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Interview with Lemmie Maloiy, Nairobi-based Life Coach
Date Published: Thursday February 25, 2010
Lemmie Maloiy is a Nairobi based certified business coach. Lemmie spend over 8 years in the corporate world where he worked for two fortune 500 companies in different roles including customer service and account management. During this period, Lemmie experienced some tragic events in his personal and business life. It was after these experiences that he decided to move on and open his own practice to help professionals and business owners who are looking for fulfillment, yet they don't know where to turn to find it. We interviewed Lemmie to find out exactly what a business coach is and how professionals and entrepreneurs can learn to find fulfillment when the odds are stacked against them.
As an introduction, please tell us a little bit about your background?
I was born in Nairobi, went to St Mary's from Standard 1 to A levels. After A-Levels I worked for a while as a trainee accountant and store manager, then went to Australia to Study Finance and Economics at Murdoch University. During my University days, I worked in almost 5 different factories, producing milk, juice, wood products, chicken, and I learnt the art of efficiency and systemization. I joined the corporate world, worked for two fortune 500 companies, a software dev company. I managed to perform various roles, from customer service to account management over 8 years. My time in the corporate world was full of controversy and learning.
How did you get into business coaching?
I was looking for something fulfilling, something that I could enjoy doing no matter what. I was also quite sure that I had learned all I could from working in the corporate world. I had this yearning to do more and so in that time I explored a few different ideas, I even saw an astrologer. Meanwhile I took up basketball coaching through which I started to realize how much I liked it and how natural it came to me.
I then decided to enlist a career coach who talked me through all the things in my life that I enjoyed and also found easy to do. The things I was "a natural at doing" like Basketball, training, teaching and listening all seemed to stand out. After a year, I did financial planning which I found was well aligned with teaching, listening, advising and helping others.
During all this exploration, several events happened in my life; my boss at the time was diagnosed with a brain tumor quite suddenly. A very successful man at what he did, he had grown a business from just one client to the top 5 financial planning companies in Australia and Asia and suddenly he had 8 months to live; My own brother was also taken ill, and; I won a couple of gold medals coaching basketball. Those events really triggered me to think that I MUST make the most of what I have. And I started to actively pursue "A Purpose Driven Life". Business coaching came about and I took a massive leap of faith.
What is Business Coaching and who is a business coach?
A business coach is a mentor, someone who helps you achieve your full potential. Think of a sports coach, but for businesses.
What are some of the areas a business coach focuses on?
There are many areas that they can specialize in or tackle. But the minute a coach is engaged by the client, the very first thing they look at is Goal Setting as we cannot know where to take a business if we do not know where its future lies. We also look at the numbers as this is the fundamental of all businesses, knowing the numbers. Cashflow, Profits and Expenses. From there we can then move on to the other aspects of the business including marketing, branding, advertising, customer relation and so on.
Who is the typical client for a Business Coach - An already existing business or a start-up?
The way I have set up my business systems and products, I can coach any business and or client. Because I have worked in factories learning about the low end of employment and also worked in the top corporate companies, I am able to relate my experiences to all sorts of clients. I have also been coaching for 5 years so over time I have coached many different businesses, from Cake shops to Steel manufacturers. CEO's to Mum and Dad business owners.
If am past that start-up phase of my business and have begun that long stretch of the business growth and need to figure out how to win this race. Is coaching for me or not, how do I make that assessment?
First, everyone needs a coach. We all get some form of coaching on a daily basis, it's just not formally recognized as coaching. Our friends, family, the business owner next door, the CEO we like to hang out with because he seems to know how to make us think, that's all some form of coaching. Getting a professional to do it though is eliminating the hit and miss factor. It's getting to the point faster. It's also about letting someone else into the secret world that you live in so that you can get real help. We all tell people mostly what they want to hear, but having a coach allows you to express your thoughts without the need to embellish. So everyone needs a coach, we just don't know it.
So what are some of the things that I will gain if I worked with the business coach?
The number one thing a coach provides is accountability. We all mostly know what to do, we just don't do it often enough, with a coach someone is holding you accountable.
How can a business person select a coach, how do you know if a coach is right for you? Is there a criterion for selecting a good coach for one's business?
The main things are you must be able to work together and also have an element of respect.
How does a coach determine whether someone is coachable? Is coaching for some and not for others?
The first thing I often do is check your level of coach-ability. Not everyone is coachable. I am not a consultant, I am a coach. Coaching is not about fixing peoples problems or being an endless supply of wonderful ideas. A coach is there to teach you how to fish. If I teach you how to fish, I have taught you a skill that you can use to survive forever. That is my passion, helping people fulfill their potential. I often decline to coach people who are not coachable because in the end they are not looking for coaching, they want consulting.
Is it possible to work with a coach on a test basis - say a session or two - and do it before you have a financial obligation?
Generally speaking I am not sure, but in my business I offer a free one hour session.
How long does one need to engage a business coach before they start seeing results?
This is a common question. It really depends what the outcome they want is. If a business is looking for a better structure, their needs will be different to a start up. So whatever strategies are put in place will have implementation time and the results will come over time. I always recommend to my clients that they get the coaching for more than 6 months to start to see results.
Business coaching is such a huge trend today, at least in the Western/developed world. How do you find the local market response?
The response from those who have had my services is always extremely positive. It is a growing trend and over time, with a lot more understanding of its value, there will be a big surge in demand. The nature of the population is also changing with a lot of diaspora coming back to open their own businesses, and also the new age entrepreneur, the 20 - 35 year old's, who want success and understand that it cannot be done alone is growing.
What are some of the programs you are currently running?
Along with 1 on 1 mentoring of business owners, I also run a Profit Club which is a meeting of minds where we discuss our businesses and also help each other through sharing ideas, referring business and networking. I also give business improvement tips that are relevant to our current economic cycle. It's designed for fun enthusiastic business owners who are not quite able to share their enthusiasm with their friends and or family. Business can be a lonely place. We meet twice a month at SLIMS Restaurant on Wednesday mornings.
I am also starting a Group Coaching program which runs for 14 weeks. In the 14 weeks, there will be 7 session (so fortnightly) and each session is designed to cover Business Finances, Success mindsets and Goals, Time management, Marketing, Sales, Team Building and Leadership. The program is designed to change the way you do business in 14 weeks. It's ideal for start ups and those who feel like they need a little bit more knowledge to boost what they already have.
What is in the pipeline for Lemmie Maloiy business coaching?
Big things are on the way. This year is about growth for ActionCOACH and for the developing of the brand.
What is a typical coaching session for you?
A typical 1 on 1 mentoring coaching session is as follows.
General discussion of the week, recap of the tasks and activities that were to be done in that past week. A look at this week, whats coming up. Strategy and implementation section where I coach on a specific part of business, and then we review what needs to be done this week and then its time to get into ACTION. We also talk about any books or CD's that I may have recommended for reading to improve knowledge in a certain area. A typical session lasts an hour and is FULL of information, inspiration and positive energy.
Where would you like to see your business coaching in 5 - 10 years down the road?
Am looking at having a brand that is synonymous with GOOD QUALITY BUSINESS COACHING. My ultimate vision is to leave a business that survives long after I am gone. A legacy. One of the first few books my coach told me to read was Good to Great and Built to last. The idea of having a business that my grand-kids can be proud of appeals to me significantly. I also want to be able to make Kenya and specifically the SME sector prosper for it is the key to economic growth. I always tell my clients that if they are able to employ 1000+ people eventually in their businesses, THEY will CHANGE everything about Kenya. They will be changing the standards of living and impacting 1000 people PLUS their dependants. That is the way to change our economy, so take responsibility for your part and grow your business.
How much of what you preach do you do?
Early on in coaching, I was taught a word.
"CONGRUENCY". Once I understood that word I have lived my coaching. Congruency means. Agreement, harmony, conformity
And for me to be successful I must be in harmony with what I coach. It actually made my coaching easier after I became congruent. I have done it before, so when a client asks me about something, I am able to answer because I am familiar with how they are feeling.
Do you as a coach have a coach or a mentor? WHY?
I do have a coach, in fact multiple coaches. As I mentioned earlier, we ALL need one. For me I am blessed to have access to 1200+ coaches worldwide who are familiar with the ActionCOACH brand and are doing similar things. I am part of their forum and I also attend a weekly online session with them. I also have a one on one coach based in SA who we communicate with via Skype Video calls.
Sometimes, business people might look at coaching as magic formula that is going to overnight make things better? In your coaching experience, have you seen this? What is your advice for such individuals?
Consulting vs coaching. Coaching is long term and it's about empowering you to make the best decisions at any given time and situation. There is no magic formula. Our culture is one of quick easy money and fixes. If you want to make a truly world class business and get truly awesome results, then take the time to achieve them. Patience pays.
Any free advice to those who can't afford your services yet need them and those who can afford yet haven't reached that realization yet?
I live an abundant lifestyle, and am always giving away advice and my thoughts. I hold a free seminar once a month in my office, all I need is for people to register by sending an email to lemmiemaloiy@actioncoach.com or call me on 0715 429 650 or my office on 020 2715429, I will then let you know when the next available seminar space is available and you will get an hour of free coaching. Ask and you shall receive.
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