ICF Core Competency 7: Evokes Awareness

Coaching evokes awareness like a flashlight—revealing what was hidden and helping clients light their own way.

Imagine walking into a dimly lit room, unsure of what’s inside. Your guide hands you a flashlight—not to tell you what’s there, but to help you illuminate the space for yourself.

This is what great coaching does: it sparks discovery.

In coaching, some of the brightest beams come from ICF Core Competency 7: Evokes Awareness. This competency isn’t about delivering answers—it’s about creating the conditions for those “aha!” moments when clients suddenly see what was hiding in plain sight. A shift in perspective. A new angle on an old problem. A fresh sense of possibility.

When we evoke awareness, we’re not solving for our clients—we’re helping them solve for themselves. And in that moment, the room gets brighter.

So how do you, as a coach, hand over the flashlight in a way that’s powerful and skillful? Let’s look at what this competency really means and how you can practice it in every conversation. 🔦

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