Why Coaching Talent is No Longer a Luxury, it’s a Growth Strategy

For a long time, coaching was reserved for the few. Senior execs, top leaders, those ‘worth the investment.’

But here’s the thing: the world of work has changed and so have the people driving it.

Today’s talent want more than old school ‘training’. They want development that meets them where they are, challenges them personally, and supports their growth in a real, human way.

That’s where coaching comes in.

At VB&A, we believe it’s time to democratise coaching. Not as a tick-box perk for the C-suite. But as a core talent strategy to grow capability across your business, especially in your emerging talent.

So, why coaching and not just another course?

We get it. Budget matters. And in times of cost-consciousness, coaching can seem like a ‘nice to have’.

But here’s what we’ve seen, and what the evidence supports:

💡 Coaching is personal, so it sticks
No one forgets the conversation that helped them see their blind spot.
Or the moment their coach helped them unlock a difficult decision.
Courses share knowledge. Coaching changes behaviour.

🎯 Coaching is embedded in the day job
Instead of stepping out for a generic workshop, coaching happens in real time, in role.
It builds reflection, application, and accountability, fast.
That’s high ROI without the hefty travel budget.

📊 Coaching has measurable impact
The results aren’t vague.
Clients tell us about improved team dynamics, clearer career paths, faster promotion readiness, all directly linked to the coaching conversation.

🧠 Coaching develops the whole person
It’s not just ‘how to lead a meeting’. It’s how to lead yourself, your team, your career.
That’s what your talent craves, and what your future pipeline needs.

If you’re a business leader or talent/development professional, here are 3 questions to take to your next strategy meeting:

1. Where in our business would personalised support unlock real performance gains?
   (Hint: it’s probably not at the top.)
2. Are we spending more on courses than on embedded development that actually sticks?
   (If so, what’s the return?)
3. What message do we send when coaching is only for the few?
   (And is it the message we want our emerging talent to hear?)

At VB&A, we’re proud to be challenging the old model.

We’ve built our approach around flexibility, commercial outcomes, and a deep understanding of what it’s like to sit in your seat, balancing business growth, talent retention, and limited budgets.

We’ve helped organisations embed coaching into their talent and learning strategies without blowing the budget, and we’d love to help you do the same.

📩 Let’s talk about how coaching could quietly become your most powerful tool for growth.

Victoria Buckenham 2025