This paper inquires into the effects of coaching carried out within an evidence based framework highlighting and supporting three generic coaching processes. It focuses on the enhancement of “return on investment” that may result from using (intake and outcome) assessments that make explicit how clients presently manage their mental and emotional disposition and work capability. The paper presents results deriving from coaching focused on potentiating clients’ own processes. Since the three coaching processes follow principles of lifespan development, they produce a twofold return: behavioural and developmental. Accordingly, the Return on Investment (ROI) of coaching is equally of a twofold nature: observable (behavioural) and inferable (developmental).