Personal coaching is just a conversation, right?
Actually it’s not “just” a conversation.
It’s a conversation in which the coach keeps his/her ego quietly in the background.
“Sssshhh, ego. This conversation isn’t about you, it’s about the client’s work and life. So observe carefully, pay attention to the client and let them BE without chipping in. In the fullness of time people will appreciate you for your unusual ability to observe carefully and pay attention and let them be.”
You could regard it as deferred ego gratification. But that’s another discussion