The role of change sponsor in large change programmes, whether driven by technology or by organisational strategies, is a critical one. In view of the importance of the role, it is common for senior business people to be appointed to what can prove to be an unfamiliar and challenging role. Often, a lack of experience of the demands of the project environment can make effective taking up of this crucial role difficult, leaving senior business people feeling isolated and caught between the project team and their business colleagues.

On technology led programmes, for example, change sponsors or leaders might feel they lack the technical background to understand the impact of the decisions they are being asked to support or promote, making the leadership role in change programmes a lonely one. Also the change sponsor is often required to juggle different roles, such as managing business as usual activities as well as introducing strategic change.

The change sponsor is also often required to promote and sell the programme to their own peers, which can mean facing conflict and opposition, making difficult decisions and taking "unpopular" stands, which are inevitable in large change programmes. Having access to a supportive coach will enable the change sponsor to effectively take up his or her new role and fully drive the organisational change programme. FAABC's executive coaches provide a safe environment where difficult issues can be discussed and strategies for dealing with change explored and reviewed.

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