Ignore context at your peril, particularly if you want to work in the professional services sector. Sam Humphrey and Karen Dean expose the myth of ‘Martini’ coaching

 By Sam Humphrey and Karen Dean

While it’s important that coaches distinguish themselves from the competition, giving sense to coaching buyers of what they actually do as a coach, all too often the context in which the coaching will occur and the meaning this creates for all parties involved, is overlooked. For...