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A sleep coach helps clients identify sleep goals and encourages them to self-determine ways to achieve those goals without specific direction. A sleep coach helps clients identify what sleep training approaches resonate and are comfortable with them. Coaches are non-judgemental and do not provide therapy or tell clients what they should do. Coaching is a collabrative process between client and coach, designed to encourage the client to make the journey for him/herself through a process of questions intended to tap into the client's own belief system. A sleep coach continues to work with clients while they implement their action plans, serves to motivate and encourage his/her clients, holds them accountable to their goals and plans, helps them understand the consequences of their choices, and supports them throughout the process.