Everyone has their own Agenda Except a Coach
The cardinal rule of every coach is that there is only one agenda; that of the client. Very often business owners will claim that they don't need a coach because their spouse, business partner, fellow director, commercial colleague or friend down the pub acts as a sounding board for them already. They will claim that wherever they need support there is already someone they can turn to. They will claim that they already have personnel on staff that they pay to support them, so why on earth would they need an expensive external corporate or executive coach?
No doubt their spouse, business partner, fellow director, commercial colleague or even the friend down the pub can sometimes be useful. No doubt the team they build around them are often capable of providing some support. But there is also no doubt that each of them; their spouse, their business partner, their fellow director, their commercial colleague, their staff members and yes, even the friend from the pub will all have their own agendas.
Sometimes these agendas will be subtle and unintentionally covert, other times they will overtly be designed to support a point of view, an approach or fulfil some other need belonging to the person who owns that agenda. Everyone has a point of view and there is a time and a place when those points of view are useful and should be explored; however it is not the right time nor the right place to explore these and other agendas when a business leader is attempting to formulate their own thoughts and determine their own most appropriate plans of action. It is a mistake to confuse the use of another person as a sounding board with coaching. They are not the same thing. They do not even share any common ground. A coach has no other agenda than that of the client; the coach's success can only be judged by the level of success the client achieves. This is not so with any of the sounding boards. There is no place in a coaching relationship for ‘I told you so’, because a coach will never tell you to do anything. A coach will ask you questions, pushback on your assertions, challenge your assumptions and present you with structures of thinking as opportunities for you to improve your own performance.
There is no other relationship like that of a coach and a client, because no other relationship genuinely shares one single agenda.
Choices abound – a coach helps you find them amid confusion
A business owner may not profess to know it all, but will often jump to the conclusion that they ‘know enough’ in order to make a choice. In other words they limit their choices by their assumptions. They avoid confusion by staying within a limited field of thinking but by doing so, limit their choices.
In most cases entrepreneurs get used to making decisions on their own; they are often successful because they are dynamic, yet once a business starts to stabilise and grow these same traits can work against them. They mistake engagement with a ‘sounding board’ as an opportunity to argue their case and prove themselves correct. They mistake in argument for a discussion and replace the goal of being successful with the goal of proving a point. It feels like a controlled way of navigating through confusion but in reality is deluded. Most bad choices come about this way. Good choices come about by examining all possibilities. A coach can't guarantee that all possibilities will be found but it is highly likely that more will be uncovered as a result of their interaction.
A coach will not have the answer, and even if they did, would not proffer it, because the coach is skilled in moving their client away from the need to defend a position. A coach is not interested in the client proving themselves right, but is very interested in ensuring the client explores as many potential choices that might be available. A coach has no position to defend, no axe to grind and no presupposed ideas as to what might be the best choice. However discussing the issue with an appropriate coach is the best chance any entrepreneur has of making the right decision.
Practice happens in a safe environment with a coach
Repetition is the mother of all skill. The more you do something the more comfortable you get with it, the more you explore something the more distinctions you find, the more you examine something the more you understand it.
An actor would no more take the stage in a Shakespeare play without learning his lines than a singer would stand in front of a full auditorium without knowing the words of the song. What they have in common is the recognised need to practice and rehearse if they want to be effective in what they do.
Entrepreneurs face new and challenging situations all the time. Some situations will genuinely be ‘first-time experiences’; others will be something that they've come across before but they don't experience regularly. Many times these situations will be important to the business; perhaps an important member of staff isn't performing to the level required; perhaps it's crucial that a particular order is secure; perhaps it's vital for the future of the business that the workforce are engaged positively in change? In these and many other situations the role of the entrepreneur and the skill with which they perform it is open to scrutiny as any actor or singer.
Working with a coach provides an opportunity to think about the best way to approach these situations, and then to practice them with the coach. A skilled coach will not only provide feedback but will also prompt the entrepreneur to analyse and evaluate their own performance. Practising with a coach is an excellent way for an entrepreneur to be effectively prepared.
Clarity – it’s hard to see the wood for the trees without a guide
Overwhelm can be a problem. An entrepreneur can find themselves with so many matters to attend to that it is easy to feel that there are a just too many things to do and too little time to do them; this leads to a feeling of being overwhelmed. Such feelings can lead to inertia, procrastination, excuse making, blame and generally being disgruntled. When overwhelm is combined with pressing and important business considerations then it can be a real problem.
The lack of clarity, in terms of action, direction or both, is usually damaging. Remember that the coach has no other agenda except the success of their client; they therefore don't bring anything to the table except their skill in unravelling the perception of overwhelm and regaining clarity.
The coach will help organise thoughts, prioritise actions and determine both short term targets and longer term strategic goals. The coach will help the client detail their actions so that every step takes them closer to the achievement of those targets and goals. It may sound simple but the reality is that when a person is in a state of overwhelm they are difficult to communicate with; however an effective business coach will have the training, experience and skills to overcome these difficulties and help the client to be more effective.
Once clarity has been established and a clear path of action decided on their self-confidence, enthusiasm, energy and a sense of direction all return.
Resources – often in short supply and always needed
Typically entrepreneurs are pragmatic in their approach; they tend not to be overly concerned with organisational issues beyond the immediate need. This means that they do not spend money unnecessarily. Problems will be addressed when they arise and dealt with accordingly. In most instances they will hire people to fulfil only what is necessary; rarely will they employ spare capacity to cope with future needs.
Very often those initial hires gain the training and skills that they need along the way as they grow in line with the business. However there are also occasions when the business has a lack, particularly in the field of management and business experience.
A business coach will also have the capability to mentor the client when appropriate; not necessarily (or even desirably) with examples from their own experience, but with the provision of tools, techniques, observations, research or methodologies that would not otherwise be available to them. The business coach is neither a teacher nor a guide; is not a guru or a fountain of all knowledge; but they are a powerful resource of information and knowledge.
Hard Questions tend not to be asked by anyone but a coach
With the exception of a coach, every other person that the entrepreneur interacts with must interpret things personally; they must determine what effect something has on them. A spouse may well be as concerned with maintaining the personal relationship and not want to rock the boat unnecessarily. A business partner may get caught up in the same issues as their fellow entrepreneur and hence be unable to ask the hard questions. A banker may only be concerned with the ability of the business to pay its debt, a supplier with the desire to maintain orders or employees not wishing to be seen as anything but positive.
Each one of them puts their own needs first even if they are attempting not to; they can't help it, it's just human nature. As entrepreneurs are usually quite forthright in their opinions and sure of themselves, it can be very difficult for anyone closely involved with the business or them personally to ask challenging questions. They may be concerned about the meaning the entrepreneur will attach to such questioning; will this person think them disloyal, be concerned that they have their own agenda or the angry with them? Even if the entrepreneur doesn’t mean to; they carry with them a power to silence people who might otherwise have something important to say.
The positional power that comes with being an entrepreneur should not be underestimated; even the friendliest of individuals can find themselves unquestioned, not because they are infallible but because the potential questioners fear an unfortunate response should they choose to intercede. A coach has no such fear. A coach contracts with their entrepreneur to be the person who asks the hard questions; the questions that perhaps no one else dare ask.
Reality Check - it's the coach's job to help create success
It is very easy to become insular when caught up in a high-pressure business situation. Many businesses have floundered on the rocks of unachievable budgets, and many an entrepreneur has fallen victim to believing their own hype. It's understandable that the familiarity gained in the planning process and of the intimate details pertaining to what ‘should’ happen, morph into hubris. It may be unintentional but it can be fatal. Projected revenue targets become thought of as a certainty and planned expenditure as a necessity; without a reality check disaster is inevitable.
Tasking staff members to be realistic with their projections, forecasts or budgets has limited value if carried out in isolation. When times are difficult it is hard for employees to be realistic enough to suggest that their own positions might be in jeopardy, or at the least in need of review; a little like asking turkeys to vote for Christmas. When times are good it's very difficult for employees to maximise opportunities for fear of not meeting their targets; in such cases ‘realistic’ is reinterpreted as easily achievable and opportunities are missed.
Being outside the day-to-day operation of the business allows the business coach a different point of view. A coach will ask questions and the answers to which will confirm or deny any assumptions the entrepreneur might have held. The value of this approach to a growing business should not be underestimated. On the one hand there is ample evidence that entrepreneurs have revised their decision-making to be more cautious based on such discussions, and on the other that more aggressive and far reaching decisions are being committed to successfully as the result of a reality check with the business coach.
Some interesting statistics about barriers to success:
There are of course lies, damn lies, and statistics; however these barriers to success were identified in the study of 549 entrepreneurs carried out by researchers from Akron, Southern California and Duke University's in the United States:
- 98% Lack of risk-taking93%
- Lack of time and effort
- 91% Lack of financial capital
- 89% Lack of management and business skills
- 84% Lack of start-up know-how
- 83% Lack of industry or market knowledge
It’s interesting to note that all of the above are issues regularly addressed and effectively dealt with in the process of business coaching:
Once an entrepreneur is taking the one risk of hiring a good business coach, they have effectively put in place a method by which all future risks can be properly assessed. Decisions and actions taken by an entrepreneur following a coaching session are far more likely to be taken with confidence. It is much easier to take risk related decisions when the issue has been analysed and probed.
Business coaches are not trainers but part of their role is to mentor where appropriate and bring to the table useful tools and techniques; one of which will inevitably be a way to effectively manage time and establish priorities. Once an entrepreneur has been reminded how to easily identify those things which are urgent and important (as opposed to those that are not) then crossing this barrier becomes much easier.
Establishing Capital Needs and Financing
The fear of not having enough financial resources can often be a bigger barrier then any actual cash shortfall. Cash flow forecasting and methodical consideration of appropriate alternatives to the raising of finance provides clarity; and with clarity comes confidence and effective action planning.
Effective Business Management
Most entrepreneurs will have a skill and passion for a particular area of business; rarely entrepreneurs are rounded general management experts. It therefore follows that there will be gaps in their knowledge. It is both impractical and inappropriate for the entrepreneur to engage in extensive training at this point in their career; hence appropriate mentoring by a business coach to fill the gaps as and when they appear is very effective.
Bullet Proof Start-Up’s
A typical entrepreneur will not have had very much experience in setting up a business, whereas an experienced business coach will have gone through the process many times and in many different circumstances. The experience and skill to know what questions to ask and when to ask them is incredibly helpful. Typically a business coach will help the entrepreneur gain clarity over the end goal before they even start (as without a strong emotional purpose it makes giving up when times get tough more likely); liquidity requirements will be established; the viability of the business will be tested; the feasibility of launching the business in a particular market will be scrutinised; the skills requirements will be analysed; routes to market will be thought through; and a solid plan will be established.
Asking Effective Questions
Assumptions are the downfall of many a promising enterprise. The barrier of lack of industry or market knowledge can be overcome by both effective testing and the asking of appropriate questions in the right place. It is the structural thinking behind these questions that makes the input of a coach so valuable.
If there are some fundamental ‘truths’ about entrepreneurs, then experience suggests that they are here…
Observed entrepreneurial behaviours:
This list is neither definitive nor all-encompassing, it's also not the result of any statistical study or scientific analysis; it is however drawn from 15 years of working with entrepreneurs and many thousands of hours coaching them. Of course not all the behaviours apply to everyone, indeed I can think of one or two people who might raise an eyebrow at this list for fear that some of it might apply to them. Yet I can think of many more that will recognise most, if not all, of what follows.
The purpose of the list is not to ridicule entrepreneurs or suggest that they are in anyway deficient; quite the contrary, they are often successful in what they do because of these behaviours and not in spite of them. Having a coach has helped them use and adapt their natural behaviours for their benefit, and adjust them whenever appropriate.
Gestures that give clues to behavioural intent
A good business coach will be trained and experienced in recognising body language clues and in ways to help with typical entrepreneurial behaviours.
Every Entrepreneur needs a Business Coach
Having read these observations I hope you now agree that every entrepreneur needs a business coach. The question is not ‘if’ they need one, but instead; who is the best one for them.
Being someone’s business coach is a privilege and an honour. It tends to be a longer term relationship than other coaching assignments or coaching interventions.
The fundamental rules of coaching still apply, one of which is to ensure the client never becomes dependent on their coach.
There is no conflict between having a long term relationship and dependency as one does not imply the other. A good business coach will be held in esteem by their client for the value they continue to bring to the business enterprise; as a business coach is a valuable resource.
Who needs a coach? Everybody.
I have now been working with Martin Goodyer from Notion for over 4 years, having previously engaged in a previous coach for 6 months, I have found the time working with Martin invigorating. I first engaged in a coach due to experiencing the frustration of the following:
- Working long hours and not getting where I wanted to be in my business life.
- Knowing there was more potential within me and wanting the key to unlock, release this potential
- Wishing for a better work life balance (your choice)
- Wanting to have a better understanding of both my mind set and other key decision makers I both employ and do business with.
- Wishing for the turnover and more importantly the profit that could be, but did not understand how to get to it.
- Understanding the impact of the forthcoming recession and how to deal with it (now 4 years ago)
- How to massage issues in your favour. Think structure not issue.
Not all coaches are a match to you, so if you do not meet your real true coach for the 1st time please do not give in on coaching, I didn’t.
The time I have spent with Martin has seen Orton Electrical not only survive the recent recession but also thrive in a declining and difficult construction based market. We have had our hard times however with the support of Martin I have made the correct decisions. Orton Electrical in this time have grown from one fragile company to three thriving companies, we have grown from almost a one man band to a stable and growing group of companies employing in excess of 30 employees and increasing.
If you are considering employing a coach, and you should be, I cannot express to you that the time you spend with your coach can not be measured in the terms of money. It is your time, time that you should take out of your working day, I was one that did not have time running from one fire to another, the chief of fire fighters, make time, believe me if you make time to invest in your future. You can do what I have done with the support of your coach.
I did question the money that I spent on employing a coach, and still do in the tighter times. Please do not let this stand in your way of employing your coach, it is an investment, an investment in you and your future. I believe I may be the most longest standing coachee with Martin and cannot see any reason that I will not be coached by Martin for the next 3 years. Each time we meet we do not stop talking, discussing structure not issue, running cinereous and role plays.
Oh one other thing, it is not your coach that can make all this happen it is you !!! with the support of your coach.
I have not been paid to say this reference, but proud to have Martin as my coach.
Thank you Martin for being my coach.