DO THIS AND YOU WILL PROSPER

Many years ago when my late brother and I were promoting a training program on ethics in business, we received several phone calls from irate businessmen who basically had one point to make with the intention of discouraging us from continuing the program: There is no such thing as ethics in business. I am glad to discover that such thinking does not exist in the coaching business especially among ICF accredited coaches (thunderous applause please).

I just love the definition for the word ethics – moral principles that govern a person’s behavior or the conducting of an activity – especially the idea of an agreed set of principles to govern our behavior and conduct as a coach and as we coach. Thankfully, we have the ICF as the creator and enforcer of these principles and as we submit to the set code of ethics, coaches have an idea what they ought to do in terms of rights, obligations and responsibility to various components of the coaching industry and society at large.

The ICF Code of Ethics is a gift to all its coaches as it ensures the integrity of the coaching profession, a profession yet unregulated and thus open to abuse by unethical coaches. It also sets a common standard for all levels of coaches to govern their conduct – an all-inclusive code of conduct for the green coach, still wet behind the ears to the seasoned, oak-strong coaches that serve as models and idols in this wonderful business of assisting others discover their potential and transform their lives.

With the establishment of the Ethical Conduct Review (ECR), unethical coaches can be reported and a set of procedures to review, investigate and respond to alleged unethical practices of behavior is assured. I believe the making of laws is useless if there is no power enforcing those laws and no action meted to those breaking the laws created. With the ECR, some muscle has been given to the ethical codes formulated and it will do us good to obey the law.

When a bunch of slaves escaped Egypt to begin a new life in a faraway land, some law and order, to govern this nation in-the-making was necessary. According to the famous story, 10 commandments (plus a slew of other laws and principles) were given to them by God via their leader Moses. These Mosaic Laws were to be meditated on day and night, spoken at every gathering, shared with everyone at every opportunity and most importantly, obeyed completely as long as the people had breath. Listening to our tutor of the night, Coach Bongi, emphasize repeatedly how the ICF Code of Ethics should be read over and over again, till we understood every law and rule, till we practiced it religiously, guided by its content every second we move and breathe as a coach, I could not but see the similarities of both bodies of rules and the important role they play.

So I have planned to download the pdf file containing these Codes and begin to meditate on them, day and night, to memorize them so that I can carefully obey all that is written in it for then I am confident I will prosper and be successful as a coach! Thanks ICF and all involved in the challenging task of formulating and presenting the Code of Ethics for every coach under its umbrella (they even upgraded the Code for this year!).

Another thing I love about the Code is its comprehensiveness and the power it gives me as one who submits to its demands and practices it to a T especially the power to say ‘NO’ when my coachee, sponsor(s) or stakeholders cross the ethical borders via their demands and actions. All I have to say, using the iconic words of Chief T’Challa of Wakanda, “We don’t do that here” and if I am questioned why, all I need to say is, “The ICF Code of Ethics says so”. This is so liberating and gives me confidence to exercise my skills as a coach, knowing what I stand for and practice is backed by a higher power and not of my own making.

But like the exhortation of the brother of a famous man from Nazareth, we are to be Doers of these rules and not just knowledgeable readers and hearers of the ICF Code of Ethics. For if we just read and understand these laws but fail to comply fully with them then we are no different than a man who is aware there is a dirt mark on his face after looking in the mirror but then walks away without taking any action. Thus the requirement from ICF is that we DEMONSTRATE ETHICAL PRACTICE as a coach. We need to be found guilty of tenaciously upholding and living out all that is written in the Code of Ethics!

To help us and to make sure we have no excuse, ICF has spelled it out in detail as what it means and how it looks like if a coach demonstrates ethical practice in his coaching business – to be exact 7 MUST DO’s. Here they are in table form and my comment/thoughts about each requirement.

1. Having personal integrity and honesty in all his interactions	Integrity and honesty – whole and undivided commitment to living out the moral principles espoused without any shadow of doubt.  Fantastic standards!
2. Sensitive to the client’s needs, beliefs, values etc.	In other words, the coachee is to be honored, respected and given preference always. Or in the famous words, “Not my will but yours”.
3. Use appropriate and respectful language.	Mind your language. Let your conversation always be gracious, seasoned with salt, and know how best to speak to your coachee resulting in conversations that remove blockages, promotes wellness and encourages tolerance, thankfulness and kindness.
4. Abide by the ICF Code of Ethics and uphold its Core Values	Be obedient practitioners, faithfully living as coaches in full submission and practice to the Code and Values. Got it!
5. Maintain confidentiality	This is a BIG ONE! Get very clear even BEFORE coaching begins how much can be revealed and shared to others, can recordings be made, how much you will reveal in your progress reports etc. In this web-torial I realize coaches create CONTRACTS and in it so much needs to be spelt out so that we will never break confidentiality (note to self: need to learn more about coaching contracts)
6. Maintain distinction between other professions	It has been mentioned before and I get it – in the coaching business, NEVER be a consultant, advisor, mentor, therapist, or psychologist. JUST BE A COACH! Spell this out clearly to the coachee and all concerned – what you do and don’t do as a coach and keep repeating the mantra “My coachee is NOT broken. I am not her fixer”. Relieved to hear from the coaches in attendance that this could probably be the most challenging aspect for a new coach (phew!).
7. Refer clients to other support professionals.	How to do this? Refer to the pdf notes available at the Catalyst webpage for Lesson 4. Some practical tips and examples.

Coach Bongi then slipped in one last gem at the last minutes of our online class – we need to show up as PROFESSIONAL COACHES.

• Is your wardrobe reflecting professionalism?
• Is your facial expression reflecting a high standard of professionalism?
• Is your room/meeting place a reflection of your professional standing and practice?

This will be another area I will need to look into and a call to one of my trainer friends who’s an image consultant may be needed (and maybe a room décor expert too while I am at it). This is so exciting – a change of image and place to reflect my new identity as a professional coach. Scary but so good!

So what’s my takeaway from this web-torial? Coaching is a professional, no-nonsense business or as Phua Chu Kang is famous for saying, “Don't play play!” Time to up the ante and be the best!