I want to talk about the evolution of your offers. What you’re actually selling — and then delivering — to your tribe.
Because there are some people who have an offer or a program they sell consistently, for years, and they never change the name, never change what’s in it, and they can have success with that for quite some time. And then there are others — I’m included in this one — where the offer, the name, the delivery, what’s in it, all of it evolves over time.
And I really believe it’s tied to the type of business you have. But it’s not just the type of business. It’s your divine design.
If you’re fairly new here: I took the Human Design core system and developed it into something I call the IGNITE Her Frequencies. It’s a blend of many things — Human Design, the I Ching, decades of my own personal growth and development, my study of Bob Proctor’s work and being mentored by him, and Dr. David Hawkins’ work on frequency. The IGNITE Her Frequencies are all about the major uniqueness each of us carries in our design — the perfect self-expression we’re here to bring into the world. And we’re meant to do it in very different ways.
So there’s no one right way to have a business. There’s no one right way to have offers. What matters is that you understand yourself and the mission you have.
It’s tied to your design
For me, as a 2/4 profile — and so many other aspects of my design — I know I’m here for a mission-driven business, not a how-to business.
Let me give you the opposite of my design. Say I’m a baker. I’ve got a baking show, baking classes, and I teach people the step-by-step of how to make this cookie or that cake. If I have a signature recipe that people come to me for, that’s not changing. I’m going to teach the how-to of that recipe the same way forever. It might have some evolution — everything evolves — but not much.
That’s not my design. And it’s not that someone with a business around food can’t be mission-driven — they absolutely can. Mine is just different. I’m not meant to teach something that’s recipe or cookie-cutter. It’s the opposite. My mission is to help women see how unique their designs are, to step more fully into their own inner authority, to cast out the paradigms and limitations and stories that have held us back for centuries. It’s all to IGNITE Her — the two words of my brand. That’s the method that actually is step-by-step: we are here to IGNITE Her. Your highest self. Your highest potential. Your perfect self-expression.
That’s been my mission since I started, back in 2017 when I was becoming a life coach. Here we are in 2026, and the passion, the mission, has never changed. But the how — what I offer, the intellectual property, the tools, the frameworks — has evolved over time. As it must.
Because if you’re listening to this, I’m assuming you also have a transformational business. You’re a guide, a mentor, a healer — whatever you like to call yourself. There are a lot of titles, but the essence is that you’re a transformational entrepreneur. And a transformational business is only limited by where you are in your own growth. So as you grow, as you transform, as you move into your next level, you evolve what you’re teaching, how you’re teaching it, and who you’re teaching it to. And in that evolution, you evolve what you offer.
The guru distraction
Here’s what’s fascinating to me. Over almost 10 years of doing mission-driven work, I’ve absolutely gotten distracted by the gurus — the ones who tell you what works and what doesn’t. That to have a successful business you need to be practical. You need a solution to a problem. It has to be solution-and-problem focused, this deep need for practical and how-to.
And a lot of us believe that’s what sells on the internet. You know what? It does. It absolutely sells. We’re all buying it nonstop. But that’s not necessarily what we’re here to deliver.
My three offers — that’s it
Let me show you how this looks in my own business. I have three offers. That’s it. Three.
The first is $79 for the whole year — I’ll probably change that price point. It’s a way to help women get a kickstart onto Substack, and then every month I do a review of how I’m using Substack, what’s new, and how to leverage it as your soapbox for your transformational work. Seventy-nine bucks gets you started.
The next level is the Red Rebelle Room — $399 for the year at the time of this recording. That’s the initiation into the IGNITE Her Frequencies, into the inner work and the inner rebellion. You still get the monthly Substack review, but you also get a monthly IGNITE Her Frequencies workshop. The one we just did was the New Era Leader. The one I’m doing in August is all about the background frequency we’re operating in — the daily transit — and how to leverage it with your unique design.
Because my work is not for everyone. Yes, I could teach you business strategies all day long — it’s in my DNA. But that’s not my mission. My mission is to help women understand that it’s the inner work, the actual understanding of their divine design, that changes everything.
And so my next offer up from the Red Rebelle Room is IGNITE Her University, where people become certified in the IGNITE Her Frequencies — the methodologies, the frameworks, the tools — so they can go spread the inner rebellion. Of course I help people with their business inside the University. But business is actually quite simple. We overcomplicate it completely. It’s really about understanding ourselves, our mission, our message — and getting the courage and conviction and clarity to go be out there on our soapbox.
One offer, for a very long time
I’m sharing this because getting to where I am today was a long evolution.
IGNITE Her University — my year-long... I don’t even like to call it a program. It’s not a program. Some people have been here for five years. It’s a way of living. It’s a community. It’s a mission. I started it in 2020, so it’s six years old — and for the first couple of years, it was the only offer I had. Just IGNITE Her University. And it looked very different than it does now. Of course it evolved, because I evolved. I’m not the same person I was in 2020. I don’t even recognize her. So of course my offers evolved and adapted and shifted with the growth of me. As will yours.
Then, over time, I added what my mentor Kelly Roach calls a trust-building offer — something that gives people a taste, a feel for what the community is about, so they can decide: is this for me, or not? Because your mission is not going to be for everybody.
Now, I’ll be honest — I don’t think you need a trust-building offer right away. It can actually be a detriment when you’re just starting. You’re better off having your one main event — your one-on-one or your group program — as your only thing, so you’re not confusing people. Get the experience, get the testimonials, really work with others first. Then build a trust-building offer into the main one. That’s my two cents. It’s not the only way — you’ve got to use your common sense and your intuition. But keep it simple. Because confused minds say no. And if it’s complex to deliver, you’ll burn out too.
The offer that sold 400 people — and still had to go
So a year ago, I added my trust-building offer. Remember, I’d been running the one program for over six years. And everything’s a test. Everything.
I tested something called IGNITE Her Lab. It made sense — we’ve got IGNITE Her University, so, the Lab. The premise: come in, learn some of the IGNITE Her frameworks to help you with your marketing. That was the whole focus. Come in, we’ll help you with your marketing.
And it didn’t work.
Now, it worked in the sense that we sold a ton of it — 400-and-something people into IGNITE Her Lab over the year. But it didn’t work as a trust builder. It became a landing spot. People loved it. They loved learning the IGNITE Her Frequencies. But they weren’t progressing into the University, which was the entire point of the offer. IGNITE Her Lab was never meant to be the destination. It was meant to be a stopping point — to see whether this was the community they wanted to go deeper into.
Some of that was structural. There were team challenges. I think it could have worked better with the right team and the right structure around the upsell from the Lab into the University. But here’s what I really realized: the structure kept people comfortable and not moving forward in their mission-driven work. And that’s not my goal.
Earlier this year, I felt it more deeply — more on fire — that I’m here to help the IGNITE Her mission get out into the world in a bigger, bolder way. I wasn’t here just to help people with their marketing. IGNITE Her Lab was basically a Human Design, IGNITE Her Frequencies marketing school — and it wasn’t big enough for the mission.
Watch and observe who comes in
So I made a shift. And this is what I really invite you to do.
You have to have clients and a community to start seeing what’s working and what’s not. You have to observe your community so you can co-create — because we are here to co-create our offers, our teachings, our trainings, our community. We evolve it by co-creating with our tribe. Not with the people who aren’t right for us. With our tribe.
What became clear to me is that I needed to rally my people better. Offering a lab that helps with your marketing messaging using the IGNITE Her Frequencies will attract a lot of people — but not everyone who’s my tribe. Calling out to my tribe directly is how you do it. So the Red Rebelle Room is the next evolution of the IGNITE Her Lab, because it calls directly to my person. I don’t want someone coming into our world who isn’t interested in the inner work and the inner rebellion that has to happen for us to become the transformational entrepreneurs we want to be.
The evolution from IGNITE Her Lab into the Red Rebelle Room was very much by design. It was to call in our people more specifically — and to shift away from the people who were just looking for a solution to their business.
I teach my clients in the University how to do this exercise, and it’s so powerful. Especially when you launch. A launch is driven by marketing, messaging, ad copy — and by the offer you’re making. So after people come in, you watch and observe. Who is 100% the person you really want in your world, and who isn’t the best fit? You learn from it. So the next time — the next launch, the next round of messaging, the way you structure and name and position your offer — you’re doing it for the people you’re trying to bring in.
IGNITE Her Lab, positioned as a marketing and messaging school using Human Design, attracts a very different person than the Red Rebelle Room — women who are here to fight the inner rebellion of the new era and step into feminine leadership by doing the inner work. Do you see the difference? It’s massive.
Your tribe is there for the evolution
I’m sharing this to invite you into a perspective: we are here to evolve our offers, and what we do inside them. It has to evolve as you evolve — because you are the new era leader, leading your tribe.
So you’d better make sure you’re bringing in your tribe. And you learn how by continuously evolving your message and your offer, refining it with actual evidence. You bring people in, you see who’s your tribe and who’s not, and you keep evolving to bring in more of the right people. Then you do it again. This works. It works so well. But you can only do it in action — by actually working with people, making offers, and evolving those offers.
Don’t be afraid to do that. The people who aren’t your tribe will say, “Why is this changing? Why does this keep evolving?” Not your people. Your tribe will say, “Oh my gosh, this is so exciting — yes, this is exactly how I feel, and I can’t believe we’re going here next.” That’s your tribe. As you evolve, they’re there for it. They’re there for your next level of genius. They’re there to be part of the evolution and be transformed by it — versus the people with their feet in the sand asking why anything is changing at all.
That’s actually how you begin to weed out who is not your people. Because we are not for everyone. I’m not for everyone. You’re not for everyone. We are for very specific slices of humanity.
And here’s how your community gets better and better: when you have the right people in it. I’ve watched our community evolve in value because more of the right people are in it — people who want to give and share and do the inner work. We have fewer and fewer “gimme, gimme, tell me the step-by-step” people over time, because we’re attracting the ones who know it’s the inner work that actually works.
Even the names have to evolve
It even happened with our certification. You’ll notice you go from complex to simple the more you execute on something.
Our certification program was originally called the IGNITE Coach School. But as the new era came forward, the word “coach” and the word “school” started to feel too rigid, too limited. Because it’s not about being a coach, and it’s not school — it’s not step-by-step. So it evolved into people becoming an IGNITE Her Guide — taking the IGNITE Her Frequencies and becoming certified. And even the certification is flexible and fluid and non-rigid, all by design.
This isn’t scattered — “oh, maybe I’ll try this, now I’ll try that.” It’s intentional. On purpose. Over time. I couldn’t, with integrity, keep calling something the IGNITE Her Lab or the IGNITE Coach School when that’s not what it was anymore. But that doesn’t mean calling it the IGNITE Coach School was wrong to begin with. Not at all. It’s part of the evolutionary process. And you’re going to go through it too.
Why Amy Porterfield walked away from a decade-long offer
In fact, the real risk is digging your feet in and refusing to change.
Think about someone like Amy Porterfield, who ran the Digital Course Academy for a decade — and stopped offering it. The whole method of creating a course and selling it in an evergreen funnel with a webinar has changed so dramatically. I’ll never say it doesn’t work, because there are absolutely versions that still do. But has the landscape completely changed with AI and the new era? Yes.
Amy Porterfield is a very practical, by-the-book, step-by-step person. And even she changed her business model and her main offer, because the market changed. Things are evolving. People are evolving. Businesses evolve. Markets evolve. We evolve. It’s all part of the process. And if you resist it, you’re going to have a really hard time doing your legacy work.
Nothing has gone wrong
So be open to the evolution — of your offers, your message, your business, your structure, your community. I hope this gives you freedom and permission to be exactly where you are right now.
Keep your ear to the ground. Keep your finger on the pulse of your community. Keep growing and evolving. You will be guided to the next step, to the next thing you’re here to do. It will all become clear — I promise you. But you’ve got to take the action, and you’ve got to be in co-creation with your people.
Look at the evolution of our own journey. We’ve really streamlined — we’ve kept our offers simple, and they feed into each other. The Substack Soapbox gets people kickstarted — but not just anyone, my people. It gives them a taste of what we teach, and moves them into the Red Rebelle Room. In the Red Rebelle Room, they go deeper into the IGNITE Her Frequencies and the daily frequency — I do a daily podcast that the Red Rebelle Room is part of — and it either gets them obsessed with the Frequencies, or not interested. If they’re obsessed, they may become an IGNITE Her Guide and get certified through IGNITE Her University. That’s the whole process. And yes, it weeds people out. That’s a beautiful thing. That’s keeping it simple.
So here’s to your mission. Have the permission. Have the freedom. Take the action, and see what evolves. Nothing has gone wrong.
I’d love to help you take your mission to the next step — whether that’s developing your soapbox or getting into the inner work inside the Red Rebelle Room. The links are below. Come check it out, join us, and when you’re ready, consider becoming certified in the IGNITE Her Frequencies. Being an IGNITE Her Guide is exactly what the new era needs.
— Julie
