We all do it. It’s that secret conversation where we admit to a colleague that we also give clients advice, regularly teach or train them, or even tell our own stories. How do we manage the balance between standard descriptions of coaching and what our clients are asking us for? How does an understanding of the brain help us expand what we do as coaches? How are we limiting ourselves and not offering everything we have when we refrain from these things? Why are we afraid to challenge the convention that is only 20 years old?