The Caregiver Archetype: When Helping Hurts Your Business (and How to Heal It)
When your brand is led by the Caregiver, you naturally attract people who are overwhelmed, under-supported, and seeking a soft place to land. Your messaging feels warm, your offers feel thoughtful, and your energy provides emotional refuge. But if you’re not careful, that same energy can cause you to overgive, undercharge, and stay silent even when something needs to be said.
The Lone Wolf Lie
Leadership doesn’t mean doing everything yourself. It means knowing which parts of the story only you can tell — and letting others support the rest. When you release the lone wolf lie, you free yourself to focus on the parts of the business that truly need your voice, your vision, and your creativity.
Feedback, Not Rewrites: Editorial Etiquette for Maintaining Voice
There is nothing more insulting than feedback that pretends to be helpful while quietly replacing your voice with someone else’s. It’s inefficient, it’s impolite, and it’s the fastest way to flatten a brand into something forgettable.
What Kind of Entrepreneur Are You—Before You Ever Start a Business?
Entrepreneurship isn’t just about starting a business. It’s about stepping into a role. And roles feel very different depending on who you are, what motivates you, and how you respond to pressure, uncertainty, and responsibility.
Before you decide if you should start a business, it helps to slow down just enough to notice what’s already true about you.
If Your Brand Feels Off — This Isn’t a Strategy Problem
Most founders don’t realize anything is wrong with their brand all at once. There’s rarely a dramatic collapse or a single moment where things fall apart. Instead, there’s a subtle shift — the copy feels harder to write, decisions take longer than they used to, and the business starts to feel slightly unfamiliar, even though you’re the one who built it.
That discomfort is easy to ignore. After all, everything might still be “working.” Clients are coming in. Revenue hasn’t disappeared. From the outside, there’s no obvious reason to stop and reassess. But inside, something feels misaligned — and no amount of optimization seems to fix it.
That quiet unease is exactly where Brand Crimes Unit begins.
The Ruler Archetype: When Control Becomes a Cage Instead of a Container
The Ruler builds worlds where people can thrive. They steady the room. They protect the vision. They see the moving pieces and know how to put them in order. But even kings and queens can lose their thrones, especially when their desire for order morphs into an obsession with control.
The Success Story That’s Actually a Trap
Growth is easy to measure, and that’s why it’s seductive. Charts go up, metrics look good, outsiders nod approvingly. But in reality, success without story feels hollow. Entrepreneurs often confide that once they hit the milestone they thought would change everything, they still felt strangely… empty.
Your Origin Story Is an SOP: Onboarding Etiquette That Scales
Most businesses lose authority in the first thirty days. Not because the work is poor, but because the story is sloppy. Expectations drift. Communication gets awkward. Feedback arrives sideways. And suddenly everyone is wondering who dropped the ball—when the truth is, no one ever agreed on the rules of the game.
The Sage Archetype: When Your Expertise Becomes a Wall Instead of a Welcome
In our culture of fast takes and louder megaphones, the Sage’s biggest risk isn’t irrelevance—it’s inaccessibility. If your wisdom isn’t relatable, it can feel like a test. And no one shows up to be tested unless they’re paying for a degree. Today’s audiences aren’t just looking for content; they are looking for a companion in the complexity. They want to learn—but they also want to feel seen in their not-knowing.
Burnout, Belonging, and the Quiet Work of Coming Home to Your Business
By December, many entrepreneurs don’t just feel tired; they feel like strangers in a business they themselves created. And then, because we’re human, we blame ourselves for not being tougher, more organized, more “on top of it,” instead of recognizing the pace we’ve survived.
The Stories We Forget to Tell Ourselves — Rewriting the Entrepreneurial Narrative
Every entrepreneur carries two stories:
the one we tell the world… and the one we whisper to ourselves when we’re tired, alone, or unsure if we still have it in us.
The public story is polished — “Business is great,” “I’m scaling,” “I’m busy.”
But underneath, there’s the private narrative:
I’m overwhelmed. I’m not sure this is working. I think I lost myself somewhere this year. How do I get back to the part of this I actually love?
Here’s the truth: entrepreneurs rarely suffer from lack of strategy.
We suffer from outdated stories — narratives written by old versions of ourselves, old beliefs, old fears.
And December, more than any other month, has a way of revealing the mismatch.
The Invisible Script You Inherited (and Didn’t Realize)
When your business is being ghost-written by other people’s narratives, you lose authorship of your own. You might be working endless hours to honor a family legacy, but at the cost of your health or creativity. You might feel guilty for wanting to change the model—even though the old one no longer serves your clients or community. Over time, this disconnect drains energy, stifles innovation, and makes you feel like a caretaker of someone else’s story instead of the author of your own.
Why December Is the Best Time to Fall Back in Love with Your Business
If this year has stretched you thin…
If you’ve felt disconnected from the work that once made you come alive…
If you’re ready to end the year with softness instead of striving…
Then let this December be the moment you return — not to who you were, but to the truth you’ve carried all along.
What a Narrative Coach Really Does
Narrative Coaching brings your identity, your message, and your strategy into alignment so you can build a business that feels like home and communicates with clarity, confidence, and emotional resonance.
The Ruler, the Explorer, and the Jester: Are You Leading, Wandering, or Just Stirring the Pot?
When the Ruler, the Explorer, and the Jester share space in a business—whether in one person or across a partnership—you get a brand that’s part empire, part adventure, and part wild card. You get ambition. You get risk. You get a voice that wants to be taken seriously—without sounding too serious.
This is the combination that creates charismatic industry leaders, unconventional thought pioneers, and companies that somehow feel both polished and unpredictable.
But if these archetypes aren’t balanced, you can end up with a brand that feels confusing. Or worse—completely contradictory.
Burn It All Down (But Make It Profitable): The Rebel Archetype in Business
The Rebel archetype has the power to reshape industries.
To liberate people.
To start fires that warm, not burn.
But that fire needs tending.
It needs vision. It needs form. It needs to be in service of something — or it turns inward and scorches the very business you’re trying to grow.
The Hustle Myth That’s Burning You Out
The real work of entrepreneurship isn’t endless hustle. It’s building a story that actually fits you. Because when you know your story, you know what deserves your time, your energy, and your attention. You know when to push forward and when to pause. And most importantly, you stop trying to prove you belong by running yourself ragged.
Cast the Room: Archetypes, Roles, and Decision Etiquette
when you leave roles unassigned, you’re telling everyone their time isn’t precious. That is the opposite of charm. That is arrogance dressed up as collaboration. The polite thing—the professional thing—is to tell people what character they are playing in this scene, so they can perform accordingly.
The Creator, the Lover, and the Innocent: Who’s Dreaming, Feeling, and Believing for Your Brand?
The Creator, Lover, and Innocent may not be the loudest archetypes—but together, they make your brand unforgettable.
You can lead with softness and still create impact. You can care deeply and still set boundaries. You can believe in magic and still run a business.
Whether these voices show up across a partnership—or live inside your own complex heart—they are not liabilities. They are your signature.
Let them work together.
More Than Seduction: The Lover Archetype and the Brands That Make Us Feel
In a world where we're trained to optimize, scale, and automate, the Lover whispers a counterpoint:
“Make it beautiful. Make it matter. Make it personal.”
Lover energy invites desire. It celebrates emotion. It turns branding into art and marketing into intimacy. And when aligned, Lover-led businesses create experiences that leave their audience not just satisfied — but moved.