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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