Coaching has been used for years in sports; it is only recently that the same principles have been applied to business. A professional external coach offers something an internal resource often cannot – objectivity, focus and tools.



Shelley Brown

Wikipedia defines coaching as the practice of providing positive support and positive feedback while offering occasional advice to an individual in order to help them recognize ways in which they can improve the effectiveness of their performance. Coaching is an excellent way to attain a certain work behavior that will improve leadership, employee accountability, teamwork, sales, communication, goal setting, strategic planning and more.  Professional coaches are often called in when an individual is perceived to be performing badly, however many businesses recognize the benefits of business coaching when the individual is successful, the coach can accelerate their performance to the next level.

Once a coach is selected, the coach and the client will agree on the following:

  • Roles
  • Expectations of both parties
  • Outcomes / Measures of Progress and Success
  • Commitment
  • Assessment Process
  • Methodology
  • Frequency

What material should be reviewed by the coach?

  • Job Related Objectives
  • Leadership Standards / Values /  Behaviours in the organization
  • Role Profile and associated competencies (if available)
  • Organization Chart
  • Resume
  • Personality Assessments (DISC, MBTI)
  • 360 Feedback
  • Performance Appraisals (last 2 years)
  • Development Plans
  • Talent Management / Succession Planning information

The role of the coach is to keep the client on track with his/her career development agenda.  The coach helps the client move through the following four stages:

  1. Unconscious Incompetence
  2. Conscious Incompetence
  3. Conscious Competence
  4. Unconscious Competence

The coach is resource, but the client is responsible for the results.


Bromelin has a number of certified professional coaches that have worked with many executives in difference fields.  Let us help make you an employee of choice!

Shelley Brown
Bromelin People Practices