This article aims to discuss the rationale and some guiding principles for the realm of counselling in the fostering of well-being. After some brief observations of a theoretical nature, the principles analysed are: the revitalisation of counselling; the reflection on the concept of dialogue, including the notion of context; the perspective of counselling as social activity; understanding counselling and how it adjusts on the road to realities. From this perspective, practitioners view counselling as a social activity aimed at self-construction and life designing. In following that view, the idea of counselling as being socially produced is also examined. At the end, some considerations on the future of counselling are discussed.