These days, it's chic to have a coach: an academic testing coach, a personal trainer, an executive coach. Increasingly popular in organizations, executive coaching is predominantly an unregulated, uncredentialed field whose practitioners range from transformative to benign to downright damaging. We are concerned about the variations in quality and experience of the coaches out there, and equally concerned about the recent trend toward commoditizing and automating coaching. We do not offer executive coaching via the Internet, nor do we offer the lowest prices around. Instead, for this fledgling field, we are committed to the highest standards of professionalism, confidentiality, and cost-effectiveness.