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(Warning: We're Not Following the Crowd)

By Virginia Kellogg

In the early days of the coaching profession, clients were often corporate executives and professionals and their coaches were from upper-middle-class backgrounds. This initial model of coaching promoted professional development and success. As a consequence, coaching is primarily a profession of and for those who already have power and privilege. We are committed to changing that.

Imagine a bunch of coach trainers in a brainstorming session. The question on the table is, “How do we make coaching accessible to people everywhere?”

We’re coaches. We train certified coaches. We’ve witnessed the impact of coaching on our clients a zillion times. We KNOW this stuff works.

But how do we reach the masses? How do we get coaching skills in the hands of every person? Even those without power and privilege?

These questions became the impetus and motivation for Coaching for Community Transformation (CCT). The initiative was born from a commitment to social justice and a desire for all people to enjoy more equitable and just communities.

How does CCT work? We teach community members how to have coaching skills running in the background all the time. This innovative approach brings coaching into every conversation, meeting, and gathering. The focus is on teaching coaching skills to help people shift behaviors and beliefs. CCT coaches learn to interact with people, not problems.

The results are real (download PDF): Coaching for Behavior Change.

And the work is just beginning.

There is an ever-present need for coaching skills to be integrated into the toolbox of educators, caseworkers, counselors, managers and leaders of all kinds. Beyond learning and practicing coaching skills, CCT coaches integrate the skills into an existing skill set, in their particular field or organization.

Want to start a coaching movement in your organization or community? Come with us on this mission to “make coaching accessible to people everywhere.” Connect with me to explore opportunities for partnering and delivering CCT programs in your community.

To help you get started, grab a FREE Coaching in the Background guide (download PDF).

About the author:
Virginia Kellogg is a founding partner of Leadership that Works Inc. and the creator of the LTW Coaching for Community Transformation program.

Virginia’s work focuses on bringing coaching into the community setting and training members of direct service organizations, schools and nonprofits to integrated a coach-approach to service delivery and community empowerment.

Virginia currently serves as the President of the Association of Coach Training Organizations.


Coaching is life-changing, world-changing work. The coaching programs at Leadership that Works go beyond theories and models and work with clients on a deeper level. You learn how to coach the whole person: physical, mental, emotional and spiritual. Whole person Transformation.

Leadership that Works

Transforming the world.
One heart at a time.

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