Patricia R. Adson, Ph.D. is the author of "Depth Coaching" which takes an archetypal approach to Life Coaching. I particularly appreciate her identification of the Magician as the archetypal force which is accessed by the coach:
"The journey of the coach, therapist, counselor, or journey guide is the journey of the Magician. Changing consciousness and awareness - is what we do. We change others by first becoming true to ourselves. We calm others by being calm ourselves and motivate others by being motivated. As coaches we also have an obligation to become familiar with the many change strategies that connect people to their own paths and to their own powers (their archetypal forces).
The very power to name can be magic and, when used with care, can be a transforming force. When used carelessly, however, this power can be damaging. Look at how much harm some psychologists did when they named many ordinary feelings and situations as diseases and turned health into illness. Name-calling is a powerful thing. The coach can help people reframe, rename, and see things with a different perspective with amazing (seemingly) magical results. The coach does this not by working magic on clients, but by teaching clients to be magicians in their own lives. Coaching is not something you do to people but something you do with people.
The unique nature of the coaching relationship calls for knowledge of the fundamentals of change, a profound respect for the client, and a sincere belief in the client's ability to change. If you don't believe with all your heart that a client is capable of change, don't agree to work with that client.
The Magician is also trying to reveal in the ordinary world the truth of the non-ordinary dimension. A simple example of of this is helping clients discover their purpose or calling. At a deeper level this may be manifesting heaven on earth - ideal forms expressed in the material world - by finding the real nobility of the clients (deeper values and special gifts) and helping them to express these in the way they live their lives.
The coach - as generalist and change agent - must also have some personal characteristics not always required in other professions. These include intense curiosity, the ability to inspire, creativity, imagination, intuition, and a passion to help others grow and learn - to help others find their own paths. Some of these characteristics can be learned, but others cannot. If you don't have passion, you can't fake it. Find another profession. This is not your calling."
~ Excerpted from "Depth Coaching - Discovering Archetypes for Empowerment, Growth and Balance" by Patricia R. Adson, Ph.D. (2004, p. 85).