Known forSomething

You stop asking “what would I even do,” and you get to start deciding how big it gets.

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There's an order to this, and it's the difference between six months that get you somewhere and another year of being busy in the same place.

01
Direction
What you're actually doing.
02
Attention
Getting visible doing it.
03
Trust
They come to you and tell you what they need.
04
Your first offer
Built out of what they told you.

Not the other way around. That's the version that fits next to a full-time job, I know because mine is still running too.

Where you are today

You left the workshop with an idea. That is not the same thing as having a direction.

What you've got
  • A skill you've been using at work for years
  • Something you actually care about
  • A high level idea of who you'd be talking to
What you don't have yet
  • What you'd actually be selling them
  • How to position it so they want it
  • Whether it fits your life, your bandwidth, and what you want

Say your skill is program management, which really means you take a mess of moving parts and put them in an order that makes sense so somebody can start at the beginning and actually finish. And say the thing you care about is your dog. So you put those together and you land on training programs for new dog owners.

Great. That is real, and it is also still just an idea.

Why the order matters

An idea only turns into a thing if you build it in the right order.

Those four steps aren't a preference. Each one only works if the one before it already happened, and going out of order is where this quietly falls apart.

Every wrong order has its own dead end.
Attention without direction

The girl with a hundred thousand followers and nothing to sell them.

Trust without attention

Three people who really believe in you. Lovely, and it isn't a business.

An offer before either one

You, asking strangers to buy something they never asked about.

On your own, that's trial and error.

Here you get the efficient order and you just do the next thing, because girl, we don't have time to be playing around.

Who's running this

And that's the part I do.

I did this the long way first.

Working on my business until midnight every night, making a ton of content, having a ton of ideas, and not getting traction on any of it. Nothing was wrong with the ideas, they were just in the wrong order.

I came out of sales and customer operations.

So I don't run this like a creative project. I run it like an operation, because that's the only version that survives a full-time job.

And it works on people who aren't me.

I've been running this with a handful of clients one on one. One of them is a travel agent who got laid off and was living off whoever happened to refer her that month, with no real way to say what she did that was any different from anybody else who books trips. She's the person who curates cultural travel experiences now, and that sentence is the entire difference. Same skill she always had.

What's inside

Four steps, in the order they have to happen.

Go at your own pace. Nothing expires, and all of it is yours for good.

✓
The workshop was the foundation. You already laid it.

You walked out with your skill, your interest, and a high level idea of who you'd be talking to. Step one isn't doing that again. It's refining what you landed on until it's sharp enough to build on, with your real numbers and your real timeline underneath it.

Funnel Core offer 04 · YOUR FIRST OFFER six months from now 03 · TRUST 02 · ATTENTION 01 · DIRECTION refining what you landed on THE WORKSHOP done today

Core offer and funnel come after. Real, and not what you're buying today.

STEP 01
Direction
What you're doing and who it's for, at the depth it needs to hold up. Your real numbers and your real timeline sit underneath all of it, so what you build actually fits the life you have.
The Runway The Skill The Interest The Person The Problem
Refining what came out of the workshop, not redoing it
STEP 02
Attention
Speaking to her identity and her situation, so the right woman recognizes herself and stops scrolling. This is what gets you seen by the person you actually want, instead of seen by everybody and wanted by nobody.
Her Identity Her Situation
STEP 03
Trust
The authority engine. What you're actually talking about, week after week, so she comes to you already knowing what you're about. You build your own content brain here, which means you stop deciding what to post and start running a system.
Your Content Brain The Authority Engine
STEP 04
Your first offer
Built out of what she told you, not out of a guess. The format, what's in, what's explicitly out, how it's priced, and the words that make her want it.
The Offer Positioning the Offer
Every part of this ships with a prompt, also yours for good. Rerun it any time your situation changes. New job, new number, new timeline, same method.
Okay, I'm sold, let's do this
Six months from now

Here's what you'll have.

01You'll know who you're selling to.
02You'll know what they need to hear from you.
03You'll know what you're selling them.
04You'll have the offer, and the content will be running.
05The right people will already be showing up knowing what you're about.
How it works

Self-paced, and not on your own.

Office hours3x a month, 1 hour
Support runs for6 months from your start date
Doors openSeptember 1
Everything insideYours forever
A lesson a week is the pace I'd recommend.

Not because you're behind if you don't, nobody here is on a cohort clock. It's because this works better when each piece has time to settle before you build on top of it. Support runs for six months, because the material ends and the work doesn't.

Office hours is where you stop doing this by yourself.

Not lectures. You show up with what you built, whatever you're stuck on that week, and we work on it in the room.

Buy before September 1 and you lock the founding rate. Your six months starts September 1, so the pre-sale never costs you a day.

If you move now

Pay in full by Friday and we work on yours together, live.

Pay in full by Friday, August 14 and you get an hour with me on Zoom. Not a review I send back to you. The two of us on a call, out loud, in real time, working through the skill, the person, and the problem you landed on today.

I'm asking the questions and you're answering them, and we're fixing it while we're both sitting there. You'll get off the call knowing which parts hold and which parts need another pass.

Pay in full and claim my hour

I don't want you taking this decision lightly. That's why everything that's inside, how it works, and when it starts is all on this page before you get anywhere near a checkout.

The founding rate
$997
The only time this rate will ever exist. Goes up September 1.

Or $97 every two weeks, one payment for every two weeks you have me. Klarna and Afterpay are at checkout too.

Grab the founding rate
Payment options at checkout · Doors open September 1
Before you grab your spot

A few things you might be wondering.

How is this different from what we just did in the workshop?

The workshop was the first pass. Ninety minutes, and you got a real answer out of it. What you didn't get is whether that answer holds up, who exactly you're selling to, or what you say to reach them. That's what step one is for, and it's why Direction is a whole step and not a single exercise.

Do I need an audience already?

No. If you had one, you'd already be past steps two and three.

Attention and trust are things you build here, not things you're expected to walk in with. It's easier to start small than to start with a following that knows you for something you've decided to stop doing.

I have a full-time job. Is this actually realistic?

It's built for exactly that. You go at your own pace, nothing expires, and there's no cohort clock you can fall off of. A lesson a week is what I'd recommend, and a week where you don't touch it costs you nothing.

Going at your own pace is also where things quietly stall, which is what office hours are for. If you hit a week where you can't get started or you feel out of the loop, you bring it to the room and we get you moving again.

How big is the group?

Small, and that's on purpose. This is the founding group, so if you show up to office hours and there are three of you in the room, you're getting something closer to one-on-one time with me than anybody who joins later ever will.

It's not a cohort, so there's no start date you can miss and no clock running out on you. People come in as they're ready, which means the room keeps refilling and you're never the only one working through this.

What if what I land on changes later?

It's supposed to. Your situation moves. A new job, a new number, a new timeline, and the method is built for that. Every part of this comes with a prompt you keep for good, so you rerun it whenever things shift and get a fresh answer. You're never locked into the version you wrote on day one.

What happens between now and September 1?

You lock the founding rate today and your six months starts September 1, so the pre-sale never costs you a day of access or support.

And if you paid in full by August 14, your hour with me happens in the meantime, so you walk into your start date with your direction already pressure tested instead of starting from scratch that morning.

This is the first group. Should I wait?

Being early is the whole reason it's $997. This is the only time it will ever be under a thousand dollars, and you're getting the same material and the same six months of office hours everyone after you will pay more for. The rate is the thank-you for coming in first.

Can I split up the payment?

Yep. Pay in full, or take the $97 every two weeks option, which runs right alongside your six months. Same everything either way.

Klarna and Afterpay are at checkout too if pay-later is more your speed.

Can I get a refund?

Due to the digital nature of this product, there are no refunds.

That's what nine-to-five optional actually means.

The job doesn't have to disappear for it to stop being the only plan.