Bruce Love has guided the development of a performance-focussed coaching culture in a call centre environment in the aviation industry, with an impact on operational measures and employee engagement. This has been part of a business transformation program that commenced over three years ago. Being involved up front in redefining the organisation structure and recruitment for key positions was an opportunity to create the foundations for a coaching culture. Bruce discusses what a coaching culture looks like, drawing on his background in the arts. He outlines how his Capability team developed and sustains coaching mindset, skills and behaviours across the organisation.