Different Types of Coaching

Not all coaching is created equal. In fact, what most people call “coaching” is really just one version of a broader toolkit.

In a recent conversation, Berman Leadership founder Bill Berman explained:

“What we call coaching is actually just one of two different types of coaching out there.”

The first—and most familiar—is ICF-style coaching. This approach is rooted in facilitation. The coach’s role is to help the client uncover their own answers, set their own goals, and determine their own path forward. It’s non-directive, which means the coach doesn’t offer solutions—they hold space for the client to find them.

Then there’s performance coaching, also known as high-performance coaching. You see this approach in sports, performing arts, finance, and other high-stakes arenas. In this model, the coach takes a more hands-on role, combining:

  • Skill development – Helping the individual improve specific capabilities
  • Motivational support – Pushing them beyond perceived limits to achieve more than they thought possible

This type of coaching isn’t about drawing answers out—it’s about raising the bar.

At Berman Leadership, we believe both styles have their place. The key is knowing when to facilitate, when to guide, and how to meet leaders where they are.

Because sometimes coaching means listening. And sometimes it means pushing.
Learn how we help leaders grow with the right kind of support:
https://bermanleadership.com/our-approach

Experience the Berman Leadership difference.

Berman Leadership Development
Privacy Overview

Effective Date: June 3, 2025

At Berman Leadership Development, we are committed to protecting your privacy and ensuring transparency in how we handle your personal information. This Privacy Overview provides a summary of how we collect, use, store, and protect your data.

What We Collect:

  • Personal data you provide directly (e.g., name, email, company name, job title, address, phone number)
  • Information collected automatically via cookies (e.g., IP address, device type, browsing behavior)
  • Data collected from third-party platforms if you engage with us through social media or integrated tools (e.g., Zoom, MS Teams, LinkedIn, Calendly, Zoho)

Why We Collect It:

  • To provide coaching services and manage client relationships
  • To improve website performance and user experience
  • To send newsletters, updates, or marketing content (only with consent)

Your Rights:
Under GDPR and other international data laws, you have the right to:

  • Access your data
  • Correct inaccurate information
  • Request data deletion
  • Object to or limit processing
  • Withdraw consent at any time

For questions or to exercise your rights, contact us at info@bermanleadership.com.