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Coaching with Purpose

To build a great firm, you need great people – and the next generation of firm leaders won’t get there by accident. 
How are you training and developing your coaches so they can help your best people find purpose, passion and expertise?

Coaching with Purpose

Your top people need talented, trained, motivated coaches: those who’ve walked the path, maneuvered the roadblocks, and can provide customized roadmaps for successful careers. So what do your coaches need to know so they can help your top people maximize their strengths, manage around their weaknesses, set effective goals, and become more effective, productive and inspired to excel? What does it take to be the kind of coach who truly makes a difference in people’s lives and careers?

The Coaching with Purpose program is designed to help your firm’s coaches take a more planned approach to coaching and developing your firm’s top talent, using a combination of on-demand sessions and customized guidance.  

Key Elements of the Coaching with Purpose Program

Pre-Program Planning

When you register we will schedule a one-hour call with your firm leaders to discuss the program and ensure that you receive the most value possible from your firm’s participation. 

Two Customized Program Launch Webinars

To kick off the program, we will facilitate two customized, training sessions – one for coaches and one for those being coached.  Each session will be recorded and available for on-demand viewing. 

Eight ON-Demand CPE-Eligible Training Sessions

During these one-hour recorded sessions, the Upstream team shares insights, best practices, and proactive steps to coach your people to the next level and help them become effective participants in firm growth, development and change.  See sessions descriptions below.

Four Mastery Classes

To ensure application of lessons learned, the Upstream team will facilitate four one-hour small group mastery classes for participants. Each mastery class will focus on key coaching topics form the training sessions, takeaways, and real-world coaching scenarios

Customized webpage

To help ensure your participants can quickly find the information they need, we will create a customized webpage to house the launch webinars and on-demand training sessions. 


On-demand Sessions

Each hour-long session focuses on an essential coaching principle and provides actionable steps to help your coaches put insights into practice.

Create a Path for Continual Growth
It’s difficult to get anywhere if you’d have a map. To create a fulfilling, successful and profitable career for the firm and the individual, those you coach need a career direction and plan to reach their goals. Join us as we discuss how to help those you coach create a path for continual career success and growth.

Setting meaningful stretch goals
Moving individuals out of their comfort zones
Ensuring self-accountability
Encouraging rapid development of the right skills
Encourage Expertise
Becoming an expert is not easy, but it can provide a greater level of autonomy, control and enjoyment in your career. Join us as we discuss how to intentionally move those you coach out their comfort zones, how to help them pick areas of expertise and how to put a plan in place to develop the skills, knowledge and reputation they’ll need.

Helping an individual select a major
Creating a path to level 8 expertise
Using engagements as a learning stepping-stone
Developing skills to build confidence
Cultivate an Advisory Mindset
Many CPAs like to refer to themselves as “trusted advisors” but unfortunately, it’s not an accurate description of the role that most play. Great coaches strive to cultivate an advisory mindset in those they coach – knowing this will ensure a brighter career for the coachee. Join us as we discuss how to help those you coach become more advisory (and more valuable) to clients.

Teaching an individual to ask good questions
Showing and encouraging vulnerability
Cultivating a proactive, forward-looking approach
Providing guidance on how to help clients get better
Encourage Development of a Leader’s Voice
It’s unlikely you’ll be viewed as a leader, if you are unwilling to speak up on important firm issues. Stakeholders in the firm need to be able to actively contribute to firm discussions, offering fresh perspectives, new ideas, differing expertise and unique solutions to client issues. During this session, we’ll discuss how to help those you coach find and grow confident using their unique voice.

Encouraging individuals to find their voice
Providing guidance on how to give course corrections
Helping others become problem-solvers
Showing and teaching leadership
Provide Effective Constructive Feedback
As a professional, feedback is vital and those you coach can’t make necessary changes if they don’t know what to change. As a coach your responsibility is to both provide necessary feedback to those you coach and to help them effectively receive and benefit from that feedback. During this session we’ll discuss best practices for giving and receiving feedback.

Giving meaningful, timely feedback
Helping others accept feedback
Practicing radical candor
Embracing crucial conversations
Teach a High Yield/Low Maintenance Attitude
To help those you coach succeed, you must be able to establish healthy and high expectations. The most effective leaders are both high-yield (able to meet and exceed standards) and low-maintenance (willing to put in the work and meet expectations without reminders, excuses or special considerations). Join us for a frank discussion of how to guide those you coach toward a HYLM attitude.

Establishing expectations
Identifying and encouraging high yield/high performance<
Identifying and correcting low maintenance behaviors
Ensuring consistency
Build Business Development Skills
Defining what business development means to your firm, the profession and your coachee will play a vital role in how those you coach approach this critical skill set. Join us for a frank discussion of how to guide those you coach toward an advisory approach to business development.

Recognizing and cultivating BD strengths
Helping an individual find their business development style
Recognizing business development opportunities
Creating a proactive plan for building and growing relationships
Structure Productive Coaching Meetings
Coaching meetings are often scheduled reactively and as a result become rushed and poorly planned. Join us as we discuss why both coaches and coachees should be prepared to drive action during their coaching meetings and give updates on progress during each meeting.

Practicing effective, timely calendaring
Ensuring progress by staying out of repetition ruts
Preparing for each meeting
Building confidence through on-going development

Additional Information

Who Should Register?

The program is ideal for groups of new and experienced firm coaches passionate about making a difference for those they coach and creating a culture of giving and receiving open and honest feedback.

What is the cost?

 Up to 10 participants: $11,200 (UAN Member Firms pay $9,500)

Up to 25 participants:  $17,900 (UAN Member Firms pay $15,200)

Up to 50 participants:  $29,200 (UAN Member Firms pay $25,000)

Unconditional Guarantee

We’re confident that Coaching with Purpose will be of immeasurable value to you. Like everything we do at Upstream Academy, this program is unconditionally guaranteed to your full satisfaction. If you’re not completely satisfied, we will, at your option, either waive your fee or accept that portion of the fee that reflects your level of satisfaction.

Meet Your Instructor

Director at
Upstream Academy

Upstream Academy will recommend CPE credit based on the level of participation in this course. Prerequisite: None. Advanced preparation: None. Skill level: Overview.
Upstream Academy is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: