Cognitive coaching aims to develop capacity. There is a great analogy here: when a container is full it cannot hold more, but building capacity is about increasing the size of the container. People's beliefs, values, capacities and behaviors are always congruent with their sense of identify, so if coaching can provoke a change in the sense of identity, it can also lead to a change in capacity and behavior. A coach can pose questions in such as way as to help the coachee self-assess, analyze a problem and develop his or her own problem solving strategies, and in this way a coach can strive to enhance behavior by impacting the quality of the thinking process.
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