Group & Team Coaching Ideas: The CLAIMS Framework to Motivation™ | by Jennifer Britton

Coach with Team in background using CLAIMS Motivation Framework

Motivation is a central driver for clients in the coaching process. As we bring together people in groups, we quickly see that everyone is wired in a different way—and motivated by different things.

In the virtual and remote space, where motivation is a key part of success, it's valuable to consider what motivates each group member. So in my work supporting remote professionals, I share the CLAIMS™ framework of motivation from my new book, Reconnecting Workspaces.

Structuring Group Coaching for Motivation: the CLAIMS Framework to Motivation™

Use the CLAIMS acronym and elements to consider how your group members are motivated:

C - Community

Many professionals want to be part of a bigger whole and motivational models often call this belonging or affiliation. And it's particularly important when we work remotely.

So community is at the heart of any group coaching process. It's how we connect in between calls, as well as the sense of connection we have with others.

And in remote work, community is about relationship development, communication and developing a strong team or group culture.

  • Consider, what are you doing to foster and build community with your groups?

L - Learning

Ongoing learning is critical for success within the remote workspace, particularly these days, as life and work contexts are fluid and ever changing.

Think about the team elements that are all about ongoing learning—concepts like TEAMING 1, AGILE 2 etc.

  • Now ask yourself: What different elements of learning are you creating? What are the different ways clients want to learn? Contribute?

A - Autonomy

Remote work is not short on autonomy.

Autonomy means having the independence to do our work in a way, time and structure set by us. It relies on high trust and giving people the choice and flexibility to get things done. It also relies on clear communication, systems, practices, goals, roles and other elements which are key for high performance.

When clarity exists, remote workers can focus on what's important.

  • What are you doing to foster autonomy in your groups?

I - Impact

As remote workers, our impact is often measured through our output (the results we get).

But remember it can also be measured through the influence we have over others and how we build a sense of community and team.

  • To ensure your groups stay motivated, how will you help your clients identify the impacts they want to make?

M - Monetary

For some, money and other job benefits may be a significant driver.

  • What has happened to compensation and perks since your clients have moved to remote work?
  • How are you supporting people in this area?

S - Status

Help your clients answer questions like: What is my role? What is my position? Are they acknowledged for what they bring to the team? For example, is someone the go-to person around problem solving?

  • How does this status fit into your teams working in the remote space?
  • How will you learn more about status and what matters to individual group members?


So, now as you plan your own virtual group coaching sessions,:

  • What will you do to bring in the elements of both engagement and motivation?
  • How could you use the CLAIMS framework to help?

If you liked this, you may like these articles also by Jennifer:


  • 1 Article: The Importance of Teaming from Amy Edmondson on the Harvard Business School Blog "Working Knowledge: Business Research for Business Leaders".
  • 2 Agile Project Management Definition: "Agile project management is a way of managing projects that emphasizes flexibility, customer satisfaction, project team collaboration, and iterative development (i.e., a process of breaking down a project into smaller steps)." Read more about AGILE project management on the Capterra blog here.
Jennifer Britton

Contributing Author:

Jennifer Britton, MES, CHRP, CPT, PCC, is the author of seven books and has influenced a generation of coaches in the realms of team and group coaching. You may have read her writing, including Effective Group Coaching (Wiley, 2010), the first book in the world to be published on the topic of group coaching; From One to Many: Best Practices for Team and Group Coaching; or her latest, Reconnecting Workspaces: Pathways to Thrive in the Virtual, Remote and Hybrid World (2021).

Since 2006, Jennifer's Group Coaching Essentials and Advanced Group and Team Coaching Practicum programs have become known as the must-do training in the area of group coaching. Focused on providing coaches with best practices in designing, marketing and implementing group coaching, these programs have helped thousands of coaches launch their own group and team coaching programs in a wide variety of settings (public, corporate, non-profit). Together both courses are approved for 18.75 ICF CCEUs. These are the first two of 10 course pathways leading to certificates in Group and Team Coaching.

Potentials Realized's ICF-CCE programs are geared for aspiring group and team coaches, especially those wanting to work toward the New Advanced Credential in Team Coaching (ACTC) with the ICF.

Also check out our neuroscience course for group and team coaches (NLE-A), Team Coaching Essentials  and ACTIVATE Your Team and Group Coaching Superpowers. Prefer podcasts? Listen in to the Remote Pathways podcast, which explores the many different pathways to remote work, business and leadership.

Learn more about Jennifer & see all their articles here >>

Image of Coach with Team in background by BGStock72 via Shutterstock

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