As coaches, we often see clients struggle with tasks that feel unnecessarily difficult. From minor chores to major life decisions, the sense of effort can sometimes feel overwhelming—and this directly impacts their ability to progress. Understanding the brain’s role in perceived effort can help us guide our clients toward a more effortless, productive flow.
The Science of Effort: The Role of the ACC
The anterior cingulate cortex (ACC) is the brain’s conflict detector, constantly scanning for situations that may require extra attention. When it perceives conflict—whether due to competing priorities, lack of motivation, or self-doubt—it triggers a process that increases the sense of effort associated with the task. This is part of a phenomenon called the conflict monitoring hypothesis.
For clients, this can mean even simple activities, like organizing their workspace or engaging in self-care, feel disproportionately taxing. This conflict isn’t necessarily rooted in the task itself but in their perception of it.
Reframing Conflict for Effortless Progress
As coaches, we can help clients reframe these perceptions and reduce unnecessary friction. By shifting their perspective, they can conserve mental energy, lower resistance, and experience tasks as less effortful.
Here’s how you can guide your clients:
Recognise Conflict: Encourage clients to identify when they’re perceiving unnecessary conflict in a task.
Reframe the Situation: Help them replace narratives like “This is hard” with empowering ones like “This is an opportunity to grow.”
Break It Down: Support clients in breaking tasks into manageable steps to reduce the overall sense of complexity.
Helping Clients Find Flow
Flow occurs not when there’s no effort but when the brain perceives minimal conflict. As coaches, we can teach clients to focus on engagement rather than resistance, helping them move through challenges more easily. By cultivating awareness and reframing conflict, clients can achieve a state of flow that enhances performance and satisfaction.
A Coaching Challenge
This week, work with your clients to identify areas where they may be unnecessarily perceiving conflict. Guide them in reframing these situations to reduce the sense of effort and open the door to flow.
By addressing perceived conflict, we empower our clients to conserve their energy, enjoy the process, and achieve their goals with less resistance.
