It’s none of your business.


I don’t know about you, but I often worry that my work isn’t ‘enough’.

Although I’m a lot closer to ‘enoughness’ since working closely with my Archetypal Blend, I still have moments where I look at what I’ve created or written and think…wow. Is that the best I can do?

Self-doubt has many things to say in my mind.

“That’s not what people want from you”

“What gives you the right to have that opinion?”

“That’s been said before”

“They’ll hate it”

“What if people have less respect for you after you’ve posted that?”

“You have no idea what you’re doing”

And on it goes. (I’m sure you can relate).

A little while back, I stumbled on a comeback that I now know guarantees to shut my inner critic up faster than it can whisper “you’re a loser”.

(I actually think it was something my Chief Joylogist Erin said to me a couple of years ago, when I was feeling sorry for myself due to my immense inadequacies. Thanks Erin).

Here’s the comeback:

It’s none of your business.

I think it’s so easy to get hung up on…well, everything…and forget that our task is very clear: focus on what’s right in front of you, and forget the things you can’t control.

For example…

Mind: “That’s not what people want from you”

Me: “It’s none of your business”

My task is to make a valid contribution to the world. Whether or not that’s what people want from me is none of my business – my business is purely to do the work.

Mind: “They’ll hate it”

Me: “It’s none of your business”

It is none of my business whether people love or hate my work. Being afraid that someone will dislike what I offer is a waste of time, because all that means is that my work wasn’t suited to that particular person.

Mind: “What if people have less respect for you after you’ve posted that?”

Me: “It’s none of your business”

I can’t control whether people respect me, or not. Everyone is entitled to their opinion, and their opinion is absolutely none of my business.

If you struggle with self-doubt, perfectionism or procrastination, make “It’s none of your business” your new mantra for the next couple of weeks, and see what happens.

The truth is: you can’t control what you can’t control. So, make it your business to focus on the things you CAN control…because everything else is, well, not. (Your business, I mean).

It works wonders for me…I hope it helps you, too!

[bctt tweet=”It’s none of your business”]

5 ways your Primary Archetype can help you get unstuck in your business.


In an interview recently, I was asked a really interesting question:


How can archetypes help people get unstuck in their business or brand?


As I tried to form a response in my mind, I realised that I’ve become so used to using archetypes as a cure for all sorts of inflictions in my business, it’s been a long time since I thought about the answer to this question. 

The truth is: your Primary Archetype (and especially your Archetypal Blend, if you know it) can help you overcome almost any challenge in your business, simply by providing you with a shift in your mindset.

So often, the challenges we face are perceived challenges – not actual challenges. It’s the story we tell ourselves about the situation that creates the challenge – not the situation itself. 

Thinking about your challenges through the mindset of your archetypes is often all it takes to shift your mind into a different gear – a gear that’s more aligned with who you really are in your heart – and write a different story.


Here are five examples of ways that your archetypes can help you get unstuck in your business:


(Please note: if you know your Archetypal Blend, apply both of your archetypes to these methods for even better results. If you only know your Primary Archetype, use that as the basis to think these examples through. If you don’t know your Primary Archetype, you can take my test here – it’s free).


1: When you don’t know what to write about.


When you’ve run out of things to say, it can be incredibly difficult to break the silence in your own head. Try brainstorming different words and topics that are connected to your archetype. Use your Archetype Guide PDF to help you (there’s even a section in there full of connected words to get you started). 

For example: if you’re an Alchemist, some of the words you write down could be ‘transform’, ‘powerful’, ‘manifest’ or ‘connect’. What potential blog post topics can you think of that fit with these words, in the context of your business? Even if you don’t use these words in your post, use them as the basis for what to actually write about. Could you help someone transform their life in some way? What could you write about that would help them step into their own personal power in some way, or manifest their dreams?

Hint: When you actually begin to write your piece, try to ’embody’ your archetype as you think through what you’re trying to say. Go to that place in your body where you ‘feel’ your archetype the most, and stay connected to that place as you write. It sounds a bit crazy, but it works wonders for me!


2: When you can’t choose the right imagery.


There’s nothing more frustrating than searching through hundreds of images to find the ‘right one’ that expresses who you are, and the message you’re trying to convey (unless you’re me…and actually find it intensely therapeutic). 

Rather than search for images using a noun (searching for a specific object or subject), try searching with an adjective, instead.

Brainstorm a list of words that you would use to describe how your archetype makes you feel, and try using those words as search terms. For example: if you’re an Explorer, you might like to search using words such as ‘free’, ‘wild’, ‘expansive’, or ‘vast’. 

Hint: Choose imagery based on how it feels, not whether or not you think it fits with your ‘brand’.

Bonus Hint: My favourite place in the world to find imagery is here.


3: When you don’t know what to offer.


If trying to decide on what products or services to offer in your business is stressing you out, it’s likely that you’re overcomplicating things. In general, the advice out there is to create offerings based around the desires and fears of your ‘ideal customer’ – but I often find that this is a restrictive angle to approach this from, and can lead to overwhelm and perfectionism. 

Try thinking this through from a different angle. Ask yourself the following question:

What comes SO easily and naturally to me, that I just can’t believe I could actually be PAID to do it?

When thinking through your answer, think about it through the lens of your archetype. If you’re a Sage, for example, think about the things that come so easily for you as a Sage. This could be writing, sharing information, reading, researching, thinking rationally, asking questions…etc. 

Rather than start with what you think others want, start with your inherent strengths, and work up from there.

Hint: I have a whole module on Offerings that you might inspire you here.


4: When you don’t know what your purpose is.


I believe that you don’t find your purpose – your purpose finds you. 

But, in the meantime, it can be incredibly frustrating when you’re trying to feel into your place in the world, and be met with confusion and uncertainty. 

In times when you feel like you don’t know what your purpose is, go back to basics and keep it really simple. 

What is your archetypal purpose? What are your strengths and gifts when you look at yourself through an archetypal lens? 

Use your Archetype PDF Guide to help you think through this. 

Choose one ‘strength’, and create a simple purpose statement that has only one true intention: to keep you sane.

For example:

I am an Alchemist. My purpose – right now – is to help others transform their lives.

I am a Creator. My purpose – right now – is to inspire others to create opportunities for themselves.

I am an Explorer. My purpose – right now – is to encourage others to expand their horizons.

I am an Innocent. My purpose – right now – is to help others appreciate the simple pleasures in life.

I am a Jester. My purpose – right now – is to simply to find joy in my work.

I am a Nurturer. My purpose – right now – is to take better care of myself, so I can be of better service to others.

I am a Realist / Regular Gal. My purpose – right now – is to provide opportunities for like-minded people to connect.

I am a Revolutionary. My purpose – right now – is to ask the big questions that aren’t currently being asked.

I am a Romantic. My purpose – right now – is to help others experience more passion in their lives.

I am a Ruler. My purpose – right now – is to be a leader, and set an example.

I am a Sage. My purpose – right now – is to share information as I discover it.

I am a Warrior. My purpose – right now – is to create awareness.

Hint: Don’t worry if this purpose statement feels too simplistic, or too vague. Its purpose (yep, even purpose statements have purposes) is to get you unstuck, and open the channels for forward motion again. 


5: When you don’t know what your ‘brand identity’ should be.


Whether you’re DIY’ing your own brand identity, or hiring a designer (like me), trying to decide what your ‘brand identity’ should look like can be an incredibly stressful task for even the more seasoned solopreneur.

The truth is, you can’t expect to express who you are creatively if you don’t know who you are to begin with.

Archetypes can help you with both of those things. They can help you get clear on who you are, and how to express the ‘essence’ of you in a visual way.

I recommend that you start by creating your Archetypal Blend Board – a visual representation of your brand, that effortlessly communicates who you are (even if you can’t answer that question yet in words). 

Once you have your Blend Board, you can use it as the basis for developing your brand identity – whether you’re designing it yourself, or outsourcing to a creative professional.

For example:


Your Blend Board can provide inspiration for colours, textures, graphics and imagery choices. The amazing thing about approaching your brand identity in this way is that it feels expansive…yet your Archetypal Blend ensures there’s a thread running through it the whole time, no matter how much experience (or confidence) you have in this area of your business.


These are just five examples of how archetypes can help you get unstuck in your brand or business – but the truth is, there are infinite ways that you can use archetypal information to help you move past any boundary or sticking point you may be facing. 


There are no right or wrong ways to use your archetypes. All I have ever done is simply look at my challenges through an archetypal lens, and considered the potential solutions from my Alchemist/Sage mindset.


I really hope that this post has given you some inspiration for how you can use your archetypes in your business. 


I’d love to hear from you in the comments below. How have archetypes helped you become unstuck? What is the most random, crazy way that your archetypes have showed up and given you a hand? What methods have you tried for connecting with your archetypes, so that you can tap into your intuition and find the answers you needed?


[bctt tweet=”Five ways archetypes can get you unstuck in your business. #strategywithsoul”]


Archetypal Business 101 Part Three: Is it for you?

This is your third and final Archetypal Business 101 installment! In the last post, we talked about what an ‘archetypal business’ actually is.


In essence, it’s an alternative way of doing business; a way of integrating all aspects of yourself into a truly authentic business that uplifts your spirit AND fills your bank account.


This is the point where many marketing mavens will tempt you with promises that making money doing something you love is easy work. Like…follow me! It’ll all just fall into the palm of your hand if you take this e-course and it won’t “feel like work”. Passive income, COMMENCE!


In my experience? That has not been the case.


Let’s just  keep it real, shall we?


This is NOT a journey for the faint-hearted, or the weak of spirit…or those looking for a get-rich-quick scheme.


I’m quite aware that painting this picture may be considered by some to be a poor example of copywriting that’s designed to get you onboard with the movement…I’m ok with that. 🙂


This journey is right for you if:


…your heart is willing to acknowledge the possible demands that lie ahead of you on this path, and is still silently yet willingly urging you forward.


…you are willing to let go of everything you thought you knew about how to earn a living, and question the assumptions you may have (falsely) made along the way.


…you are courageous enough to celebrate your flaws and resistance, yet focus on your strengths in service.


I can’t guarantee what the archetypal journey will look like for you, but I can promise you one thing:


It WILL be worth it.


I know this from first-hand experience, and it has been the truth for hundreds and hundreds of my community who have chosen to walk with me down this path.


You can begin simply by being more aware of how your Primary Archetype moves in your business. Read through your Primary Archetype Guide PDF several times, and become familiar with what your shade of your Primary Archetype is.


You’ll also receive my reflections on a weekly-ish basis with guidance on creating and maintaining your archetypal business.

When you’re ready to go deeper, your next step is to discover your Secondary Archetype in the Archetypal Business Initiation Kit.


In the Kit, you’ll discover the magic of your own unique Archetypal Blend, and learn what it is that makes you stand out from the crowd – naturally, just by being you.


In my humble opinion, there’s no better way to build a business than by being yourself.


Archetypal Business 101 Part Two: An alternative way to run your business.

So, now that you’ve learned more about what an archetype is in the first part of this series…you may be thinking: so what?


What does this even mean for me and my business?


As any sane person would, you probably want to know a little more about what’s behind the door before you decide to accept the invitation to enter the unknown.


(Remember the scene in Labyrinth where Sarah has the choice between the door that leads to the castle and the door that leads to – dum-dum-dum – certain death? It always pays to do some due diligence before making such a decision!)


So my aim is to share with you what an ‘archetypal business’ looks like, and what makes it different to ‘business as usual’.


In short – archetypes offer a more soulful, intentional way of creating (and running) your business.


(I know that you probably couldn’t get much more cliché than that, but it’s true.)


And let’s get this super-clear:


The ‘Archetypal’ way isn’t a better way of doing business: it’s an alternative way.


It is a way that satisfies both soul AND strategy. It pays close attention to intention, and is ultimately more about the joyful, evolutionary surrender to service, as opposed to following other people’s formulas to achieve super-sized mailing lists and six-figures (although these can certainly be by-products of the journey).


An Archetypal Business focuses on 12 things…

Nonresistance of your circumstances.

Generosity with your gifts.

…Taking responsibility for your business.

Acceptance of what you can control.

…Using joy to guide your intuition.

…Being transparent on your journey.

…Doing all things (including saying “no”) with love.

Aligning you with YOU!

…Keeping your choices and offerings simple.

…Finding courage in being vulnerable.

…Maintaining objectivity and openness.

…Striving for excellence in whatever you’re doing.


When you adopt a business strategy like this that is centred around these core values, magical things begin to happen…


…You stop trying to fit into a certain business mold – taking many courses and learning so much from other entrepreneurs – and you step into your true authenticity.


…Competition becomes irrelevant (and even an opportunity for collaboration), because you are so focused on (and connected to) what’s right in front of you.


…You play to your strengths, not hide behind your weaknesses.


…You stand strong in what you have to offer, and trust that the right people will find you, at a time that is mutually beneficial for you both.


…You stop getting stuck in planning, dreaming, scheming – and you find the courage to start.


…You let go of your fear of not being ‘good enough’, and acknowledge a deep sense of self-worth and confidence in your own capabilities.


And most importantly…


You integrate all aspects of yourself into a truly authentic business in a way that uplifts your spirit AND fills your bank account.


Or, as Rebecca, a member of my community says…


“It’s about bringing you to your business – and honouring how YOU show up as a business owner – and not trying to pigeonhole yourself into cookie cutter models that can leave you feeling disheartened, icky, or like a fraud”.




So. Are you going to continue on your current path, or are you going to peek behind the door?


You already have the key: your Primary Archetype.


I’ll see you in the third and final post in this series with some key questions you need to ask yourself first to find out if you’re ready for the journey ahead.


Archetypal Business 101 Part One: What exactly IS an ‘archetype’?

Once you’ve taken the free Primary Archetype Test, and started to read through the Primary Archetype Guide PDF, you may find yourself wondering…


What exactly IS an ‘archetype’?


Not just conceptually…like, really?


As a result of both my research and personal experience, I know this to be true:


An archetype manifests as MANY things!


Pattern. Call. Response. Prompt. Blueprint. Instruction. Inspiration. Warning. Signpost. Vision. Knowing. Feeling. Colour. Sound. Texture. Image. Word.


Permission slip?


Although Carl Jung is famously attributed to the concept of the archetype, it actually can be traced way back to Plato, with the idea that archetypes can be described as “pure mental forms that were imprinted in the soul before it was born into the world”.


In other words, and in my own personal definition:


An archetype is a roadmap to the pattern of your soul.
It’s who you are, underneath the work and the trying and the outward appearances.


If you’ll forgive me for using the movie Labyrinth as an illustration in this 101 series, I’d like to show you how it gives the perfect (if not slightly unconventional) explanation of the power of archetypes:


Sarah is trying to get to the castle to rescue her baby brother. To get to the castle, she has to find her way through the ever-changing, rule-breaking labyrinth. She’s now at breaking point – every time she thinks she’s making progress, she realises she’s right back at the beginning.


She is frustrated.


Just as she thinks all is lost, and is on the verge of giving up hope, she slumps down to the floor…and suddenly, as if out of nowhere, a worm appears.


The worm points out to Sarah that there is, actually, a shortcut in the wall right in front of her very eyes. A shortcut to the castle.


(Feel free to watch the actual clip here)


I want you to imagine this analogy in your business.


You are Sarah (I always envied you, with your gorgeous hair).


The castle is your soul-centred business; the dream of being paid to express yourself, and be of service in the world.


Your Primary Archetype is the shortcut in the wall – previously concealed, but never forgotten once revealed.


And me?


I’m just the worm.



I’ll leave you to ponder on that one, and I’ll see you in part two of this series: Archetypal Business 101: An alternative way to run your business.