McBride for Business Blog

The Importance of Coaching

April 4, 2017 // R. Shawn McBride // No Comments »

R. Shawn McBride recently spoke to Joe Yazbeck about the importance of coaching. Here is the transcript:

R. Shawn McBride: Hey everybody, I’m Shawn McBride, here with you live. I wanted to take a minute and talk about the importance of coaching. I’ve been working with Joe for some time here. I do coaching too with some of my clients and other people, and I work with them on what they’re doing, but Joe’s been working with me a lot about getting my name out there, being a better speaker, and some of that personality stuff. So I kind of wanted to talk some about that with everybody so we can think something about it and group analyze what can be some of the benefits of coaching.

Joe, you want to talk a little bit about some of your experience and what you’ve seen with some of your clients over the years?

Joe:  I look at clients prior to them becoming clients as sort of diamonds. They have the potential, they have the ability, they have the willingness, much like a diamond. You have to sort of cut it out and … there’s a big shining diamond in my office on the wall. It’s kind of a lithograph and the caption says, “All beautiful creations begin with a rough start.”

A coach’s purpose is to really customize everything he does to that individual. What I do is to help build that confidence to speak in public and go through all the training exercises and skill-building drills in my program to help individuals and professionals to really become a more respected and more recognized authority in their industry simply by being a better leader, by being a more effective communicator. You cannot do that without coaching. You cannot do that without practice. You cannot do that without the repetition of drills to get them natural and effortless.

R. Shawn McBride: Yeah. Thank you. You’ve worked with me for a long time and we certainly did do a lot of drills about how do we say things, the level of precision and the expression. It really did allow me to bring out who I am. It’s been interesting, I do my coaching in a different area. I work with people on executing their plans and getting where they are and where they want to be. It sounds simple enough, be a person … in your area, you know, be a personality and get people to know who you are, and for me being who you are and live the plan you want to live.

It sounds simple enough, but it’s amazing when you step outside the things you see that the person can’t see. I think that’s why great athletes have coaches. That’s why-

Joe:  Exactly. Athletes, performing artists, those people that have to stand on big stages, authors who have to speak, speakers who have to write books, and all of a sudden they’re in the limelight. The key to coaching for me has been that you don’t want to change the real authentic individual. You don’t want to add synthetic anything to the person. You want them to shine as who they truly are and connect to their audiences, whether live or on camera.

Every individual has their own real within themselves sense of truth about themselves. You don’t want to meddle with that. I think that’s where the great coaches are, and I’ve coached coaches. I’ve enjoyed coaching coaches because it gives them a sense of how do you … You don’t want to mold someone necessarily, but you want to be able to allow the power of who they are to come through by removing the barriers and obstacles that are preventing that power from really coming out and getting unleashed. That’s the key for me.

R. Shawn McBride:  Yeah. That was certainly a very helpful thing as we’ve been working together over time, is those things that I’m not seeing that I’m doing that I think nothing of and it’s just natural because I’m not on the outside. I see the same thing with people in their lives and their plans and what they’re trying to do. They may have a great mind and they may have a great business plan, but they’re missing something because they don’t have somebody else.

In fact, that’s one of the things I talk about when I talk about making plans and working with groups, is get other people involved and that unlocks so much value and possibility of … they’re going to see things you don’t see just because they have a different life experience. Tonight when I speak to a group here in Tampa I’m going to talk about the fact that we all have different pasts. We grew up eating at different dinner tables. We have different customs, different norms. Because of that, we look at things differently and we analyze things differently. There’s a great benefit to getting other people involved and-

Joe:  Very true. I have to tell you, it’s a common denominator with me because I have a … my best-selling book, No Fear Speaking, is now in eight languages and it affords me to travel to different countries and open up workshops and seminars with organizers and translators there. I have to tell you, the common denominator of every culture I’ve had to speak in is that they all want to be in a position where they can relax, be comfortable and confident communicating to the public that they’re trying to attract without compromising themselves.

R. Shawn McBride:  Yeah.

Joe:  Like in Spain, I was in Alicante, Spain and I delivered a workshop to 120 investors in the finance industry, and for the most part they know so much about money, but I said money is about trust and money is communication, and if you don’t know how to communicate you are not going to build trust, no matter what industry you’re in. I mean this is what we have to do when we coach people. We have to get them to understand that in order to connect to people they’ve got to secure the trust and confidence of the public they’re trying to attract. You did a great job with this.

R. Shawn McBride:  That is important, yes. It’s about being authentic and being yourself. The funny thing is I think in my case there were years and layers of prior learning that kind of … people said do things this way, do it that way. You go through college courses on communication. You get counseled by law firms that you work for or different employers. You keep putting all these masks on because people tell you this is the way you do it, this is how you communicate.

I had all these layers of artificial being on top of me. People were telling me how to be and what to do and it wasn’t me, and it took a long time to strip away layers of not being myself and just laying it out there. Part of it too was repetitions of speaking and being out there in the world. As I spoke more and just got comfortable with the stage, I realized I could be myself and it’s not … and people aren’t going to attack me.

Joe:  It’s very interesting. It’s a leadership role. What you just described is … that occurs through mentorship. Mentorship is a very important factor in leadership. Leaders, what do they do? Leaders, they know the way, they go the way, they show the way.

R. Shawn McBride: Yeah.

Joe:  That’s coaching, and that’s mentorship the way it should be done.

R. Shawn McBride:  Exactly. I’m going to do a program … oddly enough, I’m going to do a program in a couple months here on being a boss without being bossy. Somebody has reached out to me and they want this topic covered for corporate America. How do you be a boss without being bossy or controlling? It comes back to these leadership principles. How do you lead your organization and how do you get there?

I see we have several people in the audience. If you have questions send them up here. What have you experienced with coaching? What are you dealing with? Have you struggled with the idea of bringing a coach in? Is it something you’re nervous about? Send some comments over and we can try to respond to them.

Leadership versus coaching, or versus boss, is a very careful distinction. You want to lead an organization. You want to be in the front and show the way, but you don’t want to over direct or over control.

Joe:  Right. Part of coaching of course is … coaching does not necessarily just take place in a professional coach’s training room. It takes place at the workplace. It takes place in the offices. It takes place in the training rooms or HRs of companies. The key to it is a leader’s role is to inspire people. If you’re not inspiring people, if you’re not motivating them in ways where it’s positive action you’re leading them to and that will compel … they’re not obligated because there’s a difference between leaders and managers, you see.

A manager is somebody who has to get the job done through obligation, where the leader’s role is to inspire a team so that that team is on its own, independently taking action to support the goals and targets of that company.

R. Shawn McBride:  Yeah. How do we build coaching into organizations? I think one of the things you and I … we work one-on-one with people to coach. Sometimes we’re brought into corporate environments to talk to them about how to run their businesses. What are some techniques you’ve used to kind of bring coaching into an organization? Because it can be much bigger than one person. We can lead … kind of bring a culture to an entire organization which can change the lives of so many. How would you touch upon bringing coaching into an organization?

Joe:  Having a status, a hierarchy of different levels is a responsibility in an organization, such as managers, supervisors, directors, VPs, your C-level suites, all of those. They’re all coaching, and it starts at the top. You’re mentoring people to take your job. Imagine an organization that is mentoring their juniors, so to speak, to take over. You’ve got an expanding organization, and they feel that they’re going somewhere. The key to coaching in corporate is that everyone is geared toward building a future.

R. Shawn McBride:  Yes, and I love that philosophy.

Joe:  Building a future is the most exciting part of any business.

R. Shawn McBride:  Yep. I’ve held that philosophy for a long time. You say it in slightly different words than me, but I’ve always said that. In fact, when I was working … when I was applying for law firms and they were like, “What is your philosophy on training junior associates, the people that would be working for you?” I told them … I said, “I want to train the people to replace me so they can do my job, which then allows me to go to the next level.”

I’ve always had kind of an organizational development philosophy of if you could get your teams and your people to do your job, then you could move to another level. Of course that takes some confidence, because you have to know that you’re going to grow and be able to take a higher role. Some people get scared of that.

Joe:  I’ve had CEOs come to me … I’ve had CEOs of major companies that are trying to keep their expansion from exploding so that they can control it. I say you’re missing a very vital step in your organization. I said if you have training manuals that you can coach people on then you’re able to show them how something is done while they’re on the job doing it. If you’ve given them an opportunity to learn what their jobs are, and then of course learn how to transition to the next step up in their upward mobility, that’s part of the focus of expanding your organization, it’s going to be a lot smoother.

R. Shawn McBride:  Yeah. Let’s touch on that as we wrap up. Let’s touch just for a second about exactly that, expanding an organization. It’s something I feel pretty strongly about. A lot of us out there are solopreneurs. I started my law firm that way. I work for a 2,000 person law firm and then it was just me. Now I’m building an organization around me. I feel pretty strongly that all of us should build a team around us, because if we try to do it all on our own we’re not going to be able to. We need to capitalize on our unique skills and our interests and talents. How does coaching play into that as well?

Joe:  It’s a mentorship. It’s personal. You’ve got to know the person you’re working with. You’re not just teaching a subject to a person when you’re coaching them. You are coaching a person. That’s a very different approach. You’re not a professor when you’re coaching. You also have to undercut sometimes. You have to see some of the nuances of that person’s inability and then you isolate a skill building exercise to get that ability back in so that doesn’t become a problem to the person in trying to go further.

That’s the key to great coaching. I actually feel confident that I’ve mastered that over the years. I always did not have it. It was tough. I realized I had to really get in and get to know my client so well that I’d recognize some of the biggest plus points and then some of the minus points that needed to be skill built upon to give that person a completeness of coaching.

R. Shawn McBride:  Right. I know some of you are going to be watching this over a recording, because Facebook Live will be there for people in the future. If you think of questions, thoughts, ideas, things that you want to know, let me know, because Joe and I will do this again in the future. It’s your chance to get some questions answered informally, get to know both of us and what we can do for you. Please drop your questions on the Facebook, or message me or Joe and we’ll build some content for you in the future. Joe, how-

Joe:  I offer a complimentary first coaching session.

R. Shawn McBride:  Wow.

Joe:  There you go. All you’ve got to do is go to and fill out one of the forms on any of the pages there and connect with me. I’ll offer you a complimentary … whether by Skype, Zoom, video conference or over the phone or live.

R. Shawn McBride:  That’s great. I’ve learned so much from you. Every time we have one of our sessions I come out and I have some new innovation, some new way of presenting myself, something that adds a ton of value, so that’s very valuable.

I want to reiterate I left a Facebook video over the weekend. I’ve expanded my organization, which has freed up a little bit of my time, so I have just one or two slots open for some custom coaching for people that really want to get a hold of their life plan. If that’s something you’re interested in, we call it the custom package. We’re talking about a pretty large financial commitment here, a lot of time commitment, but if you really want to get on top of your plans, reinvent your life, be somewhere completely different 10 years from now, reach out to me. We will put together a custom package for you and we will get you to a different place.

Joe:  Shawn, that’s very valuable to offer people, very valuable.

R. Shawn McBride:  I’ve done it informally for people for years. I have a handful of my corporate clients that I’ve done this with and more and more people have been reaching out. I’ve just kind of finally grown my organization enough to have a little bit of free time, so I can pick one or two people and we’re going to radically change their lives, like we’ve done for others in the past.

Joe:  I’m very proud of how you’ve expanded your organization.

R. Shawn McBride:  Great. Thank you Joe. I’ll see you soon and look forward to doing another one of these with you in the near future.

Joe:  Absolutely. It’s been fun.

R. Shawn McBride:  All right. Talk to you soon.

Joe:  All right.


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This posting is intended to be a tool to familiarize readers with some of the issues discussed herein.  This is not meant to be a comprehensive discussion and additional details should be discussed with your attorneys, accountants, consultants, bankers and other business planners who can provide advice for your circumstances. Each case is unique.  Past results do not guarantee future outcomes. This article should not be treated as legal advice to any person or entity. Michal Koralewski.


R. Shawn McBride is the Chief Innovation Officer at McBride For Business, LLC. His signature keynote, The 3 Laws of Empowerment (, gives audiences an entertaining look at how they can prepare, plan and protect themselves. You can reach R. Shawn McBride at or (214) 418-0258.


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