This paper focuses on group coaching, one of the newer school leadership development approaches to recently emerge. Using a group-coaching methodology developed at the University of Oslo, we deconstruct the concept of leadership identity as it is reported in texts from students in the National Principal Programme. We suggest that leaders develop greater confidence in their leadership role through personal and contextual feedback from other leaders. We argue that bringing existing and aspiring school principals together in a target-oriented group-coaching process may have profound positive effect on leaders' context-based identity development.