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  • Build Your Brand

    February 11, 2020 (Live)


    Making the Most of ICF BDS – Welcome to the Future!

    1:00 p.m. (New York)

    William Arruda

    We want you to maximize the value of BDS2020! In this live session, our host, William Arruda, will let you know what to expect from the program. He’ll review the four-week core program and the entire year-long list of activities. He’ll also share his insights from previous sessions and best practices for making the most of this practice-building opportunity. You’ll leave the session with your personal plan for turning the insights you’ll gain into a plan for your practice. And there will be lots of time for Q&A, so come to the session with all your questions!


    February 18, 2020 (Live)


    Build Your Brand. Grow Your Practice.

    11:00 a.m. (New York)

    William Arruda

    Personal branding is no longer a nice-to-have; it’s an essential skill for every coach. It provides the sense of stability, empowerment and recognition you need to succeed in today’s competitive, global marketplace. Personal branding is all about being yourself—your best self—in support of your clients and your practice. In this live session, Personal Branding Guru William Arruda reveals his proven, three-step personal branding process so you can learn the secrets of building and communicating your winning personal brand. Living your brand helps you increase your confidence and use your innate strengths and skills to expand your visibility with your ideal clients. This helps you fill your practice and earn what you deserve for the value you deliver. Personal branding gives you the mandate to live authentically and integrate who you are into how you deliver your coaching offerings. William shares his findings from working with thousands of coaches over nearly two decades in this highly interactive, informative and actionable presentation.


    February 20, 2020 (Live)


    Discover Your Coaching Niche

    2:00 p.m. (New York)

    Moderator: Karen Cappello, MCC

    Panelists: Gideon Culman, PCC, Anna-Marie Watson, PCC, Ellen Kocher, ACC, Grace Thomas, PCC

    Having a coaching niche can make the difference between having a profitable coaching business or spending years trying to find clients. With a clear niche, you will have a steady stream of your ideal clients that are seeking you, fill your programs and courses with ease and have more time for self-care and relaxation.

    Yet determining a niche is perhaps one of the most perplexing and stressful decisions for a coach. Join Master Coach Karen Cappello to learn the simple steps to defining a coaching niche that will allow you to have a thriving and profitable business with clients that you truly love to work with. Karen will be interviewing highly successful coaches on how they determined their niches, with practical wisdom that will support you in your own discovery.


    April 1, 2020 (OnDemand)

    360Reach Analysis Coaching

    360Reach Action Commitments Planning

    William Arruda

    Your brand – although based in authenticity – is held in the hearts and minds of those who know you. You need to validate your self-perceptions with feedback from others so you can understand your brand from the outside in. You have completed your 360Reach Personal Brand Survey, now what?

    Your 360Reach report gives you information, but it doesn’t have value for you or your practice until you analyze that information and take action as a result of what you learn. In this 2-part 360Reach video coaching series, you’ll learn how to glean the greatest insights from your external feedback and take action as a result. In part 1, William Arruda, the creator of 360Reach, will take you through the six-step process so you can identify key learning that’s critical to your success. In part 2, he’ll show you how to turn that learning into a focused activity plan. First, you’ll create your brand aspirations; then, you’ll craft your personal branding action commitments along with a focused action plan.


    The Real You (Microlearning Sessions)

    William Arruda

    Identify Your Secret Sauce

    Personal branding is about differentiation. If what you offer is the same as other coaches, what would make a prospective client pick you to be their coach? In this brief video, you’ll learn how to identify your brand differentiation and use it to stand out and attract the attention of your ideal clients.

    Use Your Superpowers

    What makes someone use superlatives to describe you? All strong brands are known by what they do best. In this brief video, you’ll learn about the importance of strengths and how to turn your signature strength into a superpower – one that will help you reach your goals.

    Put your Passions in Your Practice

    We’ve all heard the adage “Do what you love and you’ll never work a day in your life.” And it’s true. But how do you connect your passions with your work? And how can you use those passions to expand the success of your practice? In this brief video, we’ll explore those questions and help you identify ways to link what you love with what you do.

    Identify Your One Word

    Strong brands are known for something, not 100 things. That’s what makes them recognizable and memorable. Yet distilling all your brilliance into one word sounds daunting. In this brief video, you’ll learn how to make your brand potent and powerful by identifying and living your one word.

    May 13, 2020


    Peer Accountability Group – Exclusive Content for Live Attendees

    8 a.m. (New York) and 8 p.m. (New York)

    Discussion on 360Reach Results

  • Build Your Tools

    February 25, 2020 (Live)


    Personal Branding for expanding your coaching business in 2020

    10 a.m. (New York)

    Amalia Sterescu

    If you are new to coaching business or you want to expand your current business, it is time to have an assessment of your online presence, a scan of your current strategic network and an inventory of your personal branding practices in order to be able to expand your business, to reach new markets or new customer segments!

    In this session we will cover:

    • Why is important to invest in your personal brand in order to promote your coaching practice, stories, customer cases.
    • How to select the best communication channels for your personal brand, how to balance your efforts and resources in order to be consistent.
    • How to perform your own online presence assessment in order to define the best action plan for your personal brand enhancement.
    • Public Speaking as a channel for enhancing your personal brand: tips and tricks
    • Elements of strategic networking


    February 27, 2020 (Live)


    Behind the Curtain: A behind-the-scenes look at branding digital platforms

    1 p.m. (New York)

    Stephanie Wright and Tracy Sinclair, PCC

    Join Stephanie Wright, a brand consultant and graphic designer, and Tracy Sinclair, PCC, as they discuss the process of bringing Tracy Sinclair Ltd. to life. Tracy will share about her experience and learnings from working with a brand designer and Stephanie will give a behind-the-scenes look at some of the processes she uses with her clients. Along the way they’’ll be sharing tips and tricks on how to apply your own brand to digital platforms, creating a cohesive experience for your audience.

    June 1, 2020 (OnDemand)


    Unique Strengths Marketing: Authenticity Beats Boring

    Jan Markel, ACC

    There is thin line between marketing disaster and real coaching success. It all comes down to how you tell your story.

    In this session full of examples, you will learn:

    • how to stop chasing clients with all the boring phrases that every coach uses
    • how to define your unique strengths and show them to the world
    • which approach you should avoid (oh my, it is sooo common)

    And of course, you will learn how to juggle one orange. It matters! Why? That’s my secret. Come to this lesson to reveal it.


    Branding Your Unique Brilliance

    Maria Glenn, PCC

    Imagine this scenario playing out at a networking event near you:

    Coach 1: Hey, nice to meet you! What do you do?

    Coach 2: I’m an executive coach.

    Coach 1: Oh, me too!

    Coach 2: Really? Well, I love to work with emerging and high-potential leaders.

    Coach 1: Yep, me too!

    Coach 2: I also work with executive clients on their impact and positive sphere of influence.

    Coach 1: Umm…yeah…ah…me too (voice trailing off)

    Have you ever struggled with separating yourself as a coach from all the other coaches out there?

    The key difference that makes you special and uniquely you is YOU!

    By utilizing our foolproof, three-step methodology, you will leave this session with the ability to clearly and concisely articulate your unique brand that will create a buzz and attract the clients that brought you to coaching in the first place.


    Writing Your Bio (Microlearning Sessions)

    Microlearning Session Titles

    Marie Zimenoff and Susan Chritton, PCC


    July 8, 2020


    Peer Accountability Group – Exclusive Content for Live Attendees

    8 a.m. (New York) and 8 p.m. (New York)

    Discussion on Telling Your Story

    Writing Your Bio

  • Build Your Business

    March 3, 2020 (Live)


    Quick Start ROI: 5 Proven techniques to win new clients by using data

    10:30 a.m. (New York)

    Lisa Ann Edwards

    Whether you’re a newly minted ICF coach or a seasoned professional, you know you need ROI to prove your coaching gets results. Yet, ROI formulas sound so complicated, dry and uninspiring! In this fun and practical session, you’ll learn how to get started today, using data you already have— even if you’ve never sold a single coaching engagement— to influence coaching buyers and decision-makers.

    Lisa will walk you through:

    1. Why data is the key to illustrating what coaching is, and why it makes an impact.
    2. How to avoid the three most common myths of ROI.
    3. The specific steps to identify your existing data, even if you’ve never completed a coaching engagement.
    4. How to pinpoint the data that illustrates your niche and coaching differentiator.
    5. Clear-cut examples from top executive coaches who get results with data.
    6. BONUS: The secret to illustrating ROI and the monetary impact of working with you to influence coaching buyers.


    March 5, 2020 (Live)


    Session Title and Description TBA

    11 a.m. (New York)

    Connie Kadansky, MCC


    August 1, 2020 (OnDemand)



    Be Irresistible: How to attract the clients you’re meant to serve

    Jeffrey Shaw

    One of the hardest parts about building a coaching business is resisting the desire to help everyone. Or to help others see the value in what we do so they can have the breakthrough they want.

    It turns out, it’s not our job to prove our value to anyone. It’s our job to find the clients that already value what we do. That resonate with us. The most efficient way to grow your coaching business and have the greatest impact is to work only with your ideal clients. We do that with brand messaging and marketing that speaks the Lingo of your ideal clients. When that happens, your ideal clients feel like you “get” them and they fall in love with you!

    Find out how to have a competitive advantage from brand consultant and photographer Jeffrey Shaw by learning to see your clients the way a photographer sees their subject. How speaking their Lingo with brand messaging is like a portrait on display that creates a connection to your desired audience. Once you see branding through Jeffrey’s lens, you will attract your ideal customers because you will be speaking their Lingo.

    Are you ready to work only with ideal clients?

    • Discover the secret to defining your ideal client
    • Learn 5-Steps to make your ideal clients feel seen and speak their Lingo
    • Find out how to say the right things to the right people to attract your ideal clients!


    B-School for Coaches

    Peter A. James

    Simon Sinek states that “working hard for something we don’t care about is called stress; working hard for something we love is called passion.” I can only assume that you are here because you are passionate about this skill that we possess in coaching. But now, let’s look to take this passion and convert it into a viable revenue stream. In this business planning session, Dr. Peter A. James will take you through what you need to initially think about as a business owner, how to set goals, plans, and strategies; and then how to accomplish them.

    Disclaimer: Business will not just happen. It will take repetition, effort, and intention. (If this you, then come on in and let’s get to work.)

    I. Business Planning Overview (Business Model Canvas).

    II. Marketing/Sales (Promoting Yourself).

    III. Customers & Competition (Know them both well).

    IV. The Investment (Yes, in order to make money, you have to spend a little money.)

    V. Your experience/background/unique (Who you were before coaching will assist you as a coach). Includes a SWOT.

    VI. Resources to get you started (ICF).


    Business Plan (Microlearning Sessions)

    Peter A. James

    1. Marketing: Niche, Landscape, Plan

    We should always be marketing. We should always be selling. But don’t be deceived, we do need a strategy for both.

    2. Coach Training (life-long learning)

    The person who stops studying merely because he or she has finished school is forever hopelessly doomed to mediocrity, no matter what the person’s calling. The way of success is the way of continuous pursuit of knowledge. ~Napoleon Hill

    3. Your Network (Who is in your tribe?)

    Without someone to challenge you in your thinking, to have you consider what you don’t know that you don’t know, and to be your accountability partner, it becomes easy for us to slip into a “business as usual” mindset.

    4. Comfort Zone: Get out and meet people in person (industry associations, executive round tables, law firms, executive clubs, other coaches, associations)

    As you stretch yourself, your comfort zone will continue to expand. Therefore, we must train our minds to continuously try new things and go to new places in order to defeat our self-limiting beliefs . . . and accomplish our loft goals.

    5. Financials: P&L, budget, goals.

    One of the top reasons that small businesses fail is financial management (cash flow problems). Let’s look to overcome these problems ahead of time.


    September 9, 2020


    Peer Accountability Groups – Exclusive Content for Live Attendees

    8 a.m. (New York) and 8 p.m. (New York)

    Discussion on Business Planning

  • Build Your Platform

    March 10, 2020 (Live)


    Creating Thought Leadership as a Coach

    2 p.m. (New York)

    Dorie Clark

    The best way to grow your coaching practice is to make prospects come to you—and when you regularly create and share thought leadership, that’s exactly how it works. In this session, Duke and Columbia University executive education professor Dorie Clark (who has written more than 200 articles for the Harvard Business Review and 250+ for Forbes) will share the strategies she’s developed to codify, create and disseminate high quality thought leadership. You’ll learn how to:

    • develop interesting ideas that will attract prospects to you
    • identify relevant outlets to share your work
    • leverage your social proof and turn leads into clients


    March 12, 2020 (Live)


    Social Branding – Using Social Media to Increase Your Visibility and Credibility

    7:00 p.m. (New York)

    William Arruda

    In a world where your clients and prospects learn about you online before meeting you in person, your virtual brand is one of the most important assets of your coaching practice. But creating a great digital first impression is just part of it. Being social media savvy is your key to standing out and attracting the attention of your ideal clients. But with so many social media tools now available, how do you know where to focus? In this presentation, Personal Branding Guru William Arruda takes the mystery out of social media, helping you create an easy-to-execute plan to be visible, available and valuable online. It starts with your LinkedIn profile as the hub of your digital branding strategy. Your LinkedIn profile needs to differentiate you from myriad other coaches. LinkedIn is also crucial for advancing your thought leadership, building relationships with clients and the media, and growing your practice. In this session, you’ll master the proven process that has helped thousands of coaches catapult their practice to new heights, along with special tips and tricks to help you integrate LinkedIn and other social media into your comprehensive brand communications plan.


    October 1, 2020 (OnDemand)


    How to Take the Scary Out of Social Media (and put the simple in!)

    Ora Shtull

    While we all know that social media provides an excellent way to communicate with our markets, we can find it intimidating or time consuming. We often wonder if our efforts have any impact on our business development. In this session, NYC Executive Coach Ora Shtull shares how she uses social media to build her brand and offer value to her target audience—without the stress. Join her to discover how you can enhance the impact of your social media activity, enjoyably and efficiently!


    Session Title and Description TBA

    Jeanine Blackwell


    Social Media (Microlearning Sessions)


    How to use the power of Stories to build your brand on Instagram

    Marina Vishnyakova Nazarenko

    Instagram Stories offer amazing potential for coaches looking to build their brand. Watch this video to learn how to make your Stories communicate the values of your business and create real engagement with your followers.


    Make the most out of video to promote your brand on Instagram

    Marina Vishnyakova Nazarenko

    Learn how to successfully use live streaming videos on Instagram to build a genuine connection with your audience and convert your followers into your customers.


    How to become an EPIC Storyteller on Facebook

    Jason Goldberg

    Use these three simple but powerful techniques to create POWERFUL stories that build authority, connection and trust with your social media followers!


    Look Fabulous on Video

    Brighton West

    Video is the best tool for connecting with clients and potential clients online. But many coaches are leery of using this technology. Brighton will share tips like where to look, where to place the camera, what should be in the background and more – so that you look fabulous every time you show up on camera.


    How to use LinkedIn as a Client Magnet

    Ora Shtull

    Your potential clients are likely to check you out online before they meet you in-person. In this micro-video, Executive Coach Ora Shtull shares three secrets to building a powerful LinkedIn profile that attracts and wows clients—and makes them want to work with you, even before they’ve met you!


    November 11, 2020


    Peer Accountability Group – Exclusive Content for Live Attendees

    8 a.m. (New York) and 8 p.m. (New York)

    Discussion on Thought Leadership


    December 1, 2020 – Exclusive Content for Live Attendees


    Diversification (Microlearning)


    Build Your Coaching Practice by Writing a Book

    Dorie Clark

    Writing a book helps you codify your expertise and attract new clients. In this session, Dorie Clark will open up her playbook and show you how to create a high quality first draft of your book in three months or less.


    Video: Is it a tool for you?

    Ora Shtull

    In a world where 75% of professionals are more likely to watch a video than read a document, it’s time to consider integrating video into your practice. In this micro-video, Executive Coach Ora Shtull shares three expert tips for standing out with video delivery.


    The Grass Roots Approach to Growing your Coaching Business

    Sara Krisher

    In this micro learning session, you’ll get simple strategies to grow your coaching business from the ground up using public speaking. Learn how to become known in your market quickly, discover how to become an expert in your field and uncover the assets you already have to support your efforts.


    3 Secrets to Designing Unforgettable Learning Programs

    Sherry Yellin

    Discover 3 secrets to designing unforgettable learning programs proven to grow your business and increase the impact of your message.


    December 16, 2020


    It’s Go-Time! Turning Learning into Action

    10:00 a.m. (New York)

    William Arruda

    Bravo! You’ve made it through the entire year long BDS series. Are you ready to take what you learned and use it to expand your success and happiness? Learning without action will have limited impact on your practice. In this live session, William Arruda will share strategies for building your 2021 action plan, prioritizing your activities and implementing your plan. You’ll learn the 9-minute brand building technique, strategies for keeping business development top-of-mind and other fun ways to make the most of your BDS 2020 participation.

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