Every marketing decision you make can be more trusting or less trusting. It can be more coercive or less. And therein lies the key to beginning to shift towards non-coercive marketing, if you feel called to explore this path with me.

When you cede authority, and you trust people, it creates emotional ripples in the world around you. You begin to be seen as the most trustworthy option in said market. Even people who choose not to transact with you will feel warmly towards you, and generate word of mouth. And for the people who do choose to transact with you, they will do so from

This is why I increasingly center my work around ideas like Deep Okayness. The more we turn our attention inward, and start unwinding the ways we're at war with ourselves, the more non-coercive marketing becomes natural and intuitive.

1. Optimize for aligned, empowered customers


2. Surrender control, and embrace emergence


3. Cede authority


4. Treat people as ends, not means


5. Enough is enough


6. Play long games


7. Tell the truth, even when it's scary


8. Create invitations, not ultimatums


9. Trust fully and unconditionally

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

Non-coercive marketing starts from the assumption that you, as the business owner and/or marketer, are already enough. It acknowledges that while growing businesses can be fun, challenging, and meaningful, it's not a requirement for wholeness or self-esteem. Oftentimes the most courageous, life-affirming choice you can make is to break free from

Cede authority

Non-coercive marketing is about radical honesty. It's about being courageous enough to say what's true, even if it's unpopular, unflattering, or dredges up insecurities. It's about leaning into full authenticity and openness, because that's how you stand out, find the others, and build deep relationships in a world where most marketing is