Executives Do Not Want To Be Coached: They Don’t See The Value
Executive Coaching: Why the Climb Doesn’t End at the Top
There’s a common perception in many workplaces that coaching is for those still on their way up. Once someone reaches the coveted title of VP, C-suite, or executive, the finish line is crossed—and the need for coaching fades away. The expectation shifts: now it’s their job to coach others, not to seek guidance themselves.
But this “mountain top” mindset is limiting. Whether it’s ego, tradition, or the belief that an executive should have all the answers, many leaders fail to invest in their own development. They see coaching as a tool for others, not for themselves. After all, why would someone at the top need a second set of eyes or a sounding board for tough decisions?
On paper, this might seem logical. But research and real-world results tell a different story.
The Real Value of Executive Coaching
Ken Bower addressed this exact issue in his article, “Leadership Coaching: Does It Provide Value?” (Journal of Practical Consulting, 2012). Early in his consulting work, Bower was challenged by executives to prove the ROI of coaching—not just in feel-good stories, but in hard numbers. Like most business leaders, executives want to know that every dollar spent delivers a measurable return.
Bower began with qualitative evidence—stories of better leadership, improved team morale, and more effective decision-making. But he knew that wasn’t enough. He then dove into research, seeking ways to quantify the value of executive coaching. What he found was both practical and persuasive.
Quantifying ROI: The Research
Bower discovered a formula for calculating the monetary value of coaching:
Monetary Value = Estimated annual economic value of performance improvement × Estimated percentage improvement due to coaching × Percentage confidence in this estimate.
And, for ROI:
ROI = ((Benefits – Costs) / Costs) × 100
This approach, based on Dembkowski & Eldridge (2003), enables organizations to directly tie coaching outcomes to business results—something every executive can appreciate.
He also highlighted key variables for maximizing ROI:
- Establish Clear Business Objectives: Coaching should be directly aligned with organizational goals.
- Tie Communication About Coaching to Those Objectives: Make the value of coaching visible and relevant.
- Build a Three-Way Partnership: Engage the executive, the coach, and the organization in the process.
The Numbers Don’t Lie
The data backs it up. For example, Anderson (2001) found a 529% return on investment for executive coaching in a study published as “Executive briefing: Case study on the return on investment of executive coaching.” That’s not just a feel-good story—that’s a bottom-line impact.
Other studies echo these findings, showing that executive coaching leads to:
- Improved leadership effectiveness
- Higher team productivity
- Enhanced decision-making and strategic thinking
- Greater organizational agility and resilience
The Climb Never Really Ends
The truth is, leadership is a journey with no finish line. Even at the executive level, there are always new challenges, fresh goals, and opportunities for growth. The best leaders never stop learning, and the most successful organizations invest in their leaders at every stage.
Ready to see the ROI of executive coaching for yourself?
Let’s talk about how personalized coaching can help you or your executive team reach new heights, no matter how high you’ve already climbed.
Book a call today at jberriault@berriaultandassociates.com, and let’s unlock your next level of leadership success.
Book a call today at jberriault@berriaultandassociates.com, and let’s unlock your next level of leadership success.
"I help create ecosystems that become legacies.”
- Jeremy Berriault
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