S2 Ep24 Why Your Marketing Needs You To Stop Outsourcing Your Genius

This week, I'm exploring a theme that feels deeply personal and one I know many of you are sitting with right now. I stumbled across the Gene Key that sits at the heart of my life's purpose (Gate 48), and honestly? It stopped me in my tracks. The shadow of this gate is inadequacy, that persistent feeling of not being enough, not knowing enough, and constantly seeking someone outside of ourselves to hand us the answers.

I'm talking about the ways we outsource our genius: through endless investments, qualifications, AI, psychics, business coaches, cookie-cutter strategies all in a bid to escape the discomfort of not knowing. But what if that discomfort is actually the gateway? What if the void, the uncertainty, the not-knowing is exactly where your truest wisdom is waiting?

I also touch on how this shows up in marketing, specifically why the most alive, magnetic content comes from your own inner flow state, not from borrowed language and strategies handed to you by someone else. The guru era is dying, the influencer culture is collapsing, and we're being called into a new paradigm where wisdom lives within, not on someone else's pedestal.

If you've been feeling that itch that something isn't quite fitting anymore, this one's for you.

The Substack I referenced here

And a link to a free call here: 

I'd love to hear what you thought of this episode!

Head over to Instagram and let me know:

www.instagram.com/em___orlando

If you are interested in working together, you can head to my website here: 

www.consciouscreatorco.com

Transcript

(0:00) Hi and welcome to The Mirror, the podcast where conscious business owners learn how to practise (0:06) marketing that is conscious, enjoyable and a true mirror of the brilliance of their service. (0:13) This isn't another generic marketing podcast, this is where you learn the deep psychological (0:18) principles that create effective marketing, where you can quiet the noise of the business world and (0:24) tune in to how to do things that are a true reflection of you, where you can learn how to (0:29) finally have the impact you know you are capable and worthy of having. I'm your host Emma, a (0:36) marketing expert of over a decade.I truly love what I do and I'm bursting with knowledge to (0:41) share with you all, so sit back, relax and let's dive in. Hi and welcome back to a new episode, (0:51) one that is kind of a follow-on from last week's. I used to batch a lot of my podcast episodes but (0:59) recently I feel like I've just been really coming to the mic and flowing on what is a (1:04) life for me in that particular week and it's kind of accidentally creating a little bit of like a (1:10) series within the podcast episodes, which I know doesn't really work because they're often not (1:16) displayed in order or they're in kind of reverse order to this methodology I have, but last week I (1:23) spoke about how visionaries really need voids and how they need this space where they're not (1:29) necessarily creating or putting out into the world and perhaps they don't really know what they're (1:35) offering or their work is meeting a new layer that is creating a lot of confusion or perhaps things (1:42) just aren't flooding in in the way that they would want them to and I spoke on how this is very (1:48) necessary because when visionaries are always in this place of consumption and creation, (1:54) the original thinking that they really need to imagine a different way of doing things is quite (2:01) often blocked and it's in this space that this is really found and I had the weirdest coincidence (2:09) come and serve as a confirmation of this this week.It gives me goosebumps even thinking about it but (2:15) essentially I stumbled across this Substack article which I will link below because it (2:20) is brilliant and it was talking about the full moon in Libra energy. So this week we've been (2:26) experiencing a full moon and I am a Libra so I always find that if it's in any of my major top (2:32) three that I feel the energy a lot more and of course we know with Libra it's really about (2:39) balance and harmony and this particular article was kind of asking us to consider where we (2:46) compromise on what it is we really desire and where that is causing us to not have complete (2:54) harmony and it was saying about how like Libras really have this desire for beauty and how often (3:03) we compromise on that because we often have this need to people please and to contort and shape (3:11) ourselves and it was just really fascinating to sit with of like you know this deeper layer of (3:17) where are we not fully creating what we want to be creating or putting out what we really want (3:23) to be putting out or even doing things in the way that we really want to be doing them and I feel (3:27) this is a theme that many of us are sitting in. I cannot find the source but I'm going to keep (3:33) looking and hopefully I can share it with you in the show notes but I also saw a sub stack that (3:38) was speaking on how this new paradigm that we've really been building towards is receiving an (3:45) acceleration at the moment based on the current astrology and it feels like things are just (3:52) suddenly either falling away or this clarity is coming through they're not necessarily actualising (3:59) entirely yet but there's just a lot of realisation around this old way of doing things and things (4:06) really collapsing and I think that's why I was speaking on voids last week because that's very (4:12) much the energy that I've been in.I feel like I've been meeting deeper and deeper and deeper layers (4:18) of my work and also really been questioning where I'm just doing things because they're what I've (4:23) done what I can do what work and it's almost like there's this sense within me that's like no (4:28) we can't do that anymore and these old ways that we have just adopted because somebody else has (4:35) handed them to us are not fitting no matter how much we try and squeeze and contort them because (4:41) they are what we know and they're what's familiar and they're what works there's just this rejection (4:47) of it on a collective level like I've been having many conversations about this so people like (4:52) experiencing boredom within their work or this desire for great change or to do the thing that (4:58) they've always put off doing or to stop doing the thing that they've never really enjoyed doing (5:02) and when I was reading about this day before moon I was like oh of course this makes a lot of (5:07) sense as astrology tends to but there was this deeper layer there that was speaking on how the (5:13) moon was actually in gate 48 now numbers really don't stick in my head at all but for some reason (5:20) I was like this is really relevant this number is really relevant and so I went and I looked (5:25) at my own gene keys and I saw that gate 48 is actually my life's purpose so this is like my (5:33) life's purpose to be really journeying with and it links to what I'm here to do and move through (5:38) and then within my work and what I put out into the world and it is so linked to all of this (5:48) because for those of you that don't know gene keys essentially like there's a shadow to each (5:54) gate and whether you have gate 48 in your chart or not this is just an energy that was prevalent (6:00) with this moon and I honestly think is just prevalent in the collective in general but you (6:05) may want to go and check if this is within your own chart I can leave the link for where you can (6:10) find your free profile to see if it's there but essentially the shadow of this gate is inadequacy (6:19) and this is the fear of not having enough not being enough it can often lead to like you sitting (6:26) on a creation because you're like oh I feel like it needs more it could be better it can be improved (6:30) or it can be within you being like I need another qualification I feel like I need more knowledge (6:37) or it can even link to this outsourcing of somebody else knows more than me and I'm going to (6:44) feel better if someone else tells me what to do because I don't feel like I'm adequate enough to (6:49) do that within myself and funnily enough I was actually speaking to a friend about this this (6:53) morning in relation to AI where we were saying like quite often the desire to use AI is because (7:01) we don't fully advocate for our own ideas and what we've written could be better right well (7:07) quite often we're either using it to generate ideas for us and to help us or it's through this (7:12) lens of like this can be improved this isn't quite good enough and this is fascinating because like I (7:19) said I feel like it's a big theme at the moment and so naturally when you're thinking about the (7:24) shadow of this you kind of assume that the gift is then going to be you know knowing having this (7:31) great inner knowing and trusting yourself and the wisdom all coming from within and that is the (7:37) ascension of this gate this is like the life's journey to reach that place but before that (7:43) actually comes what the gene he's refers to as I believe resourcefulness and this is about (7:50) actually being okay with not having any answers and it's about being able to sit in this unknown (7:58) and trust that that is where opportunities and answers find you so I just thought this was so (8:04) fascinating that we often simplify things to be like okay you're outsourcing your genius you're (8:10) trusting in somebody else you're relying on someone else's expertise you need to only trust (8:16) your own innate wisdom and knowing when actually what this gene key refers to is the gateway to (8:22) being able to do that is kind of not really having a clue in the middle and letting yourself sit in (8:29) the unknown and finding safety within that space being able to trust that it is in those void-like (8:37) spaces I spoke on last week that the answers actually arrive and this is not easy to do (8:44) I've been really reflecting on my own journey with this gate since discovering it (8:48) thinking about how much of my life I have spent outsourcing ultimately because I didn't believe (8:56) that what I had within me was enough or by being so afraid of the unknown and not having any kind (9:06) of answers that I was desperate for somebody else to give them to me and I have written my (9:12) sub stack this week on my many encounters with psychics and one that I've been sharing about (9:18) in the past couple of episodes and it's funny like this story is fully in my sub stack but (9:22) the first time I actually ever encountered a psychic was by total accident and I say (9:27) psychic very loosely I was in New York with my best friend and I was 21 at this point and I (9:33) hadn't really tapped into this spiritual side of me at all at that point it always been there but (9:38) I never really tapped into it and it was this barman that was like telling us he could read (9:44) our fates he's like making us cosmopolitans whilst giving us psychic readings apparently and of course (9:50) I was really sceptical but what he ended up saying to me was that I was going to get married first (9:56) but I was going to get divorced and this was a total accident this psychic reading but ever since (10:03) then I feel like it really fed this hunger within me of like loving things like tarot and oracle (10:10) and psychics and I have been to so many people like that since and I shared briefly on this but (10:16) my last encounter with a psychic snapped something within me and this is where I've written this (10:21) sub stack from of like sitting in this reckoning of why am I so desperate for someone outside of me (10:29) to give me the answers or to like quell any fear of the unknown and to squash any uncertainty (10:38) and of course this is not just relevant to this psychic this is a theme of mine within life and (10:44) I'm just sharing this because I feel like this comes up a lot within client sessions and I do (10:48) wonder how many of you may have gate 48 somewhere in your gene keys as well and I think this is (10:55) really really interesting because as I have kind of been detangling myself from this outsourcing (11:01) of always needing to invest in something to get a new qualification to learn new information (11:07) to have somebody who's done it and had success from it tell me the way I have been really sitting (11:15) in this I don't know energy like I'm not sure I'm kind of fumbling around and discovering and I'm (11:22) taking little bits from here and there but mostly as I shared on last week it has been very void like (11:29) and I think this is something that is bypassed completely in this process to really knowing our (11:35) truth is that it is something that lives within us and we don't necessarily need to discover it (11:41) because it's already there but sometimes we need to do this shedding and we need to sit in this (11:47) space as I was speaking to where we don't fully know things and we can't fully hear ourselves (11:53) and it's only when we make peace with that void that then we start to hear the answers and this (12:01) is what Richard Rudd the creator of gene keys describes as true wisdom in his words he says (12:07) true wisdom is not the accumulation of skills or knowledge but infinite trust in the ever-changing (12:14) stream of universal energy wisdom is the unshakeable fearlessness rooted in an integral (12:21) connection with all of life wisdom reveals that all the answers are already inside (12:28) and he refers to this like primal state of not knowing and you can only really reach that state (12:36) when you completely relax in the mind and body and like essentially trust in not having the answers (12:42) like that's only really where wisdom can arrive and of course there's so many different expressions (12:47) of wisdom I'm purely just sharing this because it's a gate that is active in energy collectively (12:53) at the moment and obviously it's something that's very prominent within my own gene keys (12:59) but I do think it's speaking to something greater in the collective at the moment like we are (13:04) really shifting towards this new way of operating within business within life where (13:11) I think there's just this fed up or like frustrated energy in always seeking outside of ourselves for (13:21) the answers we've seen like so many people talk on the change within the coaching industry about (13:28) people don't invest in it in the way that they once did we've seen a lot of people talk about (13:33) this rejection of strategies and these cookie cutter templates we've seen just general discussion (13:40) around how much we consume of other people's lives like I shared an episode of how I'm spending (13:48) less time on social media and I think this is a real common narrative at the moment because we (13:54) are so plugged in to what everybody else is doing and what everyone else is telling us to do you (14:01) know whether they're directly doing that or not there's always this kind of like subliminal (14:04) live like me message beneath it all and what's been so interesting is how many people come to (14:12) me with this same kind of experience where they say you know ex-business coach told me to post (14:18) like this or said to say that or gave me this strategy to use and beneath all of it there was (14:24) this sense of unsustainability behind it like it was borrowing something from somebody else (14:31) so that even if it worked it couldn't fully last and even if people resonated with it like it didn't (14:39) feel like their own wisdom that they had full conviction and truth in and when I think about (14:47) my own investments as I was saying it's really come from this place of needing the answers it's (14:53) come from this place of not being able to trust that if I don't have the answers right now it (14:59) might not necessarily be because I need to make a big giant investment and I need somebody to tell (15:04) me the answers it might just be that I need more time and space to go through some experiences or (15:11) have this deeper sense of embodiment within myself where then it eventually becomes clear (15:16) and of course I spoke about that when I was speaking about the void we need this space (15:21) that feels kind of blank and doesn't have a lot of stuff flooding in and can kind of feel like (15:27) things aren't really working and of course that's difficult because we don't live in a society that (15:33) massively celebrates this but I think with this unearthing of the new paradigm and this like real (15:40) collective shift that many of us are experiencing at the moment we're kind of being called to sit (15:47) in that anyway and this is what this translation of wisdom in this context really asks of you (15:53) of like we actually don't know none of us have the answers the world could change entirely tomorrow (16:00) we don't know and so the only real wisdom that we can ever really anchor into as this like rooted (16:08) truth has to be found in the not knowing and when it comes to marketing I find that this can be (16:17) difficult because we are so tuned in like I said to what everybody else is telling us to create (16:24) the strategies that are deemed to work what the algorithm wants of us what other people are saying (16:30) and doing that it can feel really hard to access this wisdom and it can feel like it is not there (16:38) and there's something kind of counterintuitive about following this philosophy of then saying (16:44) okay we'll just be unknown in that you know and I just sit in the not knowing but I do this all (16:51) the time in my work by accident so if ever I'm kind of struggling with a sales page or with (16:56) something that I'm offering I quite often go to AI and I'll put it in there and then it ends up (17:02) leaving me more confused than when I started or maybe it will help me a little bit but I still (17:07) can't fully write it because I won't let AI write it for me or in the past I've gone to people for (17:14) support and they have really misunderstood what I'm doing or like it's just not been relevant to (17:21) them in a way that they'll understand or they've tried to squeeze it into a generic strategy that (17:25) I'm like hold on a minute like this doesn't fit in that this is too big for that and when I really (17:31) think about you know my life's purpose in relation to this like something I say often is that you're (17:37) the best expert for your business I never want people to come to me to be like this is what you (17:43) should write this is what you should do this is what strategy you should implement and actually (17:48) I notice when people come to me and they want that like they're asking me things like what exactly (17:53) should I post and when should I post it or they're heavily in this usage of AI where it's writing all (18:00) their stuff for them and it's not fully their own wisdom I find that my energy just completely (18:05) shuts down like I just can't think in that capacity it just it frustrates me in a way which (18:11) for me like that's a sign of me not being in alignment in my human design is frustration (18:18) like something in me just goes no like I can't do this because what I really want to champion (18:23) within my work is that you already hold all the wisdom for your marketing when you are answering (18:30) the questions that I ask which are like designed to really dig deep into what you do and to uncover (18:35) the truth behind like kind of all the clear and concise wording that many of us put on for our (18:41) marketing when we get to that nitty-gritty messy just flow state of what it is you do that is where (18:50) the real marketing sits and that is all your own wisdom that is not something that I am giving to (18:58) you that is not something that anybody can give to you my only role and that's why like everything (19:04) around my services is called reflection and mirror like it's purely to reflect that back to you and (19:10) when I think about a lot of people who've come out of alignment either within their business or (19:15) within their marketing at the root of that is usually always coming away from what they know (19:22) to be true what they would actually share if they had the total freedom to share on it (19:30) and it's really about peeling back those layers of like okay what have I been told to say what (19:36) do I think I should say what makes most strategic sense and I'm not saying to eradicate that I think (19:42) that is absolutely valid within marketing because most of us have services that we're selling and (19:47) there needs to be consideration of the client we need to make sure that we are expressing ourselves (19:52) clearly and that people understand what we do and see themselves within it of course but also not (19:59) to the extent that we then aren't saying what we actually want to be saying and what feels true (20:06) for us to be saying and I think when I reflect on this gate within GKeys and this kind of concept (20:13) of this like unshakeable way of being in our wisdom it's really about coming back to this (20:22) knowing of what we have to say and how we want to say it because a lot of clients say to me oh you (20:28) know when I'm speaking on my work when people ask me about it or when I'm delivering a service and (20:33) I'm just like in the flow state of it I know what to say and I think it's because we're in that (20:39) space of like we're not trying we're not weighing ourselves up against what we think we should say (20:45) we really are just in the state of okay this is what's coming out of me this is what's alive for (20:51) me and I just find this fascinating that this is a prevalent gene key during this time in the (20:57) collective where it really does feel like we are dismantling so many of these narratives around (21:04) should and like really removing this idea that wisdom has to live outside of ourselves I've (21:11) been speaking on like the collapse of the influencer culture and how the guru era is (21:16) dying and all of these themes that are very prevalent discussions even the discussion of AI (21:22) and you know how to use it ethically and not to destroy our voice and our creativity like (21:26) this is so prevalent right now it gives me goosebumps like the fact that this is my life's (21:33) I'm scared of it and I'm excited by it in equal measures but when I was thinking about like okay (21:38) well how does this physically tie into my work like I just said it is in regards to the marketing (21:42) and I think this deeper layer with what I was speaking on to last week with visionaries needing (21:47) voids is that actually with visionaries quite often we don't have the language to fully convey (21:56) what it is we do we're creating things that are very much not industry standard and not (22:01) widely known and accepted and sought after yet and so when we try and outsource that genius and (22:09) try on the language that is already out there it never really feels like it works it never really (22:16) feels like it captures the true depth of what we do and I have had many discussions about this (22:22) with clients where they have used these kind of like clear key words like even saying things like (22:28) clarity and confidence and grounding and empowerment you know like very much like what (22:34) I refer to as buzzwords and it's what's kind of been given to them as these moulds to really express (22:41) on their work and something I often reflect is it's like I understand what you mean but I don't (22:46) feel what you mean I get what you're saying but I don't really see it I don't really feel it (22:53) and when we actually just kind of like drop all of that language that is very much just like (22:58) used repetitively and we start to flow and speak on things in a way that is just purely from (23:07) that wisdom and from that like blank space that we're just letting things flood into naturally (23:15) not with force not with any of these like right I need to say like this or do it like that we're (23:19) just in that pure flow state that is when the most alive marketing comes from and I think many (23:25) people are good at that but there's somewhere in the process of that translation where we lose the (23:31) trust and I say we because I do this like I'm saying like I've got the inadequacy shadow in (23:37) my life's work you know this is a huge part of me of me actually not fully trusting what it (23:43) is that I have to say in the way that I've said it and then because of that putting it through all (23:49) these filters or all this advice or this expertise that then strips it of the very essence that was (23:56) so magnetising in the first place and I speak on this a lot like this isn't a new concept whenever (24:01) I discover things in human design or genki's or astrology like it's never like wow that's (24:07) revolutionary it's like oh of course yeah like I've known that it's been a theme in my work (24:12) anyway like of course that is a thing I just think that we're being called on it deeper and (24:18) deeper and I think that this is something that you know I've been speaking on for quite a while (24:23) but now it feels like it's impossible to ignore and it's coming into my spaces more and more and (24:28) more and I'm having many more discussions around it and I do think there's just like this need to (24:36) really take the reins of your own knowledge and wisdom and what you know and also empowering that (24:43) within clients as well I think there's been this fear of like if we don't claim to be the ones with (24:49) this expertise and this great knowing and having stuff that's so far beyond what our audience does (24:55) then they're not going to want to invest in us and they're not going to trust and they're not (24:58) going to see us as worth it and in doing so we kind of encourage them to forego their own wisdom (25:04) and something I've been playing with in my marketing for the past couple of years now (25:08) is like what if I flip that on its head and I don't need to position to pain points and to (25:13) make people feel like they don't have enough within themselves but I just create a space (25:17) that enhances that knowing and that wisdom and their own inner trust and it works I think it's (25:24) such a misconception that that isn't going to work in marketing of course there's many elements to it (25:29) we can still champion behavioural change and you know rewire ways of thinking and that's ultimately (25:36) what marketing is at its core it is behavioural change that is inspired through the words and (25:42) the things that we put out into the world but it doesn't need to be from this place of lack (25:48) or assuming that somebody doesn't have the wisdom and that we are on this pedestal of knowledge (25:54) and this is so new paradigm coded like this is like something we can't ignore anymore these old (26:00) models of marketing are no longer going to work for people with work like yours I'm not saying (26:06) that they won't work for like certain people within the collective and I'm also not saying (26:10) that they might not be aligned for those people they may well be but if you have felt that itch of (26:15) like hmm this marketing isn't quite cutting it it's not feeling right I feel like there's a better (26:21) more aligned way and I feel ready to tune into my own inner knowing of that that is very definitely (26:29) timed it is there for a reason and I think what I was reading about this moon was kind of that like (26:34) you can't ignore that anymore these ways that you've kind of been like no like I'll just put (26:40) that to the side and just carry on with what I've been doing it's really calling to recognise where (26:45) there isn't harmony in the ways that you are showing up and creating and putting yourself out (26:51) there not because you're doing anything wrong but actually just because you're following and what (26:55) other people are telling you to do and this is something I am yeah sitting with hugely at the (27:01) moment within both myself and with clients of actually just trusting in that wisdom in the (27:08) wisdom that comes from the space and from tuning out of what everybody has to say and that's really (27:15) how I've designed my spaces to not be like I don't want them to be me as this marketing expert (27:20) that has all the knowledge and come to me for all this advice I'm your guru like I don't want that (27:26) I think it is beautiful we can sit with other humans and have ourselves reflected and have (27:32) different ideas brought to the table and perhaps if someone has the skill of writing in a way that (27:38) you struggle to tap into like being able to borrow a bit of that skill and using it to enhance your (27:44) own with the core of you still very much being prevalent within that and I've accidentally just (27:50) explained my whole entire ethos within this episode I guess because I'm speaking about the (27:56) gene key that is my life's purpose it's come very naturally and so I would love to know if you have (28:01) this gate within your chart or if you've been feeling any of these themes with the astrology (28:05) and just in general within the collective I do also want to share that my free 30-minute calls (28:12) are opening back up these come rarely and they go quickly so I will leave the link below but (28:19) they're essentially just a space for us to share some reflections on marketing together like how (28:24) you've been feeling about it if there's things you've been struggling with if there's any kind (28:27) of disconnect if there's things you're loving that you want to do more of it's just a free (28:32) space to really chat those through and I will leave the link below for that but I would love (28:38) as always for you to slide in my dms and tell me how this has landed for you there are some (28:43) big energies going on at the moment like I've really been feeling it I've just been at home (28:48) doing my work but very much just in my little craft cocoon reading my fantasy books just like (28:53) wow this is a lot and I feel like it's not necessarily something you can make sense of (28:59) like I was speaking about in last week's episode but it's something that's just I'm very much (29:03) trusting is landing within and letting it land I don't really need to be actively doing anything (29:08) or fixing anything or as this whole episode's been about like outsourcing my genius in anything (29:13) I'm just letting it land chatting about it with friends letting support come in for how it is (29:20) feeling a little unstable but also as this gate suggests like getting uncomfortable in that (29:26) uncertainty so yeah thank you so much for meeting me in that uncertainty I hope you have enjoyed (29:32) this episode and I look forward to connecting with you soon thank you so much for listening to (29:37) this episode I really hope that it was helpful for you and if it has made you want to find out (29:44) more of the ways you can work with me all of the information about one-to-one my resources (29:50) my programmes are all listed below in the show notes if you found this helpful I would really appreciate