We have been led to believe by the behaviorist view that people will change if they are given the right incentives.

Neuroscience has the potential to confirm a basic coaching tenet: that what we choose to value makes a difference in how well we move through life.

the coach steadies the spotlight on the intended change, not by issuing orders but by asking questions

“What are you in this for?”

abated

mind: “a process that regulates the flow of energy and information”

the basal ganglia, functions exceedingly well without conscious thought, as long as what we are doing is a habitual, routine activity.

Coaches should help clients stretch themselves in order to produce more personal growth, but not so much that it leads to undue stress.

SOCIAL EMBEDDEDNESS