Trust: The Ultimate Coaching Currency

A penny with the word trust in focus — Trust: More than just a penny for your thoughts.

Trust isn’t just a “nice to have” in coaching—it’s the currency that makes real transformation possible. Without it, coaching is just small talk with a price tag. But when trust is strong? That’s when the real magic happens. That’s when clients lean in, open up, and actually transform instead of just nodding along.

The International Coaching Federation (ICF) makes it clear: trust isn’t just a warm, fuzzy feeling—it’s an ethical must. Coaches are expected to act with integrity, protect confidentiality, and create a psychologically safe space. In other words, trust isn’t just about what you say—it’s about how you show up, session after session.

But what does that actually look like in the real world? Let’s take a look at a coaching scenario where trust is broken, and explore three simple-not-easy ways to ensure you are building trust in your coaching.

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