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In this study we focus on coaching in the context of small and medium enterprises in the creative industries. We draw on data collected from five business coaching organizations over numerous coaching encounters with their clients. Using detailed conversational data drawn from these coaching encounters we analyze the ways in which business coaches practice 'active listening' and 'reflective questioning' in order to reduce the uncertainties they and their clients face when working together. Wedoi:10.2753/imo0020-8825430305 fatcat:cv5t4nbu7zhudin6cvqfnwrbcu