Coaching, a new variation of systematically influencing people, appears to repeat the older wars of consulting vs. counseling vs. psychotherapy. Why? The laws that govern learning aren't being reinvented, but poured into new vessels. Techniques such as modeling, reinforcement, cognitive reconstruction, behavior rehearsal, and goal setting appear in this new model, as well as in older ones. Plus, when you consider that current coaching is based in learning derived from psychological principles, it's easy to argue that psychological research has a definite place in coaching.