Leadership today isn’t just about making decisions—it’s about navigating complexity on an organizational and global scale. In times of uncertainty, the best leaders don’t just react; they adapt, empower, and develop those around them.
From Crisis Response to Long-Term Coaching Strategy
During the early days of COVID-19, organizations faced new challenges. Overnight, leaders became crisis managers. Amidst rapid change, they worked through uncertainty while meeting the needs of employees, clients, vendors, and more.
Sun Life, a leading financial services company, provided its people with crucial support at this pivotal moment. In partnership with their local International Coaching Federation Chapter, they delivered 30-minute virtual coaching sessions to people managers in Sun Life U.S. The response was overwhelmingly positive. What started as a grassroots coaching initiative quickly gained traction.
We’re proud to partner with Sun Life and support their leadership coaching success. If you want the full story, download the Sun Life Case Study.
You’ll discover their winning strategy and learn how coaching continues to drive real business results.
As leaders at Sun Life experienced the value and impact of coaching, demand grew. Today, their Internal Coaching Community of Practice is a shining example of coaching as a sustainable leadership strategy—not just a critical response to crisis. The team now includes 25 coaches from diverse backgrounds, supporting over 500 leaders across Canada and the U.S. Their work has helped embed coaching into Sun Life’s leadership culture, driving enterprise-wide learning and development.
Why Coaching Works for Leaders in Uncertain Times
Coaching isn’t just a leadership tool—it’s a way of thinking. Sun Life’s approach includes training coaches using the Excelerator™ Coaching Model, a proven framework that supports strategic, future-focussed conversations. This model activates seven core leadership competencies, amplifying critical skills needed to lead through uncertainty.
In times of uncertainty, coaching helps:
- Expand Critical Thinking
Excelerator™ Trained Coaches ask focused, strategic questions that generate new perspectives, challenge self-limiting beliefs, and support better decision-making.
- Build Adaptability
In times of change, coaching helps leaders remain open to new ideas, navigate complexity, and cultivate resilience.
- Empower Leaders to Take Initiative and Drive Results
A coaching culture boosts motivation, fosters accountability, and encourages leaders to own their decisions and outcomes.
- Create Cultures of Inclusion
Coaching requires suspending personal judgment and advice-giving. This creates equitable leadership growth that empowers diverse perspectives.
Sun Life’s Coach Approach to Leadership
Sun Life’s leadership approach is more than a strategy. It’s an integral part of their business operations that includes:
- Leadership Development Programs:
Coaching is embedded into leadership training, equipping leaders with practical skills to support their teams.
- Peer Coaching Networks:
Leaders learn from one another, exchanging insights and strengthening their skills through structured coaching conversations.
- Coaching as a Daily Leadership Practice:
Coaching isn’t a separate initiative. Instead, it’s integrated into performance reviews, feedback discussions, and leadership development programs.
Another way Sun Life has integrated coaching is through Laser Coaching. These are quick, 30-minute sessions that provide targeted leadership support. This approach ensures that coaching is both accessible and efficient. Leaders walk away with actionable insights that immediately enhance team engagement and performance.
Want the full story? Download the Sun Life Case Study to get their full strategy. Find out how they successfully integrated coaching into their leadership culture and the ongoing impact coaching has on their people, teams, and organization.
The Results: A More Engaged and Resilient Workforce
Sun Life’s coaching strategy has delivered measurable success:
- Higher Employee Engagement
- Leaders who integrate coaching create environments where people feel heard, valued, and motivated.
- Stronger Talent Retention
- Employees experience personal and professional growth, leading to greater loyalty and career progression.
- Improved Business Performance
- Coaching fosters innovation, collaboration, and strategic thinking across teams.
- A More Sustainable Leadership Pipeline
- Coaching helps emerging leaders develop the skills they need for long-term success.
How You Can Start to Add Coaching to Your Organization
Want to integrate coaching into your organizational culture? Here’s how to start:
- Shift from Providing Answers to Facilitating Insight
When appropriate, try asking open-ended questions rather than dictating solutions. Asking a simple question like, “How can we approach this?” shifts the conversation. It empowers people, generates a sense of collaboration, and often unlocks innovation and creative problem-solving.
- Offer Leadership Coaching at All Levels
When leadership coaching is accessible to everyone, skills multiply, and employees become more engaged, strategic, and connected to the organization’s success.
- Invest in Leadership Coaching Skills
Equip leaders with Excelerator™ Coaching techniques to develop their teams and create lasting impact.
Conclusion: Coaching as a Leadership Multiplier
Sun Life’s experience shows that coaching isn’t just a leadership tactic. Coaching is a catalyst for engagement, resilience, and innovation. By embedding coaching into everyday leadership practices, they’ve built a thriving culture that adapts to change.
In uncertain times, leaders who embrace coaching create environments where people feel empowered, capable, and supported. By prioritizing dialogue, development, and adaptability, organizations can cultivate leadership that is effective today and built for the future.
