Coaching the leader
The purpose of our PMA is mainly to coach the CEO and one director of the company. Hence, we need to act as coaches to make them develop a more effective leadership style. In other words, we offer them some sort of leadership development program.
In fact, leadership development programs (LDPs) are very popular among organisations, as leadership is seen as a competitive advantage. Thus, providing leadership development to mid or senior managers within the company seems as a way to prepare them for future challenges.
However, coaching these people usually is something that happens once and not in a regular basis, like in the case of WaveRiders. Therefore, it's possible that the learning generated during the LDP to last only for a short time period and the leaders who have been trained won't apply what they've learned in practice.