“The interesting thing about coaching is that you have to trouble the comfortable, and comfort the troubled.”
– Ric Charlesworth, Hockey

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“All coaching is, is taking a player where he can’t take himself.”
– Bill McCartney, American Football

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By a well-known definition, the purpose of coaching is to unlock people's potential to maximize their own performance. Coaching is all about a journey and nothing about instruction or teaching. 
Coaching is a great way to work on your personal development, which is a journey, not a destination. It helps you to create a clear perspective on your life and to get to know yourself better. From a place of knowing who you are and what drives you, you can make more conscious choices. Choices regarding who you want to become.
Therefore, coaching is about partnership, collaboration, and believing in potential. Through coaching skills of powerful questioning and active listening it aims at building awareness and responsibility.