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In this episode of Beyond Six Figures, Ziv sits down with David Monro-Jones – Operations Director of the International Authority for Professional Coaching & Mentoring (IAPC&M) and founder of Perceptual Reality.
With decades of organizational leadership, accreditation expertise, and executive coaching experience, David brings a perspective few in the industry share: what truly separates great coaches from average ones, how organizational coaching works behind the scenes, and why accreditation matters more now than ever.
Together, they dive into whole-person coaching, leadership development, stakeholder-centered methodologies, how to measure behavioral change, and whether AI is a threat or an ally to the coaching profession.
Episode Highlights:- Why David brings all of his experience, tools, and life lessons into client engagements, rather than restricting himself to one rigid model.
- The reality of three-way contracts, confidentiality boundaries, and what happens when a leader doesn’t want coaching.
- How involving direct reports, managers, and colleagues creates deeper, more accurate development insights.
- David’s favorite KPI framework: identifying key behaviors, breaking them down into sub-behaviors, collecting stakeholder feedback, and running mini-surveys over 3–12 months.
- The dangers of forced coaching engagements and the importance of meeting clients exactly where they are.
- How younger leaders view loyalty, mobility, and values differently—and what hasn’t changed at all.
- Why David sees AI as a tool, not a replacement, and the irreplaceable value of human intuition, nuance, and questioning.
- A candid breakdown of why accreditation matters (even though coaching isn’t regulated), what it protects against, and how organizations evaluate coaches.
- How referrals, LinkedIn presence, directories, and speaking engagements fuel his business.
David Monro-Jones is the Operations Director of the International Authority for Professional Coaching & Mentoring (IAPC&M), where he oversees global accreditation standards for coaches and mentors. He is also the founder of Perceptual Reality, a leadership and executive coaching consultancy focused on whole-person development, team effectiveness, cultural alignment, and behavioral change.
With decades of experience across leadership, assessment, and organizational development, David is recognized for his whole-person coaching approach and his ability to help leaders evolve through sustainable, measurable behavioral shifts.
Links & Resources:
- Connect with David on LinkedIn
https://www.linkedin.com/in/david-munro-jones - Perceptual Reality (David’s Coaching Consultancy)
https://perceptualreality.co.uk - International Authority for Professional Coaching & Mentoring (IAPC&M)
https://coach-accreditation.services
