The ultimate end: an exploration of the perspective of two stakeholder groups on the moral purpose of coaching

Abstract

This study explores the moral purpose (telos) of coaching. Whilst much has been written about outcomes-based or instrumental purposes of coaching, there is little understanding of the ultimate end or moral purpose of coaching. What is the ultimate ‘good’ that we aim to achieve as coaches? This research contributes to the continuing debate regarding the status of coaching as a profession and where there is a gap in the literature on moral purpose. Thirteen experienced coaches and eleven clients were interviewed as key stakeholders in coaching practice to determine their understanding of the moral purpose of coaching in the context of the workplace. Data was analysed using reflexive thematic analysis. The moral purpose of coaching was found to be the flourishing of the client through the development of self-awareness, identity and agency. These were found to link to two instrumental and subsidiary purposes which are ‘outcome’ and ‘movement’. The paper proposes a conceptual model for further testing and professional reflection.

Keywords

• moral purpose
• coaching
• flourishing
• virtue ethics
• telos