During the early days of my coaching career, when I said, “I am a coach,” my facial expression didn’t match it. The truth was, I didn’t feel confident about my new identity. Internally, I still saw myself as a software professional who was transitioning into coaching. And, as you can probably guess, the advice I received at the time was to “just believe it.” However, after 13 years, I’m here to tell you that I recommend a different approach. Recently, I had the pleasure of working with a woman in her mid-30s, a software development manager at a startup. Let’s call her Jessica. She struggled to talk about her strengths…