I applaud Steve's decision to begin coaching and yeah, lets face reality, his rates will organically grow exponentially.
A great way to maximize the impact and leverage of this business though is to provide 'case-studies' on the website. Without mentioning names to profile interesting and unique consultations and writing about the results and outcomes. That way any people that have a similar problem that can't afford/aren't ready for coaching would get some knowledge and inspiration for free.
A great thing about this approach is that it would apply some very general concepts about personal development to many unique and specific situations. When people can see themselves in a specific situation and go 'aha', there is an answer - it can be very clarifying and empowering. And since there are so many unique situtations in life there would never be a shortage of clients.
That way Steve can continue doing what he does best and provide both very individual consultations and further the public knowledge at the same time simply by transcribing the case notes he will likely keep anyway.
