IAC VOICE, Volume 4, Issue 8, November 2006, Circulation: 10,049


From the Editor

I’m excited to let you know that IAC President, Natalie
Tucker Miller, IAC-CC will be interviewed on "Voice of
America Business Radio
" on behalf of the IAC on
Thursday Nov 30th 11am Pacific time. Natalie’s interview is part of Elana S. Daley's "R.E.A.P.
What You S.O.W." series, and promises to be great exposure
for the IAC and coaching in general.

This month our Vice President, Diane Krause-Stetson, IAC-CC
writes about what it means to be part of the IAC, and how
we as members can contribute, whether it’s through time,
ideas or membership dues. I think you’ll enjoy her

And speaking of Diane, you may recall last month’s article
where she described the thinking behind our name change
from "International Association of Coaching" to
"International Association of Coaching". In that article
she made reference to an essay by Lable Braun about the
significance of "coach as a noun" versus "coaching as a
verb". I really liked Lable’s article and have included it

Do you find it hard to believe that it’s already November
and the holiday season is fast approaching? For those of
us who celebrate the holidays with gift-giving, this short
gives suggestions for "coach-like"
gifts with meaning.

Finally, I know you’re probably wondering where Janice
Hunter’s Coaching Moments column has been these past two
months. We’ve had so many IAC announcements that we
haven’t had room for Coaching Moments, but rest assured
the popular column will be back soon.

Until next
month, enjoy!


Barbra Sundquist, IAC-CC
Editor, IAC Voice


Web:   www.becomeacertifiedcoach.com




from the President


Last month we
encouraged comments and questions sent to
and this month extend that encouragement as an ongoing venue
for your questions. We’ll soon be offering an area on our
site dedicated to the questions and answers that these
interactions have generated.

This month, Diane Krause-Stetson, IAC-CC, Vice President,
goes more in depth with what it means to be part of the IAC,
and how we as members can contribute, whether it’s through
time, ideas and/or a commitment through continued

Diane’s contributions to the IAC are numerous and
significant, doing much of the behind the scenes "heavy
lifting". The IAC is pleased and proud to have her serving
on the board, the strategic planning committee and
generously lending her various talents where and when the
need arises.

What It Means To Be Part Of The IAC

Diane Krause-Stetson, IAC-CC, Vice President of the IAC

I have been on the Board of Governors and its Executive
Committee since April of 2005, first as Secretary and now as
Vice President. I also participate on the following
Committees: Strategic Planning, By-laws, Finance and Global
Certification Standards Development.

Regardless of the hat I wear or the context in which I
participate, my goal has been to help build a successful and
sustainable platform for the IAC from which it can continue
to evolve the highest standards of coaching. In my work with
the IAC, I apply the same approach as I do in my
business–using authenticity and principled decision-making
along with pragmatic, goal-oriented strategies to achieve
sustainable, bottom-line results. What marketers might call
my tagline, I call my touchstone: "Discover who you are.
Decide what’s important. Do what matters.™"

Therefore, it has been a real opportunity to be on the
ground floor as we embarked on strategic planning for the
IAC. Starting with the fundamentals, we clarified our vision
and solidified our mission.

At our September Board meeting, the IAC reaffirmed its
commitment to the professionalism of "coaching" by changing
its name to the "International Association of Coaching". The
IAC is a professional umbrella organization that serves
coaches and others who use the art and science of coaching
in their work. Members of the IAC include coaches,
consultants, business leaders and managers, teachers, health
care professionals, and many others.

Like any business, our strategic planning has also focused
on enhancing our membership database and our financial and
communications systems. With systems in place, we have begun
to reconnect with you, our members, and to expand our member
services. The IAC leadership takes its mission seriously and
is committed to the membership.

But, remember, the IAC is still an organization that is run
and operated by volunteers—your colleagues who are giving of
their time and expertise to advance the organization and the
professionalism of coaching. Even in a volunteer
organization, there are expenses for operating supplies and
systems and professional services that must be covered.

We have had numerous discussions about what value
proposition we are presenting and what commitment we can
expect from our membership. We have discussed the balance
between having a large membership base that is making a
modest contribution, or a more exclusive base that is
willing and able to contribute at a higher price point. We
believe that we have struck the correct balance for a
professional organization. As the IAC grows, we need to know
that there is a solid membership base of professionals that
believes in the value of coaching and that supports—and is
willing to invest in—the initiatives of this organization.

I hope that you will join me in supporting the IAC as it
evolves the highest standards of coaching and as it
advocates for the transformation in personal development,
business, education, health care and so many other
professional fields through the integration of coaching

In my business, I serve as a catalyst for principled success
for executives, small business owners and service
professionals. I am the founder of Lead Your Life™, LLC, a
coaching and consulting business that concentrates on career
enrichment, leadership development and organization
effectiveness for executives, small business owners and
professional service firms. I am also a cofounder of
Symarete™, a coaching and consulting collaboration that
serves "lady lawyers" and law firms.

I am thrilled to be a part of an organization that is
committed to the highest levels of professionalism in

Diane Krause-Stetson
President and Founder of Lead Your Life, LLC
Co-founder of Symarete
Vice President, International Association of Coaching

Project Coaching: Nouns and Verbs

Lable Braun

In our
search for identity we often tend to confuse nouns and
verbs. Throughout the history of human existence the
argument has raged whether we are simply the things we do
(verbs) or if there is something intrinsic in us that forms
our identity irrespective of what we happen to do (nouns).

In the field of philosophy, for generations there was the
assumption that we possessed a soul which was a reflection
of God, the great "I AM" (noun). As the Enlightenment swept
through Europe, this assumption was examined and challenged,
culminating in Descartes’ famous statement, "I think
therefore I am." In this Cartesian viewpoint, my noun-ness
(I AM) is only knowable through my verb-ness (I think). I
must DO something before even I myself can be aware of my

In the 1960s, this viewpoint was triumphant through the
psychology of Behaviorism. The Behaviorist, as best
exemplified by B.F. Skinner, was totally agnostic to a
person’s noun-ness. It didn’t matter if anything was "in
there" in the black box called a human being. All that
mattered was the person’s verb-ness, the behavior they
exhibited. If I could train someone to react a certain way
every time, what did it matter what they "thought"? Their
thoughts didn’t affect the world. Only their behavior did.

By the late 1970s, Behaviorism had been displaced by
Cognitive Psychology as the dominant psychological model.
Cognitive Psychology once again stressed the importance of
noun-ness. The "thing" called a human being had certain
intrinsic ways of processing information, and this was
crucial because it limited the types of behavior, therefore,
that a human is capable of. Humans do not have infinite
degrees of freedom because we are pre-wired in certain ways.
Cognitive Psychology set about discovering exactly how we
are wired.

Back and forth. Back and forth. The pendulum has swung
between nouns and verbs. Why is this important? Because it
has some very pragmatic implications. Most recently, I’ve
been thinking about the pragmatic implications of whether
the word "coach" is best used as a noun or a verb.

I think the pendulum has swung too far towards the noun when
it comes to "coach". Much too much of the profession’s
attention is about noun-ness. How to get certified so that
everyone knows that the noun "coach" refers to you. How to
market this noun, this thing called "coach". I do not see
nearly enough nowadays on the verb-ness of coaching, i.e.,
how to effectively coach.

The distinction between "coach" as a noun and "coach" as a
verb is especially crucial as the coaching profession faces
its moment of truth. Many people have left the corporate
world in search of the noun-ness called "coach"; they want
to become a thing called "coach". The sad truth is that the
number of people who have flocked to the profession far
outnumbers the carrying capacity of the coaching industry.
Most coaches, unfortunately, are not making a living wage.
And yet, they tenaciously hold on by their fingernails,
obsessed with the noun-ness of coaching, obsessed with being
"a coach".

Coaches need to go back to the corporate world. That, in a
nutshell, is the essence of the Project Coaching model.
There is a desperate need for increased coaching (verb) in
the corporate world. It is the answer to addressing a
multi-billion problem in lost productivity. It is also the
answer to making the workplace a thriving, exciting,
enjoyable place to be. Equally important for coaches, it is
where the money is. There are tens of thousands of people
out there who are great coaches, but lousy entrepreneurs.
They need to go back to the corporate world and get a steady

The response I get from most coaches to this line of
argument is, "But the corporate world isn’t ready to accept
me back as a coach."

My response to them is, "So What?"

This is where the difference between a noun and a verb is so
crucial. So what if the corporate world isn’t ready to
accept you back with the title "Coach"? Don’t worry about
the noun-ness of coaching. Leverage its verb-ness. Just
coach. Almost no one started their careers as a coach. There
is certainly some skill set you had before you became a
coach. Use that skill set to get a job back in the corporate
world. And when you get that job, don’t worry if it’s as a
marketer or a manager or an HR partner or a technician, just
coach. Be a marketer in a coach-like way. Be a manager in a
coach-like way. Be a technician in a coach-like way. Don’t
worry about the title (noun) you have, just coach (verb).
The superior results you will achieve when compared to those
who are doing the same job without the verb-ness of coaching
will speak for itself. Just coach.

I once saw a famous actor asked by young people starting out
in the profession what were the chances they were going to
make it as an actor. The actor surprised them by saying,
"100%". When the audience gasped at this response, the actor
explained, "If you want to know the chances that you’ll be a
star, the odds are heavily stacked against you. But if you
want to know the chances that you will be able to have a
profession as an actor, the chances are 100%. The world is
full of opportunities to act."

The world is also full of opportunities to coach.

So what about it, coaches? Firefighters are at their most
heroic not when they’re standing on the sidewalk hosing down
a building. They’re at their most heroic when they run into
a burning building to save lives and property. Are you
willing to rush back into the burning building of the
corporate world, regardless of the title you get? And once
you’re back in the burning building, just coach.

And those of you reading this who aren’t coaches: Whether
you’re project managers or marketers, HR partners or
technicians, are you willing to learn the techniques, the
verb-ness of coaching, so that you too can just coach?

I hope the answer from all communities is a resounding
"Yes". As for me, tomorrow morning I’m going to back to the
noun-ness of my job as a manager, and I’m going to revel in
the verb-ness of coaching and being coached.


About the
author: After writing this article more than a year ago,
Lable Braun returned to a management position and brought
with him a coaching (verb) approach. And as a result, he
later became the Organizational Development Director of
Dialogic and was asked to establish a coaching program. You
can contact Lable at

Holiday Gifts with Meaning

Barbra Sundquist

I have some
socially conscious friends who always give me the neatest
gifts – things I enjoy receiving because they’re not the
standard consumer items. Over the years they’ve made
donations to the SPCA in my name, sent me subscriptions to
cool alternative magazines, and introduced me to fair trade
chocolate. Last year I followed their example and gave the
following gifts:

You’ll notice this doesn’t encompass my entire gift giving
list. My shopping list still included some items that gave
me the willies, such as "parental content advisory" rap
music CDs, name brand teen clothing (probably made in a
sweatshop in China), and dare I admit it: a particular toy
only available at Walmart.

So what’s with this less than wholly socially conscious gift
list? I’ve given it a lot of thought and decided that for
me, the point of the gift is to get what makes the recipient
feel good, not what makes me feel good. If I can find an
intersection between the two, that’s ideal. But I refuse to
be known as the auntie who gives lame gifts!

IAC Certified Coaches

We would like to congratulate the following coach who has
recently passed the IAC certification exam and achieved IAC-CC designation!

Miller, IAC-CC

© 2006. All
rights reserved. International Association of Coaching

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