We are grateful to other coaching associations for advocating for coaches, and for providing a common set of core competencies and ethical standards. We do not consider ourselves competitors of these associations, but rather a complement. A.C.E. fills a void and responds to a need that has troubled many seasoned coaches. Most associations focus on coaching hours before handing out a designation. That is a standard way to measure competency. However, we have noticed that having 2,000 coaching hours is not always correlated with results and delighted clients. Also, we have discovered that some coaches finesse the number of coaching hours they have by paying other coaches with a revolving fee and coaching each other. Our purpose is to focus on what we believe really matters, and what is crucial for the coaching profession to continue to be credible: client satisfaction and results.