Why business coaching is a valuable option for small business owners and entrepreneurs is not always clear. Unlike in many other businesses, the deliverables in business coaching don't exist in some product, document or specific service per se.
The value in business coaching lies in the transformation of business practices that lead to improvements in specific aspects like revenue, profits, systems, value, or work-life balance. That being said, business coaching does deliver a number of different activities throughout an engagement that serve as the catalyst to these better outcomes for their clients.
One key for a successful experience is for the client to embrace change and step outside of their comfort zone. Tony Robbins' quote above hints at the need to embrace change to obtain better results.