Outlaw Behavior
You weren’t made to fit in - You were made to set fire to the mold
Outlaws aren’t rebels without a cause, they’re Founders with fire. These are the change-makers, boundary-breakers, and truth-tellers who refuse to play nice with systems that were never built with them in mind. They don’t wanna build a brand, they wanna build a new world.
Whether they’re pulling back the curtain on industry bullshit, burning down their niche to rebuild it from scratch, or creating offers that don’t fit any conventional box, Outlaws challenge norms simply by existing out loud. They’re not asking for a seat at the table. They're flip'n the fucking table and standing in its place.
Content & Marketing
Behavior
When an Outlaw creates content, it doesn’t sound like everyone else and that’s the main point. Their marketing is raw, unfiltered, and often polarizing. They’re not here to be digestible. They’re here to be undeniable. Their content shows up as hard-hitting truths, boundary-pushing rants, bold predictions, or straight-up calling out bullshit in their industry.
They’re allergic to fuckery. Their words feel like friction because they’re meant to spark something. You won’t find them doing a 7-step email funnel unless it’s got a punchline, a protest, or a purpose. If they’re using frameworks, it’s to dismantle the status quo, not to replicate someone else’s system.
Marketing for the Outlaw isn’t about building a fucking “know-like-trust” sequence. It's about creating a movement that folx can see themselves in. And once that resonance hits, it’s tribal, not transactional.
Aligned Attraction
When they’re in alignment - when their values, voice, and vision are speaking the same truth - Outlaws become magnets for the misunderstood, the misfit, and the mission-driven. They draw in folx who are done being polite, done being silenced, and done playing by rules that only serve the few.
They attract clients, collaborators, and communities who want to build something different; folx who’ve been waiting for someone bold enough to say what they’ve only dared think. Outlaw-aligned brands don't just attract clients; they attract co-conspirators.
But if their alignment slips - if rebellion becomes reckless or reactive - they risk alienating the very folx who need their leadership the most.
Depth of Expression
Outlaws can exist at multiple levels of brand behavior, and each one tells a different story.
Surface (Mask): This is cosplay rebellion. The Founder posts controversial takes but ducks when shit gets real. It’s performance without principle.
Function (Tool): Rebellion is used selectively. They disrupt trends to stand out, but only in service of sales. It works, but it’s shallow as fuck.
Truth (Rooted): Rebellion is not just a strategy, it’s how business is done. Every choice, every message, every offer is steeped in integrity and impact.
Trap (Distorted): Here, rebellion becomes sabotage. The Founder resists help, consistency, or success because stability feels like selling out. They torch opportunities just to prove they’re still untouchable.
When a Founder knows where they sit in this spectrum, they can learn to scale without losing their flex because truth travels farther than rage.
Distortion, Desire & Strategic Use
The Outlaw is fueled by the core human desire for liberation; freedom of expression, freedom of choice, and freedom from systems that feel oppressive. But when this desire is filtered through distortion, especially all-or-nothing thinking, it mutates into self-sabotage.
They convince themselves they have to either stay radical or sell out. That they’re either a movement or a brand. Never both. This distortion makes them walk away from stability, audience growth, or profitable pivots simply because it doesn’t feel dangerous enough.
Strategically, the Outlaw is a branding superpower when properly aligned. They become thought leaders without trying. They don’t follow trends, they cause them. But to make that influence sustainable, they have to learn to tether their fire to a foundation. It’s not about softening the blow, it’s sharpening the aim.
When they stop burning everything and start building from the ashes, they become more than a brand.
Family Hierarchy
Not all Outlaws blow shit up. Some plant seeds beneath the system while others walk away from it entirely. But every Outlaw, no matter how loud or low-key, carries fire. The urge to break away, break open, or break rules that never made sense in the first place. This family traces the path from quiet rebellion to full-blown resistance, moving from the cautious Reformer to the unapologetic Rebel.
5. Reformer (Gatekeeper’s Worst Nightmare)
The Reformer sees injustice and wants to fix it but still believes in playing by the rules. They try to change the system from inside using respectful rebellion.
Behavior: Idealistic, structured, often cautious.
Stuck Sign: You’re doing all the “right” things but making no real noise.
Elevation Strategy: Take one risk that scares you. not your brand, you.
4. Maverick (Strategic Rule-Bender)
The Maverick is bold, charismatic, and hard to box in. They bend the rules instead of breaking them. They know where the line is and how to flirt with it.
Behavior: Independent, unpredictable, likable but edgy.
Stuck Sign: You say you don’t care what folx think. but you still do.
Elevation Strategy: Stop asking “Can I do this?” Start asking, “Who’s going to stop me?”
3. Gambler (Risk-Taker With Receipts)
The Gambler takes the leap and builds the parachute on the way down. They thrive on risk, novelty, and adrenaline, but often leave a trail of unfinished business behind.
Behavior: Energetic, bold, chaotic brilliance.
Stuck Sign: You’re chasing the high, not the outcome.
Elevation Strategy: Choose one lane and light it up.
2. Activist (Mouthpiece of the Movement)
The Activist doesn’t just challenge the system, they rev up others to do it too. They’re loud, clear, and committed to impact beyond themselves.
Behavior: Vocal, values-driven, deeply persuasive.
Stuck Sign: You’re always speaking truth but rarely building power.
Elevation Strategy: Build the infrastructure to support your message.
1. Rebel (Undeniable Force)
The Rebel is the ultimate embodiment of the Outlaw. They don’t just rebel, they redefine. They’re clear, powerful, and unapologetically true to themselves, even when it costs them.
Behavior: Commanding, magnetic, trailblazing.
Stuck Sign: You don’t recognize your own influence and keep trying to prove yourself.
Elevation Strategy: Lead the movement. Don’t just spark it, scale it.
Now that you've looked in the mirror...
You just stared down an archetype and neither of your were play'n. This is your brand behavior in the wild. If something in this profile made you feel some kinda way, like a little too familiar, it’s time to move from awareness to alignment.
Pick your next move:
Book a N.A.G. Session so we can get you the right proof for your brand behavior.
Go inside the Private Reserve because that's where the handbooks reside:
👉🏾 10 Distortions Behind the Brand
👉🏾 16 Desires Driving the Brand
👉🏾 Five Levels Beneath the Brand
Yeah, Brandbaby. This goes deep. Each one is designed to dig deeper than a surface-level brand vibe. No quizzes. No challenges. No shit.