Announcing The Upgraded Target Approach: Clarifying the ICF Core Competency Model

I’m very excited to announce my new product, “The Upgraded Target Approach; Clarifying the ICF Core Competency Model.” This is an 87 minute audio-visual presentation, with supporting documents.

The “Updated ICF Core Competency Model” released by the International Coaching Federation (ICF) in late 2019, is presented as a list of 8 core competencies, with a total of 63 sub-points. Yet how do these core competencies flow together to form a coaching session?


Some History

In 2013, I created “The Target Approach” to demystify the eleven ICF Core Competencies. Taking the list format they are presented as, I re-imagined as a model of how the core competencies flow together in a coaching session. I divided the 11 core competencies in to three different types of competencies. This made the competencies come to life in a new way, and much easier to understand how they flow.

Since, 2013, many hundreds of coaches have purchased this audio-visual presentation and gained greater confidence in their coaching skills. Hundreds (and possibly thousands) more coaches have benefited via some coaching training programs that include my model in their trainings.

I use this model as the basis of how I structure my mentor coaching programs too, so the format has been well tested.

In late 2019, the International Coaching Federation released their first update to the ICF Core Competencies since 1999. After working with these new competencies in my mentor coaching programs during 2020, I felt ready to create a new and improved version and I’m excited to release; “The Upgraded Target Approach; Clarifying the ICF Core Competency Model.”


Why are you calling your model Upgraded instead of Updated?

In this 87 minute audio-visual presentation, I’ve included substantial explanations of two key concepts:

  • Distinctions on the ICF key concept of “Partnering” and how to apply that concept so you pass any ICF credential exam
  • Differences between coaching the “Who” and the “What” of the client, including what I call “Big and Little Who” and “Big and Little What.”


What is Partnering?

The ICF definition of coaching includes this key concept;

“Coaching is partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.”

From my experience, Partnering is both a mindset, and a structural process. I explain and give examples of both types of Partnering in the presentation, around 12 minutes for each.

From my perspective, coaching is a “shoulder-to-shoulder” mindset the coach engages with, versus a “hierarchical” mindset. There’s a sense of collaboration, of trusting the client in the coaching process.

In terms of structuring a coaching session, the concept of Partnering supports a coach to navigate through a coaching session, in a way that keeps the client “at choice” as to what to discuss next in the coaching session.


By contrast, a hierarchical mindset has the coach deciding what to ask about next, and where to explore next. While what the coach is interested to explore may be of value to the client, it might not be the most valuable or relevant for the client in that moment. The coach could be leading the client “away” from the exploration they are most interested in, and instead wants to be guided and in collaboration with the client on the exploration the client is most interested in, now.


Who versus What Coaching Focus

By far the biggest difference a professionally trained coach can make to any client, is coaching the “human” (Who) in relation to the circumstances they present (What). The client may want to talk about an “issue” to resolve, or an “opportunity” to explore.

Minimizing time spent in the exploration or discovery part of the coaching process, tends to be more What or Process focused. Results experienced may be more of relief by the client of their situation, rather than a more permanent or transformed understanding of themselves in relation to their situation.


Who versus What coaching focus, is like the difference between immediately applying a bandage to a wound, versus first examining the wound to determine if it needs disinfecting, or even stitches and not just a bandage.


As humans, we think, feel, act and react. We have a lot of self-knowledge from our life experiences.

My belief as a coach is our first role is to support our coaching client to become aware, through their life experiences and knowledge they already possess about ourselves. Because we are living our life in “real time” and doing what we do every day, we may not be aware of our strengths, drivers, values, habits, beliefs, patterns of thinking, feeling, acting and reacting.

As coaches, we have “tools” such as listening deeply, and allowing silence for the client to fully express themselves (the latter being an under-utilized tool by most coaches). A primary “tool of trade” of a coach is discovery-structured questions, which are questions we ask that invite the client toward self-discovery. Another key “tool of trade” for coaches is the ability to offer without judgment or attachment comments, observations or intuitions in a way that allows the client to choose their response.


The more we focus on uncovering and bringing to explicit knowledge, how our client thinks, feels, acts and reacts (the Who of our client), the more likely they are to make connections to knowledge about themselves, and their situation.

A “Who first” focus allows the client to “connect their own dots” of how to move forward with something in their life, be it work-related or life-related.


Offers for those who have purchased The Target Approach up until October 2020.

In recognition of coaches who have purchased my previous product, The Target Approach, I offer the following:

For clients who purchased my previous product, “The Target Approach” prior to 2020.
Please login to the product file on Vimeo for the coupon code to apply at checkout when you purchase The Upgraded Target Approach.


For those who purchased The Target Approach during 2020.
Please use the Contact Page of my website to send an email with your name you paid with in your PayPal account, and the date of transaction. You will then receive a deeper discount to The Upgraded Target Approach.

Both of these discount offers are available until January 5, 2021. After that time, the full rate will apply to everyone.


Are you ready to upgrade your coaching skills, and prepare for your next ICF credential?

The next MCC Group #50 commences Wednesday, February 10, 2021

The next PCC-ACC Group #51 commences Tuesday, February 9, 2021

The Mentor Coaching Group Program is an ICF Approved CCEs program with 24 Core Competency CCEs on offer, including 10 hours of mentor coaching.

Programs are filled on a first registered and paid basis (after compulsory zoom chemistry meeting occurs)

Maximum of 6-10 participants per group.

Member-only resources opened once 6 people registered and paid.

I offer a rich, experiential mentor coaching group and individual program that has many exclusive offerings for our participants. You can read some testimonials from real people here and find our more about The Mentor Coaching Program here

I’m a long term, experienced and active MCC Assessor. I’ve been trained by the ICF to assess using the PCC Markers. I regularly assess for ICF MCC, PCC and ACC credentials, and was one of the core global team involved in the 2020 update of the PCC Markers to align with the ICF Updated Core Competency Model.

One of the unique offerings for my clients is access to an extensive, exclusive library of MCC, PCC and ACC coaching session recordings, many of which have passed the ICF credential exam process. These are an incredibly valuable self-learning tool, and will accelerate your understanding of competency distinctions at each skill level.

I offer other products including The Upgraded Target Approach: Clarifying the ICF Core Competency Model, as well as Ten Characteristics of MCC Skill Level. You can learn more about these here