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How can you use neuroscience to influence your clients?

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As a business coach, you want to help your clients achieve their goals, overcome their challenges, and grow their potential. But how can you do that effectively and ethically? One way is to use neuroscience to influence your clients in positive ways. Neuroscience is the study of how the brain and nervous system work, and how they affect our behavior, emotions, and cognition. In this article, you will learn how to use some neuroscience-based techniques to enhance your coaching practice and help your clients make better decisions, change their habits, and boost their performance.

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1 The SCARF model

One of the most popular and practical neuroscience models for coaching is the SCARF model, developed by Dr. David Rock. SCARF stands for Status, Certainty, Autonomy, Relatedness, and Fairness. These are five domains that the brain perceives as either threats or rewards, and that influence our motivation, engagement, and collaboration. As a coach, you can use the SCARF model to understand your clients' needs and preferences, and to design coaching interventions that reduce their threat responses and increase their reward responses. For example, you can increase their status by acknowledging their achievements, increase their certainty by setting clear goals and expectations, increase their autonomy by giving them choices and options, increase their relatedness by building rapport and trust, and increase their fairness by being transparent and respectful.

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2 The AGES model

Another useful neuroscience model for coaching is the AGES model, developed by Dr. Josh Davis and his colleagues. AGES stands for Attention, Generation, Emotion, and Spacing. These are four factors that enhance the brain's ability to learn, remember, and apply new information. As a coach, you can use the AGES model to create optimal learning conditions for your clients, and to help them retain and transfer their insights and skills. For example, you can increase their attention by focusing on one topic at a time, increase their generation by asking them to create their own examples and solutions, increase their emotion by connecting the learning to their values and goals, and increase their spacing by revisiting the learning after a period of time.

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Nivedita Das Narayan

PCC (ICF), CPC (ICA), Leadership and Executive Coach. Mentor. Writer. Columnist at The Hindu
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The AGES model could very well serve a incisive role right at the time of identifying and setting goals that a Coachee wishes to address in their coaching journey. E.g. paying attention to each goal that is identified - and the Why / the emotion behind that goal, generating ideas around the many How’s -habits, cues, actions- that will need to be developed and practiced to start the work, the practice towards the goal and utilising the Spacing between coaching sessions to apply, demonstrate, practice, and experience how the action manifests in real life situations.

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3 The RAIN technique

A third neuroscience technique that you can use as a coach is the RAIN technique, developed by Dr. Tara Brach. RAIN stands for Recognize, Allow, Investigate, and Nurture. It is a mindfulness practice that helps people deal with difficult emotions and thoughts, and cultivate self-compassion and acceptance. As a coach, you can use the RAIN technique to help your clients cope with stress, anxiety, fear, anger, or any other negative emotion that may hinder their progress or well-being. For example, you can guide them to recognize what they are feeling and name it, allow it to be there without judging or resisting it, investigate it with curiosity and kindness, and nurture themselves with soothing words or gestures.

Using neuroscience to influence your clients is not about manipulating or controlling them, but about empowering and supporting them. By applying these techniques, you can help your clients unlock their brain's potential, overcome their barriers, and achieve their desired outcomes.

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Nivedita Das Narayan

PCC (ICF), CPC (ICA), Leadership and Executive Coach. Mentor. Writer. Columnist at The Hindu
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The RAIN model can be effective in recognising and reframing limiting beliefs and deeper underlying values that may have defined several actions and life decisions of the Coachee in their past that have led to dissonance and dysfunctional phases in life.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use neuroscience to influence your clients?

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1 The SCARF model

2 The AGES model

3 The RAIN technique

4 Here’s what else to consider

Business Coaching

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How can you use neuroscience to influence your clients?

1

2

3

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1 The SCARF model

2 The AGES model

3 The RAIN technique

4 Here’s what else to consider

Business Coaching

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