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I can’t stop thinking about it…

The vulnerability (and creativity) of launching a live group program.

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Hi friend,

I had every intention to sit down and write a piece about Valentine’s day for you today, but my heart just wasn’t in it. (The irony, lol.)

After writing some seriously uninspired lines about love and relationships, I figured there was just no point in trying to force it (this email series is called #transparenttuesday, after all!), and that I should just write about the one thing I can’t stop thinking about: 

Photo for testimonial from Page Kannor, Mental Health Copywriter

For what it’s worth, part of the reason I’m hyper-focused on PROJECT UGLY right now is that I’m in the middle of a live program launch for the first time in half a decade. 

I first started running my own online coaching business over a decade ago, when everyone was learning the science and art of digital product and program launches. So I followed the lead of my fitness friends and mentors (think: Molly Galbraith of Girls Gone Strong, Jonathan Goodman of the Personal Trainer Development Center, and Rob Sulaver of Bandana Training), and I did what everyone else did– I created live group coaching programs, and launched them with massive content-marketing campaigns. 

On some level, I always felt a bit like these big digital launches were probably more of a hassle than they were worth… but I was brand new to the world of digital marketing and product sales, and I very much enjoyed the creative process of learning and experimenting with marketing in real time!

Those first couple of years, I was a content machine.

Everything I created felt like the most important and vulnerable shit I had ever made, and I was fueled by passion (and the absolute certainty that the world needs this!) so I fully invested myself in every single launch.

I think I was living in Lisbon, Portugal when I decided I was done running live launches. 

The marketing push required for a time-sensitive launch just took too much out of me, and my audience was spread out across too many time zones (and income levels) to make it really feel worth it. So as much as I loved the energy of live group coaching, I switched my focus to private coaching and self-study courses.

All of this is to say that I haven’t been excited enough about an idea to run a live group program  launch for years— until, that is, I got the idea for PROJECT UGLY.  

Photo for testimonial of Alicia Burdick, CEO of Community Roots

To me, PROJECT UGLY feels like one of those magical ideas that I almost had nothing to even do with– as if I just happened to be paying attention when the universe was searching for someone to create it, so it got put in my hands. 

I was literally vibrating when the idea first occurred to me; every cell body was literally screaming “omg yes, this!” and I knew it had to be run as a live group program.

Since I got bit with the PROJECT UGLY bug, I haven’t been able to stop thinking about the importance of helping people understand how internalized patriarchy leads to self-objectification, self-silencing, anxiety, and low self-worth… and the power of teaching them how to break free from those patterns to reclaim their power, agency, and confidence.

So… there are still 10 days left to register for PROJECT UGLY, and I want you to join more than anything in the world. 

To address some of the issues I’ve had with getting people to enroll live group programs in the past, I’ve made the following adjustments:

  • To accommodate different time zones and schedules: 

  • I’ve made sure the course material itself is delivered in a “self-study” format, so that you can explore the webinars and worksheets at your own pace, and on your own schedule, every week. 

  • While there is a live group element (in the form of a weekly community Zoom call), I made sure you don’t have to attend those calls live to make the most of the program. The calls will be recorded and sent out to all group members, and everyone will have a chance to submit their questions to me in advance, so that you’ll still get your questions answered on the live call, even if you can’t attend live. 

  • To accommodate different budgets:

  • In order to make this program as accessible and supportive as possible for everyone, I’ve created two different membership levels, with a payment plan option for each. So you get to choose both the support level that best fits your needs, and the payment structure that best fits your budget.

  • I’ve set aside three “pay-what-you-can” scholarship spots to make sure money isn’t a barrier to this life-changing work. So if you need financial assistance to join, you can check out all the membership and payment plan details here, and shoot me a message to apply for one of the scholarship spots!

PROJECT UGLY starts February 26th, and I sincerely hope you’ll consider joining. 

That’s it for today!

If you’re unsure about whether PROJECT UGLY is a good fit for you, or you have any other questions about it, please feel free to hit reply and we can chat about it!

Yours in vulnerability and empowerment,


Photo for testimonial from Nikki, Software Engineer

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