Giuseppe Totino

Master Coach, Facilitator, Mediator, Trainer

Giuseppe is currently among the youngest to hold this credential worldwide. In 2019 and 2020, as a Subject Matter Expert, he was part of the Work Team that contributed to the update of the ICF Coaching Core Competencies and the Professional-level (PCC) Coaching Competency Markers. He has appeared in several ICF educational and promotional videos of the new Competencies. An ICF registered Mentor Coach, ICF Assessor, and Trainer of ICF Assessors worldwide; he regularly assesses ACC, PCC, and MCC Credentialing applications for the ICF.



How often have you heard that coaches should not share ideas, opinions, or give advice? What if that is not true?

Giuseppe Totino shared on Transformational Tuesdays how to communicate freely while staying aligned to the ICF Core Competencies!


How coaches evolved

  • Coaches cannot share advice or opinions. The job of coaches was to be present, ask questions, and listen. This is probably true in terms of our core for the mission to be present for the client.
  • Clients now expect to hear us, especially when they have a trust relationship with the coach. They want to hear what we see and our take on what they’re presenting.
  • The new competencies allow coaches to do more with their skills.
  • Communication is one of the most important assessment factors in the ICF competencies.

Coaching Evolution

  • In 1998, ICF introduced coaching competencies. In these competencies, Direct Competencies (Seventh) specified that coaches should have the ability to communicate effectively during coaching sessions and to use language that has the greatest positive impact on the client.
  • In 2019, these competencies got updated. And the seventh competency was dissolved.
  • The skill of communication or competence is being distributed in several other competencies. This is the recognition that communication is important at many levels.
  • It helps to build or cultivate trust and safety, to revoke awareness, and facilitate the client’s growth.
  • Now we are partnering with the clients to transform the clients. Evoking awareness is crucial in coaching. When we move our clients from where they are to where they want to be, we facilitate to create a new awareness.

How to communicate to evoke awareness?

  • Coach shares observations, insights, and feelings, without attachment that has the potential to create new learning for the client.
  • When a coach shares observation, insight, or feeling; it means something is coming up while observing the client. This is what communication is about.
  • We are telling our clients something that belongs to us as coaches. And often, our clients ask us to share whatever comes out within us.
  • So, this means we’re evolving. And we as coaches can share what we feel or observe. However, we have to do it in a specific way.
  • We have to do it without attachment. We share it as a gift.
  • In coaching, this way of communicating helps the client to find their own way.
  • We have to communicate in a way that has the potential to create new learning for the client. This is being responsive.

Key Ingredient

  • Being clear on the final product is the key ingredient to communication. We need to know where we are going with the client so that the communication helps the client to move.
  • We need to establish a clear and solid session agreement.
  • We all first need to master how to establish a solid session agreement.
  • The new competencies tell us in detail how to establish a coaching agreement.

See opportunities by practicing it

  • When we practice, we only have two possibilities. We never get it wrong. We either get it right or we learn from it.
  • Practice communicating without attachment to facilitate the learning for the client.

💎 Nuggets from Giuseppe Totino

  • Invite the client to choose whether or not this is the time for me (coach) to share.
  • Even if the client appreciates what we share, we should not forget that purpose of coaching is for their learning and not to follow us.
  • As a coach, providing the gift of awareness should come from our genuine intention to support our clients. It should not come from codependency or shine in terms of how beautiful our mind is.

🔥 “Try to practice as much as possible in the early days of your practice. See opportunities by practicing it.” – Giuseppe Totino

🎥 If you missed or want to rewatch our webinar with Giuseppe Totino on “Communication Skills for Coaches”, catch up now:

📣 A big shoutout to Giuseppe Totino for sharing amazing insights and valuable coaching tips on one of the most important ICF Competencies! ❤️

Don’t miss out on this one. Stay tuned for the next episode!


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