How hard is it for you to think about changing something you do? Or changing the way you respond to a particular situation? Or the way you think about something? Or something that is getting in your way?
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.