Coaching is, at its core, a deeply human endeavor. It’s a skill that requires empathy, curiosity, and an ability to connect with others on a personal level. Effective coaching demands patience, insight, and adaptability, making it a uniquely human process. Yet, as artificial intelligence (AI) tools like Copilot and ChatGPT become increasingly advanced and widely used, the potential to integrate AI into the coaching process is becoming more apparent. Rather than viewing AI as a replacement for human coaches, we see it as a complement—a tool to augment the learning experience and extend the reach of coaching. Our approach, inspired by our company’s founder Dr. Peter Jensen, is rooted in the idea of AI as “the coach’s coach.” Instead of attempting to replicate the nuanced human interactions of coaching, we’re leveraging AI to sustain learning and assist leaders as they progress toward coaching mastery. AI becomes a tool that helps leaders get comfortable with coaching and sharpens their skills, rather than replacing the critical role of a human coach.

Drawing inspiration from “The Coach’s Coach”

Dr. Peter Jensen has been known for decades as “the coach’s coach.” Over 35 years, his focus has been on empowering coaches rather than stepping into their shoes. He works to help them improve their craft and support their teams more effectively, offering guidance, insights, and tools to help them reach their potential. His role isn’t to be the head coach, but instead to act as a mentor and resource for those who are. This philosophy guided us as we considered the potential of AI in leadership and coaching development. What if every leader had access to an AI-powered coach in their pocket—one they could turn to for advice, guidance, and practice whenever they needed it? This vision drives our integration of AI as a tool that complements and supports, rather than competes with, human coaches.

Understanding AI’s role in the learning curve

The learning curve is a familiar concept in skill development. It illustrates how people acquire new skills over time, beginning with an initial uncomfortable phase of struggle and slow gains, progressing through steady improvement, and then hitting the final grueling ascent to achieve true mastery. AI’s role is most valuable in the intermediate stages, where learners have built a foundation and consistent practice and support can help them to make big leaps up the curve.

High touch to learn

At the beginning of the learning curve, learners are stepping into unfamiliar territory, and progress can be slow and frustrating. At this stage, motivation, encouragement, and a safe environment to make mistakes are critical. This is where the presence of a human coach is indispensable. Human interaction provides the emotional support and expert guidance that learners need to build confidence and take those first steps.
“The goal of this high-touch phase is to equip learners with a solid foundation and prepare them to apply their new skills independently.”
For example, in our 3×4 Coaching program, leaders regularly report discomfort with delivering corrective feedback and therefore delay or outright avoid it. In the classroom, we are able to set them up in pods with their peers and, through a triad exercise, show that giving “negative” feedback can be a positive, developmental experience. With the encouragement (and accountability) of their peers, participants take the first steps up the learning curve and start to build confidence. This is not much different than learning to ride a bicycle. Initially, the learner needs someone to hold the bike steady, provide feedback, and offer reassurance. This hands-on support is essential for achieving balance and overcoming the fear of falling. Similarly, in leadership development, learners benefit greatly from in-person workshops or coaching sessions where they can practice new skills, ask questions, and receive real-time feedback. The goal of this high-touch phase is to equip learners with a solid foundation and prepare them to apply their new skills independently.

High tech to transfer

As learners move past the initial hurdles, they enter the middle phase of the learning curve. This is the growth phase, where they’ve gained a basic understanding but need consistent practice to refine their skills and build confidence. At this stage, AI can play a crucial role in supporting learners’ development. AI tools excel at providing scalable, consistent support during this phase. They can simulate real-world scenarios, offer constructive feedback, and serve as a resource for learners to practice and refine their skills. Our pilot programs have confirmed the value of this approach. Leaders who have used our AI tools report that these tools help them apply what they’ve learned in their training programs. For example, our AI tools have been instrumental in helping leaders simulate coaching conversations, deliver feedback effectively, and prepare for performance reviews. By practicing in a non-judgemental, low-stakes environment, they gain confidence and improve their skills before applying them in real-world situations.

AI as sustainment

AI is particularly effective at supporting sustainment. To understand this, it’s helpful to distinguish between two types of motivation in the learning process: the motivation to learn and the motivation to transfer.
“People are motivated to learn when they encounter new ideas, engaging experiences, or compelling stories.”
The motivation to learn is rooted in intellectual curiosity. People are motivated to learn when they encounter new ideas, engaging experiences, or compelling stories. This type of motivation often requires a human touch—someone who can inspire and captivate learners, sparking their interest in the subject matter. These are areas where human coaches excel. They can create dynamic, interactive learning experiences that draw learners in and motivate them to engage with new concepts. The motivation to transfer, on the other hand, is about applying what has been learned in a real-world context. This requires an environment where learners feel supported and confident in their ability to succeed. Motivation to transfer comes from having access to resources, someone to turn to for advice, and a sense of accountability. These are areas where AI shines. By providing tools and guidance for application, AI helps learners bridge the gap between theory and practice. AI can simulate coaching conversations, offer tailored feedback, and provide reminders to keep learners accountable to their goals. It creates an environment where learners can experiment, refine their skills, and build confidence in their abilities—all while supporting their long-term growth.

The future of coaching

The integration of AI into coaching enhances rather than replaces the role of human coaches. While human coaches inspire curiosity, build foundational skills, and connect on a personal level, AI excels at providing scalable, consistent support during the critical growth phase of skill development. This complementary relationship allows learners to benefit from both personalized guidance and accessible tools for practice and refinement. By blending the strengths of human connection and technological capability, we create a sustainable, accessible coaching model. Human coaches can focus on motivation and expertise, while AI supports learners in applying and mastering new skills. This balanced approach ensures coaching remains effective and widely available, fostering a culture where both learners and coaches thrive in an evolving landscape. What could you achieve if every leader in your organization had a coach in their pocket – one they could access at any time to craft the perfect piece of feedback, prepare for a difficult coaching conversation, or get personalized advice for coaching their team? “PJ” is our AI coaching companion that helps leaders apply their coaching skills by offering customized support whenever needed. Developed in partnership with The Modern Office Company, this intuitive and friendly chat bot is the latest advancement in sustainment for our flagship 3×4 Coaching program.

What is PJ?

We’re calling PJ The Coach’s Coach. It’s a tool designed to help leaders work through coaching challenges and get advice on applying the 3×4 Coaching model, our framework of 3 plays and 4 skills that exceptional coaches use to deliver results and build commitment. At its heart, PJ is an AI chat bot developed by Third Factor and The Modern Office Company. With a license, you can ask PJ questions and discuss just about anything related to coaching. PJ has been trained in the 3×4 Coaching model and can help you use questions, listening, feedback and confronting to build clarity, improve competence or give recognition. What really excites us is that PJ is a true coach. Unlike other chat bots that jump straight into giving advice, PJ first listens to understand and asks clarifying questions to get to the heart of every issue. A conversation with PJ flows like a conversation with a real coach – acknowledging the very real challenges of leadership, building clarity about what’s really going on, and generating practical strategies for applying the coaching skills.

What can PJ help with?

PJ is designed to help with just about any coaching challenge. Whether you need help building clarity around an issue, delivering difficult feedback, or finding the right way to recognize a team member’s efforts, PJ is there to help. Here is a list of sample prompts you might give PJ across a variety of categories:

Work through challenges

Prepare for a Conversation

Enhance skills

Generate ideas

Coach in different contexts

Deepen coaching knowledge

See PJ in action

PJ is trained to coach you through problems rather than just giving answers. After you explain what you need, PJ will ask clarifying questions to understand the nature of the coaching challenge. It will then help you discover how to apply the coaching plays and skills to address the issue and help you create a detailed action plan. Here’s a real conversation with PJ about a team member’s punctuality to give you an idea of just what PJ can do.

How do I get access to PJ?

PJ is currently in a closed Beta and not available to the general public. If you want to try PJ and give us feedback on how to improve, send us an email explaining your coaching challenge and why you think PJ could help.

Hybrid work can be a great model for people who are established in their careers, but it presents unique challenges for those just starting out. Early career employees don’t have the same opportunities to observe the workplace culture and leaders often struggle to provide frequent, specific feedback when not working in the same physical space.

So how will we lead this generation just entering the workforce, for whom “hybrid work” is not even a relevant term because it is the only style of work they know? Effective coaching needs to be part of the DNA of how we lead people now. In practical terms, it involves making the culture visible, creating opportunities to observe performance, and establishing systems to bridge the gap between in-person and remote work in a way that builds trusting relationships.

Make the culture visible

George Bernard Shaw famously noted “the single biggest problem in communication is the illusion that it has occurred.” Early in our careers, workplace culture and the nuances of professional life were communicated to us mostly by simply being in the office. We saw how people interacted outside of meetings and we overheard the words they used with their leaders. Through observation we formed images in our minds that we could then emulate.

It is easy to expect that employees entering the workforce today will similarly absorb these indirect messages. But with fewer opportunities to observe how things work, early career employees are left to make many assumptions about how to successfully navigate a new organization. Compound this with the tremendous ambiguity that remains around so many aspects of hybrid work, and you are likely to run into issues.

One of the greatest coaches we worked with, Jack Donohue, spoke of the need to build sharp clarity before we can offer effective feedback. People cannot do things that they cannot imagine. We need to break down vague concepts such as “flexible work,” “professionalism,” and “remote collaboration” into specific behaviours that people can see in their mind. Perhaps on your team “flexible work” really means that all team members are online and available between the hours of 10am and 3pm, their MS Teams status is always kept up to date, and the entire team is together in the office between 9am and 5pm on Wednesdays. Drilling down to this level of specificity is necessary to build the clarity that will enable early career employees to succeed.

Create opportunities to observe performance

When I was on my first project as a new management consultant, I was tasked with completing the analysis of a large data set. It was a steep learning curve, but I was eager to prove myself. I would continually tell my manager that everything was going well when I was actually working late nights scouring the internet to troubleshoot Excel errors.

My manager eventually called a time-out when she glanced over my shoulder and found me manually moving data around a spreadsheet. While she commended my eagerness to learn, she also pointed out the people sitting beside me who could teach me a much faster approach. “Might it be better to ask one of them for help and then you will know how to do it too?” she asked. A wild idea, I know.

In a hybrid world, we must intentionally create opportunities to observe performance.

It is never easy to teach early career employees everything they need to know in their first job. But it is even more complicated when we do not have opportunities to glance over their shoulder and directly observe their work. In a hybrid world, we must intentionally create these opportunities to observe performance. Working alongside new employees on early projects and joining them in as many meetings as possible is critical to see them in action and identify behaviours to reinforce or adjust.

A leader in one of our coaching workshops liked to regularly use screen sharing capabilities. This allowed her to see the steps that her team member was following and quickly identify process steps that she wanted to either reinforce or adjust. By sharing her own screen, she normalized the practice so that her team was comfortable with the approach. It also made her own work more visible and surfaced process steps that had become so automatic for her that she wouldn’t have otherwise thought to teach them.

When it is not possible to see the person in action, questions are a valuable tool to gain insight into their thinking. One leader we worked with likes to use questions such as “how would you approach this task” or “can you walk me through your thinking” so that he can offer adjustments or additional information before getting started on the task. During regular check-ins, questions such as “what are you most proud of this week” or “what would you like some feedback on” can provide jumping off points to understand how the person is working. The key is to continue asking questions and actively listening until you get below the surface-level responses and uncover specific behaviours to reinforce or adjust through feedback.

Build systems to bridge the gaps

Our Principal Trainer, Garry Watanabe, says issues with early career employees also often arise because they do not yet have mental maps for how things get done in the organization. In the office, getting quick answers is as easy as asking someone who does not look too busy. But when everyone is remote, it is impossible to see who might be warm for an interruption.

Garry suggests pairing early career employees with a peer-level buddy or more experienced mentor who they can go to for help. Providing a dedicated resource empowers them to find the answers they need and removes some of the barriers to seeking help. It also offers a safe way to ask for quick feedback and build confidence, all while freeing up your time together for more meaningful interactions.

Connecting early career employees with other team members in this way provides the added benefit of building relationships across the team, which is the ultimate system for bridging the gaps between in-person and remote work.

Start your people on a path to success

There is no doubt that leading early career employees in a hybrid world introduces new complexities and challenges. But by making the informal aspects of work more explicit, creating opportunities to observe performance, and building systems to bridge the gap, leading in this environment can be just as effective and fulfilling for both leaders and employees.

Imagination, belief and energy are precious resources that need to be carefully nurtured when high performance is the goal. At the same time, saddling someone with an unattainable target because you don’t want to dampen their enthusiasm risks a catastrophic failure that can destroy self-confidence and trust in the coach. An ambitious but naïve performer setting an unrealistic goal for themselves is commonplace: a direct report applies for a role where they are unlikely to be the successful candidate; an individual you coach sets a performance target for themselves based on their best year ever when headwinds are coming on strong; or your team is running a pilot project that’s very unlikely to get the green light to proceed. How can you communicate belief in the performer, while at the same time protecting them from experiencing what could be a devastating setback?

A moment of insight

One such moment for me happened over 20 years ago when I was working as a swimming coach in Thousand Oaks, California. I was coaching an adult swimming group – or as we called them, “Masters Swimmers” – to prepare them for the first competition of the summer. Masters swimming competitions are interesting events: the beer tent opening is as big a deal as the performances in the pool. But, make no mistake, the performances matter to the athletes.
“I immediately realized I had made a mistake”
I was doing some goal-setting work with an athlete who had recently taken up the sport and asked her what she thought would be a good goal time for her 100-meter freestyle. Her answer was completely unrealistic, so I suggested a much more attainable goal. The smile vanished from her face, her shoulders slumped, and I immediately realized I had made a mistake. In my well-intentioned effort to save this performer from disappointment, I had limited what she could imagine for herself, communicated a lack of belief in her capabilities and cut off a key source of energy.

Don’t fear negative emotion

In that moment, my gut reaction was to spare this person from setting herself up for failure. What I’ve learned is exceptional coaches know that negative emotion is an inherent part of the journey of growth and development. Progress isn’t linear. When people are testing their limits and doing things that they’ve never done before they will experience setbacks from time to time. And when those setbacks occur, they will experience negative emotions such as frustration or disappointment. But people can survive frustration and disappointment. On the other hand, if you encourage them to set safe goals that you know they will achieve, you limit the powerful “pull forward” that comes with imagining what might be possible.

Frame a range of outcomes

While negative emotion is a powerful tool, the coach still needs to prevent a devastating failure. Where I suggested a new goal in place of the one my swimmer had set, I could have included it in a range of possible outcomes that framed a realistic performance as a level of success. In practice, this looks like a series of goals that includes the most ideal outcome and also a few other outcomes that are more realistic and attainable. Framing targets in this manner helps performers to dream about what might be possible while at the same time preparing them for when the ideal outcome does not occur. This approach is also a useful way to help a perfectionist objectively assess their performances.
“Perfectionists often evaluate any imperfect performance as failure”
Perfectionists often evaluate any imperfect performance as failure. By working with the performer to set a range of target outcomes in advance, the coach is then in a position to help them evaluate their performance against objective criteria. This often results in the perfectionist being forced to admit that their “failure” was in fact a “good performance” or at worst “one they can live with.”

Blend empathy and accountability

If the performer doesn’t achieve their ideal outcome, help them harness the negative emotion and use it to fuel growth rather than rushing in to try to make them feel better. Do this by first allowing them to sit with the emotion of the moment. Be there to help them process the experience by providing a listening ear. And then, when the performer seems ready, ask them for their thoughts on how to move forward. And then work with them to create a plan to increase the likelihood of an improved result next time.

Re-writing history

If I could go back in time and revisit that moment on the pool deck when that athlete suggested an unrealistic goal, what would I do? I would have accepted that negative emotion is a natural part of the growth process. And rather than trying to shield them from the possibility of failure, I would have allowed them to dream about what might be possible. I would have helped them set a range of goals. And if they failed to achieve their ideal outcome, I would have helped them process the disappointment and then channel that energy into the process of getting better. Of course it was that moment of less than stellar coaching, and the resulting disappointment I felt with myself, that ultimately helped me find a better way forward.

The Meta-Skilled Organization: Building the Capability to Evolve

Skills allow us to execute. Meta-skills like empathy, resilience, creativity, and self-awareness allow us to evolve. As organizations and industries face increasingly rapid change and disruption, in which job descriptions are fluid and agility is essential, these meta-skills are increasingly at the heart of sustained success. The ability to adapt is what makes us future-proof, and what separates individuals and teams that endure from those who are replaced. In this webinar, Third Factor CEO and author of The Power of Pressure, Dane Jensen, will illustrate how the capability to evolve can be broken down into six core meta-skills and outline practical skills and strategies you can use to cultivate your own ability to adapt. You’ll gain new insights into what’s really required for future-proofing yourself and your organization, and discover six core meta-skills across three categories that foster personal evolution. You should attend if:
  • You want to build your team or organization’s resilience to rapid change
  • You’re responsible for change management at a project or organizational level
  • You’re charged with building competencies of adaptability, flexibility, innovation, or problem solving
  • You want to build your own capability to adapt to an uncertain future

The Meta-Skilled Organization


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About the presenter: Dane Jensen is the CEO of Third Factor, the author of The Power of Pressure: Why Pressure Isn’t The Problem, It’s The Solution, an acclaimed speaker, an instructor at Queen’s University and the University of North Carolina, and a regular contributor to Harvard Business Review.

Prior to now, hybrid working environments have never existed on a wide-scale basis. With few proven best practices to rely on, you need to work together with your team to create a new playbook for how to get the best out of the team and its individual members.

By necessity, this involves a lot of experimentation. To capture the lessons from these experiments, it will be essential that your people are willing to ask questions to gain clarity, share ideas on how to do things differently, and voice concerns when things aren’t on track. And this can only happen if your team members believe they are safe to do so.

Unfortunately, biology is not on your side. By default, people want to avoid looking ineffective or incapable to their leader. To foster psychological safety on your team, it’s not enough to encourage your people to speak up. You need to consistently demonstrate that it’s expected, appreciated, and rewarded.

Level the playing field

Like it or not, your people are hard-wired to view you as a threat. The amygdala, sometimes referred to as our “lizard brain,” is constantly scanning the environment for threats – and, according to Your Brain at Work author, Dr. David Rock, social threats like an imbalance of power are no exception. As much as you tell your people they can be honest with you, the amygdala will override the logical part of the brain until it has witnessed a pattern of behaviour consistently enough to convince it you’re not a threat.

“Telling people to speak their mind won’t yield any results if they haven’t seen a predictable pattern of behaviour from you that it’s safe to do so.”

In other words, telling people to speak their mind won’t yield any results if they haven’t seen a predictable pattern of behaviour from you that it’s safe to do so. You have to show them, over and over again, that the only thing that will result is a better work environment.

To sow the seeds of psychological safety, you need to set clear expectations with your team, ask for specific input on a regular basis, and practice responding positively – even when you don’t like what you hear, the timing is bad or the input is delivered in a way that triggers you.

Change the frame

People are unlikely to speak their mind when given a vague invitation for feedback. Consider the response you get when you ask someone “How are you?” Most of the time the reply is some version of “Busy but good.” or “Could be worse.”

Change the frame by explicitly stating that as the team adapts to a hybrid model, there will be much to learn and it is critical that everyone shares what is going on from their point of view. Emphasize that for the team to be successful, people need to speak up. Be clear that the expectation is that people will share ideas, ask questions, voice concerns, and admit mistakes.

“Be clear that the expectation is that people will share ideas, ask questions, challenge consensus, and admit mistakes.”

Walk the talk

After framing the expectation, reinforce it by consistently asking people for input. Instead of asking “any questions?”, which tends to garner nodding heads and silence, ask a variety of specific questions to surface where people are at.

Recognize the effort and impact

When people do voice their opinion, reinforce that behaviour by specifically describing what they’ve done right, illustrating the behaviour’s positive impact, and expressing appreciation for the effort. When it’s warranted, be sure to acknowledge the emotional component as well.

Manage your outside voice

In some cases, encouraging this behaviour might be difficult. Suppose that you are just wrapping up a planning meeting at one of your in-person days in the office when Janelle excitedly suggests a new approach. Aside from the terrible timing, the idea itself raises huge red flags for you.

Internally you might be thinking “going that route would be a complete disaster!” But if your inside voice becomes your outside voice, you’ve just made the environment a little less safe for people to provide input.

To help you convey that input is welcome, even in moments when you’ve been triggered, a simple 3 step process can help.

  1. Pause: take a moment to breathe and ask yourself what the moment needs from you.
  2. Acknowledge: a simple thanks is often enough.
  3. Respond: in most cases you will need to get more clarity, provid clarity, or delay the matter and revisit later.

They’ll believe it when they see it

When people feel safe to share ideas, voice concerns, admit mistakes and ask questions, you have better access to the information you need to keep your team on a path to high performance. Foster psychological safety on your team by framing input as essential to success, asking for the input you need, and recognizing your people for doing the right thing.

Learn skills for leading in a hybrid world

Leaders who are able to leverage the advantages and mitigate the challenges of hybrid work will build high-performing teams at a time when engagement and commitment are at risk.

Learn practical skills for leading hybrid teams in our program, Leading in a Hybrid World.

How Leaders Enable High-Performing Hybrid Teams

The transition to a hybrid work model is replete with hazard and risk: Can our people adapt to yet another major change in the way we do business? It also presents a unique opportunity to create new systems that work for companies and people – a culture of high performance in which people are truly committed. To capitalize on this opportunity, organizations need leaders who are motivated by a compelling vision of what’s possible and can adapt their skills to shape their environment. In this webinar, Third Factor Principal Trainer, Garry Watanabe, will uncover the opportunity present in the transition to hybrid work and showcase how leaders can get the most from it. The session will explore the challenges and advantages of hybrid work from a leader’s perspective, present an approach for building consensus and commitment in the face of novel problems, and introduce strategies to overcome some of hybrid work’s biggest challenges. You’ll leave with an exciting vision for a high-performing hybrid culture, a clear understanding of your people leaders’ assets and challenges in a hybrid environment, and insight to how leadership competencies can be adapted for hybrid teams. You should attend if:
  • You’re responsible for maintaining employee engagement in the transition to a hybrid work environment
  • You’re responsible for developing leadership competency for a hybrid model of work
  • You’re a senior leader concerned about hybrid work’s impact on performance
  • You want new ideas and practical tools for leading your own hybrid team

How Leaders Enable High-Performing Hybrid Teams
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This event has passed, but it won’t be the last. Be the first to know about future webinars from Third Factor by entering your information below.

About the presenter: Garry Watanabe is a lawyer, an instructor at the Smith School of Business at Queen’s University, an inspirational speaker, and holds a Masters Degree in Sport Psychology. Whether he’s on the pool deck, in the classroom, or at the lectern, Garry is the consummate coach.

3×4 Coaching

As supply chain issues and staffing challenges continue to hammer organizations, there are two critical moments that determine whether people will stay committed and rise to the challenge: The crisis of engagement, when people realize their path forward is harder than they thought it would be; and the crisis of meaning, the emotional low that makes them question whether to continue. To stay committed and see the journey through, people need three things from their leader: clarity on what they’re supposed to be doing and why it matters; the skills and abilities to be confident in their job; and a sense that they’re seen and appreciated. In this webinar, Third Factor Principal Trainer, Garry Watanabe, will synthesize our 30 years of experience working with world-class coaches and reveal a simple framework to give leaders the mindset, skills and tools to keep people committed – and ultimately drive results. You’ll leave inspired with fresh ideas for addressing problems caused by the “great resignation” and other pandemic-related disruption, and a clear image of how you can use coaching at all levels of your organization to fight burnout and keep people engaged. You should attend if:
  • You’re responsible for maintaining employee engagement and retention despite serious disruption
  • You’re an L&D practitioner frustrated by other coaching programs that deliver poor results
  • You’re a senior leader looking to drive performance without sacrificing a positive culture
  • You want a new approach for getting commitment and results from the people you lead

Coaching in Critical Moments
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This event has passed, but it won’t be the last. Be the first to know about future webinars from Third Factor by entering your information below.

About the presenter: Garry Watanabe is a lawyer, an instructor at the Smith School of Business at Queen’s University, an inspirational speaker, and holds a Masters Degree in Sport Psychology. Whether he’s on the pool deck, in the classroom, or at the lectern, Garry is the consummate coach.