How do you define coaching and mentoring? What standards should apply? What should a competency framework for a coaching role look like? The issue of definitions and standards in coaching and mentoring circles is the subject of much debate. A competence-based approach is appealing; clarity in the coaching process would be helpful. But is it really a practicable proposition? This paper explores the difficulties inherent in a competence-based approach, and in attempting to define a process and standards (beyond a code of ethics) for executive coaching and mentoring. It concludes that attempting to ‘map’ this highly complex area using conventional competence-based methods is impractical.