This is a presentation on the current state of Agile Coaching as a profession. It was used to illustrate the difference between consulting and coaching and list coaching competencies as well as Agile special focus areas. It graphically describes a possible career growth path using two complementary views. Included are lists of educational resources - tools, courses and books.

1. The Agile Coaching Profession
Agile SoCal 6/15/14
Roger W. Brown, Certified Scrum Coach

2. What is Coaching?
Coaching is a relationship in which one person is primarily
dedicated to serving the long term development of effectiveness
and self-generation in the other.
- Doug Silsbee
Service
Learn
Change
Grow

3. What Tools Does a Coach Have?
Mechanics Soft Skills Leadership
Tools Questions Advice
Models Listening Guidance
Frameworks Facilitation Discovery

4. What is an Agile Coach?
A person with expert knowledge of one or more areas
related to Agile Software Development
who understands the difference between
coaching and consulting
and has coaching competencies
and a coaching mindset
applied in service to personal and
organizational improvement
towards greater success through
agility.
Source: I made this up!

5. What Is Agile Coaching?
Agile Coaching is an engagement with an organization during which you are
performing one or more of the following activities:
• Applying Agile practices in an organization to help it reach its stated
objectives
• Assessing team(s) and organization(s) for effectiveness in applying Agile
principles and practices
• Mentoring others in Agile principles and practices
• Advising and consulting with organizations and leadership on Agile
practices
• Facilitating team(s) and groups to achieve higher quality collaboration and
enable greater results
• Developing team, leadership and organizational agility through guided
self-discovery and growth
• Challenging the organizational and leadership status quo and enabling an
agile culture
Source: Adapted from the Certified Scrum Coach ™ Program

6. Why Do Companies Hire Agile Coaches?
• Deep Knowledge of Agile
• Broad Experience
• Impartial Perspective
• Access to Resources
• Coaching Competencies
• Reinforced Learning
http://www.agilecoachjournal.com/index.php/2009-10-15/scrum/the-value-of-an-agile-coach/

7. Coaching Competencies
Coach
Role
Model
Leader
Mentor
Advisor
Business
Person
Counselor

8. ICF Core Competencies
A. Setting the Foundation
1. Meeting Ethical Guidelines and Professional Standards
2. Establishing the Coaching Agreement
B. Co-creating the Relationship
3. Establishing Trust and Intimacy with the Client
4. Coaching Presence
C. Communicating Effectively
5. Active Listening
6. Powerful Questioning
7. Direct Communication
D. Facilitating Learning and Results
8. Creating Awareness
9. Designing Actions
10. Planning and Goal Setting
11. Managing Progress and Accountability

9. Certified Scrum Coach Competencies
1. Assess - Discovery & Direction
2. Facilitate - Focus & Alignment
3. Balance - Coaching & Consulting
4. Educate - Awareness & Understanding
5. Catalyze - Leadership & Organizations

10. Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Scope of
Service

11. Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Specialty
Areas
Product Ownership
Portfolio
Agile Beyond ITLean Startup
XPDevTools
Structure
Scaling
R&D
Culture
Learning
DevOps
Lean UX
Distributed Agile
Agile TransformationLeadership
Team Dynamics
Lean
Mentoring
Presentation
Training

12. The Coaching Mindset
• Service
• Awareness
• Relationship
• Client Growth
• Personal Growth
• Holistic/Systems View

13. Agile Coaching Business Models
• Full-time Internal Agile Coach
• Internal Agile Coach with another role
• Agile Coach in an Agile Coaching Company
• Agile Coach in an IT consulting company
• Independent Agile Coach
Each has it’s own opportunities and challenges

14. Compensation
The Job Market as
seen through
GlassDoor.com
6/5/2014
Contribute:
bit.ly/rwbacsurvey

15. Consultant or Coach?
Acme Consulting
Agile Transition Plan for New Co.
- Buy tool AcmePlan ™
- Rename PMO to Agile Office
- Create Teams using HugeAgile™
Scaling Framework
- Embed 4 of our coaches
- 1 Day training for PMs and Tech
Leads
- 1 page Executive Training Manual
- Call me
Acme Coaching
Agile Transition Plan for New Co.
- Why are you doing this?
- How will you measure progress?
- How do you do it now?
- What is your company culture?
- Who are the decision makers,
leaders, Agile proponents?
- How will we choose pilots?
- What have you done so far?
- When shall I check back?

16. www.AgileCoachPath.org

17. Professional
Coaching
Certifications
Accredited Schools
– Results Coaching Systems (neuroscience)
– CoachVille (online, game-based)
– Presence-Based Coaching (mindfulness)
– Coaches Training Institute (Co-Active Coaching )
– Organizational and Relationship Systems (* Teams)
– Many Others

18. Agile-Specific Certifications
International Consortium for Agile
• Certified Professional in Agile Coaching
(mindset)
• Certified Professional in Agile Team Facilitation
(facilitation)
• Certified Expert in Agile Coaching
• Enterprise Agile Coaching Track
Scrum Alliance
• Certified ScrumMaster
• Certified Scrum Professional (coaching
emphasis)
• Certified Scrum Coach (enterprise)

19. Coaching Tools
Facilitation Games
• InnovationGames.com
• www.tastycupcakes.org
• GameStorming.com
• Thiagi.com
Coaching
• Appreciative Inquiry
• Learning Organization
• Systems Thinking
Assessment
• Competing Values Framework
• Schneider Culture Model
• Satir Change Model
• Learning Organization
Personality Models
• Myers-Briggs Type Indicator
• DISC
• Kolbe
• Herrmann Brain Dominance
Instrument
Engagement Models
• X-Model of Employee
Engagement
• Responsibility Process
Complexity Models
• Influence Diagrams
• Cynefin
• Spiral Dynamics

20. Educational
Resources
• IC Agile Learning Objectives
• www. AgileCoachPath.org
• Agile Coaching Institute
• ICF Schools
• Esther Derby Associates
• DonaldEGray.com
• Rothman Consulting Group
• 3PVantage
• AgileCoachPath.org
• Problem Solving Leadership
• Agile Alliance Conference
• Scrum Alliance Gatherings
• Scrum Alliance Certified Scrum Coach
Retreats
• AgileCoachCamp.org

21. Books
The Human Side of Agile: Broza
Coaching Agile Teams: Adkins
Collaboration Explained: Tabaka
Agile Coaching: Davies
The Mindful Coach: Silsbee
Co-Active Coaching: Whitworth
Leadership Agility: Joiner
Leading Change: Kotter
Fearless Change: Rising
Teamwork is an Individual Skill: Avery
Crucial Conversations: Patterson
Radical Management: Denning
Joy, Inc.: Sheridan
Behind Closed Doors: Derby and Rothman
Quiet Leadership: Rock

22. The Agile Coaching Profession
© 2014 Roger W. Brown
roger.brown@agilecrossing.com
www.agilecrossing.com
www.agilecoachjournal.com