into their own development first before they begin the doing of coaching. As a practice, we asked her to notice how much time, over a two-week
o further illustrate the framework being, doing, using (BDU™), Figure 1: A competency model period, she spent doing “management” activities versus “leadership”
A coach needs to show results; being with a client is not enough.

What’s needed are purpose, goals, intention and structures to sup-
T we have taken one coaching concept, curiosity, and threaded it
through the framework. Here, “curiosity,” means a way of being with The underlying reasoning of the competency model is that in the begin-
ones. Was she in the details or was she focusing on the future and inspir-
ing her team to do the same? She returned to our session with some real
port the client’s desired future, as well as some great, purposeful conver- clients, intimating a caring kind of inquisitiveness, the gentle pursuit of ning, we are not aware of our lack of competence in a particular domain data that proved to herself that she was not only caught in management
sation. We teach our students two distinctions that support the doing of the client’s story in a spirit of inquiry. To be curious, the coach needs to (1). Building competence begins with the awareness of not knowing (2), mode, she would end up doing some of her subordinates’ work. While we
coaching. One is the difference between “interesting” and “purposeful” stand in a kind of openness and flexibility that suggests, “I don’t know; which will often initiate learning activity (3). With sufficient application could have said to her, “as a leader you need to focus more on what is
conversations. Part of being a great coach is to know where you are in I’d like to learn as much as I can.” This brings us back to that hurdle, of the new knowledge, the knowledge becomes tacit: We don’t know that possible than on what needs doing right now,” and have her respond, “I
the conversation, and to be sure that you are co-creating a purposeful which looks more like, “I know, and you need to learn as much as you we know (4). We can use the competency model as a template for under- already do that,” instead, we asked her to get curious.
one aimed at the client’s desires and goals. can from me.” Curiosity in a coach is a lovely quality! standing how one might cultivate “listening with curiosity.”
Her foray into curiosity led to double looping and blossomed into some-
A second distinction, working “tactically” and “strategically,” allows To be curious, coaches need to be aware of their own “structural A comparable cycle to becoming curious resembles building compe- thing bigger. She got curious about numerous aspects of leadership: how
coaches to work in real time on pressing issues as well as on longer-term determinism,” their own filters, predispositions and preferences for tence. Often, in everyday discourse, we are not sufficiently aware that the to set a vision and talk about it; how other leaders do that; how to coach
issues that, overall, will make a difference in the leader’s life. Based on scanning the environment and processing information. A coach needs person with whom we’re conversing has led a life different from ours. and teach subordinates versus doing their work for them; how to allow
the goals a client has set, the coach has a general roadmap of the to know what triggers and interpretations constitute his or her personal We listen out of our own habits — habitual listening. However, we herself time to think bigger thoughts and generate opportunities and
client’s desired future. Yet every client we’ve ever worked with has press- conditioning, and fundamentally needs to be curious about these, to can at least choose to become mindful that the other person’s life is dif- possibilities, to name a few. She stepped into her own development.
ing issues, something that “just happened.” A coach needs to be able to make them transparent, and to be able to see these as distinct from ferent; but that does not necessarily translate into being curious about
find the gem in the pressing issue that can help the client get an early others’ interpretations. the life they’ve led. That would be mindful listening. Nonetheless, Our focus on being, doing, using is an accessible model for new
success as well as ground the client for future, strategic work. becoming intentionally curious about the nature of the differences and coaches to begin their own fitness regime for coaching. When all is
tructural determinism refers to the idea that all of us are reflec- asking questions might reveal to us what the other person notices and going well, all three of these paradigms are working in synchronous and
S
“ Doing requires strategic
interaction with the client now
and in the future.
tions of our personal conditioning histories. A very basic example is
this: If your family always ate at a round table and argued during meals,
you may associate the round table with argument; but if your family ate at
a round table and had fun together, you may associate the round table
with good feelings. In the end, it’s just a round table! But each interpreta-
how they look at life. That is distinctive listening.
Practicing intentional curiosity develops a secondary capacity — based

upon our personal and different distinctions, we might come to appreci-
creative ways, depending on who the coach is. And the “who” is where
we start in our work with students at Georgetown. •
Neil Stroul, Ph.D., is a senior faculty member at Georgetown University. Chris

” tion is a result of our personal conditioning.
ate that, in the other person’s current frame of reference, there are possi- Wahl, M.A., is the Director of the Leadership Coaching Program.

get to know get to know
ur students, already successful leaders, human resources managers, We offer several models distilled from many years of coaching experi- Throughout our lives, we formulate our own unique way of “being in bilities that they might not perceive. This is appreciative listening,
O organizational development consultants and educators, bring a
wealth of experience to a coaching relationship. Yet, at first, one of their
ence, and we practice the doing of coaching repeatedly in class, in
smaller learning groups, and with live clients with real leadership issues.
the world.” Prior experience becomes a container shaping what we
notice, how we decide and act. To the extent we are ignorant of our own
the highest form of listening with curiosity. We urge the coaches we
train to strive to operate in the distinctive and appreciative (curious)
biggest hurdles is “getting” the client’s story so quickly that they discov- This practice work culminates in two days of observations in which our structural determinism, we are at risk for assuming that our personal modes of listening when coaching clients. (See Figure 2.)
er themselves drowning in it. students get to show us all that they have learned by coaching a client truths are actually “the truth” that is applicable to everyone. Structural
whom they’ve never met, and doing this in front of peers and master determinism constrains our capacity for curiosity. Thus, becoming curi- Curious Not Curious
Initially, we find them giving advice and imagining that they have pro- coaches. ous as a way of being extends into curiosity about the terrain of the
Distinctive. We’re actively curi- Mindful. We recognize that the
vided the magic “fix” that the client has been struggling to find all inner landscape, as well as being curious about how clients construct ous and listen for how the other other person is different from us.
along. Not only have they not understood the client in any marginally hen coaching is moving along, the coach is not only being pre- their realities.
deep way, they have applied their own fix and called it a success.
Meanwhile, the client thinks, “Gee, I must really be stupid if this thing
W sent to the client, the coach is also working with the client, and
they are engaged in activity together. This activity is typically conversa- Curiosity rests on adopting a beginner’s mindset. When being truly
person’s story differs from our
own. We are able to detect the
differences and seek to confirm
how we are similar or different.
We are able to appreciate that
their perspectives and concerns
may be different from our own.
is that easy to fix.” What’s missing? Lots. New coaches often get caught tion about what the client is facing; what the client wants; what keeps curious, “not knowing” — ignorance — is not problematic. In fact,
Appreciative. We actively listen Habitual. We listen from
in doing before they are being — adopting a hero role, which means the client stuck or fearful; and what experiments or reflections the client the opposite is true. Being truly curious allows us to be with someone, "into" the other person’s story. We "inside" our own story. There is
that the coaching really is all about them, not their client. How is this can engage in to begin to see his or her world in a new light. as if for the first time. We assume novelty. There is an inherent fascina- are able to detect the underlying little or no awareness that the
mental modes, and are able to other’s story may be different
being of service? tion with the process of exploring, of not knowing in advance the end- listen for new possibilities. from our own.
“ Being is crucial; it’s about

knowing yourself.
“ Using engages the client to
think and feel in a new way.
”
point, destination or outcome.
W hile there are many ways of expressing curiosity, the most promi-
Figure 2: A listening model
”
We often say at Georgetown, “who you be” is just as important, if not
more important, than “what you do.” Being is about knowing yourself,
At this point the coach is using his or her “whole” self to bring new lens-
es to the client, to engage the client in new thinking and feeling, which
ultimately result in new behaviors and desired outcomes. The coach is
nent involves how coaches listen. How can they expand their
capacity for “listening with curiosity?” We illustrate the capacity for
curiosity by comparing it to the idea of the competency model in Figure 1.
F inally, how might a coach use curiosity as a tool for working with
clients? Consider this example: A client wanted to be seen as “more
of a leader.” Curious, we asked her to talk about herself as a leader. Her
ways of thinking and speaking about leadership were, in our assessment,
knowing that your experience is yours alone, noticing your thinking also using a number of tools and ways of being: listening, thinking, You know You know limited, and confused with basic management. She disagreed with that
and feeling patterns, and being competent at staying present. This is reflecting, inquiry, assessments, humor, presence, models, books, that you know 3 2 that you don’t know assessment, but was willing to get curious, because she actually didn’t
important for all coaches, because they need to know where they start resources, charts, movies, music, drawings — anything necessary and know what she did to show up as a leader.
and stop, and where their clients begin. This involves stepping personally available — to help the client step into his or her own development.
You don’t know
that you know
4 1 You don’t know
that you don’t know
into their own development first before they begin the doing of coaching. As a practice, we asked her to notice how much time, over a two-week
o further illustrate the framework being, doing, using (BDU™), Figure 1: A competency model period, she spent doing “management” activities versus “leadership”
A coach needs to show results; being with a client is not enough.

What’s needed are purpose, goals, intention and structures to sup-
T we have taken one coaching concept, curiosity, and threaded it
through the framework. Here, “curiosity,” means a way of being with The underlying reasoning of the competency model is that in the begin-
ones. Was she in the details or was she focusing on the future and inspir-
ing her team to do the same? She returned to our session with some real
port the client’s desired future, as well as some great, purposeful conver- clients, intimating a caring kind of inquisitiveness, the gentle pursuit of ning, we are not aware of our lack of competence in a particular domain data that proved to herself that she was not only caught in management
sation. We teach our students two distinctions that support the doing of the client’s story in a spirit of inquiry. To be curious, the coach needs to (1). Building competence begins with the awareness of not knowing (2), mode, she would end up doing some of her subordinates’ work. While we
coaching. One is the difference between “interesting” and “purposeful” stand in a kind of openness and flexibility that suggests, “I don’t know; which will often initiate learning activity (3). With sufficient application could have said to her, “as a leader you need to focus more on what is
conversations. Part of being a great coach is to know where you are in I’d like to learn as much as I can.” This brings us back to that hurdle, of the new knowledge, the knowledge becomes tacit: We don’t know that possible than on what needs doing right now,” and have her respond, “I
the conversation, and to be sure that you are co-creating a purposeful which looks more like, “I know, and you need to learn as much as you we know (4). We can use the competency model as a template for under- already do that,” instead, we asked her to get curious.
one aimed at the client’s desires and goals. can from me.” Curiosity in a coach is a lovely quality! standing how one might cultivate “listening with curiosity.”
Her foray into curiosity led to double looping and blossomed into some-
A second distinction, working “tactically” and “strategically,” allows To be curious, coaches need to be aware of their own “structural A comparable cycle to becoming curious resembles building compe- thing bigger. She got curious about numerous aspects of leadership: how
coaches to work in real time on pressing issues as well as on longer-term determinism,” their own filters, predispositions and preferences for tence. Often, in everyday discourse, we are not sufficiently aware that the to set a vision and talk about it; how other leaders do that; how to coach
issues that, overall, will make a difference in the leader’s life. Based on scanning the environment and processing information. A coach needs person with whom we’re conversing has led a life different from ours. and teach subordinates versus doing their work for them; how to allow
the goals a client has set, the coach has a general roadmap of the to know what triggers and interpretations constitute his or her personal We listen out of our own habits — habitual listening. However, we herself time to think bigger thoughts and generate opportunities and
client’s desired future. Yet every client we’ve ever worked with has press- conditioning, and fundamentally needs to be curious about these, to can at least choose to become mindful that the other person’s life is dif- possibilities, to name a few. She stepped into her own development.
ing issues, something that “just happened.” A coach needs to be able to make them transparent, and to be able to see these as distinct from ferent; but that does not necessarily translate into being curious about
find the gem in the pressing issue that can help the client get an early others’ interpretations. the life they’ve led. That would be mindful listening. Nonetheless, Our focus on being, doing, using is an accessible model for new
success as well as ground the client for future, strategic work. becoming intentionally curious about the nature of the differences and coaches to begin their own fitness regime for coaching. When all is
tructural determinism refers to the idea that all of us are reflec- asking questions might reveal to us what the other person notices and going well, all three of these paradigms are working in synchronous and
S
“ Doing requires strategic
interaction with the client now
and in the future.
tions of our personal conditioning histories. A very basic example is
this: If your family always ate at a round table and argued during meals,
you may associate the round table with argument; but if your family ate at
a round table and had fun together, you may associate the round table
with good feelings. In the end, it’s just a round table! But each interpreta-
how they look at life. That is distinctive listening.
Practicing intentional curiosity develops a secondary capacity — based

upon our personal and different distinctions, we might come to appreci-
creative ways, depending on who the coach is. And the “who” is where
we start in our work with students at Georgetown. •
Neil Stroul, Ph.D., is a senior faculty member at Georgetown University. Chris

” tion is a result of our personal conditioning.
ate that, in the other person’s current frame of reference, there are possi- Wahl, M.A., is the Director of the Leadership Coaching Program.

soul of coaching sharpening our edge
• For Leza Danly, coaching means reaching up and in to touch the numinous in her clients, to experience the divine. The ability to see and understand these finer distinctions allows our
clients to connect with those brilliant aspects of Self as described in
• A successful coach is, among other things, an
informed coach. So we, at choice, plan on being the
the often-quoted passage in one of Marianne Williamson’s books:
means of informing the coaching community about
“Our deepest fear is that we are powerful beyond measure. It is our
Coaching, the Sacred Journey light, not our darkness, that most frightens us.” Our clients need our opportunities to learn and sharpen our coaching skills at
support to see and embrace their own divinity, to know the More Real events, conferences and seminars.
within and claim the courage to live it.
If I had to name the biggest hurdle all my clients face, it would be Conferences
giving themselves permission to live this More Real life. “Can I really
let it be that easy? Can I receive for no reason? What is my value if
• The International Coach Federation’s eight annual interna-
tional conference, “A Model of Excellence,” is being held in
hat is the essence of a coach? Throughout your coaching
W
I’m not struggling to earn it?” Accompanying our clients through Denver, Colorado, USA, on November 13 – 15, 2003. For
career, you’ve likely found yourself asking this question the terrain of these questions becomes the sacred work of pioneering details, visit www.coach-federation.org/conference/internation-
repeatedly. As your answers to this ongoing inquiry deep- a whole new world. al/index.asp.
en and evolve, perhaps you’ve discovered what I have
about the essence of a coach. n the bigger picture, our planet is going through a thrilling evolu-
• The Tenth Annual European Mentoring and Coaching
I believe the coach is the one who helps their clients see the difference
I tion from a paradigm of Domination to one of Dominion. We all
know and see the reality of Domination all around us, marked by
Conference is to be held on November 18 – 20, 2003 at the
Robinson Executive Coach Centre, St. Noets, near Cambridge,
England. For conference information, contact: David
between what is real and what is illusion. If you can’t distinguish the fear, scarcity, control, struggle, competition, vindication, blame and Megginson, Co-chair, European Mentoring and Coaching
real from the illusion in your clients’ lives, you will get caught up in the loneliness of believing we are separate from the Source of our Council. Phone: +44 (0) 114 225 5210; Fax: +44 (0) 114
coaching their circumstances. If you think your clients’ deepest motiva- spirituality. The world of Dominion is less visible, yet we all have 289 5268; E-mail: d.f.megginson@shu.ac.uk.
tions are to lose weight, make more money or create a tangible accom- times when we feel “in the flow,” connected to everything, when
plishment, you’re likely missing the point. In effect, you have stopped everything is fun, when we feel the universe loving us very personally.
seeing their “realness,” and have joined them in a futile attempt to
Therapists looking for
change their illusions without changing themselves. The role of the coach is to hold the space for this sacred journey, to be coach training
I define the “real” in my clients as their internal landscapes — emo-
the ally and loyal champion as the client crosses the bridge from
Domination to Dominion in his or her own life. As we each face and
• If you are interested in adding coaching to your practice,
consider the Institute for Life Coach Training, specifically train-
tions, beliefs, attitudes, their inner child and adolescent, the light and move beyond the lies of Domination to found a world of Dominion ing therapists and aligned helping professionals only, at
the dark of who they are, and other aspects of the multidimensional within, based on the More Real of who we are, the illusion will reflect www.lifecoachtraining.com
Self. The illusion is all the external circumstances. that new reality personally and globally.
Yes, our clients want to create the things they desire, but not just to have As you embrace the commitment to remember who you really are —
General information
them. They want to experience themselves as powerfully able to create which requires the courage to keep on owning the parts of yourself on coaching
anything they want. It’s the power, the freedom, the love, the joy, the you want to deny and loving them into wholeness — you will begin
grace and the triumph of changing that we all deeply crave. to live in the world of Dominion. Once you know something of this
• For those looking for more information about coaching in
general, for training options and professional life coaches,
world, you can stand in that wisdom and invite others to cross the contact the International Coach Federation. Phone: 888-423-
bridge, to share this sacred journey together. 3131, e-mail: icfoffice@coachfederation.org or visit their web-
site at www.coachfederation.org.
“ Power is more real

than victimhood.
”
This has been the ecstatic reality of my coaching practice for the last
nine years, and I see more of my fellow coaches doing the same. It is
the most fun and fulfilling work I can imagine. It continuously
stretches me to receive the beauty and bounty of the Divine within my
• We want to hear about ways in which we can invest in our
community, for example, non-profit coaching, prison coaching,
coaching youth and all the ways coaching is showing up in the
world. So let us hear from you, our readers, about anything
clients. This is the sacred privilege of the coach — to be both witness that will help us keep on top of our “A” game –– sharpening our
Once you and your clients find the place of realness, your coaching
becomes more powerful and grounded. You can then move beyond the
to and pioneer of the birth of Dominion in our precious world. • edge, so to speak!
gross distinction between real and illusion and into the finer distinctions Leza Danly is the founder of Lucid Living, a spiritually based coach training
between the real and the “More Real.” For example, ease is more real company. Send your edge-sharpening information to:
than struggle. Power is more real than victimhood. Love is more real
editor@choice-online.com.
than apathy or fear. Gratitude is more real than guilt. Receiving is more
We’d love to hear from you!
real than control. Anger is more real than blame. Connection is more
Photo by Jan Tyler
real than separation.

soul of coaching sharpening our edge
• For Leza Danly, coaching means reaching up and in to touch the numinous in her clients, to experience the divine. The ability to see and understand these finer distinctions allows our
clients to connect with those brilliant aspects of Self as described in
• A successful coach is, among other things, an
informed coach. So we, at choice, plan on being the
the often-quoted passage in one of Marianne Williamson’s books:
means of informing the coaching community about
“Our deepest fear is that we are powerful beyond measure. It is our
Coaching, the Sacred Journey light, not our darkness, that most frightens us.” Our clients need our opportunities to learn and sharpen our coaching skills at
support to see and embrace their own divinity, to know the More Real events, conferences and seminars.
within and claim the courage to live it.
If I had to name the biggest hurdle all my clients face, it would be Conferences
giving themselves permission to live this More Real life. “Can I really
let it be that easy? Can I receive for no reason? What is my value if
• The International Coach Federation’s eight annual interna-
tional conference, “A Model of Excellence,” is being held in
hat is the essence of a coach? Throughout your coaching
W
I’m not struggling to earn it?” Accompanying our clients through Denver, Colorado, USA, on November 13 – 15, 2003. For
career, you’ve likely found yourself asking this question the terrain of these questions becomes the sacred work of pioneering details, visit www.coach-federation.org/conference/internation-
repeatedly. As your answers to this ongoing inquiry deep- a whole new world. al/index.asp.
en and evolve, perhaps you’ve discovered what I have
about the essence of a coach. n the bigger picture, our planet is going through a thrilling evolu-
• The Tenth Annual European Mentoring and Coaching
I believe the coach is the one who helps their clients see the difference
I tion from a paradigm of Domination to one of Dominion. We all
know and see the reality of Domination all around us, marked by
Conference is to be held on November 18 – 20, 2003 at the
Robinson Executive Coach Centre, St. Noets, near Cambridge,
England. For conference information, contact: David
between what is real and what is illusion. If you can’t distinguish the fear, scarcity, control, struggle, competition, vindication, blame and Megginson, Co-chair, European Mentoring and Coaching
real from the illusion in your clients’ lives, you will get caught up in the loneliness of believing we are separate from the Source of our Council. Phone: +44 (0) 114 225 5210; Fax: +44 (0) 114
coaching their circumstances. If you think your clients’ deepest motiva- spirituality. The world of Dominion is less visible, yet we all have 289 5268; E-mail: d.f.megginson@shu.ac.uk.
tions are to lose weight, make more money or create a tangible accom- times when we feel “in the flow,” connected to everything, when
plishment, you’re likely missing the point. In effect, you have stopped everything is fun, when we feel the universe loving us very personally.
seeing their “realness,” and have joined them in a futile attempt to
Therapists looking for
change their illusions without changing themselves. The role of the coach is to hold the space for this sacred journey, to be coach training
I define the “real” in my clients as their internal landscapes — emo-
the ally and loyal champion as the client crosses the bridge from
Domination to Dominion in his or her own life. As we each face and
• If you are interested in adding coaching to your practice,
consider the Institute for Life Coach Training, specifically train-
tions, beliefs, attitudes, their inner child and adolescent, the light and move beyond the lies of Domination to found a world of Dominion ing therapists and aligned helping professionals only, at
the dark of who they are, and other aspects of the multidimensional within, based on the More Real of who we are, the illusion will reflect www.lifecoachtraining.com
Self. The illusion is all the external circumstances. that new reality personally and globally.
Yes, our clients want to create the things they desire, but not just to have As you embrace the commitment to remember who you really are —
General information
them. They want to experience themselves as powerfully able to create which requires the courage to keep on owning the parts of yourself on coaching
anything they want. It’s the power, the freedom, the love, the joy, the you want to deny and loving them into wholeness — you will begin
grace and the triumph of changing that we all deeply crave. to live in the world of Dominion. Once you know something of this
• For those looking for more information about coaching in
general, for training options and professional life coaches,
world, you can stand in that wisdom and invite others to cross the contact the International Coach Federation. Phone: 888-423-
bridge, to share this sacred journey together. 3131, e-mail: icfoffice@coachfederation.org or visit their web-
site at www.coachfederation.org.
“ Power is more real

than victimhood.
”
This has been the ecstatic reality of my coaching practice for the last
nine years, and I see more of my fellow coaches doing the same. It is
the most fun and fulfilling work I can imagine. It continuously
stretches me to receive the beauty and bounty of the Divine within my
• We want to hear about ways in which we can invest in our
community, for example, non-profit coaching, prison coaching,
coaching youth and all the ways coaching is showing up in the
world. So let us hear from you, our readers, about anything
clients. This is the sacred privilege of the coach — to be both witness that will help us keep on top of our “A” game –– sharpening our
Once you and your clients find the place of realness, your coaching
becomes more powerful and grounded. You can then move beyond the
to and pioneer of the birth of Dominion in our precious world. • edge, so to speak!
gross distinction between real and illusion and into the finer distinctions Leza Danly is the founder of Lucid Living, a spiritually based coach training
between the real and the “More Real.” For example, ease is more real company. Send your edge-sharpening information to:
than struggle. Power is more real than victimhood. Love is more real
editor@choice-online.com.
than apathy or fear. Gratitude is more real than guilt. Receiving is more
We’d love to hear from you!
real than control. Anger is more real than blame. Connection is more
Photo by Jan Tyler
real than separation.

choice resource directory impact
The Q? Basics Advantage Our P ROFESSIONAL COACH

• According to coaches Marita Fridjhon and
Faith Fuller, Ph.D. “It is imperative to focus not
CERTIFICATION COURSE integrates only on the individual, but also on the family,
Success begins with foundational skills the philosophy, practical application and
and it’s never been easier or more fun organization, community, town or country the
to master the basics of open-ended business aspects of coaching.
questions! individual is embedded in.”
Q? Basics Delivered as nine modules over nine months,
Relationship
by Marcy Nelson-Garrison MA CPCC the course includes:
Excellent for coaches, coach training four intensives (held in Portland, OR)
programs and clients. three months of weekly tele-classes
Exclusively at: 2004 courses two independent study Practicums
start in February,
May, August and October. Education that makes a difference...
centreforcoachtraining.com (800) 401-1704
Coaching:
Photo by Darroch Putnam

The New Frontier
o you have what it takes to be a relationship coach? Can you coaching. It is as if society were demanding that relationship coaching
To reserve your space in our next issue
contact us at
advertising@choice-online.com
or 416-925-6643
D hold two or more clients at the same time in their own expe-
rience of “the truth” without voting? Will you sit in the fire
with a CEO and her team doing relationship work in the
reality of downsizing? Are you ready to coach relationships rather than
have your clients just talk about it?
move beyond diagnosis, needs assessments, and “fixing,” to the com-
mitment and discovery of what individuals, organizations and commu-
nities are trying to give birth to.
While the individual coaching paradigm is cutting edge work in a one-

on-one setting, it is not particularly responsive to the system that the indi-
Co-active relationship coaching is an umbrella containing principles of vidual, team, or community is a part of. Co-active relationship coaching
relationship work applicable to organizations, teams, groups and part- is responding to this need. The time has come to apply systems thinking
nerships — intimate as well as social and professional. Whether a to coaching, whether the recipient is an individual or a group. It is
Advertise your
coach specializes in corporate work, partnerships or social relationships, imperative to focus not only on the individual, but also on the family,
the principles and skills of relationship coaching are foundational. organization, community, town or country the individual is embedded in.
While the use of jargon and language may differ depending on the set-
ting it occurs in, the principles and tools remain the same.
While the traditional professions specializing in serving individuals and

“ Individual coaching
business with us! groups in society (such as therapy, mediation, consulting) will no doubt leaves out
critical connections.
”
remain viable, a new breed of professional is called forth in response to
the needs of the current market place. Increasingly, clients who have
experienced the empowerment of individual coaching are asking for the
same forward-looking approach to their relationships. There is now a No individual, organization or group ever exists in isolation, but is
need for relationship coaches! always part of a larger whole. To engage with the individual alone
At choice, we are also dedicated to helping you get the word out about your business. leaves out or ignores critical connections and interactions. To do indi-
To advertise with us, send your ads and/or enquiries to advertising@choice-online.com, A co-active relationship coach is a professional, not only highly skilled vidual work within groups and teams deprives everyone concerned of
in several of the above-mentioned areas, including individual coaching, information and creativity residing in the matrix. Admittedly, the art of
along with your name and e-mail address. but having sound academic/clinical training as well. Indeed, this area relationship coaching is in the ability to hold the relationship as the
of coaching seems to have populated itself with such professionals. client, rather than as the sum of its individuals! And, yes, relationships
Relatively new, it integrates the best of consulting, therapy, the human can and should be addressed in individual work! However, by not con-
potential movement, and sports coaching in response to the desire for sidering all the significant players, the result will be one-dimensional
For choice advertising guidelines, visit us at: www.choice-online.com individual evolution. A similar movement is afoot for relationship only, based on “hearsay.”

choice resource directory impact
The Q? Basics Advantage Our P ROFESSIONAL COACH

• According to coaches Marita Fridjhon and
Faith Fuller, Ph.D. “It is imperative to focus not
CERTIFICATION COURSE integrates only on the individual, but also on the family,
Success begins with foundational skills the philosophy, practical application and
and it’s never been easier or more fun organization, community, town or country the
to master the basics of open-ended business aspects of coaching.
questions! individual is embedded in.”
Q? Basics Delivered as nine modules over nine months,
Relationship
by Marcy Nelson-Garrison MA CPCC the course includes:
Excellent for coaches, coach training four intensives (held in Portland, OR)
programs and clients. three months of weekly tele-classes
Exclusively at: 2004 courses two independent study Practicums
start in February,
May, August and October. Education that makes a difference...
centreforcoachtraining.com (800) 401-1704
Coaching:
Photo by Darroch Putnam

The New Frontier
o you have what it takes to be a relationship coach? Can you coaching. It is as if society were demanding that relationship coaching
To reserve your space in our next issue
contact us at
advertising@choice-online.com
or 416-925-6643
D hold two or more clients at the same time in their own expe-
rience of “the truth” without voting? Will you sit in the fire
with a CEO and her team doing relationship work in the
reality of downsizing? Are you ready to coach relationships rather than
have your clients just talk about it?
move beyond diagnosis, needs assessments, and “fixing,” to the com-
mitment and discovery of what individuals, organizations and commu-
nities are trying to give birth to.
While the individual coaching paradigm is cutting edge work in a one-

on-one setting, it is not particularly responsive to the system that the indi-
Co-active relationship coaching is an umbrella containing principles of vidual, team, or community is a part of. Co-active relationship coaching
relationship work applicable to organizations, teams, groups and part- is responding to this need. The time has come to apply systems thinking
nerships — intimate as well as social and professional. Whether a to coaching, whether the recipient is an individual or a group. It is
Advertise your
coach specializes in corporate work, partnerships or social relationships, imperative to focus not only on the individual, but also on the family,
the principles and skills of relationship coaching are foundational. organization, community, town or country the individual is embedded in.
While the use of jargon and language may differ depending on the set-
ting it occurs in, the principles and tools remain the same.
While the traditional professions specializing in serving individuals and

“ Individual coaching
business with us! groups in society (such as therapy, mediation, consulting) will no doubt leaves out
critical connections.
”
remain viable, a new breed of professional is called forth in response to
the needs of the current market place. Increasingly, clients who have
experienced the empowerment of individual coaching are asking for the
same forward-looking approach to their relationships. There is now a No individual, organization or group ever exists in isolation, but is
need for relationship coaches! always part of a larger whole. To engage with the individual alone
At choice, we are also dedicated to helping you get the word out about your business. leaves out or ignores critical connections and interactions. To do indi-
To advertise with us, send your ads and/or enquiries to advertising@choice-online.com, A co-active relationship coach is a professional, not only highly skilled vidual work within groups and teams deprives everyone concerned of
in several of the above-mentioned areas, including individual coaching, information and creativity residing in the matrix. Admittedly, the art of
along with your name and e-mail address. but having sound academic/clinical training as well. Indeed, this area relationship coaching is in the ability to hold the relationship as the
of coaching seems to have populated itself with such professionals. client, rather than as the sum of its individuals! And, yes, relationships
Relatively new, it integrates the best of consulting, therapy, the human can and should be addressed in individual work! However, by not con-
potential movement, and sports coaching in response to the desire for sidering all the significant players, the result will be one-dimensional
For choice advertising guidelines, visit us at: www.choice-online.com individual evolution. A similar movement is afoot for relationship only, based on “hearsay.”

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impact
Co-active relationship coaching is the emergence of a unified field the- Entrepreneurs who hire coaches to help them with their business expect
ory derived from systems theory, process work, quantum physics, psy- growth, increased profits and small business expertise. While these may
chology, Taoism, mediation and co-active coaching. Its development sound like consulting goals, they are the closest understandable expecta-
points to a paradigm shift that combines these modalities to form an tions that a business leader has to “justifying” an expense. Business
integrative model for relationship coaching. financial records, especially over the last 24 months, are being closely FULL COLOR BLACK & WHITE
scrutinized. Auditors, accountants, bankers and shareholders require AD Sizes 1 x Rate 4 x Rate 1 x Rate 4 x Rate
What sets this type of coach apart is her or his familiarity with the prin- financial accountability and question “soft” spending. Businesses need Trim Bleed Cost US$ Cost US$ Cost US$ Cost US$
ciples imbedded in the unified field theory of relationship work. To be to know “where to code” your services and how to “back it up.” 8 1/8” X 10 7/8” 8 3/8” X 11 1/8” Inside Front Cover $ 2,975 $ 2,775 N/A N/A
sure, relationship coaching is not for the faint of heart; it is “world” 8 1/8” X 10 7/8” 8 3/8” X 11 1/8” Inside Back Cover $ 2,675 $ 2,475 N/A N/A
work. It represents the next level of “stepping out of the box” in service 8 1/8” X 10 7/8” 8 3/8” X 11 1/8” Back Cover $ 3,275 $ 3,075 N/A N/A
to our clients, for all coaches, regardless of niche definition. •
Marita Fridjhon, MSW, CPCC, PCC, is a founding partner of The Center for Right
Relationship. She and Faith Fuller, Ph.D., CPCC, are the co-creators of the grad-
uate training program in Co-Active Relationship Coaching offered by The
“ Like seeks like.
”
How does this emphasis on accountability change the face of traditional
coaching models? It involves three skills not typically taught in coach-
8 1/8” X 10 7/8”
4 5/8” X 9 3/4”
7 1/2” X 6 3/4”
3 7/8” X 9 3/4”
8 3/8” X 11 1/8”
5 1/4” X 11 1/8”
8 3/8” X 7”
4” X 10 7/8”
Full Page
2/3 Page (Vertical)
2/3 Page (Horizontal)
1/2 Page (Vertical)
$ 2,075
$ 1,775
$ 1,775
$ 1,375
$ 1,725
$ 1,475
$ 1,475
$ 1,175
$ 1,575
$ 1,375
$ 1,375
$ 1,075
$ 1,350
$ 1,150
$ 1,150
$ 875
Coaches Training Institute. 7” X 4 13/16” 8 1/8” X 5 1/4” 1/2 Page (Horizontal) $ 1,375 $ 1,175 $ 1,075 $ 875
ing programs:
2 1/4” X 9 3/4” 2 15/16” X 11 1/8” 1/3 Page (Vertical) $ 975 $ 825 $ 775 $ 625
7 1/2” X 3 1/4” 8 3/8” X 3 1/2” 1/3 Page (Horizontal) $ 975 $ 825 $ 775 $ 625
Measurement: Some coaching programs teach that “the client
3 1/2” X 2” No Bleed Classified Section $ 250 $ 200 $ 200 $ 150
does all the work.” In Business Coaching, the coach needs documenta-
tion. The coach must be able to:
• As coaching goes mainstream, its various niches
become less amorphous and more defined. Wendy • Establish a method by which to measure progress (as defined
Johnson examines two areas of coaching, and pares by both the client and the business)
down definitions to their bare necessities. • Track that progress
• Report that progress
Business Coaching, Expertise: Other coaching programs teach that “the client is the
expert.” While business coaches hold this to be true when exploring per-
Life Coaching… sonal effectiveness issues, they must also be able to provide some exper-
tise as it relates to business. Claiming to be an “expert coach” tends to
be more credible only if you have credentials, testimonials, publications
What’s the Difference? and referrals.
ctually, there’s quite a difference. Think of a parallel ques- Experience: And yet other coaching programs teach that “anybody
A tion: What’s the difference between an English teacher and a

science teacher? They both hold teaching degrees, they both
work with students, and they both follow lesson plans. The
difference is, they meet different needs.
can be a coach.” Businesses don’t buy that. If you are an ex-sailor
turned business coach, you’d better have a strong “in” and a great ele-
vator pitch. Like seeks like; businesses tend to hire their own — entre-
preneurs seek entrepreneurial experience, Fortune 500 seek Fortune 500
experience. Businesses tend to look for coaches who know their lan-
Personal coaches hold one agenda — the client’s. When contracting guage and political structures.
with a client for personal coaching, it is typically the client who pays the
bill and the client who signs the contract. In contrast, when a coach is While some progressive businesses have hired personal coaches, and
hired by a “business” and the business pays the bill, the coach now most business coaches integrate personal coaching into their work, posi-
holds a second agenda. Like it or not, when it’s a business expense, there tioning yourself as a “business coach” requires careful consideration
needs to be an expected return on investment. And, depending upon the and a clear understanding of expectations. As the field of coaching, in
sponsoring department, the expectations may vary. general, is placed under further examination, it is critical that these dis-
tinctions be recognized. •
Human Resource professionals who hire external coaches are concerned
primarily with turnover, employee satisfaction, and work and life bal- Wendy Johnson, MA, CEC, CMC, is President and CEO of the Worldwide
Association of Business Coaches.
ance initiatives. Executives who hire coaches for their leaders expect
increased productivity, results and performance improvement. FULL PAGE 2/3 VERTICAL 2/3 HORIZONTAL 1/2 VERTICAL 1/2 HORIZONTAL 1/3 VERTICAL 1/3 HORIZONTAL CLASSIFIED

PR ISS
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PR ISS

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7 choice thoughts Letter from the Editors 34 corporate leadership

The Power of NLP Coaching The merit of NLP in

20 exec direct 46 soul of coaching

22 coaching tools Marcy Nelson-Garrison

FALL 2003 PREMIER ISSUE 3

27 coaching: Garry T. Schleifer

28 why Imagine That! Communications Corp.

life coaching? PUBLISHER

choice, the magazine of professional coaching

For subscription queries,

4 FALL 2003 PREMIER ISSUE

27 coaching: Garry T. Schleifer

28 why Imagine That! Communications Corp.

life coaching? PUBLISHER

choice, the magazine of professional coaching

For subscription queries,

4 FALL 2003 PREMIER ISSUE

Share • Letter from the Editors Dear choice reader:

For guidelines on submitting an article, visit us at:

FALL 2003 PREMIER ISSUE 7

Share • Letter from the Editors Dear choice reader:

For guidelines on submitting an article, visit us at:

FALL 2003 PREMIER ISSUE 7

The eight sections depicted

of the take the rest we need.

I have always been a

Are my daily actions taking me closer to a future that inspires me or are

10 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 11

The eight sections depicted

of the take the rest we need.

I have always been a

Are my daily actions taking me closer to a future that inspires me or are

10 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 11

It would be more tantalizing to say, “Coaching is a process that helps

Whenever possible, describe benefits on which your

Increases clarity, satisfaction,

12 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 13

It would be more tantalizing to say, “Coaching is a process that helps

Whenever possible, describe benefits on which your

Increases clarity, satisfaction,

12 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 13

Your Dream Team

W home-based one, we all know we can’t do everything our-

• Offer them a complimentary coaching

14 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 15

Your Dream Team

W home-based one, we all know we can’t do everything our-

• Offer them a complimentary coaching

14 FALL 2003 PREMIER ISSUE FALL 2003 PREMIER ISSUE 15

Here’s a sticky situation from a coach in New York who writes:

business with us!

FALL 2003 PREMIER ISSUE 17

Here’s a sticky situation from a coach in New York who writes:

business with us!

FALL 2003 PREMIER ISSUE 17

18 FALL 2003 PREMIER ISSUE

Fax to 866-731-8429 or subscribe online for $39.95 USD

Subscription Rate $ ____._____USD

In one case, the client was a hi-tech company in Silicon Valley

and the Corporate Client “

Subscription Rate $ ._USD

Subscription Rate $ ._USD