I recently published the following article on Corporate leadership.
This article is reproduced with permission from Choice, the Magazine of Professional Coaching in this link: choice_V17N1_issue_Doug-Gray
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Title: Telling Stories; Using systems thinking to help your business clients attain meaningful outcomes
Throughout recorded history, for over 4,500 years, we have used stories to teach and entertain.
Coaches use stories. Coaches teach to add value to clients. By definition, coaching is a collaborative process for clients to attain meaningful outcomes.
Are you using stories to add value for your clients?
Here are two case studies that you can apply to your corporate coaching business immediately.
Case Study 1. Recently I explained Systems Thinking to a client who owns a small leadership development business using professional actors. This CEO was struggling to articulate the unique value of his company. And he needed to prepare for a big meeting with a prospective buyer that could lead to a potential 500 percent increase above his previous annual revenue.
He was excited and scared. I mentioned leverage, Archimedes, and the idea that “with a big enough lever one could move the world.” When he wanted examples, I told him a story about applied systems thinking that Macdonald, Burk and Stewart (2006) implemented at entrenched mining companies in Australia. Those leaders were unable to see past the obstacles in front of them, such as safety incidents, high turnover and absenteeism, and erratic productivity costs. Then they created transformational changes.
When my CEO client wanted to find simple words to describe the cascading effects of organizational change, he drew a model with concentric circles like a bulls-eye. (I encourage you to take a pen or pencil and write this down. It is a simple model that works well.)
The smallest ring was unlabeled, to represent the chaotic core of deep change. The second outer ring was “individual” to represent the changes that leaders need to make. The third outer ring was “team” to represent the group of two or more people that add leverage. If that group has one scoreboard, then by definition they are a team. The fourth outer ring was “organizational” to represent the scope of leaders influencing others toward a better vision of the future. The core skill of such leaders is public optimism.
So, I encouraged this client to find the words to describe a better future for his organization. He developed a story using a pebble dropped into a pool of calm water. This CEO client needed to know that others have applied leverage. He needed a simple structure that he could adopt. You can adopt this model immediately.
One result from his client meeting is that he literally “found the words” and developed his own story about leverage. He developed new marketing content. He improved his reputation. He asked for the business. Yes, he won the big engagement with that new prospect. And yes, he did grow his business 500 percent above the previous annual revenue.
Outcome-based coaching is critical for any leader. Perhaps you can do something similar in your coaching business?
Case Study 2.
The second story encourages leaders to apply leverage to a bigger vision of a better future.
Like many International Coach Federation (ICF) members, I volunteer as a board member at our local chapter to plan annual activities. One of our colleagues leads the corporate Learning and Development group at Bridgestone Americas (a leading automotive company). She needed to develop programs using Systems Thinking.
Specifically, she needed to prepare to replace an aging workforce, and had developed programs with the largest university in the state, using values from their company and partnering with the US Naval Academy and US Army at West Point.
They needed to teach essential leadership skills using their company values at a public university. Concurrently, Bridgestone needed to relocate 30-50 percent of their senior leaders from two other states to their new corporate headquarters in Nashville, TN, without losing significant intellectual capital or market capital.
She was both excited and overwhelmed about the changes ahead for Bridgestone. She needed to discuss ways to apply Senge’s (2006) model of a learning organization to those changes. I volunteered some stories to help her design solutions. My hope is that she has the corporate leadership executive sponsorship and required resources to implement systems thinking at that organization. We all need to transform organizations.
CONCLUSIONS
Notice the pattern? Leaders, by definition, influence others toward a better future. They find the words. They seek partners. They use leverage to gain results. Whether you are coaching a small business owner or a director in a large organization, you can help your clients attain meaningful outcomes.
The cornerstone of systems thinking is personal mastery, defined as “continually becoming” (Senge, 2006). In all major religions and most philosophies, there is a recognition that humans are aspirational. We stare at the clouds, stars and weather patterns and try to understand objective “reality.” We stare at social media and fear-based stimuli and try to determine useful “facts.” We work with clients who are stuck. We help our clients overcome perceived obstacles. Thankfully, humans are continually developing. Amid those chaotic stimuli, we tell stories to teach, entertain, and achieve meaningful outcomes.
As coaches, our primary role is to help others attain meaningful outcomes. Case studies are one way to help our clients make smarter decisions today.
A coaching query is: How are you using case studies or stories to help your clients attain meaningful outcomes?
REFERENCES:
ICF (2016). 2016 Global Coaching Study; Executive Summary. International Coaching Federation.
MacDonald, I., Burke, C., & Stewart, K. (2006). Systems Leadership: creating positive organizations. Hampshire, England: Gower.
Senge, P. M. (2006). The Fifth Discipline: The art and practice of the learning organiza- tion. Random House/Currency.
Author Bio: Doug Gray, PhD, has been an International Coaching Federation certified coach at the PCC level since 2006. He is CEO of Action Learning Associates, LLC. His dissertation explored global executive coaching and leader outcomes. He models systems thinking by serving hundreds of clients. Contact him today.
You have probably had the experience of teaching someone how to drive a car. If not, imagine the scene.
Your objective is to teach enough basic skills so that your loved one can drive away. You start by teaching safety protocols like “wear your seat belt” and “always keep two hands on the steering wheel at “9 and 3.” Then you explain the functions of the gas pedal, brake pedal, gears and all those shiny buttons on the dashboard. Then you offer encouragement as your loved one shifts into gear and drives from 0 to 30 mph within a minute. Your Key Results (KRs) often follow that formula “from x to y by date.”
Objectives are defined as “what you do.” They are qualitative and each person in the organization can write their own.
Key Results are defined as “how you measure that objective.” They are quantitative and answer the formula “as measured by.”
OKRs are defined as “a management methodology that helps people focus efforts on the same important issues throughout the organization.”
For a 3-minute excerpt of a keynote presentation on OKR Leadership that I provided in December, 2019 to over 700m business leaders in Denver, CO, click here.
The “Father of OKRs” title is attributed to Andy Grove, the founder and CEO of Intel. You may know that Andy literally wrote the textbook on semiconductors in 1967, well before Silicon Valley attracted the largest migration of assets in human history. You may also know that Andy wrote “Only the Paranoid Survive” in 1996, as a reminder of market volatility and the need to measure the details. His father was killed at Auschwitz, and he fled Nazism with his mother at age 20.
John Doerr worked for Andy. John learned how to implement OKRs. Then, in 1997, John made an $11.8M investment in 12% of Google when working as a venture capitalist at Kleiner-Perkins. The co-founders of Google wanted to organize data globally. When John introduced OKRs to Google, Larry Page said, “Well, we need to adopt some management approach.” The rest is history. I recommend John Doerr’s book, Measure What Matters, (2018) for examples ranging from the Gates Foundation to Bono.
Here are my examples of teaching OKRs to leaders in a small business and a large business.
I was consulting the CEO and owner of a $40M retail business that required succession planning to transition the next generation of leaders. At a management meeting I observed that the managers did not describe their business using any metrics. I asked the owner, “Where are the metrics that these managers are using to drive their business?” He sighed with fatigue, like so many small business owners. I provided OKR definitions and templates and a free course on OKR leadership skills that you can access here. Then I worked with several key managers. One manager’s objective was to increase profit margins by 6% Y/Y. KR1 was to identify current measures for sales, expenses, overhead, profit within 30 days. KR2 was to distribute a one-page business summary to all other managers within 40 days. KR3 was to track and reward increased profit margins within 60 days. The result of his OKR leadership was that he modeled accountability, transparency and business results for the other managers within 60 days.
I was consulting the president of a Fortune 500 business with $5B in annual revenue and over 10,000 full time employees in North America. Their 20-year-old company grew quickly as a result of acquisitions. The result was that silos of trust and information sharing were preventing consistent accounting practices. I asked, “How are you measuring your desired results?” He stuttered and said, “Not well. We increased revenue and retained a lot of good people but sometimes I wonder if we’re measuring what we need to be measuring.” I provided some OKR definitions and templates and vendor resources. Then he defined his OKRs and shared them with his top 60 leaders in a training that I delivered. Then I provided team coaching for those top 60 leaders so that they could cascade OKRs throughout their organization for three months. The results were uneven, as we expected. People were experimenting with the OKR language as if they were new vocabulary words. Three months of uneven applications passed. The OKR process gained momentum in the annual meeting when the president spoke to 650 of their top leaders. He declared, “As long as I’m in this role we are going to implement OKRs and increase our profit margins.” He shared his business OKRs. Minutes later, I followed him onto the main stage to introduce OKRs to those 650 leaders. I led demonstrations with 6 of his top leaders. Then I lead workshops to practice implementing OKRs within their organization. His KRs included training, technology, and rewards tied to increased profit margins. We are still assessing the impact of that OKR process.
The challenge of OKRs is not in introducing them as an initiative. Anyone can introduce an evidence-based initiative.
The challenge in the OKR process is adopting an ongoing cadence of accountability and rewards. Learning requires feedback. Managers, by definition, need to maximize the productivity of others. The core skill of managers is coaching. We trademarked the AD-FITTM coaching process to teach managers the required steps to provide feedback to others. Our experience is that those managers who adopt the AD-FITTM process accelerate the performance and behavior outcomes of others. For a free course on how to apply the AD-FITTM process for Managers click here.
Smart managers and leaders typically understand OKRs pretty quickly. The challenge is “in the details” as Andy Grove reminded us. Over 30% of the companies on today’s NYSE and F500 did not exist 20 years ago. There is no reason to assume that your organization should exist 20 years from now.
Here are some gifts from 2018 that I’d like to share with you, my clients and associates.
I strongly recommend that you save this url in your contact for “Doug Gray” or “Action Learning Associates.”
You may want to download this new content and add it to your digital folder for “Action Learning Associates.” There are many great resources here!
Here’s to you, at your best! When playing with new friends like Spider Monkeys, or not.
Q4 included several customized leadership development workshops.
One F500 client wanted to “develop a culture of fiscal accountability using Objectives and Key Results (OKRs).” If you are a client and want to see the customized app that included that content please contact me here.
One client wanted to “introduce positive psychology practices into their organization.” Over 1,300 people have viewed the content here.
One F500 client wanted to “develop the executive presence and the reputations of their leaders.” A video of that content is here.
Several small business leaders wanted succession planning content to accelerate their leadership to the next generation.
Q3 included trademarking the AD-FIT model for any managers or professional coaches to use.
Many clients asked, “What works?” They needed a process or protocol to cascade consistent expectations to direct reports, to serve clients, to lead others effectively.
The AD-FIT Level 1 Certification Course is at www.WhyCoachesFail. If you are a client and would like free access please contact me here.
Many consultants, managers and professional coaches have completed the AD-FIT Level 1 Certification Course. And I have been invited to share the AD-FIT model at the Metrics That Matter conference hosted by Explorance, in March, 2019. Contact me for licensing details.
Q2 included my PhD in Organizational Leadership dissertation defense from the Chicago School of Professional Psychology.
My dissertation title was “Positive Psychology Coaching Protocols: Creating Competitive Advantage for Leader Development.“
My abstract / summary was: A gap exists between positive psychology coaching (PPC) theory and practice because PPC lacks rigorous measurement, evidence-based protocols and standard processes. This quasi-experimental study assessed the relationship between PPC protocols and performance or behavioral outcomes of leaders. The participants were global professional coaches (n = 220) who completed two sets of surveys after delivering 90 days of coaching, and completed approximately 60 minutes of digital training. The primary assessments were (a) the Psychological Capital Questionnaire (PCQ-12), (b) the Values in Action (VIA-72) questionnaire, and (c) the Outcome Measures Survey that included the Goal Attainment Satisfaction (GAS) score. The PPC protocols included compliance using assessments, defining meaningful coaching outcomes, compliance over time, and compliance with the AD-FIT coaching protocol. Those participants with higher compliance to the AD-FIT coaching protocol (n = 16) reported slightly higher goal attainment scores than the participants with lower compliance (n = 18). Open text box analysis was conducted to deepen understanding of the relationship between participation and leader outcomes. The top two performance outcomes (n =100 responses) were increased productivity and focus. The top two behavior outcomes (n =115 responses) were improved relationships and effectiveness. The theoretical, methodological and practical significance of this research indicate opportunities to create competitive advantage in leader development.
All of you who are individual or team coaching clients are familiar with this new client intake document. Here is a very generous gift. When I work with leaders I ALWAYS use the AD-FIT process. Since 1997. It works. Outcome-based coaching is a straightforward process. I strongly recommend that YOU adopt the AD-FIT protocols. Click on the bullet below. Then download the content. Then use these 28 validated outcomes for executive coaching or business coaching. Leaders practice leadership, just as physicians practice medicine and attorneys practice law.
Managers, by definition, must maximize the productivity of others. When we ask audiences, “How many of you are managers?” over 70% of the audience typically raise their hands. Many do not have the word “manager” in their title.
As managers, you know that it is your job to maximize productivity and outcomes from your employees. You need evidence-based best practices in leadership development. Today. And you need to demonstrate the ROI of that leadership workshop within 90 – 180 days. There is a myth that leadership development programs should only be scheduled in the spring and fall, to avoid conflicts with vacations. The reality is that leadership development workshops include both direct and virtual content that reinforces your outcomes. Our programs last 3-12 months. You should invest in a leadership development provider (like Action Learning Associates) because it is cost-effective and efficient. Your core business is something else. Our core business is to accelerate leader development.
Here are three reasons why YOU SHOULD invest in a leadership development workshop today.
Investment in a leadership workshop should directly increase your team’s engagement
Leaders need to practice leadership, just as attorneys practice law and physicians practice medicine. Many studies have shown that when employees are engaged in leadership workshops they are then more likely to be engaged in the workforce. An employee who is more engaged is a) more effective at required tasks, b) more efficient on key performance indicators or objectives and key results (OKRs), and c) more likely to stay employed at your organization. Retention of desired employees is a requirement in today’s competitive Talent Economy. Be smart. You never want to retain average employees- but you DO WANT to retain 100% of your desired employees. And leadership development workshops are the most cost-effective way for you to increase retention of your desired employees. We recommend that 70% of your promotions are internal, to encourage career ladders and talent succession. We strongly recommend that you invest in 100% of your top performers with leadership development programs AT LEAST twice/ year.
2. Investment in leadership workshops can help you develop your workplace culture
Culture can be developed, and must be developed, in response to changing market demands. Ask anyone involved in leadership development coaching, and they will tell you that culture cannot be left to chance. That would be reckless. The academics describe culture as “how organizations function.” As an example, we recently provided a leadership development workshop around ONE objective, “to create a culture of fiscal accountability using Objectives and Key Results (OKRs).” Let me explain…
Culture is best described using three overlapping circles. Label each circle as: 1) underlying assumptions, 2) espoused behavior, and 3) artifacts.
1) underlying assumptions are the shared beliefs of your organization, including history of acquisitions, traits of key leaders who get promoted faster, competencies of leaders with higher reputations, or that unspoken assumption you have about a market or colleague.
2) espoused behaviors describe what we say we do, including common phrases such as “I’ll solve this” or “that’s not my problem.” Notice the difference between what we say we do, and what we actually do.
3) artifacts are tangible symbols of the culture, such as a new National office in Nashville, TN for centralized services and consistent management of others. The cultural values posted in the lobby are artifacts of how you work.
3. Investment in a leadership workshop should improve employee morale
Many studies have shown that large organizations are investing less time, money, energy and training in their employees than they did 10 years ago. Professional development discretionary budgets have plummeted from over $10,000 per person in 2008 to $4,000 per person in 2018. Today, we invest more into maintaining cars and machines than we do in our most critical variable- people. That trend is reckless. If you are investing less in your people than you did 10 years ago then you are LITERALLY in a race to the bottom of your market. Look at the fact that only 35% of today’s F500 companies have been there for more than 50 years. If you want to increase employee morale, then you need to invest in your top employees. Nothing is a more critical investment. Today. Employee morale is NOT a lagging indicator. If you want to develop agile problem solvers, then you need to invest in leadership development workshops. You can make employee morale into a leading indicator. Today.
You should not invest in a leadership workshop IF you do not care about 1) employee engagement, 2) workplace culture, or 3) employee morale. We do NOT want to talk to you. We wish you Godspeed.
We provide outcome-based leadership development workshops that guarantee your results. We deliver programs throughout the United States and Canada. We provide expert leadership coaching and executive coaching services, based in Nashville, TN or globally. We’d like to visit you ASAP.
If you are based in the Nashville, TN area then we are neighbors. See details for leadership training for your employees here. We’d like to visit you ASAP.
Do you think that you a born leader? That is a myth.
The reality is that leadership skills can be taught and developed. By definition, leaders influence the behavior of others by describing a better vision of the future. The primary skill of effective leaders is public optimism. Leaders tell great stories and share optimism.
Those leadership skills can be taught in a workshop or program. The most effective leadership workshops include training and coaching, then more training and coaching, to reinforce desired behaviors over time. Repetition works.
Leaders must adapt to change. At a recent leadership workshop one executive stated, “We need to master this content in the next 3 days because we are each the CEOs of our business. We need to create our future business.” That urgency is common.
Many of the tactics that leaders were taught 10-20 years ago are obsolete today. Management by Objectives (MBOs) and Forced Rankings are now considered manipulative, ineffective, and counterproductive. That kind of “leadership” will limit your career.
We know that rigid managers and leaders prevent innovation and problem solving. We also know that agility can be taught and developed. We can teach agile leaders and managers to promote effective outcomes, efficiency, and employee engagement.
Today, many employees demand fulfillment and purpose. They want to feel inspired and know their place in society and their contribution to the world.
We know that leaders need to practice leadership, just as physicians practice medicine and attorneys practice law. All managers and leaders struggle.
A great leadership workshop should provide:
Leadership exercises and experiential activities that encourage open communication and sharing of ideas
Profound breakthroughs in understanding how to influence others.
Lectures, digital workbooks, videos, powerpoint slides, and activities designed to model engagement
Pre-assessments and Post-assessments to discover your strengths and track the ROI of your investment
Group problem-solving tasks that encourage conflict resolution through a better understanding of human behavior and group dynamics
Customized apps with content to download and distribute your consistent messages throughout your organization
A recent client stated, “This was by far the most useful leadership development program I have experienced in over 20 years of forced participation in some kind of training. The content was easy to understand. All of the sessions were customized for our organization. All of the consultants were experts. We were fully engaged in each session. We did our work. And now I have the skills I need to lead my team in a new and useful methodology.”
All of our leadership workshops use our trademarked positive psychology AD-FIT™ process. We typically include our leadership development coaching to assess your strengths and increase your probability of achieving your outcome-based results.
The best leadership workshops should ask you to take an honest assessment of your professional leadership style and define measurable outcomes. We typically use both quantitative and qualitative assessments. We offer both virtual and direct workshops with several exciting results-oriented topics to choose from. See the list of leadership workshop topics here.
We provide services throughout the U.S and Canada. We recently delivered programs in Chicago, IL, Charlotte, NC, Louisville, KY and Washington, DC. If you are near the Nashville, TN area, an executive coach in Nashville can help you.
Recently I was asked this question by someone who desperately wanted to be certified as an “executive coach.”
Be careful. Here are the facts.
There is not one “best coaching certification or methodology for those who work with executives,” for several reasons.
1. Executive coaching is a new approach with a short history (about 20 years) within psychology (about 100 years). The protocols that would be “certifiable” have not yet been well defined. There is no external board or established practices, as in other professions such as healthcare, finance or law. I often ask, “Who certifies the certifiers?” (And I have been certified by several coaching providers for decades.) One example of certification based on my dissertation research with global professional coaches is here.
2. The coach training industry is estimated at 53,500 global coach practitioners and over $7B in annual revenue, with 115 accredited coach training programs (ICF, 2016). The reality is that coaching certifications and silly acronyms abound. I co-developed one back in 1999, when there were only about 20 ICF accredited coach training programs.
3. There is market confusion about definitions and coaching outcomes. The result is that vendors have responded to the market confusion. A gap exists between theory and practice because executive coaching lacks rigorous measurement, evidence-based protocols and standard processes. The largest organization, the International Coaching Federation (ICF) stated “the top future obstacles for coaching are (a) untrained individuals and (b) marketplace confusion (ICF, 2016).” That survey understates the confusion. Your question illustrates the desire by many to “get certified.”
4. In any marketplace vacuum, competitors emerge. Countless colleges and universities will declare that their certification programs define standards. Be careful. That archaic model presumes that academics know best, and we are increasingly aware of disruption in the marketplace. I like academics. My dissertation explored the competitive advantage of coaching protocols, using global professional coaches. As the “coaching profession” develops momentum, I encourage you to study the practical market demands for coaching protocols. You may want to be cautious. “The top future opportunities for coaching are (a) increased awareness of the benefits of coaching, and (b) credible data on ROI/ROE/outcomes (ICF, 2016)”. In short, we need to define protocols for outcome-based coaching, including useful certification programs.
5. Certification programs exist. I favor the ROI methodology described at the ROI Institute, and a 2-level executive coaching certification process. Last week the co-founder, Patti Phillips, and I discussed certification programs that moved beyond knowledge to practical demonstrations of mastery. She encouraged me to focus on practical applications. (Disclosure: I trademarked the AD-FIT coaching protocol when some F500 clients asked “How do you operationalize what works?” Those details are at Products Archive – Action Learning (https://actionlearnin.wpengine.com/products/) and throughout this website. The fact is that “Many professional consultants or coaches do not adhere to evidence-based protocols (Foster & Auerbach, 2015; MacKie, 2014. Citation sources available upon request.)
6. Organizational clients may design their own executive coaching certification programs. They are cost-effective and foster cultural expectations. (Disclosure: I also serve as an engagement manager and executive coach at CoachSource | Executive Coaching Excellence (http://coachsource.com/), the largest global provider of executive coaching.) Those internal coaching certification programs are customized internally, with expertise from coaches like me, for specific business outcomes that are proprietary.
Bottom line: Certification for executive coaching implies a mature profession with protocols that satisfy a market demand.
If useful, please contact me here. I’d love to discuss your interest in executive coaching certification programs.
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