On: Taking imperfect action and showing up for yourself so that…
You can show up for your business, your life, and the people in your world.
What’s Inside:
What TF does Creating Forward mean
How it will help you overcome classic overthinking, inaction or fear
Being the architect of my life as a woman in her 40’s starting an entire new business from scratch
What TF does Creating Forward mean?
When you are Creating Forward, you are taking imperfect action, you are showing up for yourself so you can show up for your business, life, and people in your world.
You are in momentum.
Creating Forward was a mantra I came up with in 2018, when I was in a rut, but lucky enough to be working with the incredible Life Coach, Kristan Sargaent, to keep myself moving forward, and avoid getting stuck in overthinking, inaction, or fear.
So when I was designing my business plan for Creating Forward Studio in Dec 2023, to become a platform for founders and marketers of beauty, wellness, and lifestyle brands that are in launch, grow or scale mode, who also deal with these blocks, it was the perfect name IMO.
This post is somewhat of an introduction, but, my goal is that it also inspires you, to take the imperfect action and step into the Creating Forward world of life and business.
The Substack Origin Story
First, I’m going to give you the Substack origin story, because it’s a classic entrepreneur’s case of “you can do it for everyone else, but doing it for yourself is so much harder”.
Keep in mind, a huge part of my coaching is that I help people take action…ironic.
In June 2023, I noticed Substack as an early trend, and created this page.
Then I left it as “coming soon” (until now)
In Jun 2024, I created a post titled “Are we in the Substack Founder Era”
This is when I started subscribing to some of my favorite people and becoming a consumer on the platform.
In Jun 2025, almost every founder I was mentoring or speaking to had the question “should I start a Substack?”
October 2025, I decided it was time.
By this point, I was spending more time scrolling Substack and feeling really great about it, than anywhere else.
I’m a 2/4 Projector, and October, was also when I decided it was time to start living in my “true self”, which for me, includes, among many other things I’m practicing, following my intuition (both when it says rest or don’t, and when it says yes, let’s do this) and sharing my unique perspectives to open the door of possibility for others.
Shout out to Amy Lea and the Universe for bringing her work to me by way of recommendation on Substack. If you’re a Projector I highly recommend you subscribe and grab her Projector Minibook.
I felt the pull. I felt the energetic shift toward this platform.
So - I decided to take my own advice and take the action.
I made the call to move my weekly newsletter The Super Dose, which I had been spending hours pouring over each week and making thousands of deliveries via Flodesk, to Substack, where it would have a life beyond a private email provider platform, and I could become a part of the creator community I enjoyed so much over here, instead of just a consumer.
I have more reasons and things to say about this move, and how I approached it from a strategy perspective in an upcoming post, in case you’re thinking about it! Subscribe and make sure you get it :)
But for now, a little more on the life/biz side of things.
The Life/Biz Backstory
I always was, and still am, someone who gets “bored” when things get comfortable. I like challenge, I like learning, I like my life to feel expansive. Maybe it’s the living in Australia thing, feeling so removed from the world? IDK…
But that’s why I moved out of home when I was 17.
It’s why I moved to another state without a job at 24.
It’s why I quit my successful job (DW they let me keep it) and go traveling solo for 3 months at 29 (I call it my eat, pray, love moment).
It’s why I moved to NYC without knowing anyone at 30 for expansive energy.
Then to LA at 39 for grounding energy.
Each time, I stumbled, fell, and inevitably, expanded my world, finding my way to exactly where I was supposed to be, with the people I am supposed to be surrounded by.
Takeaway: It never feels linear until it does.
In 2023, at the age of 42, and having spent 20 years hustling in all the billion-dollar consumer product categories (fashion, wellness, and beauty), making hundreds of millions of dollars in combined revenue and cultivating a full-spectrum set of expertise in my career, I had hit a fork in the road.
I had just wrapped up a CMO consulting contract that I had held for 2 years, but didn’t want to do “that” again.
So what?
I paused to reflect on these things:
What value do I have to offer the world?
What is happening in the market I’m in, and what’s missing?
Who do I want to support or work with?
What will my next chapter look like after 40?
What needs to happen to architect that life?
After many, many post-it note strategy sessions, voice notes to self, tens of thousands of dollars into more business coaching and development, plus plenty of scary AF “just do it” moments, we’re here.
Creating Forward Studio is that.
It’s the culmination of my personal and professional growth.
It has become a brand, community, and program that helps founders and marketers building brands in the launch, grow, and scale phase, get access to the guidance and strategic thought partnership they need, but can’t afford with traditional agencies and consultants.
I took everything I know, kept what I’m great at, lost what I’m not aligned with, and channeled it into a set of core philosophies, frameworks, and tools.
The Core Philosophies
Everything we do and talk about is centered on 4 core philosophies and frameworks I have defined, leveraging the skills, learnings, network, and tools I’ve cultivated, each one being my unique take and process for building a fulfilling, successful and aligned life and business.
Creating Forward is rooted in four core philosophies that, together, help you build an obsession-level brand, make marketing easier, drive more sales, and become a stronger entrepreneur.
Sticky Brand DNA ~ the evolution of basic, old school brand strategy, and the foundation of a successful brand, from founder story, to future proofing, to positioning, to conversation themes (learn more about SBDNA here).
BFF Customer Connection ~ BFF-level positioning = strong connection = strong conversion, and in 2025, a standard customer archetype doesn’t cut it.
Aligned Marketing ~ giving up shiny thing syndrome and overwhelming chaos to prioritize the things that align with your vision, customer, bandwidth, budget, and business goals.
IFGT (I Fu@king Got This) Founder Confidence = showing up for yourself to show up for your business with mindset and supportive structure.
I talk about these frameworks in all of my content on Instagram, Tik Tok, and here on Substack.
I cultivate connection and collaboration centered on these things inside Forward Founder Studio, my private community platform.
I lead and guide communities with IRL and URL events and workshops on these topics
I mentor founders and coach them on the execution side of things inside my signature program, CFI: The Creating Forward Incubator, and The Serve, a collaboration with League Of Originals
I share toolkits, workbooks, and guides in the “WTF Next Shop” a curated edit of my biz building resources
You can find out what to expect from the Creating Forward Substack here on the official About page.
That next chapter of life I’m designing?
It’s here in Venice Beach, California, with my soulmate and husband in a classic bungalow home.
It’s where I barely miss a day of movement + meditation at my happy place and wellness club, Hume.
Where I soak up the ocean as much as possible, go to the farmers market every Wed and continue to be grateful for the abundance of produce available here.
It’s a life where we travel to cool places to work/play more than most (or so I’m told) with the goal to split our time between Australia, America, Europe, and Mexico (she’s manifesting!)
It’s creating space to indulge my “wu wu” side and being curious, and out of my comfort zone.
And of course, investing in my community and experiences.
I’m excited to share what I know with you, invite you to share your vision with me, and expand our worlds together.
- Sax 😗
I really enjoyed reading this! You have always been inspiring to me. I’m also a Projector (3/5) so I am going to grab that book you recommended (hopefully to help navigate a bit of a wtf moment I’m having in my career and life right now!)