This study explores how coaches understand the concept of narrative and work with it in their practice. Six coaches were interviewed using a method of narrative inquiry. The study found three broad approaches among their responses: story as the task of coaching; story as the content of coaching; and story in the context of coaching. The narrative perspective raises clients‟ awareness of the stories that shape their perception of reality and helps them achieve a more nuanced understanding of their situation. This provides a stronger foundation for action and decision-making but it may also be an end in itself.