The distance between your strategy and results is the belief gap

For Ruckus Makers building category-defining businesses in climate, health, and impact. You're creating something new. I build the belief architecture that makes your category possible. 5 clients maximum.

are you an aspiring category king or queen?

Why categories fail to launch

You've raised capital. Built a product.Assembled a team.But the market doesn't believe. Yet.Not because your idea is wrong.Because belief is breaking at three critical layers.

Three belief gaps kill category creation:

  • Layer 1 - Internal Belief: Do you believe—at the identity level—that this category SHOULD exist? Or are you hedging? If you don't fully believe, your team feels it. The market feels it. Belief has a frequency.

  • Layer 2 - Team Belief: Does your team believe the market will adopt this category? Or are they going through the motions? Compliance builds products. Belief builds categories.

  • Layer 3 - Market Belief: Does your market believe this category solves their problem differently? Or do they see you as "just another X"? Categories die when the market doesn't believe the problem is real.

Most category design fails at Layer 1 or 2.
You can't build a category the market doesn't believe in. And the market won't believe in a category YOU don't fully believe in.When belief is strong at all three layers, category creation becomes possible. Early adopters evangelize. Momentum compounds.

Find where belief is breaking

This assessment is for Ruckus Makers who:

  • Run businesses doing $5M+ annual revenue

  • Are building a category that doesn't exist yet (not optimizing an existing one)

  • Have a team to support a lightning strike

  • Have raised capital OR are bootstrapped profitable

  • Are executing well but hitting a specific growth ceiling

Take 90 seconds to map your belief architecture across three critical layers: internal, team and market.You'll receive your Belief Gap Score and specific diagnosis of where belief is breaking—and why your category hasn't launched yet.

i built a category

in the hardest market to change

I spent 10 years building a category-defining brand in K12 education—the single most resistant industry to transformation.
The category didn't exist before I built it:Not "principal professional development," but a space for "Ruckus Makers" who want to "Do School Different."If the belief gap framework works in education, it works anywhere.And I've also realized that Ruckus Makers exist outside of education too.Rebels, innovators, those who refuse to accept the Status Quo.If that's you, I'd like to help.

learning super

trained by the best

As a student in Seth Godin's altMBA I won the Perkin's award for creating the most exceptional body of work. After graduating, I coached the altMBA for 6 cohorts.I'm also a Category Design Academy graduate. Trained by Christopher Lochhead and Eddie Yoon, the Pirates who literally wrote the book on category creation.The combination: World-class strategic thinking (altMBA) + proven category design methodology (Category Pirates) + 10 years building belief architecture in the hardest market (education).

The 90-Day Category Build

Strategic thinking partnership. Not consulting. Not coaching. Belief architecture.

Uncover where belief is breaking across all three layers — internal conviction, team commitment, market adoption.

Build category-defining clarity that makes competition irrelevant. You own a position nobody else can claim.

Close the gaps. Your team moves from compliance to commitment. Your market sees you as different, not better.

The 90-Day Category Build

What you get:

  • 3-month intensive strategic partnership

  • 2 × 90-minute strategy sessions per month (structured for momentum)

  • Complete category design: POV development, enemy identification, positioning

  • One Lightning Strike campaign designed and planned

  • Unlimited async messaging support with 24-hour turnaround

  • Handover playbook at end of 90 days (run the system forever)

Investment: $19,500 (PIF or $6,500 × 3 monthly payments).Why 90 days? Category creation requires belief BEFORE design.
Build belief architecture. Close the gaps. Design category + launch plan.You walk away with everything needed to evangelize and scale independently.

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ruckus makers

Weekly field notes on closing belief gaps, building categories, and creating movements. 840+ Ruckus Makers read this every week.