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The first time I finally took the plunge, and decided to launch a program doing what I really wanted to do and which I knew MATTERED, mattered more than just in the sense of ‘would help people get results’, but mattered, to me, on a soul level and in a way relevant to what I believe life is ABOUT –

It completely fucking flopped.

I got 2 sales.

And the offer was actually for a live event, so it was even worse than just getting 2 sales feels when it’s for an online course, and you gotta then decide whether or not to run it anyway, and get over the bruised-ego part of you which feels embarrassed at the lack of numbers.

On the sales copy for the event, I’d implied repeatedly that this was a BIG event. When I say I’d implied it, I mean I had SAID repeatedly that this was a big event. Huge! Room full! So it wasn’t exactly as if I could kinda sorta just pretend I’d meant super VIP and intimate.

I was SO so sad, deflated, hurt. The self-belief I’d worked so hard to cultivate around being able to do what I was ‘really’ called to do, namely, some sort of version of helping people to remember who they are, become it, live their dreams, no matter what, know that they can have it all and go get it, was INSTANTLY shattered.

I felt embarrassed …

I felt angry …

And worst of all I felt such deep deep sorrow and heartache that maybe I would NEVER get to do what I knew I was meant for. After all, I’d poured my heart and soul into that sales copy, and I damn straight KNEW it was amazing. The event was EXACTLY what people needed; such important stuff! Man, just thinking about it makes me want to pull up that old page from well over half a decade back and run it NOW! Maybe I should! It’d sell now, knowing what I know now and with who I AM now; who I’ve chosen to be. Anyway …

I dumped it.

I refunded the 2 people, or offered them some 1:1 credit, I don’t really remember, and then after that I did what I hope this post empowers you to NEVER FUCKING DO EVER:

I instantly shut down the part of me that wanted to teach people to connect to soul, and self, and live according to their values to CREATE that dream life.

And I returned to selling what I was known for, what people expected of me, what I was ABOUT. Which at the time w as fitness and fat loss stuff; that being my first online business.

Okay, so I didn’t ACTUALLY shut down that part of me, as if I could! It was always there, the deep inner work conversations came through in everything I did, every offer I put out there, I just kept it kind of disguised under a banner of ‘I’ll help you get in shit hot shape’. Which was fine … fine … fine.

Aka it sucked … sucked … sucked! Because even though I loved and was passionate about health and fitness, and certainly still AM, that was not EVER actually the true work I came to do, and so in saying NO to my soul to keep on planting the damn flag I was meant to, I was breaking my own heart, and perpetuating a LIE which I had bought into that said I can’t get paid to do what I love, and just be me.

Can I tell you something?

You can get paid to do what you love, and just be you.


And here is what I know now that I wish I knew back then –

Firstly, self-belief, same as trust, or faith, is a CHOICE. It’s not something that should be able to be shattered based on results, based on something not going according to plan, based on getting your ego all butt-hurt.

I didn’t know that then, and so I ALLOWED my confidence to be shaken.

One of the most common questions I receive these days is around confidence, how to believe in yourself, how to just be in the mindset of being the you who you know you’re meant to be, and I’ll tell ya-

That shit is a choice.

You gotta put it on every day like choosing your outfit. Whether you feel like it, or whether you don’t. Heck, you’re unlikely to leave the house naked and go about your day’s business like that if you didn’t feel like getting dressed; treat this the same way!

Sooner or later, trust me on this – it will become automatic. Why I have so much confidence, certainty, and self-belief now is NOT because I have the results now, it’s because I practiced all of that stuff until it became part of me. And now, when I’m ‘not feeling it’, higher self basically just kicks in and I remind myself who I am and who I CHOOSE to be, and then I do the damn work of being that badass bitch.

>>> What if you created a personal policy of just being who you’re damn well meant to be, and realising you always get to CHOOSE self-belief and badassery? Hmmm? Hmm!

Had I have known all this, look, maybe I would have still dumped the event, but I would have come back swinging right away with the next offer in line with all that inner stuff which I’m so well known for now, and which 90% of my paid content centres around. I would have done a low-cost online offer perhaps! Or a 1:1 offer! Or both! I would have KEPT ON SWINGING, and I would have also chosen to be okay with things building into my new direction little by little, and got over the idea that I had to have ‘x’ amount of sales in order to be able to do my purpose work and just be me!

In the end that IS what I did, but I just dilly-dallied a HELLUVA lot and cost myself literally years as a result of that!

Imagine –

That from this moment forward you relentlessly kept swinging the bat to put the TRUE you out there, and you simply DECIDED to be unswayed by short-term results.

Imagine you kept your mind focused on the big vision and just kept showing up like you believed and trusted it would come to pass if only you put ego aside and just kept doing your bit daily!

Imagine if you showed up EVERY day with t he end in mind, rather than responsive to today’s woes, hurts, hardships! Just imagine!

Do you think you’d learn faster what works, and how to BE that version of you?

Do you think you’d save some time? In the end, you’re GOING TO GIVE IN TO BEING FULLY YOU ANYWAY, so just decide to not continually press pause on that shit!

For me, surprise surprise, it all started to kick in when I just became that relentless ‘never say die’ version of me. I guess after a few years of dipping my toe repeatedly in and out of the soul truth waters with offers I really believed in which REALLY didn’t sell and so I’d retreat again, I finally decided to just go all in.

To flick the damn switch, and no longer just TRY to be that person to my people, but to BE it. Bandaid ripped. Ships burned. NO RETURN POSSIBLE!

And THAT is what it’s all about, isn’t it? You already know this! I dare say I knew it back then, but maybe I did not know that I knew it! And nobody was telling me this stuff, or perhaps I just wasn’t ready to hear it.

So allow me to tell you what you already know, and please, decide to hear it:




THIS is who I am.

THIS is what I talk about, preach on, unleash on.

THIS is what matters.

THIS is what you need to hear!

And when you then show up relentlessly for that soul message till it kicks in.

‘But Kat, what if I’m making no money from it, what if I have bills to pay, what if I don’t have the motivation / inspiration / blah blah blah?!’


What if you accidentally keep living the wrong fucking life, what if THAT?

In the end it worked for me because I burned the ships. I just woke up one day and FULLY stopped doing anything that was not my truest soul work, and FULLY committed to doing my soul work, EVEN IF IT NEVER PAID ME.

I made the decision I would show up for the message God gave me for the rest of my life even if I never made another cent online. And that if that happened I would just go back to being a personal trainer. I didn’t believe that would happen, but I surrendered to it fully anyway, and I meant it. I believe this surrender piece was critical.

There are always other ways to make money, if need be.

There is NO way to re-live your wrong life if you give all of it for the wrong stuff.

So decide.

Decide you will walk away today, from EVERYTHING that is not your deepest truth.

And decide.

Decide that you will give your life,

for the rest of your life,

for what it was given you.

Don’t forget –

Life is Now. Press Play.

Kat x


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I’m re-opening Rich Hot Empire, today!

This is my 6 week 1:1 intensive, #KatrinaRuthFamous since 2016! It is THE way to work with me if you know you’re meant to work with me 😉

During our 6 weeks together I take you through EVERYTHING there is to know around building your low end right through to high end multi 7-figure and BEYOND soul aligned empire, doing only what you love.

This isn’t about where you are right now in business, this isn’t about how much money you’re making right now it’s about who you are as a person.

Rich Hot Empire is about flicking the damn switch on who you’re meant to be NOW!

Here’s the thing –

The difference between you and the woman you see who is crushing it online, who’s doing such an amazing job, who is so inspiring just through the ESSENCE of who they are –

Honestly, the difference isn’t the systems and the structures..

The difference is she just has a HIGHER LEVEL OF BELIEF than you.

The belief in her God given right to have things work in a certain way

The belief to have business work in a certain way

The belief to have life treat her in a certain way

The belief to have the right ideas come through

The belief to have things just work out

She just believes and expects it!

What is your level of belief?

It’s time to back yourself, but FULLY.

Its time to dig your damn heels in and DO the darn thing now!


This is what Rich Hot Empire, and the work I do with you as a private client in this 6 week time together, is all about.

It’s a time to really get into the structure and strategy in a DIFFERENT kind of way. To go behind the scenes of how I’ve done it, to build a multiple 7-fig per year biz which breaks all the rules, lets me be me, and yet is also highly structured … without at all feeling that way!

It’s a pretty cool thing, to realise you figured out how to unleash ALL your madness, but fully, and NEVER compromise on what feels fuck yes and fly for you, and yet know you got your biz shiz sorted!

Guess what??

You get to have that too.

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Rich Hot Empire gets such incredible results for people because it marries these two areas together. Full alignment to that next level identity you KNOW is waiting for you –

And full asskickery to do what you know you gotta do, with me right there by your side showing you how to do that, how to find the exact way that feels good and works for YOU.

Ready to go all in on you and truly BELIEVE you can have it all?!

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Weekly group training and support; multi-media training: visual + audio

‘Done for You’ Templates and Step-by-Step Worksheets

Personalised 1:1 coaching included, plus DAILY unlimited 1:1 access

My personal hand on your business success

Weekly group coaching call and hotseat with my other private clients

24/7 mastermind forum, networking and support

Very limited spaces

Results guaranteed

Not for everyone

I’m so excited to do this work with a small group of badasses who are willing to SHOW UP FOR THEIR SOUL no matter what. To walk away from all that is not serving, not actually working, not FILLING you. And to all yourself to bring your truest desires to life.

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