How to create a Declaration of Clarity for your business or career — and the heartbeat of my own lil’ empire.


3 days. 7 team players. 1 living room.

At our most recent #TeamDanielle retreat we got clear on our core values. I was a smidge resistant. I’m usually focused on what I wanna make-create-and-by what date… But they ladies were all like, “D, we’re growing. Fast. We need this.” And I was like, “Alriiight. Well…write down FREEDOM on the flip chart, because if you don’t get off on being free, than this isn’t the right place for you.” And that’s about as scientific as the process got. We streamed our consciousnesses, we got semantical and emphatic, and when at least five of us sighed, “Ahhh…yes — THAT’S it,” then we knew we’d landed on a true declaration.

And since, like most women, we’re brilliant multi-taskers, we also landed our Hedgehog Concept — a fiercely useful tool laid out by Jim Collin’s in his business bible (and I don’t use the word bible loosely,) Good To Great. And… our Purpose. And our Tao – our way of being.

Guiding Questions for creating your Declaration of Clarity

1. Who are you in the world? Keep it simple. Give yourself a label. Labels can be really powerful — if you choose the right one. It doesn’t have to be grand. Your label could be, “I am the kind entrepreneur.” It doesn’t have to be unique. It could be, “I’m a change maker.”

2. What’s the purpose of your dynasty? Keep it simple. Why are you really truly doing what you’re doing (hint: your core purpose is rarely about making cash.)

3. What’s your Hedgehog? This is comprised of three questions: What are you most passionate about? How do you make your money? What can you be the best in the world at? Read up on this concept HERE.

4. What are your core values? Keep it simple. Just riff on what really matters to you (what matters to you most is often the opposite of what you disdain/what really bugs you.) How do you like to do what you do? Who you are when you’re feeling in your zone?

5. What do you actually do? Keep it simple. Avoid glamour here. Prioritize according to what you do first that leads to the other things you do.

Declaration of Clarity for #TeamDanielle

We are lightworkers.


To evoke Truth and inspire Love.


+ We are most passionate about… evoking Truth and inspiring Love.
+ How we make money/our economic engine… we distribute conscious, multi-media tools for resonance.
+ We can be best in the world at… beautiful communication of self-actualization content.

{note, “resonance” = what we offer and how we offer it creates comfort, encourages, inspires, or empowers people. They relate. They are relieved. They are lit up.}


1. Freedom. We thrive on space and flexibility — to be ourselves and live lives that we love.
2. Truth. From the universal to micro interactions — we seek truth, share truth, for Love, with Love.
3. Agility. We are able to change directions quickly.
4. Love. We Love being Loving in every way – to each other, to the people we serve and collaborate with, to ourselves.
5. Forward Facing. This is a drama free-zone. We move on from the problems. We’d much rather focus on creating a brighter today and tomorrow.
6. Integrity. We do the right thing. We are upfront about our intentions. We keep it clean and play fair.
7. Core Desired Feelings. We work to bring our core desired feelings to life, through our work, and we support each other to do that.
8. Sovereignty. We do want we want. We love ownership and creative and financial control. We loathe obligation.
9. Generous. Generous people have more to give.
10. Velocity. We are intentionally fast (but rarely in a rush.) We love finding the shortest distance between two points.


  • … we distribute conscious, multi-media tools for resonance
  • We publish Danielle creations
  • We retail Danielle + collaborative creations (ie. jewellery with Dogeared, Mala with Tiny Devotions).
  • We distribute Danielle + collaborative creations to to other retailers (online retailers [direct sellers & affiliates], brick & mortar retailers.
  • We promote very select offerings from other people (ie. only B-School)

HOW WE DO IT… Our Tao, our way of being:

  • keep it lean and muscular
  • core squad of leaders, “manage” as few people as possible, work in pods of collaboration
  • fuck the fucking rules
  • follow enthusiasm, go where the love is, favour the tribe
  • crucial: we MUST be selective with who we partner — and communicate — with.
  • We are guided by Feminine principles. We radiate. We attract and magnetize, then we review and assess. We are sexy because we are. We are nurturing. We are very protective of ourselves, our inner circle, and our image. We are selectively inclusive and deeply loving. We are elegant and fierce. Open, gentle hearts; big fucking fence.
  • We don’t privilege overly needy agendas. We don’t oblige the dark-peddlers. We don’t back down on our core values or our worth.
  • We don’t push n’ sell — we radiate and invite. We inspire and inform. If there is resonance, great! If not… we move on.
  • We do not do anything “buckshot”. We select, aim, and then build real relationships. Come and get it.



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