S2 Ep26 Why Everything You Were Taught About Marketing Is Falling Apart (On Purpose)

This week's episode is a little different and honestly, I almost didn't record it. I've been sitting with something all week that felt too messy, without a tidy resolution to share (which let's be honest, it's kinda becoming my brand personality at this point). But that's exactly why I needed to share it.

Because here's what I've been sitting with: we are living inside systems that many of us have woken up to as misaligned, whilst the world still largely operates within them. And rather than rushing to fix it or solve it, I'm exploring what Richard Rudd describes as 2026 being a year of closing doors a year for clearing, shedding, and arriving at 2027 with a clean slate. Not a year for having all the answers.

I talk about what it feels like to be in this in-between space, not growing in the conventional sense, living back with my parents at 31, watching things fall away without knowing what replaces them, and why I genuinely believe that this discomfort is not a sign that something is wrong with you. It is alignment.

If you've been feeling the pull away from social media, the inability to squeeze yourself into words or packages that don't fit, the frustration of not knowing your exact direction, this one is for you.

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 another episode. (0:50) It feels like I've been so long since I've sat down at the mic, which I know is not true because (0:55) I recorded an episode last week, but I just feel like even this week in itself has been a bit of a (1:02) whirlwind for me and actually astrologically I've been reading a lot as well and it is in general (1:09) a bit of a whirlwind week.I know that there is an Aries stellium and there is a lot going on (1:16) and I'm going to dive into this deeper in this episode in other contexts because it's very (1:21) relevant, but I also came back to Cornwall. Now I haven't actually come back, I am back for a few (1:30) weeks just to kind of reset my place, spend some time here, see some friends. I made the decision (1:36) to rent out my place here for the rest of the year which was a big decision because I very much (1:43) like the autonomy of being able to come and go as I please, but also as we're going to get into in (1:49) this episode, financially for me I just really felt like I needed some form of income coming in (1:55) so that I could create space for myself in a really big way and the drive down here was a pretty gross (2:04) drive.I had this problem with my bonnet where it kept beeping saying it was unlocked so I had to (2:09) keep pulling over, but the traffic was so bad that every time I like came off the dual carriageway (2:14) and tried to get back on with it, it was just a nightmare and then it rerouted me so many times and (2:19) it ended up being like over seven hour journey and I had a headache that kicked in in the first hour (2:26) so it wasn't overly enjoyable, but it did give me like enough boredom time where I started listening (2:34) to podcasts again and I actually haven't done this when I drive for a really long time because I (2:39) usually respond to some voice notes and just sing my heart out to 90s music, but I really felt (2:46) called to kind of be more contemplative and that was kind of the intention that I set myself for (2:52) this trip. I spoke on this before but I have a lot of solo time when I'm in Cornwall, it's quite (2:58) an isolated time for me. I do have friends here and I see those and it's beautiful but (3:03) I go from living in a chaotic house where multiple businesses are running out of it and it's just (3:08) all a bit whoa to total silence and I always set the intention of just like this being creative (3:16) space for me, being space to perhaps sit with those things, reconnect back to my practise and (3:22) listen to podcasts and just kind of enter this state of being and I randomly clicked on this (3:28) podcast.I don't even know how I found it, I wasn't looking for it at all but I'm such a big believer (3:33) that media finds you when you need it. There's been so many books that I have either started (3:39) reading and not been able to get into or just left on the shelf and then picked up at the exact moment (3:45) that I need it. I've also done the same with many podcasts as well and actually even the algorithm (3:50) sometimes delivers good on that too.I know we like to shit on the algorithm over here but yeah (3:55) it's pretty good at that. So I clicked on this podcast and it was with Richard Rudd, which if (4:01) you don't know is the creator of Gene Keys and I have been fascinated by my Gene Keys for like the (4:06) past year, maybe two, really diving deep into it because for me it's just one of those systems that (4:12) I have really connected with as a way of understanding myself. I never massively connected with human (4:19) design personally, I know that people are either like very much for both or kind of lean towards (4:23) one or the other and I definitely lean towards Gene Keys.I think even Richard Rudd himself (4:29) says that it's the more yin-like version of expression and I see myself so beautifully (4:36) and deeply within it and so I've naturally been drawn to Richard Rudd as a result of that and I (4:42) ended up, I guess I say, no idea how, on this podcast episode where he was speaking about many many (4:49) different things but the thing that really piqued my interest was the way that he was talking about (4:55) all of the shifts that we have been experiencing collectively and a lot of people refer to this as (5:01) like old paradigm and new paradigm and it's so funny because it's the kind of things that you (5:07) speak on in circles with friends and you notice similar themes and then when you look into this (5:14) actual shift that is going on astrologically and within human design as well, it all makes perfect (5:22) sense and that was me driving down the motorway like, fuck yes, this makes so much sense and I (5:28) love listening to things that kind of piece those things together for me so I'll share the link below (5:32) but essentially what Richard Rudd speaks on is that we, in 2027, are experiencing this shift (5:40) within the Gene Keys. I won't go too much into the technicalities of it on here because I am (5:45) not an expert in it but by all means feel free to go and explore. I will leave the resources below (5:51) and also the link to find your free profile as well because that's really helpful (5:55) but essentially the very oversimplified version of it is that we are experiencing a shift that we (6:02) have not experienced in 450 years and when this first happened, so like this alignment of these (6:09) keys in this particular form, that was when government was introduced.It was when a lot of (6:16) the structures that we adhere to today first came into place and the idea is is that as we're going (6:23) through this next shift, this like once in many lifetimes shift, stuff like that is going to start (6:31) to collapse and he speaks on moving from codependence, like dependent on these systems, to (6:38) interdependence. He talks about the collapse of hierarchical structures, he talks about like this (6:45) authentic embodied being and being in what he refers to as interdependence. So it's not codependence, (6:52) it's very much reciprocal energy and we have been speaking to all of the themes on this.I've been (6:59) speaking to it in this podcast, we've been seeing it all over social media, like I said people (7:03) usually referring to it as the new paradigm and it's very much around these themes. I actually (7:09) recorded an episode on breaking up with expertise that's going to go live next week and there's many (7:15) of what I speak to is about like removing this hierarchy within marketing and imagining a different (7:22) way of doing business where it doesn't adhere to these structures and these conditionings that (7:28) don't align for us and don't create space for this deep uniqueness and embodiment and Richard Rudd (7:35) speaks on how this is like a total change of the way that we move from the solar plexus. (7:42) A lot of people are referring to it as like the creative revolution.(7:47) And the side of this that I want to speak to, which actually really came through last night (7:52) because I had a reunion call with the writers who I went on a retreat with at the start of the year (7:58) and as we were all sitting there I've kind of been in my isolation just kind of feeling like (8:03) I'm the only one feeling this you know like I feel like we know not to do this and I still do it (8:08) and as everyone was speaking you know these same themes were coming up on confusion. Like a lot has (8:14) been shed, a lot of things that aren't aligned and what people don't want to be doing and then this (8:19) kind of limbo space of not fully knowing what to do. There's this energy around social media being (8:27) really exhausting and draining and people no longer wanting to be reliant on it.There's this (8:33) theme around frustration like so many of us, myself included, were really speaking to this (8:40) frustration and we were all generators or money gens which the not self theme of for us was (8:46) frustrations. This is very much a sign within us that we really need to sit with. Like this (8:52) frustration of the way that the world is and the way that things are set up and how so many of us (8:58) are in survival mode and we have these things that we feel passionate about and creatively alive with (9:05) but then there kind of feels like there's these restrictions on them of like yeah but you know (9:11) I can't actually make money from that and I was talking about my crochet because everyone keeps (9:15) saying to me like sell your stuff set up an etsy store and I'm like these bags that everybody is (9:22) requesting in terms of my friends is they take me two days solid and I mean like two days solid of (9:29) crocheting non-stop and I don't that's not how I make them I make them over weeks but for me to (9:36) sell those like they need to be multiple hundreds for me to not feel resentful of the work and (9:45) to not feel drained and exhausted by it and we currently live in an economy where like people (9:51) probably are not going to buy that mostly because places like primark which my ads are now being (9:57) bombarded with their crochet stuff of course they're selling them for 15 pounds and I just (10:02) want to say here as a little side note that crochet has not been able to be replicated by (10:07) machines I think it's part of the reason that I'm loving it so much when my industry is so dominated (10:12) by AI now I'm like hey I can't touch this you know I'm sitting there crocheting in my little (10:17) bubble but it means that you know someone somewhere has handmade that takes hours and (10:23) hours and hours you know like even if you're a super fast crocheter there is no way of bypassing (10:28) bypassing sorry the fact that it takes hours and hours to create these products and you know then (10:33) they're being sold for 10-15 pounds and like I was just feeling this rage and this frustration of (10:40) just like the way that the world is set up and when I was speaking to this like a lot of women (10:44) were saying the same and a few of us found ourselves almost apologising for it I was (10:49) speaking to one of the girls afterwards and we were like you know sorry sorry for being negative (10:53) and I'm sorry for bringing that frustration and sorry for not having these positive updates and (10:58) there's real exciting things to be working on which some of the women absolutely did and it (11:02) was amazing to see but one thing that we were kind of all speaking to because these are beautifully (11:07) embodied safe humans was just that feel that frustration lean into the fact that you know a (11:15) lot of the hierarchies and the systems and the structures that we have been conditioned into (11:20) we're having this almost like awakening or maybe we have been for quite some time where we're seeing (11:27) the misalignment of them whilst the world still largely operates within them and the reason that (11:35) this is like really coming to light now is Richard Rudd speaks on 2026 as like the year of the (11:40) closing door and he doesn't necessarily say that this is the year of like reinvention I know we (11:47) absorbed a lot of the messaging around the numerology year one and the year of the horse (11:51) and it all being about like new beginnings and moving but like but what Richard Rudd speaks to (11:57) here is he's like arrive to 2027 with a clean slate like if you feel like you are in shedding (12:03) and crumbling and a lot has been falling away which genuinely I spoke about this in my visionaries (12:09) need voice episode I feel like I've been in that state for like the last five years like truly (12:15) every time I feel like I'm like I've got it now no no no no more crumbling but not in a bad sense (12:22) just in the sense of like hmm I'm not sure that's quite it and we need to experiment we need to try (12:28) these things and like I think what I've been really sitting with is that a lot of the world (12:32) seems to think that this is like a problem and I noticed it on the call you know almost like this (12:38) urge to be like offering solutions to people and actually what many of us who are feeling this (12:43) frustration said without even kind of realising but I kind of picked up on the pattern was like (12:48) I kind of just want to feel this frustration like I'm just kind of sitting with it and I love that (12:53) because this is very much what Richard Rudd speaks about in terms of contemplation and how (12:58) like we are so conditioned to seek the answers and solve the problems but that is actually going (13:04) to hinder us at the moment because we are imagining inside of a world that according to astrology (13:11) human design like many other mediums is not going to exist like they even speak on 2027 as being (13:19) this like techno it's either going to be a technological advancement where the advancement (13:23) is just going to go insane which to me I'm like how it's already done that or it's going to be (13:29) a technological collapse and I'm kind of rooting for that one not going to lie and I was kind of (13:33) saying to some of the women you know like what if your pull away from social media is actually your (13:38) deeply intuitive being and you're sensing that and we've been speaking about this a lot within (13:43) marketing you know wanting to remove ourself as the expert this hierarchy this problem solving (13:50) selling this shiny selling like all of the stuff that has kind of been stirring over the last few (13:56) years is very much going to come to fruition in a much much bigger way it already feels big but in an (14:03) even bigger way in the years to come and I think that when we absorb some of this stuff on social (14:09) media it can feel almost woo woo and this is kind of like I've been sitting with speaking about this (14:16) with friends like you know sometimes when you're sharing something and you can like kind of see (14:19) that people are like what are you talking about and I even had some resistance to coming and (14:24) sitting and sharing on this because it's not my usual kind of topic but also I really believe (14:30) that it's about to be indeniable it feels like there's been a select few speaking on this and it (14:38) is about to become mainstream in the sense that things are going to happen where it can no longer (14:44) be ignored and that is already happening a lot of people are saying that this has been happening (14:47) since the pandemic like since then we've really started to see a mistrust in government and a (14:53) questioning of systems and things starting to collapse and even this interdependence that (15:00) Richard Rudd speaks on we kind of had a taste of it in the pandemic and it's already been shifting (15:06) and changing and I think what I really want to create space for is many of us who've really (15:12) been tapped into this for you know quite some time now or are really tapped into it now in a (15:19) way that we cannot ignore it feels strange and it can feel isolating if you are around people that (15:25) don't necessarily tap into this way of thinking it can feel like you're behind if you're not in (15:32) this like forward moving momentum putting stuff out there and achieving goals and even knowing (15:38) exactly what you want to be doing when actually according to like a lot of Richard Rudd's teachings (15:44) and just you know our own inner knowing because this is what this is really calling for (15:50) it's really in alignment and it's funny because it doesn't feel like it and I have really been (15:56) sitting this within myself of this urge to fix I need to know exactly what I'm doing I need to be (16:02) putting out and I need to be growing and I need to know my exact message my exact brand everything (16:08) needs to be clear and yet every time I step forward into trying to do that it feels like force (16:16) and I've become very tuned into what I don't want to be doing what feels like it drains my energy (16:21) and isn't fully mine and then trying to force the gap in between and I just want to offer a caveat (16:30) here to like you know many of us are in survival in the sense that this is all happening at a (16:38) heightened cost of living crisis and so sometimes what we need to be doing is not within our deepest (16:43) alignment it is actually just putting food on the table and like I said I think we need to create (16:49) space for this I think we need to sit with what is going on in the world right now with what many of (16:55) us are feeling into and acknowledge it you know it's not necessarily about the time of fixing it (17:03) like Richard Rudd says that this is really the year to like clear out the closet like in many (17:08) different ways like not just physically although I have cleared out so much this year without even (17:13) being tuned into this and knowing about this which yeah it's funny because it's you're always (17:19) aligned even if you don't know this stuff and this is kind of the point like we don't need these (17:22) external figures to tell us what to do and this is the energy and this is how to use it but also (17:27) like it can be validating to hear oh this is very much collective and astrology has predicted so many (17:33) things and can offer many explanations and that's kind of how I'm using it I'm using it as this (17:39) anchor point of like oh okay there's me feeling like I'm doing something wrong because the world (17:46) is really making me feel like I am I even spoke the other day on my stories how I've been back (17:51) living with my parents at 31 and my career is not massively growing right now my dad even said (17:58) something to me the other day which cracked me up like he was like yeah sometimes people ask what (18:01) you're doing and I don't know and I'm like you know what me neither dad we had a laugh about it (18:06) because like before even he would be like you need to know what you're doing you need to be earning (18:11) enough money like you need to have direction and goals because that is the way that he's orientated (18:15) and even he now there's such a shift in him and I'm wondering if this is like again part of this (18:21) collective shift where he's like yeah good for you mate like because I think he's realising he (18:26) slaved away his whole life for this system and now he's semi-retired and he goes to play golf and he (18:33) fishes and he's just like having the time of his life and he's kind of like this is the point (18:39) and obviously it's different we're at different life stages and Richard Rudd does speak on this (18:44) because he even says that he is doing one more year of business like hardcore in his business (18:52) and then he's just leaving and he was speaking on how he's not trying to grow his business and (18:58) gene keys is a very fast growing concept he could really be like sky's the limit with this and could (19:06) keep pushing for more and more and more and he even says like I don't want to grow the business (19:11) beyond this like if anything we're thinking about how we can make it a bit smaller we've got a great (19:16) team I love it it supports me and funds me and I don't need to be growing it and he speaks on how (19:23) he is going to exit his business next year and he has no idea what to do with that he's not like (19:30) okay I'm going to stop doing that to do this he's accepting that there's going to be this void like (19:35) space and he does speak to the fact that he is a different life stage like similar similar to my (19:40) dad so like obviously if they're closer to that retirement era it's very different and for us (19:45) that are younger it's going to be a totally different experience but it's still this (19:49) collective thing of like there's not this pushing and striving and like I was saying this need to (19:55) have all of the answers and I spoke on this in the visionaries need boys because it's in these spaces (20:01) where we don't have the answers that we get to create new ones the fact that we're currently (20:06) struggling to push forward and fit into this system is honestly incredible it's such beautiful (20:14) alignment and my friend and I were speaking on this the other day because it kind of does feel (20:18) like a bit of a struggle now but I guarantee the ones who are feeling this are gonna be the ones (20:25) that really find their place of thriving during these shifts it's taking a little while for the (20:31) world to catch up but maybe you can already see really clearly and sometimes it feels like your (20:37) inner reality is not reflected in the outer and that's very much where I have been sitting with (20:42) but just know that there are many other people sat in that same place who see you and understand (20:48) and also you are supposed to be in that reckoning right now not with the answers not with knowing (20:55) everything but in that reckoning of asking these questions having this curiosity letting things (21:02) fall away that do not serve so yeah it's a big one and I realised that I had some resistance to (21:09) sharing this because I'm like oh it's not directly related to marketing but as with everything of (21:14) course it's related to marketing because many people have been coming to me at this like (21:18) threshold point where they're realising they've outgrown the ways that they express themselves (21:23) and their work but they have this fear of like I feel like this is what I really want to say but (21:28) will people understand it and will they receive it and can I say that you know are people always (21:34) going to choose the shiny cell over the truth are they always going to choose the simplified easy (21:40) ways of discussing discussing things can't get my words out or the messy nuance that is reality (21:49) and I know that many of us have been dancing with that shift and I really believe now if you (21:54) can claim the truth of what you are here to say in a way that very much does not adhere to this old (22:01) archaic patriarchal capitalist system if you can start to root into the truth that really wants (22:07) to come through if you could say what you genuinely wanted to say if you could capture your work in a (22:13) true to it this is going to be the time where that starts to be recognised in a big way (22:20) and people are going to be drawn to that and I know it's not been easy in this kind of yeah (22:25) the threshold this crossed over but I really feel like now is the time to be anchoring into that (22:33) because it feels a bit dramatic to be like 2027 is when it's going to change everything because (22:36) it's not right this last cycle was over the span of 450 years this is not going to change (22:42) overnight but the more that we can anchor in and start practising that now I truly believe (22:49) the more peaceful at ease content successful we are going to be in the future the future that (22:58) is very much changing and we are a part of that change right everyone who's listening is a change (23:03) maker in some capacity we are here I believe in this time to bring forward this change to imagine (23:10) a different way to sit in the voids that are needed to imagine this way to question things (23:17) and to realise when we're out of alignment and to follow what is true for us even if we don't know (23:23) what that is yet even if that means sitting in the space and I think if you are able to do this (23:28) you are going to be the most incredible business owner and marketer and I've just experienced this (23:34) with a client who shared some work with me and when they first came to work with me it's all (23:38) very much like simplified saying what many other people say in the industry like packaged all (23:43) neatly and I feel like together we just pulled it all apart and she sent me a voice note recently (23:49) being like this has been the most liberating experience and she's just written her first (23:54) piece that is just fucking brilliant like honestly it is incredible it is so nuanced and messy and (24:02) and the most beautiful capture of her essence and her work which doesn't fit into the neat (24:08) boxes of the industry and it's like full new paradigm marketing I don't love that phrase (24:15) but I feel like that's the only one that fits it it is fully the way of the world that we are going (24:21) to be living in and it's just incredible it's so so incredible and it is that liberating feeling (24:27) when you fully anchor in to that truth that I think many of us are calling for this is kind of (24:35) inability now to squeeze ourself into places or words even that don't fit (24:42) and that is a good thing that is so perfectly in alignment so even if it feels like a crumbling (24:48) if it feels like a void if it feels like confusion or despair to be honest is some of what I have (24:54) been feeling or even if it feels like that frustration and that rage that is perfectly (25:00) in alignment to where you are supposed to be so yeah like I said I realise this is a bit of a (25:05) different episode but I also was creatively blocked this week I was like hmm I'm not going (25:09) to bother with a podcast or any of my marketing this week because I was stopping myself you know (25:14) I speak about this a lot I was stopping myself saying what I really wanted to say which was (25:17) all this like weird and wonderful stuff that doesn't make perfect sense and doesn't have a (25:21) solution and kind of feels like a bit woo-woo and out there but it was what I've been sitting (25:28) with all week and I can't deny that that's the space that I've been in so that's the space that (25:33) I'm going to share for and I feel like that is the energy right that's what we're all anchoring (25:37) into so I would love to know if you've been experiencing any of this like how you've been (25:42) finding this very intense astrological week with the Aries stellium and yeah if anything has really (25:48) come alive for you in this episode please slide in to my dms I highly recommend like yeah going (25:53) and reading on this further and checking out your genki's profile so let me know if you end up doing (25:57) that thank you so much for listening to this episode thank you so much for listening to this (26:03) episode I really hope that it was helpful for you and if it has made you want to find out more of (26:09) the ways you can work with me all of the information about one-to-one my resources my programmes are all (26:17) listed below in the show notes if you found this helpful I would really appreciate if you could (26:24) take a moment just to write a review this helps other creators just like yourselves find this (26:31) podcast and have an even greater impact from their services I would really really love to hear from (26:39) you please feel free to get in touch with me over on instagram or via email both of which again you (26:46) can find below thank you so much for being here and until next time