In his New Yorker article Personal Best, physician Atul Gawande makes an off-hand comment about coaching that (I suspect) some professional coaches would not like.
Self-improvement has always found a ready market, and most of what’s on offer is simply one-on-one instruction to get amateurs through the essentials. It’s teaching with a trendier name.
I share his view. Certainly there are people who need someone to hold them accountable for simple tasks, to give them “homework” just to get them started, and so on. Many high performers who seek coaching want something much more: advanced troubleshooting and reframing of problems to help them make incremental progress once they’ve reached the territory where the path is not clear.