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Nobody asked for her certification
Dia Bondi had coached for years, but certification was only starting to become a thing. She enrolled in the Coaches Training Institute anyway because she liked its co-active model and it wasn't too woo.
She announced it on LinkedIn, back when the site was a different place, and tagged mid-level people she had been in the trenches with on the Rio project. Each week she named a specific skill from the course she needed to practice and offered an hour with her to the first people who replied. Sometimes five, six, eight, or twelve people answered.
The posts made it clear to her whole community that she was already a coach and leveling up. They also created a little FOMO around getting hours with her, which she never framed as free or discounted. The people who replied had strong reputations in the world she worked in.
What makes the co-active coaching model different?
The Coaches Training Institute was founded in the early 1990s, and its approach was laid out in the book Co-Active Coaching by Laura Whitworth, Henry Kimsey-House, and Phillip Sandahl. The model treats the coach and client as partners, with the client's own agenda leading the conversation instead of the coach's advice. Its core idea is that clients are capable and whole and already hold much of what they need. Coaches work by asking and listening more than by instructing.
Why does limited availability make people want in?
In a 1975 experiment published in the Journal of Personality and Social Psychology, Stephen Worchel, Jerry Lee, and Akanbi Adewole showed people the same cookies from two jars. Cookies from a jar holding two were rated more desirable than identical cookies from a jar holding ten. Robert Cialdini later cited the result in his book Influence as an example of the scarcity principle. A limited number of hours has the same effect.
Who regulates the coaching profession?
Coaching has no government licensing requirement in most countries, so anyone can use the title. Credentials come from private bodies instead. The International Coaching Federation, founded in 1995, runs one of the best-known voluntary credentialing programs. Training schools such as the Coaches Training Institute offer their own certification on top of that.
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