Coaching is very much the flavour of the month at the moment. It seems that every executive has a coach. There are dozens of coach training organisations; thousands of coaches; more and more conferences; there are articles in HBR; hundreds of books on coaching; and flattering articles in the press. So shouldn't we coaches be pleased. Well, yes and no - because all the indications are that we're heading for a major shake-out. We saw the same thing happen in the counselling field a decade ago - over-expansion followed by retrenchment. In the long run it was good for the profession but in the short-term it was painful for many of the people involved. Coaching is following the same path and the profession will emerge leaner and fitter from this shake-out, but without many of its current practitioners. My view? - "Quality always sells".