chapter  1
15 Pages

Coaching – why all the attention now?

Twenty years ago, few people would have talked about coaching unless it

related to sports performance. There it would have been recognized as a signal

that the person had abilities that could be best developed through having

focused attention on reducing technical weaknesses. Successful sportsmen

would pay tribute to their coaches as key to achieving their goals. At the same

time, to say to a manager, who would happily pay for tennis or golf coaching,

that they needed a coach at work would have been seen as an insult. It would

imply that they were underperforming, when career success rests on signalling

to an employer that you are always performing to your full potential.