Hi. I’m Dusti, a Fractional CMO and marketing strategist in the personal development space, and as a long-time service provider, I am an outspoken critic of the false promises, hypocrisy, and theft rampant in this multi-billion-dollar unregulated, and often harm-causing corner of the internet.

Despite it all, I think there is good here – and I believe we can change the industry for the better. Here’s how.

– Guidance, not gurus and gimmicks.

We seek out real mentorship from people who do what we do – not who say they can help us make more money by “fixing our mindset”. (Because mindset is a drop in the bucket when your onboarding is trash, your systems are a hot mess, and you’re just trying to stay afloat and figure out wtf you’re doing anyway.)

– Transparency in programming and marketing, not Oz hiding behind a curtain with basic bitch biz 101 content.

We don’t teach marketing methods we don’t use. If we’re filling your programs with ads and purchased email lists, we stop preaching content and organic social.

If people aren’t finishing our programs, we give a damn enough to figure out why, fix what can be fixed on our end, and progressively ensure better client outcomes with the results.

– We take responsibility as leaders and managers.

We use our visibility and privilege for good. We look to give a hand up where we can, because that is how we all rise. We give credit where credit is due.

If we can’t keep staff, we take a good hard look at why (the fact that we are the common problem in those situations). As we grow, we create jobs we would have dreamed of having.

– Industry critiques with tangible next steps, not just bitching about the space.

When we get angry about the injustices we see online, we question why. And then, we take action. We don’t engage in mob culture.

We punch up, not down. We do better than a DEI certificate that gets stuffed in a drawer. We don’t fuck with false scarcity. We do what we say we’re going to do, and if we can’t, we do our best to rectify the situation while holding space for the reality of failure in a space that often demands perfection.

This list is a work in progress, but it’s the part of the code of ethics I’m developing for my programs moving forward.

It’s also the basis that I’m building Practical Magic on top of. If you’re interested in learning more about Practical Magic, click here.

Recent + Relevant Posts:


The most valuable lesson I learned in 2023

Parts of this are probably going to come out wrong, but I hope you’ll bear with me as I suss this out. I think there’s something important here for more than just me. It’s me! Hi! I’m the problem, it’s me! The most valuable work lesson I learned this year? Not being so trigger-happy on…

Reinvention Co - Dusti Arab

With love from Colorado

Sitting at Corinne for brunch with my three beverages – orange juice for morning sickness, water for life, and coffee for my brain – I think I’ve finally adapted to the altitude and caught up on the lack of sleep. I’ve been in Denver since last Friday for The Failure Ball, seeing some of my…

Reinvention Co - Dusti Arab

Unexpected news

I’m still reeling from Wednesday. Making good on a campaign promise, Biden’s administration provided student loan relief to millions – including myself. As a recipient of Pell grants, meaning I was very poor when I went to college, $20,000 of my student loans were effectively wiped away with the stroke of a pen. I had…

Reinvention Co - Dusti Arab

love and light: the harbingers of death

It’s been a minute since a Facebook post got me so fired up I had to rage write a blog post before bed, but here we are. Someone who I’m not sure how I’m connected to posted a fake Times cover calling Trump America’s greatest president. My feed is typically scrubbed sparkling clean of any…