Coaching is a professional, forward-looking partnership designed to support individuals in achieving their goals, deepening self-awareness, and enhancing personal and professional effectiveness. It is based on the belief that clients are creative, resourceful, and whole—and capable of discovering their own answers with the right support.

Coaching is:

• A thought-provoking and creative process that inspires growth

• Focused on the present and future, not the past

• Centered on empowering the client to discover their own path

• A collaborative, equal partnership between coach and client

• Driven by powerful questions, deep listening, and accountability

Coaching is not therapy, teaching, or mentoring.  Coaching does not fix, teach, or tell—it evokes, supports, and challenges. It’s about tapping into your potential and expanding your capacity to lead, decide, relate, and thrive.

Unlike therapy, which often focuses on healing emotional wounds or addressing mental health concerns, coaching is not about treating the past. Therapy typically involves a licensed clinician helping a client understand and process psychological pain, trauma, or dysfunction. Coaching, by contrast, is oriented toward the present and the future. It supports mentally healthy individuals who are looking to grow, lead more effectively, navigate transitions, or pursue meaningful goals.
 
Why Credentials Matter:
All SBT coaches are ICF or equivalent certified.  Because coaching is an unregulated industry, anyone can call themselves a coach—regardless of training, ethics, or experience. That’s why credentials and professional standards matter.

The International Coaching Federation (ICF) is the world’s leading body for coaching excellence. Coaches certified by the ICF have undergone rigorous training, demonstrated professional competencies through real-world coaching, and committed to a clear code of ethics. They are trained in evidence-based coaching frameworks, active listening, powerful questioning, and accountability—all essential for delivering high-impact coaching experiences.

Working with an ICF-certified coach ensures you're partnering with someone who:

• Has received formal, comprehensive training from an accredited program

• Upholds high ethical standards and confidentiality

• Is committed to ongoing professional development and reflective practice

• Centers the client—not themselves—as the expert in the coaching conversation

Simply put, certification is a quality control mechanism. It protects the integrity of the coaching profession and ensures clients receive effective, ethical, and impactful support.