TA2 finds life coaching better by design : One‐to‐one sessions improve performance

Purpose – The purpose of this paper is to detail the ways in which life coaching helped the owner of a UK agency specialising in helping production companies to provide campaigns for their clients to perform more efficiently and gain greater enjoyment from his work. Design/methdology/approach – Presents the viewpoints of both the agency owner and of the life coach. Findings – Reveals that the coaching, delivered by Life Goal, helped the owner of TA2 to see his overall business proposition more clearly. It benefited both his business and his well being. Practical implications – Explains how life coaching can help people to understand the way they think, and to turn negative thinking into positive. Originality/value – Highlights the benefits of coaching, particularly for sole traders who often get so involved in running the business that they find it difficult to see the bigger picture.