One major challenge is that, for the coaching process to go where it needs to go, the executive’s trust in the coach involves ceding control. The other kind of trust is relational trust. It’s up to the coach to initiate trust in the coaching relationship, and this requires at least a preliminary understanding of the executive. Northern Europeans and Americans look more for cognitive than relational trust. But even in cognitive-trust-oriented cultures and individuals, some degree of relational trust usually plays a part.

Source: Forbes May 02, 2019 12:00 UTC