CHAPTER 1
WHAT MAKES COACHING THE PERSON SO POWERFUL?
Ideas are our rules—for better or worse.
—JOHN DEWEY
USING COACHING SKILLS has become a critical competency for leadership in global companies. Coaching credentials are required by most corporate buyers when hiring external coaches, even when they aren’t sure what the credentials represent.
On the consumer side, awareness of the value of coaching is growing.1 Unfortunately, according to the Federal Trade Commission, some people still lose a great deal of money to those who sell “business coaching packages” that promise big money from their programs.2 Though the number of individuals hiring coaches is growing worldwide, we still have work to do to teach the public how to evaluate if coaches ...
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