What is coaching?

Coaching is a tool to optimize your personal and professional potential.


Coaching involves asking questions to help you find solutions to what you want to change.

Coaching gives you more perspectives and thus more ways to choose to achieve exactly what you want.


Coaching gives you the motivation to change what you want.


Everyone has the benefit of coaching

ANA coaching leaders in their leadership and continuous change work, the uncomfortable conversation, the motivational conversation, valuation work or whatever the leader needs.


ANA coaching employees to find motivation and motivation. Either individually or in groups.


ANA is also for individuals who want to find solutions to a problem or do what is good even better. Go from Good to Great. It can, for example, be about decisive life choices, career steps or getting new habits.


The International Coach Federation (ICF) Definition of Coaching

“ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.”


What does it mean to be an ICF Certified Coach?

About ICF

The International Coach Federation (ICF) is the leading global organization dedicated to advancing the coaching profession by setting high standards, providing independent certification and building a worldwide network of trained coaching professionals.


As the world’s largest organization of professionally trained coaches, ICF confers instant credibility upon its members. ICF is also committed to connecting member coaches with the tools and resources they need to succeed in their careers.


ICF offers the only globally recognized, independent credentialing program for coach practitioners. ICF Credentials are awarded to professional coaches who have met stringent education and experience requirements and have demonstrated a thorough understanding of the coaching competencies that set the standard in the profession. Achieving credentials through ICF signifies a coach’s commitment to integrity, understanding and mastery of coaching skills, and dedication to clients.


ICF also accredits programs that deliver coach-specific training. ICF-accredited training programs must complete a rigorous review process and demonstrate that their curriculum aligns with the ICF Core Competencies and Code of Ethics.


Today, ICF is specifically recognized among coaching professionals worldwide for:

  • Developing coaching core competencies

  • Establishing a professional code of ethics and standards

  • Creating an internationally recognized credentialing program

  • Setting guidelines through accreditation for coach-specific training programs

  • Providing continuous education through world-class events, Communities of Practice (CPs) and archived learning.


Vision Statement

Coaching is an integral part of a thriving society and every ICF Member represents the highest quality of professional coaching.



ICF exists to lead the global advancement of the coaching profession.


Core Values

We are committed to reliability, openness, acceptance and congruence and consider all parts of the ICF community mutually accountable to uphold the following values:

  1. Integrity: We uphold the highest standards both for the coaching profession and our organization.

  2. Excellence: We set and demonstrate standards of excellence for professional coaching quality, qualification and competence.

  3. Collaboration: We value the social connection and community building that occurs through collaborative partnership and co-created achievement.

  4. Respect: We are inclusive and value the diversity and richness of our global stakeholders. We put people first, without compromising standards, policies and quality.

Reference: International Coach Federation ICF

Contact Us

ANA A New Approach Consulting and Coaching Company Limited
A company based on international expertise within consulting and coaching

324/416-417 Lumpini Park Rattanatibeth Building C Floor 23

MRT Purple Line, Bang Krasor Station, Rattanatibeth Rd, Mueang, Nonthaburi  11000, Thailand

Tel. +669-7165-1583 (English and Swedish speaker)


Tel. +668-2874-4645 (Thai speaker)


© 2019 by ANA - A New Approach, Consulting and Coaching

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