Nikki Gatenby wondered if there was a way to boost motivation and inspiration to bring out the best in her staff – and decided to find the remedy.
“One of the things that really struck me was how creative and innovative people are in marketing agencies – but the whole management structure approach can be quite oppressive and dictatorial,” she explains. “I believed that by rethinking, we could bring even more creativity in.”
Having previously worked with coaches, she asked one of them to be her agency’s in-house coach. Their services were offered on a voluntary basis, and after an 18-month trial period, 90% of her staff had worked with them.
“It compelled us to work like that so much that I went to get coaching qualifications myself. It ended up with 12 of us going on the same course, to really enable us to bring the approach to life in the business,” says Nikki.
“A coach is someone who can help you unblock challenges and create change,” she says. “We have the answers inside, having someone to hold the mirror up is very powerful. It can give you a wider perspective to propel yourself professionally.”
“It’s about getting the best out of people. In the sporting world, every really high-performing team and sportsperson has a coach, and I think we should apply the same discipline to business.”
And Nikki stresses that coaching helps boost wellbeing and self-esteem, which in turn has a positive effect on work.
“It’s making someone who is already good, even better,” she explains. “I love coaching, and it’s now a central tenet of my work with business leaders. I can just see the transformative effect it has on people.”
“Creativity comes to the fore because you’re having much more searching conversations than just focusing on the task at hand.”
We’ll be discussing the positive benefits of coaching with Nikki, asking how easily it can be implemented across your agency, and why it’s important to nurture your staff’s creativity in this way.