Success Criteria

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A central question for the design of a coaching initiative is: What

will success look like? Success can be broadly measured in two ways:

intangible and monetary benefits. Intangible benefits are those that

are not, or cannot, be translated into monetary terms. Just because

benefits are intangible does not mean that they are not important.

In fact, the opposite is true. Intangible benefits are often the most

important benefits to the business. Benefits such as employee

engagement, customer satisfaction, and improved teamwork

deliver real value to the organization. Coaching initiatives must

compete with other business initiatives for investment, and these

other business initiatives offer intangibles along with a monetary

return on investment. In order to be considered successful, coaching

initiatives must deliver well defined benefits.

Creating Context and Purpose for Coaching 143

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