The Masarat Coaching Program is a service path launched by the house as part of its ongoing development efforts to harness the latest technologies and best global practices to enhance the performance of institutions and individuals. This program is based on the coaching principles established by the International Coach Federation (ICF) to bring about positive development and change in clients' personal and professional lives, unleash their potential to achieve desired goals, and increase their self-awareness and self-awareness.

Coaching differs from training in many ways. There is a difference between teaching someone and helping them learn. In training, a large amount of information is presented by the trainer to the trainees in a manner that is more like instruction and indoctrination. The material and agenda presented are all prepared in advance by the trainer, and the learning process only occurs during the training. The result is often that trainees do not remember anything from the training session after a short period of time. It is scientifically proven that people remember:

•20% of what they hear

•30% of what they see

•50% of what they see and hear

•70% of what they see, hear, and say (participation in dialogue)

•90% of what they see, hear, say and do (and this is exactly what coaching does)

Coaching is based on the principle of helping individuals improve their performance in a manner consistent with their unique needs. Coaching differs from training in that it is not a transfer of information, but rather a sharing and accompanying of the client's journey of self-discovery, self-understanding, and discovery of what best suits them for self-development and positive change. The Dar Al Emarat team offers individual and group coaching sessions for various audiences.