The effectiveness of any corporate culture depends, primarily, on how it relates to the company. It is the leadership itself must begin to act in accordance with the values and ethics principles that are stated in the company's mission, which will serve as a model for other employees. If the actions of the management company claimed they do not comply with the same principles and rules, it will inevitably lead to that corporate culture will exist only on paper. And instead of a good corporate culture will bring only harm. But we must recognize that to follow the company's values, not knowing their own values it is simply impossible, as impossible that even when the value of a company and individual employee are very different. Efficiency of execution will be the highest, if company owners and managers, and employees, and even customers share the same values. But before that happens, you need to help employees identify their own personal values. To do this the best way will be the coaching. Conducting coaching with employees will enable them to understand themselves, what they want in life, to aspire to what they expect from work in this company, what value are their priority. Awareness of staff of their own goals and values – this is the first and most important step to enhance their effectiveness. Coaching for executives of the company will allow them to clearly define the purpose of the proposed changes, to reveal that these changes are necessary, as well as confirm their intention to bring this matter to an end. Changing the corporate culture must be well thought out and organized. Staff can not make change, he must give an opportunity to make choice in favor of change. Openness and informing staff of developments would avoid rejection reactions in the initial stage. If the coaching is accepted as an element of corporate culture, then all managers, all members of staff who carry out management functions, must attend a basic coaching course. Ordinary workers also should explain and demonstrate the principles of coaching that they do not confused and should guard the actions of their managers. To master coaching, just like any other new skill or style, requires dedication, practice and time. Only then can the process of coaching will take place naturally and give the best results. As practice shows, the coaching – is much more than a tool that managers can use in different situations, such as planning, delegating or authority to solve problems. This is another look at the man, more optimistic, more positive. It allows us to relate differently to people abandoning the limited representations about them, and about yourself too. Coaching lets get rid of the old ways of thinking and adopt a new, more efficient and effective, benefiting both the company and every member individually. To maintain and grow your business need high-quality people skills. Coaching – it is one of the most acceptable methods for business development staff. Fundamental principles of coaching are gradually being increasingly recognized and applied in most various business areas. Corporate culture based on coaching, fully meets the high requirements of modern business and significantly improve the efficiency and productivity employees. Michael Kazarin. Coach. Business consultant.