Saving and serving as words have a lot of historical and mythological baggage that coaching does not have. Understanding these concepts more clearly can help us relate to coaching in a more useful manner. Here’s a short breakdown of these concepts and what kind of relationship they build:
| Verb | Typical phrase | Economic relationship | Attitude |
| to save | “When ___, then ___.” | unnecessary consumption constant dependence | helplessness occasionally manipulative |
| to serve | “Do what I pay you for.” “I do what I’m paid to do.” | purchase of product or service as needed paid employment regular customer | be useful honesty and respecting contracts |
| to coach | “What are the best steps forward?” “How do you want me to hold you responsible?” | coaching relationship for a few months creating capacity and independence | create time, space and responsibility Reflection and self-awareness |