A racionalidade neoliberal e o mercado de coaching: um estudo de caso sobre o método CIS

Abstract

The present work proposes to reflect on the relation between the practice of coaching, an activity that offers tools for personal and professional development, and the values of post-productive restructuring capitalism based on a Brazilian case: Paulo Vieira. For this, we rely on theoretical references and carry out a qualitative research on the Integral Systemic Coaching method and its expression in the work The Power of Action, both authored by Paulo Vieira. So, first, we understand what productive restructuring was and what discourses enabled (and reinforced) the appreciation of characteristics such as flexibility, resilience and adaptation, very important for the rise of neoliberalism. We also seek to present coaching and its history related to a larger context, as a category that responds to the capitalist demand to keep subjects subordinated to neoliberal rationality, based on a “will of their own”. We conclude that, from the case of Paulo Vieira, a renowned Brazilian coach, and his method, we were able to clarify the direct relationship between the values of neoliberal rationality expressed in self-responsibility and endless adaptation that goes beyond the business world and expands to all dimensions of life.