It’s not about pretending to know everything.

And your beliefs don't have to be set in stone...

Marketing 101 says: “Pick a side.”

Be polarising. Say the thing that compels the right people and repels the wrong ones.

But, if you’re anything like me, your truth isn’t always quite so black and white.

What if you don’t just hold beliefs - but juggle a whole frickin constellation of paradoxes depending on the situation that day, the circumstances, the vibe, your mood, or the fucking moon?

This is something I’ve wrestled with for years - not just as a marketer, but as an imperfect human who holds often contradictory beliefs - oh, internal conflict, that’s what my therapist used to call it.

But the thing about beliefs is that they’re fluid (if you let them be).

They don’t have to be set in stone. They don’t need to be tattooed on your forehead to be real. Sometimes they’re meant to move. To stretch. To contradict and collapse into something new entirely.

And obviously context often dictates which belief will ring the most true given the circumstances.

Take Marcus Aurelius, for example. The guy gets dragged by some scholars for being contradictory in Meditations, (I read one article that called him ‘wishy washy’ - like, really?!)

Quick side note - I’m writing this in my dressing gown and really can’t be arsed to go find quotes - lazy, yes - but for the sake of simply getting this post out - not so much, You’ll forgive me - go read Meditations!

Sometimes he’s like, show up, do what you were born to do, pursue your goals. And at other times he’s like, let go, don’t force it.

To anyone expecting a rigid, clean worldview - this looks like a contradiction.

But it’s not. It’s contextual wisdom.

Marcus knew some days require a fire under your arse. Others, surrender.

The trick is knowing which moment calls for what.

That’s exactly how I roll with belief.

But some people are terrified of being seen as hypocrites.

We’ve been conditioned to believe that once you say something publicly, you’ve locked yourself in. That if you later say something that contradicts it - or even just evolves - it means you’re “incongruent.” Or flaky. Or fake.

But you’re allowed to change your mind.
You’re allowed to grow, evolve, shift perspective.
You’re allowed to hold two seemingly opposing truths at once and still be in integrity.

Because congruence doesn’t mean consistency for the sake of it.
It means being in alignment with your current truth, your current knowing, your current context.

What’s hypocritical is pretending you still believe something just to stay “on brand.”
What’s real is owning that you're a living, breathing, learning being with depth and nuance.

So if you’re afraid of being seen as a hypocrite - give yourself a break.
You’re just expanding.
And expansion often looks like contradiction to people who only know how to live in binaries.

I’m witchy. No secret there. I practice. I manifest. I believe in energy, spirit, and the soul-deep pull of connection across all things.

And yet - I’m also logical. I can unpack the psychology behind belief systems in my sleep. I understand why people believe what they do. I understand confirmation bias, the role of cognitive dissonance, and how easy it is to bend logic when you really want something to be true.

I mean - I go on paranormal investigations.

I’ll walk into a cold, echoing building with EMF meters and spirit boxes and the full Scooby-Doo set-up. And in the next breath, I’m the one debunking the weird noise in the corner that turned out to be a radiator clicking. (Sorry not sorry).

Because I want to believe. I want it to be real.
But I also want the fucking truth.

And that’s the other trick here - holding onto the truth in the moment, no matter what.

You might live in that grey area - the one where logic meets longing.

But if you’re aware of that, you’re already winning.

Because what most people do - they want to believe something so badly they’ll contort logic to justify it.

Which is part of selling 101.

Make someone want something badly enough - convince them it’s what they need - and you’ve got them emotionally. Then they’ll use ‘logic’ to back it up, but by this time it’s confirmation bias. They’ve got their brains looking in every nook and cranny for the evidence needed to support their emotional response.

And… that’s never sat well with me.

Because what we think we need often conflicts with what will actually move us toward what we truly want. Or vice versa. What we think we want conflicts with what we really need.

And I won’t be responsible for selling my services to those who need something else entirely.

That’s a belief that never changes. That’s a value I hold.

A core value is a belief that is firmly rooted in your integrity and never wavers.

And your other beliefs, they can sway in the wind depending on which way it’s blowing.

If you’ve read The Universe Doesn’t Give a Flying Fuck About You by Johnny B. Truant, you might nod along thinking, ‘yes, exactly’, like I do to this -

“The universe doesn’t hate you, but it doesn’t love you, either. You’re just an atom in its infinite workings. The universe doesn’t care if you live, die, suffer, or thrive. Whatever your life here will mean is up to you.”
— Johnny B. Truant

But later that night, I’ll be speaking intentions into water under the full moon.

Both things speak truth - to me.

Not because I need it to be true in the scientific sense, but because I want to anchor into something that transcends logic.

And maybe that’s what belief is - an anchor.

A placebo with punch.

And placebos work. Even when people know they’re placebos. That’s mental, right? That even when you’re in on the “lie,” your body still responds like it’s real. Because your subconscious isn’t a critical thinker. It doesn’t filter out what’s “true.” It accepts. It absorbs. It acts.

And your subconscious is running 95% of the show.

So it stands to reason that if we believe we're awesome and on the road to success and feed ourselves all the right belief data - the vehicle of the subconscious will take us to where we need to go (probably with a few breakdowns and oil changes along the way). But still moving forwards. (Oooo - read Psycho-Cybernetics by Maxwell Maltz)

Feed your subconscious a steady drip of beliefs that actually serve you, even if they sometimes contradict each other - you’re going to be more likely to end up where you want to go.

That’s why I’m more interested in alignment than absolutes.

That’s why my work doesn’t box people into “messaging formulas” or “engagement hacks.”

Because if you’re a whole, multidimensional human who holds paradox in one hand and purpose in the other - you need space to be everything you are You need support that honours both your magick and your mind. And your paradoxical beliefs.

We’ll call this the subtle art of belief-informed business, shall we? Shall I TM it? I should Google it first in case I’m unwittingly plagiarising….

It’s not about pretending to know everything. It’s about being rooted in your truth and integrity, and knowing what beliefs move you - and using those to call in the people you're genuinely here to serve.

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