Taking You From Good To Great!

Executive coaching is one of the key factors that turns ordinary careers into great ones. For some people, it’s about excelling at the top level. Others want to map a path to get there. For many, its about adjusting yourself to the new level you find yourself at. In all of these cases, executive coaching can provide you with perspectives and tools to perform at your best.

THE NEED for executive coaching falls into four broad categories. For established business leaders, executive coaching is a more reflective and supportive process. For those who are “on the way to the top”, building a “leadership brand” is important. The broadest and most common bracket are those who find themselves recently promoted. They need rapid exposure to new leadership tools, language and behaviour. In addition, we find the “problem children” who get sent to the school counselor to “sort themselves out”. They either need to face themselves, or find a way to be heard in a system that is equally not behaving at its best.

For those in the first three categories listed above, one of the most common challenges is the transition from being a technical or subject matter expert. Generally, that means having to shift from working to solve technical or operational problems, to being a leader working through people to advance issues and improve overall performance. To use an analogy: when you were a subject matter expert, you fixed the machine; as a leader, you’re responsible for the team of mechanics. In other words, instead of doing the work yourself, you’re going to achieve your goals through other people. You’re going to get them to do the work instead of doing it yourself. If you don’t, then you’re not doing leadership right.

Learning to have leadership conversations

For people with a strong work ethic, high standards and/or a need for control, this will be difficult at first. Learning to do that and be comfortable with it, is the first step. The second step is to recognise that the material you’re working with is no longer the nuts and bolts of the machines. The material you’re working with is people and personalities. So, instead of spanners, the tools you’ll be using will be words. You’ll be having conversations. The more skilled you are at having those conversations, the better you’ll be able to do your job as a leader and the more you’ll enjoy it, too. A large part of executive coaching is learning to have those conversations.

Here is a short video of me talking about this shift from being a technical or subject matter expert to being a leader:

What category do your executive coaching needs fall in?

leader team performance, executive coaching johannesburg online

An executive coach can be a valuable listening partner. They can give you your best chance of managing the complexities of an owner-founded and owner-run business.

For established business leaders, executive coaching provides a process for reflection and support. Most of all, this happens in a confidential context with someone who is not part of the system that one is dealing with.

For those who are less established, or less senior, than they would like to be, mapping a career path is essential.

Your HR Business Partner may help you to develop the plan. An executive coach is a skilled partner who will guide you and hold you accountable when you begin to execute the plan.

Transitioning between levels is a common reason why people turn to executive coaching.

The shift from expert to leader

As one climbs the levels, the leadership challenge changes. In particular, the job is no longer to solve people’s technical problems, but to lead them in a way that they can solve their own. This requires a whole new approach, new tools and even new language, which executive coaching provides.

Some people get sent for executive coaching when their own behaviour is seen as an obstacle to their progress.

Sometimes this is true and executive coaching can make a massive difference to the person who is willing to face themselves and deal with the issue.

When the problem is systemic, the coach needs to identify this and support the coachee to resolve it.

“Winning all the top 2007 PRISM Awards for PR Excellence was the final exclamation point and validation of the coaching work that Neil had done with me some months earlier – plus my company enjoyed its best year ever in revenue terms.”

Marcus Brewster, CEO, Marcus Brewster Publicity

“I believe in myself more and have more confidence as a direct result of coaching with Neil. I would recommend the process for anyone looking to achieve a similar goal. It’s made a big difference to my life and career.”

Neil Naidoo, Wesbank Auto

“Coaching with Neil has added enormous value in terms of my career as an entrepreneur and consultant. My ability to evaluate opportunities and make good decisions is better than ever—plus I have more time with my family!”

James Martin, Vantage Holdings

“I found the interventions massively beneficial and my level of awareness in particular is at an all time high. The benefits of this and the visible impact on my business and personal life are immense.”

Coll Macdonald, Invent Hospitality

“Coaching with Neil was tough, but it helped me to focus on what I want out of situations and people, at home and at work. Also, to create definable steps towards the lifestyle I desire and the person I aspire to be.”

Dirk Wilson, Entrepreneur

“The impact on my personal and work-life has been amazing. Taking control of what happens to me has changed me from a victim into a successful leader at work and a happier being with success in all areas of my life.”

Marpie Betts

“Stimulating, awakening, cutting to your inner, hidden self. Rewarding, very worthwhile, very necessary. The process is important to experience if you are truly looking to better yourself.”

Athol McLean, Chiropractor

“I attended [the Authentic Success Program] looking for answers to improve my life. I leave knowing that I held the answers all the time, I just have to apply a few simple principles in order to activate them.”

Guy Johnstone, Hotelier

“Neil was brilliant at presenting [the Authentic Success Program] and supported us through the process. I am confident that it will send me on the life path I have been seeking for so long.”

Jeremy Kropman, Engineer

“Even if you think you don’t need ‘authentic success’ you are ready for this program. It will open up a new world of possibility you never knew existed. I would recommend it for anybody looking to improve their life.”

John Mullins, Coach

“The experience opens one’s eyes to the possibility of taking control of one’s future – not being a rudderless ship but rather one that is on course in the sea of life. I’m sure it will make a difference for others too.”

Grant Back, Pilot

My Clients

My Executive Coaching Approach by Level

Entrepreneur / Founder

Being a visionary means having to source not only ideas but also energy and determination. It’s up to you to keep people inspired and buying into the vision. This means managing not only the complexity of the market, but also the complexity of people. The complexity of both increases, as the business becomes more successful.

Sometimes you find yourself in unmapped territory with no signposts. Knowing which inner voice to listen to can become a quest in itself. Likewise, which investor, mentor or staff member you can rely on. An executive coach is someone who has no vested interest in the outcome, and who you can test all those voices against. Even better if it’s someone who’s been in the same situation.

I have been the founding editor of two men’s magazines in South Africa and founded an Internet startup. In addition, I have run my own business for most of my adult life. I have coached a number of entrepreneurial CEO/Founders. All of these have achieved great success during or beyond the coaching engagement.


In the cutthroat world of business, any sign of weakness can be fatal. At least, that’s the conventional view. Shareholders do still expect leaders to be tough. However, staff and customers want them to be more available and even show their vulnerable side. Either way, it’s a tightrope that often doesn’t feel safe, and having a trusted confidante can make all the difference between getting it right, and getting it horribly wrong.

My exposure to the C-Suite level began in my twenties, when, as a young journalist, I interviewed a swathe of South Africa’s top CEOs from Koos Bekker to Zwelakhe Sisulu to Louis Luyt. As a result of my published work, a number of high-level media players invited me to consult to them. During that time I spent half a day in the exclusive company of Richard Branson, who invited me to send him a business proposal for the magazine I worked for. (My then boss wanted to fire me after I suggested it to him.) Later, I had a similar audience with Donald Trump.

Of course, this name-dropping counts for nought when it comes to coaching. The point is that I have had significant exposure to, and have high comfort levels with, the C-Suite, and have coached successfully at that level. 

Executive and Senior

The size of the organization will determine how many levels there are and how clear the role functions are between levels. In general, the executive and senior levels report into the C-Suite and find themselves having to manage stakeholders in three directions: their own reports; their peers; their seniors.

The playing field becomes quite sensitive and political. Ethical issues are less cut-and-dried. Communication needs to happen more in terms of values than technical issues.

These are all areas in which I have extensive experience. I have worked as a managing director of an Internet services company and co-founded an Internet startup. I have had audit experience and have been exposed to organizational politics at the highest level.

Having learned and applied coaching principles and practices in the above contexts, I have seen first-hand what works and what doesn’t.

I support my clients to develop the sensitivity to read the environment, to get the measure of what the environment can handle, and to work at that frontier. In general, my clients find that with less force, their effectiveness increases. I support them to understand and manage that paradox. 

Junior to Middle Manager

Managers deal with problems, leaders deal with issues. Problems can be solved, whereas issues can only be moved forward. For example, a machine not working is a problem. Improving efficiency is an issue.

People at junior management levels generally deal with problems. However, there are always those bright sparks who can see the bigger picture and want to make a contribution to moving the issue forward. They are often seen as the troublemakers. Yet very often, these are the future leaders and the talent that a business can least afford to lose.

My approach is to help work with these talented individuals to manage their frustrations while growing them.

People at middle-management levels may be those mavericks mentioned above who have managed to survive. They may have expected that they could do more at a higher level and find that they can actually very often do less as there is more and more politics and compliance to deal with. My approach is to continue to nurture them and support them to reframe their expectations and remain inspired.

The above are the exception. Very often your middle-manager is the most stable and reliable, and/or the most technically competent, person in the team. They now have to manage their former peers, but they may lack the spark or the nous to really innovate and lead. My approach is to support them to become more decisive and to forge a unique leadership brand for themselves.

Executive Coaching Outcomes

These are some of the outcomes that you can expect from an executive coaching engagement:

  • Developing reflective self-awareness and, through that, new responses to situations;

  • Linking that self-awareness to the benefits of improved relationships and performance;

  • A calm and confident attitude towards the future;

  • The ability to achieve fast, effective and lasting shifts from unwanted to desired behaviours in oneself and in others (individual and group);

  • The ability to inspire others to improved individual performance, and improved cooperation and teamwork;

  • Shifting from a top-down, command-and-control style of leadership to inclusive and value-aligned styles which are more relevant to Gen Y’ers and allow for greater collaboration and creativity;

  • Increasing performance standards, accountability, initiative and loyalty through values-aligned leadership.


If cost is a factor, you may want to try one of these self-coaching options, either for yourself as an individual, or for your organization.

An alternative—and more affordable—form of engagement is a self-coaching program. There are two ways you can do this. One is online, which involves watching videos and downloading PDF files to have a record of the readings and to complete the exercises. The other option is by getting hold of the printed handbook and using that as your guide.

self-coaching online handbook executive

They’re both the same program, it’s a matter of which learning style you prefer: online with video and audio options that you can access from anywhere; or everything together in a book that you can read and write in, and carry around with you.

In both cases, there’ll be options to submit your questions and your session notes to me and get feedback within 48 hours. That means you’re never alone, you’ll always be supported through the process to make sure you’re doing it right and that you’re getting the most out of it.

You’ll go through 12 sessions just as you would in a normal coaching process. You’ll set yourself some goals for the program. Then you’ll confront your challenges and barriers to achieving those goals in each session. For that, you’ll refer to the set of questions that you’ll get once you start the program (they comes as a downloadable PDF in the online version; they’re in the back of the book, if you decide to use the printed handbook). The parallel stream of awareness introductions is also available in both formats. There are various contact points with Neil if you need them. These contact points come standard with the online version; they are an optional extra if you decide to use the handbook.

You will still gain the same foundation of awareness about what limits you as a human being as you would with a live program. Similarly, you’ll get to break through any barriers you may have. And that’s not all. If you follow the program properly, you’ll ignite the necessary behavioural shifts and form new habits. Finally, you’ll achieve your short-term goals.

Option A
Self-Coaching Online | Executive

self-coaching online executive

The Self-Coaching Online | Executive Program is a comprehensive self-coaching program, delivered online through a combination of video, audio and written content. It will support you to achieve your goals, while learning about leadership, and learning to coach yourself. There are various contact point with me, Neil, so you’ll always be confident that you’re getting it right, and you’ll be able to get your questions answered. 

What you’ll get:

  • Access to the full 12-session online self-coaching program
  • Each session includes:
    • A check-in process
    • A video introduction of the session theme
    • Summary notes plus extra reading (eg. scientific references, real-life examples)
    • There are audio versions of all the readings, so you can listen while you drive
    • Guided self-coaching exercises
    • All reading content is available in audio format
  • 3 x coach contact points (you submit material online and get a response within 48 hours)
  • 12 x session theme questions (you get to ask one question for each session, related to the theme of that session)

Investment R2,995

Yes, I’m Keen, Take Me There Now!

Option B
The Self-Coaching Handbook

self-coaching handbook personal effectiveness executives neil bierbaum

The Personal Effectiveness Self-Coaching Handbook for Executives is a comprehensive self-coaching program, contained in a printed book format. It will support you to achieve your goals, while learning about leadership, and learning to coach yourself. There is a Handbook Support Program which you can bolt on that will give you various contact points with me, Neil. In that way, you’ll always be confident that you’re getting it right, and you’ll be able to get your questions answered. 

What you’ll get:

  • A 398-page printed handbook, delivered to you
  • The book contains 12 chapters plus one BONUS chapter (The Habit of Completion)
  • Each chapter is structured as a self-guided coaching session and includes:
    • A check-in section
    • An introduction to the session theme
    • All the notes (eg. scientific references, real-life examples) provided in the online course
    • Guided self-coaching exercises
    • Homework exercises
  • The bolt-on option of the Handbook Support Program

R895 (Handbook)
R445 (Handbook Support Program)

Yes, I’m Keen, Take Me There Now!

The Value of Executive Coaching

The importance and value of executive coaching is well illustrated by this quote from an article in the Huffington Post by business psychologist Douglas LaBier:

“Self-knowledge and the relational competencies they’re linked with are central to a CEO’s ability to formulate, articulate and lead a strategic vision for a motivated, energized organization. Self-knowledge builds clarity about objectives; it fine-tunes one’s understanding of the perspectives, values, aims and personality traits of others. When that’s lacking, you often see discord and conflict among members of the senior management team; or between some of its members and the CEO.”

For a further perspective on this issue of value, or ROI, read this article on my blog.