12 The Winning Factor F It's All About the People There are three things that make coaching unique as a manage- ment style: a strong developmental bias, personal contact, and caring. I often ask would-be coaches, "Why coaching? Why now?" In other words, why would a leadership style that em- phasizes developing people through personal contact and caring be right for your organization, given what it is going through? In every single workshop I deliver, the first response on the flip charts to these questions is some variation on "People are our primary resource." In the end, it's all about the people and the re- lationship between the leader and his or her people. What I'm suggesting is that the very best relationship you can establish with your people is a developmental one, a rela- tionship where, through your own drive and desire, you're ignit- ing their Third Factor. You're inspiring them to want to be the