Many senior executives regard a coach as an essential part of their team - the coaching programme provides an opportunity for sustained development, and for the working through of issues as they arise, in a way that ad hoc training can never deliver. (A recent study by the CIPD suggested that 87% of UK companies now use some form of coaching.)

Unlike mentoring - which has something of the pupil-teacher relationship about it - coaching is a partnership of equals, where the coach uses listening, questioning, re-framing and interpretation to help the executive to set and achieve goals. Blocks to achievement are identified and worked through, and options are evaluated

An effective coach has to combine a profound understanding of human behaviour and organisational cultures with a keen awareness of business imperatives. The coach works with the individual to help him/her to achieve personal growth and improved performance that has a direct impact on corporate effectiveness- a study by Manchester Inc. (2001) concluded that the average return on investment in coaching was six times the cost.

An AGC coaching programme takes six to twelve months and sessions can be off- or on-site. The process is entirely confidential but coach and client generally provide the sponsoring company with regular accounts of progress - however, the most important proof of success lies in changed behaviour.