INTERNAL SHIFTS: If you've learnt to live like you are dancing to the inner tune of your passion, you've had a successful coaching outcome Picture: GALLO/GETTY IMAGES

Coaching is creating a space where people can feel secure and safe while being stretched

I have had the tremendous honour and privilege of seeing the science of coaching develop into what it is today in South Africa. This is thanks to a group of devoted individuals who have all forged ahead to "make the future possible" in the belief that there "must be a better way"; the core of the next trend and possible next reality that will impact the world of work and industry.

The coaching fraternity is becoming more established as industry, business, commerce, the public, NGOs and religious organisations experience the powerful and positive impact of coaching. It is making waves and in some case studies, even tsunamis - where it has contributed to an increase of more than 60% in profit after tax for 2008.

The techniques and principles of coaching have remarkable results if applied properly. We have experienced good to great success as we have guided leaders, executives, BEE appointments and entrepreneurs to their individual and corporate summits. Many have attained personal goals more quickly than they would have hoped when they have dared to be coached, prompted and challenged to their limits. We have seen municipalities win "municipality of the year" awards, SMEs double their turnover and increase profit, and entrepreneurs become far more effective and focused in their new ventures even in the middle of recession. I dare say that coaching, when done professionally and ethically, will create better results more quickly than ordinary skills training and the results will be far more sustainable.

For example, Leon and Miriam are two managers in transport technology who opted to be coached on time management rather than attend a time-management course with six of their colleagues. The process lasted as long as their colleagues' course, 24 hours. However, they made lasting personal shifts that their colleagues did not. Leon and Miriam did not get the free new diary and time management software, but were shifted from the inside out to better utilise their time in terms of their personal values. They had achieved their predetermined personal outcomes and two years later were still functioning at a sustained productivity level of competence far beyond their colleagues who at that time were set to attend an "advanced" time-management course.

Coaching has developed to the extent that there are accredited courses for professional business and life coaches, executive courses, team coaching courses for business teams in sales, HR, marketing, research and development, organisational development and executive teams. Others include a holistic coach course that empowers people to be proficient in life, career, relationship, spirituality and personal development and future-focused wellness. There are one-day relationship coaching courses for couples, business leaders and entrepreneurs that introduce them to the concept of calibrating their lives into a holistic picture, thus ensuring a far more integrated approach to doing "living in the fast lane". A strategic coaching process was specifically designed for entrepreneurs. Four sessions are presented over a year as entrepreneurs are progressively coached on the roll-out of their strategy and business plan. It is a must for sustainability.

Some clients are naturally sceptical at the beginning, but once they have tasted and experienced the first internal shift they are sold on the process and buy in completely. Allan, an industrial relations executive, was one such sceptic, but his coach guaranteed his money back if he did not experience growth and shifts in the first four sessions. The results were outstanding and Allan was convinced. When asked what the success factors were, he said: "Once I realised that I not only had to make a commitment to the outcomes for myself but also to the process of being transparent with the coach and myself, I made the needed shifts, which were absolutely amazing indeed."

So what exactly is coaching? It's creating a space where people can feel secure and safe while being stretched by their coaches. The role of the coach is that of a thought-process engineer who promotes and links creativity and a "better way of doing things" for the client. This includes being able to be the client's co-developer of projects; challenger and muse; motivator and inspirer; sounding board; research and analytical assessor and last but not least, to be an insight and perspective "prodder".

The coaching process is based on thorough, well-structured competencies that are internationally accepted, although in South Africa the national qualifications framework standards have yet to develop a nationally acceptable coaching standard for generic business coaching. Those available are industry specific.

"Reputable coaching training institutions are using international coaching competencies as a guideline until the Setas (Sector Education and Training Authorities) are more structured and aligned and stop their game playing," says Thabo, a coach trainer.

Here are some of the outcomes we want our clients to master:

• If you keep on doing what you have always done, you will always get what you have always got.
• We teach others to relate to us and the relationship we have is because we have taught and allowed it to become and be.
• The advanced warnings we receive do not lie. Nothing ever "just happens" to us. It is the core questions that shift our thinking to another level of consciousness.
• Pay attention - your results do not lie.
• Learn to get into touch with the inner silence because there is more to you than just being busy, busy, busy.
• Live like you are dancing to the inner tune of your passion.
• Decide exactly what the outcome needs to be and plan from that level of consciousness rather than through the problem you are facing right now.
• Stop living someone else's dream and vision - live yours.
• Stop settling for less than you want.
• How worry impacts on creating the "handbrake-version" of self.
• To visualise and obtain your dream in your lifetime.

• Just do it. Don't "try to do it and learn". Failure is only feedback.
• Decide to reject being rejected.
• Commit to self-improvement for life and life-long learning.
• Learn to relate and network and surround yourself with successful people.
• Stay focused on your core genius (what you are amazing at) that only you can do and be.
• Focus and sustained effort is the answer; energy follows action.

The dream of coaching has become a reality and in a few countries in Africa we see it moving from a developmental phase to being recognised and sustainable. Coaching has come of age and we are experiencing its power, purpose and process in measurable ways.

Coaching helps dreams to come alive. My Grade 10 geography teacher once told me: "You are the world's greatest dreamer ... but remember, to make your dreams come true, you must stay awake!"

Bill Price is the CEO of Global and Africa Institute of Leading, which coaches leaders in business, commerce and civic service throughout the 32 Anglo African countries in Africa.

• Contact him at bill.price@me.com