(Chapter from my book “On Visibility That Sells”, 2025)

I have a specific and really effective way to monetize my online presence and all the effort I have put into creating content around my brand, expertise, and innate gifts.

I call it “BUILDING A VISIBILITY CASTLE.”

It feeds into my “status” as the Queen of Visibility that I was branded as in 2018. These days, I truly embody that Queen archetype in my visuals and the way I show up in the world… It generally permeates my standards and decision-making in life – I ask myself whether a conversation/situation/relationship or anything else the decision is about “cheapens who I am” or “adds to my grace.” That has made a huge difference and added so much quality and magic to my life. (A Magician is also one of the distinct archetypes in my personality).

So, let me carry on this magical theme and, in a fairy tale format, describe how my Visibility That Sells Framework works. Disclaimer – I do not walk around the streets of Tallinn thinking I am The Queen; this analogy here is for dramatic purposes and visual storytelling only.

So ready? Here we go…

I am a wise Queen who lives in a glorious magical castle. The magic is very special; it only reveals itself and works for those on a quest to find the answer to a Big Question – how can they become Queens and Kings to attract and wisely guide their people in this dark world? On their journey, they come across a beautiful path that summons them, glowing with a promise of an answer.

The path leads them to my Castle, which exudes glorious warm light. It is beautifully enchanting. They step inside. Everything feels so familiar and welcoming. “This Queen must be very special; I feel I must meet her; she may know the answer or help me find it,” they think.

And there it reveals itself – the door into a Special Room where they can have a private audience with the Queen, talk to her, soak up her wisdom, and be inspired by her magic vision.

After that audience, if the Queen allows, they can even start their apprenticeship. She will guide them through figuring all the pieces out so they can learn the magic to build their own glorious castles and attract the people they are meant to lead, guide, or help transform. She will show them the door to self-empowerment and encourage them to become the Kings and Queens they are born to be.

In my book, “On Visibility That Sells” (2025) I introduce you to creating that magic experience. I will talk about what the “castle” is, how to build it, how to create those beckoning paths that lead to it (i.e., how to market it), and how to evoke the desire to be guided/taught/transformed (i.e., how to monetize it).

But these are not all separate topics – they coexist and overlap in a beautiful synergy. So please try to finish this book; everything will make sense when you put all those pieces together. It is not a linear process.

I often refer to my visibility strategies as “SELFish™ marketing.”

It is not about being egotistic or being an attention-seeker. It is about uncompromisingly creating it around your SELF, not just professionally speaking, but YOU as a whole – everything that is important to you as a human being.

It is only when you put yourself, your needs, and your values at the center of how your business is set up that you will see the difference.

“My castle, my rules” is a great attitude to have if you want a business that is enjoyable to run, even when it is not very easy – because running it becomes CONVENIENT to you.

It suits you.

When you build a business around what suits you and your lifestyle – as opposed to what you think you “should” be doing – there are so many incredible benefits that will surface.

You will be very unlikely to sabotage yourself. You will have more motivation and discipline, which is a huge problem for almost everybody. There are so few naturally disciplined people in this world. We all feel stuck and demotivated most of the time. Trust me on this – we’re all in the same boat.

This platform, this Visibility Castle, is being built to have the life we deserve. The business is serving this goal in two ways. The one that pays the bills (and then some, depending on your ambitions and how much you are prepared to give up for it – at a higher level).

Then there is the one that allows you to live your life on purpose, connecting to people who need the gifts, skills, expertise, vision, and insights you innately possess or have mastered.

The second part is the one to really focus on. When you put it at the center of everything you build, monetization follows inevitably.

If you focus on the money and start compromising your dreams and values, even slightly, you are likely to end up burnt out and deeply dissatisfied. Sometimes, even before you get a chance to monetize at all, that is the scary part. This is where most expert businesses fail.

The business I have built over the years doesn’t feel like a job, nor does it resemble a job. And that is how it should be. It should serve me and my needs.

Yet I see so many experts who’ve decided to be independent consultants, working with clients on the same terms as if they were employed by them, essentially turning into glorified employees rather than business owners.

I have been there during my marketing agency years, charging by the hour, sending my invoices after the job was done, and paying my own taxes. Gosh, those clients were very happy they did not have to pay my taxes. Some never even bothered paying me the last invoice when our relationship ended. That was a painful experience, and it happened more than once.

I finally realized that they did not really treat me as an expert. And that contributed to the lack of integrity shown with my outstanding invoices. They did not seem to be fully appreciating the expertise that I brought to the table. I was just a version of an employee who was good at something they did not really understand and was cheaper than hiring someone full-time as a staff member.

This shifted only when I started thinking about myself as a business owner, an expert who helps solve a problem, and not a staff member doing time-based tasks. The business owner mindset is paramount when you start your own business, and you will not see any major shifts until you understand your own value.

For it is only when you value your SELF that you can market yourself accordingly. SELFishly. Hense – “SELFish™ marketing.” I love my business. It doesn’t exploit me. It supports my financial needs while giving me center stage for expressing what I see professionally, for going deeper into what I absolutely adore and what fascinates me. Right now, at this stage of my life, it happens to be Human Design.

Particular Human Design nuances call me because what I see in them helps redefine and realign so much in our marketing strategies. It explains why some things feel off to some but are so natural to other people. So eye-opening.

Through Human Design, I confirmed that I am here to hone one thing at a time, make sense of it, and share my discoveries – validating my way of expressing myself and my brand voice.

It gave me permission to WAIT. It unveiled the mystery of what to do while I am waiting… This awareness determines how my business is designed – by me. For me.

Since 2010, I have been the sole provider for my family. Let’s just say I retired my second husband early, and he deserved it. He didn’t have a long life ahead to enjoy, so I do not regret providing for his retirement. Even if we did not know it was his last years on Earth.

I am the 1st line person (1/3 profile), and that 1st line is all about being self-sufficient – because that’s where you feel less insecure. Relying on myself, no matter how scary it is at times, especially in the beginning, has been a good thing for me. I’m proud of what I’ve done, and I’m proud of where I am.

Plus, I feel like I’m only scratching the surface. Am I making millions? No.

Do I want to? Frankly, I don’t think so!

I know how much I want to give into my business for the amount it gives me back. And I am very realistic, and my feet are firmly on the ground, understanding how much time, energy, and nervous cells sacrifice that higher levels of profits will require.

Human Design can only take us so far. There is inevitably a change in the game’s rules dictated by current economic factors and – let’s face it – capitalism. Sometimes at the cost of personal integrity.

I am not prepared to give up that much, not at this stage in my life, and probably not ever, because there’s more to life than that.

But that’s just my story. You have your own, and I support your choices without any judgment, without any projection as long as you are building everything around YOU and what suits and feels right to you. With everything I do, this book, my content, and my programs, I encourage you to build your business your way, to choose your business model in a way that reflects who you are and how you naturally are with people around you.

I continue surrendering to the mechanics of my design and discovering that my life, the quality of it, the pace of it, and especially how firmly I stand my ground, only improves. I think my business is a reflection of that, too. Because, from hustling on social media and doing a lot of things that are completely against my nature, like hosting a Facebook group or sending friend requests every day, I can now focus on self-expression through a prism of what I see and what I deem as trustworthy, and share my truth with the world through my business.

As a result, I attract people who are correct for me, who see and recognize my gifts, my voice, and my visions, who trust me, who don’t disappoint me, and who don’t get disappointed with me. And all of that is a reflection of me running my business the way that suits me.

In other words, my Castle – MY Rules!

That’s what I encourage you to do. That’s how I encourage you to think. This is how I encourage you to live your life. You only have this one life. So, live it in a way that feels good to you – whatever you do.

Only then can you inspire others. Only then can you support others fully.

Read my book, “On Visibility That Sells” (2025) to get a good grasp of The Visibility That Sells Framework – and for more insights, I invite you to start your visibility evolution at visibilitythatsells.com.