In schools where coaching thrives, principals intentionally establish and maintain a building-wide atmosphere that encourages the adoption of coaching mindsets, with all educators thinking and working as leaders, facilitators, designers, and advocates (Bean & Ippolito, 2016). To help principals accomplish this feat, we offer a summary of non-negotiables for supporting coaching work. Because our background is primarily in literacy, we refer to this type of coaching most often, but the following Dos and Don'ts are applicable to coaching in other disciplines as well.