Uncategory by Xanthe Appleyard & Lois McKenzie

1. Introduction to the Course

Uncategory is a 5-week messaging intensive built for leaders, creatives, and entrepreneurs who feel constrained by traditional marketing blueprints and crave a truer, more resonant way to communicate their work. Created and hosted by Xanthe Appleyard and Lois McKenzie, Uncategory is not just a course—it’s a cultural and psychological shift in how we position ideas and express what matters. It is designed for those who no longer wish to fit inside boxes or categories that don’t define them, and who are ready to unearth a powerful, magnetic message that can stand entirely on its own.

Unlike surface-level marketing templates or content calendars that prioritize virality over value, Uncategory centers on long-term traction built from clarity, cultural relevance, and the deep internal truths behind why someone does what they do. It encourages building an ecosystem around a message rather than a personality cult or an exhausting publishing routine. It emphasizes message-first growth, prioritizing alignment and resonance over algorithms or forced visibility.

2. Goals of the Course

The core purpose of Uncategory is to move participants from vague messaging and diluted marketing toward a sharp, category-defining identity rooted in truth and relevance. Participants don’t just “learn marketing”—they gain clarity on their deeper mission and how to articulate that in a way that attracts momentum and community.

Among the primary goals of the course:

• Uncover a core truth that is compelling enough to lead with, and bold enough to rally people behind.
• Build a language and manifesto that expresses ideas with conviction, resonance, and consistency.
• Understand cultural tension to unlock why some messages ignite movements while others fall flat.
• Create a message ecosystem—a space, structure, and strategy that supports visibility and engagement without requiring burnout.
• Release dependency on constant social media use as a form of growth or validation.
• Shape long-term clarity that empowers future decisions, content, offers, and collaborations.

3. Content Overview / Modules Breakdown

Week 1: The Core Truth

The course opens by helping participants uncover their most potent and foundational message. This involves identifying what they believe at their core, what they refuse to dilute, and how those beliefs can be translated into a compelling narrative. Instead of answering “What do you do?” participants begin to answer, “What do you believe that shapes everything you do?” The week culminates in the creation of a manifesto—an anchor for all future communications and offers.

Week 2: The Cultural Shift

In the second week, participants examine what’s currently happening in culture and within their audiences that either supports or resists their message. This phase is about uncovering the reasons people haven’t yet responded, and learning how to frame the message in a way that resonates on a cultural and psychological level. It teaches the skill of using truth, tension, and relevance to build momentum and urgency—transforming a message from static communication into a living, breathing movement.

Week 3: The Place to Land

Having clarified the core and understood the cultural context, participants begin to shape their message ecosystem. This means choosing and designing the channels, rhythms, and structures where their message can consistently live and grow. Emphasis is placed on sustainability, clarity, and purpose. Rather than defaulting to social platforms or email blasts, the course encourages building a tailored environment—whether a podcast, a gathering space, a visual identity, or a thought leadership platform—designed for true engagement.

Weeks 4-5: Feedback & Integration

The final two weeks of the course are about implementation, feedback, and refinement. Participants present their messaging strategy, receive real-time input, and iterate on their work with guidance from Lois, Xanthe, and peers. These weeks are critical for testing the message, identifying gaps, and gaining the confidence to launch it into the world. This is where the internal clarity becomes external impact.

Bonus: Messaging Tools & Templates

In addition to live sessions and recordings, the course includes workbooks, scripts, and frameworks that help translate insights into action. These tools are reusable, customizable, and designed to help maintain message consistency and confidence long after the course concludes.

4. Benefits of the Course

The transformation participants experience through Uncategory is multi-dimensional. Benefits are not just strategic or professional—they are emotional, relational, and even spiritual. Among the key outcomes:

• Clarity and conviction in messaging that enables consistent visibility without second-guessing.
• A sense of alignment between what someone does and how they express it.
• Tools to lead conversations in their industry, rather than following trends or reacting to the algorithm.
• Community insight through shared feedback, reflection, and interaction with others who are committed to intentional messaging.
• Freedom from hustle culture and permission to grow at a human pace with depth and integrity.
• Confidence to move forward with launches, collaborations, and visibility strategies that feel true and energizing.

5. Target Audience

Uncategory is intentionally designed for individuals who are ready to lead with truth, not trend. While the language and format of the course speak most directly to creatives and service-based entrepreneurs, the frameworks are applicable across industries. The course is best suited for:

• Creative entrepreneurs, artists, writers, and coaches seeking message clarity.
• Consultants and facilitators who want to distinguish themselves without relying on tactics they dislike.
• Brand builders and business owners in transition—those who are rebranding, repositioning, or reclaiming their identity.
• Purpose-driven professionals who feel disconnected from their current marketing approach.
• Those building audience-centric businesses or thought leadership platforms.
• Leaders who are no longer interested in being “everything to everyone” and want to carve out their own lane.

The course welcomes those who’ve done the inner work and are now ready to bring that internal clarity into the external world—through messaging, community, and leadership.

6. Conclusion

Uncategory is a response to the growing hunger for authenticity, resonance, and meaning in how we speak about our work. In a noisy digital landscape where superficial strategies often drown out depth, this course invites participants to reclaim their voice, define their space, and create from the inside out. It is not a marketing funnel or a system to beat the algorithm. It is a guided return to truth—your truth—and the expression of it in a form powerful enough to attract, unite, and evolve with the people it’s meant to reach.

Over five intensive weeks, participants are not just given lessons—they are equipped with clarity, frameworks, and support that set them apart in their field. The course is not about standing out by being louder. It’s about being unmistakable by being clear, grounded, and culturally in tune.

If you are ready to stop asking, “How do I get attention?” and start asking, “What am I here to say?”, then Uncategory is for you. It will challenge you, ground you, and ultimately liberate you from the categories that never fit to begin with.

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