Coaching Skills: The 4 Types of Awareness 

The seventh core competency of the ​​International Coaching Federation’s (ICF) Core Competencies is the ability to “evoke awareness.” The Merriam-Webster dictionary defines “awareness” as “the quality or state of being aware: knowledge and understanding that something is happening or exists.” However, what is awareness when applied to executive coaching? Why do executive coaches need to adopt “awareness,” and how can they? Continue reading to find out.

“Awareness is a key ingredient in success. If you have it, teach it, if you lack it, seek it.” - Michael Kitson

Defining awareness

Dr. David Hanscom defines awareness as “being fully connected to the present moment” (2021). The ICF states that the aware executive coach “facilitates client insight and learning by using tools and techniques such as powerful questioning, silence, metaphor or analogy.” The aware executive coach is intentionally aware of the “client experience,” as well as their “thinking, values, needs, wants and beliefs.” They are aware of “what is working” for their client as well their potential challenges (ICF, n.d.). When an executive coach practices awareness, they will know “how to facilitate the session” and “the right questions will come at the right moment” (Kumar, 2020).

In summary, the aware executive coach is intentionally aware of all aspects of their coaching relationship, how it affects their clients, and how it affects themselves. The aware executive coach uses their awareness to provide more impactful and personable coaching.

4 types of awareness

When examining awareness for the executive coach, it is important to understand the different types of awareness. By breaking down the various forms of awareness, executive coaches can further ensure that they are maintaining intentional awareness of their executive coaching. Dr. David Hanscom outlines 4 types of awareness.

#1: Environmental awareness

As defined by Dr. Hanscom, “environmental awareness involves placing your attention on a single sensation—taste, touch, sound, temperature, etc.” This awareness draws your attention to what is happening in the present moment and allows you to notice not only your surroundings but also your client's non-verbal communication. As the adage goes, most communication is non-verbal. Some even report that non-verbal communication is up to 90% of all communication (UTPB, n.d.). The Society of Human Resource Management states that “managers who rely solely on verbal cues to communicate with employees are missing the majority of what their employees are saying” (Talley, 2010). This is also true for executive coaches. By noticing your clients’ non-verbal cues within your coaching environment, you begin to gain awareness of questions that your clients are not open to, or challenges that are particularly stressful, as displayed by their body language and tone of voice.

#2: Emotional awareness

Executive coaches should also be aware of emotions that are displayed during a coaching session. Being aware of emotion requires not only awareness but also a vulnerable acceptance of emotions. Dr. Hasncom shares a quote from a fellow doctor in his article which states, “you have to feel to heal” (2021). Without emotional awareness, executive coaches risk being reactive to the behaviors, failures, successes, and challenges of their clients (Hasncom, 2021). This reactivity can displace powerful questions, time for reflection, and insightful discussion. When executive coaches are aware of the emotions that their clients display, they can better address their needs and challenges.

“What is necessary to change a person is to change his awareness of himself.” - Abraham Maslow

#3: Judgment awareness

It is also important for coaches to be aware of their judgments, unconscious biases, and preconceived notions. Types of judgment can include labeling, perfectionism, and negativity. Dr. Hasncom states that by gaining awareness of these thought patterns, you can work towards “more rational thought patterns.” Furthermore, judgments can also get in the way of powerful questioning. When judgments are made and accepted without being confronted by awareness, curiosity is left far behind. By embracing awareness and questioning preconceived notions, executive coaches can protect their sense of curiosity, ask more powerful questions, and better help their clients achieve their business goals.

#4: Ingrained thought patterns

Dr. Hasncom states that “your thoughts and beliefs are your version of reality” (2021). The thought patterns and beliefs that you have influence your view of your challenges as well as your view of your clients’ challenges. Being aware of your thought patterns and beliefs can help you recognize unhelpful patterns or beliefs such as negative assumptions about client behavior. Furthermore, learning to recognize your own ingrained thought patterns can help you start recognizing the thought patterns of your clients as well. This new knowledge can be a great source for powerful questions and deeper discussion.

 

Mindset in Coaching

What is a mindset?

Our mindsets are “habitual patterns of thinking” that

·         Frame the way we see the world

·         Program what we believe our limitations and possibilities are

·         Define the parameters of our actions and interactions

·         Affect our outcomes/results         Adapted from: Marilee Goldberg (2002)

 Our mindsets are like lenses through which we view the world. For most of the time we are not even aware of our mindset. We can, however, become aware of the mindset we’re operating with. We are then able to decide whether that mindset actually serves us and our goals – or whether another mindset might serve us better. As coaches we are more effective when we shift from the mindset captured on the left to the mindset captured on the right.

From		Towards
Focus On Deficits & Deficiencies What Needs To Be Fixed		Focus on Strengths Capabilities and Possibilities
Concerned with Judging & Evaluating Current Performance		Concerned with Developing and Growing Capability for Current and Future Performance
Caring Only About Results		Caring About Results and Caring About People
‘Know It All’ Closed Thinking Judger Orientation		Curious, Open Inquiring Learner Orientation

 

Unique Value Proposition (UVP)

A Unique Value Proposition (UVP) is a concise statement that articulates the specific benefits your product or service offers, the problems it solves for your target audience, and most importantly, why you are the superior choice compared to competitors. It's the essence of what makes your business stand out.

What Does a UVP Do?

An effective UVP achieves three key objectives:

• Communicates Value: It clearly explains the benefits your offering delivers to customers. What problems does it solve? How does it improve their lives or businesses?
• Resonates with Target Audience: A strong UVP speaks directly to the needs and desires of your ideal customer. It identifies their pain points and positions your product or service as the solution.
• Differentiates from Competition: A UVP highlights what sets your business apart. Why should a customer choose you over your competitors?

Crafting a Powerful UVP

Here are some key considerations for crafting a UVP that resonates:

Focus on Benefits, not Features: Don't just list features; explain how they translate into tangible benefits for the customer. For example, instead of saying "Our software has a user-friendly interface," focus on the benefit: "Increase your productivity by 20% with our intuitive software."

• Understand Your Customer: Conduct market research and delve into your target audience's demographics, needs, and challenges. What keeps them up at night? What are their aspirations?
• Quantify Value Whenever Possible: Back your claims with data or specific results. Can you showcase a percentage improvement, cost savings, or time reduction achieved through your product or service?
• Keep it Clear and Concise: Your UVP should be easy to understand and remember. Aim for a single, clear sentence that captures the essence of your value proposition.

Examples of Effective UVPs

Here are some examples of well-known UVPs to illustrate the concept:

• Dropbox: "Simplify your life by storing your files securely in the cloud and access them from anywhere." (Benefit: Convenience and Accessibility)
• Mailchimp: "Grow your business with beautiful, data-driven email marketing." (Benefit: Growth and Measurable Results)
• Uber: "The fastest way to get a ride, anytime, anywhere." (Benefit: Speed and Convenience)

Developing Your UVP

Crafting a strong UVP requires introspection and analysis. Here are some steps to guide you:

• Identify Your Customer: Who are you trying to reach? What are their challenges and goals?
• Analyze Your Offering: What unique value does your product or service offer? How does it solve customer problems?
• Research the Competition: Who are your main competitors? What are their strengths and weaknesses?
• Focus on Benefits: Don't just list features; communicate the tangible benefits your offering provides.
• Keep it Simple and Clear: Your UVP should be easy to understand and remember.

The Power of a UVP

A well-defined UVP serves as the cornerstone of your marketing strategy. It informs your messaging across all channels, from your website and social media to advertising and sales pitches. By clearly communicating the value you deliver, you'll attract the right customers, build brand loyalty, and ultimately drive business growth.