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This is the second edition of A Coaching Business In A Book. It contains an additional 4 years' worth of knowledge and experience of helping qualified coaches to market their coaching businesses. To be a coach one must have clients. To have a successful coaching business, those clients must be ones who pay. The statistics say that 4 out of 5 coaches will fail to create a thriving business. This isn't because they're lousy coaches, it's because although they have great coaching skills, their business development skills are poor or missing all together.

Why Coaches Fail isn’t just another business book—it’s a wake-up call. I’ve spent years watching talented coaches struggle—not because they aren’t great at coaching, but because they have no idea how to get clients. And what fascinates me is this: some of the biggest names in our profession don’t believe in marketing. They actively discourage coaches from learning how to market and sell, as if those skills somehow taint the purity of coaching. That advice is wrecking coaching businesses. You were probably told that great coaching sells itself. That if you just do good work, clients will come.