When Luke Skywalker was perplexed, he went to Obe-Wan Kenobi. When King Arthur needed advice, he went to Merlin. When Pinnochio got in trouble, Jiminy Cricket provided guidance. We have personal trainers who charge $50 or more an hour to teach us how to lift dumbbells. (And they don’t have to get prior authorization from an MCO or fill out insurance forms.) We have specialists that will teach you almost any sport or skill. But who is there to help everyday heroes determine how to better deal with stress, change, job problems, and other life issues? Where can an everyday hero find an Obe-Wan Kenobi? From the ranks of psychologists in independent practice, of course.

This issue features psychologists as coaches. There are many advantages to coaching. The recipient does not have to be sick, labeled with a diagnosis, play insurance games, or sacrifice confidentiality. As the coaching articles illustrate, coaching has many definitions and takes many forms. It may be in person or by phone. It may be conducted with individuals or groups. It may focus on business success, personal issues, or avocational activities. Coaching can be a lucrative practice area that allows many psychologists to take charge of their practices again.

The more managed care excludes or limits therapy, the more opportunities it creates for out-of-pocket payment for psychotherapy and for coaching. Payment for coaching is usually out-of-pocket, although sometimes an employer or other third party pays. While coaching and mentoring can be traced back thousands of years, the current coaching movement is still in its toddlerhood and its development is very plastic. Now would appear to be a opportune time for psychologists to stake claim to setting the standard for coaching. While all coaches need to know their specialities, psychologists add both a richer understanding of human behavior and psychological problems and superior scientist practitioner skills for studying and continually improving services.

Psychologists have often shied away from marketing their services. In the past few years Division 42 has embraced marketing with a passion. The brochure project (in conjunction with Division 29) and its eight brochures has sold over 56,000 brochures. Two new ones are being added this year. The Straight Talk About Choosing A Psychologist brochure has sold over 7,000 brochures. The Marketing Committee has added the “Practicing With Pride” products with tote bags and other items that say, “When the road of life takes a turn, a psychologist can help.” Now just by walking down the street carrying a tote bag you can be promoting your independent practice of psychology. Behind the scenes Kelly Cunningham has been conducting a public relations campaign with radio stations, television stations, newspapers, and magazines on behalf of Division 42. Beginning with this issue she is writing a column in which she shares her marketing expertise and materials.

But wait–there’s more. With the constant change, markets can dry up. PICK 42 (Practice Information Clearinghouse of Knowledge) gives psychologists road maps for quickly getting up to speed with many niche markets. Each PICK 42 guide, authored by a leader in the field, summarizes the most important things you need to know to quickly get up to speed in a new niche. PICK 42 guides are available to 42 members for a nominal fee to cover costs. They provide an excellent vehicle for learning about the many areas in which independent psychologists are practicing.

Membership in Division 42 has been “graying.” The Division’s new affiliate member category for students and young professionals is a great way for the Division to grow again and have experienced members to mentor students and young professionals. If you know any psychology graduate students or recent graduates who are interested in independent practice, please give them a copy of the membership form in this issue and encourage them to join us. I look forward to their joining and their submitting letters and articles to The Independent Practitioner so we can appreciate their ideas, concerns, and perspectives.

By Michael Brickey, Ph.D., ABPP