A Little About Me: Unfolding Inside the Coaching Sphere

Last week, I had an interview with the CHRO of a global organization for their CEO succession work.?

Over the past decade, I’ve been interviewed countless times for executive development work, but this conversation with the CHRO delved deeply into my role as an Executive Coach.

Her question was concise: “Catherine, what are your core values in your coaching work?”

Initially, I was unsure how to approach her question, as it seemed open to various interpretations.?

While contemplating whether to ask for clarification, 3 key points crystallized in my mind. So, I decided to proceed with my answer.

I took my time to respond, ensuring that I articulated my thoughts in a clear and understandable manner.

I said 1??-3?? points below to her:

1??. First and foremost, because it’s coaching work, I view every Executive client as whole.?

They’re not broken; they’re whole.?

My role as the coach is to create a space for them to deepen their understanding of themselves, enabling them to make intentional decisions in both their professional and personal lives.

I don’t impose my philosophy on them in an attempt to mold them into a different version of myself.?

Each executive client possesses a unique combination of personality, strengths, weaknesses, core values, beliefs, principles, and life purpose.

Our task as coaches is to develop them by leveraging their talents and strengths, addressing their blind spots, working on weaknesses, overcoming personal barriers, and unlocking their potential so they can become the best version of themselves.

2??. I choose clients to work with based on the purpose of their leadership.?

I need to ascertain whether their leadership and development efforts are driven by self-serving motives or by a genuine desire to create positive impacts on others and the world around them.

I only work with executives who demonstrate a commitment to making a meaningful difference and a willingness to continually grow and develop, both personally and professionally.?

This commitment aligns with my core value; all the work I do is intended not only for my benefit but also to create positive impacts on others and the world.

3??. I select clients to work with based on their ethics, integrity, and respect.

I never rush into a coaching session without first conducting an interview, regardless of their payment.?

For one-on-one coaching, a chemistry meeting is essential.

During this meeting, it is also a good opportunity for me to interview and evaluate them based on our conversation.

Yes, I have dropped CEOs (more than one) in the past when there were not a fit...

My client selection isn’t influenced by external factors such as gender, color, language (as long as they speak English), originality, race, or ethnicity. I focus on their inner values and behaviors.

I’ve coached global leaders from nearly 45 cultural backgrounds. Some are based in Asia, relocated by their organizations, while others are worldwide, and we conduct coaching sessions virtually, which is common.

[The following points weren’t discussed during the meeting with this CHRO. However, let me take advantage of this opportunity to share a bit more about myself, as I have accumulated answers to questions asked over the years.]

4??. ?I also select organizations to work with based on their organizational culture and values.?

Obviously, I only collaborate with organizations that have a great culture and uphold good values.

I once spoke with a Talent Development Personnel from one of the top organizations in the world, valued at over $500 billion. However, I realized their planned approach wouldn’t be able to generate transformative outcomes.

When I suggested a different development model for their targeted executives, I was told they don’t have a budget.

Think about it. Your net wealth can buy a few countries, yet you don’t have a budget to develop your talents.

At that moment, my motivation for collaborating with them was like a balloon being pricked by a sharp pin, deflating completely in a second.

5??.? All content is created by me.?

I do not work with ghostwriters or anyone else to write what I publish. While I have assistance with administrative or operational tasks, all content and write-ups originate from my own thoughts and experiences.?

Simply put, how is someone else able to reflect my expertise, insights, or coaching experiences?

My typical workday primarily revolves around coaching sessions from 9 am until 4 pm. I utilize any available moments to draft posts, whether it's during taxi rides, between sessions, while waiting for the next session to begin, or any piece of time in my personal time.

(That's also why there may be occasional typos. I appreciate your understanding! Thanks for all of you who have kindly pointed out my typos?to me ???? but I will strive to minimize them.)

The topics of my posts are spontaneous and depend on the issues and cases I encounter with leaders and organizations daily. They are not dependable on my mood:)

Sometimes I post the same topic and write-up again, because the scenario or topic that occurred previously is now happening with other clients I currently work with, necessitating a revisit to the topics.

But when I am too busy to write a new post, I will just repost the same one :)

Typically, I jot down a few lines about a noteworthy topic or scenario after finishing coaching sessions and store them in my draft folder. Later, when I have more time, I complete the posts. I usually have quite a number of drafts in my folder.

The structure of my LinkedIn posts typically consists of two main parts:

• Real case scenarios from my coaching sessions with executive clients
• Research-supported theories and frameworks.

6??.? The purpose of publishing posts on LinkedIn.

When I started publishing posts on Linkedin a few years ago, was solely to share typical executive coaching cases from the corporate world. My time is limited, yet there are countless leaders and executives globally whom I cannot personally coach. Thus, I decided to share these coaching cases, combined with research, to benefit others.

Several years have passed, and I must emphasize that the purpose remains exactly the same.

I do not write to gain followers or reactions (although, of course, everyone likes having many followers). However, my focus and main purpose are to live by the following principles and values:

? I speak to make a difference, not to draw a crowd.

? I speak for the depth of impact, not for the breadth of reach.

7??.? I have been asked by many people about writing my own book.

Certainly, I will! :)

I actually have a few topics about leadership in mind. I just need to find the time to sit down and write them!

However, I must admit, I do not particularly enjoy writing. I write because I want to share real case scenarios from coaching executives with those whom I cannot personally work with.

Nevertheless, I will write, one day... Time management is a significant challenge for me at the moment.

My time is tightly divided between family, coaching, research, ME time (very important!), traveling, etc., so writing a book is a monumental project.

Additionally, I am torn between a few ideas: starting the first book with one of the topics on leadership, or compiling all of my experiences coaching senior executives into one book. I have conducted numerous coaching cases that I could draw tremendous insights from, but it requires a tremendous amount of time.

Once again, I won't work with a ghostwriter. I do not view my book as a product, but rather as an art to craft, as the real case stories are from my memories and brain, and nobody else has the same ones.

8??. My role

I’m not a content creator, I am just an Executive Coach.

Furthermore, I am not a life coach.

Not a health coach.

Not a wealth coach.

Not a career counsellor?

I’m just an Executive Coach who creates some content to share with people for the purpose of offering help.

Professionally, I focus on 2 main areas:

? Executive Coaching

? Advocate for Ethical Leadership & Humanity

Additionally, I have a passion for women's leadership and ESG issues, but these are integrated into my life overall.

Alright, I better stop here. It took me many days to complete this article so far, as I add to it whenever I find a spare moment. I hope I have addressed some of your questions and provided a clearer picture of myself.

I look forward to continuing to engage with all of you and hope to see you, whether visually or in person, anywhere in the world.

Kind regards,

Catherine?

Catherine Li-Yunxia (Transforming leaders, Moving the world) is a Top Global CEO Coach & Executive Coach who works with CEOs, C-Suite Executives, and Board Members. She utilizes Brain-Based Neuro-Transformation Coaching methodology in her holistic coaching programs to transform and transcend global leaders across industries and regions. Catherine specializes in CEO Succession and CEO Transition. She has received global recognition, including being named a "LinkedIn Top Voice 2022", a "LinkedIn Top Executive Coaching Voice 2023", and ranking among the "Top 10 Most Effective Global CEO Coaches & Executive Coaches2023".