What is coaching?

executive coaching and mentoring

One to one performance coaching is the way for both organizations and individuals to significantly impact the bottom line.

Why is coaching important? To survive and prosper in these tough times, your organisation has to be performing at the highest level of effectiveness.

This means leadership skills, decision-making, staff relations, creativity, stress and time management, meeting control or sensitive issue handling, has to be of the very highest order.

Executive coaching can help you in all those vital areas and more, because it's all about the future ...

... discovering your hidden potential and achieving it – fast!

What is coaching?

The Chartered Institute of Personnel and Development (CIPD) lists some characteristics of coaching in organisations that are generally agreed on by most coaching professionals: -

  • It consists of one-to-one developmental discussions.
  • It provides people with feedback on both their strengths and weaknesses.
  • It is aimed at specific issues/areas.
  • It is a relatively short-term activity, except in executive coaching, which tends to have a longer timeframe.
  • It is essentially a non-directive form of development.
  • It focuses on improving performance and developing/enhancing individuals skills.
  • It is used to address a wide range of issues.
  • Coaching activities have both organisational and individual goals.
  • It assumes that the individual is psychologically healthy and does not require a clinical intervention.
  • It works on the premise that clients are self-aware, or can achieve self-awareness.
  • It is time-bounded.
  • It is a skilled activity
  • Personal issues may be discussed but the emphasis is on performance on work.

This is how the International Coach Federation defines the basic coaching competencies:

  • Meet ethical guidelines of the profession
  • Ability to establish a coaching agreement
  • Ability to establish an intimate and trusting relationship with the client
  • Ability to be fully present, conscious and spontaneous
  • Ability to express active listening
  • Ability to ask powerful questions
  • Ability to be a direct communicator
  • Ability to create and raise the client's awareness
  • Ability to design and create action plans and action behaviours
  • Ability to develop plans and establish goals with the client
  • Ability to manage the client's progress and hold him/her responsible for action

The core of coaching is building rapport, asking powerful questions and setting goals.

What is Executive Coaching?

Brefi Group provides corporate coaching, which is executive coaching undertaken within the context of an organisation's vision, mission, values – and strategy. By working within an organisation as well as with individuals, corporate coaching extracts the synergy that is greater than the sum of the parts.

The International Coach Federation has researched the qualities needed by an executive coach, such as:

  • A firm grounding in business knowledge and competencies
  • Thorough understanding of the world of the executive leader
  • A broad understanding of leadership and leadership development
  • Knowledge of systems dynamics (organisation and community)
  • Knowledge of the framework of adult development
  • High standards of personal and professional ethics
  • Highly developed communication proficiency allowing us to operate in the executive's environment
  • Advanced coaching skills and capabilities
  • Stature and reputation that gains respect
  • A commitment to lifelong learning similar to the leader him/herself

Find out about the differences between coaching and mentoring and about corporate coaching and business coaching or return to the coaching home page.

"Discover the art of natural coaching"

What to do next

positive results

Thank you for your interest in Brefi Group's training programmes. To contact a representative about how Brefi Group can help with coaching or coach training, use our contact page.

Alternatively, if you would prefer to talk to one of our consultants, then call +44 (0) 121 288 3417.


Brefi Group designs, develops and licenses coach training programmes for managers who wish to improve their leadership style and for individuals who wish to qualify as professional coaches.

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