If you believe in the ICF approach to coaching, then you probably also agree that client empowerment is a top priority. Coaches may empower clients in many ways, including using a style of speech that is inviting rather than persuasive or directive. Invitation is inherently empowering because it makes no attempt to think or act for another person, and instead projects trust in another’s competence. Coaches who use invitation are consistently sending their clients the message, “You are in charge, and I trust you to find your own best awareness and answers.”
Persuasion, by contrast, is disempowering because it involves leading others to a belief, decision or action that is not of their design. If a coach persuades a client to take a course of action, even a helpful one, it’s hard to imagine that client feeling a greater sense of personal power as a result of that experience.