ICF challenges common coaching misconceptions

In recent years, coaching as portrayed on TV, spotlighted in magazines, and utilized by celebrities has not always created an accurate perception of professional coaching, according to the International Coach Federation (ICF). In fact, it is through these mediums that many misconceptions of coaching are emerging.

“Any profession that experiences significant growth in a short amount of time will face misconceptions,” said ICF President and Professional Certified Coach Ed Modell. “It’s unfortunate that the only experiences many have with coaching are the parodies they see on TV or ‘quick fix’ coaching they see advertised. ICF sees it as a duty to correct these inconsistencies by educating the public about professional coaching and the documented benefits coaching can offer.”

The fact is that professional coaching is a proven method of capitalizing on the potential of individuals, teams, and organizations. The ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.

The fact is that professional coaching is a proven method of capitalizing on the potential of individuals, teams, and organizations.

Common misconceptions of professional coaching include:

• Coaching is not regulated therefore there are no standards for coaches to follow. The ICF established a Code of Ethics, creating standards of professional conduct which ICF members and ICF Credential holders pledge to uphold. Recently, in a joint initiative aimed at self-regulation, the ICF and EMCC (European Mentoring and Coaching Council) have filed with the European Union a common Code of Conduct as the benchmark for the coaching and mentoring field.
• Coaches do not need training. The ICF established core competencies that define the required skill set of a professional coach and establish the foundation for the professional credentialing examination and accreditation for coach training programs. ICF Credentials identify coaches who have met established standards of knowledge, skills, as well as practice. Beginning next year, the ICF will require all members to have (or be working toward) 60 hours of coach specific training.
• Coaching is like therapy or consulting. Professional coaching is a distinct service which focuses on an individual’s life as it relates to goal-setting, outcome creation, and personal change management. Unlike a therapist, a coach does not focus on relieving past psychological pain or treating cognitive or emotional disorders. Professional coaches are taught when to refer their clients for therapeutic help. Unlike a consultant, a coach does not provide clients answers or solutions based on expertise or knowledge in a certain area. Trained coaches seek to elicit solutions and strategies from their client; they believe the client is naturally creative and resourceful.
• Coaching is not proven to produce a return on investment (ROI). Coaching generates solid ROI for clients. According to the 2009 ICF Global Coaching Client Study, the median ROI reported by companies who participated in the study, and were able to provide calculations, was seven times their initial investment in coaching. Almost 96 percent of Client Study participants indicated that they would repeat the coaching experience given the same circumstances that led them to coaching.
• Coaching is for people who do not have their lives in order. A coach is for anyone who is ready to make improvements and real changes in their careers or lives. Coaching is helpful to all types of people, from corporate executives to stay-at-home moms. Organizations such as IBM, NASA, and the BBC have implemented award-winning coaching programs that provide documented evidence of how coaching creates extraordinary results for their businesses and employees alike.
• Consumers have no protection in a coaching partnership. All coaches who are members of the ICF or who hold an ICF Credential subscribe to the ICF Code of Ethics and are subject to an Ethical Conduct Review Process. This process includes a set of procedures that provide for review, investigation, and response to alleged unethical practices or behavior deviating from the established ICF Code of Ethics.

Can you benefit from a coaching partnership? The answer is yes. Professional coaching is an interactive process that helps individuals and organizations improve their performances and achieve extraordinary results. Coaches work with clients in all areas, including business, career, finances, health and relationships. As a result of professional coaching, clients set better goals, take action, make better decisions, and more fully use their natural strengths.

If you are interested in finding a professional coach, begin by first watching this video to understand the steps you should take to find the right coach for you. Once you are ready to begin your search, visit the Coach Referral Service at Coachfederation.org.

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