Being a coach to your team provides a number of things the other roles do not. In this role you help your people find their own answers - this takes you out of the know it all or go to person role (scary?). When your people find their own answers they generate a higher level of trust in themselves - they grow. As they grow they develop a depth and a strength of character that allows them to reach further and out perform their own past best outcomes.
I recently underwent an in-depth brand discovery process with Lab Creative and it helped to clarify so much about what I do best. It also helped how to leverage my skills, capture my “why” and incorporate my personality into a brand that would resonate with my coaching and leadership clients.