When I finally woke up to the fact that I was never going to be happy working for someone else on their terms, I knew I had to find a different way.

So I started to devour everything I could about business and “wealth creation.”

I read books, attended events. I became a seminar junkie. Every weekend, every spare minute and every spare cent was spent paying to listen to experts and “gurus” who could tell me, sorry, sell me, the answer.

Each one had their own special strategy – the secret to a 7-figure-business and freedom.

I Did It All

I signed up to programs and packages and seminars and events.

And I did the work. Totally.

I was not one of those people who buys a heap of stuff and never does any thing with it.

I would follow every single step.

After a full day at my job, I’d come home to hit the books – watching videos, applying strategies and tactics in an attempt to make things work.

  • I created an eBay business – and successfully sold women’s clothing for 2 years, after which I finally stopped because I had zero interest in it. And, I realised I hated licking postage stamps every night.
  • I did dismally at network marketing – and alienated pretty much every one I had ever worked with or met who appeared on my 3,000 long contact list.
  • I did online affiliate marketing – and let it go after selling a whole heap of big ticket products which the company failed to pay out on.
  • I traded the stockmarket – And lost a shite-tonne of money on my first and last live trade.

There’s Something Wrong With Me!

During this time, I came across the concept of “personal development.”

And the idea that, if a business strategy works, it works. And, if you can’t make it work – then there’s something wrong with you.

But that’s cool, because there’s a whole heap of people out there selling you personal development programs which can help you fix your self.

And so I started on THAT journey.

I signed up to programs and packages and seminars and events.

I paid all sorts of mentors and coaches to help me and “fix” what they kept telling me was broken.

  • I did phone sales – and was told that hating being on the phone selling to one person was just my fear.
  • I learned webinars – which I actually liked, but felt constrained and contrived by the “cookie-cutter” formula and script.
  • I learned to sell from stage – but at this stage had nothing to sell.

It seemed that business success was all about money and selling and with all these tactics and strategies I still could not get it to work

The Thing Is…None Of It Felt Right

I had all these pieces and yet no idea of what the puzzle looked like.

I had a zillion strategies in marketing and sales, and websites and blogging.

And yet, I had no idea what the business was that I am creating.

The thing is, there were so many facets of me and I was jumping all over the place.

  • Was I going to be an artist and sell my art? Well, I could, but no, I didn’t want to paint full time. I’m happy with that as a hobby, for now.
  • Was I going to run my own architectural practice? Well, I could, but no, I didn’t want to be working 10 hours a day, or managing people.
  • Was I going to be an eBay success? A network marketer? An affiliate marketer? No! No And no! Been there, done that, never going back.

Who Was I?

I knew what I didn’t want to do, but what did I want to do?

By this stage, I had become obsessed with business and business strategy. I think I always had been – I started an MBA at one stage, but even that didn’t resonate with me. It was boring and constrained, and so very outdated.

Deep down, I knew that business could be fun. Creative. And easy.

By this stage I knew all this stuff about business and online marketing and sales and strategies and tactics.

And I knew a lot more about ME, and who I was – what with all that “personal development.”

But There Was a Gap – A Big Gap

A gap between who I really was, deep inside, and the world of business.

Every time I stepped into the business game, it seemed to shoot me down, chew me up and spit me out.

I had to compromise, to push, to force, to BE someone I was not. All these successful “gurus” were telling me that this was the only way I was going to succeed. To do it this way – their way. Evidently, I was just scared if I didn’t.

By this stage I’d already been doing that for 2 decades in a career that burned me out, three times, and now this business stuff was doing the same.

It was exhausting.

I found my self pushing and forcing, every single day.

Webinars, Blogs, Facebook Ads, Instagram posts. Networking. Be here. Be there. Every where. All this stuff.

And So I Stopped

And sat back.

I realised I wanted to help other people like me, do the same thing, but without all the struggle. I wanted to help people created a business that they actually really enjoyed and that made a positive difference in the world.

But not like this.

By this stage I’d paid to learn virtually every business strategy there was.

I had all this information and knowledge – and I wanted to share it.

But I wanted to do it my way, and help other people do the same – build their business their way.

The thing is, I still had no idea what MY way was.

  • Be a coach! But I’m not.
  • Be a mentor! But I’m not that either. It doesn’t feel right.
  • Just teach my phone sale script! No. It’s shite.
  • Teach people how to speak from stage – like me. No! No! No!

Every thing I’d learned was someone else’s way! And we know that just wasn’t cutting it!

How could I help any one when I couldn’t help my self?

I Went Back To Basics

I went through all that “personal development” stuff I’d done and reconnected with me. I pulled apart all the pieces and the realisations I had about my self that really, really resonated.

And I started to build a picture around that.

I started to understand who I really was and why certain strategies were never going to work for me.

  • I’m good with people when I have to be but I’m an introvert at heart.
  • I’m love systems and framework, but being able to be creative within that framework – not restricted and confined.
  • I have a creative side, but I also love problem-solving, and reading and research.

I started to remember who I really am.

And Then I RE-Discovered Archetypes

After trawling through multiple personality profiling system, I was searching for the thing that linked them all together. The common thread.

Through this process I re-discovered archetypes, as an idea that just kept resurfacing. I’d come across them in the work of Carl Jung, Caroline Myss, and Joseph Campbell – but from more of a mythological, philosophical and psychological perspective.

But I wondered how they could be applied to business.


I discovered one book. One lonely little book – The Hero and the Outlaw: Building extraordinary brands through the power of archetypes. By Margaret Mark and Carol. S. Pearson.

That book changed every thing for me.

From all the “personal development” I’d done, I instantly knew which archetypes resonated with me the most.

They Just Felt Like “Home”

  • I am a Sage – Education, teaching and learning is my highest value. It always has been, but now I search for truth and aim to share it with the world.
  • I am a Creator – I like to make things. More importantly, I like to make beautiful things that make people think and feel. (I always have – that’s why I became an architect, so many years ago. I just forgot.)
  • I am a Sage-Creator – I deconstruct to reconstruct. I take every thing I learn and look for patterns in order to make something new that makes people think and feel.

That’s who I am. That’s who I’ve always been.

And that, has made all the difference.

By connecting with the essence and the core of me, finally, finally, I know who I am and what works for me.

By knowing my Archetype Mix and understanding what this means for me ain every areas of business – and finally owning THAT, I’m now choosing to do business MY way.

And my gosh, it sure does feel good.


Liz Watt

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