Paper on Coaching as a main stream profession How does the near future look like?

Name: Raghuraman J Date: 20th October 2012 Email: captainraghuram@gmail.com

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Introduction:
The only thing that is constant in the world is change - Heraclituss prediction in 500 BCE could not be more appropriate in terms of timing than now!!! The last few decades witnessed unprecedented changes that have changed the way we connect with the world. At all levels we see and experience change, be it social, professional, political and technological space!. Obsolescence and innovation have become such an inseparable twins that we can't but deal with them together. One of the off shoots of this awesome change sequence in the professional stream is, the emergence of Coaching as a field of discipline which has the

potential to positively influence the lives of so many. The earliest evidence of Coaching comes from the great Indian epic Mahabharata where characters such as Arjuna, Dhrona, Karna, Bhim were hailed for their mastery over a few martial arts. And their disciples took pride in being trained or coached by them.

Scope:
The scope of this paper is to study and visualize the progress coaching as a profession is likely to make over the near future, say over the next 5 years, surface potential challenges and explore a few responses to the emerging context.

Coaching - Origin and Definition.

"The word coach is derived from the term "coach", a medium of transport and traces its origins to the Hungarian word "Kocsi" meaning "carriage"!! The inference is that a "coach" carries people from their current place to a desired place!!!

Unlocking a persons potential to maximize their own performance. - John Whitmore

Coaching/ mentoring /consulting /training: they are not the same!!

By flux of time and practice, these terms tend to be used interchangeably, often defusing the power of each of these approaches. The significant difference between coaching and the other three forms are that, in coaching, the client has maximum say and seen as an expert over the subject. In this context the role of the coach is to be present with the client, and walk with him/her in the journey towards progress.

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Coaching As a Profession - as is where is analysis:

Before we embark on the study, its worthwhile to record a few characteristics of Coaching as a profession. A few are listed below: Coaching is relatively new as a concept (mid 90s) and draws from many other disciplines such as adult education, psychology, sports, and from many leadership theories and practices. Doesnt have a defined standard that is universally accepted such as Doctors, Lawyers, and Teachers. Popularity is more in western world and in USA than in any other part Mostly done in private on an one on one basis No fixed norms of professional charges High dependency on client and referrals No specific efforts on marketing as a body Organizational adoption not very fast Often gets miss interpreted with mentoring and counseling Knowledge enhancement is a key competency

The study:
For the purpose of this study, we will use two time tested tools that are expensively sought in Corporates as a part their strategy formulation and decision making. We shall use the 5 Factors Framework of Michel Porter which is used to understand the likelihood of a product or a strategy succeeding in the market place. And we will use SWOT Model to analyze the various facets of coaching industry. Here we will deem Coaching as an industry and use the 5 Factor Frameworks to check the attractiveness of the industry. Porter listed the following factors and argued that these 5 Factors have a bearing on the success of a strategy. They are viz:
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Threat of substitutes Threat of new entrants Competitive rivalry Bargaining power of customers Bargaining power of the suppliers

The following framework captures the elements of coaching an industry as it evolves over the near future:

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SWOT Analysis:
This tool is used to identify the Strength, Weakens, Opportunities and Threat of the existing coaching context. Basis the SWOT analysis, relevant and appropriate actions can be formulated.

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The Inferences:
The study on the basis of the two models provides us the following inferences on the subject: As a fresh and novel concept, Coaching as a profession, has a great opportunity to turn in to a main stream occupation and attain an industry status. Being young, offers enormous possibilities for innovation and evolution The emergence of Gen X, Y (and Z!) will unleash more and more brave heart entrepreneurs much ahead of their time and for them a coach can cover lot of ground. serious stature building efforts shall lead to greater visibility and respect amongst stakeholders Joint research works with leading international educational academies shall make coaching a key subject of learning, thus spiraling more advancement in concepts and applications. The merit and quality aspects shall form part of a coachs Key Success factors, which in turn will exert pressure on the coach to learn continuously. Sound and relevant PR campaigns/ partnering with leading Fortune 500 companies can help propagating the cause of reach and visibility of coaching as a profession.

Conclusion:
The above analysis clearly indicates that, coaching profession will obtain its eventual glory and place in the near future. An integrative school/college curriculum, tie up with educational institutes, companies of repute and the quality of professional coaches, can take the coaching fraternity to a higher order. I also foresee a day, when clients proudly display the name of their coaches in their business cards!!!!

PS:
In this respect, the monumental work being done by ICA to give an identity and hope to the profession is highly admirable.
Copyright 2006 International Coach Academy Pty. Ltd. Use is governed by the Terms and Conditions at http://www.icoachacademy.com Last updated Feb 2006