For most of my life (and especially the past 12+ years in business), I have been trying to figure out what the fuck to do with all of me.
Both in an existential, “BUUUUT I CONTAIN MULTITUDES!!”
And in a very real, “k, but how do I build one coherent business when my brain appears to be operating seventeen completely different companies?!” kind of way.
I am a business strategist.
And a designer.
And a writer.
And a coach.
And an experience + curriculum creator.
And a ritual facilitator.
And a mother, lover, wifey + slightly-too-bougie priestess.
AND AND ANDDDD!!!
I can spend the morning thinking about brand positioning, the afternoon building a transformational curriculum, the evening guiding a parts-work experience—and somehow end the night researching romantasy villains, designing an imaginary business + deciding it needs its own entire visual identity.
For years, I thought my RANGE was a huuuge problem.
I thought I needed to narrow it down and make myself easier to explain. And def
But every time I tried it felt like I was cutting off pieces of my soul…and then I’d want to rebel. Lolz.
I HAVE NEVER KNOWN HOW TO CASUALLY LIKE AN IDEA.
When an idea catches me, I go in. Like ALL THE WAY, leagues under the sea DEEP.
The outside world fades away and I become like a lil mad scientist/artist caught in a pocket of timelessness where I start pulling threads. Then one idea breads twelve more…and 144 more after that.
It usually starts innocently enough 😅
Ooh. What if…?
Then my brain goes:
Well, if that’s the idea, then the positioning should be this…
And if that’s the positioning, the offer obviiii can’t just be a normal course. What if the whole experience was structured like—
Wait.
Then the onboarding could—
OoooOooOooo!!
And obviously we can’t call it that. It needs its own language.
And if we call it this, the visuals should look like—
*opens Pinterest, Illustrator, and Canva and starts making something*
Andddd whatttaaa ya know?! I have resurfaced twelve hours later with a new business name, an offer suite, a visual identity, a website, a Notion portal, an opt-in, a funnel, a signature framework, a transformational curriculum + a fucking civilization.
Wondering if I ate lunch. But nope, I’m shaking and definitely didn’t (it’s legit the only time I DON’T think about food, cuz I love me my foods).
I wish this was hyperbole, buuuut it’s my actual creative process. For better or worse. 😂
In the past year alone—while also taking a loooot of time off during pregnancy + postpartum—I created Camp Cringe, MotherCare, The Mother Care Registry, Ritual + Gather, Moon Magic Club, the Deep & Spicy Intimacy Card Deck, Mother &, MILFYHOOD, MILF & Tea, Glitter on the Altar, Mother & Substack, Evervolve Academy Substack, Evervolve the novel + more tiny universes than I can even keep track of. And this isn’t even close to touching the things I’ve made in the last 12 years in the coaching world…or my most successful, immersive, and unforgettable experience so far—Tabwoo Institute for the Transformational Arts.
And guys…I’m not talking cutesy ideas scribbled in my Notes app. I’m talking FULL ON balls-to-the-walls businesses where I built out the offers, designed the brands, created the websites, portals, opt-ins, quizzes, funnels, and backends. And ofc obsessively considered every microscopic detail until the thing was legitimately real and beyond a business people create in a few years’ time 😅
Then my nervous system would go:
Mmmmkkkkk. COOOL! Over it!!! Next!
I made myself sooo wrong for that.
Why did I keep creating fully formed businesses I didn’t necessarily want to run forever…or even for a month?!
Was I inconsistent? Avoidant? Addicted to beginnings?
Was this all a tragic waste of my time, energy +—honestly?—BRILLIANCE?
Turns out…
I’m an INITIATRIX (sounds kinda kinky…and maybe it is ha ha)
My genius lives in sensing what wants to exist, finding its most electric form + making it real while the thread is still hot hot hot.
Even my Gene Key 11 is The Idea Factory.
Like hiii hello. It has been hiding in plain sight this entire time!!
I thought every idea I brought to life needed to become my next business.
It never occurred to me that:
BRINGING IDEAS TO LIFE COULD BE MY BUSINESS.
And the moment I realized that, ommggggg!! Sooooo much snapped into place.
MY RANGE WAS NEVER THE PROBLEM.
It was my MAGIC.
The design, strategy, writing, transformation, ritual, facilitation, curriculum, business-building + mildly unreasonable obsession were not separate identities.
Together, they create the way I see and the way I’m, well, ME!
They are why I can look at a person’s contradictions, expertise, history, taste, secret obsessions, abandoned ideas, big-ass vision + the future self rattling the cage…
And find the connective thread they simply cannot see from inside it.
They are why I can take something someone can feel but cannot yet explain—and give it language, logic, shape, texture + a world.
And they are why I cannnnnot naturally stop at:
Great. We established your positioning.
My brain immediately goes:
Well, if that’s true…Then what does it mean for the offer? How should the experience change? What should we call it? How do people enter? What happens once they’re inside? How do the visuals, voice, content, rituals, curriculum + systems make the same promise real?
I find the thread.
Then I follow that lil effer until the whole world exists.
Soo turns out!! THE THING THAT MADE ME IMPOSSIBLE TO POSITION BECAME MY MOST POWERFUL POSITIONING.
And realizing that is how Weird Muse came to be!
WELCOME TO WEIRD MUSE 🃏
Weird Muse is for the Devoted Shapeshifters.
The uncategorizable leaders, complex creatures, creatrixes + CE(h)O(e)s who are deeply devoted to what they’re here to explore, create + contribute…
but have absolutely no allegiance to staying the same person while they do it.
They follow curiosity. They evolve. They collect seemingly unrelated interests, bodies of knowledge, aesthetics, identities + ways of working.
From the outside, it can look like they keep changing direction.
But if you look underneath all the shapeshifting…
there’s usually something they’ve been devoted to the whole fucking time.
THAT is what I want to find.
Because I don’t think your job is to pick the most marketable 12% of yourself, build a business around it + spend the rest of your life trying not to outgrow the damn thing.
I want the WHOLE strange pile.
Your expertise. Your contradictions. Your obsessions. Your previous eras. The shit you keep circling. The thing you could talk about for six hours without realizing six hours passed. The ideas you abandoned but can’t quite throw away. The aesthetics that seemingly have nothing to do with each other. The things you’re wildly good at that you barely even count because they’re as easy as breathing for you. The big-ass vision. The thing you secretly want to make next.
ALL OF IT.
Because somewhere inside that RANGE is a pattern. A deeper current. The organizing idea underneath all your things.
Around here, I call that your:
⚡️ LIVE WIRE
Your Live Wire is the thing underneath all the things.
It isn’t necessarily the thing you’re selling right now. It isn’t a niche. And it doesn’t require us to pretend every random thing you’ve ever liked is secretly connected by a magical red string 😂
We’re looking for the meaningful recurrence.
The idea you’ve been expressing in different forms, sometimes for YEARS, without realizing it’s the thing you’ve actually been devoted to.
Once we can see THAT? Holy shitttt.
Now we have somewhere to go.
Because we can ask: If this is the deeper thing underneath my work…where do I want to take it now?
And that’s where we get into:
👁️ POSITION
Your Live Wire is discovered. Your Position is chosen.
It’s the direction you decide to take that deeper thing in this era of your work.
What are you claiming? What do you believe? What do you want to become known for?
Where are you willing to draw a line, create language, challenge an assumption + make it VERY fucking obvious why someone should come to you instead of seventeen other people who technically sell the same kind of thing?
Because knowing the thing underneath all your things is delicious.
But we’re building a BUSINESS here, bb. I want that clarity to actually DO something.
I want it making your marketing easier. Your offers sharper. Your ideas more generative. Your buying decisions less random. Your collaborations more obvious.
Your whole business to finally feel like it’s pulling in the same direction…
And THENNNNN…
this is where I start having way too much fun.
Because once we know the idea + the direction…
I want to know: WHAT COULD EXIST BECAUSE THIS IDEA EXISTS? 🃏 AND SOMEWHERE IN HERE…WE MEET…
🃏 YOUR WEIRD MUSE
This is one of the stranger parts of how I work 😂
Because I don’t just want to logically strategize our way into the most sensible possible brand.
BORING.
As we excavate all your source material + start recognizing the deeper patterns, something else tends to emerge.
A creative intelligence. A particular energy. A way of seeing. A set of instincts. A sense of humor. A taste level. A particular way your world wants to behave.
Thaaaat’s your Weird Muse.
Sometimes I can already feel her peeking through while I’m reading your pre-work.
Sometimes she becomes obvious once we find the Live Wire.
Sometimes we meet her more directly through meditation, ritual, parts work, somatics, cards or another strange lil doorway around the conscious mind.
Usually it’s a mix.
And we’re not choosing a cute archetype from a list and then making your branding dress up like her. PLZ NO 😂
She emerges from what’s actually there.
And once we recognize her, she becomes our Creative Director.
Which brings us to…
🪩 YOUR BRAND WORLD
And when I say Brand World, I do not mean “make your Instagram look like a whimsical little universe.”
I mean: What happens when the idea underneath your brand starts infiltrating the whole damn business?
Your POV. Your language. Your offers. Your IP. Your methodology. Your customer journey. Your community. Your rituals. Your visual identity. The way people enter. The way they participate. The way they progress. The shit they receive. The things they remember. The identity they start inhabiting because they spent time here. The tiny, completely unnecessary details that make someone go: WAIT. THEY THOUGHT ABOUT THIS TOO?!?!
This is where your Weird Muse gets to fuck around.
Because if we went through all that trouble to find the deeper idea underneath your work + meet this wild creative intelligence…
WHY THE FUCK WOULD WE ONLY LET HER PICK THE FONTS?!
Nooo no nooo.
We make her Creative Director of the whole damn biz.
MWUAHAHAHA.
She gets to question things. Would we really call it that? Would this world actually have a normal welcome email? Would people really just “complete Module 2”? Would the offer even BE an eight-week course? What could exist here that neither of us would have logically thought to make before we found the world?
THAT’S when this gets interesting.
And suddenly your brand isn’t sitting on top of your business looking pretty.
It’s generating the business. The World becomes an organizing creative logic. And the spell doesn’t break the second someone walks through the front door.
My goal = people are insanely seduced from the outside…
and even more fucking wowed once they’re in ;)
SOOO…WHAT IS HAPPENING ON THIS LIL SUBBY?
Honestly? Probably a lot 😂 Because one of the entire fucking points of Weird Muse is that RANGE gets to be an asset…
This is part creative dispatch, part brand-world laboratory + part permission slip to follow the threads that won't leave you alone.
We’ll go down rabbit holes that help you:
find the connective logic between your mannnny ideas, identities, offers + eras—so they stop competing + start compounding
turn your contradictions into the delicious polarity that ooooOoozes differentiation
articulate what makes you impossible to compare without flattening yourself into a teeny tiny niche
build a brand that communicates your magnitude before you enter the room + does a lot of the selling upfront while you’re off slurping a matcha
create names, language, visuals + distinctive brand codezzzz people recognize before they even see your handle/name
turn ordinary offers into original, immersive experiences by questioning how your industry has always done things (and turning it all on its head!)
build for your next evolution now—so your biggest, slightly unhinged moves stop outgrowing the business meant to carry them
create the kind of “creative gravity” that makes people stop, poke, lick, buy + come back looking for another bite. NOM.
see exactly how I take one juicy thread + follow that lil effer waaaay beyond the first obvious idea
all the weird things I’m building, OBSESSINNNNN over, testing + becoming behind the scenes
And because your conscious strategy brain does not always have access to the most interesting answer, we’ll use other doors too ;) Think: rituals, parts-work prompts, somatic questions, guided lil portals, and creative excavations designed to get underneath the safe, logical, already-been-done answer + into whatever is actually trying to emerge.
There will be…
BRAND LICKS slurrrrrp—here I find the most delishhh thing hiding inside a real brand + show you where I'd take it.
CREATIVE EXPERIMENTS—prompts, frameworks + strange lil assignments for finding your own Live Wire, sharpening your Position + discovering what your world wants to become.
There will be BIG WILDDDD IDEAS that make us both go WAIT WHY DOESN'T THIS EXIST???
BEHIND-THE-CURTAIN DISPATCHES—an uncomfortably close look at what I’m building, obsessing over, testing (probbssss changing my mind about) + becoming in real time.
And SWOON-WORTHY “TAKE ME THERE NOW” WORLDS—so you can see what becomes possible when a brand stops being a sexy lil aesthetic only + starts infiltrating the entire business.
You’ll stick around because this isn’t content designed to help you make your current brand prettier.
It’s here to help you:
see yourself differently.
find the thing nobody else could own.
create ideas your industry hasn’t already regurgitated.
and build the brand + business capable of taking you where you actually want to go.
This is the space before the colors—where we are still deciding what the thing gets to fucking BE…and then we blast that big, weird, unmistakable world into the ethers, bb!!
🃏🕳️🐇
OKAY BUT WHAT IF YOU WANT ME WORKIN’ ON YOUR BRAND LIKE…NOW??? 👀
Excellent idea 😂
Right now, there are three main rabbit holes we can go down together.
And they correspond pretty perfectly to the three places I see brilliant people getting stuck.
⚡️ STRATEGIC BRAND ESSENCE
You have RANGE…but can’t quite see the organizing idea underneath all of it or articulate what you actually want to become known for.
Give me five days and I’ll uncover your LIVE WIRE + POSITION.
So you finally know what’s underneath all your RANGE, what you’re here to claim now + how to communicate it in a way that makes the right people go: OH. It’s HER.
And then the money, time + creative energy you pour into the rest of your business can actually build on something REAL.
🗝️ BUILD YOUR BRAND WORLD
You know the thing. Now let’s see how fucking far we can take it.
We take your core + direction and turn it into an actual ecosystem of IP, offers, experiences, community, participation, language + delicious little details that could only belong in YOUR world.
This is where we ask: What could exist because this idea exists?
And then follow that question until we’re somewhere neither of us could’ve gotten by sitting down and trying to “brainstorm some content ideas.”
🫦 VISUAL VIXEN
Your actual caliber is waaaaaay higher than the way your brand currently presents it.
Let’s make that shit VISIBLE.
We develop the visual identity + creative direction that can actually hold the magnitude, weirdness, sophistication + next era of where you’re going.
Because sometimes the business is brilliant…
and the packaging is still giving “cute internet business I made three identities ago.”
We fix that 😂
👅 WANNA LICK THE SECRET MENU?
I put all three ways to work with me (plus a few more) into a Weird Muse Secret Menu with the juicy details, what’s included + how to know which rabbit hole you belong down.
And because these are the First Editions of these experiences…
the entire Secret Menu is currently 50% OFF.
Yes. FIFTY 😂 The pricing is honestly slightly unhinged.
First Edition Founder’s Pricing disappears September 18.
So if you’ve been sitting there reading this thinking…
Oh fuck. I need Lex in my brand. This would be an EXCELLENT time to listen to that thought 😂
WHERE WE’RE GOING NEXT
I want this to become the place where the woman with the massive, slightly wiiildly unhinged vision comes when she knows her current brand + business cannot take her where she wants to go.
Where she stops asking:
How do I fit all of me into this?
And starts asking:
What kind of world could hold all of me—and make the right people frothinnnnn to enter?
Weird Muse is not about branding yourself as the person you have already been.
It is about building for where you are going—the bolder body of work, the collabs, clients, visibility + opportunities that require people to see your magnitude before you have to explain it.
The litty in your kitty dreams that stop feeling quite so far away once your business finally has the identity, strategy, muse + world capable of teleporting you there!!
THAT is the direction.
And I am soooo fucking excited to see what we find down the rabbit hole(s).
WANNA COME? (yesss, yes you do, boooo!)
Stick around (+ subscribe!!) if you are a chronic shapeshifter with RANGE, a visionary building toward something bigger, or a creative lil freak who has always suspected the parts of you that refuse to fit together might actually be the most valuable thing here.
And if someone immediately came to mind while you were reading this?
Send it to her.
Tell her the niche goblins have been lying. 😂
Come in.
Mind the glitter!!
Your weird is safe here 🃏🕳️🐇