Coaching With Integrity: Why ICF Standards Matter More Than Ever

In a world where anyone can call themselves a coach, standards matter.

Coaching is an unregulated industry.  There are no formal barriers to entry, no central licensing authority, and little accountability unless a coach voluntarily chooses to uphold professional standards.  This flexibility has its upsides; it allows for diversity in styles, backgrounds, and methods, but it also opens the door to inconsistency, confusion, and in some cases, harm.

At True North Executive Coaching & Leadership, we believe coaching should be as trusted and respected as any other profession rooted in human development.  That trust begins with ethical accountability.

That's why we're proud members of the International Coaching Federation (ICF), the leading global organisation for professional coaching.  ICF accreditation isn't just a line in our bios; it's the foundation of how we show up.

Why ICF Standards Matter

The ICF sets rigorous standards for training, credentialing, and ongoing development.  More importantly, it holds its members to a Code of Ethics that guides how we engage with clients, maintain confidentiality, set boundaries, and stay in integrity.

For clients, that means:

• A clear coaching agreement.  Expectations, roles, and boundaries are laid out from the start

• Confidentiality.  What's said in coaching stays in coaching

• Respect for autonomy.  Coaches don't tell you what to do.  We help you think more clearly so you can decide for yourself

• No hidden agendas.  Our only goal is your growth, not our ego.

In short: professional coaching, done right, is built on trust.  And trust demands more than good vibes and inspirational quotes.

Why This Matters Now

In today’s leadership climate, where burnout is high, clarity is low, and complexity is everywhere, more leaders are turning to coaches for support.  And rightly so.  But not all coaches are created equal.

The best coaching partnerships are those where both parties feel safe, respected, and aligned on purpose. That kind of relationship doesn’t just happen, it’s designed, upheld, and protected by ethical practice.

The ICF Code of Ethics gives both coach and client a framework to work within, making it easier to:

• Set meaningful goals

• Navigate difficult conversations

• Stay focused in the face of change

• Know when coaching ends and something else (like therapy or consulting) should begin

Coaching With Integrity

At True North ECL, I don’t believe in cutting corners.  I don’t believe in performative coaching.  And we certainly don’t believe in telling clients what they want to hear just to win business.

We believe in showing up fully, listening deeply, asking powerful questions, and holding space with clarity and care.  And we believe the ICF Code of Ethics helps us do that.

If you’re a leader seeking coaching, ask your coach if they’re ICF-trained or credentialed.  If they are, great—you’re starting from a foundation of trust.  If they aren’t, ask how they hold themselves accountable to ethical practice.

Coaching isn't just about helping people feel better. It's about helping people lead better; with clarity, courage, and character.

Further Reading: ICF Code of Ethics

About True North Executive Coaching & Leadership:  We help purpose-driven leaders navigate complexity, lead with integrity, and unlock the potential in themselves and their teams.  We do it through real conversations, grounded frameworks, and a commitment to coaching with clarity, care, and ethical accountability.