The Aims Of Coaching

The growing popularity of coaching is due to its purpose of facilitating learning rather than teaching – through asking and listening rather than telling, and its emphasis on maximizing potential and performance while the client controls the outcomes.

Coaching has to do with the attainment of goals. These goals can be lifetime, long-term, short-term, or stepping-stone goals that focus on any of the chosen aspects of a client’s life, such as their career, personal development, relationships, or health. A pre-requisite for effective goals is that they should be SMART (Specific, Measurable, Agreed, Realistic, and Time framed) (1).

Coaching results focus on three basic areas:  visible behavioral change, improved performance, and results, and personal and professional development (2). In all three of these categories, the words, “change”, improved”, and “development” implies a positive transformation from an original state to a new one. Therefore, the overall aim of all coaching is change – INTENTIONAL AND SUSTAINABLE POSITIVE CHANGE.

This change plays out in the individual: in results achieved, in their emotions, in their performance, in their thinking, and in their behavior.

There is a difference between easy and hard change (4). Easy change has a clearly defined problem and is solved by applying experts’ knowledge. Hard change requires a person or team to adapt and learn to define the problem and find the solution. Change in coaching can be hard but change and growth are easier with the assistance and support of others.

Research shows that the establishment of a trust relationship is crucial for sustainable change to occur (5). Therefore, a coaching relationship of trust and safety can facilitate changes for clients who are interested in becoming the best versions of themselves.

What is your current capacity and motivation for making intentional sustainable positive change in your personal and/or working life?


  1. Whitmore, J. (2017). Coaching for performance: The principles and practice of coaching and leadership (5th ed.). Nicholas Brealey Publishing.
  2. Stout-Rostron, S. (2012). Business coaching: Wisdom and practice. Knowres Publishing.
  3. O’Dell, J. (2019, May 3). Measuring the impact of coaching.
  4. Bungay Stanier, M. (2020)Easy change vs hard change. World Business & Executive Coach Summit, 2020 Pre-Summit.
  5. Bennett, J. L., & Bush, M. W. (2013). Coaching for change.
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