(This is a re-posted blog By Ann Betz and William Arruda at https://bit.ly/2SZ4ucz, used by permission) 

My friend, business genius William Arruda and I sat down recently to talk about why coaching matters so much–even, perhaps MORE–during this Covid-19 crisis. Here are the top ten reasons we came up with:

  1. Many tools and techniques of professional coaching are scientifically proven to reduce stress. When we are stressed, it is much more difficult to have empathy, think creatively, control impulses, and make effective plans. When stress is reduced through coaching, people have more access to creativity, empathy, and resilience, all of which are critical right now.
  2. Coaching helps people process what is going on. This is an unprecedented time—the very fact that we have little to compare it to makes it exceptionally difficult to process and make sense of. Without processing during the time we are in the experience, we run a high probability of either crashing when it is over, or sublimating our worry, fear and stress into health issues, low energy, and other negative impacts. When we notice and allow our true feelings and concerns, we move the energy through and stay steadier and more able to cope both during and after. Many people need the support of coaching in order to do this effectively.
  3. Coaching helps people find their own resilience and capacity, even when we can’t change the external landscape. Any coach worth their salt knows to focus on the client, not the issue. When people are what we might call, “returned to themselves” through coaching, they see more possibility and find more internal resilience. This restores some sense of control in what feels like an uncontrollable world.
  4. The small amount invested in coaching during a crisis will pay off in terms of larger gains. The companies and individuals that will get through this time are those that maintain a fair amount of calm center, limit the toxic impact of stress, are flexible and agile, and truly “think outside the box.” Given the impact of the circumstances we find ourselves in, it is highly unlikely that people will find their way there without the kind of support coaching provides.
  5. Giving managers and leaders coaching provides a noticeable ripple effect. Research shows that leaders have a potent impact on the “weather” of their organization. When they are calm, emotionally regulated, thoughtful, and patient, those around them feel more able to respond more thoughtfully as well. (Same is true for parents and children.)
  6. This will most likely lead to permanent changes for individuals and orgs. We know coaching is one of the most effective ways to help people navigate change. We’re not going back to “business as usual” after this. Coaching helps us know and express our own needs, desires and boundaries as things change so we can be active “co-creators” in what is to come.
  7. It is more critical than ever to retain and develop top talent. We’re going to need extraordinary thinking and performance to help any enterprise—whether it is a business, a school, or even a family—get through this. As things are pointing to different structures in how we do business, all enterprises are going to need to rely more on multiple layers of leadershipCoaching helps develop people’s leadership strengths and confidence, and is also a proven retention strategy.
  8. Coaches help people get unstuck and move out of fixed patterns or mindsets. Surviving and thriving in this time requires an adaptable brain that can respond with flexibility and creativity, while still being thoughtful and applying logic. Coaching helps people identify limiting beliefs and move into more open and responsive mindsets.
  9. People are thinking about purpose and meaning as a result of this crisis. Without support in terms of surfacing and focusing on questions of meaning, life purpose, and important values, all too often the things we learn in crisis are lost. Coaching can help us powerfully reflect on what we are learning about ourselves.
  10. People will be using this opportunity to make major life and work changes and will need a coach to help navigate this change. Our old patterns and habits are well-wired into our brains. Making real change is disruptive to the system, and we need support to make major changes. Coaching is all about the reflection-action-reflection cycle of learning. A coach helps us identify what we want, try some things to put it into action, reflect on what we learned, and then continue this positive cycle as we move into new ways of being and therefore new results in our lives.

 Ann Betz consults on the science of coaching for the ICF education department, and served as provocateur for the online learning ICF Advance in 2018 and will again in 2020. She is the author of This Is Your Brain on Coaching, the science of the ICF competencies, and has been a professional coach since 2001. She is the co-founder of BEabove Leadership, offering advanced coach training on neuroscience for the experienced and curious coach. She is a sought-after international speaker on the intersection of neuroscience, coaching, and human development, and works with many global brands and coaching organizations.

William Arruda is an entrepreneur, motivational speaker and the world’s leading authority on the topic of personal branding. He’s the bestselling author of the definitive books on the topic: Career Distinction and Ditch. Dare. Do! His latest book, Digital YOU helps readers translate their real-world brands for the virtual world. William is the CEO (Chief Encouragement Officer) of Reach Personal Branding and the co-founder of CareerBlast.TV – a personal and digital branding video learning platform for innovative organizations. His products have been used by over a million people across the globe. William is honored to work with many of the world’s most revered brands, including 20% of the Fortune 100. He regularly shares his thoughts on workplace trends and branding in his Forbes column. In 2015, he was awarded the ICF Chair’s Award for his contributions to the field of coaching.