Coaches are also known for mentorship, counselling, organizing and team-building, all with the goal of motivating team members. So I find it strange that coaching in the workplace has taken so long to gain credibility.
Only in the past five to 10 years has coaching been recognized as having value in supporting managers and helping them increase their personal performance. As well, business coaching or "executive coaching" started out as a performance management tool to "fix" a manager and was seen as the last stop before termination. No wonder executive coaching was not seen as an opportunity.