Year Zero: The Quiet Work Behind Building an Indie Brand the World Hasn't Met Yet

Andi takes you behind the scenes of Casa Noon's pre-launch season — from hand-packing 65 boxes at her kitchen table to navigating early PR, pre-orders, and the slow, unseen work of building an indie beauty brand from scratch. She breaks down what most people miss about "year zero," why visibility often comes after years of grind, and how creators and founders can reconnect to the story beneath their work when the noise gets loud. You'll hear: • What it really looks like to prep for launch without celebrity backing or big budgets • Why indie brands deserve more energy than algorithm-optimized favorites • How to support creators and artists during gifting season • The emotional reality of being in the "almost there" stage • Why your founder lore — your mythology — is still the clearest path to resonance • A reminder that your work isn't stuck; your voice is just waiting to be felt again Perfect for indie founders, artists, and anyone quietly building something they believe in. 🔗 Links & Mentions Subscribe: The Unschool Newsletter Join: Out of Office Club Waitlist: Cult Brand Accelerator (Jan 2026) Follow: Oui, We Studio + Casa Noon

Get the Unschool News: https://the-unschool.beehiiv.com/ From founder lore and brand mythology to the rise of magnetism-as-metric, Andi breaks down how story, presence, and point of view shape modern founder brands. She walks through how to build your own lore — the emotional logic behind your work — and why "anti-feed" content and second accounts are quietly becoming the most compelling spaces on the internet. But first, Andi shares what's happening inside the studio: ✨ The Cult Brand Blueprint Accelerator is now in Week 4 — and founder lore is one of the most transformative lessons of the cohort. ✨ A new Unschool Newsletter issue just dropped, with fresh takes on magnetism, content aura, and the return of the second account. ✨ The next Blueprint Accelerator cohort opens in January — the waitlist is now live. In this solo, Andi dives into: What founder lore actually is: the story only you can tell, the one that creates identity and belonging around your brand. Why your lore is the emotional logic behind your work — the meaning, values, and worldview your audience connects to. The three-part structure of lore. Real-world examples: founder lore for a hairdresser, a healer, and Andi's own evolution from corporate beauty marketing into the Oui, We Studio model. How creator mantras, voice frameworks, and community rituals all stem from your lore. Magnetism as a metric — why "being fully on" is out and presence-forward, slightly undone, slower, softer content is performing better than overly cinematic clips. The resurgence of second accounts and the "anti-feed". ✨ Takeaways Your lore creates belonging. Stories encode meaning — facts don't. Presence > performance in content right now. The anti-feed is back — creativity wants room to breathe. 🔗 Links & Mentions Subscribe: The Unschool Newsletter Join: Out of Office Club Waitlist: Cult Brand Accelerator (Jan 2026) Follow: Oui, We Studio + Casa Noon

From the proof-optional mindset to the Life Edit method, Andi breaks down how tiny, deliberate "micro moves" shape your next era. She walks through the first five moves in her 20 Micro Moves to Become a Big Deal Before 2026 series in more detail. These are the small shifts that create clarity, momentum, and identity-level upgrades over time. But first, Andi shares what's new behind the scenes: ✨ The Unschool newsletter is now officially rolled into the Unschool brand — welcome to The Unschool News + Pod, your shared home for creativity, intuition, and founder conversations. ✨ A second mini-episode drops later this week, expanding themes from the newsletter: service-business merch, the shift from performance to presence in content, and why the anti-feed is making a quiet return. In this solo, Andi dives into: Micro Move #1: The Proof-Optional Mindset — creating clarity by acting before the idea feels fully validated. Micro Move #2: The Nervous System Rebrand — noticing when productivity turns into adrenaline and re-anchoring before you create. Micro Move #3: Define Your Big Deal Vision — choosing what you want to be known for so your energy has a clear place to go. Micro Move #4: Quiet Quit Your Old Self — releasing identities, habits, and physical clutter to make space for a different chapter. Micro Move #5: The Life Edit — Andi's notes-app system for categorizing what stays, what shifts, and what goes — then translating the "green hearts" into your actual calendar. How these micro moves have shaped Andi's personal and business life: buying her LA home, scaling Oui, We Studio, and gradually funding Casa Noon from clarity. ✨ Takeaways Micro moves > dramatic reinventions. Clarity comes from motion, not waiting. You don't need permission to build. A regulated baseline changes how you create. 🔗 Links & Mentions Subscribe → The Unschool Newsletter Join → Out of Office Club Follow → Oui, We Studio + Casa Noon Waitlist → Cult Brand Accelerator (Jan 2026)

Andi unpacks how tiny shifts, online and off, create big-deal momentum, plus the content framework that's rewriting brand growth. From high-performance mindset and "micro moves" that shape identity to the three-post content system powering cult-brand growth, this solo episode is your reminder that becoming a big deal starts with small, deliberate shifts. But first, Andi shares what's new behind the scenes: The Unschool newsletter + podcast are now fully aligned under one name—your weekly dose of creative strategy and identity-centered, IYKYK factor brand building. ✨ The Intuitive Biz Academy is coming back for Black Friday—updated, refined, and priced for a limited re-release. (If you already own it, you'll get the new version automatically.) ✨ Inside Oui, We Studio, the Cult Brand Accelerator just wrapped enrollment for the fall cohort—23 founders deep in obsession-worthy strategy. The next round opens in January. In this episode, Andi dives into: The power of micro moves—tiny shifts that recalibrate your energy and direction. The Vibe • Viral • Value framework: the only three post types your brand actually needs. What makes a cult-worthy collab, featuring Algae Cooking Club × Nara Smith. Creators to watch: Baseball for Baddies and Anna Gaiia—two creators redefining community + consistency. The rise of the "Resume-as-Brand" era and why personal credibility drives modern marketing. And why analog drops like Outlander Magazine prove print (and nostalgia) still sell. ✨ Takeaways Micro moves > massive pivots. Vibe, viral, and value posts = magnetic growth. Alignment is the new algorithm. Consistency beats volume—double down when it works. 🔗 Links & Mentions Subscribe: The Unschool Newsletter Join: Out of Office Club Waitlist: Cult Brand Accelerator (Jan 2026) Follow: Oui, We Studio + Casa Noon 🎧 Tune in for Andi's full breakdown of the Vibe • Viral • Value method—and how to make 2026 your "big-deal" era.

Join the Cult Brand Accelerator Today Andi chats with Lauren Ruth Martin, licensed therapist, speaker, and founder of Nine to Kind, on burnout, productivity guilt, and what it really means to build a life that's sustainable—mentally, emotionally, and professionally. After years of measuring worth through achievement, Lauren hit a wall that forced her to redefine success. What began as her personal healing journey became Nine to Kind: a planner and philosophy helping people move from urgency to intentionality. You'll hear: The burnout wake-up call: how therapy and awareness helped Lauren untangle her identity from constant productivity. Healing from productivity guilt: the internal rewiring it takes to stop equating rest with failure. Microdosing rest: small, accessible ways to integrate restoration into the day-to-day—no retreat required. The Nine to Kind story: how a planner became a permission slip for sustainable ambition. Unlearning urgency: releasing comparison, "shoulds," and the myth of falling behind. Protecting your energy: how Lauren transitions between roles—founder, therapist, creator—without sacrificing presence. Investing in self-trust: why the hardest part of rest is believing you're allowed to take it. ✨ Takeaways: Rest isn't the reward—it's part of the process. Productivity without compassion is still burnout in disguise. You can move at your own pace and still be progressing. Learning your capacity is the foundation for consistency. Community care and self-kindness build the best kind of resilience. 🔗 Links & Mentions: Join the Cult Brand Accelerator Explore Casa Noon + early merch via TYB: tyb.xyz Work with Andi + Oui, We Studio: ouiwestudio.com Join the OOO Club for monthly challenges + community Follow Lauren Ruth Martin and Nine to Kind on Instagram

Join the waitlist for the Cult Brand Accelerator Today Andi chats with Aliett Buttelman, cofounder of Fazit, on the glitter-freckle phenomenon that leapt from TikTok to A-list status. After Taylor Swift (plus Rita Ora, Kacey Musgraves, and Lisa of BLACKPINK) wore Fazit's Glitter Freckles Makeup Patches, the brand's press pat peel ritual turned into a movement, spiking sales and cementing Fazit as a cult brand to watch. You'll hear: The founding arc: from "patch peel" skincare content to the first-ever makeup patches built for instant transformation. The celebrity spark: how a Taylor Swift moment turned into +3,500% traffic and sales and seven figures in 48 hours. Momentum mechanics: why being ops-ready (inventory, warehouse, Amazon) meant riding the wave instead of selling out. Social that sticks: the satisfaction of peel-and-reveal, before/afters, and why repeating winning formats beats chasing trends. Proof over pitch decks: Media + retail wins: @aliettbutts' 8.9M-view TikTok, Peacock's "Swift Effect" feature, and new doors at CVS Walmart, and Target. ✨ Takeaways: A simple, filmable ritual (press, pat, peel) is a growth engine when paired with operations that can scale. Moments become moats when you ID the product publicly and meet demand quickly. Retention over reach: give fans a look they can wear into community and they'll do the distribution for you. Today's fundraising rewards receipts—ship, learn, and show results before you raise.   🔗 Links & Mentions: Join the waitlist for the Cult Brand Accelerator Explore Casa Noon + early merch via TYB: tyb.xyz Work with Andi + Oui, We Studio: ouiwestudio.com Join the OOO Club for monthly challenges + community Follow Fazit Beauty on Instagram

Get on the waitlist for Cult Brand Accelerator Come to our NYC Casa Noon Brand Preview Event Andi chats with Emily McDonald, founder of The Stylist LA and mentor to female founders, for a real conversation on the highs, lows, and pivots that come with entrepreneurship. Emily takes us back to her first company, a pre–Rent the Runway dress rental business she started out of her living room with a single rolling rack. From scaling to showrooms in LA and San Francisco, raising over a million in venture capital, and dressing Bachelor Nation, Emily shares the bts truth of what it actually takes to build, scale, and reinvent. You'll hear: Emily's founding story — how she turned a scrappy sorority strategy into a seven-figure business. The burnout moment that forced her to realize her business had to serve her life (not the other way around). The myths about six- and seven-figure businesses that need busting. Why transparency around money matters, and how Emily uses her monthly revenue reports to lead by example. The tactical foundations she teaches founders stuck at the 5K plateau. Fundraising truths: 150 investor nos, the pep talks founders need, and when to know you're actually ready to raise. Why in-person connection is making a comeback and how Emily is leveraging retreats and live events to grow deeper community. ✨ Takeaways: Entrepreneurship is the ultimate personal growth journey — and it's not always easy. Hitting big revenue months doesn't mean you've "made it." Sustainability is built, not guaranteed. You can separate your worth from your company's numbers — your business is an entity, not your identity. Community and transparency are essential, especially for female founders navigating the unseen parts of business. Investing in mentorship and getting into the right rooms accelerates your growth far faster than going it alone. 🎧 Listen now to hear Emily's full story, including the hacks, heartbreaks, and hard-won wisdom she's passing on to the next generation of founders. Follow Emily on Instagram: @founderemily

From storytelling that feels lived-in (not polished) to founder POV diaries, retention over reach, cultural commentary in marketing, IRL brand house parties, and legacy thinking—this is the ultimate quick-hit list of the habits and strategies fueling today's most magnetic founders. But before diving in, Andi shares some exciting updates: The Unschool was just named by the Female Founder Collective as one of the top podcasts for entrepreneurs ready to uplevel—alongside How I Built This, Second Life, Superwoman, Side Hustle Pro, and more. Their words? "This pod challenges business norms and champions creative freedom. It's ideal for founders who reject the status quo and want to build differently." A behind-the-scenes look at Casa Noon—Andi's three-years-in-the-making beauty brand—now officially in production after dermatologist testing and packaging approvals. She shares what it's like raising investment before launch and how the Dream Ventures Accelerator has unlocked powerful connections and opportunities. What's next at Oui, We Studio: the two-year run of the Smart Girls Mastermind is wrapping, and a brand new Cult Brand Accelerator is launching this fall. This six-week sprint will help founders build obsession-worthy, community-driven brands and head into 2026 with a clear plan. ✨Takeaways from this episode: Community flywheels > sales funnels. Retention matters more than reach. Founder POV content is your most magnetic diary. Subcultures shape the mainstream—spot where you belong. Every drop needs a "why now." Legacy > this month's revenue. 🎧 Tune in for the full 25 obsessions—and pick a few to make your own. 🔗 Links & Mentions: Join the waitlist for the Cult Brand Accelerator (Fall 2025), details coming soon Explore Casa Noon updates + early merch via TYB: tyb.xyz Work with Andi + Oui, We Studio: ouiwestudio.com Join the OOO Club for monthly challenges + community

🎟 Sign up for Pitch, Please — it's free! Learn to pitch with clarity and build the brand deals you actually want. Workshop Takeaways: → How to write pitches that actually get replies → The content that lands brand deals (without sounding like everyone else) → How to use AI to simplify, scale, and stay consistent → For founders and creatives ready for visibility, income, and way more time OOO In this solo episode, Andi is breaking down the state of content in 2025 — from PR chaos to the pressure to go viral — and asking: is this really the way we want to build cult brands? She gets honest about what it's like to grow a second business during a time when your feed is one long scroll of attention bait, beauty launches, and memeified disasters and what it means to show up with care, vision, and actual meaning. Andi shares: → A no-filter update on the Casa Noon pre-launch (what's really going on behind the scenes!) → Why she's calling out orchestrated chaos in brand marketing (and that Sidney Sweeney moment) → The rise of whiplash content and the collapse of meaning in our feeds → Her go-to framework for standing out without manufacturing drama: the 3S Hook Framework → Why cult brands are built from micro moments, not one big message → How good attention (the sticky, emotional kind) builds real community, and bad attention doesn't convert 👀 Want to go deeper? Join us inside Oui, We Studio's Out of Office Club for monthly challenges, brand breakthroughs, and support from fellow kind, caring creatives. 🔗 Links & Mentions: 🎯 Sign up for Pitch, Please: Out of Office, Into Income 🌞 Follow Casa Noon on Instagram 💌 Join Out of Office Club 🛠️ Get your co-CEO strategy tools at Oui We Studio

🎟 Sign up for Pitch, Please — it's free! This is your invitation to own your seat at the table and build the creative career you actually want. ✨ Workshop Takeaways: → How to write pitches that actually get replies → The content that lands brand deals (without sounding like everyone else) → How to use AI to simplify, scale, and stay consistent → For creators who want dreamy brand partnerships and way more time OOO In this episode, Andi is pulling back the curtain on the evolution of her entrepreneurial journey — from accidental fashion incubator founder at 32, to hitting 100k followers at 40, to making her first million at 43, and now raising investment for her beauty brand Casa Noon at 45. If you've ever thought you're too late to grow online, this one's for you. Andi shares: A behind-the-scenes update on Casa Noon — final packaging signed, product ready, and exclusive community events coming to LA, NYC, NOLA, and Miami. The late bloomer advantage and why your 30s and 40s might be the best time to build something magnetic. Her no-gatekeeping framework for creating content that converts: from your "why," to your dream BFFs, to pitching with clarity and confidence. A candid breakdown of what she got wrong in her first business (hello, undercharging and cold pitches that didn't land) — and how she changed her approach. Why pitching is a weekly ritual — not a last-ditch move — and how she landed a $5K brand sponsorship with Flodesk by leading with value. 👀 Want to go deeper? Join us inside Oui, We Studio's Out of Office Club for monthly challenges, marketing breakthroughs, and community support from fellow no-gatekeeping smart girls. 🔗 Links & Mentions: Sign up for Pitch, Please: Out of Office, Into Income Follow Casa Noon on Instagram — and get on the list for live events Join Out of Office Club Get your co-CEO strategy tools at Oui We Studio