The International Coaching Federation (ICF) defines a set of core values that guide the behavior, ethics, and professional standards of coaches worldwide. These values underpin the ICF Core Competencies, the ICF Code of Ethics, and the overall philosophy of professional coaching.

ICF Core Values

1. Integrity

We commit to professionalism, ethical conduct, and transparency in all interactions.

Key principles:

• Honesty in representation of coaching services
  
  

• Clear agreements and expectations with clients
  
  

• Upholding confidentiality
  
  

• Avoiding conflicts of interest
  
  

• Acting consistently with ethical guidelines
  
  

Signals of integrity:

• The coach keeps commitments.
  
  

• The coach communicates truthfully about capabilities.
  
  

• The coach protects client privacy and data.
  
  

2. Excellence

We set and demonstrate high standards of coaching quality and professionalism.

Key principles:

• Continuous learning and professional development
  
  

• Practicing reflective coaching
  
  

• Seeking supervision and mentoring
  
  

• Striving to improve coaching impact
  
  

Signals of excellence:

• Coaches pursue certifications and credentials.
  
  

• Coaches seek feedback and supervision.
  
  

• Coaches refine their coaching skills continuously.
  
  

3. Collaboration

We value partnership and co-creation in coaching and within the coaching community.

Key principles:

• Coaching as a partnership with the client
  
  

• Respect for diverse perspectives
  
  

• Working with other professionals when beneficial
  
  

• Contributing to the coaching profession
  
  

Signals of collaboration:

• The coach treats the client as naturally creative, resourceful, and whole.
  
  

• The coach encourages shared responsibility for outcomes.
  
  

• The coach builds networks and communities.
  
  

4. Respect

We value inclusion, dignity, and diversity in all relationships.

Key principles:

• Respecting the client’s autonomy
  
  

• Cultural awareness and sensitivity
  
  

• Honoring different values and beliefs
  
  

• Supporting psychological safety
  
  

Signals of respect:

• The coach does not impose their agenda.
  
  

• The coach recognizes cultural context.
  
  

• The coach creates a safe space for open exploration.
  
  

5. Equity

We commit to fairness and accessibility in the coaching profession.

Key principles:

• Expanding access to coaching
  
  

• Challenging systemic bias
  
  

• Supporting diversity in the profession
  
  

• Creating equitable opportunities
  
  

Signals of equity:

• Coaches reflect on their own biases.
  
  

• Coaches support inclusive coaching practices.
  
  

• Coaches advocate for broader access to coaching.
  
  

The Spirit Behind the Values

Together, these values create the foundation of professional coaching presence:

• Integrity → Trust
  
  

• Excellence → Mastery
  
  

• Collaboration → Partnership
  
  

• Respect → Psychological safety
  
  

• Equity → Inclusion
  
  

These values influence how coaches apply the ICF Core Competencies, especially in areas such as:

• Ethical practice
  
  

• Coaching mindset
  
  

• Cultivating trust and safety
  
  

• Maintaining presence
  
  

 One-line summary often used in training:

ICF coaches commit to integrity, pursue excellence, partner through collaboration, honor respect, and advance equity.

Below are 100 behavioural signals that demonstrate the core values of the International Coaching Federation (ICF) in coaching practice. These behaviours show how a coach embodies Integrity, Excellence, Collaboration, Respect, and Equity during real coaching engagements and align with the ICF Core Competencies and ICF Code of Ethics.

100 Behavioural Signals Demonstrating ICF Values

Integrity (Ethical and Professional Behaviour)

1. Clearly explains what coaching is and what it is not.
   
   

2. Establishes a transparent coaching agreement before starting.
   
   

3. Maintains strict client confidentiality.
   
   

4. Declares potential conflicts of interest immediately.
   
   

5. Refers clients to other professionals when issues fall outside coaching scope.
   
   

6. Avoids giving advice disguised as coaching.
   
   

7. Keeps promises and session commitments.
   
   

8. Admits when they do not know something.
   
   

9. Does not exaggerate qualifications or results.
   
   

10. Uses honest marketing and communication.
    
    

11. Protects client data and notes responsibly.
    
    

12. Ensures coaching goals are client-driven.
    
    

13. Maintains professional boundaries.
    
    

14. Does not manipulate clients emotionally.
    
    

15. Ensures clients give informed consent for coaching.
    
    

Excellence (Commitment to Mastery)

16. Seeks continuous professional development.
    
    

17. Reflects after sessions to improve practice.
    
    

18. Requests feedback from clients.
    
    

19. Engages in coaching supervision or mentoring.
    
    

20. Practices coaching skills regularly.
    
    

21. Studies psychology, behaviour, and leadership to deepen coaching capability.
    
    

22. Maintains awareness of personal biases.
    
    

23. Improves questioning skills over time.
    
    

24. Tracks coaching effectiveness and outcomes.
    
    

25. Maintains a growth mindset about coaching ability.
    
    

26. Prepares mentally before sessions.
    
    

27. Invests in professional certifications.
    
    

28. Observes experienced coaches to learn best practices.
    
    

29. Practices reflective journaling after sessions.
    
    

30. Adjusts coaching style to suit each client.
    
    

Collaboration (Partnership With Clients)

31. Treats the client as naturally capable and resourceful.
    
    

32. Co-creates session goals with the client.
    
    

33. Encourages shared responsibility for progress.
    
    

34. Builds trust through authentic connection.
    
    

35. Uses curiosity rather than authority.
    
    

36. Invites the client to shape the coaching process.
    
    

37. Encourages exploration of multiple perspectives.
    
    

38. Celebrates client insights rather than claiming credit.
    
    

39. Works with the client's pace rather than pushing outcomes.
    
    

40. Encourages experimentation and learning.
    
    

41. Asks permission before offering observations.
    
    

42. Co-designs actions rather than prescribing them.
    
    

43. Supports client ownership of decisions.
    
    

44. Invites feedback on the coaching relationship.
    
    

45. Adjusts approach based on client feedback.
    
    

Respect (Honouring the Client’s Autonomy)

46. Listens without interrupting.
    
    

47. Avoids imposing personal values on the client.
    
    

48. Demonstrates cultural awareness.
    
    

49. Allows silence for reflection.
    
    

50. Validates the client’s experience without judgment.
    
    

51. Acknowledges the client's emotions openly.
    
    

52. Maintains a non-judgmental tone.
    
    

53. Encourages clients to define success in their own terms.
    
    

54. Uses language that empowers the client.
    
    

55. Recognizes client strengths.
    
    

56. Respects the client's pace of growth.
    
    

57. Maintains psychological safety in conversation.
    
    

58. Avoids correcting or arguing with the client’s perspective.
    
    

59. Invites deeper exploration without pressure.
    
    

60. Shows genuine curiosity about the client's worldview.
    
    

Equity (Fairness, Inclusion and Awareness of Bias)

61. Reflects regularly on personal bias.
    
    

62. Demonstrates cultural humility.
    
    

63. Avoids assumptions about client background.
    
    

64. Uses inclusive language.
    
    

65. Seeks understanding of the client's social context.
    
    

66. Encourages diverse viewpoints.
    
    

67. Ensures coaching is accessible and welcoming.
    
    

68. Respects different communication styles.
    
    

69. Acknowledges systemic barriers affecting the client.
    
    

70. Creates space for all voices in group coaching.
    
    

71. Adjusts coaching methods to suit diverse needs.
    
    

72. Encourages self-advocacy in clients.
    
    

73. Challenges personal stereotypes.
    
    

74. Supports equitable participation in conversations.
    
    

75. Recognizes cultural influences on decision-making.
    
    

Presence and Trust (Embodiment of All Values)

76. Maintains full attention during sessions.
    
    

77. Demonstrates emotional attunement to the client.
    
    

78. Notices shifts in client energy.
    
    

79. Responds with empathy rather than judgment.
    
    

80. Uses powerful pauses and silence.
    
    

81. Reflects back key insights.
    
    

82. Encourages deeper self-awareness.
    
    

83. Asks open-ended questions.
    
    

84. Supports clients through difficult emotions.
    
    

85. Celebrates progress authentically.
    
    

Professional Contribution (Serving the Coaching Profession)

86. Contributes to the coaching community.
    
    

87. Shares knowledge with other coaches.
    
    

88. Mentors new coaches.
    
    

89. Supports ethical coaching standards.
    
    

90. Participates in professional coaching organizations such as the International Coaching Federation.
    
    

91. Advocates for the value of coaching.
    
    

92. Engages in ethical dialogue within the profession.
    
    

93. Upholds professional coaching standards publicly.
    
    

94. Helps maintain credibility of coaching as a discipline.
    
    

95. Demonstrates humility in professional interactions.
    
    

Client Empowerment Signals

96. Encourages clients to generate their own solutions.
    
    

97. Highlights client strengths and capabilities.
    
    

98. Supports sustainable change rather than quick fixes.
    
    

99. Helps clients expand their awareness and choices.
    
    

100. Leaves the client feeling empowered, responsible, and confident in their decisions.
     
     

 A useful summary for training or supervision:

A coach who embodies ICF values consistently demonstrates:

• Ethical integrity
  
  

• Commitment to mastery
  
  

• True partnership
  
  

• Deep respect
  
  

• Inclusive awareness
  
  

All five values show up through observable behaviours during coaching conversations.

If you'd like, I can also create:

• 100 behavioural signals specifically mapped to each of the 8 ICF Core Competencies
  
  

• 50 evaluator clues used in ICF ACC/PCC performance assessments
  
  

• A “mastery vs beginner coach” behaviour comparison list (very useful for coach training programs).
  
  

Below are 100 observable behaviours mapped to the 8 Core Competencies of the International Coaching Federation (ICF) based on the ICF Core Competencies.

These behaviours are signals assessors look for in recorded coaching sessions when evaluating ACC/PCC level performance.

100 Behaviours Mapped to the 8 ICF Core Competencies

1. Demonstrates Ethical Practice

1. Clearly explains what coaching is and is not.
   
   

2. Discusses confidentiality at the beginning of the engagement.
   
   

3. Ensures the client understands coaching boundaries.
   
   

4. Distinguishes coaching from consulting or mentoring.
   
   

5. Maintains professionalism throughout sessions.
   
   

6. Avoids imposing personal values.
   
   

7. Declares conflicts of interest if they arise.
   
   

8. Protects client information and session records.
   
   

9. Refers clients to other professionals when appropriate.
   
   

10. Operates consistently with the ICF Code of Ethics.
    
    

11. Maintains appropriate professional boundaries.
    
    

12. Gains client consent before sharing observations or feedback.
    
    

2. Embodies a Coaching Mindset

13. Demonstrates curiosity about the client’s thinking.
    
    

14. Reflects on personal bias during sessions.
    
    

15. Remains open to learning from the client.
    
    

16. Demonstrates humility about personal knowledge.
    
    

17. Maintains emotional self-regulation.
    
    

18. Engages in self-reflection after coaching sessions.
    
    

19. Seeks supervision or mentoring to improve coaching practice.
    
    

20. Practices self-awareness during coaching conversations.
    
    

21. Acknowledges personal assumptions internally.
    
    

22. Adapts approach based on the client’s needs.
    
    

23. Demonstrates genuine interest in the client’s growth.
    
    

24. Shows patience and trust in the client process.
    
    

3. Establishes and Maintains Agreements

25. Clarifies what the client wants to achieve in the session.
    
    

26. Defines a clear focus for each coaching session.
    
    

27. Confirms the client’s desired outcome.
    
    

28. Asks what success would look like for the session.
    
    

29. Checks whether the client wants exploration or action.
    
    

30. Ensures alignment on coaching objectives.
    
    

31. Revisits the agreement if the conversation shifts.
    
    

32. Confirms the client’s expectations for the session.
    
    

33. Establishes roles and responsibilities in coaching.
    
    

34. Encourages client ownership of the agenda.
    
    

35. Checks if the agreed topic is still relevant.
    
    

36. Ends the session by reviewing agreed actions.
    
    

4. Cultivates Trust and Safety

37. Demonstrates genuine care for the client.
    
    

38. Maintains a calm and supportive tone.
    
    

39. Encourages open and honest expression.
    
    

40. Acknowledges the client’s emotions.
    
    

41. Shows empathy during difficult discussions.
    
    

42. Creates an environment of non-judgment.
    
    

43. Normalizes uncertainty or vulnerability.
    
    

44. Validates the client’s experiences.
    
    

45. Respects the client’s pace of exploration.
    
    

46. Encourages authentic expression.
    
    

47. Maintains confidentiality consistently.
    
    

48. Celebrates client progress and insights.
    
    

5. Maintains Presence

49. Demonstrates full attention to the client.
    
    

50. Avoids distractions during sessions.
    
    

51. Responds to the client’s emotional cues.
    
    

52. Adjusts coaching approach in real time.
    
    

53. Uses intuition to guide questioning.
    
    

54. Remains comfortable with silence.
    
    

55. Allows space for reflection.
    
    

56. Demonstrates flexibility in conversation flow.
    
    

57. Responds authentically rather than mechanically.
    
    

58. Observes shifts in energy or tone.
    
    

59. Uses curiosity to explore unexpected topics.
    
    

60. Remains grounded during emotional conversations.
    
    

6. Listens Actively

61. Listens beyond the client’s words.
    
    

62. Notices tone and emotional signals.
    
    

63. Reflects back key insights.
    
    

64. Paraphrases client statements for clarity.
    
    

65. Notices underlying beliefs.
    
    

66. Identifies patterns in client thinking.
    
    

67. Recognizes contradictions in the client’s narrative.
    
    

68. Listens for values and motivations.
    
    

69. Asks questions based on what the client says.
    
    

70. Allows the client to complete their thoughts.
    
    

71. Observes nonverbal communication cues.
    
    

72. Demonstrates curiosity about the client's meaning.
    
    

7. Evokes Awareness

73. Asks powerful open-ended questions.
    
    

74. Encourages reflection on assumptions.
    
    

75. Invites the client to consider new perspectives.
    
    

76. Challenges limiting beliefs respectfully.
    
    

77. Encourages exploration of possibilities.
    
    

78. Uses metaphor or analogy when useful.
    
    

79. Helps the client connect patterns in behaviour.
    
    

80. Encourages deeper self-awareness.
    
    

81. Highlights contradictions in thinking.
    
    

82. Supports insight rather than giving advice.
    
    

83. Encourages learning from experience.
    
    

84. Helps the client uncover underlying motivations.
    
    

8. Facilitates Client Growth

85. Encourages the client to identify actions.
    
    

86. Supports accountability for commitments.
    
    

87. Helps the client prioritize next steps.
    
    

88. Encourages experimentation between sessions.
    
    

89. Supports reflection on progress.
    
    

90. Helps the client design achievable actions.
    
    

91. Reinforces the client’s strengths.
    
    

92. Encourages long-term learning.
    
    

93. Helps the client track progress toward goals.
    
    

94. Supports the client in overcoming obstacles.
    
    

95. Encourages the client to integrate learning.
    
    

96. Helps the client build sustainable habits.
    
    

97. Celebrates achievements and milestones.
    
    

98. Encourages ongoing self-development.
    
    

99. Reinforces ownership of decisions.
    
    

100. Leaves the client feeling empowered and capable.
     
     

Summary

These 100 behaviours demonstrate how coaches embody the competencies defined by the International Coaching Federation:

1. Ethical Practice
   
   

2. Coaching Mindset
   
   

3. Agreements
   
   

4. Trust and Safety
   
   

5. Presence
   
   

6. Active Listening
   
   

7. Evoking Awareness
   
   

8. Facilitating Growth
   
   

Together they represent observable coaching mastery signals used when evaluating recorded sessions for credentialing.