True.
Someone once described coach and coaching to a salesman and sales, but I prefer the teaching analogy.
For those of you interested in studying this (underestimated) area of coaching a little more might I suggest having a wee look at Neuro-Linguistic Programming (NLP) … although not applied often to S&C it’s quite interesting in that it helps to explain why every athlete learns from you in a different manner – but many of us teach in just one manner.