Coaching: What's in a Name? More than You Probably Thought

They say a rose by any other name would still smell as sweet as it does. But the assumption is that you will seek out the rose even it was called by that other name.  Not true.  Try this thought experiment.

Let’s assume a rose is now called a “rat”  or “pig”.  I am not sure now,  given the contextual understanding of rat or pig (which already exits) in the mind of someone, whether he / she would really have the propensity to even attempt the smelling exercise. This has to do with the way our brain is wired and the images we have of the concept. So the association that exists in our mind with “rat”  or “pig” is the hindrance

Now let’s imagine a new word “fiper”  or “toki” (I’m sure it won’t be found in a dictionary) and start using this for a rose.  The next time you smell it and are told you will be presented with a fiper or toki you start associating the word with the sweet smelling thing and wait in anticipation and won’t get that repulsive feeling.

Now that same concept extrapolated to the HR world where we have a popular developmental tool called “coaching”. Whatever be the objective the association of the word itself might have something to do with what exists as a popular meaning in a cultural context.   In India, especially during our growing up days as students one may tend to believe or understand that coaching is for someone who is weak in studies.  We hear parents saying my boy/ girl goes to a coaching class to cope up with studies.  So contextually coaching is seen as something for those who need help,  those who have to go beyond regular school or college.

From my experience I have come across many people in the Indian context who don’t want to openly agree that they are being coached.   They are very uncomfortable in accepting the fact that they go through coaching (either on performance or even on leadership) for this very reason.  That is one reason why in the Indian context coaching is not seen as something aspirational (specifically being coached).  Being a coach may still be something which may be handsomely rewarding and may still find favor but being coached….probably not.  So next time we need to contextualize a program to cultural context we may want to understand how the association of the mind does that. If it is positive go ahead….like some organizations have a Catalyst Program for rapid promotions  Here the association goes in unison with something desirable.

Think about it.  Coaching perhaps needs to be positioned differently.  We may need distinct words or derived words that make us more comfortable.  It's time to think about the contextual adaptations needed for programs that we borrow from the west. It's time for indigenous adaptations to people management concepts.  

The genesis for the above discussion came from my observation and discussion with some of those who were involved with coaching.   Managers and leaders don't want to accept (openly) that they are being coached.   They may be OK to have a coach but not discuss with others, even do the coaching discussion at a hotel / at home.   The sense that came out of these observations was that people associate coaching with something not so "good" something beyond "regular" or "normal".