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Full Potential Coaching

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?

Full Potential Coaching

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 Full Potential Coaching program is designed to help you fully develop one of the most critical pillars of a high-performing firm – people. Coaches will learn and apply skills to accelerate the development of your future leaders, positively impacting retention, creating rewarding career opportunities, and improving overall firm success.

Key Elements of the Full Potential Coaching Program

Pre-Program Planning

Participants will complete a pre-program survey designed to help them identify their individual coaching hurdles, opportunities, and goals.  Upstream will provide resources to help participants create a plan to improve coaching success.


Four Two-hour virtual sessions

Participants will attend four two-hour virtual sessions (one per month).  Each session will include a mix of presentation, peer-to-peer sharing and guidance on implementation.  After each session, participants will set goals for the next month based on the session take-aways. 

Assistance assessing and improving Firm Bench

Participants will work on a strategic plan for identifying and improving firm bench strength, implementing career mapping, identifying opportunities for delegation, using strengths and mitigating weaknesses, and setting goals with coachees.

Archived webinar for Coachees

Participants will have access to an archived webinar to help those they coach understand their role in successful coaching relationships, how to receive feedback, and how to prepare for coaching meetings.

Post-Program survey assessment

To assess progress and identify next steps, participants will complete a post-program survey.  



Each two-hour virtual session focuses on essential coaching principles and provides actionable steps to help individuals put insights into practice.  Sessions start at 11am Pacific, 12am Mountain, 1pm Central or 2pm Eastern.

The Coaching Foundation and Path for Potential (Monday, September 23)
It’s difficult to get anywhere if you don’t have a map. To create a fulfilling, successful and profitable career, those you coach need career direction and plans to reach their goals – and you need a vision and plan for how to help them get there. Join us as we discuss how to help you and your coachee create paths for continual career success and growth.

• Understand coaching roles and setting expectations

• Abandon parity and build the bench

• Help coachee develop a career vision and map

Full Potential Coaching (Monday, October 28, 2024)
Effective coaches help coachees develop autonomy, control and enjoyment in their careers. Let’s discuss how to encourage coachees to find and grow confident using their unique voices – offering fresh perspectives, new ideas, differing expertise and unique solutions – how to effectively use feedback and delegation, how to pick areas of expertise and how to implement a plan to develop the skills, knowledge and reputation they’ll need.

• Give and receive open and honest feedback

• Encourage development of a leader’s voice

• Turn delegation and accountability into a win-win

Unlocking Full Potential Skills (Thursday, November 21, 2024)
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 and firm members.

• Teach a high-yield, low-maintenance attitude

• Cultivate an advisory mindset

• Build business development skills

Coaching for Potential and Not Compliance (Monday, December 16, 2024)
Coaching meetings are often scheduled reactively and as a result become rushed, poorly planned and ineffective. Join us as we discuss why both coaches and coachees should be prepared to drive action during their coaching meetings, work to play to strengths when goal-setting, and have meaningful discussions that lead to career growth.

• Structure meaningful coaching meetings

• Play to strengths and minimize weaknesses

• Effective goal-setting and leaving comfort zones

Additional Information

Who Should Register?

The program is ideal for 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. Participants should be prepared to work to master coaching skills and elevate their coaching relationships.

What is the cost?

 Up to 10 participants: $5,900 (UAN Member Firms pay $5,000)

Individual:  $1,800 (UAN Member Firms pay $1,500)

Unconditional Guarantee

We’re confident that Full Potential Coaching 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: