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Anne Anttonen - Why not focus on succeeding?


Did you find a career you love from the first try? Or did you have to go through multiple jobs and industries to get to where you are? This week's Coach in the Spotlight, Anne Anttonen, changed her career 7 times before discovering coaching.

Now she’s committed to helping others in their career changes so they can discover their purpose and passion early on. Read Anne’s inspiring journey below! 

What inspired you to enrol with The Coaching Academy?

I had been thinking about my next career move for some time when I came across the free two-day Foundation course in Life Coaching in Central London and signed up right away. Perfect timing! 
When I was listening to Sarah Urquhart on what coaching was: “Helping people to find what they really want and becoming more self-aware in the process.”  
It resonated with me. I had struggled to find my purposeful career for years and understood that the right answers were within me, not outside, but have to be discovered…a Coach could be that facilitator in digging out the answers! That was a light bulb moment for me: I want to help other people to find what they wanted, find their purpose in the fastest possible way; limiting the time of frustration and despair it takes to figure this out on your own as I had endured. 

What was/is your profession before becoming a coach?

I have a long career in international business development which took me around the world, living and working in 6 different countries, and meeting lots of culturally diverse people. Most recently I worked with an avant-garde luxury shoe brand called FINSK as Commercial Director, taking the brand to the most influential fashion weeks, most notably to Paris Couture FW in 2015-16 in collaboration with Iris Van Herpen, the leading avant-garde fashion designer worldwide.

What was the most rewarding part of your training/journey?

I had a very pragmatic approach to my PPD-studies, typical DC (DISC-profile)! I had mapped out a plan to qualify in 12 months from the start. There was some flexibility in my goal setting but I did keep the schedule and received my PPD diploma 12 months after I had started in September 2019.
I enjoyed the learning of all aspects of course: GROW, Empowerment, DISC -accelerator days but most impactful was working on Values and Beliefs. I had to learn to reflect on my life events to find my driving values and uncover some Limiting Beliefs. Meeting with other students during Accelerator days was inspirational, and I made some friends there. 
The hardest part of my journey was the Assessments, and the most rewarding moment was when I had completed the last one of 5 Assessments! 

How did you fit coach training into your busy life?

I took time off and studied “full time” with the intention to dive in and learn “effectively”. My 12 -month plan turned out to be useful giving me structure and small goals along the way keeping me focused. I incorporated several improvements in my life during the year based on the information I acquired during the training. It was an enjoyable year of self-discovery and learning.

Where are you now? How are you using your coaching skills?

I have set up my own coaching business, Coach Chi, and  I'm working on building my client base through my networks, LinkedIn and the local community. 
Coaching mindset has become a second nature to me in everyday life.  

What is your coaching niche and why did you choose it?

Initially, I am focusing on Business performance of culturally diverse companies and Career transformation, based on my experiences in corporate and entrepreneurial life. People are companies’ most important resource! Creating an inspiring and engaging working environment is an imperative choice for firms that want to excel. As a coach, I can help businesses achieving this by introducing DISC -profiling and coaching to improve communication across the organisation and ultimately improving performance.  
I have changed my career 7 times hence as a Career transformation coach I can relate to women who are looking for a new direction but don’t know what that necessarily is. Being a sounding board through the process of change is a meaningful role as well.

What are your top tips for:
People who are looking to become qualified as a professional coach?

Do your research so you know what’s going on in the coaching industry and position yourself the way that reflects you and your niche in the most authentic way.
Take part of TCA two-day Foundation course and get a realistic picture of what coaching is. Is it for you?

Those currently in training with TCA?

Enjoy the journey! Follow TCA guidelines on how to proceed with various aspects of the PPD-course. I didn’t do that and found some challenges on the way. This information is “hidden” in one of the first pages of the folder. Book your 1st Assessment early, after 6-7 coaching sessions to maximise the learning from the feedback. 


If you're interested in finding out more about coaching, just like Anne did, start by joining us in our interactive live webinar. Choose from available dates here.