Industry


[as published in Minnesota Coaches Association Catalyst Newsletter February 2006]

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Coaching Pundit’s Corner

Using History to Bring Clarity to Coaching Certification (part 1)

Coaching Certification, frankly, is a messy subject. Traditionally certification used to be a clear method of credentialing and legitimizing a profession. Today, however, it is also a marketing tool, a branding tool, and a source of a lot of confusion. This series will be part history lesson. In so doing I hope to bring clarity to the confusion around certification, so bare with me. Sadly, in order to have any discussion on this subject it is hard to avoid the alphabet soup. I have included a cheat sheet. (see next blog entry)
First of all we need to distinguish who is doing the certifying. Governing bodies certify coaches. Schools certify coaches too. In reality any program can issue a certificate and state you are certified.
Lets look at the governing / credentialling organizations. The four largest of these are the ICF, WABC, ECI and IAC. These organizations could be thought of like the AMA for medicine or the APA for psychology. Instead of one, however, we have at least four. They each set standards for credentials, ethics, and membership for the coaching industry. This creates confusion.
There have been attempts to alleviate the confusion. For a long time coach training schools all acted independently, and the majority still do. However in 1999 a coalition was formed called ACTO. ACTO member schools include CTI, CoachU, Hudson, ACT, SUN,and New Ventures West, Newfield, Adler and several others. Students and graduates of the ACTO schools represent the majority of the ICF membership. In the same year ICF & ACTO created the ACTP standard for coach training. The ACTP standard has become the benchmark for ICF certification. (Note: There are literally hundreds of schools that do not adhere to this standard.)
For most ACTP schools, their ACTP qualified program is the “certified graduate” program that their school offers. CPCC (certified professional co-active coach) is such an example. CTI’s CPCC designation is both a credential as well as a brand. CPCC means that you are a certified graduate of CTI and have gone through the certification program which is CTI’s ACTP accredited program. Coach Inc.’s (CoachU & CCUI) approach integrates ACTP material throughout their coursework. Be careful when someone says they are “certified” or a “graduate” since they don’t mean the same things everywhere. When someone says they are CoachU graduate but not certified, they actually have had more training (175+hrs) than CTI grads (100+hrs). When the CTI student completes CTI’s certification program their experience levels out.
I am not saying one is better than the other. What I am saying is most of this talk about certification and graduation is about branding and marketing. All the ACTP schools cover the same core material each with its own style. Who certifies the certifiers? What are they actually measuring? What if the core concept is wrong? What about those other non ACTP schools? These topics and more will be explored next month.

Matthew Rochte - Seasoned Coaches’ Coach & Coaching Pundit.
Matthew is a 15year coaching veteran cross trained through CoachU, CCUI, CTI, and others. http://www.matthewrochte.com

Copyright 2006 Matthew Rochte

On Lines and Drawing Them

     2005 was a wild and crazy of a year full of challenges, discoveries, and deep profound learnings for me. In December I made a new friend at the Thought Leader Gathering by the name of John Lenker. Now John is an artist, creative, designer, and entrepreneur with a brilliant mind and perspective. When we met, he seemed entranced by the name of my company, WorkingIntentionally. I could sense the gears turning and locking in his mind. Ever curious I stayed with him in our wisdom circle conversations. He had found in our conversation the lynch pin to a long brewing epiphany. His epiphany hit me hard and struck deep. The the ensuing days and weeks have been full of ricocheted ideas and perspectives into every nook and cranny of my life. I thank John for sharing it me and now allowing me to share it with you. What he said was:

  • It is NOT O.K. to draw outside the lines

  • It is equally not O.K. to have someone else draw the lines for you

  • It is reckless to draw outside the lines before ever having drawn them

    We live in an era which has come to glorify drawing outside the lines. We think it is creative and clever to draw without lines. We’ve let this morph into our business practices. Coaching is no exception. I believe we actually pride ourselves in our ability to draw outside the lines. We may even chastise the idea of drawing the lines altogether. Quite ironic given that a cornerstone to coaching is accountability. In Arbinger speak, I found myself saying “I’m the kind of person who doesn’t need lines.” (Now that is a scary self justifying image).

    What happens when we do draw inside the lines? I remember watching my mother color with me. I loved the way she colored. She would trace the inside of the line very firmly (marking the edge for herself) and then gradually fill in from the edge getting lighter and lighter as she reached the middle. It was mesmerizing to me and a meditative practice for her. Somethings she would fill in completely and others she would not, white is a color too remember? She had a sense of satisfaction upon completion that I never achieved drawing outside the lines. When we fill in the curves: we go deeper; we complete things before going onto the next; we choose to color or not to color; we get stronger; we get more defined; we can claim our work and claim our lives; and lastly perhaps most profoundly we manifest what we’ve drawn.

    WorkingIntentionally is about doing the work that was meant to be (intended) to be done. It is about doing the work in a deliberate way that honors who you are. John’s comments echoed in my ears until I realized that I was not living my company’s calling. Speaking from my own experience, my practice did not grow last year. I drew all over the place yet never within the lines because I had never drawn the lines to begin with.

    I have been reckless. I have spent the past three years of my business drawing outside the lines, more aptly – never drawing the lines at all. Never having a business plan. Never fully treating my business as a business. I know I am not alone. Almost every coach I know, with a few exceptions, are in the same boat whether they admit it or not. Does this sound familiar? We have all been drawing outside the lines. We are drawing recklessly without ever drawing the lines. This has got to stop!

    So, as a part of my drawing my lines anew, I am drawing up a business plan this week (I’ve never had one). At Thanksgiving I started a rowing challenge which I continue today. I am scheduling my weeks fully. For the community, I am launching a six month teleclass in February in professional foundations to help coaches bring themselves into alignment around who we are as professionals, help us draw our lines and for some, for the first time. I am engaging my plan, going deep, and building my business within the lines of my business plan. How about you?

     In our resistance to drawing the line we often forget that we can always move the line later. Its like declaring our niche. Without the line no one know who or what you do. Start somewhere, get good at it and then move the line if you want.


Discover what’s important, make it happen, share your progress.  Find your 43 things. http://www.43things.com/ 

Great lists to peruse and to use to get yourself inspired.

What do you want to do with your one precious wild and crazy life?

Who Is Your Community?
Lately I have been thinking a lot about community.  I have also been thinking about our standard coaching business model – solopreneurship – and I have come to an odd conclusion.  That is that solopreneurship is slowly killing us.  The solution, the antedote, I believe  is in  community and provocative conversation.  

Solopreneurship is slowly killing us

We are social creatures, even we introverts.  We need external stimulation and expression. Solopreneurship, however, results all too frequently in our isolation.  Since the overwhelming percentage of coaches are introverts this isolation is exacerbated when we fear marketing and that fear keeps us from engaging, connecting and being social.  Despite our regular contact with clients and our own coaches, they are not a substitute for our need for external stimulation.  

We are social creatures

I re-discovered this month a remarkable thing.  I had a week of having one provocative conversation a day with someone on the outside.  I discovered that my energy level and enthusiasm shot through the roof.  This experience was even richer when I met them in person.  

I have often known of the impact of socializing and powerfully connecting with people.  This was first brought home to me while I was doing my coach training with Corporate Coach U Intl.   In a class called Professional Foundations for Masterful Coaching, we worked on the skills and the environments including communitie needed to become a professional coach.   That class inspired/provoked me to to create a thinktank in Milwaukee to service this need and make me a better coach and more balanced professional.   

Where are you being inspired?

I discovered through the process that one of my gifts to share with the world is building community.  In Minneapolis one way I have built community is through hosting conversation circles where provocative questions and expansive thinking are the norm.   It is also why I am a member of the Thought Leader Gathering.  I find that these external stimuli fuel my passions and enhance my coaching abilities. 

Last year when I noticed that seasoned coaches were suffering from isolation, I created the MCA Seasoned Coaches Circles as an opportunity for community, comradere and discovery for seasoned coaches (FYI the next circle is Friday Oct 21st).  

The Minnesota Coaches Association is a significant part of my inspiration - Every meeting, every board meeting, every MCA SCC, every interaction with all you wonderful coaches.  One of our guiding principles is being a "Provocative Learning Community."   You are my community, one of many. 

What about you?
Who is your community? 
Who is inspiring you? Who pulls you out of isolation?
 I want to know, drop me a line

Matthew Egan Rochte ~ MCA President 2005
president@minnesotacoaches.org

Curious About The Coaching Industry

Several Thoughts this month.

In May 2004 I received on my doorstep a book, The Radical Leap by Steve Farber.

This unexpected gift allowed for a great realization to appear in my life (see my review that I did for the July 2004 Catalyst on my blog http://www.matthewsblog.com/2004/06/15/radical-leap-book-review/ )

This epiphany being that while I truly love coaching, I love the coaching INDUSTRY even more.

This was a great awakening. It spurred me into action on the MCA board. It prompted me to bring Steve Farber to Minnesota last August. It drove my decision to become the president of Life Coach Alliance LLC. It shaped my leadership style and focus for the past year. It still is. Every action we have taken this year as a board has been to strengthen and build a strong coaching community and thereby create a strong coaching industry. The electronic elections last month and the engaging of a new Virtual Office (Peggy Bushee Services) are the latest tangible results of this energy. And we keep going.

Mark your calendars for the October MCA Meeting – It is going to be something special. Not only do we have a world class presenter coming to talk about PrimalBranding (wow, what a great visceral name) we, the MCA, will have our great reveal. Don’t miss it. Invite your colleagues, your friends, and your clients who might benefit from a powerful brand.


A coach only has one item on his agenda – the client’s success”

I found this when reading a back issue of Choice in an article by Kelly O’Neil. This really strikes a chord in me. YES, we do have an agenda as a coach. YES, this agenda is what makes coaching powerful. And WOW, how often is that NOT our agenda when we are coaching. What does this bring up in you?


As part of my passion and love for the industry I read a lot about the industry. My favorite resource is a new online magazine/newsletter/blog about the coaching industry. Its called the Coaching Insider. It is a mix of NYTimes style reporting “with a healthy splash of Variety magazine.” II believe it was started by Susan Austin of Coachville fame and has contributors from all over the globe. Not only that, you, the reader can talk back to the articles, add your experience, offer your rebuttal, share your epiphany. It is free and wow – what great insights. View the current issue.

Lately I have been reading up on back issues of Choice Magazine. If you are like me, I was a little skittish about signing up for this magazine. I don’t know if was because of its price or sporadic printing, but I held off for quite some time. Well, I finally bit the bullet and bought all the back issues and signed up for a year. WOW! What a GREAT magazine for our industry. Insightful and professional and they bring in great authors to write and share their wisdom and tools. Our own Marcy Nelson Garrison, CPCC is a regular contributor on the latest coaching tools and toys. The ETHICS side of me really enjoys the “Sticky Situations” regular article. http://www.choice-online.com

  • What about you?
  • What are you reading?
  • How are you keeping abreast of the Industry? - I want to know, drop me a line

At the last few Minnesota Coaches Association meetings I have been sharing with people the new definition of coaching that I am using.  Almost everyone has wanted a copy of what I said so I am including it here with a little background.   I did not invent this definition.  Dave Buck of Coachville did last Fall.  Most of the definitions that I have seen, including Coachville’s are several sentences if not paragraphs long.   Dave Buck set out to create a new, clear, concise, and provocative definition for coaching that reinvents our understanding of what a coach is. 

Coaching is inspiring an individual or a team to produce a desired result;
through personalized teaching, expanding awareness, and designing environments.

Myth number One of Dave Buck’s “10 Myths About Coaching” series is that Coaches don’t know how to market themselves.   Dave remarks that at the core of the issue is not that that they don’t know how to market, which may also be true, but rather it is the fact that the industry and therefore coaches do not truly know what coaching is.   As an industry, we don’t have a clear and concise definition of what coaching is. 

I really like this definition.  I think it truly speaks to what masterful coaching is about.  I feel where this definition really excels is in the trilogy of method.  1)Personalized Teaching 2)Expanding Awareness, and 3)Designing Environments.   It is these three elements together that distinguish us from every other “similar” profession who use one or two of these elements but not all three simultaneous and great coaches do.

I have had several people comment and express curiosity about different aspects of the definition that challenged them. 

#1 was with the word “inspire” –I want you to think about your favorite coach, what makes you want to work with them.  Do they inspire you?  This definition sets the bar higher for everyone.  What if we as coaches really do inspire our clients – what then is possible?

#2 was with the concept of “personalized teaching” – This is at the core what I personally think coaching is about.  Julio Olalla speaks of coaching as being in the domain of learning.

#3 “designing environments”  - If you really want to make changes last and have the desired results we need to look at, enhance, refine, and design the environments in which the change is occurring everything from the physical dimension to the emotional environments.  If you don’t effect a change in the environment the likelihood of regression is great.

To read more and to see Dave’s comments about the elements go to

http://www.cvcommunity.com/utility/showArticle/?ObjectID=1807

Try applying this definition to your coaching today.  What would change if you started coaching from this definition?

Matthew Egan Rochte ~ MCA President 2005

May MCA President’s Letter
Credibility gap – Coaches Without Their Own Coaches.

To continue the discussion about credibility in coaching provoked by Richard Leider’s comments (see April Catalyst) I want to discuss something I am passionate about.   I strongly believe that coaches should have their own fully paid coaches.  

Last year I shocked the Fast Company Coaching SIG that I was hosting by publicly rejecting an offer to do buddy coaching with a coach who didn’t have a coach nor want to pay for one.

What does this say about you?  What are we saying about our profession when we are not willing to pay for coaching ourselves. 

You only evolve to the level of the community you associate with.

Do you want to evolve as a coach?  Do you want to get better, sharper, cleaner, more masterful, have a sustainable practice?  

I have moved away from buddy coaching and moved into hiring coaches outright if I value their work and vice versa. It is an issue of industry and personal integrity. Do I value the profession enough to pay for it myself? Last year I worked with and paid for four coaches concurrently (yes you read that correctly) in addition to working with peer coaches in the Arbinger Network.        

I am not saying peer coaching is a bad thing, I actually have two peer networks from whom I get coaching regularly (Arbinger & Corvus Enterprises).   I would actually encourage you to have peer coaches to help you get better.  Though peer coaching alone is not sufficient if this is your profession.

Don’t you want to become the best coach you can be? 

Go hire a coach or three to help you be just that.  Hire a coach that will get you there, that will stretch you, that will take you into a new level of thought, that will elevate the community you associate with. 

If you wish to discuss a coaching or mentor coaching relationship with me, I am open to that just don’t ask to be my buddy coach.   My favorite clients are business owners creating sustainable businesses and second seasoned coaches who want to get at the soul and art of what coaching is. In the case of the coaches, I get both my favorites in one..

I let people know who my coaches are on my website.  How about you?

http://www.workingintentionally.com/matthewcoaches.htm

Matthew Rochte

MCA President

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