WATER

Water is the element of flow, intuition, and the surreal, chaotic depths of your unconscious — where your true voice waits to surface.

Like a river carrying everything at once:
— who you were
— who you think you should be
— who others say you must be
— and, quietly, who you really are

Within it swirl all the voices that have shaped you:
— The inner child, still seeking validation
— The critic, warning you not to stand out
— The societal scripts about what creators “should” do
— The borrowed personas of competitors, successful entrepreneurs, and industry gurus

It also holds the stories and wounds you've absorbed without realising:
“I’m not good enough.”
“Marketing is selling my soul.”
“If I succeed, they’ll resent me.”

When you don’t examine this water, you end up building a business you don’t recognise — like waking up years into a relationship and asking: “Who am I? Why am I still here?”

When you don’t examine your water, your business becomes predictable, hollow, disconnected.

You achieve — but it feels empty.
You grow — but you feel trapped.
You sell — but you no longer recognise yourself in what you’ve built.

When you ignore Water:
✖ You copy competitors instead of creating.
✖ You cling to business templates that don’t fit you.
✖ Your brand feels generic and forgettable

When you embrace Water:
✔ You uncover the stories you’ve been swimming in — and choose which to keep.
✔ You reconnect with your authentic voice and let it lead.
✔ You build something unmistakably yours.
✔ Your business becomes magnetic to the right people

Water reminds us: true innovation — and true, authentic business — don't come from formulas.

Chanel doesn't compete with Balenciaga. They each flow in their own water. Chanel's water: effortless liberation, luxury that frees. Balenciaga's water: architectural obsession, beauty through precision.

Both iconic. Both completely different.
Both built from examining their own depths.

Before building Apple, Steve Jobs spent time examining his own waters — traveling to India, practicing Zen meditation, and questioning everything he'd been taught about business, design, and life. That inner clarity became the foundation for creating products that felt alive.

Oprah dove into her deepest waters — trauma, vulnerability, spiritual seeking — while other hosts stayed surface-level. Her willingness to examine her pain became her billion-dollar superpower.

Marina Abramović sat motionless for 736 hours while strangers stared into her eyes. She had examined her water so thoroughly that pure vulnerability became her art.

And so must you.

95% of our actions are unconscious — Dr. Joe Dispenza.

Water holds both your brilliance and your blind spots.

When you build on unexamined chaos, it’s like taking painkillers without treating the root cause — the surface looks fine, but it doesn’t feel alive.

But when you dive in, you clear the waters.
You find clarity amidst the currents.
You reclaim your authentic voice — and build from truth.

Complete these sentences — quickly, without overthinking. Uncover what’s really there.

Successful creators/artists/entrepreneurs who are good at marketing are ....
Marketing your art/business makes you feel ...
You’d reach more ideals clients online if ...
Your mentors, parents, or peers always said marketing would ...
Promoting your work/business/art online causes ...
You're afraid that if you promote too much, you would...
Marketing is...
To successfully market your work/business online, you need to...
If your work became more widely known, you would ...
Your biggest fear about online marketing is...

Then ask yourself:
✨ Is this really true?
✨ Where did it come from?
✨ How is it serving me — and is it still?

For every limiting belief you uncover, write its opposite.
Instead of: “Marketing is manipulative.” Say: “Sharing my story is powerful and creative.”
Instead of: “People will judge me.” Say: “The right people will be inspired by my courage.”
Feel the shift.

When marketing becomes storytelling, it stops feeling like a grind and starts feeling alive.

Water is where everything begins.
It is messy. It is alive. But it is yours.

If you don’t choose what’s in your water, it will choose you. If you don’t meet yourself here, you’ll build from borrowed voices — and wake up one day not recognising what you’ve created.

That’s why we start here — before funnels, before strategy, before scaling. We dive in to reclaim what is real.

When you build from water, you build a business that is: clear, soulful, and unmistakably yours.

So:
Step into the water.
Face what’s there.
And begin building from truth.

Let the water show you who you are — and only then, create from that place.
Because what lives here, at the bottom of your water, is your power.
And you cannot skip this step.