The Strategic Needs of the Business Must Be Articulated and Shared

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Launching a coaching initiative, or any strategic initiative for that

matter, requires leaders to clearly articulate the strategic needs of the

business. These needs must be communicated, shared, and widely

accepted by others in the organization. These actions cannot be

taken lightly; in fact, many leadership teams do not adequately articulate

and share the strategic needs of the business. Clare’s team is a

case in point. Every leader had an important issue to address with

his or her respective coach. These issues varied, based on their recent

experiences and leadership roles in the organization. The company

president’s issue struck right to the heart of this point: how to align

his leadership team to what he believed was the most critical strategic

issue the company faced.

Conducting a needs assessment for the organization is often

required to understand the deeper, strategic needs of an organization.

The rationale for this assessment is similar to the rationale for

conducting needs assessments for individual coaching clients: to get

below the surface and get past presenting issues. The next chapter

reviews several ways of conducting a needs assessment and explores

the consequences of skipping these assessments for gaining value

from coaching.We will learn that a lot hangs in the balance.Without

a needs assessment, it is difficult to see how coaching is part of a

strategic solution for the company. Coaching may not get the traction

it needs, and sponsorship may be put at risk.