I don't think he's comparing a life coach as if you have a life coach in your office, screaming at you "JUST 20 MORE LINES OF CODE, TYPE TYPE TYPE!!".
His analogy is more like, if you're a runner but your getting winded quickly, the coach will teach you the proper breathing techniques so your not running out of breath so fast.
A good life coach on the other hand, will notice where you start to procrastinate or slow down on a project, and help you figure out if and why you may be stopping yourself from completing the project. Depending on the reason, introduce techniques to help you push through and complete the project without slowing down.
A bad life coach will tell you to close your eyes, and envision yourself completing the project, as if you just won a freaking medal for doing your job (Not their exact words). Then tell you to chant "I can do this task, I can do this task" all while clicking your heels together. And somehow by doing that, the universe will allow you to complete your project effortlessly.