Last week, I had an interview with the CHRO of a global organization for their CEO succession work.
Over the past decade, I’ve been interviewed countless times for executive development work, but this conversation with the CHRO delved deeply into my role as an Executive Coach.
Her question was concise: “Catherine, what are your core values in your coaching work?”
It made me pause and reflect deeply. After a moment, three pillars of my coaching philosophy crystallized, guiding my work with hundreds of CEOs and senior executives across 45 cultures. I’m thrilled to share these values, along with insights into my approach, to help you navigate your leadership journey. Here’s a glimpse into my world:
1. First and foremost, See Every CEO as Whole
They’re not broken; they’re whole, not a project to fix. My role is to create a safe, reflective space where executives uncover their authentic selves, unlocking potential for impactful leadership.
How I Coach
- Use tailored assessments to identify strengths, blind spots, and values.
- Facilitate reflective exercises, like journaling, to align personal and professional goals.
- Guide CEOs to overcome barriers, e.g., self-doubt, to lead with clarity.
Example: A tech CEO I coached discovered her collaborative strength, leading her company to a 30% revenue increase by empowering her team.
2. I choose clients to work with based on the purpose of their leadership
I choose to work with CEOs whose leadership is driven by a genuine desire to create positive impact, not self-serving motives. Purpose aligns their decisions with meaningful outcomes for teams, organizations, and society.
How I Select Clients:
- Conduct chemistry meetings to assess alignment with ethical, impact-focused goals.
- Ask, “How does your leadership serve others?” to gauge purpose.
- Decline engagements (yes, even with high-profile CEOs) if values misalign.
Example: I coached a healthcare CEO to align his company’s mission with patient care, resulting in improved outcomes and stakeholder trust.
3. I select clients to work with based on their ethics and integrity
Integrity is non-negotiable. I partner with CEOs who uphold ethics, respect, and authenticity, ensuring their leadership fosters trust and sustainability.
How I Ensure Fit:
- Evaluate clients’ decision-making during initial interviews for ethical alignment.
- Promote transparent communication and accountability in coaching sessions.
- Foster cultures where ethical concerns can be raised safely.
Example: A manufacturing CEO I coached implemented an ethical sourcing policy, enhancing brand reputation and employee morale.
More About My Journey as a CEO Coach
Beyond these core values, here are additional insights into my approach, shaped by questions I’ve fielded over the years:
4. Collaborate with Values-Driven Organizations
I only work with organizations whose cultures prioritize ethics and impact. A $500 billion company once approached me for talent development, but their budget constraints signaled misaligned priorities. I walked away- my commitment is to transformative outcomes, not quick fixes.
- Example: I partnered with a global tech firm to foster a culture of innovation, helping their C-suite drive a 20% productivity increase.
5. Create Authentic Content
Every post, article, and keynote I share comes directly from my experiences- absolutely no ghostwriters! My content reflects real coaching cases and research, written in stolen moments between sessions, travels, or family time. Typos happen (thanks for the kind corrections!), but my words are my own, ensuring authenticity.
Simply put, how is someone else able to reflect my expertise, insights, or coaching experiences?
- How I Create: Jot down insights post-session, draft posts during commutes, and blend real cases with leadership frameworks to inspire actionable growth.
The structure of my LinkedIn posts typically consists of two main parts:
- Real case scenarios from my coaching sessions with executive clients
- Research-supported theories and frameworks.
6. Share to Empower, Not to Impress
My LinkedIn posts aren’t about chasing followers—they’re about sharing lessons from coaching global CEOs to benefit leaders I can’t coach personally. My mantra: Speak for impact, not applause. Whether revisiting a topic or drafting new insights, my goal is to empower executives worldwide.
- Example: A post on ethical leadership inspired a CEO to implement a speak-up policy, transforming her company’s culture.
• I speak to make a difference, not to draw a crowd.
• I speak for the depth of impact, not for the breadth of reach.
7. Writing a Book -Someday
I’m often asked about writing a book. It’s coming! Time management is my challenge, juggling coaching, research, family, and personal time. My book will be an authentic reflection of my coaching experiences, not a product crafted by others. I’m torn between a leadership-focused guide or a compilation of client stories- both will draw from my 10+ years of transformative cases.
Once again, I won’t work with a ghostwriter. I do not view my book as a product, but rather as an art to craft, as the real case stories are from my memories and brain, and nobody else has the same ones.
8. My Role as an Executive Coach
I’m not a life coach, health coach, or career counselor- I’m an Executive Coach focused on CEO and C-suite development.
I publish contents, posts and articles, but I am not a content creator.
My passion lies in two areas:
- Guiding executives to lead with clarity, purpose, and impact.
- Advocating for ethical leadership and humanity, with a special focus on women’s leadership and ESG principles.
- Impact: My coaching has empowered CEOs to navigate crises, drive innovation, and build resilient organizations across industries. I’m not a content creator, I am just an Executive Coach.
Transforming Leaders, Moving the World
Coaching CEOs isn’t just my job; it’s my calling. By seeing leaders as whole, partnering with purpose-driven executives, and demanding integrity, I help unlock transformative leadership that changes organizations and lives.
Reflect on your journey: What core value can you lean into to elevate your leadership? Start by assessing your purpose or ethics in one decision this week.
Share your thoughts on Linkedin Newsletter: https://lnkd.in/g-AD5aEP to grow as a leader. I’d love to connect—virtually or in person, and support your path to impactful leadership.
–By Catherine Li-Yunxia
Top Global CEO Coach & C-Suite Coach 2023 | Keynote Speaker on Human Leadership | Author of Integral CEO