An effective coach will enhance an individual's personal effectiveness within the context of the organisation's objectives, much like the director of a play. The organisation sets the script, in the form of strategy and objectives that the manager must deliver. His/her ability to achieve the objectives in a manner congruent with the culture of the organisation depends on an accurate interpretation of the script, combined with the skills to communicate and act on its message.

The role of the coach, working within the organisational objectives, is to challenge the coachee's current thinking, thereby enabling him/her to access new ideas, values and beliefs, and form more congruent, effective responses to a given situation or performance demand. The coach should be drawing on a wide range of professional management skills, as well as cognitive and creative thinking tools and techniques, to enhance the coachee's performance potential.

As coachees gain increased self-awareness and develop more of the Management Arts skills, they will grow in confidence and the ability to offer similar development support to the people they manage.