You don’t need to “position” yourself inside an industry. You need to define the industry around you.
001. Uncover your core truth
002. Turn it into cultural momentum
And position yourself to attract an audience around your message without having to be constantly performing.
claim YOUR UNCATEGORY
JUMP IN →
Most positioning strategies start with the question: How do you stand out?
But that assumes you’re playing the same game as everyone else.
Trying to compete.
Trying to be chosen.
Trying to win.
Uncategory doesn’t play that game.
Because once you know what you stand for — fully, undeniably — competition becomes irrelevant.
ON THE OTHER SIDE
People who sell similar things to similar people become collaborators.
Your work stops being compared and starts being recognised.
Your name stops being one of many and starts being the only.
Your message stops being content and starts being currency.
If you’ve ever struggled to describe your work in a way that does it justice, if you’ve felt trapped in a category that flattens your ideas, if you’re tired of explaining instead of leading — this is where it ends.
[ LET ME ALL THE WAY IN ]
The real problem isn't your
It's the outdated way messaging is taught.
Most positioning frameworks were built for a world that doesn’t exist anymore.
YOU'VE HEARD IT BEFORE:
“Find the gap in the market.” But when your work is truly innovative, there is no gap yet.
“Differentiate yourself.” But when you’re busy trying to prove you’re different, you shrink your authority.
“Make it clear and digestible.” But when you flatten your ideas to make them fit, you erase what made them powerful in the first place.
“Find the gap in the market.” But when your work is truly innovative, there is no gap yet.
“Differentiate yourself.” But when you’re busy trying to prove you’re different, you shrink your authority.
“Make it clear and digestible.” But when you flatten your ideas to make them fit, you erase what made them powerful in the first place.
message.
SO YOU FALL INTO ONE OF THESE TRAPS:
Too big. You can feel how powerful your work is — but you can't articulate it without over-explaining.
Too similar. You know your approach is unique — but you still sound like everyone else.
Too bold (without clarity). You’re saying strong things — but they’re not landing. Not the way they should.
Too big. You can feel how powerful your work is — but you can't articulate it without over-explaining.
Too similar. You know your approach is unique — but you still sound like everyone else.
Too bold (without clarity). You’re saying strong things — but they’re not landing. Not the way they should.
You keep working harder. More explaining. More content. More effort — just to get people to see what you already know.
THAT STOPS HERE
$499 USD
INSTANT ACCESS
[ JOIN HERE TO JOIN US]
The Uncategory Method
Instead of finding a gap, we build one. Instead of differentiating, we define. Instead of describing what you do, we shape the conversation around it.
The Core Truth Hosted by Lois
Your message isn’t something you invent. It’s already there. This is where we unearth it.
PHASE 001
We articulate your category-defining message with:
Most people start with “How do I explain what I do?”
We start with: What do I refuse to water down?
- The defining truth your business is built on
- The one-sentence manifesto that makes your work inevitable
- The counterpoint that gives your message weight
- The strongest POVs that sharpen your leadership
Most people start with “How do I explain what I do?”
We start with: What do I refuse to water down?
The Cultural Shift Hosted by Lois & Xanthe
Messaging without movement is just noise. This is where we turn your message into momentum.
PHASE 002
We uncover:
Your work doesn’t exist in a vacuum.
This is how we make it part of a bigger shift.
- The real reason your audience hasn’t made the leap yet (it’s deeper than you think)
- The invisible forces keeping people stuck (internalised industry norms, societal expectations, guilt, fear — name them, dismantle them)
- The wider cultural tension that makes your message urgent right now
- The “where is this conversation getting stuck?” factor (and how to break it open)
Your work doesn’t exist in a vacuum.
This is how we make it part of a bigger shift.
The Place to Land Hosted by Xanthe
You don’t need to be “everywhere.” When your message is positioned correctly, it pulls. And when you build the right ecosystem around it, it spreads.
PHASE 003
This is where Xanthe makes your message inescapable by teaching you:
Because a powerful message alone isn’t enough.
It needs a place — and a platform — to land.
- How to build an audience around your message without selling your soul to the internet
- How to create a movement, not just a following (so people don’t just listen to you — they talk about you)
- How to become a leader in the conversation & create a conversation that your community join WITH YOU (instead of either them or you feeling like just another participant in something that they only half believe in)
Because a powerful message alone isn’t enough.
It needs a place — and a platform — to land.
ULTIMATELY, we’re creating the messaging ecosystem
Positioning, marketing, movement and business growth — all working together.
[ CLAIM YOUR UNCATEGORY ]
A messaging system that carries its own weight. Words that hold power, with or without your presence.
A lens that sharpens everything you create. Every piece of content, every offer, every conversation will have a throughline.
A way to articulate your work that makes sense immediately. No hesitation. No second-guessing. No grasping for words.
A strategy to bring others into the conversation. A message is only as strong as its ability to spread.
An approach to staying visible that won’t drain you. Your message will have momentum—because you’ll know how to keep it alive and build interest sustainably.
A lens that sharpens everything you create. Every piece of content, every offer, every conversation will have a throughline.
A way to articulate your work that makes sense immediately. No hesitation. No second-guessing. No grasping for words.
A strategy to bring others into the conversation. A message is only as strong as its ability to spread.
An approach to staying visible that won’t drain you. Your message will have momentum—because you’ll know how to keep it alive and build interest sustainably.
And a new level of confidence in your own thinking.
At the end of Uncategory, you'll be leading a conversation.
you'll walk away with
WE'RE NOT SIMPLY "FINDING THE RIGHT WORDS"
We’re building unshakeable self trust in the fact that you already have them, and you need to stop hiding behind everything you think you’re supposed to say.
[ GET STARTED]
These are deep-dive, come-to-the-table-with-your-notebook style sessions where we break down what your message actually is (and why it hasn’t been landing), how to shape the conversation around your work, and how to get seen without getting louder.
Uncategory is a 5-week high-impact messaging sprint designed to sharpen your message, deepen your clarity, and expand your reach — without putting you on the content treadmill or asking you to give up your life and soul to social media.
RECORDED WORKSHOPS
You’ll bring your words, your rough drafts, your “is this too bold?” questions — and we’ll help you sharpen, clarify and shape them in real time. You’ll also witness what’s working (and not working) for others — and walk away with more insight than most paid programs deliver in months.
feedback sessions
For peer feedback between calls, you'll be inside a tight, intentional container with other founders, creatives, and big thinkers who are also defining the conversation in their space. No algorithms. No noise. Just powerful people doing powerful work, and finally saying it the way it deserves to be said.
COMMUNITY CONNECTION
Everything we share, from frameworks to messaging breakdowns to bonus writing prompts, is yours to keep and revisit whenever you’re ready to evolve again. Because messaging isn’t a one-time thing. It’s a process of becoming unmistakable and having the tools to evolve over time will impact your business sustainability more than just about any other strategy you could implement.
TEMPLATES + RESOURCES
ALL OF THIS →
MEET YOUR GUIDES AND CO-CREATORS
I help founders claim visibility that reflects their values and makes their presence feel magnetic, not mandatory.
I’ve built my business around the radical idea that you don’t need to be constantly posting, constantly proving, or constantly convincing to create consistent demand.
I believe your message deserves more than the empty promises of the short-form virality machine.
It deserves movement, it deserves recognition, and it deserves reach— even when you’re resting.
My superpower is helping entrepreneurs design unmissable presence that doesn’t require a 24/7 performance. Just a clear, living conversation that people want to be part of, and shifts the culture where it lands.
I’ve built my business around the radical idea that you don’t need to be constantly posting, constantly proving, or constantly convincing to create consistent demand.
I believe your message deserves more than the empty promises of the short-form virality machine.
It deserves movement, it deserves recognition, and it deserves reach— even when you’re resting.
My superpower is helping entrepreneurs design unmissable presence that doesn’t require a 24/7 performance. Just a clear, living conversation that people want to be part of, and shifts the culture where it lands.
Xanthe Appleyard
Expert in online leadership, digital dynamics, and business growth rooted in expression, connection, influence, and culture.
Replace reactive marketing with intentional momentum — to build a values-led visibility system that sustains attention without sacrificing your time, peace, or personality
Build community not around you, but around what you believe — so your ideas become shared language, and your audience becomes a living, breathing part of the movement
Learn how to make your content expand the conversation — so you’re not explaining your work, but deepening its reach and meaning every time you show up
Stop treating content like a currency and start using it like a catalyst — one that invites dialogue, devotion and decisions that feel obvious to your right people
Reclaim your relationship with marketing — and finally feel safe being seen without diluting, being chronically visible, or performing “vulnerability” for clicks.
Make your message bigger than you so it spreads without constant output, becoming something people carry and repeat
Build community not around you, but around what you believe — so your ideas become shared language, and your audience becomes a living, breathing part of the movement
Learn how to make your content expand the conversation — so you’re not explaining your work, but deepening its reach and meaning every time you show up
Stop treating content like a currency and start using it like a catalyst — one that invites dialogue, devotion and decisions that feel obvious to your right people
Reclaim your relationship with marketing — and finally feel safe being seen without diluting, being chronically visible, or performing “vulnerability” for clicks.
Make your message bigger than you so it spreads without constant output, becoming something people carry and repeat
WHAT WE'LL DO IN UNCATEGORY:
I’ve spent over a decade helping founders, leaders and creatives find the sharpest, most exquisite articulation of their work — and I do it by stripping away everything you’ve been taught about “how to sell yourself.”
Because I know how maddening it feels when the work is deep but the message doesn’t land. When the substance is there, but the surface isn’t doing it justice. When you can feel the power of your ideas, but can’t quite make other people feel it too.
Through my signature frameworks that merge creative writing with conversion copywriting 7 messaging strategy, I help visionary leaders and creatives write their biggest ideas into existence.
Because I know how maddening it feels when the work is deep but the message doesn’t land. When the substance is there, but the surface isn’t doing it justice. When you can feel the power of your ideas, but can’t quite make other people feel it too.
Through my signature frameworks that merge creative writing with conversion copywriting 7 messaging strategy, I help visionary leaders and creatives write their biggest ideas into existence.
Lois Mckenzie
Expert in communication strategy, conversion messaging, and the art of saying the thing that makes people move — even if it breaks the rules
Dismantle the internalised marketing myths that keep you saying “what works” instead of what matters — and rewire your brain to say the thing that actually moves people.
Trace the origin of your most magnetic ideas back to the belief systems and lived experiences that shaped them — and learn how to utilise that truth as something that makes you undeniably powerful and unique without self-censorship or shame.
Learn to write like a cultural architect: not just creating content, but shaping the conversation around your field, your industry, your way of seeing the world.
Stop confusing noise for nuance — and start building a message that carries intellectual weight and emotional resonance without having to be loud, palatable, or polished.
Use language as both mirror and megaphone, to reflect your deepest convictions while building and attracting attention from the people ready to rise with you.
Build a body of work that is cohesive, precise, creative and undeniable — because the message behind it is so sharp, no one else could’ve written it.
Trace the origin of your most magnetic ideas back to the belief systems and lived experiences that shaped them — and learn how to utilise that truth as something that makes you undeniably powerful and unique without self-censorship or shame.
Learn to write like a cultural architect: not just creating content, but shaping the conversation around your field, your industry, your way of seeing the world.
Stop confusing noise for nuance — and start building a message that carries intellectual weight and emotional resonance without having to be loud, palatable, or polished.
Use language as both mirror and megaphone, to reflect your deepest convictions while building and attracting attention from the people ready to rise with you.
Build a body of work that is cohesive, precise, creative and undeniable — because the message behind it is so sharp, no one else could’ve written it.
WHAT WE'LL DO IN UNCATEGORY:
Together, we’re going to change the way you think about visibility, value and voice.
I'm So Ready
We’re building a message that you won’t have to compete with, because it creates its own category. And once you’ve seen it that way, you can’t unsee it.
The Uncategory Shift
YOU STOP ATTRACTING PEOPLE WHO NEED CONVINCING.
Your audience understands your value before the sales call. They’ve already been moved by your message. They’re not comparing you to others — because they’re not looking for “alternatives.” They’re looking for you.
YOU STOP TRYING TO FIT INTO A CATEGORY. YOU START DEFINING IT.
The language you use starts showing up on your competitors’ websites. Your ideas start shaping how people talk about the work. Your frameworks start becoming reference points for quality in your field. You don’t “stand out.” You set the standard.
YOU RECLAIM YOUR TIME, ENERGY, AND PRESENCE FROM THE CONTENT TREADMILL.
You remember why you started this work in the first place. You build a body of work that reflects the full depth of what you believe — and the courage to say it. You create a message that feels like home: grounded, expansive, and impossible to water down. Because at the end of the day, when your message becomes unmistakable, everything else gets easier.
Your audience understands your value before the sales call. They’ve already been moved by your message. They’re not comparing you to others — because they’re not looking for “alternatives.” They’re looking for you.
YOU STOP TRYING TO FIT INTO A CATEGORY. YOU START DEFINING IT.
The language you use starts showing up on your competitors’ websites. Your ideas start shaping how people talk about the work. Your frameworks start becoming reference points for quality in your field. You don’t “stand out.” You set the standard.
YOU RECLAIM YOUR TIME, ENERGY, AND PRESENCE FROM THE CONTENT TREADMILL.
You remember why you started this work in the first place. You build a body of work that reflects the full depth of what you believe — and the courage to say it. You create a message that feels like home: grounded, expansive, and impossible to water down. Because at the end of the day, when your message becomes unmistakable, everything else gets easier.
Sales feel obvious. Content becomes effortless. Your audience knows exactly who you are and what you stand for.
Finally stop wondering if you’re doing enough — because your message is doing the work for you.
I'M IN →
I’ve done messaging work before — how do I know this isn’t just another version of what I’ve already tried?
Most messaging work focuses on describing what you do. UNCATEGORY focuses on what you mean. We’re not just helping you sound clearer — we’re helping you build a message that redefines your category, changes how people see your work, and makes every piece of content more potent because it sits on a sharper foundation. This isn’t just polish. It’s positioning that creates pull.
Will this actually help me sell more?
Yes — but not by handing you a few cute taglines and telling you to “show up more.” We’re showing you how to create a message that does the heavy lifting for you. One that turns strangers into hell yes clients, eliminates the need to over-explain on discovery calls, and clarifies your value so precisely that price objections shrink and conversions rise — not because you’ve worked harder, but because your words hit deeper.
I already know what I do — I just need help communicating it better.
Perfect. That’s exactly where we come in. You bring the substance, the vision, the depth — we’ll help you package it in language that travels further, resonates faster, and finally does justice to the calibre of your work. This isn’t about inventing something new. It’s about making what’s already brilliant undeniable.
Is this for me if I’m not super visible or established yet?
If you’re early in your business but you already know you’re building something different — this will help you skip years of content fatigue, trial and error, and positioning that doesn’t stick. And if you are established but feel like your message hasn’t caught up with your growth, this will sharpen your voice, centre your brilliance, and make sure your audience hears you exactly as you intend.
I’ve taken content strategy programs before. How is this different?
This isn’t content strategy. It’s message leadership. Content strategy is what you do after your message is clear. UNCATEGORY gives you the foundation that makes strategy actually work — so you’re not churning out content that sounds good but doesn’t connect. When your message is sharp, your content becomes inevitable.
Most messaging work focuses on describing what you do. UNCATEGORY focuses on what you mean. We’re not just helping you sound clearer — we’re helping you build a message that redefines your category, changes how people see your work, and makes every piece of content more potent because it sits on a sharper foundation. This isn’t just polish. It’s positioning that creates pull.
Will this actually help me sell more?
Yes — but not by handing you a few cute taglines and telling you to “show up more.” We’re showing you how to create a message that does the heavy lifting for you. One that turns strangers into hell yes clients, eliminates the need to over-explain on discovery calls, and clarifies your value so precisely that price objections shrink and conversions rise — not because you’ve worked harder, but because your words hit deeper.
I already know what I do — I just need help communicating it better.
Perfect. That’s exactly where we come in. You bring the substance, the vision, the depth — we’ll help you package it in language that travels further, resonates faster, and finally does justice to the calibre of your work. This isn’t about inventing something new. It’s about making what’s already brilliant undeniable.
Is this for me if I’m not super visible or established yet?
If you’re early in your business but you already know you’re building something different — this will help you skip years of content fatigue, trial and error, and positioning that doesn’t stick. And if you are established but feel like your message hasn’t caught up with your growth, this will sharpen your voice, centre your brilliance, and make sure your audience hears you exactly as you intend.
I’ve taken content strategy programs before. How is this different?
This isn’t content strategy. It’s message leadership. Content strategy is what you do after your message is clear. UNCATEGORY gives you the foundation that makes strategy actually work — so you’re not churning out content that sounds good but doesn’t connect. When your message is sharp, your content becomes inevitable.
I’m multi-passionate and struggle to narrow down what I do — will this help or just make me feel more boxed in?
UNCATEGORY was made for the multi-dimensional ones. The creatives, polymaths, synthesizers and rebels who refuse to be flattened by a tagline. We’ll help you find the message that threads it all together — not by simplifying who you are, but by giving language to the core truth that drives it all. You’ll sound clearer without being smaller.
I’m burnt out from showing up constantly online — will this help me take a step back without losing momentum?
Absolutely. In fact, that’s kind of the whole point. We’re building messages that spread, not just “perform.” You’ll walk away with a message that keeps working even when you’re not. One that moves through word of mouth, client conversations, content libraries, and community — without you needing to constantly wave your hands to be remembered.
Can I really figure this out in just 5 weeks?
You won’t just figure it out. You’ll see your work in a way you can never unsee. And yes — it will happen faster than you think. Because we’re not adding more noise, we’re subtracting the confusion. This process has helped hundreds of business owners make more sales, feel more creative, and finally say the thing they’ve been circling around for years — in just a few conversations.
What if I need more support or feedback after the program ends?
You’ll have lifetime access to the materials, and options to continue working with us or inside our wider communities if you choose — but our goal isn’t to create dependence. It’s to build the kind of clarity that sustains itself. You’ll leave UNCATEGORY with a message that doesn’t just sound good. It carries your business forward.
Why is this priced at under $299?
Look, we could charge $1000+ for this (and honestly, it would be worth it and we really considered doing that). But we're not just building a program — we're starting a damn revolution in how people talk about their work. Each of us has served countless entrepreneurs with this exact problem and it usually boils down to the same thing, the way we’re taught to market doesn’t make sense for the world we live in now. This founding cohort price is deliberately accessible because we want rooms full of visionaries ready to turn industry messaging on its head. And yes, future cohorts will pay $499, so consider this your reward for being an early believer.
UNCATEGORY was made for the multi-dimensional ones. The creatives, polymaths, synthesizers and rebels who refuse to be flattened by a tagline. We’ll help you find the message that threads it all together — not by simplifying who you are, but by giving language to the core truth that drives it all. You’ll sound clearer without being smaller.
I’m burnt out from showing up constantly online — will this help me take a step back without losing momentum?
Absolutely. In fact, that’s kind of the whole point. We’re building messages that spread, not just “perform.” You’ll walk away with a message that keeps working even when you’re not. One that moves through word of mouth, client conversations, content libraries, and community — without you needing to constantly wave your hands to be remembered.
Can I really figure this out in just 5 weeks?
You won’t just figure it out. You’ll see your work in a way you can never unsee. And yes — it will happen faster than you think. Because we’re not adding more noise, we’re subtracting the confusion. This process has helped hundreds of business owners make more sales, feel more creative, and finally say the thing they’ve been circling around for years — in just a few conversations.
What if I need more support or feedback after the program ends?
You’ll have lifetime access to the materials, and options to continue working with us or inside our wider communities if you choose — but our goal isn’t to create dependence. It’s to build the kind of clarity that sustains itself. You’ll leave UNCATEGORY with a message that doesn’t just sound good. It carries your business forward.
Why is this priced at under $299?
Look, we could charge $1000+ for this (and honestly, it would be worth it and we really considered doing that). But we're not just building a program — we're starting a damn revolution in how people talk about their work. Each of us has served countless entrepreneurs with this exact problem and it usually boils down to the same thing, the way we’re taught to market doesn’t make sense for the world we live in now. This founding cohort price is deliberately accessible because we want rooms full of visionaries ready to turn industry messaging on its head. And yes, future cohorts will pay $499, so consider this your reward for being an early believer.
Your questions answered, and then some.
let's fucking go, really, though
This is a full-scale redefinition of how businesses articulate, embody and lead conversations that shape their industries. It's THE place for business owners, creatives, and leaders who know their work matters— but don’t yet have the language to make it land with the weight it deserves.
Lois will lead the foundational work: extracting shaping, and owning your core message & UNcategory. Xanthe will lead the implementation: turning that into community, visibility, and movement.
[ alright, let's actually fucking go ]
It’s not just “messaging” as in positioning and copywriting. Not as it’s always been taught.
Because traditional positioning starts from the outside in —“Find a gap.” “Differentiate yourself.” “Stand out.” Which makes it feel like you’re already behind. Already in a fight to prove your place.
We’re flipping that. This is messaging, personal branding and leadership — not just how to describe what you do, or even simply be the face of your brand within your industry, but how to shape the conversation around how (and why) you’re changing the game.
Not competing. Not comparing.
Becoming the reference point.
It’s turning your business into an undeniable force through language, movement, and cultural momentum. And for the first time, we’re putting a full system behind it.
Not just the what, but the WHY AND how.
Because traditional positioning starts from the outside in —“Find a gap.” “Differentiate yourself.” “Stand out.” Which makes it feel like you’re already behind. Already in a fight to prove your place.
We’re flipping that. This is messaging, personal branding and leadership — not just how to describe what you do, or even simply be the face of your brand within your industry, but how to shape the conversation around how (and why) you’re changing the game.
Not competing. Not comparing.
Becoming the reference point.
It’s turning your business into an undeniable force through language, movement, and cultural momentum. And for the first time, we’re putting a full system behind it.
Not just the what, but the WHY AND how.
