Executive Magick

‘And he drew forth the brand Excalibur…’

Tennyson

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 my last article written for the summer solstice, 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, firstly because I want to inject
some sense of adventure into the world of business. In my work with the
Venus Sequence, the Wealth Point is a trigger within every individual’s
conditioning that determines our most gifted style or approach towards
creating wealth. The foundation of all six patterns is the theme of Joy. If it

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isn’t fun, then it isn’t really your destiny, regardless of how much money
you can make. 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 ‘hippy dippy’ 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

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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.

The GeneKeys Foundation

Over the next year, we at GeneKeys will be expanding the vision of our own
business through establishing the GeneKeys Foundation. The Foundation will
really be little more than a holding company for a growing matrix of
independent brands, brand names and systems all of which are interrelated
and which are designed specifically to carry an aspect of Truth into the
mainstream culture. In addition to this we will be looking for allies and
entrepreneurs to work with any or all of the systems that we create or
represent. Essentially we are looking to build a fellowship of like-minded
individuals with the utmost integrity who can work together with us in
absolute transparency. The real power behind any product is its quality, and
we are looking for quality people! We know that the more transparent our
dealings, the more successful we will be.

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Synthesis and Cross-Fertilisation

As the 45th Gift testifies, great wealth comes through Synthesis 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 be immediately be transferred to all
the others. If for example, you are working with The Venus Sequence, and
someone else is working with the Crystal Alphabet, 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 Synthesis work alongside each other.

Entrepreneurship for the future

Since we at GeneKeys are creating a multi-layered matrix of systems and

brands, we cannot possibly manage and run them all on our own. As I
mentioned in my last article, we have many more brands still to create,
which means more business and exposure for everyone in the long term. At
this stage, I am simply unveiling my own Gifts as I go along. For this reason,
I am looking for friends who feel a deep affinity with my overall vision 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 therefore you are interested at any level in becoming involved with any of
our systems or brands, either now or in the future, we invite you to
introduce yourself to us so that we can build a relationship with you
beginning right now.

Wishing you all a deeply relaxing August,

With regards,

Richard

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