Here are a couple of thoughts about what coaching is not: (Adapted from Focusedcoaching.net)
1) Coaching is not THERAPY
There are times when you may need professional help from a therapist. Coaching does not focus on dealing with issues of your past or issues that keep you from being able to perform a task. Coaching assumes that you are ready to go, ready to lead.
2) Coaching is not CONSULTING
A consultant tends to tell you what you should do. A coach might challenge you, but really walks with you to a solution to a problem or clarity for your vision.
3) Coaching is not FRIENDSHIP
A coaching relationship is focused on the person receiving the coaching. This isn’t about mutual benefit, although that often comes. This is about one person coaching another.
4) Coaching is not CHEERLEADING
Sometimes we just want to feel good about ourselves. While this might happen, often in coaching, a coach is encouraging you to change your behavior and your actions to get a better outcome. It’s work and it’s not always pretty!