In the past, many coaching engagements were targeted toward faltering executives. But all that is changing.

More and more companies now see coaching as a positive step: a way of developing their most important people, an alternative to the mentoring that no longer takes place in most companies. The “stigma” of coaching has all but vanished.  With executive coaching surging in popularity, top talent at some organizations now competes to be assigned coaches, so they can become stronger leaders and more effective value creators.

Coaching is no longer just for remedial intervention. Executive coaching can have a huge impact on promising performers who are having trouble with specific aspects of their positions – especially the so-called “soft skills,” such as communicating, prioritizing, or dealing with difficult people. Coaching can turn sub-par performers into star performers. And it can make experienced, successful leaders even better.

There are many other paths to career success. Coaching is not a substitute for broad organizational exposure or “stretch” job assignments – but it can accelerate an executive’s professional growth by reinforcing and expanding upon such invaluable learning experiences.