Our world is full of Life-Coaches. This is an amazing time when access to information is soon to reach the entire globe. Information is shared in a global platform and has allowed online coaching to blossom within every area of human interest or need. Content is everything when it comes to coaching, and in a global information age, most content is homogenized. Thus coaching is really about accessing that 1 -2 % of nuanced, novel content. Even still, there is a big problem. Why doesn’t this amazing content transform more lives? In this podcast and post, I will expose the false claim that our DOING creates our BEING and how that cripples personal transformation. As an UN-COACH, I will explain the paradox of Big Truth and prove that it is our BEING that creates our DOING, and that changes everything.