THE STORY BEHIND SELF CODED
For more than a decade I’ve worked behind the scenes with Australia’s most recognisable names - building their brands, campaigns and careers.
I have watched extraordinary people edit themselves to fit what they see is working for others but in doing so, removed the edge that makes them powerful. In trying to manufacture influence, people erase the two key things that actually create it - their core identity and individuality.
After years of observation, I realised numbers were not the key to influence. I can say with certainty, real influence does not pivot around audience size, content quality or algorithm luck - it is born and sustained from the clarity of someone's identity and their ability to publicly embody it.
Lily Baker, founder of LMB Management and Self Coded™.
OUR PHILOSOPHY
True influence isn’t about performing, perfecting or producing more.
It’s about uncovering the clearest, most grounded version of who you are - and learning to embody and articulate that with conviction.
Self Coded™ makes that process measurable, structured and deeply personal.
THE STORY BEHIND PERSONAL INFLUENCE.
Self Coded™ was created to prove that individuality - not imitation - is the foundation of influence.
After twelve years building some of Australia’s most influential talent, I realised something: real influence isn’t about audience size, content quality or algorithm luck - it’s about identity.
I’m Lily Baker, founder of LMB Management and Self Coded™.
For more than a decade I’ve worked behind the scenes with Australia’s most recognisable names - building their brands, campaigns and careers. What fascinated me most wasn’t their reach - it was their resonance.
Why could one creator sell a 100 thousand worth of product in a single post while another, with the same following, couldn’t move the dial? That question became my obsession - and eventually, the foundation of Self Coded™.
