Talk about behavior change is influenced by personal values of both coach and participant (Rollnick, Mason, & Butler, 1999). Philips DirectLife provides preventative health promotion. Philips DirectLife is not focused on actual health problems but rather focuses on preventing health problems by promoting healthy behavior. In this perspective it is important for the coach to be aware how personal values can influence practice. Some safeguards are suggested by Rollnick and colleagues (1999) and adapted for Philips DirectLife coaches:

  • Empathy with the participant: understand the situation from the participant's point of view
  • Be alert of resistance from the participant. It might mean you are enforcing your own values and ideas in stead of listening to the participant's values and ideas.
  • If in doubt: Ask the participant.

These safeguards are mentioned here as tools to successfully coach according to the Philips DirectLife Coaches Code of Conduct.

Every coach, directly or indirectly working for Philips DirectLife is required to read, understand, and adhere to the Philips DirectLife Coaches Code of Conduct as described below.

Part One: The Philips DirectLife Philosophy of Coaching

Philips DirectLife adheres to a form of coaching that honors the participant as the expert in his/her life and work and believes that every participant is creative, resourceful, and whole. Standing on this foundation, the coach's responsibility is to:

  • Respect the autonomy of participants and their choices
  • Discover, clarify, and align with what the participant wants to achieve
  • Encourage participant self-discovery
  • Elicit participant-generated solutions and strategies
  • Hold the participant responsible and accountable as an active decision maker

Part Two: The Philips DirectLife Definition of Coaching

Professional Coaching is an ongoing professional relationship that helps people produce extraordinary results in their lives, careers, businesses or organizations. Through the process of coaching, participants deepen their learning, improve their performance, and enhance their quality of life.

In each meeting, the participant chooses the focus of conversation, while the coach listens and contributes observations and questions. This interaction creates clarity and moves the participant into action. Coaching accelerates the participant's progress by providing greater focus and awareness of choice. Coaching concentrates on where participants are now and what they are willing to do to get where they want to be in the future. Philips DirectLife coaches recognize that results are a matter of the participant's intentions, choices and actions, supported by the coach's efforts and application of the coaching process.

Part Three: The Philips DirectLife Standards of Ethical Conduct

Professional Conduct At Large

As a coach:

1) I will conduct myself in a manner that reflects positively upon the coaching profession and I will refrain from engaging in conduct or making statements that may negatively impact the public's understanding or acceptance of coaching as a profession.

2) I will not knowingly make any public statements that are untrue or misleading, or make false claims in any written documents relating to the coaching profession.

3) I will respect different approaches to coaching. I will honor the efforts and contributions of others and not misrepresent them as my own.

4) I will be aware of any issues that may potentially lead to the misuse of my influence by recognizing the nature of coaching and the way in which it may affect the lives of others.

5) I will at all times strive to recognize personal issues that may impair, conflict or interfere with my coaching performance or my professional relationships. Whenever the facts and circumstances necessitate, I will promptly seek professional assistance and determine the action to be taken, including whether it is appropriate to suspend or terminate my coaching relationship(s).

6) As a trainer or supervisor of current and potential coaches, I will conduct myself in accordance with the Philips DirectLife Coaches Code of Conduct in all training and supervisory situations.

7) I will conduct and report research with competence, honesty and within recognized scientific standards. My research will be carried out with the necessary approval or consent from those involved, and with an approach that will reasonably protect participants from any potential harm. All research efforts will be performed in a manner that complies with the laws of the country in which the research is conducted.

8) I will accurately create, maintain, store and dispose of any records of work done in relation to the practice of coaching in a way that promotes confidentiality and complies with any applicable laws.

9) I will use Philips DirectLife member contact information (email addresses, telephone numbers, etc.) only in the manner and to the extent authorized by the Philips DirectLife.

Professional Conduct with Participants

As a coach:

10) I will be responsible for setting clear, appropriate, and culturally sensitive boundaries that govern any physical contact that I may have with participants.

11) I will not become sexually involved with any participant assigned to me.

12) I will construct clear agreements with my participants, and will honor all agreements made in the context of professional coaching relationships.

13) I will ensure that, prior to or at the initial session, my coaching participant understands the nature of coaching, the bounds of confidentiality, financial arrangements and other terms of the coaching agreement.

14) I will accurately identify my qualifications, expertise and experience as a coach.

15) I will not intentionally mislead or make false claims about what my participant will receive from the coaching process or from me as their coach.

16) I will not give my participants or prospective participants information or advice I know or believe to be misleading.

17) I will not knowingly exploit any aspect of the coach-participant relationship for my personal, professional or monetary advantage or benefit.

18) I will respect the participant's right to terminate coaching at any point during the process. I will be alert to indications that the participant is no longer benefiting from our coaching relationship.

19) If I believe the participant would be better served by another coach, or by another resource, I will encourage the participant to make a change.

20) I will suggest that my participants seek the services of other professionals when deemed appropriate or necessary.

21) I will take all reasonable steps to notify the appropriate authorities in the event a participant discloses an intention to endanger self or others.

Confidentiality/Privacy

As a coach:

22) I will respect the confidentiality of my participant's information, except as otherwise authorized by my participant, or as required by law.

23) I will obtain agreement from my participants before releasing their names as participants or references, or any other participant identifying information.

24) I will obtain agreement from the person being coached before releasing information to another person compensating me.

Conflicts of Interest

As a coach

25) I will seek to avoid conflicts between my interests and the interests of my participants.

26) Whenever any actual conflict of interest or the potential for a conflict of interest arises, I will openly disclose it and fully discuss with my participant how to deal with it in whatever way best serves my participant.

27) I will disclose to my participant all anticipated compensation from third parties that I may receive for referrals of that participant.

28) I will only barter for services, goods or other non-monetary remuneration when it will not impair the coaching relationship, or in any other way be in discordance with the Philips DirectLife Coaches Code of Conduct.

Part Four: The Philips DirectLife Pledge of Ethics

As a professional coach, I acknowledge and agree to honor my ethical obligations to my coaching participants and colleagues and to the public at large. I pledge to comply with the Philips DirectLife Coaches Code of Conduct, to treat people with dignity as independent and equal human beings, and to model these standards with those whom I coach. If I breach this Pledge of Ethics or any part of the Philips DirectLife Coaches Code of Conduct, I agree that Philips DirectLife in its sole discretion may hold me accountable for so doing. I further agree that my accountability to the Philips DirectLife for any breach may include loss of my Philips DirectLife credentials.