Know what magnetism and a freedom-based business both have in common? They're created from the inside out, beginning with you.
No matter what kind of business you're building (whether it's a coaching practice, a real estate agency, an online community or a paid Substack membership, as the founder, you are what will make or break its success.
Despite how much weight we put on our strategy, on our support systems, and external factors like the algorithm or the state of the market you work in, none of those things carry as much weight as you - the business owner - do.
Your beliefs, your self-perception, your approach to decision making, your capacity, your habits (or lack thereof!)... all of those things are influencing your direction, either moving you towards what you desire, or further away from it.
SO HOW DO WE ENSURE WE'RE TRAVELLING IN THE RIGHT DIRECTION?
The Anti-Magnetic Archetypes
All too often I see business owners (including myself *cough*) pouring all their time, energy, and money into trying to build their businesses without making meaningful progress. Despite doing so many things "right," they are unknowingly sabotaging their efforts through patterns running on autopilot.
For instance, in a well-meaning attempt to be as helpful as possible, The Prover keeps signing up for more certifications, meaning they never feel "ready" to actually launch. Meanwhile, The Plunger is known to dive in the deep end without much thought, but a hidden fear of failure causes them to pivot or abort plans before they reach the finish line or get to benefit from true momentum.
The long-term impact of these patterns? We end up building what I refer to as a Wounded Business—a business whose architecture has been compromised by our own wounds, fears, and survival habits.
THIS IS EXACTLY WHY I DEVELOPED
THERE'S GOOD NEWS + THERE'S BAD NEWS:
In truth, we all fall into these patterns at times.
Business (and any journey of personal branding, thought leadership or sharing your creativity in publish) requires us to face our deepest fears and inevitably triggers our self-doubt. But when we become aware of these patterns, we stop being victims of them.
Awareness allows us to catch ourselves in the act and choose a different path—one where we alchemize the shadow into a Sacred Gift. This is where Courage used unconsciously shows up as Recklessness but can eventually transform into Discernment. Where Depth is disguised as Insecurity and eventually becomes Wisdom. And where the "Wounded Business" begins to heal.
this Directory EXISTS TO HELP YOU Alchemize your OWN ShadowS into StrengthS
For each archetype, you’ll find practical guidance across the 5 Sources of Magnetism:
→ MAGNETIC MYTHOLOGY to help you re-write the stories keeping you stuck
→ MAGNETIC M.O. to realign the actions you're taking + habits you're adopting
→ MAGNETIC MOXIE to elevate your energy + reignite your creative spark
→ MATERIAL MAGNETISM to build the outward expression of your brilliance strategically
MAGNETIC MYTHOLOGY to help you re-write the stories keeping you stuck
MAGNETIC M.O. to realign the actions you're taking + habits you're adopting
MAGNETIC MOXIE to elevate your energy + reignite your creative spark
MATERIAL MAGNETISM to build the outward expression of your brilliance strategically
Alchemizing your shadows into strengths
HOW IT ACTUALLY WORKS
This library is designed to help you navigate your own "Inside Out" transformation. Each archetype page is a diagnostic tool to help you identify the pattern, understand the true cost of staying there, and reclaim your inherent power.
#1: The Parrot
#5: The PROVER
#9: THE PERFECTIONIST
#11: THE PLANNER
MOST LIKELY TO DELAY ACTION
These archetypes are on an obsessive search for certainty and are regularly setting unreachable standards for themseles. Convincing themseles that one more plan, one more certification, or one more "perfect" edit is required before you can move, you stay safely at the starting line. While you feel like you're "preparing," you are actually just delaying the vulnerability of being seen.
THE STAGNATION TRAP
The Cost to Results: A business that exists mostly on paper, missed market opportunities, and a brilliant message that never actually reaches the people who need it.
These archetypes use activity as a distraction from what truly matters. By over-engineering your strategy, forcing the timing of your growth, or jumping from one "shiny" tactic to the next, you stay perpetually busy while making very little meaningful progress. You are working hard, but you aren't working toward freedom.
The Complexity Trap
MOST LIKELY TO OVER-COMPLICATE OR OVER-EXTEND THEMSELVES
#3: The PUSHER
#6: The PLUNGER
#8: THE PIECEMEALER
#10: THE PuZZLE-MAKER
The Cost to Results: Chronic exhaustion (burnout), diluted impact, and a "Wounded Business" that feels like a heavy, inefficient machine rather than a source of joy.
#2: The PROTESTER
#4: The PLEASER
#7: THE POSER
MOST LIKELY TO Hide Their True Selves
These archetypes are overly focused on how you are perceived by the outside world. Whether you are trying to be perfectly palatable, strategically curated, or defensively different, you're muzzling your true frequency to avoid the risk of rejection. You may be building a brand, but you aren't building a connection or true resonance. Saddest of all, you're not expressing your authentic brilliance.
THE INVISIBILITY TRAP
The Cost to Results: An brand that lacks soul, a message that fails to resonate with high-level clients, and a business that feels like a professional cage.
