Michael Canic

The Joy of Pain: How to Establish the Three Levels of Need

May 6 | 12:30pm EDT

Why don’t leaders “buy” coaching when it seems to make so much sense? Because coaches haven’t identified “the pain” that drives buying behavior, and haven’t established the three levels of need.

Drawing on both his 20+ years as an international strategy + execution consultant and his PhD in the psychology of human performance, Michael Canic explains why “needing” coaching isn’t enough. He outlines the three levels of need that must be established for a leader to buy coaching. He then drills down into the psychology of pain and pleasure, and details how you can help the leader identify the pain.