"And follow through with your shot, just as you do on a golf swing, " he counsels.

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He may dress like Colonel Kilgore in "Apocalypse Now, " but he counsels them to psych out their nemesis by seeking common ground.

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So he counsels them about ways to tinker with the existing system.

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He counsels people that the best time to exercise is the one that works with their body clock and fits with their schedules.

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After the season, he counsels players on whether to return to school or turn pro based almost solely on their projected draft positions.

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"Make hay while the sun shines, " he counsels.

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He counsels such women against having children.

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But Donovan says he neither counsels nor refers them to contraceptive services.

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He also counsels clients to stay away from the CEO title.

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Rotella counsels amateurs--he helped Gary Burkhead, the 66-year-old retired chief executive of FMR, work his handicap down from the 20s to 4--but works mainly with 100 or so golf professionals, including Tom Kite, Ernie Els and Davis Love III.

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He is the managing partner of BDT Capital Partners, which counsels many wealthy families.

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