It will come as no surprise that a good health span depends on our developing healthy habits throughout our lives. When it comes to changing our habits, an area of focus for coaches in general and health coaches in particular, we come up against the conflict between knowledge and beliefs. Dr. Chestnut uses the example of the doughnut and the apple. People know the doughnut is bad and they know the apple is better, but in their subconscious belief systems, they believe it’s better to have the doughnut, often for reasons of pleasure, reward and early life conditioning.