This is a question best resolved with a formulaic answer:
Know How + Willingness = Action.
We coach to affect a person’s know-how to do a certain thing, but how we coach affects their willingness to change how they do it.
Behaviors we want to see repeated are traditionally positive, or effectively applied to the situation and therefore produce desired or beneficial outcomes. Behaviors we want to see changed are typically either absent or ineffectively applied and therefore produce undesired or consequential results.
The intriguing thing is that we are managing people in roles we previously excelled in ourselves, so we certainly know how to do the job both efficiently and effectively…Why then is it so hard to get people to change behaviors?