There’s a specific kind of lonely that comes with building something that doesn’t have a name yet.
Not the lonely of being misunderstood (though that’s definitely part of it). More like the lonely of standing in a room full of people doing recognizable things and holding something in your hands that you can’t quite describe yet, even to yourself.
That was me about two and half years ago. Calling myself a business astrologer. Making slide decks. Booking chart readings. Doing the thing that made logical sense given what I knew and what I could offer.
And quietly, slowly, feeling like I was wearing shoes that were two sizes too small.
The readings weren’t bad. They were actually pretty good.
I’d pull someone’s chart, walk them through their vocational placements, show them what their career path could look like based on their design. People left with information. Real information. The kind that takes time to integrate.
But then they’d disappear.
And I’d sit there thinking…okay.
But what do you do with it? What’s the next step? How does knowing your Mercury is in Aries change the way you write your sales page on Tuesday morning?
I didn’t have an answer for that yet. Or rather, I had the answer but I hadn’t built the container for it. So I kept booking readings. Kept making slide decks. Kept doing the thing that felt like a fraction of what I was actually capable of.
The other thing that was happening (and this one stung more than I expected) was the way people responded when I introduced myself.
I’m a business astrologer.
And almost every time: oh fun, can you guess my sign?
I want you to sit with that for a second.
You wouldn’t meet an accountant at a dinner party and say oh fun, can you guess what my tax return looks like this year. You wouldn’t meet an architect and ask them to guess your floor plan. But say the word astrologer and suddenly you’re a party trick. A novelty. Something people are delighted by but don’t take seriously.
I had been a VP at a major media company. My resume covered sixteen years of building things, globally, at scale. I had skills that most people in my space couldn’t access. And I was introducing myself in a way that made people want to know their rising sign.
It wasn’t about ego. It was about the gap between what I was actually doing and what the label allowed people to see.
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The shift to embodiment architect didn’t happen overnight.
There were a few identity deaths along the way → names I tried on and discarded, versions of the work that were closer but still not quite right.
What I was looking for was a way to say: “I am not here to read your chart. I am here to architect your business around what your chart reveals about you.” Those are completely different things.
A reading gives you information.
What I do gives you a blueprint.
And the blueprint isn’t mine! It’s yours. Built from your Human Design, your astrology, the specific way you’re wired to lead and market and sell and create. I’m just the person who knows how to read the materials and draw the plans.
As soon as I started saying that — as soon as I stopped apologizing for the depth of what I actually do — something shifted. The right people started finding me. Not people who wanted their chart read at a dinner party. People who were building schools for psychics. Who were combining channeling with creative direction for photo shoots. Who were creating wellness-business-coworking hybrids that had no direct competitors because nothing like them existed yet.
Trailblazers. People doing things that don’t have a category.
People who felt, quietly, like they might be a little bit crazy for trying.
Here’s what I want to say to those people. To you, if that’s you.
You are not crazy. You are just early.
And the reason the standard frameworks don’t work for you is NOT because you’re doing it wrong. It’s because those frameworks were built for businesses that already have a map. You are making the map. You don’t get to use someone else’s directions. Sorry not sorry.
The lonely feeling:
the one that comes from not being able to find a competitor to benchmark against
from not being able to point to someone who has done exactly what you’re doing
That feeling is not a warning sign. It’s a signal. It means you’re building something that actually needs to exist.
I know because I’ve been there. I am still there in some ways. I have under a thousand followers on insta. I’m launching offers that don’t fit neatly into any existing category. I’m growing 200% year over year not because I found the right content strategy but because I stopped trying to fit my business into shoes that were never made for my feet.
The work isn’t finding your category.
The work is building a business so aligned with who you actually are that the category becomes obvious eventually…because you made it.
That’s what I help people do.
And to anyone who read this whole thing…hi! 👋 You’re my people. The ones building something that doesn’t have a name yet, doing it anyway, showing up for a vision that lives more clearly inside them than anywhere else in the world.
You’re not crazy. You’re not alone. And the thing you’re making? It needs to exist.
Keep going.
Katie MacLachlan is the founder of Be Good Guide™ and the creator of the Unbothered Business Blueprint™ → an operating manual for founders who are done building businesses that fit everyone except themselves.
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