Coaching is becoming a more credible profession as it offers many positive outcomes to multiple niches. What is interesting is that the actual served market is quite small relative to a massive available market (as so many people could benefit from coaching). As more coaches are becoming certified is the market demand growing at a similar (or greater rate) to meet this capacity and what can be done? This represents a critical crossroad for the Profession of Coaching.

The answer to this actually lies Read more »

The profession of coaching is struggling to gain acceptance in main stream primarily due to lack of education, poor communication of the value proposition and finally, how coaches position their businesses. Add to this the lack of understanding of who in fact makes up the market for coaching.

In marketing language, they talk about two constituent groups, namely the Total Served Market and the Total Available Market. Let’s understand what these represent and then contextualize it for the Coaching Profession.

In the last two blogs we discussed how there are a set of circumstances emerging that is forcing leaders to reconsider how they can be most effective now and into the future. This, we explained, was being driven by two factors.

The External Environment which is moving from

Local to Global Economy Left Brain to Right Brain Education Survival to Abundance Acceptance to Meaning

The Internal Environment explained the human impact of

Multiple Careers Involvement with Creative Endeavors Feeling Valued Having Fun

So, given that this is how the environment is being shaped, what does this mean for leadership effectiveness in the 21st Century?