1. Stay in exploration mode and don’t get too excited if one idea seems like it’s the right idea. It may be, and yet it may not be, or it may just be a clue towards a better direction.
2. Use words like “as you explore this, what would be important to know to make sure it’s going to be a good fit…”
3. Remind the client that discovery is a PROCESS, rarely an epiphany. Like going around a bend in a mountain road, as you take each step, more of the picture is revealed.
4. Bring up the reality that the “Saboteur” (or whatever you want to call it) will surface during the process. His “language of choice” is usually framed in “yes but…” (e.g., “yes, but, you don’t have enough time/energy/money/etc. to do that”).
5. There are typically two things that hold people back in discovery/exploration: confidence and simply the knowledge of how to go about the process. You can provide the structure/framework for the latter as a coach. Watch for potential lack of confidence, as well. It will often show up after you’ve got some ideas on the table and it’s time for the client to start doing field research to learn more. Ask, on a scale of 1-10, 10 being high, how confident are you feeling about exploring this? If the number isn’t high, ask “What would it take for you to approach this fearless and with full courage?”
6. Use my Master F.I.T. to give some structure to the discovery process. Recall that F.I.T. stands for (externally) Function, Industry/Interests, Things that Matter; and (internally) Fulfillment, Identity, and personality type.

Hope that helps!