Keep in mind that the purpose of the coach is to enhance skills, especially the problem-solving skills of the target population. This can hardly be done by taking an "I know more than you do" approach in dispensing advice. In addition, directorial methods usually don't work because if the target population were excellent in following directions, the senior management would not have needed a business coach in the first place.

However, time and again in business coaching, we come up against situations where the only alternative seems to be to complete sessions either by being directorial or by dispensing advice and without truly engaging the target audience. This usually happens when the coaches are pressed for time.

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Though business coaching is not meant to be a quick fix, organizations that hire business coaches often need things to be fixed as soon as possible. Business clients have little time to hear out the concerns of the coach or give time to address the real causes that are the root problems.

They feel they have hired a coach or a consultant, and it is the job of the coach to solve the situation. Thus, coaches by necessity often have to assume a directorial attitude or one of "I know more than you do" in order to get things done more quickly.

The danger with such an approach is that clients do not trust the given solution because they have not developed a personal connection or understanding of the advice. When the business coach finishes his contract, it's difficult to see him being called in a second time, unless his clients trust his solutions and feel personally connected to them.

Clients are not wholly wrong to feel that if a coach is someone who simply gives orders for the target audience to follow, then that is something that can be done without a coach.