DWS Project Brief - Part II



  • High tech manufacturer of woollen yarns
  • Factory located in Dalat, Vietnam
  • Challenged with need for more agile innovation while management staff needed to develop foundational skills to better innovate, trouble shoot and think critically
  • Request for workshop sessions to stretch out to every other week
  • 16 participants - management staff from  production, office, and the executive team
  • English as second-language with varying levels


Further facilitate management team(s) to further develop leadership, innovation, and creative competencies to support business growth, service/product innovation, and employee retention.

  • Confidence 
  • Build Psychological Safety (within self and others)
  • Intercultural Intelligence
  • Interpersonal Skills
  • Communication
  • Cross-Functional Collaborations
  • Fear of Making Mistakes/ Failures
  • Cultivate Understanding and Collective Ways of Doing

Coaching helps develop people’s leadership strengths and confidence, and is also a proven retention strategy.



Month 1
Self Leadership + Creative Intelligence
Creative Mindset

Learning about how to better discern what influences the level of creativity we have allows us to deepen and broaden capacity for creative thinking and doing.

  • Understanding levels of Empathy 
  • Understanding our values and how they affect our perspectives and how we relate to others
  • Courage with vulnerability allows us to create better with experimentation/prototyping. To create involves failing our way to success
Month 1-2
Leadership & Innovation Leadership
The Art of Collaborative Leadership

Agile innovation requires safety, collaboration freedom within structure to succeed. 

  • Discover key difference between traditional leadership and collaborative leadership
  • Build onto the creative mindset, learn what helps create safe, productive, and collaborative environments with others
  • Learning framework to facilitate better communication and  better agile productivity


Month 1-3
Self Awareness & Development
Individual Coaching

Opportunity to surface and identify individual needs to focus on to support Embodied Leadership

  • Dedicated coach supporting individuals through out the timeline, fuels accountability in stages of growth
  • As learners move into doing group/team work, new challenges will arise and identify specific interpersonal and communication competencies that requires growth on in order to lead self and others 
Month 2-3
Collaboration & Interpersonal Dynamics
Team and/or Group Coaching

Opportunity to develop the ways of working and dynamics, discover what will help to move forward better

  • begins post-trainings
  • 1-2 sessions per month, 1 hour each
  • Team - shared goals, working together as one
  • Group - similar goals but different tasks/dept, collaborate as independent contributors


  1. What are the # of learners/coachees? and which ones? Define the specific needs that require addressing, i.e. language support by DWS.
  2. Feedback on internal observations of what impact is visible from the first training - reflect from the perspective of the individuals and the groups (office & production).
    1. What attributes are still a challenge and what new challenges have risen?
    2. What strengths have grown or surfaced as new?
    3. What positive and growth behaviours have been continued? ie Pod work.
    4. What other trainings or coaching have they experienced since? What impact or changes surfaced from these?
    5. How has executive leadership team better supported the management team? What still is a challenge?
  3. What are the general or specific expectations? 
  4. Training times: Based on our experience, morning learning sessions earlier in the week (not on Friday) work better. What is possible here?

Top Ten Reasons You (and Your Organization) Need Coaching More Than Ever Right Now

By Ann Betz and William Arruda

  1. Many tools and techniques of professional coaching are scientifically proven to reduce stress. When we are stressed, it is much more difficult to have empathy, think creatively, control impulses, and make effective plans. When stress is reduced through coaching, people have more access to creativity, empathy, and resilience, all of which are critical right now.
  2. Coaching helps people process what is going on. This is an unprecedented time—the very fact that we have little to compare it to makes it exceptionally difficult to process and make sense of. Without processing during the time we are in the experience, we run a high probability of either crashing when it is over, or sublimating our worry, fear and stress into health issues, low energy, and other negative impacts. When we notice and allow our true feelings and concerns, we move the energy through and stay steadier and more able to cope both during and after. Many people need the support of coaching in order to do this effectively.
  3. Coaching helps people find their own resilience and capacity, even when we can’t change the external landscape. Any coach worth their salt knows to focus on the client, not the issue. When people are what we might call, “returned to themselves” through coaching, they see more possibility and find more internal resilience. This restores some sense of control in what feels like an uncontrollable world.
  4. The small amount invested in coaching during a crisis will pay off in terms of larger gains. The companies and individuals that will get through this time are those that maintain a fair amount of calm center, limit the toxic impact of stress, are flexible and agile, and truly “think outside the box.” Given the impact of the circumstances we find ourselves in, it is highly unlikely that people will find their way there without the kind of support coaching provides. 
  5. Giving managers and leaders coaching provides a noticeable ripple effect. Research shows that leaders have a potent impact on the “weather” of their organization. When they are calm, emotionally regulated, thoughtful, and patient, those around them feel more able to respond more thoughtfully as well. (Same is true for parents and children.)
  6. This will most likely lead to permanent changes for individuals and orgs. We know coaching is one of the most effective ways to help people navigate change. We’re not going back to “business as usual” after this. Coaching helps us know and express our own needs, desires and boundaries as things change so we can be active “co-creators” in what is to come.
  7. It is more critical than ever to retain and develop top talent. We’re going to need extraordinary thinking and performance to help any enterprise—whether it is a business, a school, or even a family—get through this. As things are pointing to different structures in how we do business, all enterprises are going to need to rely more on multiple layers of leadership.
  8. Coaching helps develop people’s leadership strengths and confidence, and is also a proven retention strategy. 8) Coaches help people get unstuck and move out of fixed patterns or mindsets. Surviving and thriving in this time requires an adaptable brain that can respond with flexibility and creativity, while still being thoughtful and applying logic. Coaching helps people identify limiting beliefs and move into more open and responsive mindsets.
  9. People are thinking about purpose and meaning as a result of this crisis. Without support in terms of surfacing and focusing on questions of meaning, life purpose, and important values, all too often the things we learn in crisis are lost. Coaching can help us powerfully reflect on what we are learning about ourselves.
  10. People will be using this opportunity to make major life and work changes and will need a coach to help navigate this change. Our old patterns and habits are well-wired into our brains. Making real change is disruptive to the system, and we need support to make major changes. Coaching is all about the reflection-action-reflection cycle of learning. A coach helps us identify what we want, try some things to put it into action, reflect on what we learned, and then continue this positive cycle as we move into new ways of being and therefore new results in our lives.

© Ann Betz and William Arruda, 2020. All Rights Reserved.

Ann Betz consults on the science of coaching for the ICF education department, and served as provocateur for the online learning ICF Advance in 2018 and will again in 2020. She is the author of This Is Your Brain on Coaching, the science of the ICF competencies, and has been a professional coach since 2001. She is the co-founder of BEabove Leadership, offering advanced coach training on neuroscience for the experienced and curious coach. She is a sought-after international speaker on the intersection of neuroscience, coaching, and human development, and works with many global brands and coaching organizations.

William Arruda is an entrepreneur, motivational speaker and the world’s leading authority on the topic of personal branding. He’s the bestselling author of the definitive books on the topic: Career Distinction and Ditch. Dare. Do! His latest book, Digital YOU helps readers translate their realworld brands for the virtual world. William is the CEO (Chief Encouragement Officer) of Reach Personal Branding and the co-founder of CareerBlast.TV – a personal and digital branding video learning platform for innovative organizations. His products have been used by over a million people across the globe. William is honored to work with many of the world’s most revered brands, including 20% of the Fortune 100. He regularly shares his thoughts on workplace trends and branding in his Forbes column. In 2015, he was awarded the ICF Chair’s Award for his contributions to the field of coaching.