Birthing in Public

The Real (and Messy) Story Behind Building a Soul-Led Business

For 20 years, I ran my business on time-tested frameworks, reliable processes, and predictable results. But I recently said bye to marketing gurus and chose a new path, one less about external formulas and more about showing up with curiosity, transparency, and trust.

That got me thinking about “building in public” (surely you’ve seen this). It’s when creators share the behind-the-scenes journey of developing a course, product, or offering. They show us the good, the bad, and the ugly: what worked, what didn’t, and what it really takes to create something new.

It often focuses on producing something tangible, something outside yourself.

But what about “birthing in public,” where you’re not just building a product, but birthing a whole new way of doing business? When it’s not about launching a course or mastering another marketing funnel, but allowing a more aligned, soul-led way of working to take root.

That might get messy! It’s hard enough to let go of old habits and open to new approaches, but sharing that real-time process (and its unfolding results) is deeply personal.

Well, that’s exactly what I’ll be doing and sharing over the next few months.

Why “Birthing in Public” Is Different (and Messier)

Unlike building in public, birthing in public means sharing not just the what and the how but the underlying dynamics of who you are as a creative professional. It’s about publicly navigating the discomfort of unlearning, the uncertainty of new approaches, and the risk of not having all your ducks in a row.

Considering my recent posts — like building an intentional brand with Meredith (where I slowed down and let the process lead), or choosing authenticity over algorithm-chasing (my argument for showing up as your real self in business) — I see a clear deepening in how I intend to serve.

I’m less interested in recreating the perfect process, more drawn to what emerges when I let curiosity and presence lead the way.

No Scripts, Just Trust

I put my intention to the test this morning. For the first time in over 15 years, I set aside my step-by-step consultation framework for a new client. No prepared agenda, just one core anchor question:

“Why are we doing this? What do you hope your new website will help you achieve?”

After that, I let curiosity do the rest.

How did it go?

Surprisingly, it was the most relaxed, human, and present conversation I’ve ever had in a first consult. I’ve always gone deep, but this time I let curiosity — rather than structure — lead, and the flow felt completely organic.

Did I miss anything by abandoning my usual process? Almost nothing. We naturally covered the process, timeline, budget, next steps.

Except for one thing: my classic closing question:

“Why did you contact me? What do you think I bring to your project?”

And this question really matters, as it invites the potential client to reflect on the real reason they reached out and helps me tune into how they see my value. So I’ll consciously add it back in next time.

Choosing the New Over the Known

But this was the “easy” one! The biggest challenge isn’t in these early, exploratory conversations, but when I’m deep in a project — stressed about outcomes and wanting to retreat, to run back to what’s “proven” rather than trusting an emerging, more human-centered process.

Yet, I know from my own reflections on authenticity, and from teaching clients to lead with connection, not performance, this is where the magic happens.

Where Next?

Over the coming months, I’ll continue to share not just the outcomes, but the messy, iterative journey of birthing this new way of working — what holds, what falls away, what I learn, what still scares me

If you also crave a business that feels more real and alive, more guided by your inner compass than by the marketing “gurus,” maybe this is an experiment you’d like to watch (or join).

Here’s what I’m noticing in the process:

• Birthing in public is riskier and more personal than “building in public,” because it requires unlearning and vulnerability, not just showing work-in-progress.

• Presence and curiosity can be more powerful than any templated framework, but some rituals still serve your process.

• Real connection (with clients and with yourself) happens when you create room for emergence and uncertainty.

• Sharing the messy, not-yet-baked process is itself an act of leadership and trust.

Curious about my journey so far? Here are a few key posts:

• Bye Bye Marketing Gurus

• Why Authenticity Online Matters More Than Algorithms

• 3 Essentials for Building an Intentional Service-Based Business

“Birthing in public” means letting others witness the real-time emergence of a new approach — not just a final product. It’s uncertain, vulnerable work, but perhaps it’s also where genuine, lasting transformation lives — in business, and maybe beyond.

Here’s to trusting the process,

Yael

---

---

Who am I?

I’m Yael, a web designer, branding consultant, and content creator with 20+ years of experience helping service-based professionals craft authentic, values-driven websites that attract their dream clients. Through intentional design, I create online spaces that feel human-centered and aligned with your purpose.

Learn more about my work at Pixel Happy Studio.