The WELLMED Burnout retreat will provide a space for practitioners to examine how we can reconcile the individual and organizational aspects of burnout.
Curated by: Carol Kauffman, IOC Executive Director
Director's Corner
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Successful Coaches Are Science-Focused Marketers
What is “Science-Focused Marketing” for coaches?
First, we learn about coaching science — theories and research supporting coaching techniques and positive outcomes. Second, we apply coaching science to improve skills and outcomes. Then we can engage in science-focused marketing by effectively explaining coaching science to prospective clients.
I’m still surprised at how effective science-focused marketing can be. Just this week, when pitching a coaching program to a biotech firm, the CHRO asked a question and I launched into a description of concepts from positive psychology and neuroscience that underpin effective coaching techniques. I mentioned how “activating the parasympathetic nervous system” opens up big picture thinking, widens focus, and accelerates innovation. The CHRO’s face lit up — “this is perfect for our scientists, I love it!”
What did she really mean? This tiny data download gave her the kind of ammunition she needed to persuade the executive committee to fund the leadership development programs that are desperately needed in her organization.
When answering her question, I was drawing on the science featured in IOC resources such as conference videos, webinars, interviews, and articles. For instance, I referred to the work by IOC thought leaders — from Richard Boyatzis and Rich Ryan, to Barbara Fredrickson and Amy Edmondson.
This month we feature Suzy Green’s research on coaching and positive psychology, as well as Dorie Clark’s webinar and book on marketing and Brian Underhill’s study of what executives want from coaches.
Marketing your coaching programs with short tutorials on coaching science is highly effective.
The world needs more of us — coaches who understand the importance of integrating science in our both our work and how we talk about the value we offer.
Carol Kauffman, IOC Executive Director
Featured Research
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This study compared a cognitive-behavioural, solution focused (CB-SF) coaching intervention and a positive psychology intervention (PPI) utilising a randomised control trial design. PPIs are described as volitional activities focused on enhancing well-being and promoting flourishing through helping people to change their feelings, behaviours, and/or cognitions drawn from the science of positive psychology, whereas CB-SF coaching is construed as the application of specified psychological knowledge within a goal-focused coaching process. To date, there has been no research that compares the impact of coaching and positive psychology programs in the same study. The purpose of this research was to compare the relative effectiveness of CB-SF coaching and PPIs with adolescents in a school context. Seventy-three (73) Senior High School (Year 11) students (male and female) were recruited from two selective high schools in Sydney, NSW, Australia. Participants were randomly assigned to one of three conditions for ten weeks. The first group received CB-SF coaching, the second group received a PPI, while the third group was a “Well-being as Usual” control group. Compared with CB-SF coaching, participation in the PPI led to increases in mental well-being, although these findings were less pronounced at a nine-month follow-up time point. The CB-SF coaching was associated with increased academic goal striving compared to the PPI and Controls post intervention however gains were not maintained at the nine-month follow-up time point. Trends for the variables of depression, stress, and cognitive hardiness were in the expected directions, although effects were not statistically significant. Overall findings suggest that both types of proactive mental health interventions have great potential to contribute to the well-being and academic goal-striving of an adolescent population, although more research is warranted.
Videos
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Dorie Clark has built a seven-figure, one-person business as an executive coach and consultant. In this webinar inspired by her book Entrepreneurial You, which was named one of the Top 5 Business Books of the Year by Forbes, Clark shares specific strategies for how coaches can move beyond simply ‘trading time for dollars’ and develop new income streams – including passive income. In this webinar, you’ll learn how to: ...
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In this webinar, IOC Harnish Research Grant recipient Suzy Green shares exciting details about one of the first evidence-based coaching interventions ever studied that compares a positive psychology and a goal-driven approach with adolescents in a school context....
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Brian shares what the top 4 and bottom 4 things executives want when hiring a coach. He makes it clear how to put these insights into practice.
Be sure to also check out Brian's related blog post: I want a coach who has done my exact job before – but bigger!
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Coaching is immensely fulfilling – but there’s only so much time in the day to work with clients. Many of us, frustrated with “trading time for dollars,” have sought strategies to build passive income and develop multiple revenue streams.
Duke University adjunct professor Dorie Clark will share research-based strategies for how coaches can earn more by developing new income streams. She’ll also share her own experience, including how she grew her revenue by more than $200,000 per year.
Books
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What does it take to create the career you want? It’s no secret that the world of work has changed, and we’re shifting toward an ever more entrepreneurial, self-reliant, work-from-wherever-you-are economy....
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Positive Psychology Coaching in Practice provides a comprehensive overview of positive psychology coaching, bringing together the best of science and practice, highlighting current research, and emphasising the applicability of each element to coaching....
News & Events
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The WELLMED Burnout retreat will provide a space for practitioners to examine how we can reconcile the individual and organizational aspects of burnout.
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Deadline: May 31st, 2019
We seek well-referenced articles, drawing on a wide range of sources (not only the literature on coaching) providing original, rigorous and compelling thinking as to how coaching can have a greater impact.
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We invite you to share your research on all aspects of coaching during the 2019 “Coaching in Leadership and Healthcare” Conference. The Conference is organized by the Institute of Coaching, McLean Hospital, and Harvard Medica





