Coaching is essentially about behavior change. Cognitive
dissonance is central to many forms of persuasion to change beliefs, values,
attitudes and behaviors. The tension can be injected suddenly or allowed to
build up over time. People can be moved in many small jumps or one large one.
Dissonance forces us to move from the current state, whether through changed
behavior, or change in beliefs. Because of this, dissonance becomes a powerful
motivator for change. Leadership coaches both impact dissonance (through
feedback we cause dissonance to occur) and are impacted by dissonance (the
resolution of dissonance may further encourage the behavior). As coaches, we
must be constantly aware of the impact of dissonance on an individual’s desire
and ability to change.
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