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Business Mindset


I know. I know. I motherfucking KNOW, okay?

It’s annoying, it’s confusing, it’s difficult to even BEGIN to believe, and frankly you could just about SCREAM at the fact that you’re somehow still trying to figure this shit out, but nonetheless – no point pretending otherwise! – you DO IN FACT KNOW THIS.

The strategy?
The market-y join-y-of-dots-thing-y?
The ‘what should I do and how should I do it BEHIND the scenes, in the mysterious BACK END of my business, in order to build ze CASH machine, you know, ze Marvellous and Mysterious Cash Machine, in which All the People Pay Me All the Monies, Forevermore, Because I Did it RIGHT, Like a Good Little Stepfrodpreneur!


Do you see the inherent PROBLEM here?!

(Aside from how damn boring the whole thing is…)

(And aside from the fact that nobody really KNOWS what the back end is, yes, yes, of course we can explain it, please don’t ask me to, I might just fall ASLEEP right here on my poached eggs and avocado toast; it wouldn’t be good for the laptop … the truth is NOBODY really knows what it even is, just like nobody really fucking knows what the CLOUD is, do they?)

So there.

And don’t TELL me what a back end is, or I’ll back right up on your end. If you’re lucky. Haha.

ANYWAY. Where was I?

The back end! Where the money gets made! Where people pay you on repeat because you set some shit up and made it all automated and FANCY and stuff! It’s an exciting thing, a wondrous thing, a fabulous idea, and just JOLLY good.

Should I tell you what it is? What it ACTUALLY is, and why I say nobody knows what it really is, ’cause they all forget about THIS, and get distracted by the idea of a magic fucking money-makin’ formula, what it ACTUALLY is, quite simply?

Shit that you put in place which creates an experience for people that moves them (emotionally!) and inspires them (spiritually!) and excites them (sexually! No? Okay, just me), and causes them to then take ACTION. Physically!


Is it or IS IT NOT TRUE that what would move and inspire and excite and DELIGHT your peeps and cause them to then take ACTION, is gonna be the SHIT THAT COMES OUT OF YOUR HEART?

Namely, your art. Art from the heart and SOUL baby, where else would it come from?!

People don’t buy your products, they buy you. NO, people don’t buy you, they buy your ENERGY.

Therefore –

If you wanna make more sales –

Automated or spur of the moment on the Facebook or wherever else –

WHAT do you need to be hitting ’em with?


‘kay, I don’t know what the last line meant. But you get the idea!

HERE is where it gets relevant to the whole ‘but what about my STRAT-EGY conversation’.

You think:

That there has to be a way.
A magical way.
A GROWN-UP way (ha! I know that part of why you’re trying to figure this out is you think that the ‘real grown-ups’ are doing shit that you don’t know about or understand, and that that’s the missing link!)

In which you engineer a pathway for people to know exactly what to do –

To join your list
Buy the first shit you then sell to them
Upsell to the next shit
Duplicate and recur and repeat!

And you think –

That what you need –

Is a SYSTEM to do this.

And that once you have this system (in ze back-end, of course, where everybody knows the magic millions come from!) –

You will then be able to la-di-dah your way around the internet, doing what you please all day and every day while you get paid. And that THEN you can be the real you, and do your art, and come from flow an’ all that.






Don’t worry, I used to think so too. Sigh. Sometimes I STILL find myself suckered into that whole ‘where’s the magic bullet’ thang.


And I look back, at my now 12 years marketing online.

At all the times I spent so much effort, energy, money, tryna build out systems and strategy and back-end, so I could make automated money, etc, and then do what I want, etc.

And at how ONE HUNDRED PERCENT, yes 100%, FULLY, of that time was WASTED.

Because what GOT me here? What got ALL of my high-earning clients and friends to where THEY are?


It was the shit that came out of nowhere, it was the random, it was when we threw our hands up and said ‘I don’t GIVE a fuck, I’m just doing THIS!’.

And then flung something haphazardly at the internet, something which came from TRUE SOUL DESIRE, not from ‘please let this make me money’, and people FELT it and they were INFUSED with it, and it went INTO them, and their soul.said.yes.

And as to how that then somehow turned into not only ‘hustle’ income (from the day to day grind) but also automated and recurring BACK-END income?


I took the art.

And I made it the motherfucking strategy.

I took the ART.

And I whack-slammed it together in a couple, or a bunch, of very random and chaotic automated emails.


Just the same shit that made shit happen on Facebook – but whacked into an automated email, and with a call to action with the dates removed added to it.

This started, the ‘funnel stuff’, back in 2014 when I first popped 5 Facebook posts / messages into an automated email sequence with a simple (FB style, the way I do), call to action at the end, and dates removed. I TOLD people they had 5 days to buy, but I had no way to enforce that as I didn’t have the tech to actually deactivate the sales pages per individual reader.

So instead, it was just me ‘hacking’ it, and doing the best I can.

That was my first ‘backend system’. It was selling a membership program, with monthly fees.

It made me hundreds of thousands of dollars over the next year or so.

From there I continued to MAKE SHIT UP AND THROW IT AT THE INTERNET … i.e. launching programs from SOUL … and the ones which were most DEFINITELY true soul flow, I then simply grabbed the SAME posts I’d used on FB (random as fuck) and popped them, without dates, into said backend / funnel.

Message, value, sell! That’s all it is. But it’s ALL just art, the second you look away from art into how do I DO this so it works, you LOSE; you’re out, and to add insult to injury you’re now disconnected from creativity and soul!


How did I then GROW said system?

I wrote random shit. Chucked it on the internet. And prompted people to join my email list if they liked it. I did this on straight up posts. And with a VERY small amount of advertising.


Oh, you think you need to know more about ADVERTISING or about MARKETING? You think you need someone to tell you how to do it just so, so that the MAGIC MILLIONS ARE ACTIVATED!

Would you LISTEN to yourself?!

No! No bitch, no!


a) somebody says yes to following your shit (usually this means join email list)
b) they then buy shit, ideally on repeat


HOW do you get people to say yes to following you, or ‘opting in’, and then to buying? No, it’s not from knowing marketing shit! It’s from knowing people shit. From speaking to people’s SOULS, and believe me, you can have THE most messy and DIY and break all the rules setup on the internet, and if it’s coming from YOU being in YOUR flow, and coming from your soul, people FEEL that, and they will MOVE HEAVEN AND EARTH TO BE CLOSER TO YOU.

People don’t buy your PRODUCTS, and they also don’t buy your MARKETING, they buy YOU, your soul, your ENERGY.

Ergo: your best marketing is your soul, your art, your energy!


WHAT if –

You were to FULLY prioritise art?

WHAT if –

Your number one focus each day were to allow yourSELF to be in flow, connected to source and soul, and just KNOWING what to put out there which OTHER PEOPLE WITH SOULS WOULD CONNECT TO?

And WHAT if –

You then just grabbed some of that shit –

The messy, the random, the chaotic, the ‘where the fuck did THAT come from’ shit, which people OMG responded to –

And popped it ever so nicely into your back end.

I bet it wouldn’t even hurt a little 

I bet it would be HELLA easy.

I bet 99.99% of people reading this will NEVER do it.

And will instead CONTINUE to forego saying yes to soul and art, because after all – there MUST BE SOMETHING IMPORTANT AND COMPLEX I NEED TO LEARN ABOUT FIRST, AND THEN THE PEOPLE WILL PAY ME.

How ’bout not being one of them?

If you dare, I guess I’ll see you over here –

Where it’s ease and flow –

And you shake your head at the ridiculousness of how you used to think.

Back when you actually believed people would PAY you for being anything less than ALL of you.

Back when you thought that in order to be allowed to be you, you had to first ‘free yourself up’ with an automated money-makin’ and growth system.

When the whole damn time the system was BE FUCKING YOU.

Can’t very well BE FUCKING YOU if you’re not giving your ALL day err’ day TO you.

It’s a conundrum, I know.


You do gotta decide.

So, which is it?

Keep on saying yes to trying to find the magic fucking system, and making it work all fancy like, just like ALL THE OTHER DESPERATE AND NEVER-EVER-THERE-PRENEURS WHOSE SOULS ARE SLOWLY DYING?

Or say yes to your soul?

Just remember –

Life is Now. Press Play.



It’s time to say yes, but ALL the way, to SOUL baby, and receiving from ENERGY.

Here is what is calling you:

EMPRESS: Claim Your Rightful Place, NOW.

4 Weeks 1:1 With Katrina Ruth, For Women Unapologetically Born for More.

*** Begins June 25; 20 Places Only; Selling Fast! ***

This is what is missing:

You –

You’re a Queen, a leader, a badass, we KNOW this, you were born for it and it shines out of every pore of you, but more than that, you’re a motherfucking EMPRESS, gorgeous, you’ve ALWAYS known this, and let’s get real now:

(it might sting a little)

This whole LITTLE game you’re playing, of “I’m a COACH, and I teach this, or that, or the other thing, join my program, sign up for my stuff, I’ll teach you HOW, and show you the process and how I can HELP you?”

Well –

It was never going to cut it, WAS it now?



You look around –

At all the things –

You tell yourself you have to do each day –

The way you think you gotta show up, sell, prove your worth, get people to want to LEARN from you, and therefore pay you, and what you don’t SEE is that the reason you were always meant to be PAID –

Damn highly, I might add!

– is for people to be in your presence.

To soak up the ENERGY and the ESSENCE of you.

To be lifted up and elevated to where THEY need to be, and into the action which automatically just goes with it, because of the way that YOU show up and shine.

This has nothing to do with what you teach.

It’s NOT a fucking strategy.

And you can break down the components of it all you like, but REALLY it’s a vibration thang.

You’ve either got it.

Or you don’t.

And you, well you have always HAD it, haven’t you? You’ve always been that person who shines so.fucking.bright, who sees the world in a particular way in which others do NOT, who has lived their LIFE in a certain way in which others do not, who has quite literally TRAINED for this shit.

Since you were a young girl –

Since as far back as you can remember –

No need to pretend otherwise – !

You KNEW you were born for more.

You looked around …

As though in a daze …

Not quite understanding what everybody else was ON about, or why they cared so much …

And just kinda sorta ALWAYS fucking realising –


This is not where I am going to be ANYWAY.

These are not my people …

This is not my path …

This is not the world I will OPERATE in!

It’s as though your soul knew, since before time even began, that you came from different stock.

You were born into the wrong world, you had to spend time there for perhaps learning, or growth, or just the gathering of PATIENCE, but it was always clear that one day?

just as with an orphan –
who dreams she is really born of royalty –

Your real life would come for you.

What you didn’t realise, what you were perhaps never told (and why would you be, because who would TELL you back then, or even KNOW?), what you must now take OWNERSHIP of, is that the life you’ve been waiting for this whole time, and the you who you’ve always known you must step into, it was NEVER GOING TO COME FOR YOU AT ALL.

It was always that YOU had to step up for IT.

And now here we are – 
You show up online – 
Every day ‘doing the do’
Valiantly seeking to demonstrate why YOU are better coach, or even, the best – !

When actually you are NOT A FUCKING COACH AT ALL, and quite frankly the whole thing faintly SICKENS you, because when all is said and done and IF you dare to admit it –

You’re just so much more than that.
That’s all.
It’s always been the way.
That’s all.
You just didn’t know you had to own it.
Is all.

And now, well NOW –

You wonder why you struggle to break that next income level
You wonder why so many of the things you set out to do exhaust you, and you either don’t DO them (and continually beat up on yourself for it), or you do them and you RESENT EVERY FUCKING SECOND OF IT
You wonder what is WRONG with you
Why you can’t just get your shit DONE
Why you don’t seem to think or FEEL like the other coaches
And why it doesn’t feel like FLOW yet when wasn’t the whole damn POINT supposed to that you just get to wake up each day – 
Follow your heart – 
Create your art – 
Do what you can’t NOT?!

And you know –

Yes actually.

So why does it feel so NOT that yet, why is it that even when you’re CLAIMING flow and ease the truth is there’s this constant fucking NIGGLE there, this missing piece, this emptiness, this frustration, this WON’T YOU ALL JUST FUCK OFF AND LEAVE ME ALONE energy?!

Isn’t it obvious?
Don’t you see?

You’re not a coach.
You’re not an ‘online business owner’.
You’re not even ACTUALLY an entrepreneur, not if there’s a full stop after it, anyhow.

You can do all these things.
Be all these things.
And indeed always WILL, howEVER –

What you are, who you are, how it’s always BEEN, and why the whole damn thing is NOT in fact flowing as you know it should and COULD, is because you?

Are an EMPRESS baby.

Born for more.
Born for exceptional.
And not of this world.

And you tell yourself –

How outrageous it is, to think so HIGHLY of you, to expect so much, to feel that REALLY if the world were at rights with itself YOU WOULD BE IN CHARGE, to know that you know that you know that people REALLY need to shut the fuck up and LISTEN to you, and that actually you should ALWAYS and ONLY get to do what you want –

Have what you want –

With the click of your fingers, and the blink of your eyes, and TOTALLY as you imagined it, and that while we’re on it people SHOULD pay just to be in your presence –

You tell yourself it’s TOO MUCH AND CRAZY –

But in actual fact
you know
and you’ve always known
she says –
with a shrug of her shoulders, and a ‘what do you want me to do about it’ look –
this is just how it IS …

Which I suppose begs the question –

When in actual fact do you imagine you might like to start owning the fact that THIS IS JUST HOW IT IS?


How about right fucking now?


Claim Your Rightful Place, NOW.

4 Weeks 1:1 with Katrina Ruth, for Women UNAPOLOGETICALLY Born for More


It’s time to stop playing so coy –
Pretending you want for so little –
And telling yourself a STORY –
That you’re here to build a business online, make some money, be one of the fucking PACK, when the only truth is ALWAYS –

You were born to run the world.

EMPRESS initiation has begun –
Your rightful place is waiting –
This is 1:1 with me the likes of which has NEVER been done before, or even, heard of
It will take your breath away
It will shake you to your core
It will cause you to question EVERYTHING you’re doing right now
And it will show you
When you’re supposedly DOING everything you’re meant to be doing

How can you feel
what you’re mean to feel
and what it was always supposed to BE about
when you haven’t even actually begun
on the life you really came here to build

There is a reason you feel like so much is missing, and here is what it is –

The thing you’ve been missing?
Is being the real fucking you.

EMPRESS gorgeous.
Me and you.
CLAIMING your rightful place, and everything which goes with it.


Message me to learn how to get in, and for all that this is about.

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