The deeper FACTS self-actualization, which ironically can only be achieved on a col- lective basis. Self-centered goals are given up in return for a focus on the wider collective good. The rising tide of freedom In our earlier discussion of the support/challenge matrix, we noted that the boom times had bred a certain style of coaching that emphasized low challenge/high support skills. In more dif- ficult economic times we suggested that a shift to the high chal- lenge/high support quadrant is healthy, and that this requires different coaching skills to come to the fore. The equivalent statements for the freedom/responsibility matrix would be to suggest that in the boom times the focus was on the attainment