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A coach, in our context, is usually a peer or specialist in the domain being changed, who has been prepared to provide real-time support and encouragement to those impacted. The coach is not a substitute for training. (S)he augments training provided to those impacted by reinforcing knowledge and/or understanding during “teachable moments” when the impacted person is actually applying the changed process or thinking or… what have you.

Generally a coach will be drawn from the cadre of impacted personnel and pre-trained by the project. The training ought to encompass everything the impacted person being trained will receive as well as more extensive training on the rationale and reasoning behind the change. In the most critical of change situations, where the coach is expected to play a more influential role, it would not be excessive to give the coach some training in coaching or training technique.


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