Mastering the Art of Powerful Questions in Coaching
Feb 19, 2025Great coaching isn’t about having all the answers—it’s about asking the right questions. The shift from WHY to WHAT is a subtle but powerful skill that distinguishes credentialed coaches from those still developing their craft.
At the ICF credentialing level, mastery of ICF Core Competencies—such as Evoking Awareness, Active Listening, and Powerful Questioning—requires the ability to ask questions that expand the client’s thinking, rather than limit it. But how do you consistently integrate this skill into your coaching sessions?
That’s where our Coach Credential Prep Course comes in. Designed for coaches working toward PCC and MCC credentials, this program provides live practice, targeted feedback, and mentor-level insights to help you refine your questioning techniques and meet ICF standards with confidence.
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WHAT vs WHY
We want to avoid WHY questions in coaching because when you ask somebody WHY they did something they tend to defend their behaviors or perspectives. WHY takes the client ‘back in time’ whereas a WHAT question tends to move them toward the future. WHAT also drives insight, as it prompts the client to think more about the situation at hand, and to re-assess his or her decisions.
Also, when we ask WHY in response to problems or challenges, the client’s explanation can solidify the rationale for the problem and nudges them further into their current ‘perspective’ which has them stuck or is making the situation a problem for the client, unintentionally encouraging the problem to gain more power. When the coach asks a WHY question the client shifts from exploring for their own reflection and benefit to explaining their position for the understanding of the coach which can limit the opportunity for awareness.
For change to occur, we need to shift our focus from the WHYs to the WHATs—to what we need to change and how we can change it.
While one or two WHY questions aren’t fatal, used too often it can make people feel like their motives are being questioned, which provokes defensive feelings. None of us likes to endlessly justify our emotions or actions.
The only powerful WHY question is the one a coach never asks
Why is the client telling me this? What makes this a problem for this person?
This invites us to coach the person vs the story. It also helps us to meet the following core competencies:
- Establishing the Coaching Agreement
Coach explores what is important or meaningful to the client about what s/he wants to accomplish in the session. - Coaching Presence
Coach acts in response to both to the whole person of the client and what the client wants to accomplish in the session.
- Active listening
Coach inquires about or explores the client’s behaviors.
Coach’s questions and observations are customized by using what the coach has learned about who the client is and the client’s situation.
Coach inquires about or explores how the client perceives his/her world.
- Powerful Questioning
Coach asks powerful questions about the client; his/her way of thinking, assumptions, beliefs, values, needs, wants, etc. - Direct Communication
Coach invites client to state and/or explore his/her learning in the session about himself/herself (the who).
WHAT vs HOW
Coaches often wonder why the WHAT question is preferable to a HOW question. If you ask a HOW question it usually goes to methodology. It doesn't usually go to thinking. WHAT goes to thinking or reflection. HOW goes to method and is best used when designing actions.
Resources
http://keithrosen.com/2011/11/10-coaching-questions-that-work-in-any-conversation
https://coactive.com/docs/resources/toolkit/pdfs/31-Powerful-Questions.pdf
