issue online at http://www.todayscoach.com/2002/103102bizyourein.html|
future of coaching discussion will return in 2 weeks.
Wednesday, October 30,
Dear Today's Coach
Airlines is in the airline business?
Southwest is actually in the transportation business and
competes with cars in some markets. If they thought they were in the
airline business they'd start thinking like every other airline and would
be stuck within that box.
State Farm is in the insurance/protection
State Farm is
really in the peace of mind business. Insurance is a need.
Peace of mind is a want. They wisely sell to the
& Gamble is in the soap business?
Proctor & Gamble is really in the branding
business. They just happen to specialize in
Graduate School of Coaching is really in the coach training
Close, but it's much bigger than that.
We're really in the coach success business, which just
happens to include coach training. That gives us an edge in the
marketplace because coach training is just one component of a coach's
success and we're focusing on the bigger/full service picture that coaches
want (and need).
Think you're in the coaching business?
Well, that's somewhat
true, but that's only part of the story.
Coaches are in the achievement business. Or the personal
development business. Or the happiness business. Or the executive
development business. We just happen to use coaching as the format,
structure and style of the relationship and use coaching skills and the
coaching label as our preferred packaging.
Who cares? Why does it matter to know what business you're
really in, as a coach?
matter and here's how asking yourself "What business am I really in?" will
1. You'll start thinking bigger -- beyond the label (and
some call it the tether) of coach/coaching.
When you identify what
business you are in, you start focusing on a much larger market -- much
larger than the market for coaches and coaching. Bigger market means
more opportunity -- and less 'translation/explanation' required for those
unfamiliar with the word 'coach.'
2. You'll start focusing on
what you do best and packaging yourself around that.
In addition to
learning coaching skills, it's essential to also learn knowledge, models,
concepts and situational solutions that work for your clients. Coaching
skills and proficiencies are very important but the marketplace is
currently rewarding coaches with specific knowledge or expertise in
addition to great coaching skills.
3. You'll start looking for
more ways to serve your markets -- and NOT limit it to 'just'
Creative solutions and packages (coaching or
not) is what the marketplace really wants. Coaching is a key part --
but only part -- of the package.
Okay, but how do I find out what
business I am really in?
This is where you get to be
really creative. Here are some examples of the type of businesses
coaches are really in.
Feel free to use this list as a way to get
The success business
The balance business
financial independence business
The evolution business
The training business
The proficiencies business
The joy business
The love business
The lifestyle design business
The superconductivity business
The personal satisfaction business
I hope that this was
Thomas J. Leonard
The Future of Coaching Series will return in 2
Hey, greetings from Sydney
where it's always a day ahead of the Americas; kind of fun, actually, even
with the 14-hour overnight flight from Los Angeles. Kudos to Qantas
for the impressive service and to the gate agent who got me an exit row,
window. Yep, no biz class for us; we run a lean operation at
CoachVille in order to give back as much as possible to the 22,500
CoachVille members in 107 countries. If you haven't joined
CoachVille, visit http://www.coachville.com.
It's free, for a lifetime. And, while you're at it, check out the
live events in your area at http://www.coachvilleconference.com.