Coaching: What actually is it?

Coaching. It’s a buzzword these days. Perhaps you have your own perspective on what it is, or maybe you’ve never stopped to really think about what it means. Have you ever asked yourself “what actually is coaching?”

When I started my coach training, one of the first questions asked was, “What is coaching?” At the time, I struggled to answer the question. Luckily, some great minds have done the job better than I ever could. Let’s take a look.

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So, what is coaching?

Like many concepts, coaching can be tricky to define because it looks subtly different depending on the person or context. And with so many definitions and approaches out there, it’s no wonder people don’t fully understand or feel unsure about what coaching is - or isn’t.

Here’s how some of big names define it:

The International Coaching Federation (ICF):

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

John Whitmore:

Coaching is "unlocking people’s potential to maximize their own performance. It is helping them learn rather than teaching them."

More recently, I came across the work of Clare Norman, a Master Coach, and her definition of coaching struck a chord with me:

“A joint endeavour to move beyond known thinking to discover new thinking that energises the thinker to change.”

This definition perfectly captures what coaching means to me. Coaching, at its core, is about facilitating the kind of thinking that drives meaningful change. The idea of the client as the ‘thinker’ feels spot on. It’s a reminder that the answers we’re searching for are already within us, waiting to be uncovered. Coaching helps shine a light on those answers, especially at times when our mind might feel cluttered, dimmed, or overwhelmed.

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Core features of Coaching

While definitions vary, the essence of coaching remains consistent, no matter the coaching context or type of coaching. Let’s explore what makes coaching, coaching.

1. An Equal Partnership

Coaching is an equal partnership between the coach and the client. It's an adult - adult relationship (rather than a teacher-learner relationship), where the coach and client work collaboratively to identify goals, explore possibilities, and create actionable plans. For instance, a coach is responsible for asking thought-provoking questions to help a client clarify their career goals, and the client takes responsibility for deciding what resonates and the resulting action.

2. A focus on goals and the future

Coaching is fundamentally about moving forward, whether that be personal growth, professional development, or navigating life transitions.

3. Turning thoughts into Action

Coaching is not just about thinking—it’s also about doing. A hallmark of coaching is its focus on taking action.

4. Non-Directive

Coaches don’t tell clients what to do. Instead, the client is inherently “creative, resourceful, and whole’” (Whitworth et al, 1998) and they hold the answers within them. Coaching helps clients find their own answers.  

5. Seeing the whole person

Coaching takes a holistic view of the client - “Coach the person, not the problem” (Reynolds, 2020). Coaching recognises that personal, professional, and emotional aspects of life are interconnected. By focusing on the person, coaching can help uncover underlying patterns or drivers that influence the problem, leading to more holistic and sustainable solutions.

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What coaching is not

It’s worth noting what coaching is not. Whilst the points below may be an oversimplification of the differences, I hope they offer an initial insight to the key differences.

• Coaching isn’t Therapy: Therapy is about processing past traumas and healing emotional wounds. Coaching focuses on the here and now, helping you create actionable plans for the future.

• Coaching isn’t Consulting: A consultant provides expertise, advise, and solutions. A coach facilitates self-discovery so you can develop your own answers and solutions.

• Coaching isn’t Mentoring: While mentors share their expertise and experiences, perhaps in a particular field, a coach focuses on helping you uncover your own path .

• Coaching isn’t a quick fix: There’s no magic wand, magic pill or overnight fix. It’s a process that requires effort, commitment, and a willingness to change.

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Why coaching matters

As mentioned previously, coaching isn’t about handing over solutions or prescribing fixes—it’s about creating a space for you to explore, reflect, and uncover what’s possible. Whether you think of it as unlocking your potential, doing your best thinking, or simply gaining clarity, coaching is a powerful process for effecting change.

So, next time you hear the word coaching, remember it’s not just a buzzword— it’s a partnership, a space to think, explore, and take meaningful action, and ultimately a tool for transformation.

Thanks for reading - it means a lot.

Shona