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Katrina Ruth
Live Your Passion

Niche vs Calling

If you had nothing right now, and nobody at all knew who you are but also you had no plan or desire to particularly market to one type of people group, and all of the information you had gained thus far to do with your topic or industry were deleted from your mind, would you still have something to say?

I believe that when it comes to those following the online entrepreneurial path – and I particularly am thinking of those who in some way identify as coaches, consultants, mentors, experts, authors and speakers – so most of us! – there are two types of people out there.

1. Those who have a deep calling and burning message they want to get out

2. Those who just want to make money online and have chosen a field or path of expertise and positioning in order to do so.

For this latter group pretty much everything I write on a day to day basis would make little to no sense at all and is very unlikely to resonate if they did ever take the time to read it in the first place. They’re more likely to be reading stuff about the ‘how-to’ of online marketing.

So I’ll take a punt and guess that you consider yourself as belonging to the first group. Which brings me to this –

If I were to follow along in what you do for a week –

In what you show up and say online –

In the way you answer somebody when asked what you do –

In what your website has to say about you, and about your offers –

In how you communicate –

In what you sell –

In how you PRESENT –

Would I see you as a leader, a revolutionary with a cause, somebody with Something To Say who is clearly SAYING it?

Or would I see someone teaching, passing on information, telling people a way to DO things, and positioning themself as an expert amongst experts, a coach amongst coaches, just another consultant with the ability to Teach You Some Stuff?

So much of what we spend our time and energy on, not just in business, but sure, let’s focus on that, has to do with what we think is necessary in order to maintain either what we HAVE or what we think we NEED to have.

But imagine this –

What if you had nobody to impress –

What if you’d never heard of niching

What if you knew nothing about online marketing and the various Ways in Which Things Should Be Done –

What if you simply didn’t KNOW all the STUFF –

And what if you decided to still show up every day, and share something. Based on your experiences of life. Based on what you believe. Based on what rings true within your soul.

Not because you need to make ‘x’ amount of dollars this month to hit your targets, or impress your mastermind buddies, or even to pay the rent.

Not because you told yourself you’d get 5 new clients –

Or launch that program, because surely it will be the Key to All Your Success –

Not because you in any way thought you HAD to, but rather because you GOT to.

How would your business be different right now if it were based on what you GET to do rather than what you HAVE to do?

You can view this as a pointless exercise if you choose, because of course you have rent to pay, a life to upkeep, the next level to achieve!

Or you can view it as a challenging, thought-provoking and ultimately (I think!) INSPIRING way to consider what is possible for you.

Because here’s the ‘catch’ (in a good way) that most people never realise nor in any way come close to:

When you show up – consistently and over time – as the you who you were BORN to be, and you step fully into sharing your true message with the world from a place of alignment, purpose, passion and flow, THIS is when you can finally create true wealth, and the ability to both make and IMPACT millions.

You will never create true wealth from a place of the wrong service.

Or a true impact.

In the short-term, the pathway to wealth often seems to be one that requires you to Do Stuff. You find yourself doing what you HAVE to do, for right now, or for a while. You tell yourself one day I’ll get there, and then I can release my True Work!


You won’t.

Not with that attitude!

Let me tell you something:

The short-term fix is NOT the path to long-term riches, or joy.

If you want to create your ULTIMATE vision you’re going to have to take a different route. Shockingly – or not! – the pathway that will get you to a place of realising that TRUE vision for your life – stepping into your God-given calling, you might say! – is by ACTUALLY FOCUSING ON THAT VISION.

You know – from day one.

I know, right? What the?!

So weird, how things work. 🙂

So even though you might think that right now there are things you Have to Do in order to stay afloat and get ahead, let me ask you to consider it another way:

Are the things you’re currently working your ass off to Have and Achieve what you want to give your life for?

Do you want to look back and say, it’s okay, I never fully stepped into sharing my true message; I never LIVED my calling, but it’s okay because hey! I paid my rent. And hey! The kids went to good schools. And hey! I shared BIG WINS in my mastermind group and I Kept Up and I Did Shit to Impress People!

Your choice gorgeous.

But seems like an ODD one, don’t you think?

Yet that’s what we do. Day in and day out we do what we HAVE to do because we have responsibilities, bills to pay, contracts with others and ourselves to uphold, a life to maintain and a more impressive one to create.

And we lie to ourselves and say it’s just for right now.

Do you want to predict your future, nearly to a ‘T’?

Just look at your right nows. In fact look at your RIGHT now and then look back at all the right nows that came before it, which brought you to here.

You are the product of your nows.

And you’ll continue to be so, you can’t do anything to change that!

Of course you CAN change your right nows.

But what about rent, about image, about staying afloat and getting ahead?

What about it?

What if – you just chose to trust?

What if – you decided to actually go all in?

What if – you thought about the WORST that could actually happen if you stepped fully into being who you were born to be in your business, and realised that actually the worst wouldn’t be so terrible at all and perhaps it would even give you the motivation and ENERGY and even the excitement to make a real change for once?!

What if you stopped worrying about your marketing, or your lead gen, or your branding, or making shit work and spending all of your money and time and your freaking LIFE on that stuff and you just –

Let go.

Of all of it.

Of every idea of what you’re SUPPOSED to do and of every idea of what people EXPECT you to do and of every idea of how you should pretty up and present yourself to the world so that the good people love ya?

A quick heads up, on that: People will love you when you’re actually you.

Not at first.

Not all of them.

But the ones who you are meant to impact, and perhaps lead? They will.

And that is NEVER going to happen because you had a branding or marketing makeover.

But it will happen if you have a YOU makeover, from a soul and who you are; who you choose to be point of view.

You think that you ‘have to have a niche!’, that you have to sell stuff online, that you have to do what works.

That’s all true.

But you’ve got it COMPLETELY FUCKING BACKWARDS if you think that the way to do that is to have a niche, decide what to sell, market that stuff and do what works.

When you focus on who YOU are meant to be, when you actively cultivate a mindset of success based on TRUTH, when you invest in yourself and when you share what you were BORN to share, you don’t have to ‘get a niche’, you don’t have to ‘figure out how to sell’, and you sure as shit don’t have to follow the rules on what works.

Your niche finds you.

You just FIND what to sell.

You SEE how to market it.

And what YOU DO WORKS.

But the foundation MUST be based on truth. It MUST be based on who you actually ARE, and who you were born to be. It must be based on you, in the first place – which is now – showing up, and sharing what you actually want to share and are called to share.

No agenda.

No ‘trying to do what works’.

And if you don’t get that, or if it’s too scary?

That’s fine.

Don’t do it that way.

Continue giving your life for what you’re giving it for now.

I’m sure you’ll look back and be so glad you pushed aside your true calling in order to get their attention and have a hot and trendy brand, in order to Keep Up and Get Ahead.

I’m sure it will be worth never knowing what was truly possible for you, had you just given it your all and chosen to have full faith.

Of course I’m not sure at all … but you are, right? And that’s what counts.

Don’t forget –

Life is Now. Press Play.

Kat x


Fuck the system; screw the rules.
Won’t do what they told me.
Too much.

Should I go on? I could, but I think you get the picture.

You’re the one who is not only not like the other PEOPLE, you’re also not like the other entrepreneurs.

They, they actually think they’re different; non-conformists?! Don’t make me laugh. You and I both see it as it is:

They just wanna be told how to build a pretty little website and a pretty little social media page or three and a pretty little online product or course and get their pretty little headshots and do a pretty little pre-scripted dance all over the internet so that other equally pretty fucking bland and boring and same same-y peoples pay them money,

And they can all sit in a pretty little womans circle together patting each other linking elbows and stroking each others hair and singing Kumbaya as the sun sets over another day of sinking ever deeper into the unremarkableness that is their lives.

They are the ones who are not only willing to jump through hoops, they also want to build more hoops for other people; they want to perpetuate the hoop jumping life and their whole sales pitch is basically some version of “I will help you to have a better and shinier hoop, come see!”



Meanwhile, you –

You’ve tried the hoop-jumping life, maybe more than what you care to admit. And, whilst you’ve nothing against sitting around with other ladeez and stroking each others hair, you and your girls; the real ones?

You don’t exactly fit in in the typical woman’s circle.

You don’t feel at home with the pretty-preneurs, not even on the internet let alone in real life.

You don’t actually GIVE a fuck about having all your shit perfect,


And just so –

And the idea of having sales and marketing and content processes which you have to systematically pre-plan and then work through and endlessly join dots with?

Makes you want to hurl.

Sure –

You’ve bought in at times to do the idea that maybe you DO gotta do it as they say.

An automated webinar, perhaps?? Facebook ads which carefully and smartly tell the world who you are and how you can help? A sales plan proven and tested by the greats. The gradual sinking slow decline of your soul, your joy, your dreams, and even your pussy as everything within you that once knew she could HAVE IT ALL AND DO LIFE HER WAY SLOWLY DRIES,



Sure –

Why not

And look.

It’s not that any of these things are bad or wrong. Maybe right now you’ve got to a certain point by playing by the rules … kind of. Following what ‘logic’ suggests you do. Breaking free here and there with wild little jaunts into over the top madness, noticing how THAT lights you up and also how people respond to it … but ultimately continuing to go back to trying to find the right fucking system to get you to where you want to go,

Because this thing of trying to just be you interspersed with trying to get it all right and make it work, well –

It’s God damn tiring –

But also, in the end, if we’re going to be black and white about it, it hasn’t got you to where you want to be!!

You KNOW you should be making SO much more money.


With consistency, and yeah, while of course of COURSE you’re down for doing the work, you also feel like it SHOULD be a lot easier, more flow

And you know that you know that you know that you’ve still not let out the most unrestrained and fully expressed side of you!

– The you they can’t look away from
– The you they are MAGNETIZED by
– The you who automatically commands a huge freakin’ following, and sales to match it

You know who I’m talking about –


Starting January 18th!


The revolutionary fucking leader who tears SHREDS off of normal every damn day before the rest of the world has barely sipped its coffee!

Who is FULLY unleashed in what she says, how she shows up, how she does business, how she does life.

Who does not give a fuck about following rules! Or sales systems! Or strategies! Who can and will do what works for HER, and if it happens to resemble other ways people build an audience and make a fuckload of money online, cool, and if not, so what! That is not the point! The point is –

She knows what works for her.
She backs herself unapologetically.
She DOES it.

And she gets the damn results. The BIG results. The CONSISTENT results. The FUCK yes results, not just with money but with the VIBERY of it all.

Imagine …

Waking up every day and KNOWING you have crushed the day before it already begun because THAT IS WHO YOU ARE AND HOW YOU ROLL!

* Your shit sells (at any and all price point)
* Your creativity and inner ideas machine flows endlessly (you always know what to put out into the world and that when you speak people PAUSE EVERYTHING AND LISTEN, whether it is with free content and shenaniganery or with your paid stuff)
* You don’t even have to think about low end or high end or how to take people through a value ladder or some such bullshit, the value ladder is YOU CONTINUING TO BE YOU, and the more that you DO you the more people just take themselves through whatever it is you’re offering!
* It is easy, natural, fun, and OBVIOUS how to build your automated income, funnels, the ‘cash machine’ side of your business.
* In fact the whole damn thing feels fun and easy and like you’re just being you (the full on you, the too much you, the rebel you, the fuck all of ’em THIS IS WHAT I STAND FOR AND NOW I’M GONNA TELL YOU you!),
* and at the same time you have the DEEPLY grounded and certain knowledge that the way you’re doing it, hot mess and chaos vibes and all, is WORKING. PS – the reason you feel certain of this is because your bank balance and soulmate audience and their feedback reflects it, not bc your spirit guides told you it’s coming

All of this is ALREADY available to you.

It is who you are and what you were born for.

You did not come here for normal!

You are one of the truly crazy ones, who has something inside of her that will leave the world BREATHLESS –
and allow her to make millions and impact millions –


For this to work,

REALLY work, like next next NEXT level $ and life flow work,
you’re going to need to FULLY turn your back on the idea that your breakthrough is waiting on the other side of you adjusting, filtering, compromising, playing the game the way the other entrepreneurs are playing it, or worrying about what the fuck your social media looks like!

What you’re going to need to do is simple:



All in on madness.
All in on crazy.
All in on chaos.
All in on the TRUE epic awesome ridiculousness and too much-ness of YOU.


Starting January 18th!

For those who were born to run the damn thing,

To turn the world on its head and dance on top of it,

And who are ready to do just that.