The problem is that while you or I may not lack motivation, 80% of the general populace does. They need someone to tell them what to do or they won't do it, or won't have the desire to learn how to do it on their own. We live in a culture where the avg joe will pay people to do things they don't want to learn how to do and that counts as their motivation. Sad, but that's what I've seen.
you have to realize, if you are their motivation they will not succeed. doesn't matter how good you are as a trainer/coach. in reality, you would probably have better success with people being just a motivating mentor.
it's more than 80% of the population (in terms of working out motivation) 80% of people don't even workout. within the 20% that do, what percent do you think have any decent amount of motivation? maybe 10%. just because they walk in the door doesn't put them into the motivated category. the VAST MAJORITY of people do not want to be at the gym. They go there because they feel guilty for eating/drinking too much, plan on drinking too much, can't fit into their clothes, the scale says they are fat and an infinite number of other reasons than they actually want to be. I almost think it's worse when they want to pay someone. At that point they have resorted to believing that they will be more dedicated/motivated if I am paying someone. Now their success ...errr I mean their failure is your fault because they paid you do make them fit, strong, buff, lean 'TONE' or whatever BS term they came to you with.
short story:
fat chick comes into one of the gyms I train at. big monster @ss on her, flabby arms, the whole pear shaped body thing. trainer is a lady that is fit, lean with some size to her (relatively speaking). fat chick has the balls to say, well, I don't want to get big like you.... I hear the girl tell the trainer that. I almost walked over to the fat girl and ask; honey, why are you here?
because you are too f^cking big... sorry, I meant to say because you are too f^cking FAT and you are worried you are going to get in too good of shape? Give me a damn break.