Coaching was born in the 70s in the United States, and psychology was the main foundation of the theory and practice of coaching today. The first clinical psychologist to apply a client-focused rather than a patient-focused approach was Carl Rogers (1961). He claimed that people have a natural tendency to do what is right for them. Rogers argued that people can develop positively and that in a healthy therapeutic environment, they can be trusted. He asserted that they will understand and solve their own problems. 

Later, Rogers collaborated with other practitioners dealing with the humanistic approach in psychology, including Abraham Maslow.  Abraham Maslow is known today as the creator of ‘Maslow’s Pyramid’, which refers to the hierarchy of human needs. Today’s Coaching owes much to customer-focused therapy from those times.  The approach developed at that time focused on respect for the client, the principle that the client knows what he needs, and letting him decide about the purpose of one’s work.