Coaching is about getting the very best out of someone and enabling them to make decisions that will improve their life. Coaches are hired for very many different and diverse reasons, for example: to climb the career ladder faster; to feel more fulfilled at work; to improve relationships with family and partners; to learn parenting skills that benefit both the child and parent; to gain a spiritual meaning to life, or a desire to 'get sorted'

The profession is growing and coaching is becoming widely acknowledged also because people realize just how effective coaching is. Coaching is a relatively new and different profession - different to psychology, counseling or therapy. The big difference between coaching and these professions is that coaching doesn't claim to have the answers. A coach's job is not to go over old ground, be past-orientated or to force-feed information, but to work with clients to help them find the answers themselves.

Also, when a person experiences being coached, their motivation comes from working with a coach who is him/herself an upbeat, positive role model. In this way coaching is a unique way of developing people. Coaches agree that helping clients to reach their full potential through this approach produces great satisfaction.