Business
Stop Selling Sessions. Sell the Decision.
Marta Vieira · 24 August 2026 · 8 min
Opinion & craft
Argument, method and the occasional complaint — written by the desk and, soon, by practitioners. Everything here is signed, and everything here is opinion.
Chosen by the desk
Business
Marta Vieira · 24 August 2026 · 8 min
01 / 04
Spiritual
Contemplative traditions have four hundred years of thinking about what to do when nobody is talking. The coaching literature has roughly none.
Business
Most of what goes wrong in a coaching engagement was decided in the paperwork, weeks before anyone sat down. The contract is not admin — it is the first and largest piece of work you will do.
Life
Training covers contracting, listening, questioning and ethics. It spends almost no time on the last session, which is the one clients remember.
Business
Everything that determines whether a coaching relationship works is settled before either person has said anything of substance.
Sports
Sport figured out something about coaching that business is still arguing over: the head coach is not the best coach in the building, and everyone involved knows it.
We are opening the blogs to practitioners: coaches, supervisors, federation staff and the people who buy coaching. One argument, made properly, beats ten roundups.
What we publish