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THE OBSESSION SERIES SEVEN KEYS

TURN YOUR EXPERIENCE INTO A CONCEPT SOMEONE CAN ACTUALLY BUY. IN 24 HOURS.

25+ years of experience. Let’s find the bit someone will pay you for.

In the next 24 hours, you’ll take ONE useful piece of what you already know, package it into a simple offer, put a price on it and test it with a real person.

No business plan. No website. No new qualification. And definitely no disappearing for six weeks to build a complicated course.

Just one thing you know, turned into something you can actually sell.

$17 · Immediate access

The 24-Hour Roadmap + audio notes from Alex + BONUS: 100 Offer Ideas to Steal, Adapt & Make Your Own

 

[BUILD MY FIRST OFFER →$17]

 

25 YEARS OF EXPERIENCE
And somehow you’re still asking,
“What could I sell?”

You’ve spent decades working.

Leading. Solving. Fixing. Creating. Organising. Teaching. Negotiating. Presenting. Managing the difficult stuff other people didn’t know how to handle.

You’ve become really bloody good at things you probably don’t even recognise as skills anymore.

Then you think about building something of your own and suddenly…

What the hell would I actually sell?

That’s the question we’re going to answer.

Not your purpose.

Not your five-year business plan.

Not what you’re going to do with the rest of your life.

One useful piece of your experience.
One person who needs it.
One offer they could actually buy.

That’s enough to start.

Yes! I want it! $17

The company employed you. It didn’t own your experience.

I learned this after being restructured out at 52, after 25 years in global business and the last 13 at IKEA.

One day I had the role, the title and the organisation around me.

Then I didn’t.

But the 25 years didn’t disappear with the job.

Everything I’d learned about people, leadership, communication, business, change, creativity, getting things done and figuring shit out came with me.

I had 25 years of stock.

The problem was, nobody had taught me how to take that stock off the shelves.

I had to learn how to turn what I knew into something another person could understand, value — and buy.

That became a huge part of building Happy Rebel.

And it’s what I want to help you start doing now.

You are not starting from zero.

You already have the raw material.

We just need to put a box around one useful piece of it.

[FIND MY FIRST OFFER →$17]

Restructured or Reinvented?

Not everyone wants to retire. Some of us are just getting to the part that's ours.

A business. A different career. A slower life. A book. Room to breathe. Something with your name on it, while there's still plenty of time.

You were never short on ambition. Or skill. Or nerve.

You were short on a plan.

That's what The Exit Plan is.

Forty days. I do the thinking, you take one small step. Each step fills another block, until the whole thing exists.

Day 40, you're holding it. Not a notebook of ideas. Not a course you abandoned in week two.

A plan. Yours. Ready to act on.

YOUR EXPERIENCE IS THE RAW MATERIAL.
The offer is the box.

It could be this simple:

25 years in recruitment
→ Senior Interview Prep Session

20 years leading people
→ Difficult Conversation Prep for New Managers

25 years running projects
→ Project Kickoff Audit

A career in communications
→ 90-Minute Presentation Rescue

Nobody here went back to university.

Nobody built a 47-module course.

Nobody needed to reinvent themselves.

They took something they already knew how to do and packaged one useful piece of it into something another human being could buy.

That’s what you’re going to do.

And by tomorrow, you’ll have it captured on your own Offer Card:

WHO it’s for
WHAT problem you solve
WHAT you’re offering
WHAT you’ll charge
HOW you’ll test it

Not an imaginary business.

An actual offer.

BY THIS TIME TOMORROW, 
 your idea could have a name, a price and a real customer looking at it.

Here’s how we’ll get there.

01. RAID YOUR 25+ YEARS

We’ll dig through your career for the knowledge, skills and experiences you’ve stopped noticing because they’ve become second nature to you.

02. FIND YOUR PERSON + PROBLEM

Who could benefit from what you know? And what specific problem could you help them solve?

03. PACKAGE WHAT YOU KNOW

Turn that expertise into something simple: a session, service, audit, workshop, guide or another offer you can actually deliver.

04. NAME IT + PRICE IT

Give Version 1 a name. Put a price on it. Resist the urge to spend three weeks choosing fonts.

05. TEST IT

Put your offer in front of an actual human being and see what happens.

Not six months from now.

Now.

Because we are not building the bloody course, website, funnel and Instagram account before discovering whether anybody wants the thing.

Test first. Perfect later.

I WANT THE ADVANTAGE - $17

WHAT YOU GET

  • THE WHOLE $17 KIT

    The 24-Hour Roadmap
    The step-by-step process for turning your experience into one offer.

    5 Private Voice Notes From Alex
    Me in your ear when you start overthinking the bloody thing.

    BONUS: 100 Offer Ideas to Steal, Adapt + Make Your Own
    For when you're staring at your 25 years thinking, “But what could I actually sell?”

    Your Finished Offer Card
    Person. Problem. Offer. Price. First test. All on one page.

    $17. Immediate access.

[YES. LET’S FIND MY OFFER $17 →]

Monica had already made it.

HR Manager. Successful. Ambitious enough to uproot her life and take a role at one of the world's most iconic sports fashion brands. By any measure, she was doing everything right.

But doing it right and leading from the inside out are two different things.

We worked together for over three years. On her voice. On her values. On what it actually means to lead, not from what looks good on paper, but from what is true. Slowly, something shifted.

She stopped second-guessing. She stopped performing the leader she thought she was supposed to be. She started making decisions from the gut. From the heart. From a place that was entirely her own.

That's when her career stopped being something that happened to her, and started being something she was building on her own terms.

"Working with Alexandra as my coach has been an incredibly enriching experience. Her style is both supportive and challenging, she creates a space that feels genuinely safe, which gave me the courage to step outside my comfort zones. The growth I've experienced, personally and professionally, has been remarkable. I am deeply grateful for her commitment and expertise. I recommend her warmly to anyone looking for a coach who truly makes a difference."

Linda came to me carrying a secret.

A successful project leader. Respected. Capable. By every external measure, doing really well.

But underneath the performance was a dream she had never said out loud. She wanted to work with design. To become someone she had only ever allowed herself to want in private.

We worked together for a long time. On the belief system that had kept the dream small. On what she actually wanted,  not what made sense, not what was safe. And then we made a plan. A real one. Built from the inside out.

Spring 2026 Linda called me. I was the first person she told. She had just been recruited as a product developer at one of the world's most iconic home furnishing brands.

"Alexandra creates a space where everything feels permitted and no thought is wrong. She gives generously of herself and her own journey. I wish everyone who is curious about becoming a stronger, clearer leader had the chance to experience this work."

Team 1

 

Team 1 begins September 14, under a building new moon.

Here's how it goes:

  • Early bird, $188, until August 24. Then the price rises to $288.
  • Cart closes September 6. No extensions.
  • All sales final, this is a build, and you're in it.

Forty days from now, you can be holding a plan instead of a 3am worry.

*Want more of me? Check out my 1:1 coaching offers or my mastermind The Circle. 

JOIN THE EXIT PLAN

You already did the hard part.

You climbed the firs mountain. 

You don’t need to know the exat view from the second one. 

You don’t need to quit your job.

You don’t need to suddenly call yourself an entrepreneur.

And you definitely don’t need to build a website this weekend.

You need to take one thing you know, connect it to one problem somebody has, and create one small experiment to find out what happens when you put it into the world.

Maybe somebody buys it.

You don’t need the whole business figured out.

You need somewhere to start.

 THE 25-YEAR ADVANTAGE

 

Find one sellable offer hiding inside 25+ years of experience. Build it in 24 hours.

 

 

 [TURN MY EXPERIENCE INTO AN OFFER →]

You’re not starting from zero.

You’re starting with 25 years of stock.

Let’s take something off the shelf.

Alex

$17 · Immediate access

A Note From Alex

I spent years leading from the outside in. Performing the version of myself that made sense to other people. Building a life that looked exactly right — and feeling quietly wrong inside it.

Alchemy isn't a course. It's not a challenge. It's the hour where you stop editing yourself long enough to hear what's actually true.

I built this from what I needed most. And couldn't find anywhere.

A way to name who I actually am — not who I'd become through years of adapting. That's the I AM script. Not affirmations. Not wishful thinking. A deliberate, specific act of reclaiming your own language for yourself.

A way to move. Because clarity without direction just becomes another beautiful thought you never act on. The 3 moves are exactly that — three concrete things that happen next. Small enough to do. Significant enough to matter.

And the shift. The one that happens when you finally say it out loud. When you stop thinking it and start owning it. That's not something I can fully explain here. But you'll know it when it happens.

That's what I built. Because I needed it. And because I think you do too.

$11. One hour. Your words, not mine. That's all this is. And it's enough to change the direction of everything.

Alex

I'M IN ▷ SIGN ME UP FOR THE WAITLIST

Who guides you through it:

Alexandra Åbrandt. Founder of Happy Rebel. 25 years of global leadership. Someone who crashed at 50, chose her own way forward, and found what was true in the rubble.

Communication and Leadership Expert. ICF Certified Coach. International Keynote Speaker. Trusted advisor for global brands. 1000+ leaders coached across sessions, programmes, and workshops.

She is someone who has done this work — and has guided hundreds of leaders through it.

What are clients saying about UNFRAMED?

"Today, I am clearer about what is mine to carry and what is not."

I entered UNFRAMED feeling capable but overextended. I stepped in too quickly when accountability was unclear and softened feedback to avoid discomfort.

I name expectations earlier and more directly. We restructured our management meetings with defined decision roles, and escalations have decreased because ownership is clearer.

Before UNFRAMED, I was responsible and protective. Right now, I am responsible and clear.

Director, Private Sector

"Before UNFRAMED, I was capable but cautious. Right now, I am clearer and more decisive."

When I began UNFRAMED, I was performing well but operating below my capacity. I adapted frequently in cross-functional settings and spent too much time preparing to justify my perspective.

Now, I speak more directly and trust my judgement faster. I don’t replay conversations the same way. My team approaches challenges earlier, and project turnaround has improved because expectations are clearer.

Senior Manager, Private Sector

"It challenges you precisely where it matters."

When I started UNFRAMED, I was performing well externally but felt internally over-calibrated. I was filtering my message in board and executive settings more than I realised and absorbing tension in order to maintain cohesion.

Midway through, I feel steadier and clearer. I no longer over-explain decisions or pre-manage conflict. Executive discussions are more direct, and we’ve reduced decision time on strategic matters by around 30 percent because conversations are cleaner.

Before UNFRAMED, I was high-performing but constantly adjusting. Right now, I am grounded in my authority without softening it.

If you are operating at a high level but know you are holding back part of your clarity, I would recommend UNFRAMED without hesitation.

CEO, Global Organisation Director