F the Formula

Marketing orthodoxy breeds mediocrity.

It convinces smart, capable people to trade their originality for a checklist. It dictates how you sound, when you speak, what you charge, and how to manipulate people into saying yes. In the process, it erases the very edge that makes your work worth finding. You already know that marketing yourself should not feel gross, exhausting, or soul-sucking. It should feel like an honest extension of your creative work; energizing, sustaining, and unmistakably yours. That is the work we will do here.

F the Formula is a live, cohort-based brand coaching experience designed specifically for solo professionals, creatives, and owner/operators who want to build a brand that reflects their depth, originality, and authority without selling out or burning out.

Drawn from Justin's 20+ years as a branding heretic, it will teach the five non-algo branding and marketing practices that honor your sanity and your soul:

1. Module #1: Finding Your Voice: Gain the language and confidence to speak clearly about your work in any situation.

2. Module #2: You Are Not a Commodity: Own what makes you different and communicate it with clarity and strength.

3. Module #3: You Have Shit to Say: Turn content creation into a creative practice that energizes and expresses who you are.

4. Module #4: Protect Your Value: Price your work with integrity, set strong boundaries, and promote yourself with confidence.

5. Module #5: Simplify to Scale: Use tools and structure that amplify your focus and free you to do more of what you love.