We believe that coaching plays a critical role in driving performance improvement in leaders and organizations. We also believe that coaching is an awesome responsibility. Coaches enter engagements as experts and sometimes saviors. The organizations they work with have opened their doors, as well as their vulnerabilities and secrets. The coach gains privileged access to critical information relating to financial situations, career concerns, personal matters, strategies, anxieties and challenges. Organizations, careers and even lives are at stake.

We advocate for coaching that is done in the spirit of moral responsibility – responsibility that the people and organizations affected by our work deserve. In the words of Frances Hesselbein, a coach's primary responsibility is to "first do no harm."