The distance behind the word "customers"

I received this advice:

Stop calling the people you work with in coaching sessions clients. The word imposes a certain distance.

I reflected.

It's very powerful advice precisely because of its reverse impact.

As a coach it is essential to establish a rapport, a connection with the person you are working with. But closeness will be counterproductive. It will violate the coach's commitment to impartiality and, therefore, the quality of the coaching.

De asta un coach nu e coach pentru familia lui și pentru prietenii lui.

That's why, among other things, the session lasts an hour. Because we have work to do.

That's why the coach is silent when the one he works with is looking for meanings and distinctions. This is why.