The target audience is for managers and executives to become more effective coaches. I found myself getting confused as to the perspective it was coming from i.e., it sometimes seemed as though he was talking to relatively advanced Leadership Coaches and sometimes to line managers. The model he presents is pretty straight forward and makes sense but I think not as clear and tight as it could be for line executives.
He definitely articulates a clear perspective on linking behaviors to results and this message comes out clearly and consistently in a variety of ways. His action coaching attributes list is highly useful for a variety of coaching distinctions professional coaches, manager as coach, peer coaching, etc.
A highlight for me was his identification of eight difficult coaching situations and how to handle them. I thought his was effective for coaches and executives particularly when discussing the outcomes and likelihood of success for particular coaching engagements.