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The Full Story

What is Life Coaching 

The Concept of co - active ‘Coaching’

Coaching is partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.

Coaching is the second fastest growing industry and fastest growing personal development tool in the world. The techniques have been growing rapidly over the past 20 years, having achieved many notable successes, particularly in the corporate environment.

Coaching creates the capacity for continuous improvement, development and success, through enabling and supporting people and organizations to make the best use of their knowledge, insight, vision, creativity, sensibility, determination, internal /external resources and vast ability to learn and develop.

Coaching recognizes the vast potential of human capability understands what restrains this and how to unleash it and significantly reduces the internal and external ‘Interference’, which exists between potential and their performance.

Research and history shows us lasting and powerful change is achieved when people:

•Recognize the need to improve and believe that improvement and  
achievement is entirely possible.

•Develop clear and compelling goals.

•Identify strengths and areas for improvement in a positive, non-threatening way, recognizing that this will lead to improvement, rather than focusing on ‘criticism’, ‘failure’, ‘error’ or' problem.

Coaching is not a casual discussion; it is hard work! Through Coaching the organization or Individual completes tangible actions – small steps which add up to the overall goal. This approach makes Coaching very well suited to the challenges of the modern corporate environment.

At its best, Coaching is ‘non-directive’: it does not teach, advice, and seek to control people or impose Solutions. Rather, it enables people to use their internal and external resources to pursue their goals effectively. This technique is at the heart of successful coaching and differentiates it from consultancy, psychological therapy, traditional teaching and traditional management.

Research and practice have shown that this approach achieves sustainable positive change, enabling organizations and individuals to achieve and maintain goals that they had previously thought were not possible.

Coaching in 3 words

Three words can describe what Life coach does:

  • Guidance

  • Empowerment 

  • Improvement

Guidance is the life coach providing the tools and support for someone to broaden their perspective and open their mind, hence enabling them to reach their goals.

Empowerment is to a large extent down to the individual to realise their own self-worth and self-belief that has, for one reason or another, diminished.

Improvement in the sense that an individual will go from where they are to where they want to be, in effect reaching their goal.


To coach, guide, inspire and empower as many humans as possible to create positive, fulfilling, happy and balanced life.


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