What is Coaching?

Coaching provides clarity, insight, and feedback on personality, values, experiences, and desires. It empowers increased capability and intelligence. It is an investment in self, with dividends being increased productivity, exponential growth, and peak significance. You’ll live up to your potential.

Coaching begins with self knowledge - recognizing your unique pattern of success, happiness, and satisfaction. We discover this self-knowledge with assessments, introspection, and through the knowledge of recognized experts. We will draw out what you know and your reasons for your actions. We will compare this to your desires. You will talk. A lot. 

Next, we optimize actions to benefit your found goals and values, whether the future self, team, company, or all three. We will brainstorm solutions and find epiphanies by connecting  observations to your drives and the necessary actions. Awareness, understanding, purpose, effort, and more will increase as roadblocks are removed and decisions made.

What makes a good Coach?

Coaches vary. A coach may be a licensed psychologist, have one of many coaching licenses, or have unique experience. They may focus on a niche aspect such as employment, business growth, or health. Ideally they have one foot in a structured, educational past and one in a visionary future, straddling current research data and rooted in ethics.

Some coaches are generalists. We study psychology, anthropology, human development, motivation, probability, communication, consultation methodology, and systems theory. They read the masters in addition to popular self-help. We are obsessed with humanistic and organizational psychology, including ontology, personality, culture, and leadership. And archetypes. And social psychology. And language. It keeps going.

Get a Coach if:

Get a coach if you want to grow, act, or plan. People know they can do more but often don’t know why they are stuck. We know why. We know the patterns and we know the motivations. We can get you unstuck, reframe the future, and design actions to get you there.

We need support in our mental game. Some people are succeeding, but are troubled. Have you peaked? Are you missing something? Is disaster coming? Success has pitfalls; new directions need sorted; subordinates have demands; and decision risks have increased. A coach can help.


Classic coaching applied to the individual at independent or corporate request. 

Group Coaching

Groups include specialized cohorts for entrepreneurs and personality development.


Leverage the power of self-understanding and personality across teams and groups. 


What kind of Coaching do you offer?

We offer Executive Transformational practice. Dave's Master of Industrial/Organizational Psychology work includes development of leadership, lifespan, organizations, culture, ethics, diversity, and employees.

Life Coaching disciplines support these functions include career, success, failure, spirituality, meditation, breathing, dating, sex, relationship, health, nutrition, divorce, and recovery. 

Groups are designed to support either relational development, entrepreneurs, or personal knowledge.

Where will Coaching take place?

Dave is located in Castle Heights (Los Angeles, Beverly Hills and Culver City adjacent) and prefers to coach from a home office or make house calls, if the location is private. Video conferencing is also fine. Coaching in public places is avoided.

What do you charge? What are your minimums?

We work on a sliding formula. The sliding scale supports ethical conscience and drives success we succeed together. Dave occasionally takes on pro-bono clients. 

How long is a session? How often?

Individual client appointments are 90 minute appointments tri-monthly, 4.5 hours per month. Daily or weekend intensives are available but limited. 30 min accountability sessions are also offered. 

Do you offer Therapeutic services?

No. Although Dave has an education in the science of psychology, he is a coach and consultant, not a clinical or licensed therapist, nor does he offer therapeutic services.

What is your Cancellation Policy?

We maintain a standard 24 hour cancellation policy.


Dave S. Wallace, MS I/O Psy

Dave attended Lewis & Clark College on full scholarship with ongoing leadership training. He served as a juvenile delinquent counselor and sex-ed teacher before transitioning to music composition and production. After a decade in music, he returned to mental health and acquired an MS in Industrial/Organizational Psychology – Leadership, Data, Coaching, and Consulting. 

As a coach, Dave offers transformative processes, deep insights, broad knowledge, courage, and accountability. Much of his work is related to failure and the will to plan for, overcome, and grow from it. Chaos theory. Maps & Sight. Anti-fragility. Conquering hell. Growing robustness. Building paradise. Skin in the Game. Accepting Fool. Responsibility. In sterquiliniis invenitur. Hero’s journey. There is treasure there. Experiences can be soul-crushing or inspiring, degenerating or driving. 

"I am committed to growth. I measure my reputation by your success - my soul is in this, on the line."



  • 10,000+ hours of Private & Group Coaching
  • Master of Science in Organizational Psychology
  • Thesis: Female Sub-group Personality in Male-dominated Industries
  • Transformational Coaching & Breathwork, & Ford Foundation Trained
  • Counseled for American Legion Boys State, CBNW, & Salvation Army


  • Coached All Ages – Star / Entrepreneurial Millennials Significantly
  • Tech & Entertainment Focused – Entrepreneurs, Managers, & Creatives