Between the laughs, banter, and distance across the pond, both Ben and Aram have one common trait in the way they approach coaching... leave someone better than when they found you. To leave a lasting imprint of change, education, and providing tools that are accessible not just while the client is with you, but long after they have succeeded at their goal or time with you is more important than retaining a client to make your bills each month. The ethics for why one coaches should be done with the same mission to implement change as when you first started, not dictated by how many K you reach per month onboarding more and more leads to line your pockets. 

Ethics, principles, and basics of human behaviour change... could mean someone's time on this planet is made easier and longer from having met you. Isnt that the most rewarding outcome you could ask for in a coach?