A Coaching Model Created by Amy Hertzberg
(Life Coach, UNITED STATES)
The word “aim,” which is both a noun and a verb, is defined in The Oxford Dictionary as:
(noun)
a purpose or intention: a desired outcome.
As a verb, it means,
to intend or direct for a particular effect or purpose and have the intention of achieving.
In its noun form, the word aim describes an objective, goal, target, desired result, intention, intent, plan, purpose, ambition, aspiration, wish, dream, hope.
As a verb, the word “aim” means:
work toward, try for, strive for, aspire to, endeavor to achieve, intend for, direct at, target at.
AIMS. Model is a process applied by a coach to support a client’s aim towards a desired target, or goal. The model uses the target as a metaphor to illustrate a goal to be achieved.
The four aligned circles represent the four stages of the coaching process.
A – Awareness I – Intention M- Map S- Success
AIMS. Model is a process applied by a coach to support a client’s aim towards a desired target, or goal. The model uses the target as a metaphor to illustrate a goal to be achieved.
A = Awareness
The first step toward change is awareness. Nathaniel Branden
The coach’s goal at this stage is to help the client attain a deeper sense of awareness about his current situation and about himself.
Attain Awareness of WHAT, Exactly is Off Course:
Awareness initially begins when you recognize that something about yourself or something in your life is off-course. Working with a life coach will help bring clarity and shed light on exactly what that is. As a client, you decide what you would like to change, learn or achieve. As your coach, my powerful questions will reveal the answers that are inside of YOU.
- Where in your life are you feeling unsatisfied?
- What do you need more of and less of in your life?
- How/What would you like to “be?”
- Where is the gap between how you are and how you would like to “be?”
- What would you like to change about yourself?
Attain a Deeper Understanding of WHY:
We can only perfect our aim when we become aware of the reasons why our aim is off-center in the first place. As your coach, I will help you focus inward to gain greater insight about yourself. Together, we will explore the emotions, thoughts and underlying beliefs that drive your actions. I will ask you questions that help you develop a deeper understanding about yourself.
- What do you think is holding you back?
- What beliefs do you think are driving your actions?
- What beliefs continue to reinforce this same outcome?
- What, in your life, is feeding this unhelpful behavior?
Attain Awareness Through a New Perspective:
Often, when our aim is off-track, we find ourselves “stuck” in an area that is not where we intended. A shift in perspective helps us gain new awareness. As your coach, my questions will help you view your situation from a different angle to help steer you back on course.
- What is the reason why this is happening right now?
- Where is the silver lining in the dark cloud?
- What are you meant to learn from this experience/situation?
- How can you change or grow from this situation?
Another tool I might use to shift your perspective is my own unique power tool, “The Flip Side,” which explores the very opposite viewpoint of your current one.
Gain a Deeper Understanding of Values and Purpose:
Sometimes, we recognize that our aim has veered off course, but we no longer know what we are aiming for. This happens when our actions are out of alignment with our values. When we behave or make decisions that are not based on our own values, the outcome doesn’t feel right and we feel unfulfilled and discouraged. On the other hand, when we make decisions that are in alignment with our values, we feel inspired! As your coach, I will help you explore your core values. If you are uncertain about what your values are, we will work together to bring self awareness.
Questions I might ask to help you uncover your core values are:
- What is important to you?
- What are your core values?
- What are your core beliefs?
Do you ever ask yourself, “Why am I here?” or “What is next for me?” Those questions are related to “purpose.” If the answers are unclear, coaching can help you find your unique purpose. Purpose, which is grounded in your own, individual values, will give you direction.
- Where do you find meaning in your life?
- Where in your life do you feel most fulfilled?
- When do you feel you are at your best?
Once you gain a greater self awareness, you will have the power to, more easily make life choices and changes that YOU desire. As a coach, my role is to support you in your aim so that you can live your life with more meaning and fulfillment.
When the client gains new awareness of the current situation and clarity about the direction he’d like to go, he is now ready to move to the next stage of coaching process; pinpointing the target.
I = Intention
If you don’t know where you are going, you’ll end up someplace else. Yogi Berra
In the second stage of the AIMS model the coach helps the client state an intention: to identify the goal he would like to achieve in the coaching process. This is the target for which the client is aiming!
State an Intention Using Visualization:
Sometimes our target appears out of reach because it is unfamiliar to us. The picture of our target can be so unclear in our minds that we only see the obstacles that block it. When we are able to visualize our goal, it is more likely to be achieved. As your coach, I will not only help you visualize your goal, but I will also help you visualize and experience how you will “feel” and how you will “be” once that goal is reached.
It is critical, as your coach, that I clearly understand your intention and the ideal outcomes visualized by you. In order to do so I may ask the following questions:
- What is your intention?
- Why is this important to you?
- What does this mean to you?
- How will you feel once this is achieved?
- What will change after you have reached this goal?
State an Intention that is Realistic and Measurable:
You are more likely to aim with intent if the target is both feasible and measurable. In this stage of the coaching process we will determine specific time frames as well as internal and external signals, which will prove to you, that you have reached your targeted goal.
- How feasible is this for you?
- When would you like to accomplish this?
- How will you know you have achieved your goal?
- How will you know that things have improved?
State an Intention that is Aligned with Values & Purpose:
You are more likely to attain your goal when it is aligned with your values, and once achieved, will result in a sense of purpose. Although, values and sense of purpose were addressed earlier, it is important to understand that they may change as your situation unfolds. At this time, I will check-in with you to make sure your goal still supports your values and sense of purpose. It is imperative that throughout the coaching process you stay true to yourself! What core values does this goal support?
When the Intention is Unclear:
Even if you begin coaching uncertain of your intended goal, we will explore and evaluate YOUR ideas, options and solutions. The questions asked during this stage will help you see the choices and possibilities in your life.
- What exactly would you love to have, learn, achieve, see or feel?
- What is the ideal solution for you in this situation?
- How likely is this option to be successful?
- What are the advantages and disadvantages to each option?
- What are the best and worse case scenarios?
While working together to identify your goal, and throughout the entire coaching process, I will support you without imposing my own advice, opinions, or judgment.
When the client establishes a clear goal that the client finds inspiring, measurable and attainable, the coaching process moves into the next stage of the AIMS model.
M = Map
Plans are nothing; planning is everything. Dwight D. Eisenhower
In the third stage of the model, the coach and client work together to map out an action plan which creates structure, as well as a path for the client to follow. An action plan that is generated by the client is the one that is most likely to succeed. The role of the coach, in this stage and throughout the entire coaching process, is to support the client’s plan, even if it is not the one the coach wants the client to take.
Map Out a Plan that Targets Short and Long Term Action Steps:
Together, we will create specific, short and long term action steps that clearly map out the path you will take to achieve your goal. We will prioritize and establish time frames for completing action steps that are both reasonable and manageable to you. I will ask questions to help you decide the best path for you to take.
- How will you get there?
- What needs to happen for you to reach your goal?
- What is the first step you need to take?
- What action steps can you take this week?
- How will you know that you are close to reaching your goal?
Map Out a Plan that Targets Internal Strengths and Resources:
During this stage, we will focus on the positive traits, skills and the beliefs that you already possess which support your goal. We will also look at your inherent gifts and talents that will help you reach your goal. We will even explore your past success (with achieving a goal) and other experiences that prove to you that you can achieve this one too!
- What evidence do you have that proves you can do this?
- When in your life have you done something similar?
- What steps did you take before to achieve a goal?
Focusing on your strengths and accomplishments builds self-confidence, selfappreciation and a sense of gratitude, which will inspire and empower you to press forward with intent.
Map Out a Plan that Targets External Supports and Resources:
After we have examined the internal strengths that support your goal, we will evaluate how external structures, which already exist in your life, support your goal. We will also consider new structures and systems that may need to be put in place to achieve your goal.
- What support systems have helped you in the past?
- What supports already exist in your life to help you achieve your goal and keep you moving forward?
- What could you put in place to make this easier to achieve?
- Which friends and family will support you in achieving the goal?
- How can you enhance those internal and external support resources to help keep you on target?
Map Out a Plan to Replace Structures that No Longer Support the Goal:
When designing an action plan, obstacles to reaching your target must be identified. Together we will explore ways to remove those barriers. We will also examine any disempowering beliefs which may be holding you back.
- What could stop you from moving forward?
- What needs to change to achieve this goal?
- What do you need to let go of to reach your goal?
- How do you feel about the action plan?
At this stage, we will also review the action steps we have created and assess how you feel about your plan.
Map out an Alternative Plan:
In reality, since situations and circumstance may evolve and change, it is sometimes necessary to make adjustments to the plan and/or alter the goal itself. It is also important to consider what will happen if the intended goal is not reached.
- What will happen if you do not reach your goal?
- What are your ideas for a back-up plan?
Map Out a Plan that Includes Commitment and Accountability:
Towards the end of this stage of the coaching process I will invite you to take action. The invitation to take action is extended to you without obligation or pressure. It is, ultimately, your choice to accept the opportunity and to take action.
Your response will show your level of enthusiasm as well as your level of commitment to your plan.
- What is one step that you can commit to right now to move you closer to your target?
- How can I support you to take the action?
Accountability encourages self-discipline, focus and responsibility. In coaching, the client is held accountable for the actions to which they have committed.
- When are you going to take this first step?
- How can I hold you accountable for that action step?
- What accountability did you have when achieving goals in the past?
- How can I follow up with you to learn of your progress?
Throughout out the entire coaching relationship, the coach has honored and encouraged the client. However, it is often here, when the coach and the client have mapped out an action plan, that they begin to detect a positive shift in energy. This new momentum excites and motivates the client into action.
When the client maps out a plan that is clear, specific and feasible, the coaching process moves into the next stage of the AIMS model.
S = Success!
Try not to become a person of success, but rather try to become a person of value. Albert Einstein
The coach’s role, in the final stage of AIMS, is to both celebrate and support the client’s success.
Review and Reinforce what Led to Success:
When you have reached your target we will review your progress. This is also a time to provide me with feedback about your experience with the coaching process.
- What action steps did you take that made this successful?
- What value did you receive from coaching?
- What was challenging?
- What was helpful?
- What would you like to do differently in future coaching sessions?
Celebrate and Acknowledge Success:
Once you have succeeded in reaching your goal, it is time to celebrate and acknowledge your accomplishments, both big and small. During this final stage, we will honor and appreciate your determination and effort that helped you achieve your goal. You may also want to acknowledge and thank the people in your life who have encouraged and supported you along the way.
Recognize that Success is a Life Long Journey:
Once you have tasted success, it might be somewhat daunting to consider the hard work required to maintain it. Because success is a life-long process, I will help you view your progress and development as ongoing. It is important now to reflect on what you have learned as well as how to apply what you have learned to future situations. Since coaching is client-directed, you will decide when you feel you are ready to end the coaching relationship.
- How have you changed or grown?
- What have you learned?
- How can you apply what you have learned to new situations?
- How do you plan to continue learning and growing?
- How else can I further support you?
Since success is an ongoing process, it may be necessary to track and follow the client’s success during multiple sessions throughout the coaching relationship. Congratulations! Through your hard work, determination and “AIM” you have reached the bulls-eye.