Following the information-gathering stage, a best practice coach will end up
with too much data. This data needs to be filtered, narrowed down, and
focused, a process that requires a significant amount of judgment.
The coach must be careful not to apply all of the data to the coachee un-
reservedly. Some of it may not be true; some may not be relevant; some may
be relevant but not significant in meeting key objectives as they shape up.
The coach overlays his or her own expertise on the data by looking for clues,
echoes, and patterns. As the coach begins to grasp what the issues are, he or
she reframes them for others to respond or push back, adjusts them as re-
quired, and secures alignment. The coach does not bring biases to this pro-
cess. Instead, the coach brings structure, thought, experience, instinct, and
knowledge to shape the information and focus it on a reduced number of sig-
nificant objectives that are worth accomplishing.
The coach and coachee must come to agreement on these objectives and then
on a plan of action. It is important that the objectives be in alignment with the
client’s or organization’s needs or concerns, and that the action plan be part of the
flow of information in the reporting protocol.
Objectives must be concrete, outcome-based, accomplishable in a defined
time period, and limited in number. Most coaches focus on only two or three
objectives. Many coachees want to be more ambitious, but experience has
shown that increasing the number only blurs focus and reduces impact. Instead
of doing two or three things well and benefiting in a lasting way, the coachee
or the organization partially accomplishes five or six objectives with less impact.
On the other hand, once the initial critical objectives have been accomplished,
others can be tackled in turn.
Objectives need checkpoints at progressive stages. With any end goal,
there are always steps that must be accomplished along the way. Those steps
should be flagged and serve as markers, both for monitoring progress and
celebrating small wins.
The coach needs structure and skill to monitor progress effectively. Sys-
tems must be in place to measure how well the coachee is delivering on the
identified actions. Frequency of follow-up is based not only on the coachee’s
need for counsel but also on how frequently the coach needs to check in to
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