BMHCOACH officially presented “Words from Morocco 2024 coaches”a collective work directed by Mouhcine Ayouche, co-founder of the Haute Académie Marocaine de Coaching (HAMAC©). The presentation was held in Casablanca, at the Milleber hotel, during the Book Club Le Matin, on Thursday November 28, 2024, in the presence of Mohammed Haitami, director of the Le Matin Group. This book offers a dive into the world of coaching in Morocco, through the reflections and testimonies of 15 certified Moroccan coaches, exploring the ethical and professional dimensions of the profession, while offering a perspective on the developments of this practice.
Contrary to popular belief, coaching goes far beyond simple personal development. In “Words from Morocco 2024 coaches”the contributions of the 15 authors highlight the different facets of this profession, which combines introspection, interaction, practice and feedback. The work is aimed at a wide audience: for the curious, it offers a better understanding of a demanding profession and its fundamentals, such as ethics and professional conduct; for professionals, it constitutes a practical guide to support personal and professional transformations in depth.
For coaches, this book offers methodological approaches, innovative systems and reflections adapted to current challenges. It invites us to enrich professional practices and stimulate creativity in the face of a constantly evolving environment.
The contributors to this work are Mouhcine Ayouche, Hasnaa Bahit, Jihane Belghazi, Sophia Bencherifi, Dounia Bennis, Sidi Lotfi El Alami, Yassine El Idrissi, Yasmina Maes-Benabdeljalil, Adnane Matrone, Kamal Morchid, Omar Oukrid, Nissrine Oulabass, Lahsen Rmidi, Bichara Tazi and Khalid Yesfi, all from the HAMMOCK©. This book is a continuation of previous editions, published in 2012, 2013, 2014 and 2016, thus consolidating a collective reflection on coaching in Morocco.
“Words from Morocco 2024 coaches” positions itself as an essential resource for understanding and deepening a booming discipline, helping to redefine the role of coaching in individual and collective transformations.
Full house for the BookClub Le Matin, which highlighted this collective work where each coach shares their experience and their thoughts on a rapidly expanding discipline. This book explores with frankness and humor the challenges, benefits, limits, and rules of coaching, particularly ethics and listening. On this occasion, we interviewed three contributors to better understand the benefits of coaching, whether for managers, employees or the general public.
What can coaching do for a business manager?
Omar Oukridcertified HAMAC© coach, member of the CODIR and Director of the CGEM Cluster, explains that coaching allows managers to develop a new vision in their management and structuring of work. It encourages questioning, promotes a better reading of human dynamics and opens up new perspectives, particularly in deadlock situations. However, he insists on the importance that the approach be voluntary, otherwise the process loses effectiveness.
What can coaching bring to an employee?
Sophia Bencherificertified HAMAC© coach and Managing Director of BMHCOACH, highlights the transformative impact of coaching on employees. It highlights its role in the development of soft skills, the management of professional transitions, and personal/professional life balance. She insists that coaching must be a voluntary approach to guarantee its success.
How do we know if a coach can really help us?
According to Mouhcine Ayoucheco-founder of BMHCOACH and HAMAC©, choosing a coach is based on two major criteria: their technical qualifications and the personal connection with the coachee. He emphasizes the importance of a relationship of trust based on active listening and impeccable ethics. The role of the coach is to support without judging or influencing, while guiding the coachee towards their own solutions.
This book is aimed at a wide audience, from professional coaches to curious people wishing to discover this demanding profession. It highlights the multiple facets of coaching, whether it involves supporting managers, supporting employees in their transitions or promoting personal development. Through rich and diverse contributions, it demonstrates the relevance of this discipline in the current context. With competent and passionate professionals, Morocco is positioned as a key player in rapidly expanding coaching, making this book essential for understanding and deepening this practice.
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