That means telling the truth about who you are, where you come from, where you are in your journey, and what matters to you. If you’re not an expert, say so. If your beliefs differ from others in your space, say so. It means telling the truth about the products and services you’ve created, how they work, and why you made them. And it means being ho

Cede authority

Surrender control, and embrace emergence

“ Here’s a thing I made, and here’s the truth about what it is. If you vibe with me, you can come join this party at any time. If you don’t, that’s cool too. I still respect you! ”

But beneath the surface, non-coercive marketing is a trojan horse, designed to regenerate trust, connection, and empowerment in a world where all three are increasingly scarce.

Non-coercive marketing places full authority and trust in people. It creates the conditions under which they can make empowered decisions for themselves, and do so in their own time. It doesn't seek to persuade, manipulate, or pester people into a decision that's already been made for them. It merely opens new doors, tells the truth about what's be

Non-coercive marketing is about creating customers who are both aligned and empowered . An aligned customer is someone who is delighted to have done business with you . It's likely they could have purchased something similar elsewhere, but because of their interactions with your marketing, they feel a sense of connection, resonance, or even belongi

Non-coercive marketing, by contrast, doesn't create emotional pressure, but actively seeks to relieve it. If what you're selling has some kind of time-bound component—live events, cohorts, etc—some pressure is inevitable. But otherwise, non-coercive marketing never puts you in a place where you have to make an emotional snap decision. Instead of of

In non-coercive marketing, we treat everyone who enters our world as an end unto themselves, even if they don't, and never will, transact with us. In other words, it's about recognizing that everyone is a unique individual with inherent uniqueness, agency, and worth, and then acting accordingly.