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Corporate Coaching
By Sir John Whitmore
Performance Consultants, Industry Leaders
Every field of human endeavor
To Be Continued
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davidbrown@performanceconsultants.com

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Corporate Coaching: the business rationale

By Sir John Whitmore

Performance improvement is, as ever, the primary goal of business, and as any sports person knows, coaching is intended to deliver just that. However, not all coaching in sport or in business is effective. There are two fundamentally contradictory methodologies of coaching, there are a variety of different ways in which either can be applied in business and finally there are good, not so good and bad coaches. I will lay out the stall, the distinctions and the relative benefits of each.



Sir John Whitmore (seated) with course participants at a coach training course in London.

Performance Consultants, Industry Leaders

I will not pretend that I am unbiased. Our company, Performance Consultants, a niche consultancy specialising in all aspects of coaching in business, is widely recognised as one of the industry leaders in quality, if not size. My book, Coaching for Performance, has been a best seller in the field for ten years, is in its third edition and is published in some dozen or more languages including Russian and Japanese. In the past two years , speaking at many business conferences, I have been pioneering what I call the next frontier of coaching which I will describe later.

The word coaching has been imported to business from sport, however most of what is described as coaching in sport is comprised principally of technical and physical instruction, demonstration and criticism, with a smattering of encouragement. It has changed little over time and is pedagogy based upon the principles of behavioural and cognitive psychology. These principles have been challenged and in large measure superseded in the past thirty years by the development of humanistic and transpersonal psychologies, and their application to human performance. Sport has been slow to adapt and change, so much so that even today a humamistic sports coach may be viewed as "a bit of a maverick". This not so in business.

Every field of human endeavor

Since coaching was a new word to business, the baggage of its history did not accompany it. We were able to introduce coaching in its more progressive form from the outset. Credit for this must go first and foremost to Tim Gallwey, a Californian educator and tennis coach who wrote an outstanding book entitled "The Inner Game of Tennis" which sold very widely since people recognised its application to every field of human endeavor. I trained with Tim and founded his organisation in Britain running sports programmes at first, but we were soon drawn into business. We dropped the Inner Game name in favor of the more generic term "Coaching", hence the majority of coaching in the business community, in Europe at least , is derived from the humanistic principles of the Inner Game. Three quotes from Gallwey:

  • We begin to play the Inner Game when we realise that the opponent within our own head is more daunting than the other side of the net.
  • Our performance equals our potential minus our internal interferences.
  • The Inner Game seeks to eliminate these internal obstacles to performance, learning and enjoyment.

To Be Continued...

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