Advertising and Business

If the coaching is used to realize what we really want (awareness), recognize our strengths and weaknesses to see if we can really get it, and act accordingly (responsibility) to enhance individual performance, group and system of our organizations , so how I can define exactly when and why I can need a coach? Is not that the definition proposed invitation to contract coaches right and left as a solution to all human inefficiencies in the company?

This has been understood quite a few coaches, and have been released as saviors of all evil organizations. However, they have not taken into account that, despite appearances, the very definition of coaching has its limitations, and are not at all irrelevant. Ignoring them has serious consequences for companies in involved.

The first thing to keep in mind is that since the coaching work areas for reflection and action of individuals, it directly and naturally attaches to the units of analysis typical of Organizational Behavior (CO). However, as we rise in the scheme (from individuals to groups and to the system) the coaching process itself, without altering its essence, is adapted to different contexts. Therefore, although the foundation remains the reflection-action sessions, the dynamics becomes more complex, durable and expensive (in time, money and energy). So, once you have determined the type and area in which the organization believes it may need coaching, you must determine the situation in which there is the individual, team or company, in relation to the solution-help is pursuing . This situation can be determined within the parameters of level of creativity and level of urgency. From these parameters the convergence of four quadrants that represent the best situations and intervention options for the company .

Thus, to determine whether to hire a coach to reach a certain goal, the company should consider two questions: what is the level of creativity required to achieve the goal? What is the level of urgency to achieve the objective?

Situation of low creativity and low urgency: the goals that require high creativity are looking for information, knowledge or practical experience (mainly technical) and then be applied without need for customization.

The objectives of low acuity are those in which there is no immediate need to find a solution. In these situations, traditional training courses of 15 or 20 students can be a good option for workers to update, clarify doubts and receive specific knowledge. In these cases, coaching is not recommended, since no coach is the function of knowledge or experience to offer a student or trainee. The coaching is a society of peers. There is no vertical relationship of teacher-student, but rather horizontal, which seeks, through the process itself, the finding creative customized solutions that traditional training can not offer.

Situations of low creativity and high urgency: when the situation is low but high urgency creativity to solve the goal, the hiring of consulting services is often the best option. A consultant is at least as skilled as a teacher, but with the advantage that offers customization and implementation expertise to an environment and context-specific demanded by the customer.

The coaching in these situations, it is a good option, given the urgency of the resolution becomes a serious impediment to the client to take the time necessary for reflection and action in the process. In coaching, it is essential to book a reasonable time for trial and error.

Situations of high creativity and high urgency: when, in addition high urgency in solving the goal, the situation requires high creativity, a good choice is the mentoring. Do not confuse the close and long duration of the relationship between the mentor and his disciple (which can last even several years), with the very short relationship for urgent resolution of a specific objective and circumstantial.

The mentor, in contrast to the consultant, having gone through the same or similar experiences to his disciple (note that many mentoring processes are performed by Retired Executives) is able to offer not only specific knowledge but also specific experience that allow quick and efficient transfer to your student. The coaching , as already mentioned, is not suitable in emergency situations, although it is in the high creativity and customization.

Situations of high creativity and low urgency: when the goal seeking enterprise requires a high level of creativity, and urgency is low, then coaching can be an excellent choice for creative solutions. As we have seen, its own methodological foundations seeking the discovery or creation of new knowledge (one and only) that allows you to discover new ideas, thoughts, strategies, and even behavior. And since it does not offer solutions or councils, the result will always be highly creative coaching. But for this it is essential that the urgency level is low. This means that the client sufficient time to make those changes and creations emerge during the process through repeated trial and error.

In short, coaching is only recommended when the client’s situation in relation to the objective to be achieved, requires high level of creativity (ie, not seeking advice or expertise of others) and low level of urgency (ie, the customer enough time for exercise of trial and error). Therefore, the coaching comes to occupy the non-directive quadrant of excellence within the range of possibilities and organizational resources. This is because both training and consulting and mentoring are based on knowledge transfer, and thus the experience of the teacher, consultant or mentor, who finally has the solution to the problem. Instead, the coaching, as already explained, is based on customer knowledge.