Stewart Friedman, a professor at the Wharton School teaches a popular course on aligning personal core values with corporate careers.

According to the New York Times article, the course is somewhat like a life coaching session. Before registering (the course is elective, not required), students must agree to share details of their personal lives and relationships. They’re divided into groups of 3 to discuss journal postings.

Why are these courses so popular? Why have corporate CEOs hired Friedman to overhaul their companies?

Perhaps, the article speculates, executives in their 30s and 40s have already mastered skills like accounting and finance. They realize they need to align their values with the careers in order to move forward.

Friedman’s book, Total Leadership, will be available on June 8. The book has already reached the 1000 rank before publication.