Most coaches today are looking to be a distinctive brand in the lives of their clients, and they are making efforts to make changes and leaps for their clients that make them in a better position than what they are today. Once life smiles at their clients in moments of excitement that motivate them to progress, conflicts and battles that take place both internally and externally overwhelm them. Amid these battles, conflict of thoughts, confusion of feelings, and behaviors change. Also, the smile fades away, enthusiasm extinguishes, decisions differ, and trends change. As a result, meaningful change often fails to occur as expected, and some clients remain trapped in focusing on what they don’t want, rather than on who they aspire to become. Similarly, this can happen to coaches themselves; becoming fixated on what they wish to avoid instead of actively pursuing what they want to achieve. In some cases, they may be operating far below their true potential, falling short of joining the ranks of top coaches worldwide. What happens is self-evident when we don't know "how did it happen?" and “why exactly did it happen?”

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