We don't know what counseling is

Counseling doesn't "work" because we don't know what counseling is.

Ask a counselor what counseling is, and you will get a mushy answer 99 times out of 100.  Press them a little: 'Well, what is the difference between counseling  and psychology?'

Again, not one of 100 will be able to give a convincing answer.  You might push the ones who make a good effort at a definition:  'What's the difference, then between social work and counseling?'

Some of them might refer you to the famous "20/20" definition of counseling.  This heroic effort negotiated an agreement among 20 counseling organizations, and the result is as you might expect: inoffensive to all, and nearly meaningless to all. 

Here it is: "Counseling is a professional relationship that empowers diverse individuals, families, and groups to accomplish mental health, wellness, education, and career goals."  It is not untrue, but try replacing the term counseling with the term clinical psychology: "Clinical psychology is a professional relationship that empowers diverse individuals, families, and groups to accomplish mental health, wellness, education, and career goals."  It works.

Now try substituting the term social work: "Social work is a professional relationship that empowers diverse individuals, families, and groups to accomplish mental health, wellness, education, and career goals." That works too!  Let's try life coaching: "Life coaching is a professional relationship that empowers diverse individuals, families, and groups to accomplish mental health, wellness, education, and career goals."  Bingo!

A true definition, on the other hand, tells us in which category a thing belongs, but equally importantly, how that thing is differentiated from other members of that same category.  A useful definition of dog would not be " a mammal."

Counseling does not "work" because we do not know what counseling is.  No profession can survive, let alone thrive, if it does not meet a unique human need.  If we do not know what counseling is, we do not know what unique human need we can possibly be meeting.