UNICORN To figure out if a business coach is actually a coach-mentor (Unicorn), look at the services offered and the experience they share on their site. If they talk about topics like growing your business or increasing your profits but also talk about work ethic and personal responsibility, integrity and the like, then chances are that they’re a coach-mentor. BOTTOM LINE: When you need or want help with managing and protecting your business outcomes, ALWAYS HIRE A UNICORN!