What is Coaching?

Firstly, let's clarify that we're talking about performance coaching for individuals, leaders and executives.


I like to think of coaching as helping you to achieve your potential... a level of potential that you may not realise you have. Coaching can unblock you and help you through tricky situations, improve your performance, build your confidence and so much more.

Maybe you’re starting a new job or have just been promoted? Feeling anxious about something? Not sure how to tackle a problem? Or even unsure what the problem is?

Maybe you know that your team are under a lot of pressure, juggling too many things or simply just suffering form an unsustainable workload?

Personal Performance coaching can help.

If you're in an executive or in a senior leadership position, you might require coaching that helps you with more strategic and ongoing challenges. Hence we also offer coaching tailored to the needs of Leaders and Executives. Some refer to this type of coaching as Executive Sparring. Scott Potter can provide a sparring partnership utilising coaching when appropriate. Learn more about Sparring here...

It is important to differentiate between coaching and other forms of support such as counselling or therapy both of which tend to work through past experiences. Coaching is forward looking. It’s about working with you to help you define and achieve your goals.

As your coach I will help you see things from a different perspective, break down complex situations and challenge your limiting beliefs. Above all, I will help you to realise how resourceful you can be and turn challenges into positive actions.


Not sure? Try thinking of a Personal Performance Coach like you would a Personal Trainer. Read more...

Good coaches provide you with a balance of support and challenge without judgement.

Deep listening skills and the capacity to ask profound, thought-provoking questions provide a foundation of support and trust. At the same time, we help you reflect more truthfully.

Experienced coaches use ‘challenge’ skilfully, sharing observations and feedback appropriately.

One of the challenges people face when they first start working with a coach is accepting personal responsibility for their own actions. In the coaching process you become accountable to yourself; you set the goals that you know you want to achieve and, as a result, reap the rewards.

As your coach, I will help you define these goals and will manage the coaching process.

I will give you the option of learning many invaluable tools and techniques that will help you start, and maintain, your journey to the successful outcomes you are looking for. This will involve you doing things differently and doing different things.

Our coaching is grounded in 'pure', non-directive coaching. We then offer different degrees of directive coaching on a case by case basis. If you're looking for advisory services or for experts that can integrate and work with your employees, check out our other services. We provide a wide range of expertise and support to help your business excel.

If you want a hybrid of coaching - mentoring - doing, this is what VFS was set up to provide and is explained on our main website.

Get in touch to find out more, or check out our other services at ValueFlowSolutions.co.uk

Structured Coaching

We adopt a structured approach to coaching sessions to ensure that the coachee moves constructively towards a set of actions, or a greater understanding, that ensures a positive outcome.

We are well versed in several models and tools that ensure we can adapt to the situation, the scenario and the coachee themselves.

You may have read about Traditional (aka Transactional) versus Transformative coaching. Our view is that a combination of both approaches is the most effective. As such, our sessions, and the overarching programme will include the attentiveness of the traditional approach with the problem solving power and strategic thinking of the transformative approach.

A key element of our coaching that underpins all our sessions is the concept of non-directive coaching aka Pure Coaching.


Positive Psychology

Our coaches are trained in psychological theory, including positive psychology to support a true coaching mindset.

"Positive psychology is a scientific approach to studying human thoughts, feelings, and behavior, with a focus on strengths instead of weaknesses, building the good in life instead of repairing the bad, and taking the lives of average people up to “great” instead of focusing solely on moving those who are struggling up to 'normal'."

- (Peterson, 2008)

In short you can consider it to be the scientific study of human flourishing.

The foundational paper of this new field, positive psychology, was published in 2000 by Martin Seligman and the “founding father” of flow, Mihaly Csikszentmihalyi.


  • Peterson, C. (2008). What is positive psychology, and what is it not? Psychology Today. Retrieved from https://www.psychologytoday.com/us/blog/the-good-life/200805/what-is-positive-psychology-and-what-is-it-not

This is a little 'tongue in cheek', but I like this summary of the understanding and perception of Executive or Senior Leadership Coaching.

The evolution of executive coaching in the US over the past 25 years:

  • Late 1980s: “A coach? What’s a coach?”

  • Early 1990s: “A coach? You mean, like…a corporate shrink?”

  • Mid-to-late 1990s: “A coach? Am I in trouble?”

  • Early 2000s: “A coach? Thanks – I think. ”

  • Mid-to-late 2000s: “A coach? Great!”

  • Now: “A coach? How long can I work with him/her – and do I get to choose the one I want?”

In other words, the good news is that most corporate executives now see coaching as an investment their organization is making in their success...

Forbes.com