Chloé Hajnal-Corob is an accomplished product leader-turned-coach. As VP of product at multiple VC-backed startups, Chloé has spent the last 10 years building product functions from seed through to Series B. I first met her when she was VP of product at marketplace startup Trouva — a role she held through two acquisitions.
Chloé is now an executive coach and focuses on helping founders, leaders and operators figure out how to move forward in their life and work.
Here she shares her top tips for operators looking to be coached.
Understand why you want a coach
Do you need help getting a bird’s eye view of your work? When working at a startup, you might be doing some parts (or all) of your job for the first time. You’re solving problems at speed; the company and its direction are always changing and there’s no steady state. This may be stressful. So, to operate well in this environment, you need to be able to quickly understand what the situation requires. What problem are you trying to solve and how are you going to solve that problem? A coach will work through this with you.
Decide if you need a coach with domain expertise
Different coaches bring different experiences, attitudes and skill sets to the table. If you need a blend of advice, teaching and coaching look for someone with specific experience in your area of work. For example, if you’re looking for help managing your team or learning how to hire or fire, find someone who has worked in HR and can coach you through those conversations.
…Or find a generalist
If you feel unclear or need a soundboard to help you get unstuck, then “pure” coaching (not just mentoring/advising) might be a better option. They’ll help you identify and move through blockers. They’ll support you in formulating a clear plan including actions or conversations that need to happen.
Find someone you trust
This is the most important part of finding a coach, which is easier said than done. To figure out if you can trust someone, ask yourself:
- Can you talk to this person about anything?
- Do you feel safe telling them what really scares you?
- Are you ready to come clean about the stories you’re telling yourself?
You may not have answers immediately, but most coaches will offer a free introductory call that you can use to get a feel for how you might work with each other; you can also use this to figure out whether or not you have chemistry. Use this as an opportunity to ask questions. Check-in with yourself after the call: how do you feel? If you’ve started working with a coach and the relationship hasn’t deepened after 2-3 sessions, it might be time to call it quits — have an exit conversation with your coach to share feedback both ways.
Identify where you need to develop
If you’re looking to 10x your personal growth as an operator, you have to figure out the real problems you’re facing, which are usually not task-based. Instead you should focus on:
- Competencies. These sit at the top. These are the things that we know and do not know how to do, like how to build a strategy, how to conduct a performance review, how to use the tools we need to get the job done or give a presentation.
- Behaviours. These are a level deeper. This is what you’re doing (or not doing) day to day, including meetings, conversations, how you prioritise your time and how you manage your stress. What would your day/week/life look and feel like if you shifted these?
- Mindset. This is the deepest level you’ll need to work on. How are you thinking about the problems you’re facing? What are your limiting beliefs holding you back? What pre-existing biases or assumptions are keeping you from achieving your full potential? What’s the real reason you’re feeling so challenged right now?
Ask your boss for a coach
At a startup, budget always feels tight. So you’re going to need to convince your line manager, probably the founder, why you need coaching. Look back at your 1:1s: what areas did your manager say you need to focus on or develop? Use this to frame the conversation when you ask for coaching. Ensure you go into the conversation with names of coaches who are aligned with your needs.
There’s often an outsized impact that coaching can have on an individual, which relieves pressure on the founder or manager, who realistically, may not have the time (or skillset) to support in the best way.
If your founder won’t pay for coaching, consider whether it’s worth the personal investment and will help you level up your career overall.
There are other ways to get started which cost less. Look out for group coaching offerings that can be significantly cheaper. Zero in on the areas you’re looking to grow in, and then look for resources that focus on those — anything from YouTube videos, to books and articles.
On the subject of… coaching
1. How can founders make the most of having a coach?
2. A coach is independent and has no hidden agenda.
3. Coaching is way more expensive than you think — but it’s worth it.
