Learn to look beyond the hype, the marketing, the promotion and see what is really there. What is the substance? Evidence based? Where is the evidence? Is there practice to back up the evidence? What is their body of work? What is the why? You will notice that gurus and keyboard cowboy coaches focus on the what and the how usually backed up by volumes of “peer reviewed” journal articles. That’s not good enough. Call BS on the BSers. Always default to sound training principles and oh yes don’t forget common sense and intuition. If you instincts tell you it is not right, then chances are it is not right!