not negative at all .

i think life coaching is usually aimed at ppl who are coping fairly well with life, but who are dissatisfied in some way and need to work towards something. i know about it a lot in terms of corporate coaching, but it can also be applied to areas like health psychology (where you want to develop a healthy life style e.g., eating nutritious foods, exercising etc). it is a somewhat more superficial form of therapy (and i wouldn't really call it that) - it's more that motivational style of "you can do it!" and "go go go!", whilst identifying barriers that prevent you from achieving what you would like to etc.

it is based very strongly on the positive psychology movement and its philosophy is one of life enhancement. it is usually not a long term thing - you may take a few sessions to identify and work out goals, learn skills to help you get there (time & resource management), but then you have a timeline of when you'd like to achieve them, and you just work towards them and deal with issues that crop up along the way. it is less about emotional regulation and more about achievement so, e.g., i use it a lot in terms of working towards my uni degree but i still need a "deeper" form of therapy to address my long term issues of depression, interpersonal concerns.

i think it can be a lot of fun for the therapist who provides this service because it is a challenge but the results are usually fairly immediate/short term and it is generally a very feel good sort of enterprise.