Coaching Culture. How to Lead Through Effective Coaching Conversations
👋🏻 Hello growth seekers,
In the early years of Bob Chapman’s career as the CEO of Barry-Wehmiller, a global manufacturing company, he ran the business with a traditional mindset: manage costs, drive productivity, and deliver results. For years, this approach worked, at least on paper. Profits were steady, and the business was growing. But everything changed when Chapman experienced a pivotal moment that reshaped his understanding of leadership. It wasn’t a grand revelation at a strategy meeting or a business crisis. Instead, it was a simple observation at a wedding. As he listened to a father lovingly describe his daughter, Chapman wondered, Why don’t we treat our employees like someone’s precious child? This realization sparked a radical shift in his approach to leadership. He saw the workplace not just as a place to get work done, but as an environment where people’s lives could be enriched. Chapman began to reject the purely transactional nature of traditional management and embraced a coaching culture that focused on unlocking the potential of every employee. It was no longer about driving performance at any cost; it was about cultivating purpose, trust, and growth.
💡 Empathy in Action: Building a Foundation of Trust
Chapman’s transformation as a leader began with a simple, yet profound, principle: listening. In his vision of “Truly Human Leadership,” the core of his philosophy, effective leadership starts with the ability to deeply understand and value the people you serve. Leaders were encouraged to have meaningful conversations with employees—not to command or control, but to listen with empathy and curiosity. Chapman believed that the act of listening itself could be transformative, as it allows people to feel valued, seen, and understood. This idea has strong roots in behavioral science, which teaches that individuals thrive in environments where they feel psychologically safe. At Barry-Wehmiller, this meant moving beyond rigid performance evaluations and creating ongoing dialogues between managers and employees. Leaders were trained to ask open-ended questions like, What excites you about your role? What challenges are holding you back? How can we support your growth? These coaching conversations empowered employees to take ownership of their work while feeling supported by their leaders. This shift in approach didn’t just change the culture—it transformed outcomes. Employees who once felt like mere cogs in a machine began to see their roles as meaningful contributions to a shared mission.
🚀 The Ripple Effect of a Coaching Culture
Under Chapman’s leadership, Barry-Wehmiller thrived—not just in terms of financial growth, but as a workplace where people flourished. The introduction of leadership development programs, such as Barry-Wehmiller University, institutionalized the coaching culture, providing leaders at all levels with tools to engage their teams in growth-oriented conversations. These programs taught managers to coach rather than dictate, focusing on building people’s capabilities rather than simply solving problems for them. Chapman’s commitment to people-first leadership was put to the test during the 2008 financial crisis. Instead of resorting to layoffs, Barry-Wehmiller implemented a furlough system where employees collectively shared the burden of reduced hours. This decision, rooted in empathy and shared responsibility, reinforced the deep trust that had been cultivated through years of coaching-focused leadership. Beyond its internal success, the company became a model of what’s possible when leaders prioritize people’s growth over short-term gains. For corporate leaders today, Chapman’s story serves as a reminder that coaching culture is not a soft skill or a nice-to-have—it’s a powerful driver of performance, innovation, and resilience. When leaders approach their teams with a coaching mindset, they don’t just grow their business—they grow the people who will carry it forward into the future.
Practical tools
In this "Practical Tools" section, we've put together a set of resources to support your personal growth journey. Chosen for those keen to explore deeper and refine their leadership qualities, these tools are designed with genuine intention. Here, it's all about taking meaningful steps towards personal betterment. Let's begin!”
🌱 Make Listening a Leadership Discipline
Bob Chapman transformed Barry-Wehmiller’s culture by turning listening into a leadership discipline. He created structured forums, such as listening sessions, where employees could openly share ideas and challenges without fear of judgment. Leaders were trained to listen actively, seeking to understand not just the words but the emotions and aspirations behind them. To apply this, formalize listening within your leadership practices. Dedicate time during one-on-one meetings or team check-ins to focus solely on employee perspectives. Show them their voices matter by reflecting back what you hear and following through on their input. Listening isn’t a soft skill; it’s a strategic tool that builds trust and psychological safety—cornerstones of a coaching culture.
🤝 Turn Managers Into Multipliers
Chapman redefined management at Barry-Wehmiller by teaching leaders to stop solving problems and start empowering their teams. Managers were encouraged to ask reflective questions like, “What’s the best path forward?” or, “What strengths can you use to tackle this challenge?” This shift helped employees build confidence and independence. To replicate this, implement coaching skills training for your managers. Teach them to approach problems as opportunities for growth by guiding their teams toward solutions instead of providing them outright. This multiplier effect doesn’t just develop employees—it also frees leaders to focus on strategic priorities.
🌟 Recognize Progress, Not Just Results
One of Chapman’s most impactful tools was embedding recognition into the culture. At Barry-Wehmiller, employees were celebrated for their effort, growth, and behaviors aligned with the company’s values—not just their achievements. Publicly acknowledging contributions created a culture of belonging and motivation. Adopt this by creating rituals for meaningful recognition, such as dedicating time in team meetings for peer-to-peer shoutouts. Focus on specifics, like how someone’s actions positively impacted a project or team dynamic. Recognition isn’t just feel-good—it’s a powerful reinforcer of the coaching values you want to see.
Food For Thought
Welcome to the "Food for Thought" section, your gateway to a curated selection of resources that will nourish your curiosity and inspire your creative journey. In this corner of Growth Republic, we bring a collection of insightful resources that you can look for on the web, from thought-provoking podcasts or books, to illuminating online articles that can expand your horizons and deepen your understanding of the topics we explore. Consider it your intellectual pantry, stocked with ingredients to feed your mind, and ignite your creativity. Dive into these resources and let the feast of knowledge begin.
📘 Book: Everybody Matters: The Extraordinary Power of Caring for Your People Like Family by Bob Chapman and Raj Sisodia - Written by Bob Chapman, this book chronicles his journey in transforming Barry-Wehmiller into a people-first organization. It provides real-life examples and actionable advice on building a coaching culture rooted in empathy and trust.
📘 Book: Multipliers: How the Best Leaders Make Everyone Smarter by Liz Wiseman - This book highlights how great leaders act as "multipliers," enabling their teams to grow, take ownership, and achieve more. It’s a perfect companion for leaders wanting to shift from directing to empowering.
📘 Book: Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott - Kim Scott provides a framework for leaders to combine care and accountability, helping build trust and improve feedback conversations. It’s ideal for leaders working on their coaching and communication skills.
📄 Article: Harvard Business Review – Why Leadership Training Fails and What to Do About It by Michael Beer et al. - This insightful article explores the common pitfalls of leadership development programs and offers solutions to help organizations embed coaching practices into their culture for sustainable growth.
Quote Of The Week
«Treat people as if they were what they ought to be, and you help them to become what they are capable of being.» – Johann Wolfgang von Goethe
About the Author
Hi, I am Cesare Zavalloni. I am a Certified Executive Coach by IMD business school and Associated Certified Coach (ACC), member of International Coaching Federation (ICF). I bring more than 20+ years of experience as corporate executive in Fortune 100 companies and as outdoor adventurer. My purpose is to guide, encourage and inspire young professionals and executives like you to see your authentic leadership nature and the new possibilities this realization creates.
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Here's to a future of growth and success!
