There are a lot of things we would like to see change. Some of them are on the “nice to have” list, like lose those extra couple pounds or get a nice bonus at the end of the year. Others are on the “need” list, like if you are currently unemployed, or in an abusive relationship. Anyone who says that people do not change is not accurate. People do change, but almost always when there is a strong vested interest in them doing so. Someone who knows fries are bad for them will still eat them anyway. If they have a heart attack and they are told that eating fries will lead them to another, they will be much more likely to stop.
Business often works the same way. Employees who have a vested interest in success will work much harder than those who do not. There are exceptions in the short term, but in the long term this is always the case. Whether this comes as an increase in pay, or equity in a company, motivation comes much greater to those who have something to lose, or something big to gain.
One thing which makes coaching so successful is that it not only reflects to people what they are doing, but it shows what they are doing is keeping them from. This is what is needed for true success, a vested interest in seeing something change. Without it, long-term motivation does not stay.
Skin in the game changes everything.