Success in Schools and Coaching

What defines success for a school? Is it the same as for any other business? Even when considering the private sector, the main aim of schools is to educate pupils and not to increase profits. One question to ask is if the can they do this more easily if they have a coaching culture?  

Financial health is one factor contributing to success of businesses including schools. Private schools are struggling to survive and state schools sometimes struggle to provide resources However, financial health is not the only factor contributing to schools’ success in educating pupils. A truly successful business balances financial health, customer satisfaction, operational efficiency, and long-term sustainability. Just as a pupil’s success in school isn’t determined solely by exam marks but also by participation, creativity, and personal growth, a school must excel in multiple areas beyond financial health to achieve long-term success. Can they do this more easily if they have a coaching culture?  

It is not enough for a school or an business to only consider their finances when aiming for success and survival. Trout, author of Positioning of the Mind, wrote on how the trick to surviving ‘is not to stare at the balance sheet but simply to know where you must go to find success in a market.’ He writes to encourage readers to put their mind in ‘the mud of the marketplace’. To be successful as a company is to improve and survive and to keep increasing value in multiple areas, including innovation, customer satisfaction, employee well-being, and societal impact. A truly successful company balances financial growth with long-term sustainability and ethical responsibility.  

Trout’s comments aligned with those of Peter Drucker in Trout’s 2006 article for Forbes. He quotes Drucker and how ‘because the purpose of business is to create a customer, the business enterprise has two, and only two, basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.’ 

Success in business, therefore, is not solely measured by financial gains but by the ability to create lasting value. A company that continuously adapts, meets customer needs, considers employee wellbeing, and innovates while maintaining ethical and sustainable practices, is one that will thrive in the long run. The same applies to schools and how they can create lasting value. 

Coaching can help lead a school to success, as coaching is about growth and development. A coaching culture of openness to feedback, and motivation for continuous improvement helps schools be flexible and adapt to their evolving customer needs. In the same way a coaching approach can also help pupils strive for excellence in and out of the classroom. A coaching approach to professional development can also support staff.

By fostering a coaching culture, schools can create an environment where both staff and students are empowered to grow, adapt, and succeed—not just academically or financially, but as a thriving community committed to continuous improvement and long-term impact. 

Trout, J. (2006) Peter Drucker on Marketing. Available from Peter Drucker On Marketing Accessed 25/02/2025