| EARTH In the 1940s, after years of fame and chaos in New York, Georgia O’Keeffe felt unmoored. The critics loved her. The galleries clamoured for her. The collectors bought her work. But she no longer recognized herself. So she left. She traveled to New Mexico — to the quiet, vast desert under an endless sky. There she found an abandoned adobe house in Abiquiú. The walls were crumbling. The floors were dust. But she stayed. And she began to build. By hand, she restored the home — brick by brick. She chose colours that reflected the land — ochre, bone, sage. She carved windows to frame the mountains like paintings. The house became more than shelter. It became a world of its own. A sanctuary. An extension of her art — a foundation strong enough to hold everything she created. O’Keeffe said: “When I got to New Mexico, that was mine. As soon as I saw it, that was my country… It fitted to me exactly. The sky is different, the stars are different, the wind is different.” From that grounded place, her work deepened. The earth became her collaborator. |
The Moral Of The Story
Earth is where your essence becomes form.
It is the element of structure, grounding, embodiment — where you take what you’ve found in Water - the depths of your unconscious - and make it real.
It’s where you channel the wildness of your ideas into something people can actually touch, feel, and enter.
It asks:
“If your business were a house, would it feel like yours — or a showroom full of borrowed furniture?”
Here, you design your brand universe —
a world people step into and feel.
You lay the foundation:
✨ Your brand identity — the visuals, language, and emotions that express who you truly are.
✨ Your offers — thoughtful, layered, and aligned with your purpose and audience.
✨ Your website & storefront — your digital or physical “house” that welcomes people in.
✨ Your business model — the structure and tiers of your offers that sustain and scale your work.
✨ Your alignment — ensuring every element resonates with your heart, not just trends.
You become the master builder of your brand — the architect of your business.
Without Earth, your business stays a dream.
With Earth, it becomes real — and alive.
It is the element of structure, grounding, embodiment — where you take what you’ve found in Water - the depths of your unconscious - and make it real.
It’s where you channel the wildness of your ideas into something people can actually touch, feel, and enter.
It asks:
“If your business were a house, would it feel like yours — or a showroom full of borrowed furniture?”
Here, you design your brand universe —
a world people step into and feel.
You lay the foundation:
✨ Your brand identity — the visuals, language, and emotions that express who you truly are.
✨ Your offers — thoughtful, layered, and aligned with your purpose and audience.
✨ Your website & storefront — your digital or physical “house” that welcomes people in.
✨ Your business model — the structure and tiers of your offers that sustain and scale your work.
✨ Your alignment — ensuring every element resonates with your heart, not just trends.
You become the master builder of your brand — the architect of your business.
Without Earth, your business stays a dream.
With Earth, it becomes real — and alive.
🪨 Why Earth Matters For A Soulful Business
Most creators, artists, and entrepreneurs stop here —
and copy what everyone else seems to have built.
It’s tempting to download the funnel templates, mimic headlines, copy-paste hacks.
And for a while, it works.
But one day you wake up in a business that feels like someone else’s — hollow, dissonant, lifeless.
“Whose voice is this? Whose business is this? Why doesn’t it feel like me anymore?”
Because you borrowed someone else’s foundation.
That happened to me, too.
I mastered the tactics —
Russell Brunson funnels, direct-response headlines, “7 hacks to double your sales.”
They worked.
But slowly, my voice disappeared under the weight of clever tactics.
The structure was solid — but soulless.
What I learned:
Master the rules of the game — then break them.
Twist them. Make them yours.
Earth asks you to take what you’ve learned from others — and reshape it into something only you could build.
To build a structure so alive it could hold my essence — and invite others in.
and copy what everyone else seems to have built.
It’s tempting to download the funnel templates, mimic headlines, copy-paste hacks.
And for a while, it works.
But one day you wake up in a business that feels like someone else’s — hollow, dissonant, lifeless.
“Whose voice is this? Whose business is this? Why doesn’t it feel like me anymore?”
Because you borrowed someone else’s foundation.
That happened to me, too.
I mastered the tactics —
Russell Brunson funnels, direct-response headlines, “7 hacks to double your sales.”
They worked.
But slowly, my voice disappeared under the weight of clever tactics.
The structure was solid — but soulless.
What I learned:
Master the rules of the game — then break them.
Twist them. Make them yours.
Earth asks you to take what you’ve learned from others — and reshape it into something only you could build.
To build a structure so alive it could hold my essence — and invite others in.
🔮 The Difference Between Earth… and Sand
Here’s where I see most businesses fall flat:
They treat their storefront like an e-commerce shop or search engine result — generic, interchangeable, forgettable.
Brands that mastered the element of Earth build worlds.
You feel them the moment you land on their page.
They’re alive.
They pull you in.
They make you want to stay.
Compare this:
— A generic ecommerce landing page: stock photos and copies that could belong to anyone.
— A MSCHF landing page: strange, mischievous, unforgettable — a world you’ve just stumbled into, full of stories, humor, and energy you can’t help but engage with.
That’s the difference between building a brand on Earth — versus on sand.
Which one do you want?
Compare MSCHF
https://deadstartuptoys.com/
https://museumofforgeriespicasso.com/
VS
Saatchi Art
https://www.saatchiart.com/paintings
They treat their storefront like an e-commerce shop or search engine result — generic, interchangeable, forgettable.
Brands that mastered the element of Earth build worlds.
You feel them the moment you land on their page.
They’re alive.
They pull you in.
They make you want to stay.
Compare this:
— A generic ecommerce landing page: stock photos and copies that could belong to anyone.
— A MSCHF landing page: strange, mischievous, unforgettable — a world you’ve just stumbled into, full of stories, humor, and energy you can’t help but engage with.
That’s the difference between building a brand on Earth — versus on sand.
Which one do you want?
Compare MSCHF
https://deadstartuptoys.com/
https://museumofforgeriespicasso.com/
VS
Saatchi Art
https://www.saatchiart.com/paintings
🌾 Your Earth Practice: Build Your Foundation
Here’s how to ground your essence into form — with the help of AI as your assistant and brainstorming partner
Step 1: Imagine Your Brand as a Multi-Sensory Universe
Close your eyes.
If your business were a universe, what would it feel like to step inside?
If you want, you can already involve AI here:
AI Prompt:
“Act as a creative brand strategist. Based on these elements I give you — sight, sound, touch, movement, and feelings — describe my brand universe in vivid detail. Suggest colors, materials, moods, and metaphors that capture my essence. Here is what I wrote: [insert your notes].”
Copy the prompt below and fill it out with your details — then run it through an AI model like ChatGPT.
Step 2: Discover Your Brand Archetype
This step helps you understand the personality and voice of your brand — so you don’t end up sounding like everyone else.
Copy the prompt below, fill in your details, and run it through an AI like ChatGPT.
📝 AI Prompt:
“Tell me, what’s my brand archetype? Here is some information about me:”
You can also explore this excellent guide:
🔗 Brand Archetypes by March Branding
📋 Step 3: Audit & Design with Intention
Now it’s time to look at what you’ve already built — and refine it into something unmistakably yours.
🔎 Audit Your Foundation
Walk through your current brand & offers like you’re a guest in your own house.
💻 Then invite AI to help you see what you might miss:
📝 AI Prompt:
"Act as a soulful brand consultant. Here is my website (or landing page): [Insert link] and here are my offers: [Insert list]. Based on what you see, does my brand feel distinctive? Does it communicate the emotions I want? Where does it feel flat or disconnected? Suggest specific ways to make it more alive, authentic, and aligned with who I really am.”
[insert an example of something uniquely branded]
Step 1: Imagine Your Brand as a Multi-Sensory Universe
Close your eyes.
If your business were a universe, what would it feel like to step inside?
- ✨ Sight — What colors, fonts, textures, and imagery belong here?
- 🎵 Sound — Is it soft or loud? Playful or serious? A whisper or a roar?
- 🤲 Touch — If someone could touch your brand, what would they feel? Warm wood? Cool marble? Smooth silk? Rough earth?
- 🌬️ Movement — How does it move? Fluid like water? Solid like stone?
- 💖 Feelings — What emotions do you want to evoke when people “walk in”?
If you want, you can already involve AI here:
AI Prompt:
“Act as a creative brand strategist. Based on these elements I give you — sight, sound, touch, movement, and feelings — describe my brand universe in vivid detail. Suggest colors, materials, moods, and metaphors that capture my essence. Here is what I wrote: [insert your notes].”
Copy the prompt below and fill it out with your details — then run it through an AI model like ChatGPT.
Step 2: Discover Your Brand Archetype
This step helps you understand the personality and voice of your brand — so you don’t end up sounding like everyone else.
Copy the prompt below, fill in your details, and run it through an AI like ChatGPT.
📝 AI Prompt:
“Tell me, what’s my brand archetype? Here is some information about me:”
- Website: [Insert your website]
- My top 3–5 favorite brands: [Insert brands]
- My brand’s shapes, colors, textures, and materials: [Insert from Step 1]
- The top 3 feelings I want people to feel in my brand universe: [Insert from Step 1]
- How does my brand move? What mood does it carry? [Insert from Step 1]
- 3 adjectives that best describe me: [Insert adjectives]
- My top 3 personal values: [e.g., integrity, freedom, creativity]
- My MBTI type: [Insert MBTI]
- The top 5 emotions my work evokes: [Insert]
- Sight: [How does my brand visually appear to resonate with my audience?]
- Sound: [How does it sound — soft, powerful, quirky?]
- Touch: [If my brand were tactile, what would it feel like?]
You can also explore this excellent guide:
🔗 Brand Archetypes by March Branding
📋 Step 3: Audit & Design with Intention
Now it’s time to look at what you’ve already built — and refine it into something unmistakably yours.
🔎 Audit Your Foundation
Walk through your current brand & offers like you’re a guest in your own house.
- Does it feel alive — or generic?
- Does it reflect you — or just look “professional”?
- Do your words and visuals evoke the emotions you actually want people to feel?
- Are your offers thoughtful and layered — or random and scattered?
- Does your website feel like an experience — or just another Shopify template?
💻 Then invite AI to help you see what you might miss:
📝 AI Prompt:
"Act as a soulful brand consultant. Here is my website (or landing page): [Insert link] and here are my offers: [Insert list]. Based on what you see, does my brand feel distinctive? Does it communicate the emotions I want? Where does it feel flat or disconnected? Suggest specific ways to make it more alive, authentic, and aligned with who I really am.”
[insert an example of something uniquely branded]
🌟 Your Invitation
Earth is the moment you decide: I am not just building a business. I am building a world.
You can build on what everyone else is doing —
Or you can build something alive.
You are not here to blend in.
You are not here to run another soulless funnel.
You are here to craft a brand so alive, so unmistakably yours — that your audience feels it the second they step into your universe.
You are here to create a world strong enough to hold you — and unforgettable enough to hold others.
When you master the element of Earth, you master these:
You choose your colors and your words.
You shape your offers into layers that invite and hold.
You craft a storefront that feels like home.
You design a business model that can carry your art.
And you align every brick with your own beating heart.
These are your bricks. Your foundation.
Build them with care.
I’ve learned — painfully — that copying what “works” (templates, sales pages, funnels) without infusing them with my own voice and vision only left me burned out.
It attracted the wrong people, drained my energy, and made me feel invisible inside my own business.
So now, I build differently.
Not to “hack” my way into sales —
But to craft a brand that feels like walking into a universe only I could create.
Build something that could only come from you.
A place where my people feel at home.
A foundation I can actually stand on.
So:
Lay your bricks with care.
Speak in a voice that is yours.
Build in a way that reflects your heart — not just what the algorithms say works.
A place where your real fans feel at home.
When you do, you’ll feel it — like Georgia O’Keeffe standing under the New Mexico sky:
“This is mine. It fits me exactly.”
It’s time to become the architect of your own world.
Step into Earth.
And start building.
You can build on what everyone else is doing —
Or you can build something alive.
You are not here to blend in.
You are not here to run another soulless funnel.
You are here to craft a brand so alive, so unmistakably yours — that your audience feels it the second they step into your universe.
You are here to create a world strong enough to hold you — and unforgettable enough to hold others.
When you master the element of Earth, you master these:
You choose your colors and your words.
You shape your offers into layers that invite and hold.
You craft a storefront that feels like home.
You design a business model that can carry your art.
And you align every brick with your own beating heart.
These are your bricks. Your foundation.
Build them with care.
I’ve learned — painfully — that copying what “works” (templates, sales pages, funnels) without infusing them with my own voice and vision only left me burned out.
It attracted the wrong people, drained my energy, and made me feel invisible inside my own business.
So now, I build differently.
Not to “hack” my way into sales —
But to craft a brand that feels like walking into a universe only I could create.
Build something that could only come from you.
A place where my people feel at home.
A foundation I can actually stand on.
So:
Lay your bricks with care.
Speak in a voice that is yours.
Build in a way that reflects your heart — not just what the algorithms say works.
A place where your real fans feel at home.
When you do, you’ll feel it — like Georgia O’Keeffe standing under the New Mexico sky:
“This is mine. It fits me exactly.”
It’s time to become the architect of your own world.
Step into Earth.
And start building.
Echoes from the Ether
How artists & creators feel after stepping into the void with us...