F the Formula
A Brand Coaching Cohort for Solo Entrepreneurs, Independent Pros, and Creatives.
Designed and facilitated by Justin Foster.
Why F the Formula Exists
Most marketing advice is designed for mass consumption and to enrich media platforms and agencies more than the entrepreneurs. It is engineered to strip originality and replace it with templates. It leaves intelligent, creative people sounding like everyone else, drained by tactics that feel gross.
F the Formula exists to dismantle that thinking. This program teaches a sustainable, original way to grow your brand that fuels your energy, honors your integrity, and makes your brand impossible to copy.
What F the Formula is
F the Formula is a five-session live brand coaching cohort built on the principles of non-algorithm branding. These practices are timeless, organic, and easy to implement. They never require you to obey trends, rely on automation traps, or use lowest-common- denominator tactics.
Every session challenges inherited marketing orthodoxies and replaces them with structures, systems, and language that are fully your own.
What F the Formula Challenges
Formulas promise certainty by demanding conformity. They tell you what to say, when to post, and how to "convert" people. F the Formula rejects that. This work affirms what you already know: that marketing yourself should not drain you. It should feel natural, energizing, and fully aligned with who you are.
“Turning something from an idea into a reality can make it seem smaller.
It changes from unearthly to earthly.
The imagination has no limits.
The physical world does.
The work exists in both.”
Rick Rubin
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:
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Module #1: Finding Your Voice: Gain the language and confidence to speak clearly about your work in any situation.
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Module #2: You Are Not a Commodity: Own what makes you different and communicate it with clarity and strength.
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Module #3: You Have Shit to Say: Turn content creation into a creative practice that energizes and expresses who you are.
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Module #4: Protect Your Value: Price your work with integrity, set strong boundaries, and promote yourself with confidence.
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Module #5: Simplify to Scale: Use tools and structure that amplify your focus and free you to do more of what you love.
The First Q4 2025 Cohort Is Coming
The first cohort will be capped at 15 participants. Every seat will be hand-picked to create a cohort where everyone shares these core traits:
Are unwilling to dilute their work to fit the algorithm
Can think fast, create with integrity, and operate with a strong bullshit filter
Value depth over status and originality over mass appeal
Produce high creative and intellectual output
