The Approach
Cognitive Behavioural Coaching and therapy
CBC is an evidence-based coaching method that brings the rigour of cognitive and behavioural science to the questions you actually face at work — performance, decisions, confidence, change, and the way you lead under pressure.
CBT therapy is the recommended treatment for anxiety disorders, depression, sleep and alcohol problems in the UK clinical guidelines. Both approaches are structured, time-limited and focussed on your goals.
In short
What CBC is
Cognitive Behavioural Coaching draws on the same psychological science that underpins CBT, ACT and behavioural change, applied to non-clinical goals. It is structured, collaborative and practical — designed to produce specific, measurable change in how you think, feel and act in the situations that matter to you.
Unlike open-ended coaching, CBC explicitly works with the cognitive habits — the assumptions, rules and self-talk — that quietly shape your performance. We identify what is getting in the way, test it, and build new patterns that hold up under real-world conditions.
How it works
A clear, four-part framework.
01
Formulation
We map the situation, the goal, and the cognitive and behavioural patterns that sit between them.
02
Insight
Together we surface the assumptions, rules and habits that are quietly shaping the outcome.
03
Experiment
We plan and design small, real-world experiments to test new ways of behaving, whilst working on proven techniques to gain control of and change unhelpful thinking.
04
Embed
We refine what works, build it into your week, and measure progress against what matters to you.
Who it's for
People who want change — and want to understand it.
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Senior professionals navigating a step change in scope, role or visibility.
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Founders and partners managing relentless cognitive load and decision-fatigue.
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High performers who feel stuck, plateaued or quietly losing meaning at work.
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Leaders preparing for a high-stakes pitch, board appointment or career transition.
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Clinicians, lawyers and consultants who think analytically and want a method that respects that.
Therapy or coaching?
A short distinction.
Therapy
For clinical difficulties
If you're experiencing anxiety, low mood, trauma, burnout, relational difficulty or a sense that something isn't right — therapy is the appropriate space, regulated and evidence-based, to work through it.
Coaching
For non-clinical goals
If you're broadly well but want to perform, decide, lead or live with more clarity, coaching gives you the structure and challenge to make that change deliberate.
Not sure which fits? An initial consultation will clarify the right starting point — and it's perfectly common to move between the two over time.