" Patrick Lencioni’s book Getting Naked: A Business Fable About Shedding the Three Fears That Sabotage Client Loyalty. When it comes to client loyalty, Lencioni found that by being completely transparent and vulnerable with customers, service providers like coaches and consultants can build surprisingly resilient levels of trust and loyalty. So what’s stopping you and me from being more vulnerable with our coaching clients? One word. Fear. Lencioni outlines three fears that sabotage client loyalty: fear of losing business, fear of being embarrassed, and fear of feeling inferior. This last fear struck a chord with me. I often coach new coaches. I share ideas for identifying a market niche, marketing to that niche, and finally using their individual strengths to get paying clients in their chosen niche. "