George Martin, president of EASNA (Employee Assistance Society of North America) and owner of CorpCare EAP states that, "there is growing appeal for coaching-related services that are strength and skill-enhancement focused versus problem and solution focused." Rather than painting EAPs with solely a clinical
brush, George sees professional members as having a broad set of skills with the ability to adapt interventions (coaching, counseling, and consulting) to the needs of the individual.