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THE OBSESSION SERIES SEVEN KEYS

THE GEN X CAREER CRISIS
The step-by-step way out.

Waitlist open.
Be first in when the doors open again, and get pre-launch offers nobody else sees.

One plan. One page. On your wall.

THE EXIT PLAN

Dreams stay in your head.

Plans go on the wall, and get built.

Let's build yours.

Because you're not done. You're just done pretending the fit is fine.

You've worked for decades. Managed people, solved problems, held families together, kept companies running.

You built careers. You built everyone else's dreams.

And now you're awake at 3am doing the maths. How many years left. What it would cost. Whether it's too late to build something of your own.

This isn't a midlife wobble. It's the Gen X career crisis, and it's real.

You didn't fall behind. The ground moved. Restructures, right-sizing, a whole generation of the most experienced people in the room quietly shown the door.

It was never the wrong time to want more.

It's exactly the right time to plan for it.

TELL ME WHEN DOORS OPEN

Restructured or Reinvented?

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, with a room full of women in exactly the same place. 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.

HERE'S HOW WE BUILD IT:

THE STOCKTAKE
You are not starting from zero. You're starting from decades of experience. Let's count what you actually have.

THE WHY
Not what you should want. What you want now.

THE WHAT
We pressure test your ideas until one survives.

THE HOW
Money. Timeline. Runway. First moves. This is where dreams become logistics.

BY DAY 40

JOIN WAITLIST

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.

One reel on Instagram:

"The Gen X career crisis is real. Nobody's naming it. So I will."

 

Over 1.3 million views. Fifteen hundred Gen X women (and yes, some men) in the comments, all saying the same things:

I need a plan. What will I do? Who am I? What do I actually want? I have more to give. Do I still have the skills? And, over and over:

How will I make money?

And then this one, which I haven't been able to stop thinking about:

"I'm trying to figure out if I'm living up to my full potential of making a difference in this world. Am I aiming too low, at the wrong goals, or just without the right strategy to succeed?"

The Exit Plan is the answer to those questions.

 

The Gen X career crisis is real.  

 

You see the change coming. You're done, but not done.

1.  You've led change for years, you can read a room. The restructure hasn't been announced. But you know.

2.  Or you're already out. Severance in the account, calendar suddenly empty, everyone asking what's next.

3.  Or you're done. Career on top, title intact, still not fulfilled. Fed up, and wanting more.

Three doors. Same question: what now?

PUT ME ON THE LIST!

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."

Hey. Its Alex..

I got my crisis delivered in one conversation, after 25 years in corporate, 13 of them at IKEA.

They called the restructure "Simplify." One Monday: no job, no plan, no next week. Just a white paper.

Then the flip. Nobody had written on that paper. No company, no boss, no title. For the first time in 25 years, it was mine.

Hell and heaven. Same paper.

I built my exit plan on that paper. Then a business. Multiple 6-figures in 3 years, aiming for 7. Then: The Exit Plan so you can carve out your next step in forty days instead of finding your way in the dark like I did.

25 years in corporate. Expert in leadership, change, communication & marketing. ICF certified coach since 2017. Over 500 leaders developed. And now, building a community for Gen X career crisis friends. 

 

 

Join the waitlist and you get
first access when doors open.

TELL ME WHEN DOORS OPEN

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.

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

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