Seth Godin has some useful insights into our ability to be "coached" (emphasis mine),

In fluid marketing and organization environments, where the world changes rapidly, coachability is a key factor in evolving and succeeding. Not because all advice is good advice. In fact, most advice is lousy advice. No, the reason coachability is so crucial is that without it, you don't have the emotional maturity to consider whether the advice is good or not. You reject the process out of hand, and end up stuck.

Symptoms of uncoachability:

* Challenging the credentials of the coach
* Announcing that you're being unfairly singled out
* Pointing out, angrily, that the last few times, the coach was wrong
* Identifying others who have succeeded without ever being coached
* Resisting a path merely because it was one identified by a coach

Read the full blog post