Dede Murff, MCHC

I attribute much of my success to watching my father’s life and all that he accomplished.

My dad recently passed away at the age of 95. He was never one to sit still—he remained active, joyful, and deeply engaged with life until the very end. He had, at best, a third-grade education and lost his own father when he was very young, yet he built an extraordinary life for our family. Together, he and my mother raised six children, and they created a home filled with faith, love, hard work, and unwavering commitment.

What impacted me most wasn’t what my dad had, but who he was. He dreamed of owning a grocery store, and through perseverance and determination, he accomplished that dream. I watched him serve people, love generously, and treat everyone with dignity and kindness. By the world’s standards, he may not have been considered wealthy, but he was one of the richest men I’ve ever known.

My dad always saw life as a glass that was three-quarters full. He chose gratitude over bitterness, possibility over limitation, and he consistently saw the best in others. His faith, his devotion to my mother, his love for his children, and his resilience in the face of hardship shaped me more than any degree, certification, or accomplishment ever could.

When I think about success, I don’t think first about titles, income, or recognition. I think about my parents. I think about the life my father built, the people he loved, and the legacy he left behind. That’s what drives me. That’s what inspires me. And if my life reflects even a fraction of the character, faith, and impact of my father’s life, I will consider myself extraordinarily successful.

The best career advice I’ve ever received is simple: Find your passion, and then become exceptionally good at it. Don’t try to do everything. Hone your craft, stay committed, and strive to become the very best at what you were created to do.

In today’s world—especially in health and wellness—there are endless opportunities, ideas, and distractions competing for our attention. Social media constantly tempts us to chase the next trend, strategy, or opportunity. I’ve learned that success doesn’t come from doing more things; it comes from doing the right thing with excellence and consistency.

For me, that “one thing” is helping women who feel unhinged by life’s circumstances become anchored. My passion is helping women develop the resilience, faith, and mindset they need so that when life gets hard—and it will—they are not shaken by the storm.

I’ve also learned an important lesson along the way: don’t chase squirrels. Not every opportunity is your assignment, and not every good idea is God’s best plan for your life. Staying focused on your calling, rather than being distracted by every exciting possibility, has been one of the greatest keys to my personal and professional growth.

The more I’ve narrowed my focus, the more impact I’ve been able to make.

The best advice I can give is this: there is no one-size-fits-all approach to helping people. What worked for you may not work for the person sitting across from you.

Early in my career, I thought my job was to provide answers. Over time, I discovered that my greatest responsibility is to become an exceptional listener and ask meaningful questions. Most people already possess the wisdom, values, and desires that will guide them toward the right next step—they simply need someone to help them uncover it.

As coaches, our role isn’t to tell people what to do; it’s to create a safe space where they can discover what’s true for them. Listen more than you speak. Stay curious longer than feels comfortable. Ask better questions than you give answers.

And perhaps most importantly, remember that people don’t care how much you know until they know how much you care. Lead with compassion, humility, and a willingness to learn from every person you serve.

In an industry filled with trends, formulas, and quick fixes, never lose sight of the fact that every person’s story is unique. The best coaches don’t create followers—they help people become the healthiest, strongest, and most authentic versions of themselves.

I I think one of the biggest challenges in health and wellness right now is staying relevant while also staying grounded in evidence-based information. There is simply so much information available, and most people are consuming it in short snippets from social media, podcasts, and influencers.

As an evidence-based health coach, I’ve had to learn how to stay in my lane while remaining open and curious. Clients often come to me excited about the latest trend—whether it’s parasite cleanses, a viral supplement, or the newest biohacking strategy. Some of these approaches may have potential benefits, but the important question is: What does the evidence actually say?

The biggest challenge today isn’t a lack of information—it’s helping people distinguish between what’s trending and what’s truly supported by science. My role is to help women cut through the noise, evaluate the evidence, and create sustainable habits that support their health for the long term rather than chasing every new trend that comes along.

In my professional life, the values I hold most dear are integrity and honesty. I believe trust is the foundation of every meaningful relationship, whether I’m coaching a client, speaking to an audience, or simply sharing my own story. I never want to promise what I can’t deliver, and I always strive to lead with authenticity.

In my personal life, my faith and family are my greatest priorities. I was blessed to be raised by parents who modeled unwavering faith, hard work, generosity, and deep commitment to family. Their example shaped who I am and continues to guide the way I live, lead, and love. One of my greatest desires is to pass those same core values on to my children and grandchildren so that the legacy of faith, resilience, integrity, and love continues for generations to come.