Discover Your Coaching Niche - Diane Randall Consults

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STUDENT STORIES • BOOKS TO INSPIRE • FOUNDATIONS OF COACHING • ACTIVATING YOUR DREAM

What’sYour

DiscoverYour Coaching Niche

Specialty?Coach school leaders speakoutSecret strategies for top coaches

LOOK INSIDE FOR OURLISTING OF TRAININGOPPORTUNITIES!

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Magazine,www.choice-online.com

23 Finding Your Place in the Worldby Steve Mitten

25 To Niche or Not to Nicheby Tessa Stowe

26 Key Influences on the Field by Vikki Brock

27 Stories from the Niche Networkchoice readers share accounts of their coaching niches.

choice magazineVOLUME 4 NUMBER 2

cover story22

featureVision, Values & Purpose 30

Coach school leaders share their viewsabout advancing the profession, and choice

readers highlight their student experiences.

columnsperspective 11

Ditch the Niche and Discover Your Strengths

Laura Lallone reveals how to create your brand.

entrepreneur coach 15Five Secret Strategies of Top Coaches

Stephen Fairley and Travis Greenlee demonstrate how to build your business.

corporate leadership 47Feeling the Fear

Andrea Bauer talks with Madeleine Homanabout the challenges of leadership.

therapy alliance 49The Theoretical Foundations of Coaching

Patrick Williams outlines the conceptsunderlying coaching principles and practice.

impact 51Activating Your Dream

Brad Stauffer examines how daring todream can keep you focused.

15

51

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3VOLUME 4 NUMBER 2

54 soul of coachingCan You Spare Some Change?Melanie DewBerry-Jonesexplores ways to encouragelasting life change.

58 final sayTactics to Stay the Course Michael Charest presentstips on how coaches canfight loneliness.

2nd Annual Coach Training Roundup 37

A listing of coach training organizations and programs

for your continuing development.Repr

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4

VOLUME 4 NUMBER 2

14 choice booksKat Kehres reviews four books touse with clients.

18 sticky situationsOur panel of senior coaches advisesa coach on how to deal with conflictof interest regarding coaching afamily member.

20 coaching toolsMarcy Nelson-Garrison presentsinnovative coaching products thatcan bring new life to your coachingpractice.

56 industry newsLaura Lallone spotlights thewinners of the Toronto 2006 PrismAwards — both the coaches and the corporations.

VOLUME 4 NUMBER 2

EDITOR IN CHIEFMaureen A. Ford

MANAGING EDITORLee Weisser

ART DIRECTORMichele Singh

EDITORIAL BOARDCarol AdrienneTeri-E BelfLaura Berman FortgangJim BirdRich FettkeDebbie FordC.J. HaydenDorcas KelleyPamela RichardePhil SandahlIyanla VanzantLaura Whitworth

CO-PUBLISHER & BUSINESSDEVELOPMENT DIRECTORGarry Thomas Schleifer

CUSTOMER SERVICEMonica Lambert

WEB DESIGN/DEVELOPMENTAntonio Pena

CIRCULATION DIRECTORJoan Braunstein

PRODUCTION MANAGERJoleen O'Brien

PUBLISHERBradford C. Stauffer

FOUNDERSMelanie DewBerry-JonesMaureen A. FordGarry Thomas Schleifer

Canadian Office:453 Wellesley Street East, Suite 300Toronto, ON, Canada, M4X 1H8Telephone: (416) 925-6643Fax: (416) 925-3026

US Office:819 West Oliver St.San Pedro, CA 90731Telephone: (310) 941-7249Fax: (866) 510-7929

TO SUBSCRIBEVisit www.choice-online.com to order. Forsubscription questions e-mail [email protected] or call our Customer Ser-vice Department at (310) 941-7249. If sendingfax orders, fax to (866) 510-7929.

The views contained in this magazine are not nec-essarily those of Choice Global Media. Copyright© 2006.All rights reserved. Reproduction in wholeor in part without written permission is prohibited.

Printed in the U.S.A. Summer 2006 Issue

choice (ISSN 1708-6116) is published quarterlyfor $43.55 US per year by Choice Global Media,453 Wellesley Street East, Suite 300 , Toronto, ON,Canada , M4X 1H8. Application to mail at Periodi-cal Postage Rates is pending at Los Angeles, CAand at additional mailing offices. POSTMASTER:Send address changes to: choice , PO Box 413,San Pedro, CA 90733

in every issue5 choice thoughts

6 publisher’s perspective

8 contributors

departments

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5VOLUME 4 NUMBER 2

choice thoughts

SSummer is here! I remember, as a child, thelong hot languid days that marked the beginning of along hot summer, no school and lots of time to playgames of marbles with my friends. We’d spend countlesshours in rapt attention playing games with the inten-tion of winning the ‘beauties’ from our friend’s covetedcollection or trading off our not so unique players for the desired eye-catching

varieties. To us, our marbles were magical, eachidentified by its color, cut and clarity — theywere our diamonds, each distinct and unique.

We coaches are also distinct and unique. Inthe coaching business, how to package, presentand promote our business to distinguish our-selves from others can be confounding, espe-cially for new coaches. So to assist you indefining your uniqueness and then parlayingthat into your niche, Steve Mitten shares tips toget you started in finding your place (page 23).choice readers share their niche stories to giveyou a flavor of how specialized a niche can be(page 27). And then there’s always the counterquestion: Do I really need to define a niche?Read Tessa Stowe’s perspective in “To Niche orNot to Niche” (page 25) and Laura Lallone’sapproach in “Ditch the Niche and DiscoverYour Strengths” (page 11).

In addition to discovering your own uniqueniche or not, Brad Stauffer asserts that daringto dream can keep you focused (page 51). Beinga coach can leave you feeling lonely and isolat-ed. Michael Charest presents an upbeat mes-sage on how to fight loneliness (page 58).Building a successful coaching business is chal-lenging. Stephen Fairley and Travis Greenleeguide you through strategies that have beenused by top coaches (page 15).

We are excited to present our 2nd AnnualCoach Training Roundup! (page 37). This sup-plement is packed with the names of schoolsand coach training organizations offering qual-

ity programs for both the beginning coach-to-beto gain certification and the seasoned veteranseeking to continue their education. As you willsee, the listing is international in scope. Coachtraining is indeed a global business.

We interviewed several coach school leadersand asked their views on our advancing andgrowing profession. Read their thought-pro-voking and straight-shooting responses in“Vision, Values & Purpose” (page 30). choicereaders also provide feedback about their stu-dent experiences to give you insight into someof the coaching schools’ programs (page 31). It’sall good.

So, here’s to you, a long hot wonderful sum-mer, and lots of good reading material (includ-ing choice Magazine, of course)!

I invite you to keep writing to us! Let us knowwhat you think and what you want. Write to [email protected].

Love and Peace,

Maureen A. Ford, CDC®

Editor in Chief

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Epublisher’s perspective

PPractice, practice, practice! This iswhat I think of when I look at how I arrived at myniche. From the very beginning, I heard that I neededto create my target market or niche. That my life wouldbe easier if I could narrow down whom I wanted towork with. The analogy of throwing stones at the target vs. shooting a bull’s eyewith an arrow was mentioned. And when I first started coaching I said that Icoach everyone. And while I was coaching everyone, I learned that there weresome people who I was not as connected with and didn’t enjoy coaching. So Ilistened to the ‘powers that be’ and started to refine my niche. It also helpedthat Vicky, Pat and the gang at my Dream Coach course said that I HAD tocoach powerful women because I was good at it. Now I am clear and constantlyredefinining. But it took years of practice. Practice with my target market andpractice in coaching. So my fellow business people, have patience and consid-er how much easier your life will be when you choose a niche.

To clarity!

Even today, when people ask me whatmy coaching specialty (niche) is, I stumble. Andalso after a lot of workshops, self-reflection andcoaching, I still go into confusion. However it’sgetting easier. Recently, I’ve done an assessment on my strengths (seeLaura Lallone’s article, page 11) and I continue to focus on my personaldream. Within that work, I’m getting clearer and clearer.

I am still finding that my strengths and my childhood and currentdreams all seem to come together to help me in my personal branding oridentifying my niche. I’ve loved publishing since childhood and I’vebecome addicted to personal development and seeing/helping individu-als and small businesses to be the best that they can be. I’m learning thatthat is my niche, my brand. I help people realize their greatness throughpersonal and portable publishing opportunities, while I’m also building abusiness of publishing. (So there, “that was easy!”)

It feels good just to write that, which is a practice I have been doing fora few years. I write down my dreams, goals, business ideas and intentions.Someway, somehow, they get manifested.

Finding your niche is a little work, I believe. Look at every one of your inter-ests, experiences, dreams, loves and passions. You’ll find it there, I’m sure.

To discovery,

Garry Thomas Schleifer, CPCC, CDC®

Co-Publisher

Brad Stauffer, CPCC, CDC®

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Carol Adrienne, PhD, life coach and internationallyrecognized lecturer shares her view on conflict of inter-est in “Sticky Situations” (page 18). Carol is a work-shop facilitator and the author of When Life Changes, orYou Wish it Would (Harper Collins).As a master numerol-ogist, workshop leader, and life coach, she has helpedthousands of people eliminate negative patterns, aswell as provide them with life-long tools for creatingthe life they want to live. Carol also co-authored TheCelestine Prophecy: An Experiential Guide and The Tenth

Insight: Holding the Vision–An Experiential Guide.

Andrea Bauer, CPCC, interviews MadeleineHoman, Vice President of Coaching Ser-vices at Ken Blanchard Companies aboutleadership challenges in “Feeling theFear” (page 47). Andrea is a leadershipdevelopment coach who works with pro-fessionals throughout the life cycle of theircareers. She helps clients define andidentify personally meaningful work, craftstrategic career development plans, anddevelop their leadership and management competencies. Her goal isto help people “rewire and retire.” Andrea is also a writer and the cre-ator of Soul Surveys, an innovative collection of interviews conductedwith people around the globe on purpose and leadership.

Vikki Brock, MCC, shares some stats on theimpact of other professions on coaching in “KeyInfluences on the Field” (page 26). Through hercompany Call Me Coach!, Vikki has supportedpeople around the world to create success frominside themselves by their own definition. Vikkiprovides coaching sessions at client sites or bytelephone from her 45’ sailboat named Cuidado,which is moored on the ship canal in Seattle,Washington.

Craig Carr, PCC,discusses the ethical impli-cations of conflict of interest in “Sticky Sit-uations” (page 18). Craig is a senior trainerfor the Coaches Training Institute (CTI) anda coach committed to the conscious devel-opment of personal potential. He is the co-creator of Danger, Sex and Magic: The MysticRoots of Coaching,which he calls “a new modelfor brave coaching.” Craig’s specialty isworking with entrepreneurs and investorswho are designing new relationships with their business or jobs.

Michael Charest shares his approach tofighting isolation and loneliness in “Tac-tics to Stay the Course” (page 58).Michael is President of Business GrowthSolutions and has personally coachedhundreds of small business owners andserved thousands through his speaking,audio programs and newsletter. Michaelis also a writer and the creator of From

Grunt to Greatness, his first book in the Umbrella of Life Series.

Melanie DewBerry-Jones talks about thecourage to transform your life in “Can YouSpare Some Change?” (page 54). Melanieis a speaker, writer and coach. She is apioneering spirit whose passion leads herto be known as a Spiritual Catalyst. Shelives her vision to nurture the expansionof love in this ever-evolving universe byworking with clients in creating a deeperintegration of spiritual and emotionalintelligence. Melanie is a twice-certified coach and a member of theNational Speakers Association (NSA).

Stephen Fairley and Travis Greenlee offer tips to build your businessin “Five Secret Strategies of Top Coaches” (page 15). Stephen is aninternational best selling author of nine books including Getting Start-ed in Personal and Executive Coaching (Wiley, 2003) and is CEO of theBusiness Building Center, the first online resource center for coach-es, consultants, speakers and trainers. Travis Greenlee is President ofthe Business Building Center and is a nationally-recognized expert inautomated and on-line marketing systems for professionals.

8 VOLUME 4 NUMBER 2

contributors

choice Magazine accepts article contributions. Please send your arti-cle to [email protected]. We prefer submission of complet-ed articles. Be sure to see our updated, future editorial themes onour website at www.choice-online.com. Submission of articles andconfirmation of receipt of article is not a statement of acceptancethat the article will appear in choice. You will be notified via emailupon acceptance of your article. We reserve the right to change oursubmission and publication policies and timeframe as appropriate.

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Kat Kehres, CPCC, reviews four booksworth recommending to clients in “Inspi-ration from the Pages of Life” (page 14).Kat is an author and relationship coachbased in Southern California. She is thecreator of the Staying Engaged Programand Playing Cards. Kat is also the author

of It’s Not Just a Wedding–It’s Your Life!

Laura Lallone shares how to leverageyour professional and personal strengthsin “Ditch the Niche and Discover YourStrengths” (page 11). She is also theauthor of “Industry News” (page 56).Laura is a professional coach, speakerand writer based in Southern California.She is certified through the NLP andCoaching Institute of California and pro-fessionally trained through The Coaches Training Institute.

Steve Mitten, MCC, 2005 ICF President,discusses creating a niche for your busi-ness in “Finding Your Place in the World”(page 23). He works with leaders andemerging leaders wanting to excel andhave an impact. Through his programsand book, Marketing Essentials for Coaches,Steve has helped hundreds of coachesfind an affordable and authentic path tocommercial success.

Marcy Nelson-Garrison, MA, CPCC, pre-sents “Coaching Tools” (page 20), themost current and innovative coachingproducts to enhance your coaching prac-tice. Marcy is committed to the powerand delight of creative approaches topersonal and professional development.She is President of Coaching Toys Inc.

Brad Stauffer, CPCC and choice Magazine publisher, shares hisinsights and experiences of realizing a goal in “Activating Your Dream”(page 51). In addition to his coachingpractice, Brad is also an entre-preneur and founder of Portable Pub-lisher, a publishing and marketingconsultancy. Brad is President of theWestern Publications Association and is a frequent speaker at nationalpublishing conferences.

Tessa Stowe outlines the pros and cons ofniche coaching in “To Niche or Not toNiche” (page 25). Based in Sydney, Aus-tralia, she helps coaches who resist sell-ing their services because they don’t wantto be seen as too pushy. Tessa has overtwenty years of successful experience inselling services, ranging from a few hun-dred dollars to over US$10 million.

Victoria Trabosh, CDC®, is a new voicefor “Sticky Situations” (page 18). Armedwith a richly diverse background, humorand boundless energy, Vicky coaches topexecutives worldwide. She is also aninternational speaker, trainer and facili-tator with thirty years of large corporateand start-up business experience. AsPresident of the Itafari Foundation, afoundation for the people of Rwanda,

she works tirelessly in helping all people become their personal bestso that they can change the world.

Patrick Williams, EdD, MCC, outlines his-torical influences on the profession in “TheTheoretical Foundations of Coaching”(page 49). One of the early pioneers ofcoaching, Pat is often called the ambas-sador of life coaching and is passionateabout the profession. He is the Presidentof the Institute for Life Coach Training. Patis the co-author of Therapist as Life Coach:Transforming Your Practice and Total Life Coach-ing: 50+ Life Lessons, Skills, and Techniques to Enhance Your Practice and YourLife. His newest book is The Law and Ethics in Coaching: How to Solve and AvoidDifficult Problems in Your Practice (John Wiley & Sons).

9VOLUME 4 NUMBER 2

contributors

The universe conspires to help those that are passionateabout adding value.Page 24

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11VOLUME 4 NUMBER 2

I have some bad news: You’re notgood at everything and you neverwill be. That’s just the way it works.There will always be someone outthere who is better at somethingthan you and you will never catch upwith him or her.

Stop right there. Catch up withthem? Why are you — with yourunique and valuable combination ofskills, talents and perspectives —trying to catch up with anyone?Competition was so last century.Cooperation is where our culture isheaded. Isn’t it time to set your ownpath? Isn’t it time to get back to whatcame naturally to you as a child?

Here’s the deal: You don’t need tobe good at everything. In fact, tryingto be good at everything — or even

good enough at most things — isholding you back.

Greatness comes from focusingyour time and energy on your innatestrengths — your domain. And gra-ciousness comes from recognizingand applauding greatness in others.

In this article, you willlearn some tips on how to usestrengths to build a businessthat works for you and todevelop your way of coachingthat will bring in rave reviews andreferrals from your clients.

How do you determine yourstrengths? It seems that you and I are notequipped to take this strengthsjourney alone. Perhaps we’re tooclose to see clearly, or maybe we justdon’t have the language to expresswhat comes so naturally to us. Ifyou’re like me, you’ve written downyour strengths and weaknesses andwalked away with a ho-hum yawn, alist of the same old words like ‘peo-ple person’ or ‘problem solver’ and avague agitation.

There are far more powerful andlife changing ways to tap into yourstrengths.

One tool that stands out is theStrengthsFinder® Profile, the cor-nerstone of the highly acclaimedbook Now, Discover Your Strengthsby Marcus Buckingham and DonaldClifton, PhD of the Gallup organi-zation. This online assessment tool

(accessed free with purchase of thebook) is “the product of a 25-yearmultimillion dollar effort to identi-fy the most prevalent humanstrengths” and introduces 34 corethemes in human excellence such asActivator, Command, Empathy andIdeation. When you take the onlineassessment, you will immediately begiven your top five SignatureThemes. These are your “recurringpatterns of thought, feeling, orbehavior,” which change very littleduring your lifetime and are neithergood nor bad — it’s how you makeuse of them that matters most.

One common result that I’ve wit-nessed in my colleagues, clients andmyself, is a profound sense of ‘com-ing home’ and a deep feeling ofrelief. It’s like taking off a wintercoat that you had been wearing on asteamy summer day. The burden ofthe coat was making you sweat, youlooked uncomfortable, and it wasn’tdoing anyone any good.

Here are few tips to leveraging

By Laura Lallone

“You don’t need to begood at everything.”

perspective

Use your strengths to create a successful coaching business

Ditch the Niche and Discover Your Strengths

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12 VOLUME 4 NUMBER 2

your strengths journey to create abetter business:

1) Work lifestyleBy knowing your strengths you

can start uncovering informationcritical to building a sustainablework lifestyle. Do you like to workin short bursts or for long stretchesof time? Do you thrive in an environ-ment with other people? Do youneed to accomplish something bigevery day? Is maintaining a fulltimecoaching practice what will feed youfor years to come? Or do you want tobe an ‘idea’ person for a peripheralcoaching tool or product? Stopdoing what you don’t like doing.

2) Create your brandYour strengths naturally help to

define your brand because yourbrand is YOU. It’s what differenti-ates you from other people. And it’simportant to let go of what’s not yourturf. Be honest. Look at yourstrengths. Own them. There is noth-ing more attractive than being com-fortable in your own skin!

3) Create solid complementary part-nerships

Those little voices that say, “Ishould be able to do everything,” canrest now. You need help, and so doeseveryone else. Round up your col-leagues and take a strengths assess-ment. Uncover what you can counton in each other. Hire, barter, partnerwith people who have complemen-tary strengths. For instance, if yourprofile, like mine, doesn’t include‘strategic,’ then surrounding yourself

perspective

“Stop doing what youdon’t like doing.”

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with colleagues who are strategic is agood… well, strategy. Chances arethat you already have an assortmentof strengths among your colleaguesand friends. Now you can put a nameto them and ask directly, as in “I couldreally use your help with a strategy.”

4) Ditch the niche and build a platformCreate an unwavering platform for

your practice. Sure, you may changeyour target market, but by buildingyour offerings on your strengths, youare on solid ground. For instance, let’ssay you are a rock star at living in thepresent and you do not have astrength in future visioning. Then bein the present! Focus your coachingon ‘being present.’ Through your mar-keting and design with clients, youwill be setting yourself up to alwayswin — because you are the expert atbeing present. Leave the visioning tocoaches who have their eye on thefuture as a natural strength.

5) Create radical coaching relation-ships

Show your cards and share your

strengths outright with your clientto design a foundation for yourrelationship. Encourage yourclient to take the StrengthsFind-er® Profile (or another assessmentthat resonates with you). Use theresults in your coaching to helpyour client understand her beliefs,values and motivations. Help herto build her own personal brandand platform based on herstrengths. Now, Discover YourStrengths even provides you withhow-to’s for managing a personbased on their themes.

Study your strengths. Use them.Understand them. Know what isn’tin your strengths repertoire. Startrecognizing the strengths that youadmire and can count on in otherpeople. By creating a strengthsfocus you will set yourself apartand find your greatest, most sus-tainable success.

That’s the good news. •Laura Lallone is a professional coach,speaker and writer based in SouthernCalifornia.

Strengths based assessment

T he StrengthsFinder® Profile is one tool among many. To get the full pictureof your strengths and patterns, explore different assessment tools and look

for common threads that emerge.

Now, Discover Your Strengths, StrengthsFinder® Profilehttp://gmj.gallup.com/book_center/

StrengthsQuest – Gallup tool for educational and career assessmenthttp://www.strengthsquest.com

Kolbe Indexhttp://www.kolbe.com

MAPP Assessmenthttp://www.assessment.com

SoulTypinghttp://www.newequations.com/mainmenu.html

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choice booksBy Kat Kehres, CPCC BOOKS TO ENHANCE YOUR COACHING LIFE

Inspiration from the Pages of Life

The Excuse Me, YourLife Is Waiting Playbook by LynnGrabhorn.Though much has

been written about

manifesting the

basic principles from

which we create our lives, I have not

found a more entertaining or practical

guide than this.

Its companion book, Excuse Me,

Your Life Is Waiting is filled with Lynn’s

own personal stories of failures and

successes. She is refreshingly hon-

est about what a stretch it really is to

focus on what we want.

In her Playbook, Lynn takes us

through a course on how to create

exactly the life we want, by staying

focused on our ’Wants,’ being really

clear about our ‘Don’t Wants’ and devel-

oping vigilant practices with our nega-

tive and positive thinking and feelings.

This is the book that I give to the

clients whom I believe are really

ready to live their dream life.

The Vein of Gold byJulia CameronAt the heart of this

book, and its prede-

cessor The Artist’s

Way, is the premise

that we are all highly

creative beings. The

author introduces us to the simple

but powerful practice of daily journal

writing to unlock our creative powers.

Cameron looks at many aspects of

life and uses fabulously fun exercises

and words of wisdom to teach us how

to tap into our creative nature. I recom-

mend this book to clients when I hear

them doubting their creative abilities.

The Wealthy Spirit byChellie CampbellI have read almost

every self-help book

there is about

money. For the most

part I have found

them very useful. It

took me years to discover that I had

to have my own money system.

Creating individualized systems is

the work I do with my clients when

the subject of money comes up, as it

invariably does during a coaching

relationship.

For that reason I love recommending

The Wealthy Spirit. This book is filled

with Campbell’s own stories of her

experiences as an entrepreneur, which

makes it especially helpful for those

facing entrepreneurial challenges.

Finding Your OwnNorth Star by Martha BeckWhen it comes to

telling stories that

point us to a better

understanding of our-

selves and the world

around us, I know of no one I trust and

enjoy more than Martha Beck.

Though the media proclaims her to

be a life coach, she came to it as she

has most everything else in her life —

in a very unconventional way. She

reminds us that we must first “live it to

give it,” and then she shows us the way.

I find it truly powerful to use books to

invite a host of wise spirits, allies, truth-

tellers and transformational guides into

our coaching conversations.

It’s a lot of fun to be in such good

company. •Kat Kehres, CPCC, is an author and a relation-

ship coach in Hollywood, CA.

Treasured books to share with your clients

Sometimes a picture is worth a thousand words. Sometimes a thousand

words that are read at the right time can transform your life. I urge my

clients to use books as a regular part of our coaching work, knowing a

timely phrase will surprise them into shifting the course of their lives.

I weeded through the myriad of books that line my shelves and found four that

have been most useful to my clients as we navigate together the waters of creat-

ing fun, intentional change. I rarely go a day myself without reading from one of

these books or their kindred spirits. My copies are dog-eared, filled with notes

and papers, well loved and well used. Some of them I read cover to cover while

others I intuitively dip into for daily reminders, little messages that keep me

awake to the learning and the beauty in this present moment.

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15VOLUME 4 NUMBER 2

Over the last few years we havestudied highly successful coaches,consultants, speakers, and trainersand discovered five specific strategiesthey utilize to propel their practice tofinancial success. Here is an overviewof the ‘secret’ strategies top coachesuse and some practical steps you cantake to start applying them in yourpractice.

1) Create information products based onyour intellectual property

Intellectual property (IP) is sim-ply an idea, process, program ordata you create. It can be either atangible item, such as a workbookor audio CD, or an intangible item,

like a communication skills pro-gram or a process for executives incareer transition. The secret is notso much how it’s packaged, but thatyou have created something specif-ic to say to a precise target market.

When you have a special prod-uct or program built around a

unique concept,prospects begin toview you as anexpert, not just one of the crowd.Here is a planned approach to mar-ket your expertise:

• Write a short book (100 - 200pages) around a topic your targetmarket needs

• Create a one-hour keynote/pre-sentation using the same IP

• Develop a two-day workshopand manual (again using the same IP)

• Record the workshop and use itto create a DVD or CD set

• Build a teleseminar series or coach-ing program around the same topic

• Offer an intensive train-the-

trainer weekend and certify peopleto offer your workshop and/orcoaching program

• License the materials to peopleand require them to purchase thebooks, CDs, workbooks, and collat-eral materials they use from you.

Obviously, there is more work to it

than that but the core model is bril-liant and it works very well becauseit leverages your time and expertise.Once the IP is developed, you canfocus your time and energy on mar-keting and delivering the program increative ways instead of creating newIP. You can use each step to upsellpeople into the next step.

Here are some questions to helpyou apply this to your practice:

• What’s the one area your prospectsneed the most help with that theywould gladly pay you for?

• How can you help them resolvethat problem using your skills andknowledge?

• What are two ways you couldpackage your expert knowledge (anaudio CD, a workbook, e-book,teleseminar, coaching program)?

2) Expert positioning: media and mar-ket specialization

This may seem counterintuitive atfirst, but top coaches have discov-ered it is always easier to positionthemselves as an expert when theyfocus on a specific, narrow market.In fact, the smaller the market youtarget, the easier it is to rise to the

By Stephen Fairley and Travis Greenlee

entrepreneur coach

How to package and position your way tofinancial success

Secret Strategiesof Top Coaches

“The smaller the market you target, the easier it is to rise to the top and quicklybecome a recognized expert.”

5

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top and quickly become a recognizedexpert. Top coaches and consultantsspecialize in an industry or profes-sion (such as accountants, attorneys,doctors, technology managers,CEOs at manufacturing companies)and make it their job to know moreabout that industry than any of theircompetitors.

Here are a few ways to start posi-tioning yourself as an expert:

• Write an article for an industrytrade publication or newsletter

• Speak at exclusive networkinggroups filled with highly targetedprospects

• Volunteer to sit on a non-profitboard servicing your market

• Partner with an industry leaderto sponsor a seminar or industrysurvey.

3) Platform buildingTop coaches and consultants

work hard to increase the size oftheir platform — the number ofpeople they connect with on a regu-lar basis. Statistically speaking, onlya small percentage of people youconnect with will ever hire you astheir coach, perhaps one to threepercent if you’re fortunate. If youare only connecting with 1,000 peo-ple on a regular basis, then youmight get 10-30 new clients. Ifyou’re reaching 10,000 people thenyou can build a client base of 100-300 new clients each year. The sizeof your platform is directly propor-tional to the size of your bankaccount. Highly successful coachesuse several common strategies tobuild their platform:

• Speak to several industry-specificgroups every year

• Write articles and distributethem online. (Receive a free specialreport on how to do this by emailing:[email protected])

• Use multiple, targeted websitesto build your database of prospects

• Connect with your prospectsevery four to six weeks

• Conduct joint ventures withother non-competing professionalswho service a similar market.

4) Coaching, consulting, training andspeaking

If there’s one thing top coacheshave in common it’s that they don’tlimit themselves to only doing coach-ing. Virtually all of them also speak,train, and consult. They speak with

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17VOLUME 4 NUMBER 2

the goal of attracting people intotheir in-depth training programs.They use training to lead people intoone-on-one coaching, which opensthe doors to do consulting. Diversi-ty in your revenue stream leads tostability. Stability leads to prof-itability. How could you repackageyour coaching skills into a presenta-tion or training program?

5) Pricing and packagingFinancially successful coaches

recognize the majority of peoplethey could help will never hire themas their personal coach. Yes, youheard right. Even though we areenamored with coaching, many peo-ple are not able to afford it; othersdon’t understand how coaching willhelp; some may even have a negative

concept of coaching. So the ques-tion is, if you’re looking to make alasting impact, why would you insiston offering coaching as the only wayyou can help them? Top coachesoffer different products and servicesat multiple price points to achievemaximum impact. They offer prod-ucts and services at entry level (lessthan $100 total), mid-level ($100-$1,000 total), and high end ($1,000and up). Here are two creative waysto combine products and services:

• Choose a favorite coaching topicand develop several questions aboutit. Create a group coaching programwith each week covering some of thetopic areas. Record the group andhave it burned onto CD. Use this tocreate a product which you can sell.

• Select a best selling book or audio

CD targeted towards your marketand, using its content, create a seriesof worksheets and action stepsaround each chapter. Buy one copy ofthe book or CD for each participant,and create a self study course thatincludes worksheets and action steps.

ConclusionIf you’re not sure where to start werecommend starting at step numberone — building your credibility andexpert status by formalizing yourintellectual property. Focus thenext six months on becoming a rec-ognized expert in your topic areafor a specific target market. •Stephen Fairley is CEO of the BusinessBuilding Center. Travis Greenlee is Presidentof the Business Building Center.

entrepreneur coach

ENTER OUR CONTEST to find the most inspirational story using theStaying Engaged Playing Cards. The winning story will be featuredin a color ad in the Fall 2006 issue of choice Magazine. Yes, free promotion of YOU and your business.

This issue’s contest winner is Stephanie LovingerStaying Engaged Story: Stephanie LovingerI often use the cards while coaching, and recently foundthat they come in handy at the office. I work part time atThe Coaches Training Institute. A colleague and I werepreparing to lead a teleclass. To our dismay, our specialguest speaker cancelled at the last minute.

How to present the news to our callers? What’s the bestway to apologize? I said, “Let’s draw a card.” I kid you not,the first card we drew was. “What makes it hard for you toapologize?” You should have seen our jaws drop.

We chewed on this question for awhile and came to theconclusion that we didn’t need to apologize. We realizedthat the objective of the call had not changed, and that wecould fulfill it just fine.

The call was a great success. Nobody objected to thechanges. We realized how easy it is to take too muchresponsibility when delivering bad news. Often what wethink of as bad news is just information. The key in anyrelationship is to be willing to speak the truth.

Stephanie Lovinger CPCC is a coach whobelieves that transformation is an insideand outside job. Using her expertise inpublic speaking, fashion, fitness and funshe helps women to outwardly expressthe unique beauty they've discovered on

the inside. [email protected]

Eligibility: Anyone with Staying Engaged cards and a story. Send us as many stories as you like. Deadline: All stories must be received by 8/07/06. So go to www.stayingengaged.com to order your deck now! You gotta play to win!

Kat Kehres CPCC, and Curtis KnechtCPCC, MFT, are co-owners of theRelationship Coaching Company andcreators of The Staying EngagedCoaching Program and Playing Cards.

Are you the next coaching success story?

Will you play a game with us?

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stickysituations

the situation

“My nephew has beengoing through sometough times and I’ve beentalking to him as an unclethrough listening andgeneral advice. Now we’retalking about moving intoa more formal coachingrelationship. I feel I canbe objective. And I knowthere will be family issuesthat come up about hismom, my sister. But Ireally feel I can deal withit all and hold everythingobjectively. Am I gettingmyself into a mess andpotentially stepping into afamily fire that I’ll regret?Are there ethical issuesinvolved here? I reallywant to help him see thepossibilities in life.”

STICKY SITUATIONS

GIVES US A WINDOW INTO

CRITICAL COACHING MOMENTS.

THIS SITUATION QUESTIONS

CONFLICT OF INTEREST.

The short answer is yes, you would be better offreferring your nephew to another professional. Ibelieve you know that in your heart of hearts. It’s

clear that your concern and love for your nephew isstrong, and you want to see him succeed in life. How-ever, whenever we go against our intuition — which, inyour case lies in your statement that you “might bestepping into a family fire” — then we have to wonderwhat else is influencing our thinking.

For example, are you thinking that it’s a good idea tostart a coaching relationship with him because youalready know his background story? Because you knowwhat’s best for your nephew? Because you are afraidhe won’t stick it out with another coach? Because youhave an unspoken contract with your sister to help herwith her family? If so, then these considerations may

be a sign of a deeper lack of trust in your nephew’s process. Whenever wemake a decision to go against our better judgment, we need to look at whatwe are afraid of. What are we trying to control? Are we being — to use anoverworked word — co-dependent?

You may feel that you can be objective, but you are not truly a disinterestedparty. As an uncle, you are rightly placed in the family dynamic, and are enti-tled to your opinions aboutother family members. Youhave the advantage ofbeing able to advise andcare, but are not obligatedto produce results.

Yours is not an ethical question so much as it is a conflict of interestbetween a professional relationship and a family relationship. You can dothings as a professional that you might not do as a relative, and vice versa.This is why professionals in the medical community do not treat or operateon their own relatives. I would suggest that you continue spending time withyour nephew as you are — as a caring uncle — and, if he wants it, refer himto a good coach.

How can you help a family member who needs coaching?

Carol Adrienne, PhD,states, “Wheneverwe make a decisionto go against ourbetter judgment, weneed to look at whatwe are afraid of.”

Do you have a sticky situa-tion that you want help withor a different perspective on?You don’t have to go italone. Let our senior coach-es give you a hand. Pleasesend your situations to: [email protected]

Yours is not an ethicalquestion so much as it isa conflict of interest…

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19VOLUME 4 NUMBER 2

Ilove the fact that you care so much foryour nephew that you want to be there ashis coach. But you said it best: you could

potentially be stepping into (or starting) afamily oil fire that will not be easily extin-guished with a little coaching soda.

Your job as a coach is clearly defined: toassist your clients in finding their answers andpartnering with them in their defined issuesand goals. Ask yourself this question: “WouldI risk my relationship with my sister, and pos-sibly my nephew, in order to be his coach?”This is the highest price you must be willing topay. And its consequence is that you may nolonger be warmly invited to Thanksgiving andall other holidays to pass the gravy boat.That’s a lot of gravy you could be missing...

Are there ethical issues? Not necessarily,if you believe that you can be impartial. Butthen something will happen or be said that

makes you very partial to the outcome. Nowyou’ve crossed the line. The appearance of aconflict in many business situations is a con-flict. That’s all it takes. Appearance. Andwhat you want to do, to serve as his coachwith the best of intentions, is rife for hurtfeelings, hidden agendas, unexpected con-sequences and family disharmony.

Consider using your great skills to refer himto another coach. If you and he have identifiedthe issues, help him to meet with other quali-fied coaches who have no stake other than tohelp your nephew be his personal best.

You are still his uncle. Love him, supporthim, encourage him and continue to be a lis-tening ear. But do not risk everything to doyour job. You are first his uncle, and that rolewas decided long before you became a coach.

Your gift to him is this lifelong relationshipthat you both cherish. •

Vicki Trabosh, CDC®,is a new voice for theSticky Situationscolumn. She says,“You are first hisuncle, and that rolewas decided longbefore you became a coach.”

Craig Carr, PCC,notes, “The reasonmost trainers andadvanced coachesrecommend againstcoaching family andthose in the coach’sinner circle, is that itis near impossible todetach from theother-than-consciousagendas we have forthese folks.”

T he first thing I want to say is that you arean exemplary uncle! Your nephew is trulyfortunate to have you on his side, and you

are right not to want to make a mess of that. The second thing is to share with you a view-

point that you probably already understand butwant to forget in this case: namely, that greatcoaching is also largely subjective.

I have little doubt you can create objectiveand measurable goals, tasks and the like.You can also manage boundaries and sepa-rate out the hard stuff that might be going onwith other family members, and effectivelykeep it to the side of your coaching conver-sations. It is exactly your hyper-concern withdoing so, however, that will stall the coachingfrom reaching its potential. All that is felt,intuitive and hidden will be excluded.

About now you may be saying to yourself,“but I think I can handle being objectiveabout the subjective experiences we are hav-ing.” Good luck. The reason most trainers

and advanced coaches recommend againstcoaching family and those in the coach’sinner circle, is that it is near impossible todetach from the other-than-conscious agen-das we have for these folks. Here’s one:what’s the real reason you are willing to riskdamaging your relationship with your sister?You see, it gets complicated very quickly.

There are no specific references in the ICFethics guidelines; it is appropriate that it isleft to the good sense of the individualcoach. I have seen great value in a familymember/coach getting a relative going incoaching while having the very clear intent ofpriming them for a referral to another coach.

Please make this overt in your coachingplan with him. You are strongly invested thathe give coaching a shot and you will help himget started. If you both find it working for himafter a month or two, you will work with himto locate his next great coach. Now, doesn’tthat sound like a relief!

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coaching tools

ShiftI’m so excited to tell you about a newboard game called Shift. Not only does itfacilitate the type of insight and awarenessthat can truly change your life — IT’S FUN!

Inspired by A Course in Miracles, Shift isbased on the assumption that all of ourthoughts come from either love or fear. Playinvolves rolling the trust/doubt die and anumber die, and drawing from four types ofcards: Choose, Shift, Step into their shoesand Drop a defense. The object of the gameis to move across the board from fear to loveand drop all of your defenses along the way.Don’t worry, there will be plenty of laughterplaying this game! Nicole Casanova fromShift told me they hired a stand-up comedianwhen they were designing the game to helpbring humor to these concepts.

Shift was just released this year. It isgoing to be HOT! Be the first to introduce itto your friends and clients. Consider host-ing game nights. What a wonderful way toopen up authentic dialogue and begin‘shift’ing the planet.

DISCOVER CREATIVE AND INNOVATIVE WAYS TO ENLIVEN AND REFRESH YOUR COACHING BUSINESS.

Hats-In-A-BagImagine the energy and laughter as you start a workshop by inviting participants to try on different hats and thenembody the perspective they associate with it. ChristieLatona and Laura Lind Blum (creators of One Hat At A Time

Momentum Cards) have packaged twocollections of hats ready for creative play.Hats-In-A-Bag can be used in any settingwhere you want to open up thinking andgenerate possibilities — coaching, prob-lem solving, brainstorming, or beliefwork. Pair the hats with coaching ques-tions for a powerful experiential exercise.For example, pair the Viking hat with thequestion “What if you took a stand?” orthe hard hat with “What if you couldimpact the structure?” The hats open

the door to metaphor and bring a sense of delight, play andsurprisingly powerful insights to your clients.

Pink Spoon™ MarketingIf you want to take your business to thenext level, you need Pink Spoon™Marketing: The Art & Science of Building aMultiple Streams Business. Andrea J. Leeand Tina Forsyth have been generatingquite a buzz in the coaching communitywith their Pink Spoon™ Marketing Modeland this new product takes you inside themodel and tells you exactly how it allworks. Tina and Andrea refer to the infor-mation as ‘street-smart how-to’s.’

In 189 pages and five audio CDs they cover all aspects ofbuilding a multiple streams business: niches, target mar-kets, web sites, marketing, generating traffic with integrity,affiliate programs, joint ventures and more. Included aregreat interviews with business owners who are experiencingwild success using the Pink Spoon™ Marketing Model. Theinterviews are both motivating and rich in content.

What really impressed me is that throughout the materi-al, you really feel Andrea and Tina’s presence. Two powerfulcoaches standing by your side bringing their creativity andpassionate certainty that if you take the steps they outline,you can and will succeed.

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21VOLUME 4 NUMBER 2

As a courtesy, links to all of these prod-ucts and services are listed on the homepage of www.coachingtoys.com

Marcy Nelson-Garrison, MA, CPCC, is acoach and the president of CoachingToys Inc.

Change the Way You See Everything“When you change the way you see things,the things you see change.” (anonymous)This quote sets the tone for a new book byKathryn D. Cramer, PhD and Hank Wasiak.With stunning photographs, beautifullydesigned pages and great content, thisbook has the potential for big impact.

The authors believe that a simple shiftto Asset Based Thinking, ABT, can have apowerful impact on all areas of life andwork. “When you decrease your focus onwhat is wrong (deficit based thinking) andincrease your focus on what is right (assetbased thinking) you build enthusiasm andenergy, strengthen relationships, and movepeople and productivity to the next level.”This is a very well articulated, intelligentand exciting book aimed at a corporateaudience. Coaches take note — ABT isgoing to become an important buzz-wordand this book is destined for success.Cutting edge corporate coaches will wantto be introducing this work to their clients.

Mind Makeover Magic is a software program thatallows you to create yourown customized affirma-tion CD or MP3 file.Their tagline is“Change yourinner dialogue —change your life.”

The software is professionallydesigned with easyto follow tutorials.Choose positive life-affirming statementsfrom their list or your own, recordthem in your own voice, choose back-ground music from their selections oryour favorite CD, and then adjust tone,volume and echo to suit your taste.Your recording is converted to an MP3file. You can then listen to it on yourcomputer, download it to an MP3 play-er or burn it to a CD. Specific versionsare available for women, men, teens,kids and one called lovenotes torecord messages for an infant.

I love the CD I created for myself! I can’t believe how easy it was tomake, and it sounds great. The emo-tional impact of good music, yourown voice and the repetition of posi-tive statements create a powerfulfoundation for change which makesthis a perfect tool for clients.

Mind Makeover Magic

By Marcy Nelson-Garrison, MA, CPCC

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YourCoaching

NicheMarketing research demonstrates that targeting a particular group of people for promo-tion of your services will increase your business. In this issue we examine how to decidewhat your niche will be, what it means to choose a niche, and the consequences of havinga coaching niche.• Steve Mitten talks about how to discover and develop a niche for your coaching practice.• Tessa Stowe outlines the pros and cons of having a niche practice.• Vikki Brock presents data on the influence of other professions on coaching, including

the selection of niche areas of practice.• Some of our readers share stories about their coaching specialties.

—The Editors

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Coaches are intuitive, feel-ing souls. We are called tothis work, and we love toshare our gifts with every-

one. As noble as this intention is, as amarketing strategy it is a recipe forstruggle. Coaching is such a youngprofession that most potential clientssimply do not appreciate the greatbenefit of working with a coach. If youare out there selling generic coaching,“I’m a coach, would you like some coach-ing?” you are trying to sell somethingfew people understand or value.

The key to greater commercialsuccess is identifying where yourpassions and strengths lie to allowyou to package coaching as a tangiblesolution to your ideal clients’ biggestunmet needs.

Finding a great niche is all aboutfalling in love with a group of peoplewhose challenges you really under-stand, where your gifts, experienceand coaching skills can add greatvalue. When you find this, you havefound your place in the world. Youwill know where you are meant toserve, and you will experience fargreater commercial success.

Natural resistanceMany coaches have heard this beforeyet continue to struggle chasing down

a wide variety of coaching prospectsone at a time. I see two common rea-sons for this.

Many coaches equate finding aniche with not being able to workwith whom they choose. Contrary tocommon belief, choosing a nichedoes not mean you can never workwith any client outside your niche. Itsimply means you are focusing yourmarketing on a group you love spend-ing time with, understand, can add alot of value to, and know how toreach in large numbers, quickly.

A second common point of resis-tance for choosing a niche is a fear ofstanding out. To attract large num-bers of ideal clients, you have tobecome known. This possibilitybrings up fear for coaches who don’tfeel they are ready or have some deepneed to just fit in. In business, fittingin equals commercial suicide. If youhave this tendency, get some goodcoaching.

The payoff of a great nicheHaving watched hundreds of coach-es develop their businesses, I believea good niche will give you ten timesmore clients — for a given expendi-ture of time and money — than gen-eral unfocused marketing.

More than this, I believe a good

niche will allow you to have a greaterimpact in the world and provide youwith a long-term, sustainable advan-tage in your marketing that willposition you apart from all the com-petition and attract an endlessstream of ideal prospects.

The benefits of finding a goodniche are well documented in thecoaching literature. The key ques-tion for most coaches is: how do Ifind my own niche?

The five steps 1) Identify your top niche possibilitiesLook at the clients you most love towork with. What do they have incommon? Who are the people youare most drawn to work with —work-at-home-moms? Businessowners? Leaders? Soul seekers?Look at the type of work that getsyou most excited. What are youcalled to do in this world? What bigchanges do you see that need to bemade? What type of work mostaligns with your values? (Forinstance, you may not want to com-mit to training CEOs in coachingskills if that means you will be onthe road half the time.)

Don’t forget to look at those placesyou have fled from. For example, ifyou are a refugee from corporate life,

23VOLUME 4 NUMBER 2

By Steve Mitten, MCC

Five Steps to Developing a Great Niche

Finding YourPlace in theWorld———

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you perhaps are not even consideringlooking there for a niche. “They tookmy soul, I will not go back.” Whileyou may never want to work in a cor-poration again, wouldn’t it be great tohelp others flee corporate life if theyfound it as difficult as you? Andwouldn’t you know a great deal aboutwhat this niche’s life was like and howto reach them?

2) Create a matrix to rank each of yourpossible nichesRank potential niches through thelenses of your passions, strengths,and the needs in the marketplace.Specifically, list all of your possibleniches in column one. Label subse-quent columns for a variety of sub-categories that might represent yourpassions, strengths and needs. Forexample, as relates to passions, youmight have columns labelledAliveness, Values and Impact to rep-resent how alive you are when youcoach this group, how well workingwith them would align with your val-ues, and how much of an impact youwould have coaching this niche. For assessing how well your strengthsfavour a particular niche, you mightlabel columns: Life Experience,Training, Accomplishments, and yourCapacity to be Great. For assessingmarket needs you might labelcolumns: Identifiable Unmet Needs,Ease of Access for Marketing, Abilityto Pay and Level of Competition.

Once you have created the matrix,you can proceed to rate each niche, inevery column, on a scale of 1 to 10. Forexample, if you already have the emailaddresses of every niche member inyour region, you would give this niche10 out of 10 for Ease of Access forMarketing. If you had to track downeach member of another niche individ-ually, you might only give that niche 2

out of 10 in the same category. Onceyou have filled in each box on yourmatrix, you simply total the score. Theniches with the highest score will be thebest fit for you. (To see a detailed exam-ple of what I am describing here, go towww.acoach4u.com/nichetool.htm).

3) Dive into research modeInterview some prospects to betteridentify what their greatest needsare, how to best communicate to theniche (do they have an associationmagazine or national convention?),what your competition looks like,how to position yourself as an expertto the niche, and how to best pack-age your coaching as a solution to theniche’s greatest unmet needs.

It’s in going out and talking to threeor four members of a possible nichethat you will really learn the specific

information you need to know.Sometimes you’ll find out that theniche is not a good fit for you. Most ofthe time you will get really excited.You will see the big problems theyhave. You will see where coaching canbe used as a better solution to whatthey are currently doing.

By the time you have completedyour interviews with your niche, youshould have some very good ideasabout how to best package coachingas a great solution to the biggestunmet needs of your niche.

4) Test market your solutionCreate a program (a one-to-one

coaching program, teleclasses, work-shops, etc.) to try out with yourniche. Don’t be afraid to promote itat a reduced cost to get your first fewclients. You will learn a lot, and youwill gain a number of valuable testi-monials that will make it easier tosell out your subsequent offerings.

5) Roll out your finished productSeek every opportunity to speak,write, present or otherwise shareyour knowledge with your targetaudience to increase your exposureand solidify your position as anexpert solution provider to thisniche. Now is the time to really raiseyour profile so that your niche caneasily find you, and come to appreci-ate all the ways you can help them.

Developing a great niche takes aslong as it takes. You may have to go

through this process a few timesbefore you arrive at your ultimateniche. Keep at it — the rewards areworth it.

And don’t think it is all up to you.In some mysterious way, as long asyou do your part to get out there tosee where you can add the mostvalue, the world will most certainlyreveal some unmet need. The uni-verse conspires to help those that arepassionate about adding value.

Steve Mitten, MCC, and 2005 ICFPresident, is a coach for leaders andemerging leaders and author ofMarketing Essentials for Coaches.

N I C H E N E T W O R K

Choosing a niche doesnot mean you can neverwork with any client outside your niche.


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25VOLUME 4 NUMBER 2


By Tessa Stowe

Should you choose a niche or shouldn’t you? Or shouldyou wait until the niche finds you and coach anyone andeveryone in the meantime?

When You Don’t Have a NicheLet’s assume you don’t have a niche and you market toabsolutely everyone. Following are some suggested disad-vantages of this approach. Note which ones you agree with.

1. It’s very difficult to have a marketing message thatspeaks to everyone. Hence your marketing message willbe very wishy-washy and will mean nothing in particularto anyone.

2. You’ll be spreading yourself too thin, trying to covereveryone everywhere. This is very energy draining andyou could burn out.

3. It will be very hard to decide where to put your mar-keting efforts and dollars. It’s a very scattered, hit-or-miss approach.

4. It’s a waste of time, money and effort to give out avery diluted marketing message to large numbers ofpeople who aren’t interested.

5. You’ll be viewed as a generalist, and as such, peo-ple will think you probably won’t be able to help them forwhat they consider are their unique requirements.

6. You won’t stand out in the crowd. If you’re every-thing to everybody, why should you?

7. You’ll be spending all of your time looking forclients and no one will be looking for you. People lookfor specialists, not generalists.

8. If you’re viewed as a generalist, people will want adiscount on your services. This is simply supply anddemand and does nothing to take your business in thedirection you want.

9. Referrals will be few, if any, as people won’t beclear on exactly what you do.

10. It will be difficult to attract successful jointventure partners as they will be struggling to determinethe value you offer their niche.

When You Do Have a NicheNow let’s assume that you do have a very specific nicheand you only market to that niche. Following are somesuggested advantages of this approach. Note whichones you agree with.

1. You know who you’re looking for and where to focusyour marketing efforts and dollars. Focus plus actionbrings results.

2. You know where to focus your research efforts soyou can intimately understand your niche, the problemsthey have and the language they speak. The greater yourlevel of understanding, the more magnetic you’ll become.

3. Your marketing message is very clear and focusedand speaks to the needs (ears) of your niche. Peopleknow exactly who you serve and what results you produce.

4. You can position yourself as the expert in yourniche. Because you are an expert, people actively seekyou out and pay you accordingly.

5. People in the same niche tend to have the sameproblems. Once you find out what these are, you candevelop high-demand services/products to solve them.

6. You can brand yourself in your niche. Your brand willwork for you, attracting clients, seemingly when you’re noteven trying. Often people will be sold before talking to you.

7. Niches tend to hang out together and belong togroups and associations. In these groups, they oftentalk about their problems and how to solve them — thatis one of the main purposes of the groups. Word aboutyou will spread quickly in these groups.

8. Your chance of referrals increases, as people willimmediately understand the market you serve and theresults you produce.

9. You will know when to say no. For example, you willnot waste your time going to a networking event if thereis no one there from your niche in attendance.

10. You will be more attractive to joint venture part-ners in your target market as they will clearly under-stand the value you offer their clients.

Tessa Stowe is a mentor, coach, speaker and trainer andthe founder of SalesConversation.com. She lives inSydney, Australia.

Advantages and disadvantages of having a niche

To NicheorNot toNiche

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Key Influenceson the FieldThe impact of other professions on coaching and niche development

————

Coach Specialty and Niche Areas

Purpose, vision, lifestyle design, motivation, creativity,integrity, authenticity, clarity . . . . . . . . . . . . . . . . . . .27%

Business, entrepreneur, organization and team, professional,practice building, sales, cross cultural diversity . . . . . .17%

Leadership, executive and management . . . . . . . . . .16%

Personal productivity, stress reduction/time management,conflict resolution, financial, mentor, communication,academic/education/student and other . . . . . . . . . . .13%

Relationship, family, parenting, teens/children, gay/lesbian,sexuality . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8%

Career transitions, planning and development . . . . . . .8%

Transitions, divorce, retirement . . . . . . . . . . . . . . . . .5%

Wellness, self-care, addictions, ADHD . . . . . . . . . . . .4%

Christian, spirituality . . . . . . . . . . . . . . . . . . . . . . . . .2%

Professions Influencing Coaching

Psychology . . . . . .19.4%Consulting . . . . . . .11.0%Organization Development . . . . .10.9%Sports/Fitness/Recreation . . . . . . .10.1%Management/Leadership . . . . . . .8.7%Education/Teaching . .8.3%Training . . . . . . . . . .7.6%Philosophy (+ Ontology) . . . . . . .7.6%Human Resources . . .6.4%Other Professions . . .5.6%Human Potential Movement . . . . . . . .2.5%Sociology . . . . . . . .1.9%

Professional OrganizationMembership Grouped by

Related Professions

Psychology . . . . . . . .20%Training and Development . . . . . .17%Other (Non-Coaching) . . . . .16%Human Resources/Personnel . . . . . . . .15%Management/Business/Consultants . . . . . . .11%Organization Development . . . . . . .8%Psychotherapy/Counseling . . . . . . . . .5%Speakers and Writers .4%Facilitators . . . . . . . . .2%Wellness . . . . . . . . . .1%Employee Assistance . .1%


We as coaches have spent far too much timedescribing how we are different from otherprofessions. Now is the time to acknowl-edge and understand how we are standing

on the shoulders of professions that have gone before us.We need to understand the foundations of the techniques

we use with our clients. We need to keep current with otherfields so we can provide the best possible coaching to theclients we serve. Membership in the professional organiza-tions of related disciplines is one way to learn and keepabreast of recent developments.

Based on the Executive Summary of the Preliminary find-ings of the 2005 Survey of Key Influences and Influencers inthe Field of Coaching (Brock 2006), we know three things:1. Psychology is the identified as the most influential profes-sion related to coaching.2. Membership of coaches in related professional organiza-tions is largest for psychology organizations.3. Coaching niche/specialty areas are balanced approximately50%-50% between business coaching and personal coaching.Below are the results of a recent study of the influence ofrelated professions on coaching.

Vikki Brock, MCC, is president of Call Me Coach!


By Vikki Brock

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27VOLUME 4 NUMBER 2


Ispent my entire professionalcareer, before coaching, inthe entertainment industry. Istarted as a production assis-

tant and a few years later started myown production company producingmusic video and commercials.

After 10 years in New York and afew in Los Angeles I got prettyburned out and disillusioned. Imoved up to the San Francisco Bayarea to produce video games (anotherburnout industry) but soon discov-ered coaching, and found myself liv-ing a few miles from the CoachesTraining Institute’s office in SanRafael, where I did my coach training.

After a few years in NorthernCalifornia coaching creative peoplewho were broke, I decided to move toLos Angeles where there were creativepeople who actually make money.

I started out coaching writers,partly because I’d been one, and part-ly because I could actually find them.I could take a table at a screenwritingconference that said, “Want anOscar? Get a Coach!” and get into aconversation easily by asking anyonewho walked by, “How’s your script

going?” By a combination of myexperience in the film industry as aproducer and director, and my coach-ing skills, I began to find clients andinch towards making a living.

I also found myself coaching produc-ers. Few people actually know themagic that these dedicated filmmakersaccomplish, but having been one, I do.I feel their pain, I understand theirchallenges and their joys. Againthrough a combination of my career asa producer/filmmaker and certifiedcoach, I was able to help them getmore focused, get out of their own way,and get more deals made.

My mission as a coach is toempower filmmakers to stay strong,healthy and positive about bringingtheir work to fruition. Burnout anddesperation are common occur-rences in the entertainment busi-ness. By helping filmmakers getback in touch with their originaldreams of connection and creativi-ty, powered by the fuel of a morebalanced life that serves them inthe process, I’m confident thatthey’ll bring forth pop cultureworks of power and passion thatwill inspire the rest of the world todo the same.

By David Brownstein, PCC

My mission as a coach is to empowerfilmmakers to stay strong, healthyand positive about bringing their workto fruition.

————Hollywood

Heart

choice asked readers to report on their particularniches. Here are some of the stories we received.

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I realized that professional success alone would not sustain me.

Coaching

TechnologyforWomen in— —

Life——

After working over a decade in bilingual education, I cre-ated this business after the birth of my first child. Mydesires to work from home, help others, and serve thecommunity merged and Comadre Coaching was born.

In Latino culture, a comadre is a trusted friend, advisor and confi-dant who tells it like it is, and guides you to be your best. ComadreCoaching brings the comadre spirit to cutting edge Latina leadersand entrepreneurs who understand that thinking creatively andbeing open to new ideas are the success tools for the 21st century.

I enrolled in Coach U, started working with clients immediately,and completely immersed myself in learning everything possibleabout running a successful coaching business. My business has dou-bled each year and is poised to expand dramatically in the upcomingyear with the introduction of new and more accessible programsand services.

My ideal client is an English speaking, U.S. based Latina who iseither a business owner or a leader in business or the community. Sheunderstands the importance of tapping into her creative ideas, theneed for balance between work and life, and the desire to be a positivecontribution to the world. My future growth plans include branchingout more into the Spanish speaking market. According to the SmallBusiness Administration, Hispanic women are on the rise as businessowners and look within their culture for guidance and support.

I use technology to expand my reach and boost my visibility as a rec-ognized expert. I currently write two blogs, host two podcasts, publishan award winning ezine, and publish articles on various websites.

By Nancy Marmolejo, PCC

In Latino culture, a comadre is a trusted friend, advisor and confidant who tells it like it is, andguides you to be your best.

Comadre Coaching

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Iused to think that finding a niche was about picking some-thing that was marketable, preferably with some buzzwords that I saw my colleagues throwing around — workingwith people in career transition or leaders in organizations.

What I realized is that I don’t so much pick my niche as it picksme. I discovered that my niche was working with colleagues frommy previous career as an engineer. I’ve traveled the path from left-brained thinking to right-brain sensing.

My ideal clients are those who want touse more whole-brain thinking to get tothe next level in their work or their life.They are intelligent analytical thinkers,struggling with either rejuvenating theircareer or regaining balance in their lives.These left-brain thinkers have a changeagent and/or entrepreneurial bent tothem, as well as emerging creative inter-ests. Clients have included a computerscience professor who is intent on changing how technology istaught in schools, an investment banker who is passionate aboutcreating child care options for young children, and a former man-agement consultant who aspires to be a professional blogger.

As I’ve developed my niche, I’ve seen that it is the intersectionof who I am (former engineer with a tendency towards creativequirkiness), what my passion is (exploring what the right brain knowsto solve business and life problems), and who is naturally attracted tome (competent, linear thinkers who need new tools). The book AWhole New Mind by Daniel Pink has captured what my niche meansto me — a way for individuals and teams to engage the creative rightbrain with the logical left brain to be competitive in business andenriched in life. The book recommends individuals develop ‘SixSenses’ associated with the right brain: Design, Empathy, Story,Symphony, Play, and Meaning. My niche is working with individualsand teams who are ready to explore and develop these Six Sensesmore fully, in service to what they want in their work and their life.

29VOLUME 4 NUMBER 2


A“techie” with an impressive 23-yearIT background, my path to becominga Certified Wellness Coach beganwhen I experienced an unexplained

health crisis during the height of my technologyconsulting career. This event could have derailedme personally and professionally, but instead Iused it as a wake-up call to lead a more fulfillingand balanced life. I realized that professionalsuccess alone would not sustain me. I now usemy vitality and ability to overcome challenges tohelp women in technology reclaim what theywant out of their lives.

After launching Life Accelerated, I continued towork in my technology consulting practice. Then oneday I realized that I could combine both of my pas-sions by focusing on working with women in technol-ogy. For example, it was easy to feel burned out duringa week-long assignment. So, I created an energy planto pace myself and now I share these productivestrategies with others. I provide corporate wellnessprograms for IT companies and divisions as well asindividual and group coaching programs.

One of the comments that I often hear fromwomen who are considering working with me isthat they don’t even have the time to commit to awellness program. As a working mother, on-the-road trainer, coach and entrepreneur, I can certain-ly empathize with the feeling of having too muchon the proverbial plate. So, I help my clients to pri-oritize and figure out what they can eliminate orstreamline in order to make time for wellness.

This theme of improvement pervades every-thing that I do. In my own time, I pursue DahnYoga, quiet reading and enriching experiences. Ialso volunteer for Hands-Up Coaching, providingcareer guidance to women who want to changecareers or find increased success.

By Diane R. Randall

By Carol Ross, CPCC

…I don’tso muchpick myniche asit picksme.

Leading With a

Whole New Mind————

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What is missing from coach training today?Marilyn Atkinson, Erickson College:We need training in how to presentourselves to the world. Only now arewe finding our ability to speak to allsectors of the public, helping the publicunderstand the brain/mind connectionand the value of coaching.

Frank Ball, Georgetown University:Based on what we see missing, ourdirector is moving us to put moreattention on: the business aspects ofcoaching, adult development, anddeepening the personal development

commitment of every student thatcomes through our doors.

Richard Bentley, Results CoachingSystems (Europe): Coaching is both anart and a science, therefore theory andpractice need to be combined to createprofessional and credible coaches.Coach training should have high levels ofexperiential content, which appear to bemissing from some distance learning oracademic oriented programs.

Rhonda Britten, Fearless LivingInstitute: As coach training organiza-tions, we need to allow and encourageour individuality. We also need higher

standards; we’re not policing ourselves. Shirzad Chamine, Coaches Training

Institute: Systems awareness is missingin most training. A coach without sys-tems awareness could be like a hammerseeing everything as a nail. He/shemight treat every issue as an individualissue. Some individual behavior isimpacted by systems in which the indi-vidual lives and can not deeply shiftunless the relationship or organization-al system is taken into consideration.

Barbara Fagan, Resource Realiza-tions: Coach training organizations needto understand what clients really need. Aswell, we need to recognize that diversityin training programs is a good thing.

Linda Page, Adler School: We needan orientation to research that practi-tioners can use. And we need moretraining in business development skills,how to start and maintain a business.

Sandy Vilas, Coach U: Other organi-zations don’t give people the necessarymarketing skills. We do, so that they can


These are exciting times for the coaching profession. Change is constant and the future isunknown. What we do know is that coaching is taking off around the globe and that its impact isbeing felt in places unimagined just a few years ago.

Lee Weisser, Managing Editor of choice Magazine, interviewed several leaders of coach train-ing organizations to get their perspectives on coaching today and in the future. How will traininghelp the coaching profession achieve its goals? Read on for their answers.

choice also asked readers to share their experiences as students of coach training. These sto-ries add to the lively discussion about the present and future of coach training.

Thank you to all our contributors. —The Editors

Vision,

Purposeand——

Values

Coach school leaders speak out By Lee Weisser, MEd, Managing Editor

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be successful in their coaching businesses.Pat Williams, Institute for Life

Coach Training: Coaches need to knowthe theories and philosophies thatcoaching is grounded in as well as receiveadequate business development training.There may even be opportunities forcoaches to intern in other professionsthat could benefit from coaching.

Do you see any changes in themodel of coach training in thenear future?Atkinson: I see more training in otherlanguages besides English. Onsitetraining will still be the dominant train-ing method, but online training usingthe web will increase due to the powerof collaboration available through theweb and the ability to use visual cues.

Ball: As more research is done onmethods and their impact, the modelswill change. Program changes shouldbe research-driven, not based solely oninstincts.

Bentley: Any school that doesn’t con-tinually review its model in the light ofnew research would be foolish. Coachingis at an evolutionary stage, therefore italways needs fine-tuning. Delivery meth-ods will change as communications tech-nology changes.

Britten: I would like to see a shift to

create a vehicle in which you can be anaccredited ICF organization withoutgiving up your vision and unique brand.

Chamine: I see a proliferation ofquick technique-based coaching, focus-ing solely on the ‘doing’ part of coach-ing. These techniques crumple if theysit on a foundation of old paradigms

31VOLUME 4 NUMBER 2

I am an October 2005 graduate of the coach training program at TheCentre for Coach Training in Portland, Oregon. My experience there waslife-changing. The program was much more in-depth than I anticipated,training me not only in coaching techniques and their application, but thephilosophy behind coaching and a business boot camp that got my busi-ness plan in top shape. The instructors were great coaches themselves,but even more important for my training, they were passionate aboutteaching the material. I had looked around and determined that TheCentre for Coach Training provided the highest percentage of live, in-classinstruction (as opposed to teleclasses) of any of the programs I was con-sidering attending. Also, the supervision of the required hours of practicecoaching was thoughtful and very educational. With the coaching skillsand good business training I acquired at The Centre, my business —coaching lawyers — is off to a fantastic start.

Lawfully Yours By Justin Stark, Portland, Oregon

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and beliefs about people. If you shiftunderlying paradigms, new skillsautomatically show up.

Fagan: We will be offering advancedcourses using different models,including retreats, experiential activ-ities and adventure learning.

Page: The ideal model of coacheducation should include bothresearch and practice and includepersonal development, not just train-ing. We should broaden trainingopportunities so that students canlearn from a variety of models andschools, allowing training at morethan one school to get a certificate.

Vilas: No, I don’t see any changesin our model of coach training.Online training isn’t relevant to us.

Williams: We should be lookingat what academics are doing; trainingshould combine theory and evi-dence-based research.

The variety of views expressed madeus think about how the profession is goingto attain these goals, and led us to ournext question:

What is your view about creden-tialing of coaches and schools?Atkinson: We are already aligned

with the International Coach Feder-ation (ICF). We want to maintain ahigh level of proficiency, but someparties want ICF to lower its stan-dards. We disagree with this.

Ball: I couldn’t imagine not beingaligned with ICF. It’s up to the lead-ers of an emerging profession toincrease its credibility. It is criticalfor numerous reasons includingrigor, standards and ethics. Clientsneed to be able to trust that the pro-fession has discipline and standards.

Bentley: Our ICF accreditationhas led to more inquiries about ourprograms. International companies

Wow! I got more than I expected! That was my revelationonce I completed my Success Unlimited Network (SUN)Program. I WAS HUNGRY FOR MORE! My coaching expe-rience left me with a sense of expectancy and motivat-ed me to become a personal coach. I decided tobecome a SUN Coach because it completes me on apersonal and professional level.

My purpose in life is to co-construct intimate rela-tional experiences which inspire achievement ofpotential. My coach training experience has allowedme to continue to tap into, draw upon and connect toothers in ways that I never expected. Teri-E has chal-lenged me to become a Master Coach, inspiring me toachieve my potential. She is an exceptional rolemodel, great teacher and is open to meeting my pro-fessional and personal needs in our Coach TrainingRelationship.

My coach training has stretched me and increased myself-awareness and self-confidence as a clinical psy-

chologist, especially in the business world. I find that Iam a well-rounded clinician and a more interesting andengaging consultant and coach because I can drawupon and integrate theories and techniques from twodifferent professions. I am more aware of my intuitiveexperiences, sense of humor, and sensitivity to the spiri-tual and creative experiences that occur in my everydaylife. Since my coach training occurs in Virginia, I com-mute once a month. The trip itself provides me with arelaxing and rejuvenating experience.

I have also discovered that I am better able to managethe numerous professional opportunities presented tome because of my coach training. I have a resource inmy coach trainer and mentor which allows me to bounceoff ideas, strategize about getting new contracts andclients and enhance my networking skills to market mybusiness. All of these experiences have challenged meto do one thing — share my coaching experience withthe world so that others can achieve their potential.

Building on Experience By Daniel Lee, Psy.D., Philadelphia, Pennsylvania

Marilyn Atkinson,President, Erickson

College

Frank Ball,Faculty Member,

Georgetown University LeadershipCoaching Certificate

Program

Richard Bentley,Coaching

Solutions Director,Results CoachingSystems (Europe)

Rhonda Britten,President, Fearless

Living Institute

Shirzad Chamine,CEO, Coaches

Training Institute


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33VOLUME 4 NUMBER 2

in particular are looking to get theirinternal coaches accredited to ICFstandards, so they can be credible allover the world.

Britten: ICF needs to communi-cate its high standard core coachingcompetencies to the public, andpolice its members to make sure theICF branding is being followed. ICFshould also require re-certificationon a regular basis and it needs to bemore inclusive; it should give coachtraining organizations the freedomto have their own unique way toexpand on the core competencies.

Chamine: Credentialing is critical;customers will demand it. Becausethe barrier to entry to being a coachis so low, the client needs qualityassurance. I expect there will be aproliferation of private firms that dotheir own credentialing. An increas-ing number of coaches will get theirbusiness through coach brokers orother intermediaries that can attractbusiness to coaches and provide qual-ity assurance to the clients.

Fagan: Credentialing is an absolutebut ICF cannot be the only creden-tialing body. Colleges and businessesare going to take over some of thisrole and more specialized credentialswill be seen.

Page: ICF has an opportunity to bethe international gold standard (40%of ICF accredited schools are not inthe US). Coaching is aligning itselfmore with consulting, not with thera-

py, and therefore hopes not to requiregovernment regulation (but there’s noguarantee that we won’t be regulated).

Vilas: ICF gives the profession avoice, but credentials don’t matter tome. If you’re giving value to the client,it doesn’t matter, though it might beimportant for getting new business.

Williams: I believe strongly inaccreditation. The profession needsto be self-regulated. ICF regulates

ethics and does an annual review ofcontinuing education.

Since high standards and accountabilitywill be so important in the future, we asked:

What will coach training look likein your organization in five years?Atkinson: We’ll be ten times largerand have the same high quality oftrainers. I’m amazed at how much

Coaching is buildingits ownfuture.

By Bill Hunter, CPC, CDC, Houston, Texas

My formal coaching training began atthe Resource Realizations QuantumCoaching Academy. I have since com-pleted some other programs, butResource Realizations gave me thecoaching fundamentals that I bring to allof my interactions, whether paid coach-ing or group facilitation work, or justwhen I choose to ‘show up’ as coach.

Resource calls their program ‘onto-logical’ coaching. For those who sleptthrough Philosophy 101, ontologicalmeans ‘concerned with Being.’ Thosewho slept were awakened at theAcademy. We studied Heidegger’sclassic of existentialism Being andTime in great detail, as well as bookson trust, language, and the evolutionof life, culture and mind.

So, ontological and quantum (yes,we also read about quantumphysics, namely, What the Bleep DoWe Know?). Our training focused onwhat it is to be a coach: how tostand in relationship with another

person as a coach. And quantum intwo seemingly contradictory senses:our clients make a small changewhich produces a huge (quantum)shift in their lives.

The heart of the ten month programwas extensive coaching, with feed-back from the Academy staff. We gotto experience what it is to be a coach,what works and what doesn’t. I likenit to riding a bicycle: one day youcan’t, and the next day you can, andyour body never forgets the experi-ence. It’s an NLP thing, and we spentsix weeks focusing on incorporatingNLP into our way of Being.

There were forty students in myclass (the Academy is held once peryear) and almost a dozen instructors.I now have forty soul-mates and fel-low coaches who support me withencouragement, and who will coachme with absolutely truthful feedback.This is the legacy that I carry forwardto all my coaching interactions.

Learning to Be

Barbara Fagan,President,Resource

Realizations

Linda Page,President, Adler

School of Professional

Coaching

Sandy Vilas,CEO, Coach U and Corporate Coach U

Patrick Williams,CEO, Institute for

Life Coach Training


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our trainers give of themselves. Weintend to keep increasing the level ofcompetence of coaches in every sec-tor. We are currently offering specifictypes of training in organizations forteam conversations, leaders and con-flict management, and I expect thistrend to continue. We are committedto helping knowledge about coachingreach the whole world. I have a visionof an academy of scholars who assisteach other to give their best, a moresupportive and collaborative envi-ronment than we currently have.

Ball: Georgetown core values willnot change, but we will be open tonew methodologies from research.We are expanding to includeadvanced courses, as well as coursesthat go more deeply into particularsubjects. We will be focusing on mea-suring impact, hearing from organiza-tions about what makes a differenceto them in terms of coaching andcoach training. And, I expect therewill be new business models devel-oped for coaching, more clarity aboutrealistic financial success. What canmarket research tell us about the via-bility of coaching as a business?

Bentley: The exciting thing is wedon’t know where we’re going to endup. Coaching is building its ownfuture. I predict there will be morecoach training in workplaces and agreater use of communications tech-nology. More employers will be seek-ing to equip their managers withcoaching skills. Coaches will requestfurther training in areas of specializa-tion. I expect to see more programsoffered by academic institutions andthe ability for students to transfercredits between coach training orga-nizations. There will be a movementtowards graduate level programs incoaching, like the one at Portsmouth

I’ve spent the last 17 years in thenonprofit world, most recently asPresident and CEO of our localUnited Way. This past summer Iknew I wanted a change, andthought coaching was what wouldfulfill me. I decided to go the ICFinternational conference in SanJose to check this all out. Neverhave I been with a group of peopleso positive and helpful! Their atti-tudes and behavior were conta-gious, and I was firmly convincedthis is what I want to do.

I’ve completed two of the fivemodules with the Coaches TrainingInstitute. What appealed to memost was that it is in a group set-ting and is experiential. I’velearned so much from practicingduring our sessions and fromwatching the professional coaches

as well as my fellow classmates.The feedback at the sessions isinvaluable.

I am also enrolled in an entrepre-neur program called Urban Hope.Former Green Bay Packer ReggieWhite started this program inGreen Bay, his home town. Theclass runs 12 weeks. We are ableto put together a business plan inthat time. Every week is a newassignment, such as mission,vision, slogan, legal entity, etc. I’vefound this course to be extremelyhelpful as there is time in betweenclasses. This allows me to work onthe business development side dur-ing the program.

I am currently coaching threeclients, all for bartering, and amlooking forward to having my firstpaid client.

Coaching Is Contagious By Toni Loch, Green Bay,Wisconsin

By Eileen Richardson,Sante Fe, New Mexico

I am enrolled in a credentialedcoaching program through theInstitute for Life Coach Trainingwhere I can choose from availableclasses taught via conferencecalls. There are one or two instructors who meet with up toeight students twice a week for one hour. It has been very convenient and effective for me to be trained in this format since Iam a mother of six children andwork part time away from thehome, as well as assist my hus-band in his business.

I have completed 40 hours ofcoach training and in the next fewweeks I will finish 50 hours ofcoaching experience. The 50 paidhours of coaching I have been doingfor the past few months have been

an amazing, rewarding and exhila-rating experience. I will later take a40 hour class for certification.

I have my own coach who hasbeen a mentor to me. She hashelped me see the coach/clientrelationship from both sides. And, Ihave previous business experiencewhich I think has helped metremendously in establishing andmarketing my coaching business.

I feel my passion and talent forhelping others overcome obstaclesor challenges in their lives hasfinally come to fruition in a careerand it is Life Coaching. I look for-ward to a lifetime of learning incoaching.

Life Coaching is my purpose onthis planet, and I am blessed andgrateful to have found it!

Putting Life Experience to Work


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University in England. As an interna-tional organization, we see the powerof cross-fertilization of students fromaround the world.

Britten: We already require fourprerequisities as well as have an annualre-certification process. We are movinginto a three-phase training programwith testing and mentoring at eachphase. Phase one involves preparation,phase two involves learning coachingskills and working with clients, andphase three encompasses outreach andbusiness skills. We are bringing in othermodalities to complement our basicprogram model and already have fourlevels of certification. I see more men-toring and leadership training for ourgraduates in the future.

Chamine: Our biggest initiative isleadership development. We willcontinue to integrate individualcoach training with systems levelcoach training and co-active leader-ship development. We now offertraining in Organizational andRelationship Systems Coaching,

enabling our coaches to work withteams, partnerships, and systems ofall kinds. Our training focuses oncausing deep shifts in the underlyingparadigms and beliefs people holdabout themselves and others. Thatis part of how lasting change ofbehavior occurs, rather than changethat fizzles out over time.

Fagan: I would like to see teachersand parents acquire coaching skillsand coach our children and youth. Isee coach training organizationsbecoming more specialized in theirofferings, and doing more interna-tional training. Continuing educa-tion will be demanded by coaches tohelp them sustain their businesses asthey grow. More corporations willsponsor the development of internalcoaches. I see an expansion to groupcoaching models and strategicalliances with international partners.

Page: I would like to see coachtraining as part of a degree programwith theoretical depth, drawing onresearch. I see coach training

expanding to consulting services andan increasing overlap with trainingand development subjects. I also seemore training in specific niches andbusiness skills. I see the application ofparent coaching principles and relat-ed brain research to all relationships.

Vilas: We will continue to listen towhat people want as we continue tofine-tune our curriculum and deliverymethods. I see us partnering withmajor organizations. There will bemore demand for in-person training.There will be a ‘shakeout’ among coachtraining organizations; the ‘mom andpop’ operations will disappear.

Williams: Coach training pro-grams will become more content-rich,based on theory and evidence. Web-based training will become moreinteractive and easier to use. We willbe adding a residential communityworkshop for advanced practitioners.I see a refinement and differentiationbetween private business programsand college/university curricula. I’mglad that the Association of Coach

35VOLUME 4 NUMBER 2

It’s easy to create your own space in the GeorgetownLeadership Coaching Program. Take me — I’m not thetypical coaching student with a background in organiza-tion development or human resources. I’m a scientistand manager in the federal government and they accept-ed me into the program anyway! In my opinion, this pointsto one of the strengths of the Georgetown program. It isa diverse learning experience.

My fellow classmates come from a range of academicand professional backgrounds. It doesn’t matter that Iam not an organizational development practitioner ordon’t have a business degree, because there is alwaysa classmate willing to explain a concept from their areaof expertise. This breadth of experience that I can tapinto has truly added to my learning experience.

Each of our sessions was taught by a different teamof instructors, exposing us to at least 14 different pro-

fessional coaches, each with their own style. I appreci-ate the fact that in selecting the faculty, there was aconscious effort to expose the students to coachesfrom different schools of coaching. Seeing this kind ofdiversity among coaching professionals gave me agreat palette to use while I am painting my own coach-ing practice.

The word that best describes my Georgetown experi-ence is ‘supportive.’ I felt supported by the faculty, myfellow classmates and my own personal coach from theGeorgetown faculty. With our classes completed, thesupport has continued. Being in diverse locations —from across the country to across the world — is not abarrier to this support. My classmates and I keep intouch by e-mail and have formed cyber-communities-of-practice to continue supporting each other as we estab-lish our own coaching practices.

Diversity Works By Sherry Sterling,Alexandria, Virginia


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Training Organizations is encouragingus to share what we do and to supportone another.

After hearing these viewpoints ontraining, we asked each leader to look intheir crystal ball and tell us what they seefor the future.

What is your vision for coaching?Atkinson: I see the profession open-ing up to include multiple areas.From the broad areas of business andpersonal coaching, it will spread toeducation, families, medicine (doc-tors trained in conversation withpatients and teams), leaders coachingother leaders and the whole field ofhuman development. Coaching willbecome a more precise science.

Ball: The future is bright for thosewho are really good at coaching.Quality and credibility will be moreimportant and expectations fromclients will be higher. Niche areas willbe more clearly defined; coaching willnot be ‘one size fits all.’ Coaching isworking its way down in organiza-tions, from senior executives to teamsand all levels of employees. We believethat coaching will continue to showanother way for people in organiza-tions to be ‘with’ each other, and ulti-mately, create a snowball effect for‘greater good’ for all.

Bentley: The profession is stillexpanding. ICF now has over 10,000members in 80 countries. Coachingis obviously meeting a need thatknows no cultural or regional bound-aries. There will continue to be a lotof growth in workplace coaching.Organizations are starting to take itseriously; this will spin down to thepersonal coach level as people seethe impact of coaching.

Britten: Coaching is still in its

infancy. The public wants to make surecoaches are trustworthy. As a profes-sion, we will face integrity issues, suchas certification, public perception andinternal policing.

Chamine: Up to now, coaching hasbeen like a powerful engine fittedinto only one vehicle, that of being aprofessional coach. I see the profes-sion expanding to embed this coach-ing engine in many more vehicles,enabling coach-like leaders, teachers,doctors, lawyers, parents, etc.

Fagan: I see a proliferation of spe-cialty arenas for coaching, especiallyfamily dynamics, personal growth,transition change, aging and healthand wellness. I would like to seecoaches and trainers share commu-nication, have a forum to explore thediversity of coaching, and investigatehow coaching competencies aredefined based on the environment.

Page: I would like to see a healthyinterchange between coach trainingorganizations and educational institu-tions. In order to develop into a full-fledged profession, coaching needs anacademic base in research and theory,a ‘well’ for practitioners to draw on. Ibelieve universities are interested inthis, as witnessed by the University ofSydney in Australia, the first universi-ty to offer a degree in coaching.

Vilas: The profession continues togrow in popularity, both for the peo-ple wanting coaching and those want-ing training. It’s growing particularlyquickly in the corporate realm, asorganizational culture shifts from amanagement style to a coaching style.

Williams: Coaching has a strongfuture. Our global village is in need ofhelp. Coaching can empower peopleto solve social problems, both largeand small, and turn problems intopossibilities. •

1. Credibility and integrity of coachtraining programs will be increas-ingly important as schools jockeyfor position in a growing field.

2. Greater quality assurance and certification will be required by theprofession as public awareness ofcoaching grows.

3. Coach training organizations willwork with academics to integratemulti-disciplinary theory andresearch with practical training incoaching.

4. More colleges and universities will offer degrees in coach training.

5. There will be a greater emphasison teaching business develop-ment skills.

6. More organizations will offertraining in specialized areas ofcoaching (niches).

7. More organizations will offeradvanced coach training curriculafor graduates of basic coachingprograms.

8. There will be more courses offered in leadership coaching forboth personal and professionaldevelopment.

9. There will be more training ingroup and team coaching for corporations.

10.The coach approach will be integrated into other vocationsconcerned with human develop-ment such as teaching, parentingand workplace learning and performance.

10 TRENDS YOU’LL SEE IN THE COACH TRAINING OF TOMORROW

—The Editors


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Exciting TrainingOpportunities!

Coach TrainingRoundup

2ndannual

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Choosing a coach training program can be a big

decision. With a growing selection of quality

coach training organizations, you can spend

a lot of time researching your decision. At choice, we

wanted to help you make a fully informed decision,

so once again we present our Annual Coach Training

Roundup listing as well as announce our complete

online Coach Training Roundup. (Go to

http://www.choice-online.com/schoollist.html.)

In this growing industry, coach training offerings

are always expanding. So to keep up with transitions,

we launched our online version of the Coach Training

Roundup. Updated regularly and dynamically by the

training institutions themselves, this new online

resource keeps you up-to-date. In the meantime, we

will continue publishing our Annual Coach Training

Roundup as a handy print companion. Our listings

include programs in the United States, Canada and

other countries.

We made every attempt to provide inclusive and accurate informa-

tion. To add, delete or update your listing, please go to

http://www.choice-online.com/schoollist.html. If you have questions

or feedback, e-mail [email protected].

We want to acknowledge our new Customer Service whiz and cer-

tified professional coach, Monica Lambert, for being a key organiz-

er in this data and advertising enhancements. Also, we want to

acknowledge our webmaster and database programmer, Antonio

Pena. Antonio built our coach training roundup database and

administration tool (plus he manages our regular website).

Thanks to an awesome team.

So whether you just want basic training, specialty coach training or

intend to finish a full certification program, you have many choices in

our fast growing industry. Please let us know what you think and

e-mail us at [email protected].

–The Editors

Welcome to our Second Annual Coach Training Roundup

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39VOLUME 4 NUMBER 2

United States

ADD Coach Academy LLC 17 Googas RoadSlingerlands, NY 12159-9302Phone: (518) 482-3458; Fax: (518) [email protected]://www.addca.comThe ADD Coach Academy offers comprehensive ADD Coach Training for both new and experienced coachesseeking the knowledge and skills

to powerfully support individuals with AD/HD.Contact: Marla Giwerc, Director of Operations and Professional Servicesmarla@addca,.com

Adler School of Professional Coaching-SouthWest, LLC

13835 N. Tatum Blvd., Suite 9-182Phoenix, AZ 85032Phone: (602) 493-1886; Fax: (602) [email protected]: Laura Atwood, [email protected]

Advantara® International Coach Training Institute2825 Camino del BosqueSanta Fe, NM 87507-5324Phone: (505) 474-5311; Fax: (505) [email protected]: Hannah S. Wilder

BCoach Systems, LLC1132 13th AvenueMitchell, NE 69357Phone: (877) 901-2622; Fax: (877) [email protected] is a business coach development system for success-oriented coaches.You get everything you need to be a successfulbusiness coach.Contact: Mike R. Jay

Breakthrough Enterprises, Inc.1021 Alta Vista DriveRapid City, SC 57701

Phone: (605) 394-0072; Fax: (605) 394-0072BillRentz@FallingAwake.comwww.LifeCoachTraining.comContact: Bill Rentz

Career Coach Institute, LLCPO Box 5778Lake Havasu City, AZ 86404Phone: (866) 226-2244; Fax: (866) 226-2244coach@careercoachinstitute.comwww.careercoachinstitute.comCareer Coach Institute provides career coachtraining and certification. Our ICF approved pro-gram is delivered using a unique self-paced learn-ing method with optional teleclasses, and offersthree levels of certification in career coaching.Contact: Peggy Knudson, Business and StudentRelations [email protected]

Center for Coaching Mastery PO Box 904Hopatcong, NJ 07843Phone: (973) 601-9444; Fax: (973) 601-9444

dave@centerforcoachingmastery.comwww.centerforcoachingmastery.comWhere great leaders become winning coachesand great players become winning teams. Basedon the Coach-Two-Win Method and Pattern Lan-guage CoachingContact: Dave Buck, CEO, Head Coach

Centre for Coach Training516 SE Morrison, Suite 305Portland, OR 97214Phone: (800) 401-1704; Fax: (503) 233-6973info@centreforcoachtraining.comwww.centreforcoachtraining.comContact: Carl Casanova

Coach For Life6343 El Cajon Boulevard, Suite 138

San Diego, CA 92115Phone: (888) 262-2446; Fax: (619) [email protected]: Peter Reding

Coach Training Alliance (CTA)885 Arapahoe AvenueBoulder, CO 80302Phone: (888) 432-4121; Fax: (888) [email protected]

www.CoachTrainingAlliance.comCTA provides a condensed and affordable six-month certification program that includes interactive coaching, intensive learning, group men-toring, along with observation and professional critique of actual coaching sessions.Contact: Lisa Pisano, Admissions Advisor(508) 316-0414

Coach U Certified Graduate ProgramPO Box 512Andover, KS 67002Phone: (800) 482-6224; Fax: (800) [email protected]

Coaches Training Institute (CTI)4000 Civic CenterDrive, Suite 500

San Rafael, CA 94903Phone: (800) 691-6008; Fax: (415) [email protected]: Andrew Gabel, Co-Active Network(415) 451-6000

Coach U / Corporate Coach U International (CCUI)

PO Box 881595Steamboat Springs, CO 80488-1595Phone: (800) 482-6224; Fax: (888) [email protected] training for internal and external corporate coaches.Contact: Lynne Lopez, Director of [email protected]

Coaching Firm International468 N. Camden, Ste. 111bBeverly Hills, CA 90210Phone: (800) [email protected]: June Davidson, [email protected]

CoachVille LLC Graduate School of Coaching 2.0PO Box 904Hopatcong, NJ 07843

Phone: (973) 601-9444; Fax: (973) [email protected]

Training Roundup

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Certified coach training for the experienced coachwho wants to be certified without sitting throughbasic courses.Contact: Dave Buck, CEO, Head Coach

College of Executive Coaching 897 Oak Park Boulevard #271

Pismo Beach, CA 93449Phone: (805) 474-4124; Fax: (805) 474-5628www.executivecoachcollege.comThe College of Executive Coaching’s faculty consists of Ph.D. level coaches with a broad range of experience. Our certification program is open to individuals with Masters or Doctoral Degrees.Contact: Jeffrey E. Auerbach, Ph.D., President

Comprehensive Coaching U727 Mallard PlaceNorth Wales, PA 19454Phone: (877) 401-6165; Fax: (215) [email protected]

www.comprehensivecoachingu.comContact: Terri Levine

CorePath5200 W. 73rd StreetEdina, MN 55439Phone: (952) 897-6505; Fax: (952) [email protected]: Stephen Sebastian

Dream Coach Inc. Dream Coach Certification110 Pacific Ave. #355San Francisco, CA 94111Phone: (800) 869-9881

or (415) 435-5564; Fax: (925) [email protected] methods taught by founder Marcia Wieder and used worldwide for 20 years.Includes: purpose, dreams, overcoming doubts,

limiting beliefs, strategy, and personal practices.Graduates successfully obtain clients using powerful enrollment and marketing skills.Contact: Marcia Wieder, [email protected]

Dream Coach Inc. Dream Coach Group Leader Certification110 Pacific Ave. #355San Francisco, CA 94111

Phone: (800) 869-9881 or (415) 435-5564; Fax: (925) [email protected] group coaching training for Certified Dream Coaches®.Contact: Marcia Wieder, [email protected]

Executive Coach Academy201 West 74th Street, Ste 14

Training Roundup

Embody Your Coaching PotentialSomatics comes from the Greek “Soma” meaning mind /body/spirit

�Strozzi Institute is the only coaching certification program that trainscoaches in the relevance of the body. We offer a unique program thatproduces a depth of wisdom and skill that cannot be found elsewhere.

�

We offerICF Continuing Coaching Education Units Our Leadership in Action 1 and 2 courses qualify for CCEUs

Mention this ad and receive 5% *off anyLeadership in Action 1 or 2 course in 2006

Leadership in Action 1 #4 September 7 - 10, 2006

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www.strozziinstitute.comFor more information about our certification program and

our course calendar visit our website www.strozziinstitute.com

[email protected] � 707-778-6505 x144101 Middle Two Rock Road, Petaluma, CA 94952

Leadership in Action 1ICF Core Competencies - 3/4 hour

Personal Development - 22.25 hours

Leadership in Action 2ICF Core Competencies - 1 hour

Personal Development - 27.75 hours

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41VOLUME 4 NUMBER 2

New York, NY 10023Phone: (212) 501-8991; Fax: (212) 873-6809info@executivecoachacademy.comwww.executivecoachacademy.comContact: Jeremy Robinson

Executive Coaching Institute83 Whits End RoadConcord, MA 01742Phone: (978) 369-4525; Fax: (978) [email protected]://www.KoaneticConsulting.comContact: Steve Lishansky, Managing [email protected]

Fearless Living Institute 1823 Folsom Street, Suite 201

Boulder, CO 80302Phone: (303) 447-2704; Fax: (303) [email protected] comprehensive, hands-on, business buildingcoaching training program. Learn how to supportyour clients in mastering their emotional fearsthrough one-on-one coaching, leading FearbusterGroups and facilitating talks all with the support of a mentor.Contact: Jerilyn Thiel, Director of Coaching [email protected]

Fielding Graduate University Graduate Level Evidence Based Coaching Certificate 2112 Santa Barbara StreetSanta Barbara, CA 93105 Phone: (800) 340-1099, x4015;

Fax: (805) 687-9793 [email protected] http://www.fielding.edu/hod/ce/ Year long, graduate level, Evidence Based Coach-ing certificate providing 12 units of graduate aca-demic credit plus ICF ACTP certificaton (ACTPaccreditation pending).Contact: Nathan Lewin, Evidence Based CoachingProgram Coordinator

Georgetown University Center for Professional Development

Box 571198Washington, DC 20057-1198Phone: (202) 687-7000; Fax: (202) [email protected]: Angela L. Sanders

Hudson Institute 350 South Hope Avenue, Suite A-210

Santa Barbara, CA 93105

Training Roundup

Profound Training at Dream Coach® UniversityProfound Training at Dream Coach® UniversityBecome a Certified Dream Coach®Become a Certified Dream Coach®

Certified Dream Coach®ProgramAugust 2006 - SOLD OUT

January 2007 - OPEN – 45 CEUs

Dream Coach® Group Leader ProgramMarch 2007– Open to Certified Dream Coaches®only–45 CEUs

415-435-5564www.dreamcoach.com

Mention choice and save 10%

Faculty Includes:Marcia Wieder – America’s Dream Coach®, Speaker & Author

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RECEIVE 45 CEUS FROM ICF

Build Your Coaching Business and Make Dreams Come True

“Personally and professionally, the time I spentat Dream Coach University was one of the mostprofound weeks of my life. I found my com-pass—my path in life. I highly recommend it!”

—Maureen A. Ford, Editor in chief,choice Magazine

What sets the Dream Coach® Certification Program apart from

other programs is Marcia Wieder’s solid business knowledge and

marketing expertise which she teaches in this seven-day program.

You will learn her proven 10-step Dream Coach® process, plus

essential marketing and enrollment skills to catapult your business.

Dream Coaches get clients. This training will show you how to create

a profitable coaching business, while connecting you to your own

life’s purpose and passion. At the end of the week, you will be a

Certified Dream Coach.

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Phone: (800) 582-4401; Fax: (805) [email protected]: Pam McLean

Institute for Life Coach Training 2402 Pierce Court

Ft. Collins, CO 80528Phone: (972) 867-1915; Fax: (972) 867-2063admissions@lifecoachtraining.comwww.lifecoachtraining.comThe Institute for Life Coach Training specializesin training psychotherapists, psychologists,counselors and helping professionals in building a successful coaching practice.Member, ACTO.Dr. Patrick Williams, MCC, President/Founder or Edwina [email protected]

Institute for Professional Empowerment Coaching151 Rte 33, Suite 240Manalapan, NJ 07726Phone: (866) 722-6224; Fax: (732) [email protected]: Deborah Van de Grift

Intercoach, Inc. / The Life Blueprint® InstituteNOW WHAT? Life Blueprint Facilitator® Training with Laura Berman Fortgang26 Park St. Suite 2045Montclair, NJ 07042Phone: (888) 232-6224 or (973) 857-8180; Fax: (973) [email protected] to use “Now What? 90 Days to a New LifeDirection” by Laura Berman Fortgang, to helpclients gain career clarity and life direction.Contact: Laura Berman Fortgang, President /[email protected]

Laske and Associates LLCInterdevelopmental Institute (IDM)51 Mystic StreetMedford, MA 02155Phone: (781) 391-2361; Fax: (781) 391-2361otto@interdevelopmentals.orgwww.interdevelopmentals.orgIDM is based on research in adult development

and specializes in evidence-based coaching.The Institute offers certificate as well as non-certificate courses. It raises the level of coacheducation to college level.Contact: Otto Laske, Founder, Director, [email protected]

Leadership Directions, Inc.Academy for Coach Training

16301 NE 8th Street, Suite 200Bellevue, WA 98008Phone: (425) 401-0309; Fax: (425) [email protected]://www.LYVcoaching.comIn a dynamic program that combines classroomand teleclass formats for enhanced adultlearning, ACT’s students learn the skill, art

and being of professional coaching. Our acade-my is affiliated with Antioch University, Seattle.Contact: Amorah Ross, MCC, V. P. of Training & [email protected]

Life Coaching Group265-D South BroadwayTarrytown, NY 10591Phone: (914) 333-0443; Fax: (914) [email protected]://www.lifecoachinggroup.comLearn how to coach: Jump Start! and Laser CoachYour Way to Success are unique 36-hour trainingstaught through stories and examples emphasizinga systematic method for creating permanentchange, understanding people, and fosteringcoaching confidence.Contact: Marion Franklin, PCC, Life Coach,Mentor Coach

Life On Purpose Institute, Inc.1160 W. Blue Ridge RoadFlat Rock, NC 28731Phone: (828) 697-9239; Fax: (425) [email protected]: Ann Swift

MentorCoach®4400 East West Highway, Suite 1104

Bethesda, MD 20814 Phone: (301) 986-5688; Fax: (301) [email protected]

www.mentorcoach.comContact: Janice Fain DeanMindful Coach Certification5663 Balboa Avenue, Suite 438San Diego, CA 92111Phone: (619) 29-7542; Fax: (858) [email protected]://www.guidingmindfulchange.comContact: Billie Frances, Owner

New Ventures West PO Box 591525

San Francisco, CA 94103 Phone: (800) 332-4618; Fax: (415) 666-0558programs@newventureswest.comwww.newventureswest.comFounded in 1986, New Ventures West offers training in Integral Coaching to new and estab-lished coaches and programs for organizationsdeveloping leadership and coaching capacity.Contact: Christy Moses, Director of [email protected](800) 953-5664

NLP and Coaching Institute Inc. NLP and Coaching Institute of California1534 Plaza Lane #334Burlingame, CA 94010Phone: (800) 767-6756; Fax: (317) [email protected]://www.nlpca.com, www.nlpcacoach.comLife changing, practical skill building program that offers a complete model for coaching.Our programs combine traditional coachmodels with the power of Neuro-Linguistic

Programming methods.Contact: Paul Hallbom, Institute [email protected]

Optimal Functioning Institute903 Luttrell Street, Suite 1Knoxville, TN 37927Phone: (865) 524-9549; Fax: (865) [email protected]: Madelyn Griffith-Haynie

Parent as Coach AcademyPACA Advanced Coaching Course4214 Skyview Crest NWAlbuquerque, NM Phone: (505) [email protected]

Training Roundup

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43VOLUME 4 NUMBER 2

Training Roundup

The 10-Month Advanced Coaching Course is for pro-fessionals who want to enhance their work usingcoaching skills with youth, parents and families.Contact: Diana Haskins, [email protected] as Coach AcademyPO Box 259, 7410 Oleson RoadPortland, OR 97223Phone: (503) 236-6103; Fax: (503) 236-6103whiteoakPAC@comcast.netwww.parentascoachacademy.comContact: Bridget Weber

Professional Christian Coaching and Counseling Academy2323 Del Prado Boulevard, Suite 7-201Cape Coral, FL 33990Phone: (239) [email protected]://www.pccca.orgAccelerated training and certification programs for

those aspiring to become a professional ChristianLife Coach. On-going support after certification.Contact: Rev. Dr. Leelo-Dianne Bush,President & [email protected]

Retirement Coach InstitutePO Box 5778Lake Havasu City, AZ 86404Phone: (866) 226-2244; Fax: (866) 226-2244coach@retirementcoachinstitute.comwww.retirementcoachinstitute.comRetirement Coach Institute trains coaches how tohelp retirees and their employers plan the non-financial aspects of retirement. Our program isdelivered using a unique self-paced learningmethod, and offers both individual and corporateretirement coaching certification.Contact: Peggy Knudson, Business and StudentRelations [email protected]

Retirement Options, Inc.Retirement Coach Training & Certification Program1714 Big Horn Basin, Suite 300Wildwood, MO 63011Phone: (636) 458-0813; Fax: (636) 273-6899success@retirementoptions.comwww.retirementoptions.comRetirement Options, Inc. is a retirement life-planning, assessment and coach training com-pany. Over 500 certified retirement coachesworldwide utilize our Retirement Success Pro-file (RSP) and Retirement Options Coachingprogram with their individual, couple andgroup clients.Justin Johnson, Managing [email protected]

Six Advisors249 W. 700 SSalt Lake City, UT 84101Phone: (800) 701-2394; Fax: (801) 983-0406

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[email protected],www.sixadvisors.com/saca/

Strozzi Institute 4101 Middle Two Rock RoadGreater Bay Area, CA 94952Phone: (707) 778-6505 x15 ; Fax: (707) 778-0306courses@strozziinstitute.comwww.strozziinstitute.comPremier Embodied Leadership Training Institute.Certify and train people in developing a leader-ship presence (mastery of Self), effective action,and somatic awareness. Somatic Coaching Certification.Contact: Karen Short, Director of [email protected]

Success Unlimited Network®, (SUN) SUN Coach Training and

Certification Program2016 Lakebreeze WayReston, VA 20191-4021Phone: (703) 716-8374; Fax: (703) [email protected] to be a coach through an individually tai-lored approach as well as receive full support withbusiness development and marketing. We prefer totrain people who have a spiritual base and want tointegrate spirituality into their coaching business.Contact: Teri-E Belf, MCC, [email protected]

The Academy of Coaching426 Piper Street, Suite AHealdsburg, CA 95448Phone: (707) 431-1232; Fax: (707) 431-1245www.academyofcoaching.comContact: Peggy O Neal

The Certified Energy Coach InstituteThe Certified Energy Coach Program14510 Big Basin Way #190Saratoga, CA 95070Phone: (214) 615-6505, x2644; Fax: (408) [email protected]://certifiedenergycoach.orgPost-Graduate program for those possessing basiccoach training. Focus: energy transformation meth-ods which instantly dissolve blockages & createsuccess literally “at the speed of thought.”

Contact: Maryam Webster, M.Ed, M.NLP, [email protected] Institute For Global Listening and Communication, LLC909 Marina Village Pkwy, #150Alameda, CA 94501Phone: (510) 533-6300; Fax: (510) 532-6300mail@listeningprofitsu.comwww.listeningprofitsu.comContact: Raleigh Floyd Jr.

The New Agreements Coach Training & Leadership Institute 157 Randall StreetNorth Easton, MA 02356Phone: (508) 238-1009; Fax: (508) 230-9632joanne@newagreementscoaching.comwww.newagreementscoaching.comContact: Joanne Dunleavy

The Newfield Network 75 Manhattan Dr., Suite 1

Boulder, CO 80303Phone: (303) 449-6117; Fax: (303) 449-6120joanne@newfieldnetwork.comwww.newfieldnetwork.comNewfield offers comprehensive, challenging,inspiring and transformational coach training and professional and personal mastery programs.Contact: Joanne Bracken, [email protected]

The Resource Academy/Resource Realizations 1083 Vine Street #309Healdsburg, CA 95448Phone: (435) 635-8355; Fax: (435) [email protected]

Canada

Adler School of Professional Coaching Inc.Adler School of Professional Coaching180 Bloor Street West Suite 502Toronto, ON M5S 2V6Phone: (416) 923-4419; Fax: (416) [email protected]://www.adlercoach.com/Contact: Norma Cortes, Communications and Marketing [email protected]

Coaching and Leadership International Inc. 1022 Bramfield PlaceBrentwood Bay, BC V8M 1A4 Phone: (250) 652-5390; Fax: (250) 652-0184Sales@CoachingAndLeadership.comwww.CoachingAndLeadership.comCLI honours the body, mind & spirit in every coach-ing session. We research, develop, teach & license“Whole Brain Models for Whole Life Results.”Contact: John Burr, Co-President, Sales & [email protected](866) 254-4357

Coaching de Gestion, Inc.37, Place de la RochelleSainte-Julie, QC J8V 1H9Phone: (450) 649-5505; Fax: (450) [email protected]: Marie-Jose Peniguel

Erickson Coaching College 2021 Columbia Street

Vancouver, BC V5Y 3C9Phone: (800) 665-6949; Fax: (604) [email protected]

Holland College140 Weymouth StreetCharlottetown, PE C1A 4Z1Phone: (800) 446-5265; Fax: (902) [email protected]

Peer Resources1052 Davie StreetVictoria, BC V8S 4E3Phone: (250) 595-3053; Fax: (250) [email protected]: Rey A. Carr, Ph.D.

Royal Roads University 2005 Sooke Road

Victoria, BC V9B 5Y2Phone: (866) 778-3932; Fax: (250) [email protected]: Theresa Wittstock

Training Roundup

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45VOLUME 4 NUMBER 2

If you’re worried about where your next clientwill come from, give us 30 days and discoverthe fast track for filling your practice, findingmore business, and rediscovering the peaceand success you teach your clients to have.

Here’s 3 ways to sign up for yourFREE 1-month Trial Membership –

Call 1-888-5888-5891Info@BusinessBuildingCenter.comwww.BusinessBuildingCenter.com/choice.htm

Stephen Fairleyis the international best-sellingauthor of Getting Started inPersonal and Executive Coaching,the #1 best-selling book in thefield of professional coaching. In2004, he was named “America’s

Top Marketing Coach” by Coachville. His speaking,coaching and training has been featured in dozensof leading magazines including choice, HarvardManagement Update, Entrepreneur and Inc.

Travis Greenleeis a Master Business Design andDevelopment Coach and Consult-ant who specializes in teachingprofessionals to dramaticallyincrease their bottom line. He is anationally-recognized expert inautomated and on-line marketing systems for pro-fessionals and utilizes the most recent advancementsin technology to help clients simplify and rapidlyincrease their practice development efforts.

“Do You AbsolutelyLOVE What You do,

But HATE that Struggle of Finding

More Clients?”

The Business Building Center is the 1st research-based, on-line

training and resource center for Coaches,Consultants & Speakers.

International

Academy of Executive Coaching 62 Paul Street

London, EC2A 4NA EnglandPhone: 44 (0) 1727 864806; Fax: 44 (0) 1727 838891info@academyofexecutivecoaching.comwww.AcademyofExecutiveCoaching.comContacts: John Leary-Joyce, Marjorie Shackleton

Co-Creative AllianceForton Bank House, Lancaster RoadForton, Preston, Lancashire PR3 0BL EnglandPhone: 44 (0) 1524 792 476; Fax: 44 (0) 1524 791318fortonbank@btinternet.comwww.CoCreativeAlliance.comCorporate or organizational fit: focus on coach-ing for leadership. Introductory, Train-the-Trainerand full certification courses. Coaching modeland teaching methodology are structured yetholistic; in-depth student materials.Contact: Helen Caton Hughes, [email protected] (0) 780 141 3764

Culture at Work/Performance Consultants International29 Harley StLondon, W1G 9QR EnglandPhone: (020) 7927 6782; [email protected] Coach Training course based on the work of Sir John Whitmore, who is our strategic partner.Contact: Carol Wilson, [email protected]

Escuela Europea de Coaching, S.L.Escuela Europea de Coachingcalle ALMAGRO nº 3 - 6 dcha.Madrid, Spain 28010Phone: (34) 91 700 10 89; Fax: (34) 91 391 42 [email protected]: Eva Lopez-Acevedo, CEO

IDC Institut de Coaching 3, rue de Berne

Geneva, Switzerland 1201Phone: (41) 22 731 14 40; Fax: (41) 22 731 14 42

[email protected]: Helene Aubry Denton, [email protected]

Instituto Internacional OlacoachCalle Arcipreste de Hita, 14 – 8° -6Madrid, SpainPhone: (34) 902 36 30 20; Fax: (34) 902 36 30 [email protected]: OlaCoach S.L.

International Coach Academy PO Box 3190 Victoria, Australia 3195 Phone: (877) 752 5128; Fax: (61) 3 9597 9023 [email protected] http://www.icoachacademy.com A vir tual training organization delivering coach training around the world. The program is delivered via teleclasses, lecture notes,discussion board participation and peer coaching.Contact: Dennis Griffin, Business [email protected] +64 9 529 4050

International Mozaik14 bis, rue de MilanParis, FrancePhone: (33) 01 53 20 11 94; Fax: (33) 01 53 20 09 [email protected]

International Teaching Seminars ITS House,

Webster Court, Websters WayRayleigh, Essex, SS6 8JQ EnglandPhone: 44 (0)1268 777125; Fax: 44 (0)1268 [email protected]: Jeanine Hammerton and Anne Quick

Kadmon Academy of Human PotentialBox BCM-3695London, WC1N 3XX EnglandPhone: (020) 7919 6032; Fax: (020) 7919 6032lifecoaching@ukprofessionals.comwww.lifecoaching.ukprofessionals.comContact: Morris Berg

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LCSi LifeCoach School International84 BroadwayBournemouth, Dorset BH6 4EQ EnglandPhone: 44 (0)1202 [email protected]://www.lcsi.co.ukLifeCoach, Corporate NLP and Spiritual Coach on-line and live intensive based. Affordable,accredited, global.Contact: Kathryn Todd, Consultant Coach Trainer,Author, [email protected]

Neblina Coaching CollegeNeblina Ltd, Greetwell Pl, Greetwell Office ParkLincoln LN2 4UR England Phone: 44 (0)870 2411 649; Fax: 44 (0)1472 371 [email protected]: Juliet Motley-Wilcock

Results Life Coaching Australia 203 Glenmore Road,

Paddington, 2021 AustraliaPhone: (61) 2 9360 2211; Fax: (61) 2 9360 [email protected]

Sheffield Hallam UniversityFaculty of Organisation & ManagementStoddart Building, Pond StreetSheffield, South Yorkshire S1 1WB EnglandPhone: 44(0)114 225 5555; Fax: 44(0)114 225 [email protected]: Paul Stokes, Senior [email protected](0)114 225 2857

SolutionSurfers InternationalWaldstatterstrasse 9CH 6000 Lucerne 4, SwitzerlandPhone: (41) 41 210 39 [email protected]: Peter Szabo, [email protected]

The Coaching CentreThe Coaching CentreWeissenburg Str., 48Koln, Germany 50670Phone: (49) 221 285 9605; Fax: (49) 221 285 9605enquiries@coachingandcommunication.comwww.executive-coach-training.comThe Coaching Centre is a provider of executivecoaching and leadership ser vices. The Coaching Centre has offices in London andCologne and ser ves clients like: Citibank,MorganStanley, Metro Group, Merck Pharmaceuticals, Proctor & Gamble andDeutsche TeleContact: Dr. Sabine Dembkowski

Top Human Technology Limited58/F, Shun Hing Square,

5002 Shen Nan Road EastEast Shenzhen 518008 ChinaPhone: (86) 755 8246 0988; Fax: (86) 755 8246 [email protected]: Mingyen Tan or Mary Jor

Trinergy® International Linzer Str.77, Austria 1140

Phone: (43) 1 985 10 60; Fax: (43) 1 985 10 60 [email protected] www.trinergy.at

Weiterbildungsforum BaselZwingerstrasse 10 BaselBasel 4002, SwitzerlandPhone: (41) 61 367 93 26; Fax: (41) 61 367 93 21peter.szabo@weiterbildungsforum.chwww.weiterbildungsforum.chYou learn “brief coaching for lasting solutions,” inintensive 12-day training (German language). Webuild on your existing coaching potential and ona simple solution-focused coaching model.Contact: Peter Szabo, MCC

•

Training Roundup

Methodology: School information was submitted or updated through our online database and e-mail or faxcommunication with school representatives and through other Internet resources. Descriptions are provided byand quoted from the school and are not editorial comments or recommendations from choice Magazine. Listingswere edited for length and editorial style. Also, all schools were offered an opportunity via e-mail to include orupdate their listing, but every school did not respond. In that event, we did our best to be inclusive and accuratefrom various online and personal sources. We also offered paid upgrade enhancements to each organization. Theenhancements are paid promotional opportunities and, again, are not necessarily school recommendationsfrom choice. To get further information regarding school accreditations or association memberships, please seethe websites of the organizations in this listing.Re

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Madeleine Homan, MCC, andVice President of CoachingServices at Ken BlanchardCompanies has a strong

memory of the moment when she first becamea coach. Henry Kimsey-House, fellow businessconsultant to actors and her mentor and teacherfor years, called her up and said, “I’ve become a coachand you are a coach also and you need to hire me to help you do it.” Madeleine has never looked back.

She founded and served as president of Straightline, acoaching service firm catering to work satisfaction for cre-ative geniuses. She also developed core curriculum for CoachUniversity and is a founding board member of the Interna-tional Coach Federation (ICF). She is a founder of Coach-ing.com which in 2002 was acquired by Ken BlanchardCompanies. She recently co-authored Leverage Your Best,Ditch the Rest: The Coaching Secrets Top ExecutivesDepend On.

Though this Broadway actress turned coach will still singat weddings and memorial services for fun when asked —Madeleine knows she has found her true calling as a coachand entrepreneur. She is passionate about her work andrelentless in her drive to democratize coaching and promoteits practice in organizations. Together we talked about herdevelopmental process.

AB: How do you go about develop-ing yourself as a leader?MH: The development piece for me isabout creating and/or seizing opportu-

nities to put myself in harm’s way. WhatI mean by harm’s way is putting myself

into positions where I don’t necessarilyknow what I’m doing so that I’ll learn some-

thing. Or positions that scare me, that don’t feel safe.

What scares you?Doing something where I don’t know what I’m doing.Every part of my day is made up of different kinds ofactivities. I’ll have a few coaching sessions which are easyand enjoyable for me. Then I’ll have other things to do,some of which are tedious, but need to be done. I alwaysneed to have a few things on my plate that are pushingthe envelope for me.

Madeleine recently pushed the envelope when she was invit-ed to be part of a speaker’s showcase for the Ken BlanchardCompanies. Fear set in the moment she was invited. She’d bespeaking to people with whom she worked, and, she had recent-ly married into the family that runs the company when she mar-ried her second husband Scott Blanchard, also her boss.Understandably, the stakes were much higher than usual.

47VOLUME 4 NUMBER 2

By Andrea Bauer, CPCC

A former actress shares her scarymoments as a coaching leader

FeelingtheFear

MadeleineHoman

Madeleine Homan on:

corporate leadershipRe

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corporate leadership

Never before has the expression “you never have a sec-ond chance to make a first impression” carried so muchweight for me. I thought, I can get up there and do some-thing safe, something I’ve done a million times before. Ican do my shtick. Or, I can seize the opportunity to testout a new way to do keynotes that I’ve tested out only invery safe environments before.

Madeleine decided on the not-so-safe route, choosing instead touse an entirely different presentation format using mostly music,images, and a few words to convey her message. Or, as she says,“I just went way out there.” The presentation went well —despite her literally throwing up backstage before speaking.

It’s hard for others to imagine you being in sucha state of terror. When you’re in that place, howdo you work through it?I practice what has helped me for years and what I’veused with my clients. It is an amalgamation of things Ideveloped for myself when I was an actress and what I’velearned from reading. The first thing I do is avoid peo-ple, because no one knows how to help or what to saythat will truly help when you’re in this state. Second, theinstinct for people is to get over their fear. Wrong —there is no getting over it. I try instead to be with the

physicality of it, to notice how fear makes my body feel.I prevent myself from going unconscious. I become ultrasensitive so that I won’t leave my body. I learned thatfrom reading Laurence Olivier’s autobiography. He saidthe more successful you get the more terrifying it isbecause you have something to lose — and this was truefor me. I had a lot to lose. Of course, that is when youreally start getting scared. To stay conscious, Olivier said,“Remember to feel your feet.” If you can feel the soles ofyour feet on the ground, that means you have to be inyour body, you have to be conscious.

We then switched gears and talked about coaching nichesand the future of coaching. Madeleine once wrote, “Nicheshave a way of finding you.” From her perspective, her nichehas not changed over the years. Though her clients have

ranged from actors, artists, inventors, and entrepreneurs toCFOs, CMOs and CEOs, she still does her best work with avery specific person she calls a ‘creative genius.’

What is your definition of a creative genius?Creative geniuses are people who are creating a new idea ornew material out of existing material. I got the idea to callmy clients ‘creative geniuses’ from 19th century philoso-pher Immanuel Kant. While I’m a good coach for peoplewho aren’t creative, I’m a great coach for people whose dis-comforts in their work life are caused by their creativity.

What do you see happening 10, 15 and 20 yearsfrom now in the coaching profession?I think what’s going to happen to coaching is the samething that has happened with everything else. It is goingto become specialized. In the future, you are going to beable to hire a coach to get ready for marriage, to get readyto have babies, or to start a business. In organizations,you’re going to have outplacement coaches, managementcoaches, and leadership coaches. You’re also going to seethe increased use of coaching skills in other helping pro-fessions — lawyers, doctors, teachers, financial advisorsand so on — all contributing to this specialization.

What about the future of coaching schools?I think a good 18-month to two-year program where youlearn to coach anybody — which is the approach of most ofthe good coaching schools today — is still going to be thenorm. After that you’ll start seeing specialization. Graduateprograms offered by schools or programs designed for spe-cific niches, or whatever their specialization may be.

Over the years, Madeleine has become less messianic and morepragmatic when it comes to coaching’s impact on the world.Despite this, she still believes in the power of coaching to be a forceof transformation in the world — and she works in organizationstoday because she loves seeing the difference it can make on a largescale. Though her pragmatic side doesn’t expect it, the dreamer inher hopes for the day “when some great coaches get into thePentagon, the UN and the State Department to help our over-burdened and terrified leaders make better decisions.” A dream wecan all share and work together on to make come true one day. •Andrea Bauer, CPCC, is a leadership development coach, writerand the creator of Soul Surveys.

I try to notice how fearmakes my body feel.

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Coaching is a new field that borrows fromand builds upon theories and researchfrom related fields that have come beforeit. It is a multidisciplinary, multi-theory

synthesis and application of applied behavioralchange.

Although coaching has a unique paradigm, muchof what is useful in coaching goes back decades andeven centuries. The attraction of pursuing personaldevelopment and exploring meaning, began withearly Greek society. This is reflected in the famousquote by Socrates, “The unexamined life is not worthliving.” Since then we have developed many ways ofexamining our lives. What persists, however, is thatpeople who are not in pursuit of basic human needssuch as food and shelter do begin to pay attention tohigher needs such as self-actualization, finding ful-fillment, and spiritual connection. In ancientGreece, as now, an intense desire to explore and findpersonal meaning can be observed.

Contributions from psychologyThere have been four major forces in psychologicaltheory since the emergence of psychology in 1879 as asocial science. These four forces are Freudian, Behav-ioral, Humanistic, and Transpersonal. In recent yearsthere have been three other forces at work, which I

believe are really adaptations or evolutions of thesefour. Cognitive-Behavioral Psychology grew from a mixof the Behavioral and Humanistic schools. PositivePsychology utilizes Cognitive-Behavioral approachesand adds to the theories that Humanistic Psychologyemphasizes: a non-mechanistic view, and a view of pos-sibility as opposed to pathology as an essentialapproach to the client. And Ken Wilber’s Integralapproaches to psychology and life are, I believe, a newlabeling of what was called Transpersonal. Along witheach revolution in psychology, a changing image ofhuman nature has also evolved.

Psychology began as the investigation of conscious-ness and mental functions such as sensation and per-ception. Much of the early influence on psychologycame from the philosophical tradition, and early psy-chologists adopted the practice of introspection usedby philosophers.

Introspectionists were an early force in psychology,with Wilhelm Wundt in Germany and Edward Tichenerin America being two of the early defenders of intro-spection as a method of understanding the workings ofthe human mind. But they soon realized the inadequaciesof introspection for the validation of the young science ofpsychology. Consciousness and mental functioning weredifficult to study objectively. Psychology was experienc-ing growing pains then, much as coaching is today.

49VOLUME 4 NUMBER 2

By Patrick Williams, EdD, MCC

therapy alliance

THE THEORETICALFOUNDATIONS OF COACHING You mean this stuff wasn’t just made up?

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therapy alliance

Key theoristsWhat follows is a quick tour of the growth of psychol-ogy and how its major thinkers set the stage for thecoaching revolution.

Williams James was the father of American psychol-ogy. James preferred ideas to laboratory results and isbest known for his view that humans can experiencehigher states of consciousness. He wrote on suchdiverse topics as functions of the brain, perception ofspace, psychic and paranormal faculties, religiousecstasy, will, attention, and habit. Because of his ori-entation, he gradually drifted away from psychologyand in his later life emphasized philosophy. Neverthe-less, William James had a tremendous influence on thegrowth of the psychology profession, and he is stillwidely read today. One of his most historic books, TheVarieties of Religious Experience, is a treatise that offersas much today as it did yesterday in the areas of spiri-tuality and transpersonal consciousness.

Sigmund Freud influenced the first force in psychol-ogy. While psychology in the United States was strug-gling for an identity and striving for recognition by thescientific community, European psychology was beingreshaped by the theories of Sigmund Freud. Freud cre-

ated quite a stir in the medical community with his ideasand theories, but he finally gained acceptance in psy-chiatry with the ‘talking cure’ breakthrough — psycho-analysis. Freud brought us such terms as unconscious,id, ego, and superego.

As Freudian thought was taking shape in Europe andthe United States, William James and others began tofocus on measurable behavior. Many American psychol-ogists began to combat Freudian theories as anothernon-verifiable, subjective pseudo-science of the mind.

The time was ripe for the emergence of Behaviorismas the second major force in psychology, led by B. F.Skinner and John Watson. Hundreds of years previ-

ously, Shakespeare had commented, “What a piece ofwork is man?” The Behaviorists took this literally andlooked upon humans in the early 20th century asHomo mechanicus, an object to be studied like anymachine would be studied. Homo mechanicus was amachine whose mind was ignored.

In the 1950s, Abraham Maslow and Carl Rogers ini-tiated the third force in psychology, Humanistic Psy-chology. It focused on the personal, ontological, andphenomenological aspects of human experience, asopposed to the reductionist and mechanistic theoriesof Freudianism and Behaviorism.

Maslow eventually posited the fourth force,Transpersonal Psychology, which included mind, body,and spirit. It delved into altered states of consciousnessas a way to explore the transpersonal realm. Thisresearch began to open up our knowledge of the humanmind and expand our windows of perception andpossibility.

Other influencesA vast array of research into life-span developmentalpsychology has also created an understanding of devel-opmental trajectories that can be very helpful tocoaches. Daniel Levinson’s early work on the lifedevelopment of Harvard graduates over their 50-yearlife span yielded great insight into men’s developmentwithin that age cohort (Seasons of a Man’s Life, 1978).Carol Gilligan’s work on girls and women createdinsight into the ways that women’s thinking andbehavior differs from men’s over the life-span. RobertKegan has created theories and methods for assessingthe development of levels of consciousness in humanlife span development.

The hallmark of coaching is its synthesis of toolsfrom other fields as well as its capacity for innovation.As the profession grows, it is developing a focused,research base of its own of what works within theunique paradigm that is coaching. •For a brief historical review of scholarly theories, seewww.choice-online.com for a continuation of this arti-cle by Patrick Williams.

Patrick Williams, EdD, MCC, is an ICF board member and CEOof the Institute for Life Coach Training.

Much of what is usefulin coaching goes backdecades and even centuries.

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51VOLUME 4 NUMBER 2

If you could feel and experienceyour dream every day, what wouldthat be like? Great coaching ques-tion, eh? Yes, but it is much morethan a great question. Feeling andexperiencing your dream, or piecesof your dream each day, will keepyou focused, on track and achievingthe results you really want.

However, being the analytical,practical, to-do-list-maker that Iam, I had my doubts. So who knew Icould actually experience some-thing so ethereal as ‘my dream’every day. But with good coaching,new habits and self-permission todo things differently, I soon learnedhow to truly activate my dream andexperience the journey. But it didn’tstart so simply.

My serious journey as an entrepre-neur began six years ago when I start-

ed my personal development work.Eager to get what I wanted, I sudden-ly quit my job to be an entrepreneurand go after my publishing dream. Ifailed fast and furious because I was-

n’t clear on my dream andpurpose. (At the time, I did-n’t realize how significantthat experience would be aspart of my training.) So, inshort order, I went back tomy corporate career. Thenjust one and a half years ago,I took the leap again. Butthe big difference this timewas that I was clear on mypurpose and my dream and Inow practice experiencing itevery day. Here’s what worked for me:

1) Speaking my dreamChances are, you’ve written downyour goals or scribed some sort ofvision statement. If you’re a list-maker, too, making a list of goalshas probably always been easy.Unfortunately for me, they usually

get tucked away in a journal or file,while I go on with my life.

But this time, my coach intro-duced me to the concept of makingmy dream visual. At a week-end

workshop, I stood in front of somefellow dreamers and ‘declared’ mydream. From a future perspective, Ijust blurted what my life was likewhile someone else drew a colorful,illustrative ‘mind map’ of my words.(Whoa! This was a strange experi-ence, doing dreaming and planningwithout my laptop and project man-agement software! But what theheck, I’d go with it.) Well, that sim-ple poster paper and visual replicaof my dream got me clear and con-tinues to be a major part of keepingmy dream activated and alive.

2) Learning my purposeGetting clear on your dream is key.Learning your purpose is just asimportant. In my experience, Ilooked for the underlying theme in

By Brad Stauffer, CPCC, CDC®

“Take a look at life experiences, patterns,habits and joys. What comes easily to you?What is difficult?

impact

Activating your dreamExperience your dream on a daily basis

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all aspects of my dream. Take a lookat your life experiences, patterns,habits and joys. What comes easilyto you? What is difficult? Thisreflection will be a great steptoward realizing your purpose. It’svital to dedicate time to learningyour purpose. Perhaps you alreadyknow, or it’s simple to discover foryou. If not, dedicate the time andresources, and even work with anexpert, if that’s what it takes. Beingclear on your purpose will prove tobe an important key.

3) Staying inspiredYes, put away the planning software,calendar and to-do list. Activatingand achieving your dream is notalways about doing. I have learned,with much resistance, that just stay-ing grounded on my vision and pur-

pose keeps me inspired. (I alwaysthought it was about getting my to-do’s done.) This process works espe-cially well when you’re not gettingenough results. Those moments ordays will come along when you’re just‘not feeling it.’ That’s the time to getgrounded again. Bring out that visual.Take a look at all the words, picturesand colors that represent your dream.Study every detail. Remember eachpiece. Reflect on the day you blurtedyour dream. Ask yourself about yourdream. Then, connect with your pur-pose. Experience once again, why youdo what you do, why you want whatyou want. Know that you know why.Staying grounded keeps you inspiredand gets you going again.

4) Doing dream daysThis time, I picked up my calendar

and scheduled a dream day. Dreamdays are dedicated times where youdo nothing but focus on your dreamand goals. It’s about experiencingwhat you want, revisiting the vision,making adjustments and refine-ments, and especially celebratingand enjoying. For me, I scheduled aday off work (while I was still work-ing in corporate) and booked aroom at an expensive hotel, not faraway. (It was time to splurge on mydream.) I brought all my visualreminders, my journals and note-books, poster paper and markersand my favorite music. I did notbring my laptop or cell phone.

This is your opportunity to revisityour dream and re-feel what you’repassionate about. Write about yourgoals, add new ones, and expand yourplan. Discover new ideas to get excit-

impact

GOT LEVERAGE?Inner Circle® peer groups let you leverage your time and expertise to getgreater results from less effort. Gather ten entrepreneurs in a room forthree hours each month and you can accomplish (and earn) as much asyou would in ten to thirty hours of one-on-one sessions.

Your clients benefit from the uncommon synergy that develops whenyou bring a group of like-minded entrepreneurs together to hash outtheir most pressing issues. The energy is palpable. The flow of ideas isunstoppable. And the camaraderie is addictive.

Inner Circle® members stay around a long time — five, ten, even twentyyears. With our high annual renewal rate, the focus shifts from sellingyour services to actually delivering them.

That’s leverage.

Contact us to find out more about franchise opportunities available inyour area.

If you’re an executive coach and you’re nottapping into the power of peer groups, you’reprobably working harder than you need to.

Inner Circle International3208 W. Lake Street #3Minneapolis, MN 55416

Phone: 952.933.6683

[email protected]

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53VOLUME 4 NUMBER 2

ed about and to enhance your plan.This day is all about feeling, creating,visualizing and celebrating. Be sureto acknowledge yourself for whatyou’ve done to date. My day resultedin expanded assuredness about mydream and a lot of new ideas of how Iwanted my dream and business tolook. The frequent walks and inspir-ing music kept my energy up andcranking. Schedule a dream day atleast quarterly.

5) Taking serious actionDreams and goals indeed takeaction. Each of us has our own wayto make this happen, and I don’thave the secret answer other thanget clear on what works for you. Forme, I’m learning I work best byactually scheduling specific actions(not big projects) into my calendar.

I chunk down the projects toschedulable and doable actionitems. When writing your businessplan and marketing plan, be sure itcan translate into specific actionsthat you can schedule and handleone at a time. The other piece oftaking serious action is to remem-ber to ask for help and create sup-port. Dream activation mustinclude more than just you. This isdefinitely not the time to go italone. Seek support, ask for helpand take serious action.

Looking backAfter getting clear on my dream andpurpose, I clearly see the patternover my entire life. In fact, my dreamis really just finally doing what Iimagined and actually started as achild. (My entrepreneurial life began

at ten years old, when I started asmall ‘newspaper’ in my tiny farmtown just south of Chicago.)

My childhood dream was indeedabout having my own business.Remembering and realizing that con-tributed significantly to getting clearon what I wanted now. My dream andpurpose was seemingly clear then,and is now clear today. Feeling andexperiencing your dream every dayindeed moves you forward. If itworked for an analytical, practical,list-maker, then it can work for oth-ers. It’s time your dream gets activat-ed and honored. If you could feel andexperience your dream every day,what would that be like? •Brad Stauffer, CPCC, is publisher of choiceMagazine, a certified coach and the princi-pal of Portable Publisher.

impact

Portable Publisher™ works with authors, speakers, marketers, publishers, coaches, writers and entrepreneurs.

• Wonder what to do now that you’vewritten one or two books?

• Have ideas for workshops or curriculums, but arejust stopped?

• Just have a lot to say and need someone to help you along?

Portable Publisher™ specializes in producing and marketingyour intellectual property in every medium appropriate to yourtarget audience. We help you be seen and heard.

We extend your intellectual property by:• Creating and publishing books, e-books, audio and video• Re-launching your website to better target your audience• Designing better promotion of your product or service line• Bringing expert online and offline marketing techniques• Building your brand and name within your target audience

Your Every Word, Every Way.

Call 310-274-5542 or [email protected] Stauffer, Principalwww.portablepublisher.com

Is thisyou?

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What creates and sustains change? What keepsus, or others, stuck in patterns that are nolonger desired? As coaches, we are in thebusiness of change; we could be called change-

makers because at the base of each goal, every vision and alldesires is one certainty — to attain it, change is necessary.

Why is change so hard for certain people? Why do someof us seem to glide through it while others grip, whiteknuckled, at the thing or situation they wish to drop? Andwhat brings real sustainable change — not that temporarything that looks like change but eventually fades away?

I have posed these questions to clients, friends and audi-ence members at speaking events. Their responses wereinteresting but provided me few clues to understanding the

resistance to change. The standard answers were: “I’mscared”, “It’s too hard”, “I don’t know what my life would belike if I did change” and, my favorite, “others won’t like meif I change.” I have finally arrived at an answer and, I believe,a solution to accessing real change.

Fear of painAt an event a while ago, I was working with a woman in hermid-fifties who appeared much older. All she wanted wasto live peacefully alone in her modest home. She was single,but her adult son, his wife and their two children were livingwith her. Every weekend, an ex-son-in-law dropped offanother grandson. Her answer seemed simple enough — tellthe adults they have to leave, and see her other grandsonwhen it works for her. As I looked into her eyes, it was clear

to both of us that she wasn’t going to do any of the thingsshe wanted to do. When I asked, “By when will you talk toyour children?” she replied, “I don’t think I will.”

She finally confessed that she couldn’t stand the thought ofher children being mad at her for taking her life back. “Afterall,” she said, “I’ve always been there to do whatever theyneed. They won’t like me changing now.” Not giving ourselveswhat we want is like being thirsty and not drinking water.

There are as many kinds of fear as there are people. Butwhen you boil all those fears down, what is left is the ulti-mate fear, the one we would do anything to avoid, the fear ofpain. We don’t change because we are not willing to be withwhatever pain, or painful story, we think we will have to feel.

Often, the pain clients think they will have to live with is

much deeper, longer and more agonizing than what reallyoccurs. What’s crazy-making about these discussions offear and pain is that our clients are already in pain. Thoughthey may be desensitized to their current pain, that doesn’tmean they aren’t suffering — and paying a hefty price for it.

It is within our scope of ability to assist clients to distin-guish the difference between an illusionary story and a realexperience. It can be a matter of collecting evidence. Clientsmay have a ton of evidence for the illusion, but while theywade in the waters of illusion they drown out the evidence oftheir own reality of prior success. Most people have a previ-ous experience of confronting fear and change, but are theyusing that positive evidence to compel them forward?

Staying with the pain of change is the definition ofcourage. The word courage comes from a French word that


Staying with the pain of change is the definition of courage.

By Melanie DewBerry-Jones

Can You

Helping clients move beyondthe fear of pain

Spare SomeChange?

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55VOLUME 4 NUMBER 2

means to “be of heart.” Change is to be led by the heart.When I have asked clients to stay with the pain and toreport on it, the reports have been amazingly similar — itwasn’t nearly as bad as they had thought. One client stated,“Being with the pain was like stubbing my toe. At first I’mshocked, then I feel the pain, then I realize it’s subsidingand then it’s done. Maybe I limp for a moment or a day ortwo, but then I’m walking just fine and I forget all aboutthe pain.” Another, more humorous client reported, “Hey,I didn’t die or implode, cool!” Cool indeed.

Force vs. powerI knew a runner who could easily run eight miles a day,but ten miles would wipe him out. To reach the ten-milemark he would summon up his human will and push rightthrough his exhaustion, ignoring the pain to reach hisgoal, very proud. Reaching those last two miles felt asthough he was running against the wind — nature’s resis-tance. This pushing-through is also how he made changesin his life; he would summon his pure will, and fear bedamned — just do it. This kind of success felt hard, andsometimes the changes he’d worked hard to make justdidn’t take. He would then give up because he hadalready tried really hard and it didn’t stick. Thereafter heassociated change with being hard and painful, and hissuccesses were about fifty-fifty.

The force of will, pushing through, is collusion betweenthe mind and body that they are what makes us successfulin life; only they induce change. The setting for real changecannot be sustained on the back-and-forth waveringground of the body and mind. This is one of the biggestobstacles in change, believing that empowerment can

come from anything but pure power. Change is sustainable—when it comes from something more powerful than theforce of human will.

Real change happens when it is motivated by somethingmore compassionate and honest than force. Force is exter-nal and by its nature will always be companioned by resis-tance. Force looks for permission, either from the ego orfrom others, for existence. The biggest liability of force, orthe human will, is that it is based in the personality. The per-sonality is about as superficial as one can get. Established onmyopic perspectives and desires, it manipulates its own self-worth to satiate childlike fancies.

Power, however, is an internal strength. Power does notseek permission; it is in alignment with Self, and thus deci-sive. The depth of power goes beyond momentary wantsand desires, and seeks long-term positive effect. Unlikeforce that must be summoned like a genie in a bottle, powerand strength are cultivated. We must be present, in today’sreality rather than yesterday’s illusionary story, in order toconnect to it. If the mind is the machine, then the soul isthe mechanic that makes it all run smoothly. Power isgrounded by the soul. Internal power takes a desire furtherthan change — it transforms the person making the change.

Strength moves us out of fear-based thinking into coura-geous response. As we attend to the soul, learning to be ofheart rather than pushing will, we come to learn that prac-tice really does make perfect — perfect evidence of ourcapabilities when we put our soul to it.

And so it is! •Melanie DewBerry-Jones is a speaker, writer and coach. She is a twice-certified coach and a member of the National Speakers Association.

soul of coaching

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industrynews

NEWS TO UPDATE YOUR COACHING WORLD

The Sixth Annual PRISM AwardsCelebrating excellence and recognizing results

By Laura Lallone

The Prism Awards celebrate excellence and powerfulresults achieved through commitment to coachingas a leadership strategy in large, medium and

small organizations. Over 135 business leaders and coaches

gathered on May 12th for the 6th Annual PrismAwards hosted by the Greater Toronto AreaChapter of the International Coach Federation(ICF-GTA). Lance Secretan, renowned author andleader, kicked off the event with an inspirationalkeynote speech challenging the audience tolook at how all people are ONE and what pro-

gressive organizations are doing to recognize this. Please join us in congratulating the four organizations and

coaching teams honored with the 2006 Prism Awards:

Bell Canada, Small and Medium BusinessMarketing, under the leadership of Jon Wiese, Senior Vice President,coached by The McNeill Group, CEO DanMcNeill and associates Troy King andChrystine Langille.

The coachees have found more balancein their lives and fulfillment from theirwork, which has allowed them to drivebusiness results with every portfolio grow-ing faster than market and taking marketshare in key portfolios. Kristine Emmett

Campbell Company of Canada,under the leadership of Phil Donne,President and Greg Smith, Vice Presi-dent Human Resources, coached byNick Evans, internal coach and Directorof Organizational Effectiveness, partner-ing with Wayne Stark, Pursuit Inc.

Often we forget to capture the storiesof our focus and success. Preparing thesubmission for the Prism Award was agreat reminder to stop and celebrateour focus and accomplishments to

date, and honor the partnerships that have been createdalong the way. Nick Evans, internal coach and Director ofOrganizational Effectiveness, Campbell Company of Canada.

Grant Forest Products, under the leadership of Bob Fleet, VicePresident Woodlands and Envi-ronment and Faye Johnson,Woodlands Manager – Ontario,supported by Larry Locken, Gen-eral Manager Human Resources,coached by Sara Thompson ofSage Transitions partnering withKaren McKnight and SandyMcMullen.

I have come to realize that lead-ership is about serving the people

that report to you, that my role as a leader is to maximize thestrengths of the people reporting to me and that each personis unique. Faye Johnson Woodlands Manager – Ontario GrantForest Products, Inc.

Kent Legal, under the leadership ofKeiran Glynn, President and SusanBennett, Vice President, coached byWendy Hue of Partners in Progress.

We experienced some very mea-surable results such as a 32% salesincrease in direct hiring sales from2004 and 2005 and we have drasti-cally improved our ability to recruitand retain top talent. Keiran Glynn, President Kent Legal

For additional insights about these award winning collabo-rations, go to www.choiceonline.com/prismawards.html •

ICF 11th Annual International ConferenceNovember 1- 4, 2006St. Louis, Missouri, USAwww.coachfederation.org

European Mentoring and Coaching CouncilAnnual ConferenceKöln, GermanyNovember 1- 3, 2006www.emccouncil.org

Chrystine Langille (coach)and Kristine Emmett, VicePresident, Bell SMB Mar-keting

Wayne Stark (coach), NickEvans (internal coach), Camp-bell Company of Canada

Lance Secretan

Sandy McMullen, Karen McKnight, SaraThompson (coaches), Faye Johnson,Woodlands Manager - Ontario, GrantForest Products

Wendy Hue (coach), Keiran Glynn,President, Kent Legal

Save These Dates!

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choice services provides resources and services from choice Magazine advertisers and sponsors. For a listing consideration, please submit youritem to: [email protected], and indicate “choice services” in the subject line. (Send corrections or updates to the same address.)

choice services

ResourcesErickson CollegeVancouver, Canadaphone: (800) [email protected]

The European Mentoring and Coaching CouncilUnited Kingdomphone: +44 (0)1628 661919www.emccouncil.org

The Institute for Life Coach Trainingphone: (888) [email protected]

International Coach Federation (ICF) USAphone: (888) [email protected]

International Association of Coaches (IAC)[email protected]

Miboso Radiophone: (877) [email protected]

New Agreements Coach TrainingInstitutePhone (508) 238-1009joanne@newagreementscoaching.comwww.newagreementscoaching.com

Peer Resources Network (PRN)Victoria, British Columbiaphone: (250) 595-3503www.peer.ca/coaching.html

Professional Mentors & CoachesAssociation (PMCA)[email protected]

The Resource Academyphone: (707) [email protected]

Strozzi Institutephone: (707) 778-6505, [email protected]

ServicesThe Business Building Centerphone: (800) 557-6173info@businessbuildingcenter.comwww.businessbuildingcenter.com

Coaches Caféphone: (512) [email protected]

Coach Trackphone: (866) [email protected]

Coaching Toys Inc.phone: (612) [email protected]

Co-Pilot™Professional Coaching Systemphone: (905) [email protected] www.conxus.ca

Inner Circlephone: (952) [email protected]

iSpiritualphone: (877) [email protected]

Marcia Wieder’s Dream Coach® Universityphone: (415) [email protected]

Parent as Coach Academyphone: (800) [email protected]

Portable Publisherphone: (310) [email protected]

The Relationship Coaching Companyphone: (877) [email protected]

Yearbook.comphone: (202) [email protected]

Download a free trial demo today!

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At choice we are also dedicated to helping you get the word out about your business. To reserve advertising space, contact: GarryThomas Schleifer (416) 925-6643, or visit our website: www.choice-online.com

choice resource directoryRe

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final sayBy Michael Charest

Do any of these comments resonatewith you? If so, you are not alone.

I have spoken to over 2,000coaches around the world and thisis a big challenge for many of us.And it makes sense. We are socialbeings. As much as we wanted tobreak away from the constraints ofthe corporate world, we miss ouroffice mates, group lunches, brain-storming sessions and even just theoffice energy.

Here are six strategies that will dras-tically reduce the intensity and fre-

quency of feeling isolated and lonely. 1) Invest in a quality assistantA quality assistant can be a God-send. My sister-in-law, Julie, is myassistant, friend, sounding board,partner, editor, project leader andcollaborator. Think about howmuch more marketing and coach-ing you could do with the time yousave delegating projects to anassistant. Hiring an assistant willhelp your business grow and dra-

matically decrease your sense ofisolation and loneliness.

2) Partner up!I encourage you to look at partner-ing up with another coach or col-league. Your collaboration could besynergistic in that you will servemore people than you would eachhave separately. There’s a goodchance that you will make moremoney together, as well as enhanceyour products and service. Most ofall, you may find that having a part-ner allows you to be much more cre-ative and have fun at the same time.

3) Create an executive committeeA good executive committee willhelp you shape the strategy of yourcompany. Members will hold youaccountable, challenge you, andinspire you. You can discuss topicssuch as enhancing or streamliningyour programs, what products andservices to add, what your pricingstructure should be and how toattract more clients.

4) Work outsideConsider doing your non-coaching

work at coffee shops, hotel lobbies,and bookstores. If you’re like me,you will feed off the energy theseplaces generate. In addition, youwill meet great new friends and col-leagues and who knows what cancome from that…certainly less iso-lation and loneliness!

5) Go to lunch!I have found that when I clean up,dress up and go out to lunch with fel-low coaches, colleagues or friends, itreally breaks up the day and gives methe bonding that I crave. Try it…you’ll like it! Plus, I bet you will getmore work done in the morninghours, and return from lunchrefreshed and inspired.

6) ’Bundle’ your appointmentsBe relentless about grouping yourcoaching sessions together in blocksof time vs. having them scatteredthroughout the day. You will utilizeyour non-coaching time more effec-tively and your day will fly by, leav-ing you little time to feel lonely. •Michael Charest is the president of BusinessGrowth Solutions.

Tactics to Stay the CourseFighting against isolation and loneliness

“I love coaching, but I get lonely working by myself.” ”Owning my own business is awesome, but I miss working with others.” “Working from home gives me so much freedom, but I sure do feel isolated sometimes.”


“We are socialbeings.”

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In future issues of choice Magazine

www.choice-online.com

V4N3—Fall 2006The Coach & Ethics and our Third Anniversary IssueEthics, schmethics…does it really matter? Sure it does. As the coachingindustry explodes and garners more and more media attention, we need tocontinue to build our industry so it will positively impact lives and theworld. The International Coach Federation and others are taking the lead.Some have a different perspective. Be part of the conversation of this controversial issue.

Article Deadline: July 6, 2006Ad Close: August 10, 2006Mails: September 9, 2006

V4N4—Winter 2006Relationship Coaching Is For EveryoneNo matter whether you’re from Venus, Mars or another planet, youhave relationships in your lives, and so do our clients. This fast growingcoaching specialty is also getting primetime attention as business partners,boards of directors and romantic couples seek alternative help in creatingthe relationship they want. You’ll hear from all of our experts on this awesome niche that gets people clear on their relationships.

Article Deadline: October 5, 2006 Ad Close: November 9, 2006Mails: December 11, 2006

How to write for choiceTo write for choice Magazine,visit: www.choice-online.com/calendar.html. Be sure toreview our Writer’s Guidelinesand Submission Guidelinesbefore you submit your article or idea.

How to advertiseTo advertise in choiceMagazine, contact GarryThomas Schleifer at 416-925-6643 or write him [email protected]. Download ourMedia Kit at www.choice-online.com/advertise.html

How to subscribeTo subscribe to choiceMagazine, visit: www.choice-online.com/catalogue.html

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Discover Your Coaching Niche - Diane Randall Consults

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