In the straightforward style characteristic of the whole book, the author starts the first chapter with the following explanation of the book’s remit: “This is not a book about how to coach. It is a book about how one can make a reasonable income through coaching” (p. 5). Accordingly it was not written for those coaches whose main motivation is to “make a difference” without necessarily making a living from it. The author writes in the context of a world where coaching training and services have increased exponentially in the last few decades. Any aspiring professional coach would do well to read it; more experienced coaches could use it as a way of checking whether they might run their businesses more efficiently and effectively. We may choose not to follow his recommendations to the letter, but if so we will be doing so knowingly rather than through ignorance of some important aspect of building a successful business, which is the core focus of this book.
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