Begin with the uncertainty
If the organization already knows the target behavior and has evidence that it impairs performance, coaching may be the right tool. The work can focus on practice, feedback, and accountability.
If a capable executive began struggling after a promotion, restructuring, or change in tempo, the source is less clear. The problem may sit in the person, the role, the surrounding system, or the interaction among them. Assessment should come first.
Diagnosis prevents expensive motion
A Fit Review compares the executive with the job and ends with a testable hypothesis. Coaching can follow when the evidence identifies a development target.
The distinction matters because improvement activity can look serious while leaving the causal problem untouched.