What Is Coaching? Coaching is a form of learning, where a person - a coach - supports someone else - a coachee - to create learning and self development in a way that benefits them. Coaching is normally a conversation, or a series of conversations, one person has with another. The coach intends to produce a conversation that will benefit the other person in a way that relates to their learning and progress. The process creates an increased sense of self awareness, one client said; "Before I started Life Coaching I did not see a lot of good things in myself but now I am starting to recognise my abilities, qualities and appreciate myself more" (J,2007) Life Coaching is not about telling you what to do, it is not counseling, nor is it a cosy chat! Instead Life Coaching is a dynamic, empowering and motivational series of conversations to help you achieve what you want in your life. "If you can imagine it, you can achieve it. If you can dream it, you can become it" - William Arthur Ward