With more than 80% of corporate coaching bought via referrals, shouldn’t all businesses be cultivating such a valuable relationship, asks Ginny Baillie

Why on earth would I want to help another coach build their business?” This was one response when I started to research the value of associate business to coaches – from an experienced, openhearted coach. I was surprised to hear it – and that the myths around associate work are still strong. Yes, it’s true, associates do help coach clients build their businesses. But what...