Abstract
Neutrality in coaching, as an often-mentioned yet under-theorized norm of practice, is illustrative of how a lack of conceptualization leaves professionals with eclectic and contradictory tools and techniques. Therefore, the current study examines coaches' attempts to practice neutrality, with diverse implications for their conceptions of professional practice. Through a qualitative study of 57 executive coaches using a critical incident technique, we identify situations of conceptual and practical complexity. The ongoing practice of enacting neutrality gave rise to diverse tensions, to which coaches responded by formulating individualization and socialization strategies that had different consequences in terms of forms of awareness. Considering neutrality in terms of situated, engaged, and processual practice, we use these findings to theorize its enactment within the interest-laden world of organizations. Our study contributes to the theory and practice of coaching while also furthering understanding of the dynamic nature of seeking neutrality in professional contexts.