CHAPTER 8AGGRESSIVE MARKETING

YOU, TOO, CAN BECOME A STAR

WHY YOU CAN’T COACH YOURSELF

I have coached time management experts in time management, sales experts in sales, and marketing gurus in marketing.

This is neither surprising to me nor embarrassing to them. You can’t coach yourself. And the best of the best receive coaching. (I’m a big believer in therapy, and I periodically seek it, not in response to some trauma or problem, but to explore how well I’m doing and whether I’m seeing the world with the right perspective.)

The best golfers have swing coaches, singers have voice coaches, and business executives have—well, one hopes—you and me! That’s why there has been an eternal need for coaching.

However, the lawyer representing himself ...

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