MINNEAPOLIS  --  As executive coaching continues to expand, the field is shifting away from a therapeutic model to a greater emphasis on business performance and leadership development, according to Minnesota executive coaching firm CO2 Partners.

 "Coaching has already changed significantly since it emerged barely 15 years ago," said CO2 Partners President Gary Cohen.  "Coaches initially came from psychology or counseling and their mission was to solve a problem with a rising manager, like an overly assertive management style or poor interpersonal skills.  The subject of an intervention often suffered a stigma, so the coaching was done on a confidential basis, sometimes even without HR´s knowledge."

 In the past decade, coaching has become increasingly professional and leadership development is now the largest market segment, said Cohen.  "It´s a very dynamic field and buyers aren´t always sure what ´leadership development´ actually means, so the specialization trend continues.  A coach is no longer just a coach.  One has to be a certain type of coach."

 One striking trend, according to Cohen, is the growing demand from individuals.  "Although it´s hard to get a fix, we estimate as much as one-third of coaching for small to mid-size firms is initiated by the subject, not HR or the employer.  It´s important for potential buyers and users to identify the nuances among the different types of coaches and to align with a kind that best meets their needs.  The deliverables, styles and outcomes vary significantly."

 Among the major segments:

 -         Career coaching  --  Career transition consultants work with individuals (some employed and most unemployed) seeking a job or career change.  Dominated by career transition firms which were originally just doing outplacement work, the style is more aligned to counseling than coaching.  This segment is expected soon to plateau.

 -         Intervention coaching  --  Once the only kind of coaching, intervention was made to help promising but problematic managers.  This segment has declined in recent years due to the stigma attached to it.  Most organizations are not prepared to invest resources to help struggling employees.  The preference is to build on employees´ strengths or move them out.

 -         Command coaching  --  Also known as ´directive´ coaching, there is always a need for a drill-sergeant type of coach.  Although better understood not as coaching but instructing, it will remain a steady area of specialization.  The entire fitness coaching model is built on the concept "I want someone outside of myself to hold me accountable."

 -         Therapeutic coaching  --  Providing nurture and support is losing ground among corporate buyers, but will remain in great demand among individuals.  While most coaching initially started out with this emphasis, the trend has been to place this need in the hands of healthcare professionals and therapists, not executive coaches.

 -         Business coaching  --  Expert assistance for executives and business owners has recently emerged as its own specialization.  But despite growing demand, business advice is still the smallest market segment.  Qualified business coaches have real world experience, agree up front the success criteria, and can as a rule demonstrate ROI from their contribution. They should have the ability to look at both the individual and the business, increasing the strength of the leader as well as clarity to improve organizational performance.

 -         Attention-management coaching  --  Sometimes known as "time management," this revamped segment will continue to enjoy a robust market.  Knowing on what to focus one´s attention and when is a learned capability that can distinguish great leaders from good leaders.

 -         Life coaching  --  A comparatively new part of the coaching market, this segment does not have a significant corporate following.  Of all types of coaching, this one seems open to anyone seeking to enter the field.

 Cohen acknowledges that the typology oversimplifies a complex marketplace.  "Certainly there´s always overlap in mission and approach, and every coach tends to bring his or her own perspective and expertise.  Nevertheless, I would invite buyers and users of coaching services to understand the shifting marketplace and develop greater savvy when it comes to bringing in a coach."

 Based in the Minneapolis-St. Paul metro area, CO2 Partners provides executive coaching services to leaders of small to mid-sized organizations throughout the U.S.  They provide clarity in order to stimulate positive personal and professional action, resulting in sustainable improvements.  Gary Cohen is author of "Just Ask," to be published in 2007.

Contact:   Gary Cohen, President, CO2 Partners, 888-735-2710 - or - Shari Fryer, Shari Fryer & Associates.com, 970-846-6607.

Shari Fryer

President

Shari Fryer & Associates

970 846 6607

shari[at]fryerassociates.com

www.fryerassociates.com

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