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Workshop 5

Building a Coaching Culture through Strategic Choices

Presenters: Doug Riddle, Center for Creative Leadership; Chris Pollino, Genentech/Roche

Coordinator: Aarti Shyamsunder, Catalyst

Target Audience: Intermediate; this session is intended for coaching practitioners and HR leaders.


This workshop will provide a framework for helping practitioners and HR leaders find the right combination of coaching-related development options within their organization. Attendees will learn about five levels or patterns of coaching use, based on research from CCL, and how to use these levels to strategically meet the needs of organizations.

Detailed Description:

How can a client or practitioner make sense of the increasingly complex array of coaching services, definitions, and approaches available to them? Decisions about which coaching development options to implement in your organization or what recommendations to make are often based on limited experience, imperfect knowledge of the alternatives, or untested assumptions about cost and impact. This workshop will offer an organizing schema for understanding the various coaching options that is based on global experience and research. We will describe the five levels of coaching use and how they can be used to strategically meet the needs of organizations.

This workshop is designed to help participants:

  • Describe the five levels of coaching use
  • Explain how coaching can be used strategically meet the needs of organizations
  • Assess the current and future state of coaching in their organizations
  • Evaluate the range of coaching development options available given their strategic uses
  • Select the appropriate coaching options to meet organization or strategic needs

Douglas Riddle is Global Director of Coaching Services and responsible for the advancement of coaching research and practice at the Center for Creative Leadership as well as the portfolio of CCL assessments. In that role, he has expanded the CCL community of practice to nearly 30 countries with coaches who are fluent in 29 languages. Under Doug’s leadership, CCL has expanded its portfolio of coaching training and services to include senior leadership coaching, coaching for leaders in transition, and training models for organizational coaches. He has sponsored research into best practices in coaching, coaching using alternative media, and the impact of coaching on organizational effectiveness. He holds earned doctorates in psychology and theology and is licensed as a psychologist in California.

Chris Pollino is a Principal Consultant in Genentech’s Executive Talent Development Group. His responsibilities include managing the succession and talent management process, executive assessment, and coaching. Prior to joining Genentech, Chris was a Vice-President and General Manager for Personnel Decisions International (PDI). At PDI, he was responsible for leading the San Francisco Operating Office and also consulted in a variety of areas, including executive assessment, coaching, and 360° feedback. Prior to PDI, Chris held a number of positions in human resources, finance, and operations in organizations across a variety of industries. Chris holds a B.S. degree from Babson College, an M.B.A. from Northeastern University, and an M.A. in Counseling Psychology from the University of San Francisco.