The instincts that build a great seller can quietly limit a sales leader. The rep who wins learns to jump in, take over, and have the answer. But give that rep a team, and those same instincts can limit the people around them. Most sales leaders never see this trap and bring those instincts into their leadership roles. Enablement has to name it for them and show them a better path forward, one where they build a team that scales. Drawing on 20 years across sales, leadership, enablement, and coaching including 12+ years at Google, where he built their award-winning global sales coaching program, Jeff Jaworski makes the case that coaching is the highest-return work a sales leader can do. Yet, most don't know how to do it effectively, and for those who do, it's often the first thing they drop under pressure. In this session, he shows sales and enablement professionals why coaching matters and how to make it stick. Attendees will leave with a sharper way to talk about coaching that resonates with revenue leaders, plus a practical model they can bring back to the leaders they support. This talk is based on Jeff’s forthcoming book, The Leader Shift (coming Fall 2026).