"Amy, don’t do it. It’s a terrible idea."

I’ve lost count of how many times I’ve heard this. In fact, I have yet to meet a single person who thinks calling my framework The Identity Apocalypse is a good idea.

Everyone has told me it’s bad for business. It sounds like the end of the world. Too doomsday for a service provider. It’s a marketing nightmare because it’s so negative. It won’t sell. It’ll turn people off.

And for the longest time, I hesitated. I considered renaming it, tweaking it, and softening it to be more palatable. But no matter how much I tried, nothing else quite fit. I kept coming back to this name. Because this isn’t just a catchy label – I truly believe it’s a name that God has placed on my heart.

It may surprise you. It may even shock or intrigue you. But here you are, reading this. And that tells me two things: first, God must have led you here. And second, there must have been something about this name that made you pause long enough to want to know what it’s really about.

What is the Identity Apocalypse?

The Identity Apocalypse is the signature framework that I use for coaching – it’s the core foundation of my services.

This framework is the tool I teach and how I help people navigate the different seasons of their life journey.

So, why the terrible doom and gloom name?

Why am I so stubborn about keeping it, despite all the advice to the contrary?

The answer is in the word itself.

Allow me to explain.

Have you had an Apocalypse?

Most people hear the word apocalypse and immediately think of doomsday scenarios—end-of-the-world movies, destruction, and chaos. Even my 8-year-old son, when I mention the word, says, “Oh, like the zombie apocalypse!”

It’s what we’ve been conditioned to believe, and modern media (like zombie movies) certainly adds fuel to that fire.

Here’s the thing: while the apocalypse hasn’t arrived – the earth is still spinning, we’re all still here, and (thankfully) zombies aren’t roaming the earth – many of us have, at some point, experienced, are experiencing, or will experience our own personal apocalypse.

Not literally.

But in the sense that a major pillar of your life – something you deeply identified with – suddenly crumbles.

• Maybe it’s your career; i.e. losing your job and realizing the identity you built around your work has vanished.
• Maybe it’s a relationship; i.e. losing your life partner, forcing you to rethink who you are without that person.
• Maybe it’s a health crisis; i.e. a grave diagnosis that leaves you questioning who you are without the physical capabilities you once had.
• Maybe it’s an internal shift; i.e. waking up one day and realizing that, despite nothing external changing, your internal world has shifted. You start asking, What am I doing? Why does this feel empty? What’s my purpose? (sometimes also known as the mid-life crisis .... which doesn’t only happen mid-life).

All these moments shake us to our core. They feel like the end of the world as we know it.

So while the earth is still rotating, yours has stopped. Everything seems to be going fine for everyone apart from you.

It’s the end of YOUR world.

Your apocalypse.

But here’s where I have extremely good news for you.

An apocalypse doesn’t mean destruction – in fact, it means the very opposite: a revelation.

The Truth About an Apocalypse

I will never forget the moment I learned the true meaning of the word apocalypse.

I first heard about it when I was learning how to read the book of Revelation in the bible and I saw this BibleProject video.

The word apocalypse comes from the Greek word apokalypsis, which means to uncover or reveal. In a biblical context, a revelation can only come from God – when He opens our eyes to see His reality instead of our own.

Take the Apostle Paul, for example. He thought he was fighting for God, but then – apocalypse – a blinding light and a voice from heaven stopped him in his tracks.

In that moment, he realized he had been fighting against Jesus, not for Him.

That revelation was the end of the world as he knew it. His career as a zealous Pharisee was doomed. His prestige, influence, and financial security were likely to follow. His followers and supporters would turn away, unable to comprehend his sudden transformation. And perhaps most humbling of all, he now had to join the very people he had been persecuting. Everything he had built his life upon collapsed in an instant.

But in that same moment, God revealed something greater: his true identity.

Not as Saul the persecutor, but as Paul the apostle. Not as a man defined by law and status, but as a servant of Christ.

WHOA.

This discovery changed EVERYTHING for me.

And THIS is exactly what The Identity Apocalypse framework is about.

It’s about allowing God to reveal and uncover who you truly are despite your circumstances and experiences.

Not who the world says you are, not who your career or relationships define you as, but who God created you to be.

It’s the revelation that you are more than your health.

More than your job.

More than your role as a parent, spouse, or leader.

More than the repetition of daily life that leaves you feeling stuck.

Your circumstances may be shaking you, but they are also revealing you at the same time.

And in the midst of it all, God is speaking. He is showing you who you are in Christ. Not for what you do, but for who you are - His beloved child.

But this isn’t something I can just tell you.

You have to experience it. You have to allow yourself to hear Him, to be loved by Him, to let Him gently peel away the layers to uncover your identity.

And the framework is a tool that I have developed – it truly is a gift from the Spirit that I have been prompted to share – in order to guide us on this revelatory journey together.

That’s why I call it The Identity Apocalypse.

Some people have advised me to name it The Identity Revelation instead. After all, if the terms are interchangeable, surely I can use the word revelation instead of apocalypse. It sounds more positive!

But it doesn’t mean same time.

The word apocalypse holds a double meaning – it’s both the experience of having life as you know it come to an end …. and the experience of having your true identity revealed to you.

The word revelation does not have that same effect.

So yes, I could have called it something else. Something softer. Something easier to market.

But it wouldn’t have carried the depth of meaning that this does.

So here we are. And here it stays.

Now, I was going to share the framework with you as well, but this post has gone on for far too long.

So I’m going to end it while I’m ahead and share the said framework with you in my next post.

But for now, I’ll leave you with this:

If you’re in the middle of an apocalypse, don’t be afraid. Know that’s this isn’t just an ending.

It’s also a beginning: an unveiling and a revealing of something beautiful – who you truly are in Christ.

Blessings,
Amy