Association for Coaching UK annual conference, Edinburgh, 22 june, 2012 The only way we can bring about change in a client is by engaging with their brain – so we might as well do this on purpose, said clinical and organisational psychologist Professor Paul Brown. “Everything that happens has a neurochemical basis to it … Every time we engage with a client we engage with their brain, it’s the only way we can effect change. If that’s true, why don’t we do it deliberately? This extraordinary thing we call the self is modified,” he said. Brown said coaches don’t need to know everything...