FAQ's - Phoenix Destinies
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What is the difference between consulting, business coaching and therapy?

I found this diagram on the Forbes website and I think that it explains and depicts the difference and shared space quite well.

You will also find that each coach will have their own unique style and particular area(s) of expertise and might not offer all the elements of coaching as depicted herein.

For how long do I need to work with a business coach?

The coaching program is implemented during this phase according to the plan and timeline defined and client approved which was set during the assessment phase.

Can one coach via the phone or Skype?

Absolutely. I have worked with a number of clients that live in other countries and we communicate very effectively via this medium.

Can I coach more than one person at a time?

I coach couples, family members and groups of any size.

Does a business coach need credentials?

Yes! Yes! Yes! Refer to my answer to the question “How do I select a business coach?” for more details.

Why “Phoenix Destinies”?

A phoenix is a beautiful mythical bird that is a fire spirit. It has a colourful plumage of gold and scarlet with purple, blue, green and many other bright and beautiful colours. Near the end of its life it builds itself a nest of twigs that then ignites. Both nest and bird burn fiercely and are reduced to ashes. From these ashes a new, young phoenix or phoenix egg arises and so it is reborn anew to live again.


Just like the Phoenix I believe sincerely that as human beings we can overcome any obstacle in our path and be ‘reborn’. I know for sure that if you truly know yourself and what your values are, have a clear intention, the right mindset and the necessary will to survive and achieve, that you like the Phoenix, can rise up from anything that life might throw at you and fly high and write a winner’s story.

How can the success of a coaching process be measured?

Measuring the success of coaching is a tricky subject. What makes it difficult is the fact that the benefits are not necessarily tangible, absolute or specifically measurable. A coach’s influence can however improve measurable element such as the bottom line, profit, staff retention, business or work flow and time management for example. These are examples of the type of goals that can be measured at the start and end of the coach’s engagement and used to measure the success of the project.

However, a coach may have been contracted to help individual clients to improved business confidence, or skills or to facilitate a shift in thinking or problem-solving. It is these elements of coaching that are difficult to measure objectively. Whether the coaching was succesful in some of these aspects is often determined. In order to try to measure such elements more effectively, I  would normally conduct a very specifically designed question and answer survey at the beginning and again at the end of a coaching project to measure these more subjective elements of success.

In the end, the client will express happiness and satisfaction with your overall service and will want to involve you in new projects or would want to recommend you to others. This is for me the ultimate measurement and the one that makes me feel that my interaction with my client has made a positive difference to their business.

How do I know that my business needs coaching?

Some of the main reasons why clients need a coach are –

  • you have audacious dreams and goals for your business and you need someone to help you achieve them
  • you don’t know how to create audacious goals
  • you’re frustrated with your lack of a comprehensive strategy, or you are failing to achieve the business goals that you’ve set
  • you are frustrated by your company’s lack of progress
  • you feel overwhelmed by the demands of the business world
  • you want to be a more successful business owner
  • your staff are not performing as well as they should
  • effective time-management is a problem in your organisation
  • effective communication is a problem in your organisation
  • your business is growing and needs to navigate and move to a new stage of business growth
  • you find it difficult to act in a strategic capacity as business owner or CEO and that you are too operationally involved
  • you need a challenge to try new and effective ways of doing business
  • you need an objective accountability partner
  • you are willing and able to form a longer-term relationship with your coach (coaching is not a quick fix)
What does a typical business coaching process look like?


Coaching begins with discussions that take place either face-to-face, via teleconference calls or Skype during which an assessment will be made of –

  • the company’s opportunities and challenges
  • the scope of the relationship
  • roles, responsibilities and resources
  • the timeline of implementation
  • priorities for action
  • what the specific and desired outcomes are
  • potential problems, pitfalls or show stoppers
  • how to monitor and measure progress

Implementation over time

The coaching program is implemented during this phase according to the plan and timeline defined and client approved which was set during the assessment phase.

Progress measurement and feedback

Progress must be measured regularly during the coaching project life cycle and as defined by the implementation plan that was agreed upon during the assessment phase.


At the end of the process, the client and the coach review the coaching project and evaluate the outcomes according to the goals and objectives defined during the assessment phase.

New coaching project can be identified at this stage which will, in turn, follow the same process as described here above.

How do I select a business coach?

Does the coach have experience and the appropriate skills level?

The coaching industry has exploded across the globe and all of a sudden anyone can call themselves a coach of some sort.

In a 2016 survey conducted by the International Coaching Federation 45% of clients and 44% of qualified coaches considered the lack of formal training or certification one of the biggest stumbling blocks to making use of coaching services. A coach who does not know how to coach can do a lot of harm to an organisation and will be a total waste of money.

Coaching is a skill which takes a lot of education and practice to master. Unfortunately, the Coaching industry is unregulated, so anyone can call themselves a coach whether they have the appropriate experience and training or not. Select someone that has a proven track record and appropriate training/certification. A coach who has been a business owner or who has served at senior and/or executive management levels in successful companies can be a huge asset. Ask the prospective coach, how long they have been a coach? How many clients have they worked with and in how many industries? Look for someone with depth and breadth of experience in a range of industries and with a proved track record.

Coaching as an essential business tool continues to gain legitimacy, but the fundamentals of the industry are still in flux. In this market, as in so many others today, the old saying still applies: Buyer beware!

A coach who has both consulting and coaching skills is an advantage.

Coaching is all about getting unstuck, taking action, living to your potential, and managing your time. Consulting is giving expert, appropriate and effective advice. As a business owner, you might need support with for e.g. marketing, business strategy, planning or good time-management. Make sure your coach is an expert in the particular area(s) for which you are seeking coaching. In this regard a coach who has consulting experience is an added bonus.

Is it a good fit?

After your initial consultation, do you feel that it’s a good fit, both personality or style wise? Do you have a good rapport with him/her? What does your gut tell you about working with this coach?

Flexibility and agility

An experienced coach should offer flexibility. You should not be ‘forced’ into a pre-set program of training or orientation that often runs over weeks or months. This means that you pay (sometimes exorbitant prices) for learning or wasting time on what your business doesn’t need. A good coach must have the necessary experience to introduce a program or a set of steps that specifically suits your particular requirement.


Does the coach challenge you to step up to your best level, to be accountable for getting things done? Does the coach not let you get away with being less than you want to be?


Is the coach clear on what they charge and do you understand what you will get for the price you pay?


Ask the coach for a list of references and check them. It is crucial to check the coach’s track record and reputation in the industry.


Only work with business coaches who will provide you with a written contract that specifies amongst other things, the rules of engagement, the scope of the relationship, the period of the relationship, the payment and invoicing guidelines, priorities for action and the specific desired outcomes.

When working with goal-setting what models do I apply?

I apply and use a number of methodologies to help the client define their goals. Some of which are:

Matrix approach

This approach consists of the following steps:

  • Define the current position or situation, challenge or problem
  • Define the goal
  • Define the options
  • Define what needs to be done to achieve the goal
  • Define and design a step by step plan of action
  • Visualise the end result
  • Define milestones
  • Start moving!

SMART model

SMART is an acronym for the following:-

Specific: few people understand how setting specific goals works. It’s very easy to be vague; we try to improve our “focus” for example when this can mean many things. It’s much more effective to work on specific actions e.g. tossing the ball correctly if we’re looking to improve our free throw.

Measurable: how do you know that you’re making progress? If you can’t measure and receive clear feedback against your established goals, improvement is at best good luck.

Attainable: part of breaking things down into mini-goals, is that it makes it easier to complete much bigger goals. When we work and complete many attainable goals, our success builds up and our ability to solve more complex problems improves.

Relevant: goals should be established to improve behaviours or processes rather than outcomes. We can’t really control the outcome, but we can continually learn a great deal about new and vital behaviours that improve our outcomes.

Time-bound: goals have a habit of not getting done if there’s no time-frame behind them. If we’re not accountable to getting things done in a certain time, we tend to put things off; search for ways for keeping yourself accountable.

GROW model

GROW is an acronym for the following:

Goal: The definition of the end goal

Reality: What is the current position, issues, challenges, etc.

Obstacles and Options What are the obstacles that may prevent the goal achievement and what are the options for dealing with these obstacles

Way forward: What are the action steps to take to achieve the goal