Welcome to The Lighthouse.

Your business is a spiral. A spiral with re-occuring stages:

The Cave
The Cliff
The Wilderness/The Highway
The Quicksand

If you’d like to know more about which stage you’re in, feel free to use the Choose Your Own Business Adventure. (I KNOW RIGHT.)

And then, read on to know what to do once you know where you are.

The Cave

The Cave is where new businesses lurk until they take shape. The adventure of The Cave is to uncover, discover, or recover (’cos it’s a spiral, remember) the essential Why, What, Who and How of the business.

This is a glorious time, because of the limitless possibility. This is a horrible time, because of the limitless possibility.

The challenge is to lean into uncertainty until you find the answers that are deep and explorable enough to get started on. (Like, you know, a cave.) You’ll never find the perfect answer, but you should create a pretty damn good one.

Failure in this challenge results in shallow businesses… except those shallow, sure-I-guess businesses are often a decent learning platform to find the real answers for next time. So really, the only way to definitively failure here is to build in such a way that your answers must be perfect and unchangeable. (That never works.)

Products and services for The Cave

If you want the pneumatic drill of cave-exploration, that would be Goddamn Radiant. In three wonderfully intense hours, you and I will excavate your Why, What, Who and How.

If you’d like to put on a headlamp and get exploring by yourself, DIY Magnificence is a physical set of book, CD, flash cards and glitter all about Who, What, Why and How.

Have the shape but not the name? The Kickass Naming Service will sharpen your answers and put a tasty title on ’em.

If you’d like to join a tour through The Cave (and the next two stages, too), The Pilot Light is the bestest group experience you could ask for.

And if you are just plain stuck, there’s always a Delogjamification session to dig you out.

Free resources for The Cave

What is Your Radiant Work?

This is a ridiculously awesome resource on how to assess the work you’re doing (or planning to do) in order to decide whether it’s adequately amazing.

Episode One
Episode Two
Episode Three
Episode Four
Episode Five

27 Minutes to Seriously Better Domain Names

It’s my first ever webinar! I’m a wee bit nervous (you can’t tell, apparently), but I still squeezle in lots and lots of info about what’s important in choosing a domain name.

Articles about The Cave

The courage to be magnificent
You and I talk about niches
What if…
The terrible trap of possibility

Rise and Shine: The Cave edition

This is a special mailing list for explorers of The Cave. You’ll receive the weekly Rise and Shine newsletter, plus extra content and special offerings now and again designed to meet your current needs.

Name
Email

The Cliff

The Cliff is where the plans comes together and then become action. The adventure of The Cliff is to jump: to sell your first offering, to announce your new direction, to write your first manifesto. To take a risk.

This is a scary, thrilling, faith-filled, reckless, ballsy time. You learn a lot about yourself here.

The challenge is to balance your risks. You want to push the edges of what is possible and create the bold vision you found in The Cave, without dilution. But you can’t take risks you won’t survive. If your plan is too predictable, it will probably fail. If your plan is too incomprehensible, it will probably fail. You have to find the cliff that is just high enough to make a non-fatal splash.

Failure in this challenge results in you standing paralysed on the edge of the cliff, listening to the shadow voices. The only way to defeat The Cliff is to jump.

Products and services for The Cliff

The Pilot Light comes equipped with parachutes and rescue teams to get you safely down the biggest version of your cliff.

If everything is ready but you still need a wee shove, the Delogjamification can clear the obstacles between you and the edge.

Articles about The Cliff

How (and why) to build momentum
The story of Cinderella, and problematic positioning
Why you don’t get what you want
Go make a fool of yourself
The difference between a website and a business

Rise and Shine: The Cliff edition

This is a special mailing list for adventurers at The Cliff. You’ll receive the weekly Rise and Shine newsletter, plus extra content and special offerings now and again just for you.







Name
Email

The Wilderness/The Highway

The Wilderness and The Highway are where you spent the vast majority of your time in your business. The adventure of The Wilderness and The Highway is to constantly go through the cycles of implement and experiment and implement again: creating, delivering and tweaking your offerings, marketing and processes.

The Wilderness is the place where you leave the beaten path to blaze your own trail, and The Highway is the place where you do pretty much the same as everyone else is doing.

While your business must go into The Wilderness sometimes – otherwise why on earth would it need to exist? – no business spends all its time there. It’s tiring to create something completely different, and there are plenty of areas in your business that don’t require innovation.

The challenge of The Wilderness and The Highway is to choose when to walk each path. The Highway is easier to walk, but the real rewards lie in The Wilderness.

Failure in this challenge lies in staying on one road at all times. Stay only in The Wilderness and you will never make much forward momentum; you’ll be too busy redesigning the wheel. Stay only on The Highway and you’ll never go anywhere worthwhile, only where a thousand thousand people have been before you.

Products and services for The Wilderness/The Highway

If you have explored and iterated yourself into the Land of What The Fuck Am I Doing, Again? then Goddamn Radiant can help you get your bearings.

For developing new offerings, DIY Magnificence is a beautiful tool for creating stuff that’s worth talking about.

And once those shiny new offerings need a name, the Kickass Naming Service is standing by to help.

If your marketing plan has fallen apart in a snake pit, the The Pilot Light will get you back on course.

Or if you find yourself trudging down The Highway with no enthusiasm, The Business Joyfinder will help you reconnect with your mojo.

When all your beautiful plans create a mental logjam, then you need some Delogjamification.

Articles for The Wilderness/The Highway

This is why you’re boring
How to make marketing incredibly easy
Extraordinary is made out of dull
Your biggest marketing mistake

Free resources for The Wilderness/The Highway

The Sales Page Case Study

It took me three months and 15,000 words to get this sales page right. I learned a lot of lessons about sales pages, and I’d like to share them with you.

What is Your Radiant Work?

This is a ridiculously awesome resource on how to assess the work you’re doing (or planning to do) in order to decide whether it’s adequately amazing.

Episode One
Episode Two
Episode Three
Episode Four
Episode Five

27 Minutes to Seriously Better Domain Names

It’s my first ever webinar! I’m a wee bit nervous (you can’t tell, apparently), but I still squeezle in lots and lots of info about what’s important in choosing a domain name.

Rise and Shine: The Wilderness/Highway edition

This is a special mailing list for adventurers of The Wilderness and The Highway. You’ll receive the weekly Rise and Shine newsletter, plus extra content and special offerings now and again just for you.







Name
Email

The Quicksand

The Quicksand is where your business, in its current form, starts to fall apart. The adventure of The Quicksand is to stay afloat while letting go of everything you can’t take with you into the next spiral.

We get attached to our client relationships, to our offerings, to the Way We Do Things. It’s not a failure that they don’t last forever.

The challenge of The Quicksand is to detach and gracefully let go. Eventually, the business in its current form will have problems or limitations you simply cannot iterate past. (They might even be good problems to have: about your skills growing past the current offerings, or having too many clients for your business model.) This incarnation of the business must die so the new one can live.

Failure in this challenge lies in denying reality. This can lead to sacrificing the business, to ugly endings, and to frantic attempts to fend off change.

Products and services for The Quicksand

When everything feels impossible, there’s often a simple way out. Use Delogjamification to get unstuck.

(There are more resources coming very soon for this stage.)

Articles for The Quicksand

The alchemist and the marketer
Good reliable and bad reliable
You are never back at the beginning
How to recover after screwing up

Rise and Shine: The Quicksand edition

This is a special mailing list for explorers of The Quicksand. You’ll receive the weekly Rise and Shine newsletter, plus extra content and special offerings now and again just for you.

Name
Email

And then… The Cave again. Hooray!

Rock on,
Catherine