This paper sets out the argument that quite fundamental issues both theoretical and practical divide the various approaches to coaching. It does not suggest that any one approach is better or right; each approach would be more appropriate in particular situations. However by understanding more clearly the nature of the difference between approaches it will also be easier to fit a coaching model to specific situations. It is argued here that goal-oriented approaches to coaching generally have a different perspective than therapeutic or personal-development approaches on the role of the coach and on the objective of coaching.