Xanthe Appleyard, Lois Mckenzie – Uncategory

Uncover Your Unmistakable Message with the Uncategory Program — A Messaging Sprint Like No Other

The Uncategory program by Xanthe Appleyard and Lois McKenzie is not your average branding or copywriting workshop. It’s a 5-week messaging sprint designed to help founders, creatives, and change-makers discover, refine, and amplify the message that defines their movement.

Forget fitting into existing boxes. Uncategory is about sharpening your voice, clarifying your message, and creating a platform for authentic leadership — all without burning out on content or hustling for attention on social media.

Whether you’re launching a new offer, pivoting your brand, or just tired of being misunderstood, Uncategory gives you the frameworks, feedback, and real-world clarity you need to articulate your power.

What Is the Uncategory Program?

Uncategory is a high-impact sprint hosted by Xanthe and Lois — built to help you craft a message that cuts through the noise and creates real resonance.

Over 5 transformative weeks, you’ll:

• Clarify what your business actually stands for
• Identify the cultural moment your message fits into
• Learn how to spread your message without selling your soul to social media
• Become impossible to ignore

This is strategy, psychology, and soulful leadership combined — with no fluff, no trends, and no algorithms needed.

Phase Breakdown – What You’ll Get Inside

PHASE 001 – The Core Truth

Hosted by Lois

Your message isn’t something you invent — it’s something you uncover. In this foundational phase, you’ll excavate the core of your brand’s truth. This is where real clarity begins.

You’ll discover:

• The defining truth your business is built on
• A powerful one-sentence manifesto that makes your mission inevitable
• A strong counterpoint that challenges the status quo
• Sharp POVs that define your thought leadership

Instead of “How do I explain what I do?” you’ll ask:

“What do I refuse to water down?”

PHASE 002 – The Cultural Shift

Hosted by Lois & Xanthe

Your message exists within a cultural context. Without understanding the larger shift it contributes to, it risks sounding like noise.

In this phase, you’ll:

• Unearth the real reasons your audience resists change
• Identify the invisible forces that keep people stuck
• Highlight the wider cultural tension your message speaks to
• Break open the stuck conversation your brand is meant to lead

This is where messaging turns into momentum — not by shouting louder, but by speaking the truth of the moment.

PHASE 003 – The Place to Land

Hosted by Xanthe

It’s not about being everywhere. It’s about showing up where your message sticks — and building an ecosystem that amplifies it.

This phase teaches you:

• How to build an audience around your message without performative content
• How to lead a movement, not just a following
• How to create real community and conversation, not just passive engagement

Because a clear message isn’t enough — it needs a platform and a place to land.

What You’ll Actually Get

✅ Recorded Workshops

These are deep-dive sessions where you’ll discover why your message hasn’t been landing — and exactly what to do about it. Bring your notebook, your questions, and your current messaging for real-time transformation.

✅ Live Feedback Sessions

Show up with your drafts, your boldest takes, and your “I’m not sure if this works” ideas. You’ll receive real-time refinement from Lois and Xanthe — and gain insight by witnessing others iterate on their message too.

These sessions often offer more clarity than full-scale branding programs.

✅ Templates + Resources

You’ll receive a complete library of:

• Messaging frameworks
• Writing prompts
• Strategic tools to revisit again and again

Messaging is not a one-time effort. These resources will evolve with you as your work evolves — providing long-term clarity and consistency.

✅ Community Container

You’ll connect with other bold founders, writers, and creators doing unmistakable work in their industries. Share drafts, get feedback, and collaborate — all in an intentional, noise-free environment.

No content treadmill. No forced visibility. Just aligned action and message-driven leadership.

Who This Is For

Uncategory is for you if:

• You’re a founder or thought leader with a bold vision, but unclear articulation
• You’re pivoting your business and need a message that reflects where you’re really headed
• You’re tired of sounding like everyone else and want to lead your own category
• You’re ready to step into visibility — but only on your terms

If you feel like your message is buried under “professional” jargon, content pressure, or fear of being too bold — this is the space to rise.

Why Uncategory Works

Traditional branding and copywriting courses teach you how to market a message.

Uncategory teaches you how to find the message first.

This isn’t a gimmick or another templated strategy. It’s a clarity accelerator rooted in truth, movement, and magnetic leadership. It’s helped countless creatives, coaches, and entrepreneurs claim their space and lead conversations — not just campaigns.

If you’ve struggled to get traction because your message feels “off,” “unclear,” or “too much,” then Uncategory is your turning point.

What You’ll Walk Away With

By the end of 5 weeks, you will have:

• A message that feels undeniably YOU
• Clarity that replaces overthinking
• A platform and content plan that feels natural
• Community, feedback, and support from visionaries like you
• The confidence to lead with your full voice — not a watered-down version