Presented by Tatiana Bachkirova.

Coaching as an industry appears to be developing much faster than coaching as a discipline. One consequence of this discrepancy is a surge of what I refer to as "popularism" in the current practice and discourses of coaching - a flood of 'beautiful' Ideas and popular concepts that are overemphasized and overused to the extent of becoming clichés devoid of substantive meaning. Some of these ideas, if accepted uncritically, can even be harmful for our clients. We will discuss the shadow sides of the three ‘beautiful’ ideas and consider some ways of mitigating unwanted influences.


Tatiana Bachkirova is Professor of Coaching Psychology and Director of the International Centre for Coaching and Mentoring Studies at Oxford Brookes University, UK. As an academic she is known for supervising a large number of PhD students. As a practitioner she supervises many coaches and developing new supervisors through the internationally renowned programme of Advanced Study in Coaching Supervision. As an active researcher she published many research articles, book chapters and books, including the Complete Handbook of Coaching (2010 and 2014), Coaching and Mentoring Supervision: Theory and Practice (2011), Developmental Coaching: Working with the Self (2011) and The SAGE Handbook of Coaching (2017). As the result of all the above Tatiana is a recognised author, international speaker and holder of various awards.

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