ABSTRACT
All approaches to coaching make explicit or implicit assumptions about human beings. The concept of attitude is at the core of the Rational Emotive Behavioural Coaching (REBC) view about how people function in the world. REBC theory makes a distinction between flexible and non-extreme attitudes and those that are rigid and extreme. This chapter argues that attitude is at the heart of human experience. However, it would be exaggerating to say that a person's attitude is the only thing that matters; other modalities of human functioning are important and need to be considered in coaching. Not only should new ways of thinking and acting occur together, but coachees must learn that the practice of this pairing needs to be made repeatedly over time to allow emotional change to take place. On the other hand, with the ignition of behaviour, cognition will then spark emotions into life.
