February 2025 Open Letter

Dear Systems Shakers,

There’s a red thread woven into everything we do at Massive. You can see it in our logo, but more importantly, you can feel it in our work. It’s not a branding gimmick. It’s a signal. A commitment. A declaration. That thread is Systemic Liberation—the unshakable belief that we are not here to fix broken systems but to create entirely new ones where equity, justice, and collective thriving are the standard, not the exception.

This isn’t just an idea. It’s the foundation of our work, our leadership, and our lives. It shapes how we coach, consult, strategize, and build. It’s the lens through which we see the world—and the reason we refuse to settle for anything less than real, radical transformation.

Systemic Liberation Is in Everything We Do

Virginia’s work and Justin’s work may look different on the surface, but they are deeply interconnected. Like the red thread, they weave together to form something stronger than the sum of their parts.

• Becoming Indomable (Executive Coaching) – Systemic Liberation starts from within. Virginia’s executive coaching isn’t about productivity hacks or surface-level confidence tricks. It’s about cultivating an indomitable mindset—the kind of leadership that is deeply aware, fiercely adaptive, and unwilling to be co-opted by systems that demand compliance over integrity.
  
  
• The Intersectional Leader (Leadership Development) – The Intersectional Leader is designed for impact-driven leadership teams ready to move beyond outdated, hierarchical models and cultivate adaptive, decentralized, and equity-driven organizations. Grounded in equity-based leadership, mindset coaching, and complexity science, this framework equips leaders with the tools to navigate uncertainty, harness collective intelligence, and build cultures of belonging.
  
  
• Shaking the System (The Playbook + Executive Briefing) – When systems push back, you know you’re onto something. Shaking the System isn’t just about resistance; it’s about designing alternative ways of working, leading, and creating that make the old systems obsolete. Through the playbook, the free executive briefing, and the one-day workshop, Virginia helps leaders understand the mechanics of systemic change and build organizations that are resilient, just, and highly impactful.

Meanwhile, Justin is doing the same work—just through a different entry point.

• Brand Strategy & Fractional CMO Leadership – A brand is not a logo, a tagline, or a PR stunt. A brand is a living system—one that can either reinforce the status quo or shake it to its core. Justin helps organizations build brands that are not only aligned with their values but actively pushing the boundaries of what’s possible.
  
  
• Branding for Misfits – Every major movement in history was powered by misfits, by those who refused to play by the old rules. Branding for Misfits isn’t about making you more palatable to the mainstream. It’s about amplifying your radical authenticity so that you attract the people who truly align with your mission.
  
  
• The New Resistance Roundtables – Business is political. Leadership is political. To pretend otherwise is a privilege that the most vulnerable among us don’t have. Through The New Resistance Roundtables, Justin is convening leaders who refuse to be complicit—who are using their businesses as platforms for real change, not just PR talking points.

The Work Begins Within

Systemic Liberation isn’t a distant goal; it’s a daily practice, a philosophy that informs our actions and a framework that guides systemic change. It starts by asking the hard questions:

• Where are we unintentionally reinforcing the systems we claim to oppose?
• How do we move beyond performative allyship and into real, courageous action?
• What does it look like to design organizations and movements that don’t just include diverse voices but center them?

And most importantly: How do we ensure that our own internal work is just as rigorous as the external work we are trying to create?

This Is Not a Trend—It’s a Transformation

Systemic Liberation isn’t a buzzword. It’s not a passing trend in leadership development—it is both a philosophy and a framework for transformation. It’s the recognition that the world doesn’t change unless we change the systems that shape it. That means moving beyond band-aid solutions into the uncomfortable, messy, necessary work of authentic transformation.

For us, this is not a job. It’s a calling. It’s the reason we wake up in the morning and the reason we push back against mediocrity, half-measures, and fear-driven leadership.

And if you’re reading this, chances are, you feel it, too.

Join Us

If this speaks to you—if you’re tired of watching leaders talk about change while doing the bare minimum to maintain the status quo—we invite you to step into this work with us.

• Schedule a free executive briefing with Virginia to explore how Systemic Liberation applies to your leadership and organization.
• Work with Justin to build a brand that is not just seen but felt—one that moves people, challenges assumptions, and sparks real change.
• Join the New Resistance Roundtables and surround yourself with leaders who refuse to compromise when it comes to justice, equity, and liberation.

Systemic Liberation is the red thread. It’s in our work, our words, and our bones.

Now, the question is: Where is it in yours?

With determination and fire,

Virginia & Justin