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The real magic in coaching isn’t in the trick—it’s in the presence behind it. There’s a moment in every coach’s journey when they realize the magic of coaching isn’t in pulling a rabbit out of the hat. It’s not about dazzling clients with insight or the perfect question. The true transformation happens not through doing —but through being . At first, coaching can feel performative. We chase precision, try to impress with clever questions, or anxiously prove our value. Yet the more we strive to perform, the further we drift from the still center of presence—where real coaching lives. The shift from doing to being is the difference between conducting a session and creating a space. It’s the move from mastery of technique to mastery of self. Below are five subtle but powerful shifts that distinguish a coach who performs  from one who partners .

Time is finite, but our experience of time can be infinite. Ever feel like your coaching sessions are a race against the clock? You start with a deep breath, an open heart, and 60 minutes of possibility… then the bell rings. Time’s up, and you’re left wondering where it all went. Here’s the thing: coaching isn’t just about managing time —it’s about managing the experience   of time.  You need enough space for the magic to unfold and  enough structure to ensure your client walks away with value. So, how do you master the paradox of going slow and fast at the same time? Let's explore a mindset shift and a few tactics  to help you stay in rhythm with your client—and with the clock. ⏰

Like the open pages of a book, a coaching session unfolds with focus and intention when the topic is co-created and aligned with the client’s story. Every coaching session is part of a larger story the client is living. But before we can dive into the action, we need to know what chapter we’re in. Establishing the session topic is like turning the page and naming the next chapter. It gives context to what’s unfolding, clarifies what matters now, and sets the tone for what’s possible. Without it, the conversation risks drifting—or getting stuck in old narratives. Some clients come to the session with a clear focus. Others show up with nothing but a feeling or a swirl of thoughts. In either case, the coach’s role is to partner with the client to shape a topic that’s meaningful, timely, and anchored in what they want to walk away with. Done well, this moment becomes more than just a starting point—it becomes the narrative arc of the session, giving shape and structure to what unfolds. It helps the client stay connected to their own story, ensuring the conversation doesn’t meander but builds toward meaning and resolution. It’s how we ensure we’re in the right chapter, not just reading out loud. So let’s turn the page together—and explore how to co-create topics that truly move the story forward . 1. Starting the Session: From Small Talk to Storyline

The ICF PCC markers are just the tip of the coaching excellence iceberg. The ICF Core Competencies are the foundation of our profession, guiding how we show up as coaches. But when it comes to credentialling, assessors need something more specific: observable evidence. That’s where the Professional Certified Coach (PCC) Markers  come in. The PCC markers aren’t a separate competency model—they’re a practical lens ICF assessors use when listening to your recorded sessions. Each marker describes behaviors that demonstrate PCC-level coaching. Think of the competencies as the whole iceberg  and the markers as the part above the waterline —the visible proof that your coaching embodies the deeper structure beneath. As of 2025, the ICF has updated its Core Competencies, adding nuance around pattern recognition, cultural identity, systemic awareness, and partnership. The PCC markers themselves haven’t been revised (since 2021), but it’s wise to read them with the 2025 updates in mind. How to Use the PCC Markers

A coaching mindset is the fertile soil where growth begins. When you think about soil, “exciting” may not be the first word that comes to mind. Dirt looks plain, even dull. But dig a little deeper, and you find an entire universe: roots threading through darkness, fungi whispering nutrients from one plant to another, billions of microorganisms trading energy and sustaining life. It’s invisible magic—quiet, essential, astonishing. Coaching works the same way. Active listening , powerful questioning, goal setting —those are the branches we all see. But the hidden foundation? That’s the coaching mindset. Without it, the branches weaken. With it, they thrive in ways that are vibrant, resilient, and surprising. That’s why the International Coaching Federation (ICF) highlights Embodies a Coaching Mindset  as Core Competency #2. Because it’s not just about using techniques; it’s about cultivating the unseen richness that makes those techniques transformative. So what exactly is this mindset, and how do you keep it alive and fertile? In this article, we’ll unearth what it means to embody a coaching mindset, how it shows up in real sessions, and practices to keep your soil brimming with life. 🌱

Coaching without ethics? It doesn’t stand a chance. If coaching were a house, ethical practice would be the foundation—the solid, load-bearing base that holds everything else together. It’s not the sleek design, the inspiring vision, or even the skillful craftsmanship. It’s the quiet structure beneath it all that determines whether the whole thing stands tall... or eventually caves in. You can have the most insightful questions, the most finely tuned frameworks, even the most transformative client breakthroughs—but if your ethical foundation isn’t strong? The trust you’re building on can start to crack. And those cracks? They don’t always announce themselves. Sometimes they show up in subtle misalignments: a vague agreement, a moment of advice dressed as curiosity, or a well-meaning nudge that shifts the power dynamic just enough to matter. Like the ancient Greek temples that have stood the test of time, coaching rooted in ethical integrity is built to last. It can weather challenge, uncertainty, and growth—because what’s holding it up is steady and sound. So before we talk about coaching models or client transformation, we start here. With ethics . 🏛 Stick with me.  This isn’t a dry list of rules or a lecture in disguise. This is about the kind of coaching that earns trust, creates change, and reflects the integrity you want your practice to stand for. (And yes, I promise—ethics can actually be interesting. Think of it as the concrete that keeps your coaching house from collapsing mid-party.) What Ethical Coaching Actually Means

The rules matter—but integrity in coaching is about how you live them. If ethical coaching were just about following a rulebook, we’d all just memorize the ICF Code of Ethics and call it a day. But coaching with integrity? That’s a whole different level. I ntegrity isn’t about ticking compliance boxes—it’s about who you are when no one’s watching, how you respond when the lines blur, and whether your words and actions truly match. It’s about being the kind of coach your clients can trust—not only because you know the standards, but because you embody  them. The ICF Code of Ethics ( updated in 2025 ) names integrity, professionalism, humanity, collaboration, and equity as core values. These aren’t just lofty ideals; they’re living guideposts for how we show up every day. And if you’re pursuing or renewing an ICF credential, assessors are looking not only for your knowledge of the Code, but also for evidence that you stay aligned with the role of coach. So what does this look like in real life? Let’s look at a scenario. When Integrity Gets Tested Maria was a growing coach with a handful of steady clients when she got a DM from an old colleague, Jason.

Clarity matters: ethics refracts complexity into light we can follow. Ethics in coaching isn’t static—it grows as our profession matures and as the world around us changes. Think of it like light passing through a prism: what looks simple at first glance reveals layers of color and meaning when seen more clearly. The International Coaching Federation (ICF) Code of Ethics works the same way. On the surface, it’s a set of standards. But refracted through practice, it reveals nuance—clarity around confidentiality, accountability, and modern challenges like AI and DEIB. The most recent update of the Code brings sharper edges and brighter light to guide coaches in every context. Here are the highlights of what the current Code emphasizes—and why it matters for you as a coach, trainer, or part of the broader ICF ecosystem. 2025 Updates to the ICF Code of Ethics

Trust: More than just a penny for your thoughts. Without trust, coaching isn’t coaching—it’s just empty talk. But when trust is alive in the coaching space? That’s when walls come down. That’s when the silence turns into honesty, and honesty turns into growth. That’s when clients feel safe enough to wrestle with the messy stuff—their doubts, their fears, their hopes. The International Coaching Federation (ICF) puts it plainly: trust is the heartbeat of our profession. And it’s built on four core values — Professionalism, Collaboration, Humanity, and Equity. Let’s talk about how each one helps us not just coach better, but connect  better—with clients, with each other, and with the world.

Insight is a beautiful view—but coaching mastery means helping clients get back in the driver’s seat and continue the journey. Coaching can be like a road trip. The client is in the driver’s seat, but without fuel (action), they’re just parked at the scenic overlook of insight. Sure, the view is breathtaking—but at some point, they need to put the car in drive. That’s where you  come in: helping them transform "aha!" moments into momentum. A powerful coaching session can spark clarity, but real transformation? That happens when clarity fuels decisions, behaviors, and results .  That’s the essence of ICF Core Competency 8: Facilitates Client Growth— partnering with the client to transform awareness into action , and insight into impact. Keep traveling with me to explore how to turn speed bumps and scenic overlooks into forward motion —without running out of gas halfway. 🚗💨 The 9 Indicators of Facilitating Client Growth This competency is about partnering with clients to transform learning into action and honoring their autonomy in the process. In the 2025 update , the focus stretches beyond the single session: it’s about helping clients integrate insights into their worldview and sustain progress across the entire coaching journey.