... emotional buy-in or resistance on the part of coachees.

Cultural nuances, on the other hand, generally manifest in the context of coach-client relationship, Studies have proven that Filipinos put a high value in ensuring smooth interpersonal relationships. This value becomes a drawback when coachees only engage in coaching because they are complying with company directives. In some cases, coachees feel obliged to please the coach and end up setting superficial goals, action plans or timelines. Researches have also indicated that to the Filipino worker, professional and personal relationships are not completely separate. As such, they are inclined to be sensitive to feedback, preventing the coaching process from moving forward.

Education is key in straightening out inaccurate suppositions about coaching. The task, however, is doubly challenging with the dearth of formally trained and credentialed coaches to date. There are only four ICF-certified coaches in the country – one Professional Certified Coach (PCC) level and 3 Associate Certified Coach (ACC) level. Coaching practitioners sans proper knowledge, skills, experience and qualification, more often than not fall short in tackling the issues I discussed and further contribute to existing confounded assumptions.

Still, the demand for coaching is rapidly rising, and we are in a crucial period of establishing its credibility as a powerful human development intervention and profession. There may be challenge as we shape the future of coaching, but I am very optimistic that the practice and the profession will continue to flourish. Current social realities, economic pressures and Filipinos’ high regard for fulfillment and success will inevitably drive them to seek out and aspire for coaching’s ultimate promise – help them be no less than their best.

Julius Ordonez, PCC, is the founder and managing director of Benchmark Consulting, an international coaching, training and consulting company and the founder of ICF-Philippines Chapter. An EXCO member of APAC, he currently chairs the Peer Group Coaching Committee.

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