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Coaching Report: March 2019

Successful Coaches are Science-Focused Marketers

What is Science-Focused Marketing for coaches? First, we learn about coaching science — theories and research supporting coaching techniques and positive outcomes. Second, we apply coaching science to improve skills and outcomes. Then we can engage in science-focused marketing by effectively explaining coaching science to prospective clients.

This month we feature Suzy Green who brings plenty of science to support marketing, Dorie Clark, who teaches marketing to coaches, and Brian Underhill who shares his study of what executives want from coaches.

Curated by: Carol Kauffman, IOC Executive Director

  • Successful Coaches Are Science-Focused Marketers

    What is “Science-Focused Marketing” for coaches? 

    First, we learn about coaching science — theories and research supporting coaching techniques and positive outcomes. Second, we apply coaching science to improve skills and outcomes. Then we can engage in science-focused marketing by effectively explaining coaching science to prospective clients.

    I’m still surprised at how effective science-focused marketing can be. Just this week, when pitching a coaching program to a biotech firm, the CHRO asked a question and I launched into a description of concepts from positive psychology and neuroscience that underpin effective coaching techniques. I mentioned how “activating the parasympathetic nervous system” opens up big picture thinking, widens focus, and accelerates innovation. The CHRO’s face lit up — “this is perfect for our scientists, I love it!”

    What did she really mean? This tiny data download gave her the kind of ammunition she needed to persuade the executive committee to fund the leadership development programs that are desperately needed in her organization.

    When answering her question, I was drawing on the science featured in IOC resources such as conference videos, webinars, interviews, and articles. For instance, I referred to the work by IOC thought leaders — from Richard Boyatzis and Rich Ryan, to Barbara Fredrickson and Amy Edmondson.

    This month we feature Suzy Green’s research on coaching and positive psychology, as well as Dorie Clark’s webinar and book on marketing and Brian Underhill’s study of  what executives want from coaches.

    Marketing your coaching programs with short tutorials on coaching science is highly effective.

    The world needs more of us — coaches who understand the importance of integrating science in our both our work and how we talk about the value we offer. 

    Carol Kauffman, IOC Executive Director

     

  • Research Grants
    Enhancing Well-being and Goal Striving in Senior High School Students: Comparing Evidence Based Coaching and Positive Psychology Interventions
    Green, Suzy, Norrish, J.M., Vella-Brodrick, Dianne, Grant, Anthony

    This study compared a cognitive-behavioural, solution focused (CB-SF) coaching intervention and a positive psychology intervention (PPI) utilising a randomised control trial design. PPIs are described as volitional activities focused on enhancing well-being and promoting flourishing through helping people to change their feelings, behaviours, and/or cognitions drawn from the science of positive psychology, whereas CB-SF coaching is construed as the application of specified psychological knowledge within a goal-focused coaching process. To date, there has been no research that compares the impact of coaching and positive psychology programs in the same study. The purpose of this research was to compare the relative effectiveness of CB-SF coaching and PPIs with adolescents in a school context. Seventy-three (73) Senior High School (Year 11) students (male and female) were recruited from two selective high schools in Sydney, NSW, Australia. Participants were randomly assigned to one of three conditions for ten weeks. The first group received CB-SF coaching, the second group received a PPI, while the third group was a “Well-being as Usual” control group. Compared with CB-SF coaching, participation in the PPI led to increases in mental well-being, although these findings were less pronounced at a nine-month follow-up time point. The CB-SF coaching was associated with increased academic goal striving compared to the PPI and Controls post intervention however gains were not maintained at the nine-month follow-up time point. Trends for the variables of depression, stress, and cognitive hardiness were in the expected directions, although effects were not statistically significant. Overall findings suggest that both types of proactive mental health interventions have great potential to contribute to the well-being and academic goal-striving of an adolescent population, although more research is warranted.

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Director's Corner

  • Successful Coaches Are Science-Focused Marketers

    What is “Science-Focused Marketing” for coaches? 

    First, we learn about coaching science — theories and research supporting coaching techniques and positive outcomes. Second, we apply coaching science to improve skills and outcomes. Then we can engage in science-focused marketing by effectively explaining coaching science to prospective clients.

    I’m still surprised at how effective science-focused marketing can be. Just this week, when pitching a coaching program to a biotech firm, the CHRO asked a question and I launched into a description of concepts from positive psychology and neuroscience that underpin effective coaching techniques. I mentioned how “activating the parasympathetic nervous system” opens up big picture thinking, widens focus, and accelerates innovation. The CHRO’s face lit up — “this is perfect for our scientists, I love it!”

    What did she really mean? This tiny data download gave her the kind of ammunition she needed to persuade the executive committee to fund the leadership development programs that are desperately needed in her organization.

    When answering her question, I was drawing on the science featured in IOC resources such as conference videos, webinars, interviews, and articles. For instance, I referred to the work by IOC thought leaders — from Richard Boyatzis and Rich Ryan, to Barbara Fredrickson and Amy Edmondson.

    This month we feature Suzy Green’s research on coaching and positive psychology, as well as Dorie Clark’s webinar and book on marketing and Brian Underhill’s study of  what executives want from coaches.

    Marketing your coaching programs with short tutorials on coaching science is highly effective.

    The world needs more of us — coaches who understand the importance of integrating science in our both our work and how we talk about the value we offer. 

    Carol Kauffman, IOC Executive Director

     

Featured Research

  • Research Grants
    Enhancing Well-being and Goal Striving in Senior High School Students: Comparing Evidence Based Coaching and Positive Psychology Interventions
    Green, Suzy, Norrish, J.M., Vella-Brodrick, Dianne, Grant, Anthony

    This study compared a cognitive-behavioural, solution focused (CB-SF) coaching intervention and a positive psychology intervention (PPI) utilising a randomised control trial design. PPIs are described as volitional activities focused on enhancing well-being and promoting flourishing through helping people to change their feelings, behaviours, and/or cognitions drawn from the science of positive psychology, whereas CB-SF coaching is construed as the application of specified psychological knowledge within a goal-focused coaching process. To date, there has been no research that compares the impact of coaching and positive psychology programs in the same study. The purpose of this research was to compare the relative effectiveness of CB-SF coaching and PPIs with adolescents in a school context. Seventy-three (73) Senior High School (Year 11) students (male and female) were recruited from two selective high schools in Sydney, NSW, Australia. Participants were randomly assigned to one of three conditions for ten weeks. The first group received CB-SF coaching, the second group received a PPI, while the third group was a “Well-being as Usual” control group. Compared with CB-SF coaching, participation in the PPI led to increases in mental well-being, although these findings were less pronounced at a nine-month follow-up time point. The CB-SF coaching was associated with increased academic goal striving compared to the PPI and Controls post intervention however gains were not maintained at the nine-month follow-up time point. Trends for the variables of depression, stress, and cognitive hardiness were in the expected directions, although effects were not statistically significant. Overall findings suggest that both types of proactive mental health interventions have great potential to contribute to the well-being and academic goal-striving of an adolescent population, although more research is warranted.

    Share
    /
    >> Read More

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