What followed was not entirely planned, but significant. As Laura and Amanda applied their coaching training, they demonstrated the power of intentional investment in personal development, particularly for those who typically focus on developing others. Team conversations became more meaningful, meetings gained greater purpose, and the team culture evolved into one of deeper reflection and growth. 

They observed how coaching skills enhanced not just individual interactions, but the entire dynamic of how they worked together and supported others. It became clear that to be truly effective in developing leaders across Amazon, they needed to continually develop themselves.

This led to both Laura and Amanda continuing their coaching certification through the Level 2 Advanced Diploma in Integrative Coaching. In turn, one by one, more team members chose to embark on their own coaching development journey with Become. Each brought their unique perspective and goals, creating a rich foundation of approaches to leadership development. Some team members focused on enhancing their deliberate use of coaching questions, others on deepening their ability to navigate complex conversations, but all shared the common thread of wanting to elevate their impact.

The result? A gradual meaningful shift. Coaching was no longer something one person did; it was becoming part of how the whole team worked, not only with each other, but also across the wider organisation.