Fuck the shoulds uprising



Seriously hon, don’t you think it’s time we just said a big FUCK YOU to the world of rules and shoulds and everything we THINK we have to do in order to get ahead and MAKE it?

I don’t know about you, but when I was a little girl I dreamed of being fearless, of being a crazy ass rich successful awesome entrepreneur for sure, living in a fuck off house on a hill and I guess having the TRAPPINGS that often come with wealth and success, but how I dreamt of having those trappings?

Was without being trapped.

I knew I was born for anything, that anything I set my mind to I could and WOULD do and I never even questioned my right OR my ability to make it on my terms!

I was born to rule baby and I wasn’t going to be waiting around for life to hand me a silver platter, a how-to plan, or even an opportunity! I was just going to go and TAKE IT!

And can I tell you something? I freaking well did!

I was that kid on the schoolyard flogging off random pieces of junk for 20c a pop until the evil powers that be (Grade 1 teacher, what a bitch haha!) shut down my enterprise and I had to go all black market.

When I was 5 I figured out I doubled my sales of oranges and lemons door to door (thanks Grandmother and Grandfather for the bounty!) if I took my 2 year old brother with me. Cuteness factor sells! And I had NO shame – I’d sell half-assed drawings for 10c door to door because I knew people wouldn’t say no to me! And I knew that for every no I DID end up getting I was more likely to get a yes the next time around!

Life is pretty awesome when you act as though nothing can touch or stop you!

Of course somewhere along the way I started to grow up.

I still believed in having it all, living life on my terms, being fearless about what I set out to do. But I guess I became … CAREFULLY fearless. I knew I’d be an entrepreneur and mad rich, change the world even, but at some point my approach to doing this changed from “well I just will!”, to “how will I?”, and then eventually to “how SHOULD I?”

And that, if I’m honest, is where it all began.

The downward slide into should, into can I, into what’s the RIGHT way and do you like it and is it OKAY?

You know?

You know 🙂

But here’s something that is REALLY interesting.

When I look back on the things that have kicked the MOST ass in my business – and life – they’re the things I did without thinking about whether I should or could or even whether it made any sense at all!

I just DID them.

I just decided to.

I just wanted to!

Because it was cool or because it seemed fun or because why the hell not!

Like deciding to do the Tough Mudder race with basically no prep just for the hell of it and then having the most crazy fun time of my adult life even though I seriously thought a few of those challenges were going to kill or maim me!

Like launching stuff off the top of my head that I JUST thought of that day and then having it become a 6-figure income stream … something that has happened on MORE than one occasion in my business when I’ve fucked the shoulds and just gone into my heart and soul and unleashed what’s in there with no expectation or demand of how it should look. Weirdly the LESS I plan my launches or promos or worry about whether they sell and the more I just go from what’s in me even though it might be TOTALLY random and make no sense, the more money I make! Weird … hmmm!!

Like packing up my entire house and family 2 weeks after my son was born, which was after an INSANE scary crazy awful pregnancy, and just … leaving. And now nearly 2 years later still living location free, traveling the world in first class fine style! Did I mention I had less than $200 in the bank when we left Melbourne?! I just wanted to and so I MADE IT HAPPEN.

Like pitching big name successful podcasts and publications that I was TERRIFIED of reaching out to (fear of rejection runs deep in this one!!) and then having them say YES, that sounds great!

Like telling someone I love that I want them even though it made me so vulernable and I was so scared of being knocked back or looking like a fool.

Like walking out of a marriage that wasn’t that bad but just wasn’t that good, even though the judgement from family and friends was NOT going to be fun.

Like writing a freaking 2500 word blog post every day and then sending multiple emails per day even when it breaks ALL the rules but yet it’s made me my million $$$ biz!

Like saying what I actually think …

Doing what I actually want …

TRUSTING in my actual God damn RIGHT to live a life of awesome …!

You know?! YOU KNOW, don’t you.

So here’s the thing chicken. If you know. That you are in ANY way living your life according to SHOULD or driven by FEAR or driven by WORRY or driven by but I need to know what WORKS …

And if you KNOW. That you’re actually NOT one of those people, because you, you’re like me – you had the entrepreneurial never say die hell yes I CAN do what I want AND I WILL spirit from day one if not sooner …

But yet you’re not actually LIVING like that …

Then don’t you think it’s time to say fuck the shoulds already?!

In ALL areas baby.

Fuck the shoulds that tell you how it has to be in business.

Fuck the shoulds that tell you how to show up if you want to ‘make it’.

Fuck the shoulds that tell you what the RIGHT way to launch or sell something is.

Fuck the shoulds that tell you if you’re not doing this that or the other thing you’re not DOING IT RIGHT.

Fuck the shoulds that tell you there is a fucking way to do it right!

Fuck the shoulds that tell you how a good girl should act.

Or what’s professional.

Fuck the shoulds that tell you how to be a good wife.


Or friend.

Fuck the shoulds that tell you to budget and save and scrimp and wait!

Fuck the shoulds that tell you to hold on and to use what you HAVE instead of just producing more, becoming more, CREATING more!

Fuck the shoulds that tell you you’re message is not enough.

Or that nobody cares.

Or that YOU are not enough.

And that nobody cares what you have to say.

Fuck the shoulds that tell you you’ve left it too long.

That you’re too old for that.

That you can’t do that!

You can’t say that!

You can’t act like that!

It’s not POSSIBLE.

It’s not RIGHT.

Fuck the shoulds that tell you how long a sales page should be.

What your website should act like.

That you should bite your tongue in polite company, or at all.

Fuck the should that tell you what you ‘need’ to do on social media.

And fuck the shoulds that in ANY way take you AWAY from a business and a life of alignment, flow and joy for the sake of MONEY, TIME, FAME, or ANYTHING, because what a fucking trap it is anyway if you believe that shit!!

But most of all –

Fuck the fucking shoulds that YOU ARE LISTENING TO.

Right now.

Every day.

Day in and day out.

As you CONTINUE to create this business, this life, this YOU, in a way that is, when all is said and done, full of fucking fucking awful fucking shoulds.

Can you imagine? For a second? What it would be like to just take a deep breath in and just blow out ALL the bullshit that’s right now telling you HOW TO FUCKING LIVE YOUR LIFE?

Fucking awesome is what it would be like!

And the good news?

No need to imagine.

It’s Time to Join the Fuck the Shoulds Uprising!

15 Days to Epic Fun, Fearlessness, and a HELL YEAH Business and Life You Never Wanna Quit!

Over 15 days of INSANITY and major ass-kicking (my kick, your ass!) we are going to get you the fuck over this BULLSHIT that you are allowing to dictate how your life plays out and we’re going to PROPEL you into major, major, awesome.

In the way you’re doing business, and getting your message out there.

In what you’re saying, and what you’re no longer bothering with a JOT.

In how you’re doing your relationships.

In how you’re getting through each day and whether or not you ACTUALLY FREAKING LOVE IT.

In every single part of how YOU are doing YOU, what you expect for your life and the reality of whether you are TRULY being fearless and trusting in your RIGHT to create that life on your terms!

And the best thing?

You’re going to see things shift so damn when you just take off the NONSENSE that has been binding you! You’re going to realise that the IDEA of fucking off the shoulds is so much more scary than the reality of it and you are ALREADY CAPABLE OF SO MUCH MORE THAN YOU REALISE!

So Here’s How It’s Going to Work and What We’re Going to Do in this Cool Little Venture!

Every day, for 15 days, I am going to come wake you up in your inbox with a video of TRUTH, ACTION, and CONFRONTATIONAL CHALLENGE.

It’ll be short, it’ll NOT be sweet, and it’ll give you precisely what you need to dig deep within and fuck the shoulds for that day and then take ALIGNED UNLEASHED EPIC action instead of shoulding your way all over the freaking place! In short: it’s going to get you into NOW just living life as though you were already there and you already gave a damn and you KNEW you could create whatever you wanted now if not sooner!

Think – being that kid again who just knows they are superwoman, and then acting accordingly because why the hell wouldn’t you?!

From Day One.

A little more specifics for you –

We’re going to:

* Identify Your Truly FEARLESS Business Plan

How would you show up if you truly didn’t give a fuck except about the things you give a fuck about?! What would it mean to be FEARLESS in how you do business, life and you, and to fully TRUST that you were going to make it, because hello – it’s you!

WHAT WOULD YOU BE DOING and what would you never. fucking. do. again.

* Show me the MONEY I Care About Smackdown

The truth is that no matter how much you might want more money you do NOT really want more money if it comes from doing stuff you don’t really wanna do, for people you don’t really like and in a way that doesn’t really SUIT you! You might think you just need the cash right now and that you’re gonna hustle your sweet little ass off and just get on top and then you’ll figure out how to make money doing what you love but if you think that you are a fucking LIAR. And stupid too, because money you make that’s not from a place of the right SERVICE?

Means fuck all baby. And you don’t hold on to it or EVER really have anything to show for it. So how’s about we just create a money plan you actually give a fuck about it, where you’re not fucking shoulding about what you should be doing, and then you WORK THAT KICKASS MONEY MOJO!!

* Love Me Hate Me Truth Explosion

Time to let the real world see who you are gorgeous. And what they’re going to see? Hell NO it’s not going to be neat, organised, primped and preened and ‘what you think they want’. But can I tell you something? WHAT THEY WANT IS YOU.

All of you.


And giving it to ’em? Is where your GREATEST wealth, service and joy of living will be found. So that’s what we’re going to do! I’ll show you how.

* Epic Awesome Fun Shit

Seriously, enough with this boring being an adult bullshit. We’re going to identify some epically AWESOME cool stuff that is extra special fun (not like that!! Okay not unless you want to ;)) and then we’re going to lock it in and make it happen.

I WILL BE CHECKING UP ON THIS … it’s time to get back to living like it’s ABOUT THE LIVING. Plus it is going to be crazy cool 🙂

* Fuck the Shoulds Destruction Day

In one brutal day of mayhem we are going to delete or DESTROY all of the BULLSHIT currently hanging over you. I’m talking the STUFF that surrounds you physically, emotionally, mentally heck even spiritually and tells you that you can’t, not yet, not like that, because YOU HAVE RESPONSIBILITIES and you have to deal with THIS fucking should before you can be free!

No. More.

Not on my watch sister. It is SO doable to just get rid of all that crap! Let someone else live a life of obligation GARBAGE, YOU are going to value what you actually VALUE, and live accordingly. Speaking of which …

* Deep Dark Honesty

We’re going to go deep into your most intense mad MOST wanna do stuff for your life, the stuff that you truly think is just NOT realistic because of who you are, how your life is, how it has to BE. The stuff you’ve given up on or laughed off, saying it doesn’t matter, it was just a silly childhood dream, I don’t actually care that much.


You do.

And so we’re going to identify at least ONE thing that you’ve so longed to do or be or have and then we’re going to just – commit. ‘Cause fuck the shoulds why the heck should you NOT? So, we will.

* Lying Little Whiny Bitch Meter

Look, it’s okay, I get it! We all have *stuff* we lie to ourselves about. Excuses we make that we totally believe! Nonsense we allow to MOULD OUR FUCKING LIFE instead of just waking up, manning up, STEPPING up and living like we actually GAVE a fuck.

Is it okay if I call you out on your whiny little bitch stuff? No? That’s okay, I wasn’t really asking. We’re just gonna go ahead and do that anyway 🙂

* Random Mischeviousness and Tomfoolery

Because fun. Because life. Because why not?! Because actually when you just let loose and say to hell with it you’ll find that you can go ALL the way big and actually often times make a helluva lot more money, difference or just mad awesome good times roll!

So we’re going to play around, over the course of several days, with what you can do in your business, your personal life and your YOUness to just have some crazy mischief and random tomfoolery because you can and because you wanna and because it would feel good to just be FREE like that!

Ready to say HELL FUCKING YEAH already?! Ready to Fuck ALL the Shoulds and Create an Epic, Awesome, Mad As Fun Business and Life that You NEVER Wanna Quit?! Ready to save 30%? 

Was $97 Now Only $67

Hell Yes Kat I Wanna Fuck the Shoulds

Let’s Get Real Sister … You Keep Saying You Want More But It Isn’t Really HAPPENING!

It’s really very simple:

Success is not about learning something.

It’s not about freaking information.

It’s not about following a process or a plan and then it’ll all just work out because you DID WHAT THEY TOLD YOU.

It doesn’t work that way!

You want success then you need to wake the fuck up and be TRANSFORMED.

You need to BECOME someone who LIVES a certain way, breathes a certain way, IS a certain way and that is who you ARE, that’s how you do LIFE, BUSINESS, YOU!

You know?

So what it takes? Is not a freaking paint-by-numbers nonsense kindy plan of making money, or fame, or fun, or what the fuck ever!


It takes throwing yourself off a freaking ledge!

It takes digging DEEP within – day – after day – after day.

And doing. the. WORK.

The work of being honest.

The work of saying what you actually THINK.

And feel.

And want.

The work of FUCKING THE SHOULDS and just being you.

And this? This ain’t no book learning work this is you better get your chin up and your shoulders squared and your ass ready to be kicked EVERY damm fine day and then you fucking well jump NOW and you do NOT look back sort of work.

Or in other words, this is exactly the kind of work we’re going to do in the Fuck the Shoulds Uprising!

So you can go away and think about it, if you’re that kind of gal and that’s how you roll, because hey! Girl’s got responsibilities, a lot of shit going on right now, things to get DONE. I got too many shoulds right now Kat so I’m not sure!

That’s cool.

But to be honest … probably rather you don’t come back.

Just be who you wanna be now or why even pretend you’re ever going to? Based purely on the law of averages you’ll never change and then you’ll die. And that shit’s just like gravity you know, you can’t fight it.

But if you want to change.

If you’re fucking READY to change.

If you know you’re GOING TO CHANGE and you’re GOING TO BE FEARLESS and it’s GOING TO BE FUCKING NOW because enough is ENOUGH already and you want it to be fun, you want it to flow, you want to feel FREE, you want to just FLY, well then seriously?

Say hell yes now to the Fuck the Shoulds Uprising and to creating an EPIC business and life that is mad awesome fun and you NEVER wanna quite!

Was $97 Now Only $67

Hell Yes Kat I Wanna Fuck the Shoulds

Look I get that you could do it all by yourself.

That you already KNOW what you ‘should’ be doing, you just have to do it!

But that’s kind of the point now, isn’t it lovely?

So fuck the shoulds.

Fuck waiting.

Fuck being polite, patient or a ‘good girl’.

And say hell fucking yes to a business and a life of INSANELY amazing coolness now.

After all –

Life is Now. Press Play!


Fuck the shoulds baby, save 30% and join now for just $67!

Hell Yes Kat I Wanna Fuck the ShouldsClick here for the payment plan

Who is Katrina Ruth?

I’m a multi-passionate, crazy ass entrepreneur slash artist who believes in a life completely on my terms.

What do I mean by this??? I mean that whatever is on your heart, whatever you desire or dream of in ALL areas of life CAN become your reality if you’re willing to go and CLAIM IT.

A few things about me and why you and I might get along …

I run a million dollar and growing business which is all online and allows me to do what I want with who I want and how I want on a daily basis. Hint … this is the business, this website right here! The whole business is just ME BEING ME, which is exactly what I kick my clients butts on doing!

Prior to this my business was being a Personal Trainer in my hometown of Melbourne, Australia. I did that from the year 2000 until 2012, when my online business reached a point of more than fully replacing my offline income.

I started blogging in 2007 because I thought I should have a newsletter for my clients and sending stuff over email was crashing people’s servers due to all the images I used. In 2008 I sold my first ebook, thinking my path to millions might be ebook sales (it wasn’t), in 2010 I started working solely with women through my online fitness and fat loss business Woman Incredible, and by the end of 2012 I was making over 30k per month selling products that didn’t go over $99 each. In 2013 I moved out of being a fitness chick and started feeling my way around how to do what I REALLY wanted, which was – is! – to inspire women to live their DREAMS and have it all, on their terms.

I didn’t really know what the heck I was doing and got suckered in to being a ‘business coach’ and not really letting the REAL me shine which (long story very short!) resulted in me ending up over 100k in debt by the end of 2013 and nearly going bankrupt.

In 2014 I came rising up from the ashes like a bat outta hell basically deciding that following the ‘rules’ of business hadn’t worked for me PLUS it sucked so from here on out I was going to do and say exactly what I pleased and everyone who didn’t like it could get fucked. After all, doing things by the book was never really me anyway! Within 5 weeks of this decision I made an extra 40k, within 6 months I was making over 80k per month online, within 8 months over 100k per month online, and things just keep getting better. I definitely still struggle at times with fully letting me be ME (honestly the real me is seriously fucking insane) but I’m getting better at it day by day and the best part is? It’s never been easier or more fun to make money this way!

When I talk about having it all I am NOT just talking about money. I work my ass off in the gym / yoga studio / etc to be in as shit-hot shape as possible. I believe in abs! I REALLY WANT IT ALL!

I am INCREDIBLY selfish with how I spend my time and energy. I am ruthless about valuing what I value in business and life and have LEARNED to just say no to stuff that doesn’t move me forward on my dreams and missions as an entrepreneur, an artist, a writer, a woman, a mother and ME. I have no problem with being socially rude, with ignoring messages, phone calls etc, with walking away from something if it’s not RIGHT FOR ME. I suggest you learn to be a selfish bitch as well or you’ll never reach your dreams.

I believe in PRODUCING money not saving it. I fucking hate budgets and haven’t followed one since I was a schoolgirl. I’ve actually GIVEN UP ON SAVING and instead I focus on investing and creating more wealth. I’m excited about investing into what other entrepreneurs and big dreamers are doing as part of this!

Because I believe in just MAKING MORE MONEY when I want or need more, I do whatever I want in life. Currently I travel the world first-class with my family (husband and 2 kids, Alyssa and Nathan) and we have lived location free for nearly 2 years. We’ve been in so many countries we’ve lost count and done everything from stayed in the worlds BEST hotels and resorts to taken an RV from LA to NYC through the middle of winter and over the course of a month. That was AWESOME fun by the way!

I am really really REALLY bad at detail. Or being organised. Or remembering to finish stuff. Or ticking stuff off my list. I’ve pretty much created this entire business and life based around me being able to do whatever the heck I please each day as a writer and a creator.

I am a writer and creator first and foremost. Being an entrepreneur is a byproduct of my art. All I really ever wanted to do was write! (And speak and sell … :))

I want 2 more kids. Twins preferably, as I hated being pregnant both times (MAN I gained so much weight!) and in my second pregnancy I was hospitalised off and on from the 20-week mark due to increasingly serious massive haemmoraghing. They don’t really know why it happened and it could happen again. It was very scary and very tough as for some of the time we thought I had a condition which has a high risk of death (of the mother) during childbirth, as well as a compulsory hysterectomy and possible bladder removal! Fortunately none of that was true but still … pregnancy can be tough! Despite this I definitely do want more kids and yep I’m serious about the twins 🙂

I have a column on The Huffington Post … I want to write regularly for Entrepreneur, Forbes, Success Magazine as well and fully intend to do so!

I have published over 30 books on Amazon and I will have over 100 on there before the end of the year. 29 of the 30 have been best-sellers 🙂 Visit www.booksforkickasswomen.com to check my work out!

I have created over 90 different online products and programs. I’m a mad creator, I can’t stop! Visit my Programs page to see how I can help you.

Hmmm … what else? I love coffee so much I’d probably give up food first. I drink red wine – the BEST stuff – every night. I eat chocolate every day … the darker and richer the better. When I go to the beach I love to just lay down in the sand and get all messy, hate lying on a towel. I like being connected to the earth! I love Bikram yoga, love kicking my own ass in the gym. I only eat 2 meals a day, usually around 3pm and 7pm; mostly heaps of greens and protein with some good fats like almond butter or goat cheese or oils. I most definitely have my chocolate nutty snack paleo-y type stuff in between or else late at night  … I should say I am pretty structured with what I do in the morning, as an intermittent faster I have BCAAs (amino acids) and greens powders every hour or two from waking otherwise I would risk GAINING fat from skipping meals … just want to throw that in there in case you’re curious about the whole thing! Plus I have loads of coffee while fasting of course! I also do my workout in my fasting time … I love eating and living this way as I am a BIG overeater and don’t want to diet but I don’t  mind at all just not STARTING my eating till later in the day then essentially eating as I please! Which is definitely healthy, but a LOT.

I journal every morning … I write after that every day my ‘Daily Asskickery’ message (which you’ll get via email and BOY will it kick your butt!) … I am pretty fucking disciplined with my days and that’s how I’ve achieved so much and continue to reach any goal or dream I set my mind to … oh and I LOVE meeting other truly kickass women who believe in a life of having it all, who don’t mind some SERIOUSLY in your face straight up conversation, who are ready to do the fucking work and not going to bitch and moan if it doesn’t at first work because they WILL. KEEP. GOING!

If that’s you then I’d love to have you as an OFFICIAL part of this incredible community of women leaders and revolutionaries!

Claim your place in my FUCK THE SHOULDS UPRISING today!

Join now and pay only $67!

Hell Yes Kat I Wanna Fuck the Shoulds