About The Guide

My name is William Muir—though you might know me as Bill—and I’ve been immersed in the art of coaching for more than two decades. My journey began when I joined the California Conservation Corps, where I uncovered innate gifts in leadership, mentorship, and authentic human connection. Surrounded by extraordinary people committed to teaching young men and women the importance of self-improvement and environmental stewardship, I spent months at a time deep in the wilderness, free from modern distractions. This profound rite of passage ignited an unshakeable passion for personal development and set me on a lifelong quest to master it.

Eventually, I moved on and settled in Bellingham, Washington, starting a family and building a career as a union pipefitter. As a Journeyman, I found myself mentoring countless apprentices in an industry too often clouded by toxic work environments—conditions that starkly contrasted my experiences in the woods. I saw how such negativity forces individuals to sacrifice their authenticity and, in turn, harms not only the worker but their entire family. Seeking healing in my own life rekindled my commitment to fostering authenticity and personal growth in others.

Over the years, I’ve explored a wide range of philosophies on human behavior and self-improvement, eventually training in transformational and psycho-spiritual coaching. After earning my certification from Being True To You, I created a unique framework called Sacred Trust Theory. Designed to enhance existing psychological models, this approach weaves in sacred duty and spiritual connection—elements my clients define for themselves. Through it, people gain clarity about their relationships with the world around them and learn to align with their natural talents and individuality. Sacred Trust Theory serves as a powerful catalyst for transformation, guiding individuals toward a life of purpose and personal mastery.