Bill, one of my clients, is trying to build a coaching practice. When I ask him what he wants to do, what kind of coaching, he says he wants to help people reach their goals and get more in touch with themselves.

Mary is also starting a coaching practice. She says she wants to help clients find out who they are, and make great strides in their careers.

All good coaches help their clients touch the source, as I call it, discover their strengths and set and reach new goals. All chiropractors offer spinal adjustments. All businesses that sell widgets, sell widgets.

Why would someone choose Bill or Mary then, instead of one of the tens of thousands of coaches out there?