ICF Code of Ethics

ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. The process of coaching often unlocks previously untapped sources of imagination, productivity and leadership.

We all have goals we want to reach, challenges we’re striving to overcome and times when we feel stuck. Partnering with a coach can change your life, setting you on a path to greater personal and professional fulfillment.

Professional coaching focuses on setting goals, creating outcomes and managing personal change. Sometimes it’s helpful to understand coaching by distinguishing it from other personal or organizational support professions.

Therapy: Therapy deals with healing pain, dysfunction and conflict within an individual or in relationships. The focus is often on resolving difficulties arising from the past that hamper an individual’s emotional functioning in the present, improving overall psychological functioning, and dealing with the present in more emotionally healthy ways. Coaching, on the other hand, supports personal and professional growth based on self-initiated change in pursuit of specific actionable outcomes. These outcomes are linked to personal or professional success. Coaching is future focused. While positive feelings/emotions may be a natural outcome of coaching, the primary focus is on creating actionable strategies for achieving specific goals in one’s work or personal life. The emphases in a coaching relationship are on action, accountability, and follow through.

Consulting: Individuals or organizations retain consultants for their expertise. While consulting approaches vary widely, the assumption is the consultant will diagnose problems and prescribe and, sometimes, implement solutions. With coaching, the assumption is that individuals or teams are capable of generating their own solutions, with the coach supplying supportive, discovery-based approaches and frameworks.

Mentoring: A mentor is an expert who provides wisdom and guidance based on his or her own experience. Mentoring may include advising, counseling and coaching. The coaching process does not include advising or counseling, and focuses instead on individuals or groups setting and reaching their own objectives.

Training: Training programs are based on objectives set out by the trainer or instructor. Though objectives are clarified in the coaching process, they are set by the individual or team being coached, with guidance provided by the coach. Training also assumes a linear learning path that coincides with an established curriculum. Coaching is less linear without a set curriculum.

Sports Coaching: Though sports metaphors are often used, professional coaching is different from sports coaching. The athletic coach is often seen as an expert who guides and directs the behavior of individuals or teams based on his or her greater experience and knowledge. Professional coaches possess these qualities, but their experience and knowledge of the individual or team determines the direction. Additionally, professional coaching, unlike athletic development, does not focus on behaviors that are being executed poorly or incorrectly. Instead, the focus is on identifying opportunities for development based on individual strengths and capabilities.

Coaching has grown significantly for many reasons, among them:

• Rapid changes are taking place in the external business environment.
• Downsizing, restructuring, mergers and other organizational changes have radically altered the “traditional employment contract.” Companies can no longer achieve results using traditional management approaches.
• With the growing shortage of talented employees in certain industries, companies must commit to investing in individuals’ development.
• The disparity between what managers were trained to do and what their jobs now require of them is widening due to increasing demands for competitive results.
• People are wrestling with job insecurity and increased workplace pressures to perform at higher levels than ever before.
• Companies must develop inclusive, collaborative work environments to achieve strategic business goals and to maintain high levels of customer satisfaction.
• Individuals who have experienced the excellent results of coaching are talking to more people about it.
• People today are more open to the idea of being in charge of their own lives. Coaching helps them do just that.

An individual or team might choose to work with a coach for many reasons, including but not limited to the following:

• Something urgent, compelling or exciting is at stake (a challenge, stretch goal or opportunity)
• A gap exists in knowledge, skills, confidence or resources
• A desire to accelerate results
• A lack of clarity with choices to be made
• Success has started to become problematic
• Work and life are out of balance, creating unwanted consequences
• Core strengths need to be identified, along with how best to leverage them

Yes! The ICF Global Coaching Client Study shows most clients reported improved work performance, better business management, more efficient time management, increased team effectiveness, and more growth and opportunities. The same study found that coaching clients noted greater self-confidence, enhanced relationships, more effective communications skills, better work-and-life balance and an improvement in wellness. Nearly 70 percent of individuals indicated they had at least made back their initial investment. The median suggests that a client who achieved financial benefit from coaching can typically expect a ROI of more than three times the amount spent.

We believe that obtaining a credential/accreditation is an investment that demonstrates and distinguishes professional practice. It is similar to gaining a degree or a professional designation and differentiates a credentialed/accredited coach from anybody who may call themselves a coach. The value of such a designation therefore is quite significant. 

The coach:

• Provides objective assessment and observations that foster the individual’s or team’s self-awareness and awareness of others
• Listens closely to fully understand the individual’s or team’s circumstances
• Acts as a sounding board in exploring possibilities and implementing thoughtful planning and decision making
• Champions opportunities and potential, encouraging stretch and challenge commensurate with personal strengths and aspirations
• Fosters shifts in thinking that reveal fresh perspectives
• Challenges blind spots to illuminate new possibilities and support the creation of alternative scenarios
• Maintains professional boundaries in the coaching relationship, including confidentiality, and adheres to the coaching profession’s code of ethics

The individual:

• Creates the coaching agenda based on personally meaningful coaching goals
• Uses assessment and observations to enhance self-awareness and awareness of others
• Envisions personal and/or organizational success
• Assumes full responsibility for personal decisions and actions
• Utilizes the coaching process to promote possibility thinking and fresh perspectives
• Takes courageous action in alignment with personal goals and aspirations
• Engages big-picture thinking and problem-solving skills
• Takes the tools, concepts, models and principles provided by the coach and engages in effective forward actions

Working with a coach requires both a personal commitment of time and energy as well as a financial commitment. Fees charged vary by specialty and by the level of experience of the coach. Individuals should consider both the desired benefits as well as the anticipated length of time to be spent in coaching. Since the coaching relationship is predicated on clear communication, any financial concerns or questions should be voiced in initial conversations before the agreement is made.