ABSTRACT
If we want to make the most impact as coaches we are well advised to focus on beliefs, or choices, or both as a matter of priority. People’s value is beliefs to which they have attached especial importance and significance; and the attachment of this importance and significance to them means that they affect us emotionally. Another way of expressing this is to say "a value is a belief in action"; in other words, because the belief is so important to us, it is one we tend to act on or actively seek out. So values and motivators have a synergistic relationship. And these values can be a positive or negative influence in the client's life and they can be creating momentum towards something that they want or away from something which they do not want. Of course, so far we have kept the belief/values that derive from the motivators closely aligned with the motivators' central definitions.
