Phil Higgins on the Eight-Step Coaching model used by pharmaceutical giant Pfizer

Any successful, professional sports person has a coach, whose role is to encourage, challenge and motivate the athlete to achieve their true potential. In the working environment, the same principles apply. The benefits of coaching include an increase in the individual’s overall performance, greater motivation through an acknowledgement that the individual is being developed, leading to greater retention and succession planning.

Profile of culture and aims of coaching programmes:

In families, organizations, and indeed even our society, one of the reasons for failure is the inability by leadership to establish and enforce accountability. Accountability in leadership is a topic that is not frequently discussed and the result is often relating to compliance to procedures, following work rules, treating customers with respect, achieving results, and getting along with co-workers. Accountability is at the heart of empowering people to perform well, demonstrating initiative, and acting responsibly. When a climate of accountability exists, things work smoothly; and when it is absent procedures fail and policies are ignored.

In order to successfully position your organization in the marketplace, leadership teams must create a compelling and distinctive value proposition. Customers must believe you are there to champion their needs, not just to make a profit. However, defining a really attractive value proposition is actually the easy part. The hard part is getting the organization totally aligned and in sync with a customer focused value proposition. Everyone in the organization must understand and see that the customer is part of their personal responsibility. This customer-oriented culture relies on front line leaders that help people understand how they fit into the strategic management of the business and why they matter.

In order for your organization to achieve market leadership development, a focused, first class strategy is required. Leadership within the organization must create a truly compelling and distinctive value proposition under this strategy that will cause customers to seek you out in an over-crowded, competitive field. Forming a really attractive value proposition is often the easy part. The harder part is creating a customer oriented culture to support the proposition. You can master the art of improving the value of your products and services and become a very tough competitor, but it is simply impossible to achieve market leadership without being effective in the discipline of customer intimacy. Let’s face it, most of us know those suppliers and vendors whom we refuse to work with because of the poor response we receive when problems develop.

A Year Long Process

This past year, I had the opportunity to spend five weeks with a group of twenty five middle-level managers from Latin America. We were involved in a program designed to help the group focus on a series of leadership skills that would ultimately add to their leadership development. This great experience culminated just this past week with some great training experiences. Even more exciting was what has happened in the lives of these participants over the course of a year.

A few years back, a friend of mine was laid off from his high paying corporate job. Prior to this, he was living the good life, as they say. A very expensive home, a new luxury car, vacations to the best places, and it seemed as if my friend had money growing on trees. I was very happy for him.