Coaching by values, entrepreneurship and care: A framework for reengineering an innovative and sustainable culture

In this paper we present a model of coaching by values (CBV) as an important philosophical and practical framework for leaders enabling systemic culture reengineering in today's chaotic business and economic environment. We briefly discuss the evolution of management philosophy from what we call "management by instruction" (MBI) to "management by objectives" (MBO), and on to "management by values" (MBV). Assuming rules anchored in complexity theory, we extend the logic to propose an emerging concept of coaching by values (CBV) and a set of critical tools for effectively managing a values-based and innovation-induced corporate environment. We also present Raich double loop model of change to highlight the origins and possibilities presented to a a change agent in redesigning the culture of a given firm. It describes the three essential components that an effective change agent needs in creating a sustainable culture of success: a coherent concept, a clear methodology and some concrete tools.