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THE OBSESSION SERIES SEVEN KEYS

THE BUILD

 

12 weeks from idea to something people pay you for.

Stop thinking about it. Build it.

Turn what you already know into something you can sell, package it, put a price on it and take it to real clients. Coached by me, step by step. And I’ll be with you the whole way. Live, every other week.

We start 8 January. By April, your idea could be something people say yes to. 

 

Yes. Let’s build it.

You’ve been thinking about it for a while now

On your walk. In the car. At 3am when the house is quiet.

Could I build something of my own?

You have years of experience. Skills, judgement, results, people who trust you. Things you’re so good at you don’t even notice them anymore.

Maybe you already have an idea. Maybe it’s more of a feeling, that you could do something else, something that’s yours. You just don’t know how to make it real.

So you keep thinking.
And the idea stays exactly where it is.

Ready to build

 

You are not starting from zero

 

Here’s what all that thinking has been missing.

You’re not starting from zero.
You’re starting from real stock.

I know this feeling. When I got restructured out at 52, I thought I was starting from zero. It was the biggest lie of all. I was starting from 25 years of experience, skills and knowledge that nobody could take from me. I just had to learn to see it, and then build something with it.

The same is true for you. Every year you’ve worked, you’ve been building your stock. Knowledge. Judgement. Ways of solving problems that other people struggle with. The company employed you. It never owned what you know.

All of it is still yours. And all of it can become something people pay you for.

The Build helps you choose one idea from your stock, shape it, price it and put it in front of real clients. In 12 weeks. I built my business from my own stock. Now I want to help you build from yours, up close, for 12 weeks.

Less thinking. More building.

Yes. Lets build.

 

Join the waitlist and you get
first access to best price and a
Black Friday offer when doors open.

TELL ME WHEN DOORS OPEN

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.

HOW WE BUILD IT

 

Three parts. One idea. Built step by step, together.

Part 1, Find your idea and test it
We go through your experience, your skills and what people already come to you for, and choose the one idea you want to build. You shape it into something simple you could sell.

Part 2, Package it and price it
You take what you learned and make it clear. What it is, who it’s for, what they get, how you deliver it and what it costs. So clear that a real client understands it straight away and finds it easy to say yes.

Part 3, Sell it and make it better
You take it out into the world and ask people to buy. My ambition for every woman in The Build is to make her first sale during these weeks. Then you learn from the people who said yes, make it even better and know how to find your next client.

I’ll be with you through every part. The building phase is my favourite of all, the moment an idea becomes real. I don’t want to miss it.

FROM THINKING TO BUILDING

 

Before The Build
An idea that lives in your head. Years of experience you’re not sure how to use. A quiet question that keeps coming back. Could I really do this?

After 12 weeks
Your idea is out of your head and into the world. Packaged, priced and clear enough that people understand it straight away. You’ve talked to real clients, made the ask and, ideally, made your first sale. And you know exactly what to build next.

The question has changed too.
From “could I really do this?” to “what’s next?”

I want to build!

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."

25 years in corporate, 13 of them at IKEA. Then a restructure called “Simplify.” One Monday: no job, no plan, no next week. Just a blank page.

Hell and heaven, same page. For the first time in 25 years, it was mine to write.

So I wrote my exit plan on it. Then I built a business, multiple six figures in three years.

Then came one reel. “The Gen X career crisis is real. Nobody’s naming it. So I will.”

Over 1.3 million views. Fifteen hundred comments, all asking the same things. I need a plan. Who am I now? Do I still have the skills? And over and over: how will I make money?

The Build is my answer to that last question. Everything I learned turning my own stock into a business, so you can stop thinking about it and build yours in 12 weeks.

WHO YOU’RE BUILDING WITH

  • Signed with a literary agent for my book about making an exit at 52. Sweden first, then the US, UK and Australia
  • At IKEA I ran production of a catalogue printed in 220 million copies
  • ICF certified coach since 2017
  • 500+ leaders developed, from CEOs to whole management teams
  • Trusted by IKEA, MiL Institute, Svenskt Tenn, Region Skåne, SVT, Stampen Media, The Fearless Organization, Krinova Science Center, Hitachi, Woman 4 Sustainable Growth, D.E.B, Booky and more
  • Keynote speaker, rated 5/5
  • Coaching women across Australia, Canada, Europe and the US
  • 1,700+ women in the Obsession Series
  • 100+ people in ongoing programmes

WHAT YOU GET TO BUILD WITH

12 weeks of lessons
Released one part at a time, so you build as you go instead of drowning in content.

Live coaching calls with me, every other week
Bring your idea, your price, your next step. We work on it together. Every call is recorded.

Hot seat coaching
Get coached on your real situation, in real time, and learn from everyone else’s too.

The Build community on Telegram
Access to me and to each other. Set your intention, get support, find your community. It’s like having a coach in your pocket. And when the 12 weeks are over, the community stays open.

Exercises and tools
Practical, step by step, made to turn what you know into something people pay you for.

Close to me, the whole way
I’ll be honest, I don’t give this much of my time anywhere else.

This is the closest you can get to me in any of my programmes. Every other week live, four days a week in our community. I’m not watching from a distance. I’m building with you.

.

I WANT IN!

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.

INVESTMENT

Stop thinking about it. Build it.

THE BUILD
12 weeks from idea to something people pay you for.

3 monthly payments of $997
First payment today.

Pay in full, $2,991
One payment today.

Everything included:

  • 12 weeks of lessons, released one part at a time
  • Live coaching calls with me every other week, all recorded
  • Hot seat coaching
  • The Build community on Telegram, Monday to Thursday, open after the programme too
  • Exercises and tools to turn what you know into something people pay you for

We start 8 January 2027.

Close to me, the whole way

I’ll be honest, I don’t give this much of my time anywhere else.

But The Build is the programme closest to my heart. The building phase is my favourite part of all of it. The moment an idea leaves someone’s head and becomes real, when she names her price for the first time, when the first yes comes in. I want to be right there for that.

So I’ll be with you every other week on live calls, and in our community four days a week. Your idea, your price, your next step. We build it together.

 

All sales are final.

Yes. Let’s build it. I´m in!

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

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

THE BUILD IS

FOR YOU IF...

  • you’ve a genX woman that has spent decades getting really good at something, and you want it to work for you now
  • you have an idea you keep coming back to, or a strong feeling there’s something you could build
  • you want to make money from what you know, on your own terms
  • you’re done thinking about it and ready to build it
  • You are longing to get out of your head- into building!

Wherever you are right now, still in corporate, on your way out or already restructured out (like I was..), you can start building from here.

I can’t wait to see what you build. Come build it with me.

Ready to build

Bettina
on what it’s like to work with Alex

“I’m absolutely thrilled! What I particularly love is how thoughtfully structured it is, with so many small, manageable steps. Without feeling pressured or overwhelmed, you’re guided through your own story, discovering your strengths, patterns and aspirations, and gaining some truly remarkable insights about yourself along the way. Sometimes surprising, sometimes almost astonishingly obvious, but always incredibly meaningful and spot on. It brings clarity, and it’s genuinely enjoyable!”

Bojana
on what it’s like to work with Alex

“It was an eye opener for me. Going through the assignments helped me reconnect with myself and look at my skills and abilities from a new, refreshing perspective. It made me aware that I am not alone in looking for a new perspective, and helped me discover where I want to go and what I want to do in the coming years. The network of amazing women is great, a space where we can share, speak and learn.”