‘When I use a word’ said Humpty Dumpty ‘it means what I mean it to mean – no more and no less’. Words are cognitive triggers and with each one comes a plethora of associations. Take this collection for example: teach, train, lecture, discuss, facilitate, mentor, supervise. For each: different behavioural expectations. As coaches, those behavioural expectations are crucial – if we use the wrong word then we set unrealistic or skewed expectations with our clients. If I am going to teach something, then I had better use that word and not another, with different expectations. My current concern is that I label my behaviours appropriately and don’t confuse my clients!