Interest in strengths-based coaching is growing, yet whilst there is evidence that focusing on strengths is beneficial, there is scant research within a coaching context and literature offers limited practical guidance. This phenomenological analysis study investigates six executive coaches’ beliefs about the practice and impact of strengths-based coaching. The findings reveal what motivates the coaches to focus on strengths, including a high sense of coach authenticity, suggesting that there might be benefits for both client and coach. The paper also discusses the coaches’ beliefs about the unique contribution to coaching outcomes and offers insights into the strengths-based coaching ‘recipe’.