"You cannot coach desire."

Yes, I've been watching a lot of movies / docus about running. Anyhoo, of all the movies about running I'd seen, this line from Prefontaine (story of Steve Prefontaine) kind of struck me /us most:

You cannot coach desire.

In the movie, it was stated by the coach of Steve (co-founder of nike).

This struck us most because it kind of resonates to Mark's role in his work.