Coaching is not an easy job. The industry is booming, making it difficult to stand out. Coaches are striving to scale their business and deliver increased impact for their clients. Traditional coaching tools have failed to keep pace.

The field of personality science delves into the multifaceted dimensions that shape an individual's character, influencing their thoughts, emotions, and behaviors. Despite its profound significance in understanding human nature, personality often remains shrouded in misconceptions and oversimplifications. There is solid science, but it’s largely ignored. In this article we call out and debunk seven common myths based on the latest research.