Part 1: Executive Magick

At the University of Edinburgh, there is a well-known student pub called ‘The Peartree’. It stands adjacent to the main university buildings and library, and because of its unique position, it tends to be the place where students congregate before lectures and exams. In the summer of 1988 I was sitting at the bar in the Peartree having a final drink before my first year exams for an MA in Business Studies. It was a fateful drink. As my friends quaffed their last rites and set off apace for the examination hall, I called out that I would come directly. As it turned out, I came extremely indirectly. I turned to the barman, ordered another drink, sighed a great sigh of relief and made the decision then and there not to sit my exams. Later that week, I re-applied for an entirely new degree, a Masters in English Literature specialising in poetry, which I did complete and which I absolutely loved.

To poets, there is no language that can sound more grating than the often over-complicated jargon of business and commerce. The moment I hear someone talking this kind of business talk, a part of my brain just switches off. I actually think it may be a gift. It’s not just the language either – I have come to realise over the years that it’s the whole vibration behind the language. The expression ‘business is business’ rings in my ears. People have actually come to believe that because something is about business, it means they can forget all normal human values, as though it gives them automatic license to forget the feelings of others. To me, business is not business. Business is a part of life, and life follows universal laws. I am forever glad for that decision I took back in Edinburgh because it has kept my mind open and clear concerning business, and this uncluttered approach has allowed me to formulate my own original ideas about business without having to overcomplicate everything with the ludicrous jargon that we now have accepted as normal. To me, the essence of business is simplicity and elegance.

In a recent article I made mention that I was working on a new model for business based on the knowledge of fractal geometry. This latest article is an introductory foray into this concept.

I have called this article Executive Magick, mainly because I want to inject some sense of adventure into the world of business. The word ‘executive’ literally means ‘to follow out’; so executive magick really means to follow your own magick out into the material world. My personal definition of magick is also very simple – it is the art of doing nothing outside your own nature. What this means is that magick is everywhere and in everything, and if you simply move from your heart, then magick is the result. This may sound rather lame for the hard-nosed business people out there, but there is nothing soft about making money the easy way. The easy way, as you will see, is through keeping everything as simple as possible. More money is lost to businesses through inefficiency than any other way, and inefficiency is the result of over-complicating life.

Creative Branding

According to me, one of the greatest secrets of Executive Magick is creative branding. The word brand comes from the Saxon ‘brinnan’ meaning to burn. It also means ‘a sword’. I love how the word ‘sword’ is really the word for ‘word’ itself with an ‘s’ branded on the front. A brand is many things, but above all, it is a name. The moment you name something, you put magick out into the world. This is where the whole notion of spelling and casting spells comes from. Brand names have real power because they come from the collective unconscious where all names are hidden. Every brand has a certain resonance with a certain lineage of people, and has the power and I would even say intent to reach those people. I am not talking here about established brands like the word ‘coca cola’, which has the power that people afford it through popularity. I am talking about new brands that come into the world. It is so important to have the brand that suits your fractal lineage; otherwise you will always be drawing in the wrong people, which means that your brand can never spread throughout the fractal.

Since your brand is your sword, you need it to reflect a truth that you hold deep within, and your brand also draws you together with those others who carry the same brand. The power of a brand is the power of fellowship – it unites those with a common purpose through its deeper meaning and symbolism. Alongside the brand name and of equal importance, is the symbol representing the brand. Whereas the name enters the left-brain, the symbol enters via the right brain, which is where brand loyalty and recognition is found. The yin brain intuitively recognises its own fractal, whereas the yang brain explores, accepts and/or rejects it.

Marketing Truth

At the highest level of frequency, there is only one product, and that product is Truth. In the world, there are simply degrees of truth masquerading as products, and we get so attached to buying and selling them all. All of this is the currency of communication that takes place between elements of the one Truth who have forgotten their common source and therefore feel the need to trade aspects of their own separateness with each other. The world of business and commerce is all a great stage upon which the state of human evolutionary consciousness is made manifest. That we can now see the whole world stage rather than our tiny corner of it makes the mirror even clearer than ever. As Truth begins to break through into the business world, we will see a slow but sustained transformation moving across the world stage.

One of the first things to be clear about if you are intending on going into business is what your product really is. This may sound very obvious to people, but it may not be so. At the highest level, whatever your physical product is is not the real product – You are the product! The product and its branding are simply an excuse for you to communicate a frequency down your fractal line. What gets communicated down that line is up to you – it may be fear, greed, desire, love, service, awakening or any other frequency. The highest frequencies are Truth, Love and Awakening, which all amount to the same thing. There is a huge irony if you find yourself in the business of marketing Truth, which is that really you are marketing death! To the separate self in the marketplace, the last thing it wants is to die into its higher nature – which is what happens when one meets Truth. As you may imagine, it is not easy to sell someone their own death, so you have to hide it, and this is where branding comes in.

The New Age market is filled with all kinds of people peddling all kinds of wares and making all kinds of claims. Most of the time, these people don’t really make any serious money because they fail to realise that they are the product. The moment you grasp that you are selling Love or Truth, then your brand becomes much more powerful because you see it for what it really is – a trick to make others feel safe about who you are and what you are doing. Truth is the most unsafe product there is, and it is the most rewarding product there is. If you are marketing Truth, you have to play this game, or you won’t have any real success. Once you have realised that your brand or product is really an excuse for you to pass a sacred transmission down your fractal line, then you will find yourself an exponent of Executive Magick. Without really doing anything much at all, your product will market itself, because people cannot resist the Truth.

Synthesis and Cross-Fertilisation

As the 45th Gift testifies, great wealth comes through Synergy and from working with one’s own fractal. In a perfect business, everyone displays their unique Gifts and those Gifts are synthesised together to create a higher harmony or Communion, the greatest potential of the 45th Gift. On a wider level, entire separate businesses can synthesise and dovetail together to increase the spread of the transmission down other aspects of the same fractal. As long as the brands are configured to dovetail together, then the success of one arm of the fractal can immediately be transferred to all the others. If for example, you are working with The Venus Sequence, and someone else is working with the Seven Seals, then their clients can easily be introduced to your work and vice versa, and because both systems are rooted in the same matrix, cross fertilisation is easy and financially rewarding. Instead of working in competition with one another, the members within a Synarchy work alongside each other.

Entrepreneurship for the future

Since we at Gene Keys are creating a multi-layered matrix of systems and brands, we cannot possibly manage and run them all on our own. There are many more brands still to create, which means more business and exposure for everyone in the long term. For this reason, we are always looking for allies who feel a deep affinity with the overall vision of the Gene Keys and who are interested in being a part of this future business model. It doesn’t matter what you currently do, or what your skills and training are. The only prerequisites are that you have an entrepreneurial spirit, are open to working with us in a spirit of transparency and are ready to follow your personal magick out into the world. If this describes you, then please consider joining the Gene Keys community and you will find all the allies and tools you need to support your vision.