In conversation with Marianne Craig

How did you get into coaching?

Back in 1999, I was on a career break. One day, I was listening to a segment on the radio with an American coach called Laura Berman Fortgang.

I had one of those incredible epiphanies.

For the first and only time in my life, I rang the helpline of “Woman’s Hour”. They gave me information for the International Coach Federation and I subsequently discovered Coach U.

I signed up for their coaching course. It was two and a half years of part-time training via teleconferencing. This all sounds so old fashioned now but back then it was very cutting edge!

I found the coaching course exciting and interesting.

Some of the other coaches wanted to build an international practise where they’d coach over the phone. I think this learning experience unleashed my inner entrepreneur.

Early on I noticed a lot of people were coming to me who were at a crossroads in their careers. I didn't feel that my coach training equipped me to fully help them, so I teamed up with my friend and coach Kate Edmonds and we created a career coaching programme together.

Kate is very different from me. We’d had different coach training (Kate trained with CTI) which meant we were a good match.

We met every Friday for a year and had great fun. We researched the field of career change thoroughly. We read all the books and took part in other programmes to understand what else was available.

Then we created the Firework Programme.

The Firework programme brings together coaching and a structured process. The structure of Explore, Dream, Discover is totally unique, as is the Spectrum of Possibilities.

Initially, the Firework programme was just for the two of us to use with our clients. We soon realised that if we had felt ill-equipped to help clients through career change, there were likely other coaches out there who felt the same way. So, we decided to share it with other coaches where they could become licensed to coach clients through the programme.

 

I had one of those incredible epiphanies.

 

 

How is the Firework programme different to other coaching methods?

The primary role for all coaches is to serve the client and to meet their needs.

We felt that the traditional, non-directive coaching model didn't really work for career coaching clients. They wanted something with a more certain outcome and a structured process.

Firework is like scaffolding. Even though it’s a programme, with a beginning, a middle and an end, there’s loads of space within it to be the kind of coach you want to be. There’s still a lot of room to be non-directional but it's just within the confines of a programme – you’re still not giving advice.

It can be used as a structured programme, but it can also be used as a toolbox.

So, if a coach is very attached to their unique way of working and doesn’t want to work in a structured way, they can just dip in and use some of the tools to support their coaching.

 

We felt that the traditional, non-directive coaching model didn't really work for career coaching clients.

 

What experiences have shaped the way that you work as a coach?

When I was about 9, I decided I wanted to see the world.

I felt the only way a girl could do that from my background was to become an air stewardess.

I was very clear about what I wanted to do. I devoted myself to getting all the qualifications and achieving that goal.

There’s a big part of me that believes strongly in agency and having a plan. I’m wired to think that if you want something then you must commit to achieving it.

In my thirties, I read ‘What Colour is Your Parachute’ and it really stuck with me. I used the techniques with other people – it wasn’t coaching – I just wanted to help them.

I love coaching people, but also the stuff around it to do with setting up a business. I’m an entrepreneur at heart.

I like setting things up and trying things out.

That's one of the lovely things about coaching – you can be creative in terms of your business or programmes and collaborate with others.

 

There’s a big part of me that believes strongly in agency and having a plan.

 

Who inspires you?

I met Richard Alderson when he was in the early days of setting up Careershifters. I felt so inspired by him and still am. I love the kind of team that he creates around him and his international vision.

I've always really respected John Lees. His output is astounding. He has huge integrity and a strong work ethic.

Laura Berman Fortgang came to the UK from New York in the late 90s and prior to becoming a coach, she was an actress.

I went to several of her workshops as she was associated with Coach U. She has a fantastic presence and sense of humour.

Her claim to fame was that she had zero experience of the corporate sector but charged huge sums for her coaching services. I felt so inspired by her chutzpah and confidence to say, “this is who I am, and this is why you should hire me”.

People like Nelson Mandela are also hugely inspirational to me. I’ve always been very interested in politics and when I was younger, I was an activist.

My desire to change the world has always been there but I buried it in the 90s. I do a lot of coaching now with activists on a pro bono basis, and I find that work incredibly fulfilling.

I’d love to be out there too, gluing myself to lorries, but I'm not physically able, so I coach the people on the frontline instead.

When I started coaching, I realised that was how I could make my contribution – changing the world one person at a time.

 

I realised that was how I could make my contribution – changing the world one person at a time.

 

What drives you in your work?

It still boils down to helping someone find their passion or direction. It’s about fulfilment, purpose and making a difference.

Like all coaches I’m very interested in people. Every human being is different, every client is different, so this means that every day is different. I love the variety. Even after 20 years, I still find that so fulfilling. It’s such a privilege to work with individuals in this way.

 

What are some of your client highlights?

I coached a lawyer who was feeling very fed up with her work.

Like a lot of lawyers, she worked long hours and felt she didn't have a lot to show for it.

She’d found it difficult to consider alternative careers, because the law pays well, she’d trained for years, and she had job security.

Her passion was archaeology, but she was very risk averse and wasn't willing to make a massive shift. We had to do a lot of coaching around managing her time, setting boundaries, and re-framing her view of work. Once she decided to work fewer hours, this gave her more time for amateur archaeology.

In the end, she decided she would feel fulfilled by taking holidays to places like Machu Picchu to explore her passion.

This demonstrates how Career Coaching and Life Coaching are so intertwined.

Many clients come into coaching thinking their job is the problem, but often it’s actually about boundaries and balancing priorities.

The initial chemistry conversation I have with a client is so important.

When I talk about Firework and what I have to offer, I really emphasise that it’s a whole-life programme.

I’ve also worked with a few people who went on to become coaches themselves.

I’m still in touch with some of them and it’s lovely to hear them say things like, “you helped me change my life”.

I love that coaching is that powerful.

 

Many clients come into coaching thinking their job is the problem, but often it’s actually about boundaries and balancing priorities.

 

What does your work currently involve?

I work very part time now; I’ve really cut back.

I still have a few career coaching clients and then a few long-term supervision clients, but I no longer do mentoring for the ICF.

I also have a few long-term business and personal coaching clients – I might coach them once a month.

Although career coaching has been my niche for a long time, it's never been the only thing I’ve done, because I like variety.

But, I'm first and foremost a career transition coach – that's my first love.

 

How would you describe the philosophy of your career coaching?

I support people who want to find meaning, fulfilment, and purpose in their work. They want to make a difference.

In terms of my coaching style, I embrace the ICF philosophy of holding the client with an unconditional positive regard.

It’s about ‘climbing in there’ with the client – really coming close to their stuff and having that level of intimacy that grows in a coaching relationship. It's quite an intuitive style, I think.

I use the Firework framework and have a structured approach but within that I’m flexible and I respond to the client’s needs. For example, we might pause work on one area for a while if they want to work on something else.

I have quite a light touch and I also work quite quickly. I don't spend a whole session on the Firework Skills Audit for example. I think the client would die of boredom and so would I.

Clients do the exercises for homework, and we debrief them quickly in the sessions. They take the essence from the exercises, and they jot it down in their Stars.

I tend to spend more time with the client on the Powerful Self, their Life Purpose or on other stuff that's coming up for them and that's where more of the skill of coaching comes in.

 

It’s about ‘climbing in there’ with the client – really coming close to their stuff and having that level of intimacy that grows in a coaching relationship.

 

What are the common issues that clients come to you with?

I never know what’s going to pop into my inbox.

I’m often surprised by peoples’ stories and the jobs they do that I didn’t even know existed.

Many clients come to me saying “I don't feel I'm fulfilling my potential”. They've outgrown their current life. They want a bigger life for themselves, but they don't know it yet, so they don't articulate it like that.

Often, they criticise themselves for not being satisfied with their current situation. But as coaches, we can help them reframe it.

People are often already in transition when they come for coaching, and they haven't spotted it yet. They might’ve taken redundancy and they're quite down about the changes that are happening. I help them realise that transition can take time and it will probably be uncomfortable. They’re not yet the person they’re going to become, but they’re also no longer the person they were.

There are people who come for coaching who've already read loads of self-help books and are self-aware but they’re still stuck.

There is also another group of clients who've never done a minute’s worth of personal development in their lives.

It’s very common to find clients have fallen into the job that they do, and they didn't spend a lot of time thinking about it or matching it with who they are as a person.

It’s hugely exciting to accompany these individuals on their journey of self-discovery.

 

They want a bigger life for themselves, but they don't know it yet, so they don't articulate it like that.

 

What are some of the most common challenges that career coaches face and how can they overcome them?

Most new career coaches struggle with getting clients initially. I encourage people to use their network – formulate an offer of some kind and send an email out to everybody they've ever met!

Another common challenge new coaches have is in trusting the process. This comes with practise obviously, so I always encourage new Firework coaches to find a few guinea pig clients and take them through the programme.

I also encourage them to make the programme their own. They should follow their gut. If they feel 12 sessions is too many, then they can find a way to cut it back.

Another thing I notice with newer coaches is the desire to fix all the client’s problems. They often worry that the client won't find a new career direction.

I encourage them simply to trust the process. The client does the work, not the coach.

As coaches, we do our job, but it's the client’s responsibility to find their direction.

When contracting, you’re not promising the client that you're going to find them a new job. Instead, you’re committing to helping them get to a place where they have a plan.

This is about managing expectations.

That plan might contain a new career path, some further training, a portfolio career, or a new business venture. But sometimes a client’s plan might end up being to stay in their current role while making their life outside of work more interesting.

As the coach, you must not be attached to the client finding a shiny new career because you can't guarantee that.

This is one of the things that differentiates career coaching from career counselling, career guidance or career consulting.

Clients might’ve paid a lot of money to see a careers consultant in the past, but these professionals tend to focus on work history, skills, and a CV. Therefore, the client often stays in the same industry.

By having an in depth look at themselves as a whole person through coaching, the results for clients can be more surprising.

 

You’re not promising the client that you're going to find them a new job. Instead, you’re committing to helping them get to a place where they have a plan.

 

How do you see your role as a career coach?

Portfolio careers are much more common now.

People acknowledge that they're interested in several different things and are giving themselves permission to have a career made up of different income streams and interests.

I like being able to share examples of people doing that with my clients.

There’s no such thing as a “career for life” anymore.

There's less loyalty now – companies are not so loyal to their employees and vice versa.

People are more used to moving on and not just moving on through their industry but changing industries too. I think that's healthy and exciting, but some people still are nervous about that.

I collect resources – articles and books and links and Ted talks and so on – which I send to my clients in between our sessions. I see this as an important part of my role as a coach.

We’re all limited in terms of what we know is possible, so I explain to my clients that I send these resources to open their minds to what's out there.

There’s a whole world out there of things that people are doing that you don't even know about. Obviously, it's up to the client whether they choose to explore those resources. It's not a requirement.

 

People are giving themselves permission to have a career made up of different income streams and interests.

 

Looking back now, what would you say to yourself as a new coach?

Don’t work so hard!

In the early days, I was very into building my business.

I went to workshops – mostly given by American coaches in London – and they would talk about having a full practice. I really wanted to have what they had, and I pushed myself very hard.

I worked long hours building my business and on top of all of the promotion, I was coaching many clients each day. I had a strong work ethic!

I got my MCC master coach accreditation in 2005. You need 5000+ hours of coaching experience to achieve that.

I believe very strongly in accreditation, and it was good for me in terms of my confidence. I wanted to go as far as I could and be a master coach.

Having that certificate was important to me and it felt good to have that accomplishment.

It was the right thing for me to follow that path, but I don't think I needed to do it in quite such a pressured way.

If I could talk to myself back then, I’d advise myself not to be in such a hurry.

I have a little bit of regret over how hard I worked, but I loved it.

 

I have a little bit of regret over how hard I worked, but I loved it.

 

How do you see the career coaching landscape evolving?

Job culture has changed a lot over the last year and a half.

A lot of people are questioning what they're doing and thinking more now about their quality of life.

There’s a key role for career coaches in helping people re-evaluate what matters most to them and what they’re here to do.

I think we all know people who are unhappy in their work or are looking for something more fulfilling.

I think it's a huge market and it will continue to grow. Technology can only help.

I think the future is rosy for career coaching. If a coach can work with clients from other countries too then the whole world is their oyster.

I think career coaching can be expensive and there are a lot of people out there who don't have the money for it. One way round is to coach people in groups and this works online too.

A lovely thing about group coaching is how people can learn from each other. They get inspired by other people’s stories, energy, and initiatives. You can have them coaching each other, buddying up and working together offline.

It might be a specialised group like mothers returning to work, or expats from a particular country – something that you have an interest in or experience of.

 

There’s a key role for career coaches in helping people re-evaluate what matters most to them and what they’re here to do.

 

How do you see your work evolving?

Things were very quiet at points during the pandemic. People were feeling very insecure and were staying in their jobs.

But I felt confident that people would seek out coaching again and they have.

I'm coasting more now in my work, which does feel novel to me. I'm just enjoying the fruits of my labour.

In the past I’ve been very active in setting up new initiatives. Now I'm thinking more about creative projects and spending time with my granddaughter. She's 18 months old and delightful.

I have no plans to retire though.

That’s the lovely thing about our work. You can coach forever if you have a headset and an internet connection.

I always aspired to have a global practice and I achieved that.

 

Marianne has worked as a coach for more than 20 years, delivering over 8,000 hours of coaching with hundreds of clients across the globe, including executives, artists, community leaders, professionals, and entrepreneurs. Marianne was awarded Master Certified Coach (MCC) by the ICF in 2005, and is one of only a handful of coaches in the U.K. to have this professional accreditation. She is co-founder of Firework Coaching. Originally from Glasgow, Marianne is now based in the seaside town of Brighton. Find out more about Marianne at www.coachlifeandcareer.com.