“What would you like to talk about today?”
If we were to analyse the opening question most coaches ask at the start of a session, this would likely be the winner. It’s natural, it feels conversational, and it invites the client to share what’s on their mind.
But here’s the thing — asking about a topic is not the same as establishing a coaching session goal.
In this article, we are going to explore the crucial difference between topics and goals in coaching sessions, why this distinction matters for both coach and client, and how to help clients define clear session outcomes that align with ICF competency standards.
The Difference Between a Topic and a Goal
Let’s have a look at what typically happens in coaching sessions:
Topic-focused approach:
- Client: “I want to talk about my difficult relationship with my manager.”
- Coach: “Tell me more about that.”
Goal-focused approach:
- Client: “I want to talk about my difficult relationship with my manager.”
- Coach: “What would you like to get by the end of our session regarding this relationship?”
- Client: “I’d like to have a plan for how to approach our next one-to-one meeting.”
The difference is clear. A topic is what you discuss. A goal is what you want to achieve through that discussion.
According to ICF Core Competency 3 (Establishes and Maintains Agreements), coaches need to “establish specific outcomes or goals for each session.” This isn’t just about programme goals or long-term objectives — it’s about what the client wants to accomplish in the next 45-60 minutes.
Why Session Goals Matter for Coach and Client
For the Client
When clients have a clear session goal, several things happen:
Focus increases dramatically. Rather than wandering through various aspects of a topic, the conversation has direction. The client knows where they’re heading.
Ownership strengthens. Setting a goal puts the client in the driver’s seat of their session. They become responsible for achieving something specific.
Value becomes measurable. At the end of the session, both coach and client can assess whether the goal was met. This creates a sense of accomplishment and progress.
For the Coach
Session goals provide essential structure for coaching conversations:
Questions become more purposeful. When you know what the client wants to achieve, your questions can be more targeted and effective.
Time management improves. You can gauge progress towards the goal and ensure the session stays on track.
ICF competency alignment happens naturally. Establishing clear session agreements demonstrates mastery of competency 3.
What Happens When There Are No Clear Goals
We see this regularly in the coaching sessions we observe during our mentor coaching work. Without session goals, several problems emerge:
Conversations meander. The client talks about their manager, then their workload, then their team, then back to their manager. The coach follows along but the session lacks direction.
Value becomes unclear. At the end of 45 minutes, both coach and client feel like they’ve had a good conversation, but neither can articulate what was actually accomplished.
Progress is difficult to measure. How do you know if a session was successful if you never defined what success looked like?
The client’s agenda gets lost. Without a clear goal, the coach might inadvertently steer the conversation based on their own curiosity rather than the client’s needs.
Helping Clients Define Session Goals
The key here is to support clients in moving from topic identification to goal articulation. Here are specific questions you can use:
When the Client Shares a Topic
Instead of diving straight into exploration, pause and ask:
- “What would you like to get by the end of our session regarding this?”
- “What outcome are you hoping for from our conversation about this today?”
- “If this session goes well, what will be different for you when we finish?”
- “What would make this session valuable for you?”
When the Client Struggles to Define a Goal
Some clients find it challenging to articulate what they want from a session. This is where your coaching skills become particularly important:
Start with the end in mind:
- “Imagine it’s the end of our session and you’re walking away feeling really satisfied. What just happened?”
- “What would need to be different at the end of this conversation for you to feel this time was well spent?”
Focus on the desired shift:
- “What’s the shift you’re looking for today?”
- “How would you like to be thinking or feeling about this topic when we finish?”
Make it concrete:
- “What’s one thing you’d like to have clarity on?”
- “What decision would you like to make progress on?”
- “What action would you like to feel confident about taking?”
Establishing Measures of Success
Once you’ve helped the client identify their session goal, the next step is defining what success looks like. This is where many coaches miss an opportunity.
Ask about measures of success:
- “How will we know when you’ve achieved that?”
- “What will success look like for this goal?”
- “On a scale of 1-10, where are you now with this, and where would you like to be by the end of our session?”
If a client struggles to identify success measures, try these approaches:
Use scaling:
- “If we put this on a scale of 1-10, where 1 is completely unclear and 10 is crystal clear, where are you now and where would you like to get to today?”
Focus on feeling states:
- “How do you want to feel about this topic when we finish our conversation?”
- “What would confidence look like for you regarding this situation?”
Make it specific:
- “What’s one insight that would make this session worthwhile?”
- “What’s one step forward you’d like to have identified?”
Practical Session Opening Structure
Here’s a simple structure you can use to establish both topic and goal at the beginning of sessions:
- Identify the topic: “What would you like to focus on today?”
- Establish the goal: “What would you like to get by the end of our session regarding this?”
- Define success measures: “How will we know when you’ve achieved that?”
- Confirm the agreement: “So we’re focusing on [topic] with the goal of [specific outcome], and success will look like [measure]. Does that feel right?”
Example:
- Topic: “My presentation to the board next week”
- Goal: “I want to feel confident and prepared”
- Success measure: “I’ll have a clear structure for my presentation and feel at least 7 out of 10 confident about delivering it”
Remember: Goals Can Evolve
It’s important to note that session goals aren’t contracts set in stone. As the conversation progresses, the client might realise they want to focus on something different. That’s perfectly fine.
The key is to maintain awareness of the goal throughout the session:
- “We started with the goal of [X]. Is that still what you’d like to focus on?”
- “I notice we’ve moved into [new area]. Is this where you want to spend our remaining time?”
- “How are we doing with your original goal? Do you want to adjust it?”
What the ICF says about goals
ICF Core Competency 3 specifically requires coaches to “establish specific outcomes or goals for each session” and “partner with the client to clarify what is and is not the responsibility of each party.”
This isn’t just about programme-level goal setting. It’s about creating clear, specific agreements for each individual session.
When you establish session goals, you’re demonstrating several ICF competencies simultaneously:
- Competency 3: Establishes and Maintains Agreements
- Competency 4: Cultivates Trust and Safety (by clarifying expectations)
- Competency 5: Maintains Presence (by staying focused on the client’s stated goal)
Shift From Topic To Goal
The next time a client says, “I want to talk about my difficult manager,” pause before diving into exploration.
Ask: “What would you like to get by the end of our session regarding this relationship?”
Then ask: “How will we know when you’ve achieved that?”
This simple shift from topic to goal will transform the quality and effectiveness of your coaching sessions.
Your clients will leave with a sense of accomplishment. You’ll feel more confident about the value you’ve provided. And you’ll be demonstrating the professional standards that distinguish coaching from casual conversation.
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Photo credit: Markus Spiske via Unsplash
