Rebranding… Again!

I know. I am doing this again. Why the fuck am I doing this? Hahaha.

I started my new business journey just as I was closing down CHI. I created Inner Water Reflection, IWR. I was so proud of that brand. I wrote books under that name. Created workshops. Printed materials. Built something real.

And I was completely willing to leave it behind to combine forces with my husband. Josh got certified in Yoga For First Responders® and Oxygen Advantage®. He planned to lean into breath coaching. It complemented what I was doing beautifully. So it made sense.

Josh ‘n’ Cat was born.

But recently, I noticed something. Every time I tried to build the business model, I would hit a wall. I’d revisit the vision. Pivot. Start another project. Pivot again. It always felt blurred. I seriously felt like the pot in the picture… so much going on and nothing is clear!

And this time, instead of jumping ship, I paused and asked why. Josh was part of this brand, but there was nothing concrete yet on his side. His vision wasn’t clear. And when one half of a partnership is blurry, the whole picture gets fuzzy.

To be clear, he has been focused on getting the house ready to sell. Repairs. Upgrades. Slow and steady progress so we’re not scrambling in April, when we put it up in the market. I truly appreciate that. That work matters.

But I needed clarity. So I told him. I said I didn’t mind him focusing on the house. I didn’t mind that his vision wasn’t clear yet. But I couldn’t keep building something where I couldn’t see the future. I need to see where we’re going in order to know what to do now.

(If you can’t tell, this image is completely AI generated)

He kept saying, “I know.” So I asked, “So we’re on the same page?” He nodded. And then I said, “Maybe we just agree that I’m doing this on my own for now.” He looked at me and said, “Are you firing me?”
And I paused. “Is that what I’m doing? … Why yes. Yes I am firing my husband.”
We both laughed.

So many people warn you about working with your spouse. For many couples, that warning is valid. It adds stress. It creates tension. Josh and I have had our fair share of disagreements. But we don’t fight. We talk. We land somewhere we both feel good about.

And since that conversation? I took off. I made every change I had been hesitating on. I am now doing business under Beautifully Unhinged. I thought about going back to IWR, but it didn’t fit anymore. It felt like a former version of me.

Beautifully Unhinged feels honest. And when you shorten it? BU.

Be You.

Fucking genius. I love it. So much is finally clicking.

I had workshops built, but only one was in my store. After “firing” my husband, I immediately knew how I wanted to restructure them. I am so glad I didn’t fully release them before. They weren’t ready.

But they will be.

There will also be support resources on Patreon for anyone who wants deeper guidance. Patreon has become a simple way for me to host recordings and make everything more organized.

Speaking of recordings…

I started a show called Cat Unmuted. It’s on Substack, YouTube, Spotify, and Apple Podcasts.

I share what I learned as a massage therapist. I share my story. My past. I talk about things that don’t get talked about enough. I take taboo topics and drag them into the light.

And let me tell you something.

I have tried recording so many times before. Structured scripts. Bullet points. Different formats. Every time I would publish one or two episodes… and then stop. The pressure crushed me.

This time I let go. I let go of perfection. I let go of control. I let go of outcome. The episodes are imperfect. I pause too long. I say “um.” They could use editing.

And I publish them anyway.

Because that is how I showed up. And I want it documented exactly as it was.

Are you firing me?

Rebranding… Again!

Still Here, Still Moving