The very nature of executive coaching—admitting one’s leadership mistakes and seeking corrective help—kept this profession on the down-low for decades. Yet coaching successes and word-of-mouth confidences have boosted professional performance training for executives beyond the C-suite and legitimized a burgeoning worldwide market.

Not that every executive who has received coaching wants to brag about it; many still see any form of coaching as a professional liability among their peers. And there are others who haven’t yet warmed up to the idea. But there’s no denying that the concept of executive coaching is growing on people.

Executive Summary

A growing market for executive coaching is making this once secretive profession a sought-after leadership tool.

“Over the past 25 years coaching has gone from being fairly rare and viewed with some suspicion…to being quite common and accepted as an important support and development mechanism for leaders,” says Erika Andersen, founding partner of Proteus International, which has offered executive coaching services since 1990. Proteus clients have included Wells Fargo, the New York Stock Exchange, NBC Universal, Gannett Corp., Turner Broadcasting, Union Square Hospitality Group and Madison Square Garden.

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