Another Monthly MasterFull Monday Webinar – The Amazing ATEBAR Formula

This may be the most powerful thing you will learn in your coaching.
No kidding.
(This is a modified lesson in my Advanced coach training program The Fast Pass to MasterFull Coaching” and it’s lesson #2.
That tells you just how foundational this is.  )

EVERYTHING in your coaching will deepen, expand and grow in amazing ways.

Simple.  This formula is truly amazing (which is why it’s called that.)

  • Solidify HOW and WHY your coaching works
  • Identify clearly the difference between COACHING and consulting, therapy, teaching and all those other similar models.
  • Have a resource for UNLIMTED powerful questions
  • Know exactly WHY your coaching isn’t working (when it isn’t–and it’s much more than you think, and what to do to get back on track with your client.
  • Handle ANY client, ANY problem ANY time!
  • Create a much more powerful, solid and reliable foundation for your coaching
  • Grow your coaching confidence.
  • Learn how to TRULY coach the PERSON, not the PROBLEM
  • Tap into the powerful CORE of your coaching.

I’m not kidding when i say that this will completely redesign, deepen and explode your coaching.  (And if you don’t think so afterwards, I’ll refund your purchase.)

WHEN:  Monday, April 12 at 4:00 pm CENTRAL/ 5:00 pm EASTERN

HOW: Two ways to join:

  1. Follow this link to purchase through EventBrite.  It’s only $30 for a 90 minute master class that is the mother of all master classes.  (HINT: all free members get a 10% discount with the code “IMWonderFull”  Or just follow this link to have it automatically applied. 
  2. Sign up for the MasterFull Access Membership level-it’s a monthly subscription of only $27 a month, and you get this webinar free, PLUS access to all the past Master Class webinars and a whole lot more. (Your special discount code will arrive in another email just for you)
    (but still register so I know you’re coming.  {Plus you’ll get the webinar link and info to join)

  Either way, DON’T MISS THIS.


A few words can make a difference.

Don’t just skim this.  Because you are a member, I’m not going to inundate you with marketing and stuff like that.
But there WILL be opportunities for you to deepen your leanring, grow and discover something new–either with an outside event, or even right in the body of the email.
And THIS email does BOTH:


I am so proud to receive testimonials like this one.

You may or may not know, I am leading an 8-part deep dive master class webinar series for the ICF-Maryland chapter on each of the Core Competencies.
They are exciting, they are fun, they are fantastic.

Don’t take my word for it, read what their own Past President has to say:

“I was a bit hesitant to register for the virtual Great Eight Core Competencies webinar series. Like so many of you, I’ve been “virtually learning and zooming” for way too long! How excited I’ve been to participate in these engaging and inspiring sessions that have provided enormous value to me as I continue to strengthen my coaching skills. The opportunity to connect with accomplished coaches is an extra benefit to these sessions expertly facilitated by Ben Dooley, MCC. The conversation during these 90-minute sessions has been both powerful and provocative. I’m glad to have made the choice to participate in the series and thank ICF Maryland for providing this amazing opportunity”.   

NOW: I share this with you for TWO reasons:

A) Come in and join the fun.  It’s all at

B) Go out and get your own testimonials.  People don’t often volunteer their own comments (this is rare) but a simple little ASK, can make all the difference.
So reach out to your past and current clients and let them know you would love some words about your work with them that you could use for your website or other marketing.
“What worked about our coaching?”
“How did it help?”
“What did you love about our work together?”
“What do you want others to know about what my coaching can be for them?”

And of course, whatever other questions you might think helpful to prompt some delicious comments.

And by all means, RECEIVE them.  Thank them.  Let them know their words have impact and meaning and value.


The next Monthly MasterFull Monday Webinar: How to COMPLETE ANY coaching session powerfully!

You might have already heard that I’m running a series of monthly Master Class webinars, and this one coming up completes the third in the first series, “The ABCs of MasterFull Coaching” in which we explore how to set powerful and clear Agendas in your coaching, how to take your client deep into the Body of coaching, and now we come to how to Complete your coaching powerfully.

Not only that, but we cover a simple, yet critical, structure that will TRIPLE the depth, impact and range of your coaching (at least)

And I want you to join in this powerful 90-minute Master Class that’s packed with insight and information you will not find anywhere else..

Monday, March 8 from 10:00-11:30 Central / 11;00=12:30 Eastern.

And it’s easy.

Follow this link to register for a small fee, AND if you are a BeDo member, just enter “IMPowerFull” in the code section and receive a 10% discount.

With this vital and powerful structure, you’ll know the FOUR WAYS TO COMPLETE ANY AND EVERY COACHING SESSION POWERFULLY!

Oh yeah, and you’ll also get 1.5 CCEUs.

I’ll see you there.

NEW BeDo VidBits are up! (and so much more coming)

Got into an inspired craze and popped out three new BeDo VidBits

  • How to handle the dreaded story… NOW
  • Don’t Don’t and Do Do Coaching
  • The EXHAUSTING Either./Or and the Yanking of Yes/No

And that’s not counting the semi-recent ones:

  • The Problem with Coaching the Person, not the Problem.
  • Your Coaching Cookies
  • What is your Coaching Worth?
  • Your Life Purpose is NOT to coach.

And that’s not counting the other ones that popped up and total now over 40 videos.  (And more coming)

And they’re all under 10 minutes and PACKED with insights, learning, discoveries, tips and tricks to access deeper, more powerful coaching.

Go check em out.

(After all, they’re all free for everyone registered in the MasterFull Membership–ALL levels.)

(And if you’re not a member, it’s free.  Just go to and see what you’re missing.)

The next Monthly MasterFull Monday Webinar completes the ABCs of coaching

It’s a simple reminder that makes a POWERFULL difference.
When you follow the simple rule of ABC your coaching will grow tremendously.  You will be able to accomplish so much more, go so much deeper, and have your coaching be so much more

And this time, we’re focusing on the InCredible C of our coaching.

I’ll give you a hint: it’s all about how to powerfully complete any coaching call.

More information is here. 

lock it in now and don’t miss this powerful webinar. 

There’s a low registration fee of $30 for this 90 minute super-packed webinar OR

you can join the MasterFull Access Membership level and get this, plus all the PAST and FUTURE Monthly MasterFull Monday Webinars included.

My latest and awesome Podcast appearance

Oh, I’m so excited to share this with you.
A few months ago I was contacted by Coach Mel Leow.
Who’s Mel?
Well, Mel is perhaps someone you should know.
Mel, is another MCC coach, but his angle is reaching out and having engaging and empowering podcast sessions with other MCC coaches.
And we did one together.
And I have to say, Mel himself said this was amazing.
We went way over the normal time.
We explored exiting angles and directions.
And it was a lot of fun.
(Yeah, I can’t wait to do another one.)
So check it out with any of these links (and check out Mel for other ones, too.)
But don’t miss this.  You WILL get great insight, discovery, stretching and growing.  (Plus it was a heck of a lot of fun)

Let’s go Crazy

Being a child of the 80s I tend to have a fondness for much of the music of that era.  While I was running (still a new experinece for me) I was listening to Pandora (my favorite running companion) and Prince’s “Let’s Go Crazy” from the Purple Rain soundtrack came on.
Dearly beloved, we have gathered here today
To get through this thing called life
Electric word life it means forever and that’s a mighty long time
But I’m here to tell you there’s something else
The afterworld, a world of never ending happiness
You can always see the sun, day or night

So when you call up that shrink in Beverly Hills
You know the one Dr. Everything’ll Be Alright
Instead of asking him how much of your time is left?
Ask him how much of your mind, baby
‘Cause in this life things are much harder than in the afterworld
This life you’re on your own

And if the elevator tries to bring you down
Go crazy punch a higher floor

Now, growing up, i thought I knew this song, but looking back, I missed the deeper meaning.  It’s about living your life to the fullest, take it all now because this is all we have.
And then I reheard those lyrics, “And if the elevator tries to break you down, go crazy… punch a higher floor.”  and I got it.

Failure.  Disappointment.  Obstacles.  Life.

Elevators only go up or down, and if the elevator is breaking down, you’re certainly not going up.

Go crazy.  Don’t just sit there and let it run you down.  Step out of the box.  Go nuts.  And punch a higher floor.  Go for it.  Reach even higher.  Now is not the time to play it safe, it’s time to reach farther and bigger than ever before.

Back in the spring I had finally got the report that I had not passed my MCC exam.  I was upset, frustrated (to be honest, even a bit pissed) and very discouraged.  And of course I had a few days of letting the elevator bring me down, but I quickly got back on my feet and reached for something even bigger and higher.  I wasn’t about to let that stop me.  And I achieved exciting things and created new partnerships and have had the best year in my coaching so far… even after that tragic failure and downfall.

Of course I tried again, and I’ll continue to reach for that level and eventually achieve it.  But you and I know that I’m actually punching a higher floor than just an MCC.

Care to come with me?

Then let’s go crazy together.



“Aren’t you worried about your exam?”

Nope.  I’m confident I will pass, and I figure if I don’t, then there’s something important to learn.

I had that conversation six years ago at an ICF conference.  I had already long past achieved my PCC status and was well on my way to logging hours to complete my requirements for MCC.

Not only that, but I was the teacher of coaches—I knew this coaching stuff solid (at least back then I thought I did.  Looking back now I realize that perhaps my ignorance was bliss).

Perhaps this sounds like ego talking (and maybe there was a little involved) but there was also deep confidence.  You see, I had already gone through the gauntlet of failing a coaching exam.  A tale that was as sordid and brutal as any Grimm Fairy Tale, any Hunger Games book, as dark and twisted as a Steven King novel… ok, perhaps not that much.  But at the time it was pretty bad.  In fact, it was the only time I truly thought of giving up coaching.  In truth, I actually had given it up… but for one last thing.

Anyway, that’s another story which you can read it here in all it’s PDF splendor


How I gloriously failed my first coach certification exam, and lived to tell the tale.

It’s packed with wonderful learning and in the end, although it was painful and frustrating in the process, it ended up being an invaluable experience—one that continues to still, many years later, provide me with powerful lessons to remember, pass along to other coaches, and unpack new ones.

But it’s particularly important for this story for a few reasons.

  1. A) At the time, even though I had failed, I had gotten tremendous support and insightful feedback.
  2. B) I had firsthand experience of failure in coaching, and then grew from it.

BONUS: I was able to transform that experience to benefit other coaches, thus not only passing it on, but reinforcing it within myself.

And as the years went by, I continued to explore and deepen my coaching in exciting and fun ways.  I knew more and more with each passing month.  I continued to hone my skills and shared all that learning with my clients (coaches) as well as fellow coaches I engaged with.  (And the more you share, the more it grows, right?)


Looking back to that conversation at the conference those years ago, I suppose my devil-may-care response to that very frustrated and irritated coach might have looked like it was full of overinflated ego, (well, as I said, maybe a little, born of innocence and ignorance) but it was really just simply confidence (perhaps also born of innocence and ignorance).  I knew that the bar had been raised, but I also knew that whatever it was that was asked of me, I could handle it.  The change in credentialing policy and procedure didn’t intimidate me, it called me forth.  It challenged me and I willingly accepted it.   After all, I didn’t want this to be too easy.


You see, at the time, the ICF had noticed that the credential of MCC was losing its credibility.  There were coaches who were MCC but weren’t displaying the level of skill and competency that would be expected of a Master Certified Coach.  Time was you simple fulfilled your requirements of hours and experience and made your submission and that’s that.  You were an MCC.

A Master Certified Coach.  And all it took was just logging enough hours to show you’d been doing this a long time.  With the assumption that if you had been coaching for a long time, then you certainly must be a Master Coach by then.

That was the theory, I guess.

I don’t mean to discredit those early MCC coaches.  On the contrary I’ve engaged with some incredible and truly Masterful coaches, but there were also many who hadn’t been truly tested of their merit, skill and competency.

The ICF recognized this little discrepancy and made some changes in the requirements to make it harder, including ALL coaches would have to go through an exam, as with the other levels, but of course because this was the highest credential, the bar would be much higher.  As a result, what was once relatively easy to achieve suddenly swung the pendulum the other way to a 90% failure rate.

Ah, I would think to myself, if only I had gotten there sooner, I would just need to submit my hours like I did for my PCC and then I’d be in.  No exam, no testing, no having to prove my worth.  Those were the good old days.

But I welcomed the change.  Because I knew that this was going to be hard.  It was supposed to be challenging.  If anyone was going to be considered a Master at something, then they need to really be solid and strong.  More than just a load of experience.

A Black Belt in the martial arts have to go through a test.  It makes sense here, too.


Many coaches, I suspected, weren’t ready for it.

I was.  True, I had only been coaching for 5 years, but I already felt I could DO what was requested of me.  The only thing that was holding me back was the fact that I didn’t have enough hours accrued yet.


So with that in mind, along with the new rules and requirements, I began to devise some expectations and assumptions.

  1. A) I already was a great coach. All my clients (of whom most were coaches themselves) told me. And I knew it from my own experience.
  2. B) The exam would be no different than what I had done before, only they were looking at it more closely.
  3. C) My style was out of the box, creative, non-linear at times. Exactly what they were likely looking for.
  4. D) Whatever happened, I knew I could handle it.


This seems perfectly natural, doesn’t it?  I mean, take a look at where you are now in your life—your coaching career, your business, whatever.  And look at that next thing that you want to achieve.

Your only frame of reference of whether or not it’s possible is the information that you currently have at your access.

  • What others are saying, what’s in the outside world that is coming to you. In this case, the stories that other coaches were sharing about rumors they had heard (I had yet to actually hear from anyone who had taken this new exam requirement) and also what my clients were telling me about their experience of my coaching.
  • What we make up, think of, choose to remember, feel and believe. In this case, I was pretty proud of my coaching and my knowledge and depth of what I had discovered about this craft and how I was passing it along to others.  And when I would come across any outside sources about coaching, they would only confirm what I already knew and practiced.

This of course works against us, too, right?  We have a design to accomplish something and realize (or feel) that we are currently not at that level, and then we determine automatically that obtaining it is impossible.

For me, this was the opposite.  I clearly saw it in my sights.  I already had a feeling of just how possible it was.  And I had racked up enough personal proof to suggest that this was entirely doable.

And so I set myself on a plan to move faster there.  I was five years into my coaching career and I was confident I would get that MCC before I hit my 10 year mark.  But I had to start NOW.

And so start I did.

Convinced that when the time came I would either pass easily, or if I didn’t, I would graciously accept the experience and chalk it up to more great learning.

Little did I know what experiences awaited me.

You know, they say that it’s the journey, not the end destination, where all the important stuff lies.  Heck, I did not realize just how true that was.


This is #2 of my 17-part journey in becoming an MCC.

The successes, the failures, the challenges, the steps I took and all that other stuff in between.

To get more, you can sign up to my free membership level “Get Good Stuff”

Plus get TONS of other stuff to help your coaching grow.


 “Why do you want to become an MCC?” a coach once asked me.  At the time I couldn’t tell if the question was supportive, challenging or simply inquisitive.  But I answered honestly just the same.

I recalled stepping into my first weekend of coach training.  Like everyone else, I was new to the coaching world.  We all went around the circle introducing ourselves—saying something to the effect of, “Hi, I’m Ben, and I’m really excited about becoming a coach.  It turns out I’ve been coaching all my life in one form or another and this is such a perfect fit.  I know my purpose and passion now and I’m fully committed to this new course in my life.”

Something like that.  Perhaps it sounds familiar, like you said it yourself or you heard others say it.

It’s ok, we all say things like that when we’re stepping into something new and exciting—especially when it “feels right”.

On the final day of that first weekend, we had what was called an “open brown bag” conversation where we could ask our instructors anything about coaching and the topic of credentials and the ICF came up.

They explained about the three levels of credentials and that ACC would be similar to what we would get from our Certification course should we continue.  And then there was this level called MCC.

Something in me sparked to awakening.  It would take me the next 10 years to discover that it was my Inner Master Coach coming to life.  It was he who spoke—ever so softly that I could barely hear it—saying, “Yes.”

I perhaps should preface this by saying that before I had discovered coaching I had spent nearly 18 years prior as a “working” actor in Chicago.  I say “working” because although I kept getting hired and cast for things, I could see others in my circles getting much more work.  Actors who were no better than I was, talent and skill-wise, and some who even were not as skilled, were making decent money.  And I knew exactly why.  I watched them treat their acting as a full business.  They took on their marketing, they immersed themselves in their branding, they continually reinvented themselves, they spent whatever they could to reinvest in themselves—either in their business or in their training and skill development, or both.  And while I certainly wasn’t against doing any of that, I didn’t have the powerful and consistently active drive to keep getting bigger and better.

I was content with doing the rounds, taking a class perhaps from time to time, and waiting for my agent to do all the work for me and then call me when auditions or jobs came up.  Which they did… from time to time.

It was enough to sustain… barely.

So I was always forced (like so many other actors and artists) to take a “day job”.  And then stuck in the dilemma of finding a job that wasn’t mind numbing, but would also offer the flexibility of being able to do the “acting thing.”

Bottom line, I knew that if I was going to succeed I needed to treat my acting as a real business, rather than a nice money-making hobby, which is more what I was really doing.

So it was in that Sunday circle when I had what you might call an epiphany.  At least it was for me.

Here I was stepping out of the aimless wandering of acting and stepping into what could easily be more aimless wandering.  If I wasn’t careful I was going to spend the next 10 years of doing exactly what I had done in acting, but in coaching.

Don’t get me wrong, I had some pretty decent success.  I’ve done just about any type of acting job that’s out there (except Major Motion pictures—and even then I’m all over the background in “Rookie of the Year”.  I’m the guy in the stands in the Batman shirt when everyone is chanting “Throw it back!”—pretty easy to spot when you know what to look for—but that’s a metaphor for another post) but nothing that was sustainable.  Nothing that felt like, “Yeah, I’ve got myself really established and set in.”  Nothing that would indicate I was really playing a big game.  And here I was, getting ready to do it all over again, just changing the title on the outgoing voice mail.

The bigger irony was that I was likely investing several thousand dollars to wander aimlessly in this new place, pretending to call myself a coach and not really committing—just like my acting career.  Sure, I’d get clients here and there, perhaps enough to make it feel like I was doing ok, and not low enough to give it up.  Same trap, different label.  I knew that if I was going to do this thing called coaching, and if I was going to be true to those words that I said earlier that week of “This is my new direction and purpose,” I was going to have to step out of that comfort zone and learn how to treat this like the business that it was.

That meant two things.

  1. A) Learn how to do business. (I now encourage any and every student going into college, “For God’s sake, take a business course so you can learn the basics of Money, Marketing, and Business. Even if you’re not going into business, you will use this in your life.”) Amazingly that same “Open Topic circle” they offered a new opportunity—a beta testing of a Business Development Program that they were starting up.
  2. B) I needed to put into action the very things that I was learning that weekend. Specifically I needed to have a clear vision and motivating goal. Something that would keep me focused and moving forward.  Something to strive for.  Something that would encourage me to move forward when I wanted to stop.  And the answer was so obvious.  I wanted to be an MCC.

It was really perhaps my first “coaching experience” where I was truly impacted me in a deep and profound way  (there have been many others since, but let’s be honest, a lot of that early coaching is more about learning the skills and tools, and while we experience change in the moment, or rather the opportunity and inspiration of change, those insights rarely last.  But this one was different.  I knew when I heard those letters and what they represented, that if I was to really be serious in this coaching world, I needed to achieve that status.

Not that being an MCC would instantly be the solution or final stage.  I knew that I might not ever achieve it.  After all, they reminded us all, it stands for Master Certified Coach.

But I knew that I needed to give my everything to try.  I can’t explain it any more than that.  It wasn’t about vanity, it wasn’t about some sort of vainglorious hope that if I reached that status then I would automatically be pulling in millions of dollars.  But it was still important.  Personally.

Of course there were just a few things I had to accomplish first—like my first weekend of training, getting clients, getting experience, getting money, getting certified at the basic level, grow my business, become more powerful and skilled, do more training, get more hours of experience, get my PCC credential, then coach for a really long time to get more hours of experience and training and then…

Maybe then…

I would get my MCC.

I didn’t clearly realize it at the time, but it was this powerful and personal vision that kept me moving.  Every now and then I would reconnect with what I wanted, and more importantly, why I wanted it, and that would fuel me to keep moving forward, keep tracking my hours and accomplishing all my smaller goals—step by step.

And so my journey began.


(This is just the beginning of an amazing #17 part roller coaster ride.  Follow the saga.  Discover insights, learn from my experience, utilize everything here to help you grow your own coaching, whether you pursue this direction or something else.  And it all can be found here.

So… what was the lesson you got from this?

When you embark upon something new, something big, something possibly scary, overwhelming and “oh crap”, it’s critical to look at a few important things.

A) What makes this important to you?  Trust me, that’s going to come in handy later on.

B) What’s the vision or dream?  Yeah, this is going to be pretty important, too, later on.

C) What will it be like if you don’t do this important work?  In other words, i knew that if I didn’t approach this whole thing differently, it would likely be the same overall experience as my acting.–fun, fulfilling (to a degree) but not truly realized.  This also begins to reveal our own personal habits, strengths and weaknesses, fears and concerns and all that stuff that would likely come in if not checked.)

D) Follow your own words.  There’s going to be so much about this and the other things and so much more to come in the following chapters, but it all bears repeating.  In this case, we need to honor our words.  Our coaching tools, distinctions, models, core foundations principles and all that stuff is there for a reason.  And if we’re not going to use our own product, then we’re going to have a really hard time selling it with confidence.

It’s more than just knowing this coaching stuff works, it’s truly KNOWING it works.

And it can ONLY WORK if we actually DO it.

So pick something that you want to create, achieve, build, grow or realize.  (Mine currently is to create a membership platform where 10,000 coaches can access all of these posts, audio recordings, video lessons, master classes and cutting-edge webinars, and YOU’RE INVITED to join in on the Free Access to Great Stuff level.  Check it out and get all the Great stuff.)