The cognitive approach builds on the behaviourist approach by putting behaviour into the context of beliefs, and focusing more firmly on outcomes. Many cognitive techniques are used in the field of management today, particularly in the coaching arena. This approach involves focusing on building a positive mental attitude and some stretching goals, backed up by a detailed look at what limiting beliefs produce behaviour that becomes self-defeating.
A drawback of the cognitive approach is the lack of recognition of the inner emotional world of the individual, and the positive and negative impact that this can have when attempting to manage change. Some obstacles to change need to be worked through, and cannot be made ‘OK’ by reframing or positive talk.