F**k Business As Usual
a 6-week exploration of doing business during the times of the polycrisis
Nothing is normal.
And yet we are expected to act as if it is.
We are expected to continue our launches, our marketing, our sales pitches as if nothing is happening, and not even acknowledge the many crises facing us – from the climate collapse driven by capitalism, to wars and genocides… driven also by capitalism. We are expected to stay politely silent for fear of alienating our audience, or losing representation, of jeopardising our incomes, for fear of not knowing what to say, for fear of… being human.
We are conditioned to think that there is no other way, that we have to do it this way, or else.
If you’re a human who cares deeply about the world, you probably feel like you are in the Matrix. You can no longer sustain the extreme compartmentalisation that’s required to keep up with the charade… and yet you also have to work and earn money to survive all the above.
But what if we said, “f*ck this, let’s imagine otherwise!”
(An aside / context: I have been deeply inspired by Hana-Rawhiti Maipi-Clarke, New Zealand’s youngest MP, who went viral after performing a haka to protest a proposed law that would re-interpret New Zealand’s founding legal document, the Treaty of Waitangi. If you haven’t seen it, find the full clip. It’ll move you.)
This is not a course but an exploration.
I do not claim to have all the answers – I’m still learning and my thinking is evolving every day and I won’t pretend otherwise.
I also think there are no one-size-fits-all answers; “magical” solutions and “follow this five step plan to a six figure week” influencer courses are a symptom of a system that is no longer sustainable (has never been, really).
What I will do is guide your own unlearning and re-learning by providing selected readings, prompts and reflections based on my own exploration of this topic over the past two years. I will make it as manageable as possible while still providing plenty of substance.
This is a gentle exploration for those who know things could be different – have to be different! – but don’t know where to even begin. Think of it as a wayfinder map, a guide to inspire further exploration and re-imaginings.
How will this work?
Starting on 11th August, and over the course of six weeks, you will receive Monday emails with readings and prompts inviting you to think differently about running a business in these challenging times. These emails are designed to be easily digestible, but full of things to think about as you go about your week. After six weeks we will gather together on Zoom – a virtual campfire of sorts – for a group discussion.
Week 1: Imagine all the people…
Let’s remember that humans reimagined things all the time – and changed course when things didn’t work out, or if they simply changed their minds. History is not linear and we aren’t playing with “this is how things have always been done” anymore.
Week 2: WTF is…?
Let’s start unlearning things we think we know – like “there’s not such thing as an anti-capitalist business”.
Week 3: Redefining success
Let’s think about redefining what success means to us beyond the traditional metrics of infinite growth and endless hustle.
Week 4: Reimagining pricing
Money is a sticky subject at the best of times, and especially so now. Let’s flip the script and explore ideas of gift economies and more equitable pricing and see how you can use these ideas in your own work.
Week 5: Reimagining marketing
Modern marketing has evolved as a way to convince us to buy things we don’t need with money we don’t have. But it doesn’t have to be this way. How can we market ethically – and how can we infuse our human values throughout so we are free to speak about the injustices of the world without the fear of jeopardising our incomes?
Week 6: Bringing it all together
Let’s integrate what we’ve learned: some closing thoughts, inspirations and action points.
Closing live Zoom Session
Let’s gather! Building connections and communities is part of this process but this gathering is optional – it’s ok if you can’t make it, you will still get a lot from this experience.
On Monday 22nd September 2025 we will come together for a live Zoom conversation – part campfire to meet like-minded folk, part support circle, and part group mentoring. Two time slot options available to choose from: 11am-12.30pm and 7-8.30pm BST (UK time). Both will be recorded for those unable to make either of those.
Who is this for?
This is for small business owners, and all big-hearted humans interested in building better worlds. Whether you’re a photographer, a writer, a designer, an artist, a holistic practitioner, a coach… all are welcome, and there is rich learning to be had in exchange of ideas from different background and disciplines.
However this space is NOT for you if you are racist, ableist, ageist, Islamophobic, antisemitic, homophobic, transphobic… you get the idea.
Will you join me in this exploration?
The standard rate to join this iteration of F**k Business As Usual is £65. This is a one-off fee. If that’s unaffordable for you, you are welcome to the Supported Rate of £25 (a total of five spaces at the Supported Rate are available).
No questions asked or proof required, I only ask that you consider your financial situation, earning potential, and financial support from your network before utilising this option. I’m offering it not because I don’t need to earn money from my work – as a working artist and a single parent I very much do. I’m offering this as a small act of resistance against the capitalist norms that tells us that some people are more worthy of support than others.
If you are in the position to support others, I invite you to enrol at the Pay-It-Forward Rate. That extra money goes towards accommodating people who are unable to join at the Standard Rate, as well as future free and low-cost offerings.
Payments are handled by Stripe – a new checkout tab will open once you select your rate.