People seem to have forgotten 'coaching' the way people understand it best originated in the sports world. And whatever you call it today - executive coaching - life coaching - nutrition coaching - business coaching - its all the same.
A coach brings 2 things to the client. 1) A set of process tools and 2) the best interests of the client.
Some would argue it works brilliantly with just the latter.
A coach does not and should not bring content. That's called consulting, advising, teaching etc it's NOT coaching.
Coaches impact the client at the level of beliefs and values.
Teachers impact the client at the level of skills (one below coaching)
Mentors impact the client at the level of Identity (one above coaching)