The coach's job is to inspire change

Remember this one?

D x V + F > cost of change

That's Dissatisfaction x Vision + First Steps > Cost of change 

The job of the coach is to help promote in the athlete a healthy dissatisfaction with the current position (in relation to a skill, overall game, etc), then paint a picture of what 'could be' (know your outcomes), and identify first steps towards getting there. That equation must be greater and more compelling than the cost to change (generally the associated physical and/or emotional discomfort).