Chris Kenworthy – Embodiment Coach & Facilitator in Leeds

Tag: coaching

  • What really makes a coach qualified to practice?

    You’re right to ask. What certifications does a coach need to practice? What makes a coach qualified to do coaching? These are all valid questions – especially if you’re thinking about hiring a coach, and you’re looking for reassurance in the form of qualifications.

    So, what makes someone qualified to be a coach?

    The short answer is very little

    Barriers to entry in the coaching market are low. That’s why there are so many of us. Like in many sectors, literally anyone can call themselves a coach and start trading. 

    It’s yet another blessing and curse of free-market capitalism: ample choice, coaches for every occasion and type of person out there. Yet there are plenty of shysters too. 

    Ever hired a cowboy tradesperson? It’s like the wild west out there. Your apprehension is well-placed.

    The long, honest answer you know you ought to believe

    No doubt you’re reading this because you want reassurance that I’m qualified to build our coaching relationship. Maybe you’re curious about what’s possible, but you sense commitment is involved, money, time and trust. 

    It feels risky. You’re wary. I appreciate that – more than you could ever know (I’ve been in exactly the same position as you are now, when I hired my own coach!). 

    So you’re looking for something that’ll tip the balance either way, in your decision to appoint me (or a reckless charlatan). Information that’ll reduce the risk, and help you fully commit to this bold adventure you’re ready to take.

    First, let’s get coaching ‘qualifications’ out the way 

    There are plenty (and I mean plenty) of professional bodies out there who certify people as qualified coaches. Coaching federations, guilds, associations. The list goes on…

    If you believe a qualification gives you peace of mind, consider this. These bodies are all largely unregulated commercial organisations. People pay them to be certified as a coach, so it’s sort of in their interest to award the qualification. I can pay £60 without ever meeting anyone, and this time next week own an online diploma saying I’m fully qualified to coach. 

    How does that factor into your research?

    Consider the two principal types of coaching certification

    First there’s the academic, theoretically-grounded practice. This focuses on high-achieving leaders, managers and executives in corporate and professional environments. Think suits and ties, strong handshakes and spreadsheets. Line-management and power-play stuff. 

    Then there’s life, business and career coaching. This emphasises less theoretical practice, more building a profitable coaching business in a particular way, usually via a franchised model, with a catchy name that people buy the right to use. This is where you usually find the greatest diversity of coaches and more specialisation: coaches for horse-lovers, angel worshipers and adventurers.

    Where do your needs sit on this spectrum? 

    Probably the latter. If so, welcome back to that wild west again. Which particular franchise do you want to subscribe to with your certified coach?

    Just to be clear, I’m not knocking these federations and associations. I’ve immersed myself in lots of their material and resources. I respect what many of the well-intentioned ones are trying to do: regulate the unregulated.

    I also have friends who trained to be coaches with them, on immersive, week-long workshops. They all say it was interesting and kinda useful. It made them feel better about themselves too. It was symbolic and helped legitimise their transition into coaching (which tells you a lot about the real purpose of certification). And for their troubles, they gained a functional business model to get up and running, plus an official-looking piece of paper no one ever asks to see.

    Yet the smartest coaches soon realise clients are unique

    Can you honestly say your distinct circumstances, challenges, abilities are like anyone else’s?

    So the only logical response as a coach is to offer total flexibility, a completely tailored approach and open-mindedness. Coaches need myriad skills, picked up from all sorts of resources (not just a lone week-long course). 

    In short, frameworks go out the window. 

    A franchise isn’t much help in the heat of the moment, at the heart of an intense coaching conversation.

    For this reason, adaptable coaches rely more on what people call soft or interpersonal skills; their experience, natural talents, curiosity and creativity. This is tricky, broad palette stuff to teach on any coaching course. 

    That’s why so many bodies don’t really teach coaching theory and practice, they encourage coaches to tap into what they already have – self-belief, confidence, and their underlying desire to help people be their best, by following intuition.

    In my experience, that last one is crucial. You’ve either got a desire to coach people to be their best or you haven’t. Likewise with a lifelong love of learning. That can’t be taught. Only nurtured. And there are countless ways to do that, outside of buying a qualification.

    The same goes for hours spent coaching. 

    The best way to certify as a coach is to actually coach and learn through doing. Few professional bodies can supply enough hands-on practice – because it simply doesn’t scale. So they ask you to get on with it yourself and reflect; something a dedicated coach like myself finds compelling enough to do without having to pay to be told.

    A real, useful test of whether someone is qualified to be your coach

    Back to peace of mind. You want to know if I (or some other imposter) am up to the job. Can this coach coach? 

    This is where experiencing coaching before you commit comes into its own.

    Any good coach worth their fee will devote a decent chunk of time to making sure there’s what we call a ‘good fit’ between coach and client, face-to-face. Call it chemistry, magic or simply how well two people spark off each together – it all means the same thing. 

    Because coaching is such a life-changing, personal experience – for it to work and create lasting results, you absolutely need to ‘click’ with your coach. You need to ‘get’ each other. This is an intuitive process which takes time to get right. And again, it’s tricky to teach (or learn) and rarely fits on any coaching qualification syllabus.

    Try before you buy

    For most people, this is the ultimate criterion for deciding whether someone is sufficiently qualified to be your coach: can they actually coach you? I say ‘your’ because we’re all different. No decent coach will claim to be able to coach anyone. It’s all about that special connection between you, remember.

    The chief benefit of experiencing what coaching is like with a coach (before you sign-up) is you get to know whether or not it actually works. After screening whoever approaches me about coaching, I’ll invite them to a session, so they can see what it’s like firsthand for themselves.

    Over the course of at least two hours you’ll feel what it’s like being coached. No ‘trial’, ‘taster’ or ‘giveaway’ – it’s the real-thing. A full-fat coaching experience as if you’re already a client. You’ll gain proof it works for you, as well as useful, valuable insights – like you would any other coaching session, were you to hire me as your coach.

    I defy you to say that’s less concrete evidence of coaching competence than a piece of paper saying someone is qualified to coach.

    Another handy measure of whether a coach is qualified to coach you 

    Delve into their background, experience, worldview, life-story and career. What might they bring to your challenge? Do they get you?

    It’s not crucial, but coaches bring insight, stories and experience to a coaching conversation. The closer their worldview and values are to the way you relate to the world, the more valuable and impactful a coaching session will be. Because you’re both coming from a similar place. 

    You don’t want identical, just a nice balance of what you have in common, as well as a rich tapestry of expertise unfamiliar to you, to draw on.

    Does this coach intrigue you? Might they bring useful, relevant experiences to your coaching?

    For example, I’ve been on a lifelong mission to understand what makes things tick – like people and the systems we live within. I spent a decade as a systems analyst (think engineer crossed with a forensic detective), leading teams from different countries and cultures. Then another decade as a copywriter helping people say what they really mean to, and make sense of who they really are.

    For almost three years I’ve taught and coached individuals as a tutor at Leeds Beckett University’s new Technology Institute, mentoring professionals as they master new skills in digital and tech.

    I’ve travelled, built houses, written books, grown stuff, performed stand-up comedy, lead teams, and survived countless other failures, successes, relationships, tragedies and victories.

    Sure, there were bits of paper along the way – leadership courses, training and CPD seminars proving I’m qualified in my various arenas, but the bigger picture here is how might I relate that to your world? You can see clear threads in there around observing, questioning, and helping making sense of the world for others, as well as creativity, curiosity and resilience. 

    Pretty useful as a coach, or at least my clients seem to think so.

    How to get even more proof that someone is a trustworthy coach

    What do real people say about their coaching in testimonials? Is there a particular kind of person or group your coach seems best placed to help? What can the coach tell you about their challenges? Do their stories seem plausible and relatable? 

    Just bear in mind that decent coaches vehemently defend their clients’ privacy, so there might not be any published case studies with names. You can always ask for general, depersonalised stories though.

    This final suggestion might just be me and how I practice coaching, but it’s worth throwing in in case you’re my kind of person…

    Does this coach have an ethos behind why they coach? Are they on a bigger mission of their own? What are their principles? What do they stand for? 

    Can they tell you exactly what they look for in a new coaching client?

    Also, do they reflect on their practice? Do they journal and learn from every single coaching session? Is their practice growing and changing?

    Because who wants a coach who knows everything? Without curiosity there is no coaching.

    Not all decisions are entirely objective

    As you can see, there isn’t a straightforward answer to the question about whether someone is qualified to be your coach. Let’s be honest – you knew that, didn’t you?

    Personally, I think it’s handy to have a peg in the dirt when it comes to qualification. Some theoretical grounding – intellectual frameworks to build on yet ultimately soar above. My own practice is a mixture of hard-won experience coaching people throughout my various careers, plus textbooks, writing and being coached into coaching myself.

    I respect people who take time to invest in certification though. It demonstrates dedication, if not concrete proof of flawlessness. So I’m exploring formal training because it’s one less hurdle to getting closer to the people who want my help.

    Ultimately though, it comes down to trust

    Doesn’t everything?

    And trust forms through lived, shared experience. Human to human in conversation, nurturing a relationship. Paper is only ever a poor substitute for that.

    So, if you’re lucky enough to get an invite to a coaching session, meet a coach face-to-face (most will do this for free, no obligation, if there’s a good chance they can help). Get a feel for who they are and what they can do, not in general: for you and your specific challenge.

    See how honest and open they are with you too. 

    Look them straight in the eye. 

    Decent coaches are unashamedly themselves and don’t hold back. And the best ones will help you do the same.

    What will you personally get from being coached? 

    For all people I coach, this is the one true measure of credibility: what do you personally gain from the coaching experience in that very first session. 

    Do you feel less inhibited? Enlightened? Understood? Coaching nudges you step-by-step, closer to a dream, with breakthroughs and realisations along the way. It feels like lightbulbs coming on, as you change your mind, and imagination and creativity wake-up. 

    Did you feel any of that? 

    Like every big decision, committing to coaching and turning your dreams into projects isn’t entirely objective. There’s a place for emotion and instinct too, in a way many of us lose touch with. That’s what makes us feel so unsure and nervous, especially about hiring a coach. We’re forced to trust our feelings and face our fears. 

    Eurgh!

    You can experiment with courage though…

    Did you experience any of the feelings above? Are you intrigued? Are you curiously, inexplicably drawn to a coach? If so, perhaps you’re beginning to create something? Something special. Something worth exploring.

  • Unsure what your ‘thing’ is? Clue #1: it’s what you take for granted

    The more I coach people, the more I realise how annoyingly humble and dismissive us humans can be about the very things that define us. 

    I’d even go as far as saying that there are things about you – inclinations, experiences, stuff you’re capable of, that are so intrinsic to who you are (and what makes you interesting) that you’re practically blind to them. 

    Let me give you an example

    On a typical coaching call, a client and I will meander the psyche in pursuit of ways around an obstacle, when all of a sudden, apropos of nothing comes: ‘that reminds me of the time I got interrogated by the FBI… ‘Next week I’m launching a satellite’.

    Hang on… What? I ask, taken aback. There’s no way I’ll let a glimmer of gold like this get shovelled aside, when we’re figuring out what really makes someone tick. 

    So I press them: go on… 

    Cue a passionate eulogy, a deluge of enthusiasm about their current obsession or tinkering project. Or a curious tale from their chequered past – a man-hunt, a mysterious benefactor, a lost love in a war-torn city. Then along comes the censor to put truth safely back in its box:

    ‘Anyway, weird, I know… not sure what that’s got to do with anything… not that anyone’s interested.’

    To which I scream (internally), are you kidding? 

    What you take for granted is a clue to your place in the world

    These things that seem quite ordinary, having been part of our lives for so long, are often useful clues about which direction to take our careers in. Anything we hastily dismiss as irrelevant, historic, or too weird for everyday consumption – these are indicators of ourselves in our natural, uninhibited, creative state.

    Wouldn’t you like more of these passions and interests in your life? How about meeting like-minded people who are equally fascinated in your experiences and worldview? What if you could get paid for indulging them?

    I’m no stranger to springing this trap myself. For years I’ve secretly been drawn to railway archaeology – disused stations, trackbeds, tunnels, and industry departed. If ever I cycle over an old bridge with ‘BR’ chalked on it, that’s me lost for hours on a curious reverie into the nostalgic mists of time. And don’t get me started on the metropolitan ghosts of Leeds Tramways. 

    Yet I’d filed all this under ‘miscellaneous/other’, content to stare longingly at old maps of transport networks, imagining lost souls conveying themselves through familiar, abandoned locales. I never sang about it in case I came across as a trainspotter (I don’t own a jotter and couldn’t give a flying scotsman about trains). It all seemed too odd and niche, almost workaday, to be relevant to my coaching.

    That was until my own coach recommended I practice what I preach. I haven’t quite worked out how urban mass transit and abandoned railways integrate with my coaching practice yet, but I’m enjoying the process of picking out the bones, in my curious podcast.

    It seems some of us organise our lives into boxes

    Perhaps it’s just my kind of people; the people I coach, but I see this thought-process a lot:

    This is professional… This is personal…. F*** knows what this is, but that can go right to the back of the cupboard – out of sight out of mind.

    When we treat our lives like this, it’s easy to assume one characteristic is more important, valuable or accessible than another. And generally, the box labelled sensible, professional, commercial takes precedence over all others. It’s the box we think others want to see when our cupboard door is opened.

    Yet it’s the combination of everything in there, in balance, that makes us interesting (and valuable) to others as whole, rounded human beings.

    When you talk down your stories, the world’s poorer for it

    That satellite you’re launching on a home-built rocket – do you know how mind-blowing your tribe will find that?

    That story of mistaken identity by an FBI convinced you were a spy – pull up a chair!

    Believe me, there are people out there who’ll deeply value your insight, even pay you for it.

    I recently stumbled upon a blog, curious to see what an acquaintance had been up to. Within minutes I fell down the rabbit’s hole – they too love tinkering with low-cost Linux computers!

    Indulging my curiosity, I found myself doing what every prospective follower of yours will do; wishing I lived more like them. I was drawn to them.

    Trust and intrigue grew

    To those of us on the outside looking in (humans have another bad habit of thinking everyone else leads more exciting lives than our own), this stuff is deeply compelling. We see your worldly, inventive, adventurous value through your interests, hobbies and stories. They draw us towards you, and make us imagine new ways our paths might cross.  

    Curious nuggets of humanity are what people really hope for when they stalk you online. Sure, they want to check you’re legit, but really they long for something unusual, unique and personable.

    A peek behind the curtain.

    Because fundamentally, humans are drawn to novelty, especially when presented through the lens of those who share our values.

    Your curious hobbies, your stories, your idiosyncrasies are irrepressible

    Here’s another phenomenon.

    When I press my clients about their apparently minor hobbies and irrelevant stories, often an opportunity emerges, some change in fortune, or paid work. It turns out some fellow enthusiast found them on the internet, and invited them to collaborate on a project, or funded an experiment.

    So I press yet further – my responsibility as a coach. Don’t you think there’s something interesting going on here? 

    ‘Maybe’, comes the reply, ‘but it was just an accident. I doubt there’s enough of this kind of thing out there.’

    Really?, I ask, do we know that for certain? What would it look like to test that theory?

    Think about it like this: perhaps the real challenge is scaling up what you already do?

    If things are already happening after a handful of sporadic blog posts or tweets, imagine what might happen if you regularly updated a Youtube channel with stuff like this. Or wrote a book about it?

    ‘Oh I’d love to do that,’ comes my clients’ reply. ‘In fact, I did, well I wrote half a book anyway…I make videos about this all the time with my kids…’

    By this point I’m usually gripping the table with white knuckles, trying to retain a semblance of professionalism. 

    ‘Maybe I could take this somewhere?’ comes the realisation.

    Do you think?!?!

    Your curious hobbies, stories and other idiosyncrasies are irrepressible

    Whether you like it or not, it seems our inclinations and experiences always find a way to express themselves. Maybe it’s leaked onto a blog somewhere. Or you allude to it in your bio on your favourite social network. 

    Take a look now. What clues have snuck into your online footprints? Or if they haven’t, what do you avoid mentioning professionally that you’d rather be doing personally?

    Which boxes, full of intrigue and passion, can you delve into at the back of your mental cupboard today, and show to the world, unashamed of your enthralling geekiness?

    Because your tribe is out there, waiting to hear all about it.

  • Maybe it’s time you wrote your own copy

    Yes, you read that right.

    Despite being a professional copywriter myself, I’m about to encourage you to write your own copy. Naturally, there are strong against – many of which I’ve made myself.

    But for today, met me focus on the arguments for writing your own copy.

    Let me explain

    With only a handful of exceptions, almost every client I’ve ever written on behalf of has tweaked the copy before they publish it.

    This happens because people need to adjust for the platform – be it print, web or social media. Facts change. Messages need updating. In every case, the copy I write is just a manifestation of what’s gone into producing it. 

    Rarely am I ever the sole arbiter of copy I write on behalf of a client. It always ends up being theirs, to do with as they please. It takes on a life of its own

    Which brings me neatly onto my second point

    I’ve always said that copywriting is roughly 90% analysis and planning, 10% writing. Writing is only one small (albeit important) part of the craft. That’s what people really pay me for, when they hire me as a copywriter.

    It’s honing their message, crystallising some argument or conveying a message succinctly. From my point of view as a copywriter, if I don’t actually write the final piece, all I lose is creative control (which as I’ve painted out above is a fallacy anyway!).

    Copywriters still create an enormous amount of value for their client in the analysis and planning. That’s regardless of whether I write the actual copy or not.

    I guess what I’m trying to say is you can still hire a copywriter in their capacity as a consultant, rather than wordsmith.

    My last argument for comes down what type of client you are 

    I’m in the process of refocusing my business. That means targeting my expertise on a niche group of people I’m best placed to serve.

    That’d be small, creative businesses – like freelancers, small agencies and specialist software engineers. And for them, I’ll be offering copywriting coaching. As well as workshops about creating lightbulb moments, using case studies and other copywriting techniques.

    Small, independent, creative businesses are often unique because of who they are. Be it their tiny team of people or, as is more likely, person. They rely on personality and authenticity – that’s what makes them stand out (and often what they stand for). 

    If you outsource your copywriting to a third party, some of that individual personality can get lost. There isn’t really a collective brand to play with here (unlike larger clients). It tends to be just one person’s voice and worldview. Hence why there’s a compelling argument in favour of writing your own copy, if you’re a small creative business.

    This led me to the conclusion that, on balance, it’s not so bad if you write your own. Especially if you fit the criteria above.

    There’s another factor at play here

    I’ve been at the coal-face long enough to realise that it’s far more rewarding all round if you write your own copy. If I write it on your behalf, sure you get quicker results, and we solve a problem in the short-term. But when it’s over, you still don’t have the skills to write independently. Authenticity risks getting lost in translation too, if you’re a small, creative business.

    Likewise, as a freelance copywriter our jobs tend to fly in then straight out the door. There’s rarely enough time to nurture fruitful partnerships and meaningful connections with the people you serve. And that’s where the enduring rewards are.

    That’s why I’m moving into coaching people in copywriting. I’ll be focusing on that valuable 90% preparation. Then hand-holding creative people through the remaining 10% – on their own terms. It’s more fulfilling for me, watching and guiding your growth. And it’s more fulfilling for you, actually growing and learning to express your value more clearly. 

    It’s an unorthodox position for a copywriter to take. I realise that. But if you fit the bill above, then maybe it’s time you wrote your own copy.

  • Changes are coming

    Today I’m drafting a new home page. It’s something I’ve been avoiding for a long time. But not for the usual reasons…

    I’ve been thinking long and hard about exactly what I want to do with my freelance business. Until recently I’ve hedged my bets. I’ve offered everything from brand copywriting, tone-of-voice work and case studies.

    From now on though, I’m focusing on what I do best, for the people I’m best placed to serve

    Eventually, I’ll move away from copywriting exclusively on behalf of my clients. That’s in favour of consultancy and workshops that help clients do it themselves. That’s because I get a real kick out of coaching people, teaching and helping them focus on what really matters, being their best.

    Doing the copywriting on their behalf doesn’t always press that button. But setting them free to write their own copy. And empowering them with their truth feels much more rewarding, whenever I’ve done it.

    So more client copywriting coaching, less client copywriting

    Hire me, and you’ll have an experienced copywriter right by your side when you write. I’ll prompt you, keep you focused on your readers, and help you say what you really mean. You do the writing, but I’ll be there all the way through. To guide your focus, and develop your message.

    Similarly, I’ll be leaning towards case studies as my main copywriting product (although vehicle might be a better word for it).

    By that I mean the insightful, informative, enlightening pieces I’ve become known for. Sure, I love writing case studies. And learning new things and meeting new people. But it’s more about the extra value they reveal.

    I want to teach people how to write their own case studies. So they not only gain a useful bit of insight for marketing. They also gain a deep understanding of their value through the eyes of their clients.

    That’s gold dust from a market research point of view. Plus, it helps attract more of the same – meaningful work with your ideal clients.

    So the other strand to my coaching business will be case studies

    To that end, I’ll launch a case study masterclass workshop in 2020. In it, I’ll give away all the expertise I’ve gained over the last 10 years. Like working with huge international brands, promoting their cause through thought-leadership, best practice, and insight.

    And who will I be doing it for?

    Well, people like me – creative people, small businesses and freelancers. People who battle with the challenges I know all too well. Ideally, they’ll create socially or environmentally useful outcomes too. Above all else though, they’ll be people who love to put their expertise into service of others.

    Oh.. Did I mention there’s podcast too?