If the coaching is used to give us account of what you really want (conscience), recognize our strengths and shortcomings (autocreencia) to see if we can actually get it, and act accordingly (responsibility) to improve individual, group and systemic performance of our organizations, then how can I define exactly when and why I need a coach? Is it not the definition proposed an invitation to hire coaches left and right as a solution to all the human inefficiencies in the company? So quite a few coaches have understood this, and they have launched to the market as saviors of all the ills of the organizations. However, they have not had in mind that, despite appearances, the very definition of coaching has its limitations, and are absolutely irrelevant. Ignoring them has serious consequences for companies which are involved. The first thing we must bear in mind, is that since the coaching works areas of reflection and action of individuals, this attaches directly and naturally to the units of analysis typical of organizational behavior (CO). However, we are going to rise in the scheme (of individuals towards groups and system) the coaching process itself, without altering its essence, adapts to different contexts. Therefore, although the fundamental basis remain reflexion-accion sessions, the dynamic is becoming more complex, long-lasting and expensive (in time, money and energy). Thus, once it has determined the type and area in which the organization believes that you may need coaching, you must determine the situation in which the individual, team, or company, in relation to the solucion-ayuda who is pursuing. This situation can be determined under the parameters of creativity and level of urgency. The convergence of these parameters yields the four quadrants representing situations and best options of intervention for the company. Thus, to determine if it is convenient to hire a coach to achieve some goal, the company should raise two questions: what is the level of creativity required to reach the goal? What is the level of urgency to achieve the goal? Situation of low creativity and low urgency: the objectives that do not require high creativity are those seeking information, knowledge or concrete experiences (mainly technical) to then be applied without the need for customization.