A growing number of clinicians are making the transition from therapist to executive coach. High-powered executives are exceptionally receptive to the very straightforward and pragmatic approach of REBT. However, to be successful, even a REBT trained clinician had best adapt his approach to the executive client. The primary focus needs to be on more effective and efficient job performance, not on helping the client feel better. Although these executives believe many of the same irrational beliefs as one’s clinical clients, the REBT coach can effectively illustrate how each of these beliefs contributes to specific job related problems which the executive had best resolve. Teaching executives to challenge their ideas, then assigning work-related action plans, usually results in enhanced performance, which convinces even skeptical executives that coaching is a useful endeavor. Coaching has an advantage over therapy in that the coach can observe their client in numerous work situations (meetings, presentations, performance reviews) and give constructive feedback, and actually monitor additional progress. It is an exciting field that many clinicians find extremely challenging and stimulating.