I think that Rob has natural charisma, charm, leadership, and is very competitive. I think he built his model more on the Mafia than a cult.
I think that Coach incorporates all ten of these steps to an extent. The difference this season is he is getting people to buy into his act more than in any other season.
Obvious ways Coach fits this model -- his Tai Chi practice as the way he removes himself, his ability to come up with esoteric quotes.
He does instruct but he makes an effort to initiate. With Cochran, for example.
Both Coach and Rob succeeded in making other players feel that they had that one on one full attention.
I think Coach is better than Rob at making people feel that he sees their problems. Rob might be better at pitching deals.
I think that both Coach and Rob have studied how to manipulate people, but Coach has in the past taken the position that most are fools who won't get him. I think that this season he realized that the "lunatic fringe" eccentric persona was not going to help him win. He couldn't be "weird." I think he still cultivates that air of mystery, and I do think he projects calm to his followers.
Whether that can continue is TBD.