Recent Articles from Our Certificants

We invite all our current certificants to submit articles that they have written or published to be published on ICCI's site.

  • 27 Aug 2013 11:28 AM | Anonymous
    Two stores on the same New York City block sell pizza slices.

    One store is selling generic basic cheese slices for $1 each. That is less than the going rate in New York City. Three stores away is another place where you can buy slices of basic cheese pizza for $2.80. That is higher than the going rate.

    The store selling the higher priced slice had physical differentiationundefineda wood burning stove versus the traditional cast iron oven. It had tables and chairs on the sidewalk.

    But the chemical composition and the caloric content was identical.

    Which store was making money?

    In New York City, they can both make money? But who takes home more net income?

    Are you charging the business equivalent of $1 a slice for your career management services?

    Stop it!

    Your Certification in career management is the marketing equivalent of that fancy wood stove in the high price store. Your colleagues’ lack of Certification is the equivalent of an industrial strength cast iron pizza oven.

    When I talk and write about my Certificate I use the following words in my email signature: “I am one of 240 career management consultants around the world nominated by my peers and put the body of my professional work to peer review. ”

    To borrow a concept from the retail giant Sears, your potential clients have three options when making purchase decisions: good (enough), better (than average) or best (in class).

    The default is always “good enough” unless you can show the client why they need to upgrade in quality and pay more for the privilege.

    It is my choice as a professional to want to work with clients who want to work with me because I am (at least) better than average. And they are willing to pay for that opportunity.

    Being a Certificant allows me to discuss the good, better, best framework without being negative about my competition. I didn’t grant myself the Certificate. My peers did! I didn’t lobby for the honor. I was invited to apply by a Certificant.

    Do I win every sale because I have an ICCI Certificate?

    I LOSE some sales because potential clients articulate that that good enough is “good enough” and they won’t pay for more.

    That’s fine.

    I want to focus on the high end of the marketplace.

    There is room for both on the same block.

    Eat a slice of pizza and then drop me an email about you business development successes/concerns.

    Your Certification is a marketing tool. We at ICCI want to help you to use that tool to increase your net income.

    Larry Stybel, CMF

    Laurence J. Stybel, CMF is on the Board of Governors of the Institute for Career Certification International. He is also President of Stybel Peabody Lincolnshire, an Arbora Global Company. (www.stybelpeabody.com). His email is lstybel@stybelpeabody.com.
  • 27 Aug 2013 11:17 AM | Anonymous
    After you read this article, let’s meet for dinner at Skipjack’s Restaurant in Foxborough, Massachusetts.

    Try the tuna.

    At least that is what the menu says. And you will pay for fine tuna.

    You will actually eat escolar, an oiler, cheaper fish that is banned in Japan: it makes people sick.


    On October 23, 2011 THE BOSTON GLOBE collected fish samples from 134 local restaurants, grocery stores, and seafood markets in New England. It then had an independent DNA lab validate the species customers thought they had purchased.

    48% were mislabeled.

    In 2007 two customers at a Chicago restaurant were hospitalized for eating a toxin found only on puffer fish. They had ordered monkfish.

    The purchase of fish, unlike the purchase of beef, is unregulated. Customer must trust those who provide the service.

    Beef: it comes with credentials.

    When customers purchase “Grade A” beef you know that if it is labeled Grade A, the U.S. Department of Agriculture made that decision. You don’t have to trust the person selling you that beef. You put your trust in an external credentialing organization to keep you healthy.

    Your potential career clients are like customers at a fish restaurant.

    But coaching does have credentialing sources. And one of them is ICCI.

    ICCI helps you increase your business by being the coaching equivalent of the U.S. Department of Agriculture certification of beef.

    The following are some questions to ask of any certification body that claims to rate quality:

    1. What are the sources of revenue? The more a certification body relies on commercial accounts to continue as a viable business, the more it can be compromised.
    2. Are the standards for certification clearly stated and easy to find on the web site?
    3. Are the standards based on professional competence, completion of education courses, or some combination?
    4. Is the certification a “generalized” one (e.g. Certification as a Consultant; Certification as a Coach) or is it focused on a discipline with a shared body of knowledge (Certification as a Career Management Consultant; Certification as a Board Director in a public company; Certification as a an auditor qualified to review public company documents).

    I’d love to know what YOU think.

    Larry Stybel, CMF
    Vice President and Governor

ICCI World Headquarters


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