Clarity arrives when you cut.
Clarify your signal.
Play it on a loop.
Loss of signal
What happens to a lot of creatives is we start off with a strong signal to our creative DNA and it fades. It’s still there but you lose clarity and I know how to get it back.
You hear it when you’re young and fall in love with it. That’s what gets us addicted to art. But as we begin to refine our craft and broadcast our signal, we begin to get interference from other creative signals.
That can either:
A. Create a beautiful new version of ourselves amplified by another.
B. Silence our signal and destroy our forward motion entirely.
I don’t know about you, but I don’t like to create art that doesn’t carry my Creative DNA.
If it feels foreign to my soul. I don’t care if my friends love it.
I create art to give a voice to the things I can’t articulate.
Things that, if gone unexpressed, will drive me insane.
These days people are waking up to the power of a personal brand.
Realizing that a creative entrepreneur has a brand to protect, not just the art.
So when I start to lose my signal,
I speak backwards and pull my message from the void.
To create a one-line statement that carries my Creative DNA.
So I can get back to broadcasting a signal that heals me.
One that fuels my creative drive daily.
Clarity arrives when you cut.
Define the world you will not build so the real one can appear.
Choose Your path
Because “not for you” means something different when you’re:
“Selling an offer” vs “Building a world”.
Start with this question before you proceed to determine your path.
What is the role of your work?:
- (Education / Product / Brand) → Use Path A: Anti-Positioning
- (Art / Expression / World-Building) → Use Path B: Anti-Signature
Path A: Anti-Positioning (Offer Lane)
- Filters the wrong buyers. Protects your scope. Sharpens your promise.
Path B: Anti-Signature (Art Lane)
- Carves your voice. Protects the vibe. Builds a repeatable “only you” signal.
Anti-Vision (Void → Message)
Speaking Backwards
A: Anti-Audience
Who is not for you, even if they’re paying?
- Shortcut addicts who won’t do reps. Anyone buying approval, not craft.
- Entitled buyers who want “custom” but won’t respect the process.
B: Anti-Witness
Who isn’t meant for this work, despite curiosity or impression?
- Anyone looking for comfort instead of confrontation.
- Viewers who need explanation before experience.
A: Anti-Problem
What outcome will we never promise?
- Overnight sales. Skill raises the odds, and reps determine your outcome.
- Motivation on tap. We don’t sell “never feel stuck again.”
B: Anti-Expectation
What experience will this work never attempt to provide?
- Closure. Clean answers. Emotional resolution on demand.
- Anything designed to make them feel “better” instead of more aware.
A: Anti-Values
What beliefs are non-negotiable?
- Lying by omission (fake results, fake timelines, fake struggle).
- Gatekeeping dressed as mystique.
B: Anti-Values
What principles aren’t displayed, regardless of reaction?
- No shock without thought.
- No mystique without substance.
A: Anti-Output
What do we refuse to ship, even if it would sell?
- Low-effort prints. A.I. spam. Tutorials that hide the real process. determine your outcome.
- Template sludge that looks polished but teaches nothing.
B: Anti-Output
What forms will this work never take, even if they’re popular?
- Trend-bait visuals. Algorithm-first formats.
- Anything optimized before it’s honest.
A: Anti-Aesthetic
What visual tone will you never put to use?
- Corporate Memphis (the soulless blob people).
- Anything that feels like an ad before it feels like art.
B: Anti-Aesthetic
What visual language is rejected outright?
- Flat optimism. Sanitized edges. Familiar shortcuts.
- Anything that resolves too quickly.
A: Flip It → Forge Your Brand Statement
Anti-Audience → We serve
Dark creatives who build with intent.
- Not tourists. Not dabblers.
Anti-Problem → We solve
Clarity. Craft. Positioning.
- We train creative leverage.
Anti-Values → We value
Meaning over metrics.
- Honesty before we gain attention.
Anti-Output → We ship
Art that teaches. Products that help.
- Pure creative DNA. Frameworks we use.
Anti-Aesthetic → We look
Deep contrast. Ancient motifs.
- A world you can step into and leave elevated.
B: Flip It → Forge Your Signature Style Line
Anti-Witness → We display
For those who understand.
- -This work is for those willing to stay with discomfort.
Anti-Expectation → We create
Work inviting tension, not answers.
Meaning emerges through presence, not instruction.
Anti-Values → We value
Depth without apology.
Substance before mystique.
Anti-Output → We ship
Fewer pieces. Sharper edges.
Work that resists summarization.
Anti-Aesthetic → We look
Like high contrast. Deliberate restraint.
- – A world that doesn’t explain itself.
One-Line Test (Read It Out Loud)
Path A: Brand Statement
“We are not ___ so we can be ___ for ___.”
Example: “We are not trend-chasing entertainers so we can be a forge for serious dark creatives.”
Path B: Signature Style Line
“A study in ___, not ___.” × “___ over ___.”
Example: “A study in presence, not clarity.” × “Tension over reassurance.”
- This line is a frame, not a prison. Use it or build your own.
- Keep it under 25 words. If you can’t say it clearly, your work won’t hit clearly.
- Put it somewhere you’ll see it daily: desk, sketchbook cover, studio wall.
- Best move: Write it on a mirror: That way you face it every day before you face the internet.
Protect your creative signal.
When you see growth, revisit this core message.
If it stops hitting, pivot fast before the algorithm hijacks your soul. It’s okay to rewrite it as long as it’s your voice answering the questions.
Momentum is a liar:
It will reward the identity that’s easiest to sell.
Your job is to keep selling the version of you that’s worth building.
One that compounds. One that answers to a higher self.
Stay sharp. Stay intentional.
Blessings up. Hexes down.-Avi Hex
