That clarity you’re STILL seeking…

While much of the work I do can be described as personal branding and strategy, when everything is said and done, what ALL my clients actually come to me for is…










Lack of clarity about who you really are and what you’re built to do in your short time on this planet is perhaps one of the most painful human experiences to endure. A lack of clarity keeps you awake night after night, your brain grasping and churning. A lack of clarity keeps you trapped in an invisible prison, stuck in the same spot for years (decades even). A lack of clarity means your gifts and talents and dreams grow fainter as each day passes.

A lack of clarity comes from not knowing the answers to…

  • Who am I?
  • What am I meant to be doing?
  • How do I “only do what only I can do”?
  • How do I follow my true calling AND create a legacy and financial freedom?

Without clarity, you’ll always feel like you have one foot on the brake, one on the accelerator. That feeling of overwhelm and fog and scattered-ness is tangible every moment of every day. The lack of momentum in your career and life is crippling – both emotionally and financially. It’s spiritually destructive. And the load gets harder to bear as the years pass (trust me, I understand this all too well). Mental and physical illness is a common result of this all-encompassing frustration and confusion that grows and grows to consume everything. Again, I know, because this was my experience 
To be blunt: without clarity, you’re living someone else’s life. And while you can endure it for a time (and cover it up with distractions), there will always come a breaking point. When enough’s enough (I was 38 when that day came). When the urgency reaches a peak, a point of no return, and you know to your bones that the most important thing in your life – the only option left  is to find the answers to those questions above, so you can finally begin to live your life as you.
With clarity, you will be able to point yourself in the right direction… and watch yourself take off. Life is simple and intentional… and clear.
So, if a lack of clarity – of purpose and identity – is the thing that’s holding you back, I have something for you.
Clarity Intensive
In this intensive, I will tell you what your true identity and calling is, what your highest-value offer is, who wants it right now, and how to reach them. Essentially, in one sitting I will give you clarity on your true identity and vision, and craft for you your new brand and business offer that is the current highest expression of that identity and vision.
For example, you may hear from me: “This is what your true gift is… this is who you’re supposed to be working with… this is what you should be charging… and this is how quickly it can happen.”

  • You will see exactly where you are not operating in your zone of genius – your territory – and why it’s the cause of your dissatisfaction, and how to shift it

  • You will see yourself and your true vision for the first time

  • You will get a fully crafted, identity-aligned brand and business (NB: this is the first version of your brand/business that’s the correct expression of your identity and calling; you will need to create several more iterations before it perfectly aligns, but the first one I create for you is the first step on that path to owning your identity, gifts, genius and power)

Not only will I hand you the concept of who you are, and your highest-value vision – I’ll give you a tailored strategy for implementing it. You will walk away and be able to start creating the life you want. That’s epic. Life-changing, even 🙂
This is by application only to ensure you’re the right client for this transformative work. Once you apply, you will hear from my assistant as to whether you qualify for a short call with me to define your specific goals for the intensive. 
You can apply ↠ HERE
If you have no idea where the clarity is lacking for you, or what incredible things you could do with your life if you had the clarity, that’s fine – that’s what the application process is for.
In this intensive, I will be quickly hunting down and calling out your zone of genius. The ability to do this for you is MY particular genius – so these intensives are incredibly exciting and satisfying for me. I love nailing someone’s truth – and clearing away the fog – so they can walk away with a clear vision and 100% confidence in who they are and what their value is.
I look forward to giving you the clarity you crave.
Dangerous Woman

PS: You must apply for the intensive ↠ HERE – and you will then hear from us to confirm your next steps.

Why what you think you need is not what you actually need

You’re brilliant, ambitious and sharp as a nail.

You’ve left corporate, or are about to do so, and you’re hell-bent on building your own massive vision and you’re ready to do whatever it takes in order to build your dream business.

But …

… you can’t launch the rocket and you DON’T KNOW WHY.

Welcome to the paradox of the powerful executive woman who has decided to become an entrepreneur.


When you’ve been exceptionally successful at some point in your life (track star, school prefect, CEO, member of boards), it’s painful to leave the establishment in the hunt with hunger for true independence … and then realise that you’ve rammed up against some invisible wall where you simply are unable to recreate that past success.

Days tick past. You wake at 3am with a vague sense of dread and frantically search the corners of your brain for the answer.

But nothing changes.

In a fog of ever-growing panic and analysis paralysis, your conventional fix for being unable to recreate your past conventional successes is to scrabble and grab at conventional solutions – another degree, a new website, a marketing campaign or funnel, a rebrand, a new hairstyle, a new wardrobe…

And yet… nothing changes.

Because, what you think you need is not what you actually need.

YOU THINK it’s the mechanics that you need.

I KNOW that what you actually need is to unleash your weirdness.


The real reason you’re flailing and missing the mark is that you’re refusing to truly own your unleashed power (which YOU know manifests inside you as a dark, weird streak of genius – that untapped energy and essence of a dark warrior). It’s not because you’re not prepared to go all the way – HELL, NO; you’re prepared to risk it all (why come so far to only go so far?) – but you’re in that hellish limbo because you simply don’t know what this unleashed version of you truly looks like. What it sounds like. What it ACTS like.

Take it from me. You cannot forge an unconventional path by resorting to conventional thoughts, behaviours and actions. You need to burn your old brand and release your weirdness and your darkness, and unleash it on an unsuspecting world in a way that raises such merry hell that NO-ONE will know what hit them. Least of all you.

Your hungry supporters, clients and lovers that are waiting just for you will not follow someone who is still in their own boring, conventional paradigm. Only when you are fully in your new paradigm – the one your supporters, clients and lovers desire to be in; the one where politeness dies on the altar of genius – will you be able to convert them and transform them to your dark ways so they, in turn, can unleash themselves.

AND – you need to see that it is not only easy to access your genius weirdness, it’s the key to EVERYTHING. You need to see that what always happens when your inner and outer ‘brands’ are out of alignment – illness, divorce, anger, anxiety, stress, addiction – doesn’t have to be your fate. You need to see that it’s okay to trust that being fully you will be okay.

As a powerful executive women who ‘has a lot to lose’ if you come out of the closet, and an immense fear of losing your hard-won reputation – and believe me, it’s a truly unique struggle – it’s imperative that you understand that not only will you NOT lose your reputation (not in the way you think, anyway), but what you’ll build in its place will provide just as much wealth and prestige, as well as freedom from anxiety and stress, and immense peace of mind, and that you will find a world you don’t have to hide from and people who really get you. The sooner you understand and act on this, the sooner you will enter the upper realms of success.

This knowledge is why I coined the term Dark Branding and why I am so compelled to talk about the absolute fucking imperative for some women to ‘burn your brand’ – because it’s my experience, it’s my success, it’s my genius, and it’s how my clients experience success. I live and teach and live the integral components of the dark goddess energy: death in the service of rebirth.

And the practical, ‘superficial’ result of this unleashing? You become incomparable, unignorable and uncontrollable. It’s freaking branding genius. It’s a motherfucking epic way to project and present and package your image.

And the deeper result, of course, is that you can be you. You no longer have to be afraid of BEING you, or be afraid OF you. Let me tell you, from personal experience, that THAT is one unfuckwithable result.

And once I understood this – that the only option left was to fully be my weird self; to always speak my unfiltered truth, no matter the risk or the consequences – these are the results I got; peace of mind and success on a level light years beyond what I imagined possible. It’s also the result my clients get, once they understand what needs to be done, and take action on this.

And of course, if you also want these results, this is why you must come out in your own life completely and totally and RIGHT NOW.

Otherwise you will simply not be able to step through the threshold that you have to step through.

#dangerouswoman #dangeroustruth


When you are out of lives, the pussycat must die.


A couple of years ago, I realised I’d used up my nine lives. I had no more chances to mess around – and by this, I mean living the wrong life. Creating success in the wrong way. Not being myself.

Don’t get me wrong, my life was seemingly great – it’s just that it wasn’t the life for me. I was living some other woman’s life. I had always known I was unusual, weird, an alien, a misfit; highly intelligent and intuitive and insightful and destined for something great. But because I couldn’t see how to be this in a world that mostly wasn’t this, I decided I must be ‘wrong’, and that I had to join the masses on the conventional plane, on the conventional path to success.

So, I became a pussycat. I said what I thought should be said, I did what I thought should be done, I became what I thought I should be… purring for people so that they were more comfortable in my presence. Neat and preened and well-behaved so as not to get kicked out of the house.

Because of this diminishment of my true power, because I went on to do it for so long (about 20 years), I became a disjointed animal – a pussycat on the outside, and on the inside, a tiger pacing a cage, looking desperately for escape. House-trained… yet inherently feral.

Because I didn’t believe there was an escape (because you are yourself wherever you go; and if you don’t know how to be yourself, you are not yourself everywhere you go), the extraordinary energy that was meant to be channelled into being myself was instead channelled into anxiety, anger and addiction.

Sometimes something would give, and in an unguarded moment, the tiger would lash out. I’d get a slap on the paw from a society that didn’t like wildness of any kind – and because I still didn’t know how to own or control this power I had, I would retreat to lick my wounds.

Of course, this led to wave after wave of escalating mental and physical breakdowns (although no-one would have known it from the outside, because I was so successful and looked so together… oh, how prevalent this is among successful women). I overcame each, with increasing difficulty. My body, mind and spirit were literally telling me: enough. But I was not listening.

When the most recent breakdown happened, I knew it would be the last. This was my last chance to listen – if I did not, I knew that the next physical and mental wake-up call would be fatal. Either metaphorically fatal, extinguishing the last remaining flicker of the unusual transformational power within me, or literally fatal, as something exploded inside my brain or my heart.

But how to make the escape? Or, how to burn the shoulds, and emerge as myself? As that weird, intuitive, intellectual transformational leader I knew I was (and had known since I was seven)?

As terrifying as it was, I knew ¬– and had always known – what the answer was.

The only way was to kill the pussycat and unleash the tiger – let my true claws come out. Let my bite be my bite.

And it had to happen overnight. A quantum leap. A warrior move.

As painful as this would prove to be (my life did not get easier; it got infinitely harder… but it also got infinitely BETTER), I had reached the point of utter urgency where it had become far less painful to change than to stay where I was. A horrifying yet miraculous realisation. If you have reached this tipping point, you are one of the lucky ones; seize the chance for what it is – and step through the portal.

And oh, was it worth it. My unleashed tiger turned out to be a fire-breathing dragon, capable of extraordinary things.

Now, I do what I want, when I want; I say what I want, when I want. Now I am not afraid – of anything, least of all my own power. Now I have my own ‘agency’, my own authority. Now I make more in one week than I used to in a year, telling other trapped, successful women how to kill the pussycat. Showing them how to burn down their old brand so they can unleash the real one.

Only you know if you are out of lives. Extraordinary power is possible if you are prepared to step through the portal.

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I make my way in the world...I am a genius at recognising a sanitised soul in an otherwise outwardly successful person. I can see what they need to burn, and what they need to become. Some take my advice, some don’t. The reason I can see it so clearly (like Munch’s ‘The Scream’ in my head), and why it physically and mentally repels me so much, is because I also have a sanitised soul.

It is my daily battle to unsanitise it. To do what I want to do, and say what I want to say. It is a battle because I know that the unsanitised version of my soul is too much for most to handle. But I must fight on – not because I care whether it helps you in any way, but because I know I have no other option. It has become my job.

The sanitised soul is the true tragedy of modern society. It is why what needs to be said is left unsaid. Why what needs to be done, is left undone. It is why the bar is so low, why the vision is so vanilla. Why wild girls don’t become wild women who go on to become warriors who change the world – but become high-achieving CEOs who watch Wonder Woman with their wild little daughters and cry inside because it’s actually what they wanted to become (and dream of for their daughters).

It is quite literally, the stolen, sedated and the sold soul.

The starved soul.

The screaming soul.

What does it look like?

  • The executive who sits in her expensive suit with her perfect hair and beige stockings in yet another boardroom meeting filled with men (while silently screaming inside her skull that she simply MUST be unleashed to raise merry hell)
  • The CEO who is required to show up every day NOT as her self in order to do her job – and who goes home every night to a relationship with someone who, yes again, requires her to NOT be herself (while silently screaming inside her skull that here, see, the most amazing version of myself is begging to be noticed and loved and revered)
  • The corporate achiever who has done everything right along the way, yet who keeps banging against a ceiling of such force with such ferocious, unfulfilled energy that she has entered into paralysis; one foot on the brake, one on the accelerator (while silently screaming inside her skull that if she could just be let loose she would EXPLODE into action and audacity and people wouldn’t see her for dust)

All have been brainwashed into believing they must sanitise their soul – or sacrifice success. Which is one of the greatest illusions there is (for the only secret to astronomic success is to be the unsanitised version of you).

And the higher the echelons of success, and the greater the risk to be taken (and the further to fall), the more prevalent the cult of the sanitised soul is. The sanitised soul exists through all of society, of course, but it is most painful to see in the rarified world of the CEO, the executive, the corporate achiever – because there you will find the very people who MUST unleash their unsanitised souls because they have the most power to challenge the status quo, to speed up true transformation, to shift the PC paradigm… and yet…

You think I’m being melodramatic?

No – this could not be more critical; it becomes a matter of life or death for some. I can make you aware to what you already know (you wake at 3am with that vague, subterranean panic about your life), but I frankly couldn’t care less if you want to ignore the warning signs. I’m in this for myself. BUT you should be under no illusion that, one day, your soul will win. It will kick up such an almighty fuss that something will break – your sanity, your health, your career, your relationships…

Trust me: unsanitise your sanitised soul now, before the damage is done.




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Why a subtle dash of darkness = success

A dark female personal brand can be overtly dark – or it can be overtly subtle.

The subtle ones are the most sophisticated.

A sophisticated dark brand is created through frisson and mystery – not overt darkness – and it only takes a dash of contradiction, of the unexpected to create that sense of tension in the human brain… the hallmark of a successful subtle dark brand.


  • a dark velvet rose amongst a sea of red roses
  • an intellectual blonde behind a desk with a raven on her shoulder
  • elegant damask wallpaper with a hidden gremlin

I love to work with women who are in a very conventional, contracted, constricted picture of success, showing them how to weave a frond of darkness through their personal band – their private identity and their public image – because it electrifies them and galvanises others… yet those others will have no idea why they are being so affected.

This woman, with her otherwise respectable presence, will be crackling with an energy that is palpable, yet intangible. She will walk the halls of her corporate job, and people will feel the crackle as she passes. It gives her power, it give her presence.

In a physical manifestation of this subtle yet powerful dark energy, imagine her wearing black lace lingerie under her tailored suit.

She knows where her darkness lies, even if others do not.

To find your own frond of darkness, look at where there are contradictions in your identity. What is unexpected about you? Weave a little of this through your external image.

If you want to have an expert create this for you, we need to talk.




How do you turn on your Erotic ID?

Your Erotic ID™ is the key to becoming a magnet for what you want.

Understand and OWN your Erotic ID – that mysterious, magical mix of your unique identity and your image; your true creative nature that you were born with – and you will make yourself magnetic to:

… the ultimate client, lover, employee, employer…

… money, as it naturally wants to come to you…

… a business, career or empire that’s an expression of your purpose…

… a lifestyle that fulfils your wildest dreams…

… an iconic personal brand and style unlike any other.

And that’s just the start.

Your Erotic ID is the secret weapon that you can employ in all areas of your life to magnetise what you want. And it is yours, and yours alone.

Because of this, there is no prescriptive recipe – but there is a sequence. And it starts with turning on your Erotic ID.

Here’s the key to turning on your Erotic ID…

  • ONE… Write down every descriptive word of how you want to feel in this life – single words only (ie loved, sexy, creative, fiery, smart, wealthy, clever, generous, expansive, admired)
  • TWO… Strike out every one of those words that relies on someone else ‘giving’ you that feeling (ie loved, admired)
  • THREE… Of the remaining list, cut it down to just ONE that makes you tingle

That final word turns the key in the door to your Erotic ID wonderland.

The unlocking of the door is just the start.

From there, you must walk into your Erotic ID wonderland – step into it, envision it, make it expansive and compelling, and put tangible flesh on the bones of this extraordinary personal and professional tool – and see the magic that starts to ripple out across your life.


Once you have your word, we need to talk. 




The simple 3-step to find your Personal Brand Purpose









I absolutely do not believe that humans have some esoteric ‘life purpose’ (although I do believe in ‘life projects’). As humans, we are driven to procreate and create, certainly – but to burden individuals with the unsubstantiated belief that we all have a highly specific, designated higher life purpose ( a bit like ‘one true love’) is cruel, and relegates countless creative, entrepreneurial women to a state of frustrated procrastination – frantically trying to decide their elusive life purpose before they get on with, er, their life.

HOWEVER – I absolutely DO believe in the concept of a Personal Brand Purpose.

Your personal brand – and consequently your business/career/product/service – should exist to serve your goals and your lifestyle. Otherwise, what’s the point? If you nail your Personal Brand Purpose, it will allow you to block out all other voices, to focus on where you are going (and why), and to take or reject opportunities and decisions based on total clarity.

So, how to find this Personal Brand Purpose?

  • Step 1: Write down every descriptive word of how you want to feel in this life – single words only, please (ie loved, creative, smart, wealthy, clever, generous, expansive, admired)
  • Step 2: Strike out every one of those words that relies on someone else ‘giving’ you that feeling (ie loved, admired)
  • Step 3: Of the remaining list, cut it down to just ONE

That final word is your Personal Brand Purpose.

That word is your guide, your rock, your compass. In the face of overwhelming information, ideas and potential indecision, it is what you should base everything in your brand and business around – the transformation you give your clients, the way your daily work and future goals make you feel, the very services and products you create. Ask yourself at every fork in the path – does this way take me closer to that word… or further away from it?

If you’re honest with yourself, the answer will be clear. And the path will be clear, too. And, funnily enough, this word is not just your guide for your personal brand and business – you can refer to it to guide your relationships, your health, your wardrobe…

And my word?


PS: If you know you need professional help when it comes to finding this clarity and focus – for your brand, your business, and your brain – Brand Spanking might just be for you…

How do you turn on your dark brand?

There are no shortcuts when it comes to creating a dark personal brand (aka – a mysterious, magnetic, moody, Machiavellian, mystical, magical experience for your audience).
If you’re not turned on by your personal brand – which is what happens when you try to be something you’re not, or when you copy others – your audience will be turned off.
Your audience knows a real – or manufactured – dark brand when they see one.
So, don’t take shortcuts.
Instead, nail these 3 steps – IN THIS ORDER:
1. Your Identity (the internal brand) – who you are and what you want
2. Your Image (the external brand) – how you communicate your identity
3. Your Income (the strategic brand) – what business model respects your identity
Not sure if you’re a dark personal brand?
Trust your instincts.
There is no formula – just the hallmarks of a dark personal brand: PRIMAL, PROVOCATIVE, POWERFUL. You will instinctively be drawn to these concepts, and they will be an undercurrent through your whole life – if you choose to look. Darkness leaves clues.
Been ignoring those clues?
Feel like you’re play-acting, pretending, procrastinating?
Want to turn yourself on again?
Don’t edit or second-guess your answer; let the symbols come directly and strongly from your subconscious – and they will tell you what you’re made of, and whether you’re a dark brand… or not.
(*A profound answer, from an extraordinary female adventurer and author who later went on to trek solo across Australia’s outback: ‘Desert, purity, fire, air, hot wind, space, sun, desert desert desert.’)

How do you create a dark personal brand?

I specialise in personal branding and Dark Branding – for women, and for the female audience.

Clients come to me for advice on creating a dark personal brand.

Do you want a dark personal brand?

You need to start at the beginning.

So, let’s break it down.

A personal brand is:

An experience.

You create an experience for your audience with 3 things, IN THIS ORDER:

  1. a lead character (your internal Identity)
  2. a storyline (your external Image)
  3. a way to interact (your Income Strategy & Source)

A personal brand is not:

A logo, tagline, website, or any other copy or visual device.

(The test: remove those things from your current brand… and see if anything remains.)


A dark brand is:

An experience… that is primal, provocative and powerful.

You can personalise these concepts by asking yourself 3 things:

  • What’s my Desire (the primal)? – ie: what do you want to be/do/have?
  • What’s my Dissent (the provocative)? – ie: what makes you different?
  • What’s my Dynamite (the powerful)? – ie: what’s your one-of-a-kind zone of genius?

A dark brand is not:

A cheap marketing stunt that uses sex, death, fear, depression, hate etc for shock value.

(The test: again – remove those things from your current brand… and see if anything remains.)

The above is a simplified blueprint of a professional process that requires time, courage, honesty and implementation. There are no shortcuts, and it’s not for everyone.

But the rewards are great if you are one of the ones.




What is Dark Branding… and are you it?

I coined the term, Dark Branding, to describe the realm of storytelling that is the antithesis of, and antidote to, light branding – which is where marketing is pretty much stuck at the moment (think the endless, cookie-cutter memes of ‘happiness’ and ‘gratefulness’, and content or brands that perpetuate the myth of perfect motherhood/bodies/interiors/diets etc etc etc).

While there will always need to be light AND dark (read up on Taoism for more on this), society’s current obsession with the light side of life – and the misguided idea that we should be working towards a Utopia – means that there is an unparalleled opportunity right now for genuinely dark brands, whether a person or a product, to cut through the forgettable mass and make a unforgettable mark.

But what is Dark Branding?

Dark Branding must be:
• Primal (example: Dita von Teese). Primal refers to the physical plane – your actual human body; all the messy blood, sweat and tears of it, the erotic and the enjoyable, the painful and the pleasurable. Light brands are often concerned with the spiritual realm, and the rejection of the physical.
• Provocative (example: Twin Peaks). That which is unusual, unapologetic, unique and utterly, enigmatically wondrous owns this space. Rather than simply ‘sex sells’, the truly provocative is something very, very hard to pin down.
• Powerful (example: Museum of Old and New Art, aka MONA). Something becomes powerful because it is bold, boldly goes where others don’t and is beholden to nothing. Something powerful cannot be ignored, and it therefore changes and challenges the world around it.

These three are the non-negotiables.

Dark Branding is also:
• Premium – because it is, by its very nature, a niche proposition
• Personal – ditto
• Peerless – ditto
• Perennial – ditto
• Polarising – ditto
• Un-PC – and therefore needed on our intellectually timid planet

Dark Branding is NOT:
• Simply sex or porn – it is more sophisticated and subtle than this
• Obsessed with death – this is an element or theme, naturally, but it is not the be all
• (Only) visually dark – a dark brand can be visually light, yet still have an undercurrent of darkness (think of one of the original masters of personal branding, Frida Kahlo)

What does this mean for you?

Well, if you have a personal or product-based brand that is not getting traction, or feels stale or off somehow, here are some questions for you…

This is an affliction. It comes from people being scared of their inherent darkness. They avoid making the hard decision to understand their own darkness and instead look around them at what’s trending – and simply copy the conventions of the day (this is why those insipid, sparkly gold, handwritten Instagram quotes abound). But if your true nature leans to the dark, then the closer you get to expressing this, the more your world will resonate with others (and with yourself).

This is less common – because it’s simply more challenging to be openly dark than it is openly light. Society is not so accepting of the dark at the moment. But, again, it’s about being yourself. A true light brand (not a contrived, copycat version) is a wonderful thing.

Personally, I have never tried to be light. I’ve always known it’s not me. (If you know of the Birthday Book, I am born on the Day of the Dark Pragmatist, which it’s eerily apt). I have researched, created and collected dark brands for more than 20 years – and I currently have two of my own. I have admittedly been guilty of toning down my darkness in the past. But experience has taught me one thing: if your brand turns you on, it will turn others on. If you are turned off by yourself, then others will also turn off from you. So the closer you are to your true self (whether you lean to the light or the dark), the more successful and happier you will be, both personally and professionally.

So, if you are a dark brand – be brave and go bloody be a dark brand!

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