I'm Rock DuBois, PCC. I've spent nearly 15 years doing identity reconstruction work with founders, executives, leaders and their families who've built powerful professions but lost themselves and their relationships in the process.

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I don't do traditional coaching. 

 

What I do is something most people have never experienced: I expose you in a way that is both uncomfortable and from a place of love. Because I know you weren't designed to struggle or suffer, or experience unnecessary friction in your life - and I trust you to get back to the truest you. 

 

We are not broken. We are out of alignment to design. That distinction is everything.

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Most of my clients come to me after everything else has failed.

 

Therapy didn't touch it. Leadership development didn't land. Executive coaching felt like rearranging salad on a plate.

 

They're high-performers on paper: CEOs running multi-million dollar companies, executives leading scaling organizations, founders navigating the toughest personal eras while trying to hold their teams together.

 

On the outside, they're winning. On the inside, they know something is fundamentally wrong.

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The work I do doesn't fix behavior.

It reconstructs identity.

 

We don't talk about what you should do differently.

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We decide who you need to be.

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I've spent years in entertainment - performing, directing, coaching talent in Los Angeles. I've been on American Idol, America's Got Talent, worked behind the scenes as a writer and producer. That world taught me something critical: everyone is performing. The question is whether you know you're doing it or whether you think the performance is actually you.

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I'm a first-generation college graduate. I hold multiple degrees and certifications, but none of that matters as much as the fact that I've sat across from hundreds of people at their breaking point and helped them rebuild. I wrote the book on identity integration - literally, it's called From Success to Significance - and I wrote a second one for the next generation, Being Your Best, because this work shouldn't start with adults.

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I live in Massachusetts with my wife Christina and our kids, Perre and Weston. I sit on the board of Camp Willow, a summer camp for children with disabilities. I'm building something bigger than a coaching practice - a future school,  an invitation-only Significance Collective, and a legacy that goes beyond individual transformation.

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But right now, if you're reading this, none of that backstory matters.

What matters is whether you're ready to stop pretending.

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If you are, let's talk.