This chapter aims to outline the foundations of cognitive-emotive-behavioural coaching (CEBC). It reviews how CEBC makes use of the concept of flexibility and is itself a flexible approach to coaching. The chapter considers the concept of pluralism and discusses how it can inform and enrich the practice of cognitive-emotive-behavioural coaching. It considers the terms "cognition", "behavior" and "emotion" in relation to their importance in coaching. The chapter focuses on what "healthy" and "unhealthy" mean as applied to each of these three terms. It offers a CEBC-based framework for psychological health and flourishing that can be used to inform people's work with their coachee. The most traditional approach to helping coachees deal with their emotional pain in emotional problem-focused cognitive-emotive-behavioural coaching (EPF-CEBC) is to encourage them to change the distorted cognitions and dysfunctional behaviours that are related to their emotional pain.