Discover a useful model of how the human mind works and why people are so resistant to change.

See how this concept of mind helps you understand more about your life history.

Select from a range of effective ways to make deep, lasting change in your beliefs and attitudes if you choose to.

Understand the very real limitations on how much change can be achieved through coaching.

Know why the associate’s co-operation is essential for any success.

Adjust your expectations to the reality of the time and incremental change necessary to achieve growth.

Commit to a long-term process of coaching, rather than sporadic hit-and-miss sessions.

Accept that accountability runs both ways: associates hold their leaders just as accountable as the leaders do their associates.

Recognise that double standards for what is acceptable behaviour does not remain hidden, fools no one and is utterly destructive.

Apply accountability in both directions through the organisation - both down and up.

Use one standard and scrupulously avoid double standards of behaviour.