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Purpose of Coaching in Management


According to Northouse (2007), a number of theories and strategies have been developed to enhance the performance of individuals within an organization and the organization at large (Peltier, 2009). Most of these theories and strategies focus on the managerial organ of an organization. The management plays a critical role in ensuring that an organization as well as its subjects achieves their short term and long-term goals and objectives. To achieve all this, it is the duty of the management to put in place effective and efficient leadership strategies. In an organization, leadership is essential is it determines the communication channels that will be present, motivation, teamwork and consumer relationship (Kaplan, 2010). However, leadership and management mainly focus on improving the performance of an organization as a whole. From this perspective therefore, it is difficult for the management to nature and enhance the talents of individuals within an organization. With this realization, the concept of coaching has greatly developed in the field of management.

Several decades ago, the term coaching was relating with the training of students and athletes to enhance their performance in their respective fields (Flaherty, 2010). However, the concept of coaching is slowly creeping into the managerial world. Entrepreneurs, businessmen, government institutions, and non-profit making organization are using the concept to enhance the performance of their subjects. The application of this concept has greatly increased especially due to tough economic times that have led to downsizing of organization in order to reduce operating costs (Stogdill, 2001). In addition to this, most organizations prefer to coach their employees to take over higher positions within the firm that to employ individuals who have the skills and experience. On this grounds therefore, the concept of coaching has become essential to ensure the effectiveness and efficiency of an organization (Peltier, 2009).

Critical Analysis of Coaching

I have been a minister for the United Methodist Church for over thirteen years. All through this time, I have been involved in a number of activities for the church that have all required the application of the concept of coaching to achieve desirable goals and objectives. However, from a critical analysis of the concept and actions that I had been applying, there are a lot of similarities and differences to the concepts that I have managed to gather from the course so far.

As a pastor for ten years and a missionary for three years, I have applied the coaching concept to achieve given goals and objectives between my clients and me (as the coach). As a coach, I have aimed at achieving effectiveness and efficiency, orderliness and smooth running, accountability and transparency in the programs that I have led and between my clients and me. The considerations of these factors will increase the ease of attaining the set goals and objectives.

Prior to this course, I used to apply the concept of coaching to improve the overall performance of an organization. However, I have come to realize that the concept of coaching is much efficient when it focuses on individuals rather than an organization as a whole (Flaherty, 2010). This is because different individuals have different needs and capabilities. Having this in mind, a coach can be able to understand the strengths and weaknesses of a client. This will enable the coach to put much more emphasis on the client’s strengths and work to improve on his/her weaknesses. In the process, the coach will train the client to monitor and control his/her performance to achieve the set goals and objectives. This is essential especially on an organizational setting where the management seeks to recruit a given individual to take up a specific task or to develop the skills and performance of all individuals who form an organization to increase the ease at which promotions shall be handled (Peltier, 2009).

However, there are similarities between the coaching concepts that I used to apply and the concepts that I have learned in the course so far. Most of these concepts mainly apply with my work as a missionary in Malaysia. One of the basic principles of coaching is to improve the overall performance of an individual toward a given activity. This enables such an individual to be competent in the roles, duties, and responsibilities that fall under their jurisdiction. In addition to this, the overall results are expected to benefit not only the client but also the coach (Rowe, 2007). With regards to this, it is evident that there are a lot of similarities in the coaching principles of the text as compared to the coaching principles that I have applied in the course of my career. While working as a missionary in Malaysia, I aimed at improving the lives of individuals on different grounds and perspectives. However, as a coach, my work entailed giving guidelines and monitoring the progress of individuals as they transform their lives to become better individuals. The disciple-leadership training program is a prime example that aimed at imparting biblical, worship and leadership qualities to the followers (Kurtz, 2010). This not only increased the level at which individuals converted to Christianity but it also improved their way of life by giving the participants knowledge and skills in leadership, communication and computer skills. This program was beneficial to the participants as it improved their way of life. It was also beneficial to me as a coach since the goals and objectives of the program were realized.

Finally, a strong relationship is expected to develop between a coach and a client (Flaherty, 2010). Through the interaction that I had with the local people and the inmates, a strong relationship was established between my clients and me. It is essential to establish a strong bond with a client as it increases the rate at which the client transforms his actions and behaviors to achieve the overall goals and objectives of the program (Liontos, 2010). Through endless efforts, the program managed to reduce illegal activities such as human trafficking, prostitution and engagement in other illegal activities. This is because the clients involved in the process had trust and faith in me as their coach as I did have trust and faith in them as my clients. The use of bible study groups within the community and in prison also increased the level of teamwork and group participation. This resulted in the development of trust among the clients; an essential factor in ensuring the long-term sustainability of the program even without the help of a coach or a supervisor (Mischel, 2008).


Coaching has developed to be one of the integral aspects of management. Due to its importance, coaching has gained similar recognition as other aspects of management like leadership. However, unlike leadership, coaching aims at improving the overall performance of an individual hence making him/her more competent to a particular task. This not only improves the performance of that individual but also increases the ease at which an organization achieves its set goals and objectives in the short run and in the long run.


Flaherty, J. (2010). Coaching: Evoking Excellence in Others. Oxford: Elsevier.

Kaplan, R. (2010). How to Implement a New Strategy without Disruption the Operations of an Organization. Journal of Business Research, 2(1), 33-41.

Kurtz, D. (2010). Contemporary Management 2011. New York: Sage Publications Liontos, L. (2010). Transformational Leadership. London: Sage.

Mischel, W. (2008). Personality and Assessment . New York: Wiley.

Northouse, G. (2007). Leadership Theory and Practice. London: Sage Publications Inc.

Peltier, B. (2009). The Psychology of Executive Coaching: Theory and Application. New York: Routledge.

Rowe, W. (2007). Cases in Leadership. Thousand Oaks, CA: Sage Publications.

Stogdill, R. (2001). Stogdills Handbook of Leadership. Oxford: Oxford Printing Press.


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