CREATIVE MOTHERF*CKERY.

Create Immensely Profitable & Remarkable Work By
Merging Art + Business for Superior Results.

Dear (Dormant) Creative Motherf*cker,

If you’re feeling called to ship more high-quality, soul-driven work that gets people thinking and talking — and you’re looking for a way to do it that’s faster, less effort, and more fun than ever before, this letter is for you.

On this page, I’ll share why merging Art and Business is the single strongest (and smartest) move you can make in this current digital age, as Artificial Intelligence emerges as a force in human consciousness.

In fact, I’ll explain how it will turn you into an untouchable operator in your marketplace that no one can compete with.

What I’m talking about is a simple (yet surprising) and profitable way to create your best work (yet), in half the time, while having 10X as much fun.

It’s called, Creative Motherf*ckery.

We’ll begin this page with a definition:

• Merging Artistic Expression with Commercial Production to create things that are both Remarkable and extremely Profitable.
• Crafting work with care, integrity, intensity and passion, so it’s instantly and unmistakably recognizable as your own.
• Sharing sincere thoughts and opinions from a place of unfiltered authenticity and emotional honesty.
• Using your individual human experience as a potent competitive advantage — delivering ideas, insight and wisdom like no one else.
• Disregarding convention and shattering expectations.
• Unleashing your inner genius; discovering the greatest ideas you never knew you had.
• And doing all of this fast, without needlessly suffering through the creative process.

I’ll tell you from first hand experience:

Creative Motherf*ckery is good great for business.

It’s what allowed me to rapidly rise up through the ranks of the hyper competitive copywriting game. And then to later build my own coaching and consulting business, working behind the scenes with some of the biggest names in the business.

It’s also been extremely profitable for my clients, pushing them onto new heights, doubling and tripling their businesses.

The reason is simple: like nothing else I’ve found, Creative Motherf*ckery attracts your True Tribe. That group of like-minded individuals who are a perfect fit for what you do. Those special few who deeply resonate with your work and become the spine of your business world. These are the people you are meant to lead to higher ground, who stick around for years.

Having the ability to attract these folks into your World is what I want for you.

Hence why I’m called to write this letter at this moment in time.

Right now, we’re passing through a moment where humanity (and specifically the world of business) is starting to see the wreckage of the first victims of AI washing ashore.

There will be many more casualties as the next few waves arrive.

My hope is this letter will save a few folks who pay heed to the message within.

Let’s start at the beginning.

THE GREAT REPLACEMENT OF HUMANITY

As I write this letter, the world is mindlessly drifting towards a reality where humans will (apparently) become obsolete.

We’re told (almost gleefully) by elitist experts and fancy technologists that the latest AI robots will be superior to humans in every way.

At that point, we’re told, the majority of humanity will hold no value. The bots will inevitably replace us, we’re told. And there is nothing we can do about it.

“Surrender!”

Credit: Lyon Kid Art

This mechanical revolution started in automotive manufacturing in the 1970s. It’s now come for the world of communication and media.

Images, words, audio, videos. The robots can now make it all.

And with the arrival of this revolution, some humans are rushing to replace other humans (writers, appointment setters, etc) with these AI robots.

In some cases people are happily replacing themselves, allowing The Matrix to turn their humanity into a low-grade, soulless sock puppet — devoid of spirit and presence — all in the interests of saving time and money.

This is a Motherf*cker who has checked out.

This is not the way.

If you’re thinking about (or have already handed) the keys of your creative thinking and output over to these robots, I want you to give me four minutes.

Consider what I have to say in this next section.

Now is not the time to replace yourself just to save mere pennies on the dollars.

Instead, now is the time to get rich by amplifying what makes you human: The Signal Within.

From where I’m standing, the smartest thing you can do right now is to double down on becoming a Meaningful Signal of Truth & Wisdom.

Here’s why —

THE BATTLE OF BULLSHIT
Trust As The World’s Most Valued Resource

Listen: I’m not gonna mince words.

We’re living through an age of information warfare. And we’re currently in the battle of our lives.

Society is drowning in bullshit.

Liars, Fakers, political mind controllers, sociopathic marketers, corporate propagandists, and professional bullshit artists are everywhere. Their low moral standards are pervasive and corrosive.

These self-serving bastards do not have the interests of Humanity or The Truth at heart. They are not here to serve. They are here to manipulate and control.

Worse yet: they’re dominating the airwaves. And their deception is only getting more sophisticated.

Deep fakes, voice replication, AI appointment setters, sock-puppet social media bots, machine generated articles by fake AI journalists.

We’re in the opening moments of the AI game and The Truth is already down 3-0.

These Liars fooled readers into thinking Fake AI-bot journalists were real people, so they could use free labor to harvest readers’ attention. They were caught and apologized. Telling.

Liars are gleefully discovering innovative ways to fool and deceive people into thinking AI-generated signals are coming from real humans.

Marketers have already created metrics for the rate of “AI detection” by humans on the other end. And of course, as marketers do, they’re optimizing them down, without a second thought to the consequences.

Central to their deception: wrapping a human identity around a robot’s output.

They know no-one would willingly listen to or follow a bot.

Our new reality: Everyone wants to send AI. No one wants to receive it.

Once someone discovers something is AI generated, they feel cheated.

Hence why the world is already waking up and starting to ask:

• “Is this even a real person I’m reading/watching?”
• “Is this video an AI fake?”
• “Did this person actually create this? Or am I being fooled?”

Trust in digital media is collapsing.

Enter the core principle of Trustability.

In email marketing, top pros emphasize Deliverability first over messaging. If an email isn’t delivered, it doesn’t matter how good the copy is. If no one gets a chance to read it, it’s all for naught.

Similarly, Trustability explains that if the message isn’t trusted to be from a source that’s believable and reliable (grounded in reality), it doesn’t matter how strong the message is. Even if they see it, they will disregard it.

The new phenomeon we’re seeing in this AI age: once people suspect something is created by AI, they not only discount the value of the piece, but they start to being to filter the entire source of messaging.

A message received by a client of mine. Naturally they were worried and came to me for help.

Worse: even a misdiagnosed suspicion is enough for someone to discount a source. People are starting to “hallucinate” AI and see it where it does not exist. Being the victim of an incorrect diagnosis is enough for readers to disregard everything you send.

This is why, back in 2023, I put a 100% Human Guarantee on all my work. Something that has been swiped, copied, shared, and revered by many since.

The signature at the bottom of all my emails.

This action wasn’t a “holier than thou” virtue signalling act. It was a pre-emptive safety precaution to protect the hard-earned attention of my audience.

I took action after noticing my own behaviour (and the behaviour of other discerning high-level folks) change once I discovered something I believed to be human-generated turned out to be machine-generated.

I felt cheated. Then I lost all trust in that source of media. My interest dropped off to zero.

I’ve shared this observation with many over the past 2 years. In response a few people have responded:

“But Ross, the tech will get so good that people won’t be able to tell the difference. It will get to a point where they will never know.”

I’ve no doubt the tech will become indistinguisable at some point.

Still, my belief is unwavering. This whole “no one will be able to tell” argument is a desired fantasy for people with the wrong priorities in business.

These people are excited for a low cost way of fooling strangers, instead of wondering what will build long-term profitable relationships (Lifetime Value, LTV) with human beings.

Until the bots have credit cards, that’s where the real wins will always be.

More: in the thought leadership and coaching space, you are intentionally bringing people deep into your World. You want these people to watch you extremely closely, across months and years.

They can see you. They come to know you.

They are not idiots.

The truth will eventually come out.

With that revelation, how do you think they will respond?

Will they trust you more? Or less?

Will they engage with your work more? Or less?

My observation thus far: people not only trust you less, but they start to question whether everything you’re creating is AI-generated — or to what extent.

SOUL-DRIVEN WORK vs
MACHINE-DRIVEN CONTENT

Here’s the thesis of my entire argument.

As the world is drowning in low-grade information and lies, people are starved for:

• Truth, Wisdom, and Insight.
• Human connection with Genuine people.
• Sources and Signals they can trust.

Look around. You can feel it.

People are abandoning their old ways of consuming information left and right. Mainstream media has fallen apart. Many previously trusted institutions are rotting from the inside.

Everyone is searching for new signals to tune into.

AI-tools have arrived at this exact moment.

With it’s arrival, people have started moving into two groups.

The first (and larger) group sees AI as a cost-reduction technology. A tireless source of free creative labor, intending it to replace their need to create something.

They are drawn to the tech’s ability to spit out content at blistering speed and minimal cost.

Their ultimate goal? Respond to the rising noise levels in their market by pumping out a larger volume of Machine-Driven Content. An endless stream of low-resolution, bite-sized nuggets providing an echo and imitation of something you once said that used to be good.

Not what the high-quality, discerning members of your True Tribe seek.

In my experience, high-quality clients aren’t searching for Artificial Intelligence. They’re searching for Real Motherf*ckers. Genuine Guides with actual intelligence, sharing Truth and Wisdom with Integrity.

In short: Soul-Driven Work.

So, while the robots are mechanically superior in some ways, there are some qualities they simply don’t possess:

1. JUDGEMENT: The AI bots are incredible at producing a quantity of ideas and content in record time. Yet, they cannot reliably discern what’s important to communicate. They can’t see which critical signals to select and broadcast. They cannot make judgment calls because they only have the context we give them, rather than an understanding of the detailed circumstances we always operate within.

2. ARTISTIC SENSE + TASTE: The robots are incredible at producing randomness and a wide range of options. They will offer you intriguing ideas and angles you may not have thought of by yourself. Yet they have no taste or sense of what must be expressed. They have no vision for the intended emotional outcome of any piece of work. They can’t decide what to include and exclude to make any piece fit for purpose. They require a human to provide feedback and direct output through many iterations to produce anything close to high-quality.

3. VOICE OF LEADERSHIP: They may be able to imitate your voice and string words together that sound like your verbal patterns. Yet, this will always be a parlor trick. An imitation. They cannot tap into new, inspiring, and authentic thought leadership based on your observations of the world around you. They are unable to sense and express the evolution and refinement of your own beliefs, values, and philosophy. More than that: have no connection to (or intuition for) what the tribe you lead needs or wants to hear.

4. A HUMAN EXPERIENCE TO RELATE FROM: True insight is based on lived experience. The bots can invent stories until the cows come home. They will never be able to look back through a series of life experiences and connect the dots in a way that authentically breathes life into your work. You’ve come through this world with all sorts of stories and tales about the wins and wars that have shaped you. This forms your unique perspective. It’s deeper than any bot can imagine, full of insight, wonder, wounds, and wisdom. Bots can imitate this. They can never replicate it.

These are the core qualities of Soul-Driven Work.

And for the right people, right now leaning into these provides a massive opportunity.

If that’s you, allow me to explain the advantage you secretly possess, but have not yet deployed.

CREATIVE MOTHERF*CKERY
The Merging of Art and Business to Unlock The Most Potent Competitive Advantage

Where Soul meets Sales and Resonance meets Results.

Before we deep dive into the merging The Merging of Art and Business for superior results, I want to address two points up-front.

As I’ve shared this conversation with my clients and others, two misunderstandings stop the *click* moment from landing.

Both stem from how society has conditioned people to think about the worlds of Art and Business.

From an early age, people are educated into the standard worldview: Art and Business as opposites. Diametrically opposed.

One is All Money, No Soul. The other is All Soul, No Money.

So, when I talk about the merging them together, for people who are heavily focused on businesses, it calls for them to integrate more Art into their business.

This brings us to our first poing: people hear this and think I’m calling for them to de-emphasize business growth for the sake of “The Arts.”

I’ve had a number of people say, “But Ross, I’m a business guy. This stuff about creativity, Resonance and Art isn’t useful to me right now. It’s not what I need right now.”

Listen: I’m not some hippy on some noble mission to save society from the evils of capitalism. That’s some art-school commie shit.

I’m not trying to look good by taking a morally superior position.

I’m talking about the best method I’ve found for achieving way superior business results. The genuine merging of these two world produces results that far outperform any sort of “funnel optimziation” techniques I’ve ever seen.

This is an ethical way to get rich(er) by creating amazing, unique, high-value work that other people willingly and joyfully pay for. And to create it in such a way where those people bond to you, becoming long-term members of your True Tribe.

This is what Apple does. This is what Disney does. This is what Basecamp does. This is what Tesla does. This is what Nike does.

It just so happens to also bring deep, meaningful, and impactful personal change to the individuals that engage with what I’m talking about, as they re-integrate Art + Soul into their work.

This can only be done by finding the harmony between the worlds of Art + Business.

The Tension between the two worlds can lead to sub-optimal results.

Still, we must acknowledge that these two worlds do exist in a state of tension. The natural order, if left unchecked, is for an individual (or organization) to be pulled too far in one direction.

When this happens, they experience sub-optimal business and liferesults.

This is what leads to the archetypes of The Starving Artist and The Constrained Creator.

Still it’s possible — nay, optimal! — to operate in the overlap, where the harmony exists. This is known as Creative Motherf*ckery and it’s what I’ve seen produce results beyond anything else I’ve found.

To understand why, let’s explore the second major point I want to address.

The core misunderstanding of what the world of Art actually represents.

WHAT IS REAL ART?

Let’s be real for a moment: the common usage of the term ‘Art’ has been bastardized.

People are quick to call anything Art, making real Art hard to discern to the uniniatiated.

Art has become synonymous with “the output of creative pursuits that have little-to-no financial merit.” Drawing, sculpting, film, theatre, dance, poetry, music, literature, painting, comedy etc.

All populated by bunch of hippies with deep money issues, who need government funding just to survive. A repulsive idea to most hard-charging, motivated entrepreneurs.

Yet, just because something was created in one of these domains, does that make it Art?

Of course not.

More: there are many pieces of work outside these domains that many consider to be works of Art by others.

Coffee nerds will regularly call a dedicated professional at their local coffee house ‘an Artist’ and mean it.

How does this make sense?

The wisdom of Leo Tolstoy has the answer.

Tolstoy, one of the greatest artists ever produced by humanity, is known as the author of some of the greatest works of fiction in existance such as War & Peace.

He also wrote another (shorter) less-well-known book: What is Art?

In it’s pages, he explores the struggle of society to define art accurately. He dives into how most intellectuals (of his time) over-emphasized Art as the domain of beauty and aesthetics. He believes this to be a fundamental mistake.

Instead, Tolstoy defines Art as:

“Whereas by words, a man transmits his thoughts to another, by means of art he transmits his feelings.

Art begins when one person, with the objective of joining another to himself in one and the same feeling, expresses that feeling by certain external indications.

It is a means of union among men, joining them together in the same feelings — and indispensable for the life and progress toward well-being of individuals and of humanity.”

– Leo Tolstoy

In short: Art is not about making things beautiful and aesthetically pleasing.

Art is about creating connection with others. It happens when the Artist uses “external indications” to transmit their genuine emotional experience to another with the intent of bonding together in that feeling.

Done sincerely, this creates the Resonance effect: where two objects, with the same Natural Frequency, vibrate together after one is struck by an external force.

What I’ve found: genuine Resonance is what makes people tune-in and care.

More: this is the exact problem businesses struggle with in this modern world of digital competition and noise.

The solution is not to pursue Art for Art’s sake — but to integrate your Art into your Business via Creative MF-ery.

The Creative Mofo Model, illustrating the Inner and Outer worlds of Art + Business, and where they meet for superior results.

BUSINESS AS AN ART FORM

Consider the following: someone describes another individual, who doesn’t operate in traditional “artistic” fields, as an Artist.

“He/she’s an artist when it comes to _______.” Happens all the time. People often refer to coders/programmers, salesmen — even a coffee someleier, in this manner. Regularly.

When this happens, we know what they mean. The description *fits* an makes deep sense, despite making little-to-no sense within the standard worldview of Art (beauty and aesthetics).

Look at the statement through Tolstoy’s definition of Art and it absolutely makes sense. The Artist is someone who’s transformed their profession, skill, or some activity into the “exertnal indication” for transmitting their feelings — the tool through which they connect with others.

This insight is the start point for turning your business into an Art Form. Where you can merge your skill, creativity, and personal expression to create things that are both commercially successful while connecting you to others.

To illustrate this concept more clearly, I’m going to show you some Art. Specicially a scene from The Princess Bride.

CONTEXT: If you’re like me and a child of the 80-90s, you’ve likely seen this movie dozens of times. It may not need an introduction.

If you haven’t seen it: this scene takes place between two of the main characters, Inigo Montoya (the Spanish dude with long black hair) and Wesley/The Dread Pirate Roberts (the dude in black with the mask).

Wesley/The Dread Pirate Roberts is on a personal mission: to save his beloved, Buttercup, who was kidnapped by Inigo and his crew.

Inigo, a master swordsman, has been left behind and tasked with killing Wesley to avoid further pursuit.

After being tasked with the murder, Inigio revealed to his boss that he will kill Wesley “left handed” to ensure the duel provides enough challenge.

Wesley, struggling to climb a cliff (in pursuit of the Inigo’s bandit crew), was honorably helped to the top of the cliff by Inigo honorably, in the name of getting their “fair duel” over with, sooner rather than later.

Our scene begins right after Wesley is helped up to safety.

👁️ As you watch: observe the themes of Identity, Individual Expression, Signature Style, Dedication to Craft, Emotional Resonance — and most importantly, Recognition.

This is a meeting of two Artists, driven by an internal sense of resonance, called to bring a reality into being. As they clash, they recognize one other for who they are. Motherf*ckers to be recognized, admired, and respected.

This gives more clues to the real characterstics of an Artist:

1. Mastery of Craft. They operate at a level beyond competence — their skill feels almost effortless, creating remarkable output based on deep experience.

2. Unique & Earned Perspective. They don’t just follow standard playbooks and other peoples formulas. They’ve found their own approach that others wouldn’t (or couldn’t) think of.

3. Signature Style. Their work is instantly recognizable. It carries a unique voice. An expression that is their own, used to deliver the transmission of their art. This hasn’t been manufactured for effect or replicated from someone else.

4. Care & Craftsmanship. Others can feel the care in their work. They’ve put thought into every choice, even the small details most people overlook, because those are the details that matter to them. This is how they believe The Work should be done and they wish to connect with others in that same belief.

5. Internal Resonance. They are driven to create their work by an internal force beyond commercial return. This is a function of their own true, authentic, lived experience and they wish to connect and share their experience with others. They are moved to create things because those things resonated with them. And when they create from this place it moves others because it creates resonance. This cycle elicits joy, admiration, and trust within everyone as they’re brought together in a union.

What makes something a (Resonant) Work of Art, including business creations, is not the domain in which it was created, but a piece of work that was created by merging:

1. PERSPECTIVE – The piece was created through the lens of an earned philosophy. A set of beliefs and principles the artist has forged through their lived experience, where their work is a tool to share that perspective about the world around them with others.
2. CRAFT – The work is executed with a sense care and craftsmanship, where attention to details is important. This doesn’t mean painstaking perfection. It does mean the important things are given more than their fair due.
3. EXPRESSSION – The creator used the work to express something they’ve felt with sincere emotion.

These qualities are independent of a work’s commercial appeal or usefulness. They’re as applicable to the iPhone as they are to the Mona Lisa.

Once you begin to merge the two worlds of Art and Business, you can being to create things that are both Remarkable and Profitable. That give you sense of Fun & Fullfilment, in addition to the Finances & Freedom you seek.

Case Study: My Business Intention

As an example of Creative MF-ery in action, let’s take my expression of the Creative Mofo Model itself.

After working inside the online education industry for close to a decade, and after creating the initial stage of my coaching business, I was moderately successful.

Yet, as I looked around, I felt something was wrong. I wasn’t progressing the way I wanted and upon reflection I could see the reason why.

I did not want what I saw other successful people in the space achieving.

A huge clients group, a coaching team, a sales call team, and then a management team to manage all the people.

That felt overly constraining. I felt a certain way about my life, my business, and myself as a particular type of individual.

I wanted something different.

And so I expressed those feelings in my Business Intention Doc »

As I shared this piece of work with others, it created Resonance. Many of these folks after reading it turned into clients, meaning it played the role of Commercial Production.

From there I began to create towards this vision, while communicating and expressing what I felt along the way about my journey.

The Cost of Forsaking Art in Business

Ok, so what is the opporuntity available to you if you integrate your Art into your Business?

For many folks, they may think this is a nice to have. In reality, not integrating your Art come with a huge cost baked in.

And that cost is greater than you might think.

For Taki Moore, legendary coach in the coaching industry, the cost of forsaking his Art turned out to be about ~$100k in new Monthly Recurring Revenue – every month.

Once he started integrating his Art into his business, he tripled the number of new clients he was adding, which resulted in a fresh $100k in new MRR being added every month.

Understand: this sort of performance increase isn’t something that any “funnel hack” or optimization process could ever unlock. This is only possibly by stepping into a higher state of creative output, by merging Art + Business to achieve Creative Motherf*ckery.

Taki having a blast banging out emails and “Conjuring” new clients.

THE STORY
Back in Jan 2024, Taki Moore was suffering in silence.

Despite being “The Guy” who coaches the biggest names in the coaching industry, he was secretly struggling inside of his.

From the outside, everything looked great.

Big profile, client roster was full, and profit was substantial.

Yet, inside, Taki was miserable. He was trapped in a cage of scale after scaling himself out of all the fun bits.

A big marketing team had crept up around him.

“Business felt big, slow, and not a lot of fun.”

More: every time one of *his own emails* hit his inbox, Taki felt a deep sense of shame.

“They were just s**t. I hated them. And they had MY name on them.”

That’s when Taki decided to do the opposite of what every “scaling” coach tells you to do.

He started writing for his business again.

Beyond that: he started ‘Creating Like A MF-er.’

For Taki, it started with writing. And then it began a cascade that Taki now calls his “Creative Mofo Reawakening.”

The response from Taki’s audience after he started Writing Like a Motherf*cker

18 months later, Taki has:

– Doubled and tripled the # of new monthly clients, closing a new premium coaching client every 24 hours.

– Is now adding over $100k in new MRR every month.

– Experienced a resurgence in creative inside his business, making life fun again.

– Removed the sales call funnel for his high-ticket programs, where people are buying instead of needing to be sold.

– Cut his team from 36 down to 8, drastically improving profit and quality of life.

– Attracted the highest calibre industry legends as new clients, after they recognized he’s got what they need.

In Taki’s own words:

“Internally for me, [it’s] fun again. I feel like I’ve got my mojo back.”

Want to see how he did it?

Check out the case study interview I recorded of Taki’s journey and transformation, where we unpack how he did it.

Taki’s an incredibly insightful dude (and a bonafide legend).

So this conversation is jam packed with big, fun lessons and useful insights for any founder that’s feeling creatively constrained.

Check out the conversation here »