“There is a common misconception in leadership: that seeking support is a sign of weakness,” says Shannah Kennedy, Strategic Executive Coach, author, and keynote speaker. “In reality, the opposite is true. The most exceptional leaders I’ve worked with over the past 20 years – across boardrooms, sporting arenas and startups – have one thing in common. They are willing to do the inner work,” she explains.
In the fast-paced, high-stakes world of executive leadership, having a strategic coach is no longer a luxury. It is a performance tool. Just like elite athletes have coaches to fine-tune their edge, high-performing leaders need a thinking partner to stay grounded, focused, and accountable.
As a Master Life Coach trained through the International Coaching Academy, I’ve had the privilege of coaching more than 1,000 individuals over two decades – from CEOs to elite athletes, founders to executive assistants. I’ve also spent the past 15 years on stages, speaking to organisations about the power of soft skills – self-awareness, communication, vision, and wellbeing – as the true drivers of sustainable high performance.
And here’s the insight I want to share with Executive PAs: coaching is not just for the person in the big chair. You, the EA or PA, are the silent engine room of leadership performance. You are holding timelines, meetings, relationships, and often the emotional load. Imagine what’s possible when you, too, have a space to reset, recalibrate, and rise.
The case for coaching: clarity, confidence, capacity
Executive coaching creates a confidential space for leaders to work *on* themselves, not just in their role. At its core, it’s about mastering the inner game – aligning values with actions, creating mental clarity, managing emotional energy, and setting a strategic direction for life and leadership. Without this foundation, burnout, misalignment, and poor decision-making are inevitable.
Coaching provides:
- Clarity – around goals, direction, and identity beyond the role or title
- Confidence – in decision-making, communication, and emotional intelligence
- Capacity – to lead with focus, build resilience, and prevent burnout
According to the International Coaching Federation, 80% of people who receive coaching report increased self-confidence, and over 70% benefit from improved work performance, relationships, and communication skills. This is not a feel-good exercise. It is a high-performance strategy.
EAs: The Leadership Extension
For EAs, the demands are often invisible but immense. You are the gatekeeper, confidante, coordinator, and fixer – all rolled into one. You are across the calendar, the pressure points, and the pulse of your executive’s world. You know when something is “off” before anyone else does. And yet, where do *you* go to process, reflect, and strategise?
Coaching for EAs is a game-changer because:
- You are a leader in your own right
- You need clarity, boundaries, and confidence to support at the highest level
- You are a culture carrier, influencing the tone and tempo of the team
When an EA is empowered, calm and clear, the ripple effect touches the whole leadership team. You become not just a support, but a strategic asset.
Why now?
We are living in a time of complexity and rapid change. The post-pandemic workplace has reshaped priorities. Leaders are under pressure to do more with less, teams are seeking meaning, and well-being is no longer a footnote – it is the foundation.
Coaching is the circuit breaker. It’s where we pause the noise, remove the mask, and do the real work.
With over two decades of coaching experience, I’ve seen firsthand that transformation doesn’t start in the boardroom. It starts in the quiet moments – in the coaching room – where we breathe, reflect, and choose who we want to become.
Whether you are a CEO, a team leader, or a high-functioning EA, the principle is the same: high performance is an ‘inside job’.
What to look for in a coach
Not all coaching is created equal. Look for someone who:
- Has real-world experience working with leaders under pressure
- Balances performance with wellbeing
- Knows how to create a calm, confidential space for real transformation
- Is values-driven, practical, and deeply invested in your success
- Has formal qualifications as a coach
A great coach is not there to fix you – but to elevate you.
Canberra: continuing the conversation
As I prepare to visit Canberra and connect with leaders across industries, this message remains front and centre: when we take care of the ‘inner game’, everything else flows. Leadership clarity, team engagement, decision-making, and well-being all rise when the leader (and their team) are clear, calm, and committed to growth.
Coaching is not indulgent. It is intelligent. It’s how we future-proof performance, elevate our potential, and lead with purpose.
And it’s available to you – whether you are leading from the front, or leading from the side.
Shannah Kennedy is a Master Coach (ICA), keynote speaker, author and breathwork facilitator.
