Executives hire a coach for many reasons, but there
are ten overriding ones that are particularly
important in light of today's fast-changing workplace.
1. To improve the existing culture of the company.
Company cultures need to change from autocratic,
rigid, fear-oriented to decentralized, entrepreneurial,
cooperative enterprises. Often, the executive who's
leading the company is a product of the "old" culture
and can benefit from a re-orienteering that an
Executive Coach facilitates. The Executive Coach works
with the executive to design an optimum operating
culture for the firm, and to devise a plan to
integrate all players into this enhanced culture.
2. To increase the executive's
ability to leverage his/her time.
The role of and leadership methods used by the
executive must continually upgrade in order to stay
ahead of an increasingly fickle customer base and
less-loyal work force. The Executive Coach works to
double (at a minimum) the executive's leverage and
3. To improve the way the executive
Character, communication skills, and listening
ability are more vital today to the executive as the
customer base and employees expect more polish,
sophistication and subtlety. This, plus the increased
use of virtual communication methods requires that the
personal side/real-person side of the executive comes
through in order to maintain leadership-by-attraction
4. To have fostering discussions of
the executive's ideas that are still in the inkling
Often, the next generation or evolution of a
company is conceived during an open discussion of
ideas. Most executives don't take enough time for this
type of creativity, nor do they have the right
"listening partner". The Executive Coach provides the
environment in which the executive's inklings, ideas,
and concerns are respected and expanded.
5. To get an outsider's opinion
from someone (the coach) who has no vested interest in
the outcome of the situation.
Everyone the executive works with, including the
spouse, has a need to either maintain the status quo or
to make changes that benefit themselves/their turf.
This self-interest is normal, but may lead to a lack
of objectivity and encourages a "not invented here"
culture. The Executive Coach is usually the only
person in an executive's rolodex whose only priority
is the executive's interests.
6. To expand upon, clarify, and
clearly put into words the executive's vision for the
A huge simple vision naturally keeps customers and
employees focused, reducing the need for management
and constant motivation. For example, Microsoft's
vision: "a computer on every desk and in every home,
all running on Microsoft software." Apple's vision?
(Good question) The Executive Coach is an expert at
languaging concepts, goals and visions, and assists
the executive to properly put into words the vision
for the company.
7. To have a secure, safe, and
confidential outlet to vent, when necessary.
Pent up frustrations, anger, and disappointments
impair good judgment. Every executive needs a special
person to complain to, vent, and with whom to talk
8. To point out what the executive
can't, won't, or doesn't see.
Smart business people understand that they have
blind spots and most authorize an insider, outsider,
or a team with the permission and mandate to speak
frankly and illuminate the executive's blind spots.
However, politics being as they are, most individuals
aren't empowered to speak their minds. The Executive
Coach has an ethical obligation to point out what
9. To find a better way to reduce
stress, increase effectiveness, and still have a great
The days of the passive/suffering executive spouse
are coming to an end, as is the
work-is-all-that-matters obsession. Leadership today
requires a clear-thinking individual who is in touch
with the many parts of life, not just running a
company. Executives are expected to have a real life.
The Executive coach works with the executive to design
a balanced and sustainable personal and professional
10. To widen the executive's "pipe"
in order to handle a faster flow of information.
The ability to assimilate and analyze huge amounts
of data--reports, facts, trends, subtle changes in the
marketplace, demographic shifts, needs of the company,
status of R&D projects and emerging markets--is
enhanced when the executive has a faster mental modem,
Pentium chip, RAM, and hard drive space. The Executive
Coach helps the executive to notice, feel, sense, see,
measure and process more data without taxing his/her
RealAudio recording of Expert TeleClass "How to Sell
your Coaching Services to Corporations"
Led by Executive Coach and
Co-Leader, Corporate Coaching Training Day (CoachVille
Conference, March 2002)
You will require RealPlayer.
Available free at
For more info on Val's TeleClass
If you are not yet a CoachVille
member and wish to
the rest of the ongoing Expert TeleClass series,
register to become
a CoachVille member for $79, and receive immediate
free access to the following topics:
How to Run a Coaching
Cold Calling for Coaches
High-End Media Coverage for Coaches
The Basics of Developing a Media Kit for Coaches
Writing Promo Copy
Coaching in Corporations is the theme of a
Specialty Training Day being held in March 2002
before the CoachVille Conference.
Val Williams is
co-leader of this special offering.