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Writing.

The publishing home of The HYPE WOMEN Studio

A growing collection of essays exploring the questions that help us remember who we are.

Writing.


For a long time, doing it alone felt like freedom.


The first 15 years of my career were built inside of systems—and relationships—where my power was controlled by someone else.


First, inside of corporate America.

Then, inside of the first company I co-founded.



I knew what it felt like to have my choices restricted by other people’s authority.


To develop my ideas inside structures where they could never be fully realized.

To depend on people and institutions for access, resources and permission.

To defer my intuition to someone else's "expertise."


Eventually, I wanted out.



And when I left, I went as far in the opposite direction as I could.


I built my current company alone.


I made the decisions.

I owned the ideas.

I controlled the direction.

I protected what I was creating.


I didn’t negotiate my vision.

I didn’t ask for permission.

I didn’t depend on anyone.


It felt like freedom.

Until it didn’t.



Because somewhere along the way, I confused autonomy with solitude.


And autonomy can betray you.



Especially when it's forged as a response to captivity.


When you lose yourself inside of a relationship, partnership, company, family or institution, independence feels like safety.



You tell yourself:


I will never give someone that much power again.


I will make all decisions.

I will protect myself.

I will control everything.



And sometimes, we need that season.


We need to discover that we can leave.

We need to learn that we can choose.

We need to show ourselves that we can survive.



There is liberation in proving you can do it alone.



But eventually, I can do this alone becomes I must do this alone.


And those are radically different statements.



The thing that once gave us freedom becomes a different cage that our new identity builds.


And the identity that saved us during one chapter now confines us inside another.


Trust me, I know.



I have done it alone.


Built the company alone.

Made the decisions alone.

Created the ideas alone.

Held the vision alone.

Carried the risk alone.



I have answered the question of whether or not I can do it all alone.


I can.


But I don’t want to anymore.



And admitting that has forced me to wrestle with a deeper question:



How do I let others back in without abandoning myself?



Because there is a difference between dependence and interdependence.


Between being supported and surrendering.

Between receiving resources and relinquishing power.

Between belonging and disappearing.



That is the equilibrium I have been searching for.


Not dependence.

Not independence.

Interdependence.


Not captivity.

Not isolation.

Freedom.


That third option isn't achieved through solitude.

It requires sovereignty.



Sovereignty says: I remain the authority of my own life while in relationship with others.



This sounds beautiful in theory.

In practice, it asks harder questions.


Can I be deeply resourced without becoming restricted?


Can I have infrastructure without surrendering authority?

Can support expand my imagination without owning it?

Can other people carry parts of the work without me losing authorship?

Can I receive expertise without automatically deferring to it?

Can I belong to something without disappearing inside it?

Can I allow other people's perspectives to matter without confusing them with approval?


Can I be held without being contained?



These aren’t only questions about work.


They exist inside of marriages.

Friendships.

Families.

Communities.

Partnerships.


Every relationship asks us to balance belonging to ourselves and with one another.



And there's a predictable progression many of us move through.


Dependence.

Independence.

Interdependence.



Dependence says:

I cannot do this without you.


Independence says:

I cannot safely do this with you.


Interdependence says:

I can do this without you.

And I can choose to do this with you.

My power exists in both.


That feels like freedom to me.



Maybe the next evolution of autonomy isn’t learning how to need less.

Maybe it’s learning how to receive more without giving ourselves away.



I don’t want to do this alone anymore.



Sharing this truth with you would have terrified an earlier version of me.

Because I thought it made me look weak.


She fought incredibly hard to prove that she could.

I am grateful she did.

She got me here.


But I don’t have to keep proving something I already know.


I can do it alone.

Now, I want to discover what's possible when I choose not to.



If my writing has made you feel seen, I want to make sure I can keep doing it.




xoxo,


Erin

Updated: Sep 11


At my yoga studio, there's a huge container of wipes near the door.


They are offered to any person who wishes to use them.


These wipes come in one long roll, each separated from the next by a perforated line—a suggestion of where one wipe ends and the next begins.


On the container is a hand-written sign:

PLEASE TAKE ONE WIPE.


So, naturally, I obeyed the rule.



The pull of the Good Girl identity is strong.



The problem was, one wipe was never enough.


I would start at the top of my mat, wiping away the sweat from an hour of heated yoga.


And three swipes in, the flimsy 3 x 5 inch piece of material would roll over on itself—becoming a crumpled, gum-ball-sized, dry mess that I battled with for the entire length of my 71-inch mat.


All of the peace and stillness I had come to the 60-minute class to experience was coming undone during this 60-second compliance exercise.



Until one day I thought:

Wait. Why am I doing this?


I pay to take classes here.

My mat needs to be cleaned.

One wipe does not clean my mat.


I need four.


So I took four.



And guess what happened?


Nothing.


No one stopped me.

No one reprimanded me.

No one even noticed.


My membership wasn't revoked.


I cleaned my mat and went home.


And I've been thinking about that stupid container of wipes ever since.



Because how many times a day do we willingly participate in a choice that doesn't work for us—simply because someone, somewhere, told us those were the rules?


How many directions do we follow without question?

How many instructions do we confuse with authority?

How many preferences do we interpret as policies?

How many conventions do we treat as law?

How many expectations do we mistake for obligations?


And how much of our lives do we spend allowing others to control us?



Women are exceptionally good at rule following.


We are rewarded for our obedience from the time we are little girls.


Wait your turn.

Raise your hand.

Follow directions.

Share with others.


Don't interrupt.

Don't make a scene.

Don't inconvenience anyone.

Don't ask for too much.

Don't take more than you need.

Don't be difficult.

Don't make anyone uncomfortable.


Be good.



And eventually, no one has to tell us the rules anymore.


Because we perpetually hold ourselves in compliance.



We learn to anticipate what's expected of us.

We adjust our behavior to satisfy every circumstance.

We become our own enforcement mechanism.



Somewhere along the way, we collapsed law, policy, convention, preference, expectation and conditioning into one giant category:


Rules I must follow.


And that is where we've lost something.



Because a rule is not inherently an authority.



There are—of course—rules that exist for very good reasons.


Laws that protect people.

Policies that create safety.

Boundaries that deserve to be honored.

Agreements we've consented to uphold.


But a preference is not a mandate.

An expectation is not an obligation.

A suggestion is not an order.


And breaking a rule isn't illegal.

Sometimes it's just making a better choice.


But, over time, tiny acts of defiance can feel dysregulating in our bodies.



Because women haven't simply been taught that following rules makes us compliant.


We've been taught that following rules makes us good.



Good girls obey.

Good students follow the rules.

Good employees adhere to the chain of command.

Good mothers meet society's standards.

Good wives keep the house running.

Good women know what's expected of them—and behave accordingly.


So breaking a rule can feel like something much bigger than breaking a rule.


It can feel like becoming a bad person.



Which is how you end up standing in a yoga studio trying to clean an entire sweaty mat with one increasingly useless wipe because a piece of paper taped to a plastic container told you to.



The rule wasn't actually controlling me.


My Good Girl identity was.



That's a cage.


And its one we've been building—and locking ourselves into—for millennia.


We make our male colleague think our idea is his.

We maintain a fully stocked and organized home, without question.

We keep showing up for monthly dinners with friends we've outgrown.

We don't burn a bridge with a boss who made our life a living hell.

We manage our children's and spouses' social calendars, often forgetting our own.


We don't allow a single thing to fall through the cracks.

All the while, ignoring that we are cracking under the never-ending pressure.



Millions of tiny acts of obedience.


Millions of moments when we override our own knowing because something outside of us appears to have more authority than we do.



We cannot solely break out of the cage through enormous acts of rebellion.


We must practice our way out.



We practice noticing. We practice questioning.

We practice discerning.



We practice asking:


Who made this rule?

Why does it exist?

Who does it serve?

What actually happens if I don't follow it?



And maybe most importantly, we ask:


Does this rule deserve my obedience?



Because every time you break an arbitrary rule—and don't fall apart—something shifts.


You realize that the consequence you were anticipating may never have existed.

You understand how much authority you were deferring to everyone else.

You discover that some of the bars of the cage were never locked.


You trust yourself to discern the difference between a boundary that deserves your respect and a rule that deserves your interrogation.



Rule breaking isn't illegal.

It's the practice of reclaiming your power of choice.


Practice trusting yourself.

Practice questioning authority.

Practice discovering which rules actually matter.

Practice remembering that obedience and goodness were never the same thing.


Practice taking four wipes.


Your Good Girl identity has kept you "in line" for a lifetime.


She's not in charge anymore.



I'm practicing my way out. Come practice with me inside the HYPE WOMEN Community.


Come join me.


 

And if my writing has made you feel seen, I want to make sure I can keep doing it.




xoxo,


Erin


I’ve started writing my second book.


And I’ve already caught myself writing for the reader's gaze.



A few weeks ago, I had a conversation with a woman in publishing about my book.


She asked me for three things, when I was ready to share more:

an outline, an introduction and a sample chapter.


There was no deadline.

No pressure.

No expectation that I produce any of them immediately.


And yet—as I started writing—I put her in the room with me.



I started thinking about the outline.

I started wondering whether the introduction was doing enough.

I started imagining what chapter I would send.


Without realizing it, I had skipped ahead to packaging, selling and delivering the pie before I had even come up with a recipe to bake it.



I was allowing strategy to ruin my creativity.



I have spent my entire career being strategic.


I understand audiences.

I understand positioning.

I understand how to uncover inherent truths.

I understand business models.

I understand what sells.


I understand how to take an idea and turn it from a moment into a Movement.


I am not interested in forgetting any of that.



But I am learning to discern the moment when I allow that intelligence to enter the room.



Because creativity and strategy are doing two entirely different jobs.


Creativity asks: What do I feel?

Strategy asks: What do others need?


Both are valuable questions.


But they cannot have equal authority in the ideation phase.



Because the second I ask, "What will others think?" someone else enters the room.


The publisher.

The customer.

The boss.

The board.

The audience.

The algorithm.

The market.

The metrics.



And suddenly I am no longer only listening for what wants to emerge.


I am anticipating how what emerges will be received.



That anticipation changes the work.


Strategy is incredibly useful—once there is something to discern.


Will people understand this?

Who is it for?

How should we position it?

What would make it stronger?

How can we make it viable?

Where should it live?

How do we help people find it?


These are essential questions.



But when we ask them during creative discovery, something changes.


What do I want to say?

becomes:

What do people want to hear?


How can I express this?

becomes:

How can I sell this?


Where does this idea want to go?

becomes:

Where will this perform?


Before the idea has fully introduced herself, we’re asking who will want to know her.



Creativity requires time and space for an idea to show us who she is before we ask her to become useful to someone else.



We have lost this profoundly important time with our ideas.


Because we are creating inside systems that reward speed.


Post again.

Publish again.

Launch again.


React.

Respond.

Measure.

Optimize.

Repeat.


I know this rhythm intimately.



For much of my life, fast felt superior.


Fast felt productive.

Fast felt impressive.

Fast felt necessary.


But I have spent the past year slowing down enough to recognize something else:

Fast can also be reactive.



A nervous system built in fight or flight becomes exceptionally skilled at moving quickly.


It scans.

Assesses.

Solves.

Adjusts.

Anticipates.


It is constantly asking:

What is about to happen and how can I control it?



And when we bring that same operating system into creativity, we can begin anticipating reception before we have finished discovering expression.


The idea is immediately followed by:


Will it work?

Will they like it?

Can I sell it?

How should I package it?

Will the algorithm distribute it?

What will the metrics say?



We move from inspiration to evaluation so quickly that we barely notice we skipped discovery.



It's why so much of what we consume these days feels the same.


We have more content than we have ever had before.


More books.

More podcasts.

More posts.

More products.

More brands.


More people creating more things more quickly than at any other point in human history.


And yet so much of it feels strangely similar.



Because we have become extraordinarily good at understanding what performs.


Creators know what hooks work.

Authors know what publishers acquire.

Founders know what investors fund.

Marketers know what algorithms distribute.

Brands know what converts.


That intelligence is valuable.


But our unique point of view disappears when we consult everyone outside of ourselves before fully listening to our internal voice.



We begin optimizing our ideas before we've even finished having them.



Everyone enters the room.


The market is there.

The customer is there.

The publisher is there.

The boss is there.

The audience is there.

The algorithm is there.

The metrics are there.


Everyone is there.


Except the idea hasn’t had a moment alone with the person who created it.



And women are especially practiced and proficient at this.


We have spent generations learning how to anticipate the room before we enter it.


What will my boss think?

What will my mother think?

What will my husband think?

What will the other women think?

What will the customer think?

What will the audience think?


What will they need from me?

What will make them comfortable?

What will make them approve?

What will make them choose me?



We have become so skilled at anticipating what others want—that delivering their desire has become our identity.



We prioritize what others think before asking ourselves what we feel.


Reclaiming our creativity is more than simply making something new.

It requires creating enough space to hear ourselves before everyone else gets a vote.



This doesn’t mean we abandon strategy.


It means we change our relationship to it.



Strategy is a resource.


Data is a resource.

Expertise is a resource.

Feedback is a resource.

The market is a resource.

Our audience is a resource.


They are inputs.

They are tools.

They are information.


They are not authorities.



So, the way I've shifted how I'm writing my second book is not to pretend that the publishing system doesn’t get an opinion.


Of course they do.


A publisher may understand the market in ways I don't.

An editor may see something I cannot see.

A strategist may identify an approach I never thought of.


My own decades of marketing, communication, PR and commercial experience may help me recognize how to make an idea more viable, effective and resonant.


All of that intelligence can make the work better.

But first, I must create space to hear myself.



The publisher gets invited into the room later.

The market gets invited into the room later.

The audience gets invited into the room later.


Strategy gets invited into the room later.


Their opinions are not irrelevant.


Their turn simply hasn’t come yet.



I have spent 44 years building the neural pathways that tell me how to anticipate what people want from me.


Create.

Package.

Present.

Be chosen.


Then know you're worthy.



I am building a different pathway now.


Create.

Listen.

Discover.

Discern.

Decide.


Let. It. Marinate.



The old path is efficient because I have traveled it thousands of times.


The new one requires me to move slowly enough to make a different choice.



To let the idea breathe.

To let her land.

To let her deepen.


To resist demanding that she justify her existence through usefulness, performance or approval before I even know who she is.


And when she finally fully arrives?

Then I invite strategy into the room.



Because I don't have to become commercially naive to become creatively sovereign.


I simply have to remember who has authority.


Creativity discovers.

Strategy discerns.

Sovereignty decides.


Practicing this order of influence will help us all come back to a place where our ideas are nourished.



Next Wednesday, I'm gathering an intimate room of women to share what I'll be exploring in my second book.


Our Fall HYPE WOMEN Dinner—the final dinner for 2026—is Sept 9th.


Doors close Sept 4th.


 


And if my writing has made you feel seen, I want to make sure I can keep doing it.




xoxo,


Erin

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