Main topic of this paper is business coaching which is an individualized leadership development tool working with actual challanges of leaders through developing and transforming from good to great. By using coaching in organizational level traditional and innovative organizational cultures can be radically changed. The change is possible because under the influence of coaching there are strong engagement in individual level. Coaching results growing creativity and efficiency in planning and implementation in organizational level, and behaviourial changes in individual level at the same time. It has positive effects on people’s motivation, because they have time and space for doing and living changes, it doesn’t need revolutionary changes from them. Aim of this paper to analyze and show application of coaching approach in organizational level through examples of companies.