The extensive influence of psychology on what used to be conceived as strictly social or political matters has been the subject of several critics for a few decades now, arguing its tendency to diminish collective action and lessen social consistency. If this seemingly reputation of psychology is not to be made anymore, it seems important never the less to open the discussion by 1) exploring other possibilities that can emerge from the historical and sociological dynamics that are linked more broadly to its spreading influence; 2) replacing the growing popularity of “coaching” practises in this context of larger social transformations and 3) by illustrating the link between coaching and “psychologization” with results from a recent empirical research on intervention practices that deal with extreme conditions of existence.