Sometimes, a whole lot.
“Re-branding” seems to be a thing lately. “Ghoulish Delights Bath Shop” is becoming “Balefire Apothocary” and ”Hearts Peace Healing” is becoming “Hygge Lightwork.” One personal trainer is becoming a Tarot reader, while a musician is becoming a personal trainer and a martial artist is shifting to being a musician and life coach. Of course, Modern Oracle Tarot is now TaoCraft Tarot.
My sense is this is growth, evolution, and expansion is a very good thing for all of us. The new name isn’t just a marketing ploy. There is no ill will or negative feeling about our old names or identities at all. Shedding our old “brand” is like a snake shedding its skin: It’s necessary for growth. We are re-naming, re-imagining, and re-building in order to embrace more things and to become more fully ourselves. I can’t speak for the other folks, of course, but after brief chats on social media, I get the feeling we are all very much on on the same page.
Expansion and deeper authenticity is certainly my aim in abandoning Modern Oracle and building TaoCraft. As I write this, Modern Oracle feels like something that happened ages ago to someone else. Time passes. I’m not the same person who started Modern Oracle. TaoCraft is me, now.
That doesn’t mean I have to abandon EVERY single little thing. “The Niggles” are still here. Those posts are about ideas that camp out in my head, and niggle there until I write about them. Yeah, I know. That sounds more like a brain parasite than creative inspiration. Some ideas are like that. I blame the muses for lack of a better idea.
Since the very beginning of this re-branding process, I’ve felt pushed to talk about TaoCraft as a name. I have no earthly idea why, or even what to say, so I’ll follow that spirit, inspiration, call of the muses, or brain idea-parasite such as the case may be.
Let’s start with the obvious. “TaoCraft” is a made up word, and I’ve stuck a capital in the middle. Why? I like it. As two words, it is a description. As one word it is a NAME. I threw the capital in because 1. it works as a humpback web address and 2. “Craft” is an integral part of the concept with a dollop of double meaning.
Tao, as many of you know, is from Chinese philosophy; Taoist, Taoism, Tao Te Ching. Just to be pedantic, Tao and Dao are the same thing. Tao is Pinyan westernization of the Mandarin word, while Dao is from the Wade-Giles system. The few minutes I studied Mandarin back in the 90s, I was taught using Pinyan, so there you are. Tao it is. Tao is usually translated as “way” as in a “way of life” or a “way of doing things.”
What does Taoism have to do with Tarot? A surprising lot, actually. “Magical Tarot, Mystical Tao” by Diane Morgan explains it best. It was an enormous influence in the early days of my Tarot career because it connected two great loves. Time and time and time again, Tao and Tarot were philosophies, a way of looking at the world, that I could rely on. I could lean on them in turbulent times without them crumbling to dust and nothing the way religion always, always did. When your life puts your beliefs to the test, they shouldn’t fall apart. Taoism and Tarot never did. No matter what I would learn or explore, I always circled back to them and found them reliable and trustworthy. Tao and Tarot belong here in this new mental and spiritual living place. They are very much an authentic part of me. This re-branding is, as is highly valued within Taoism, an exercise in deep authenticity.
Craft is also a bridge. As Tao and Tarot bridge east and west, Craft bridges old and new. When I see the word, “arts and crafts” spring to mind. That kind of craft is an old and familiar thing. My grandmother taught me to embroidery when I was 6. Embroidery, cross stitch, knitting, beading have been a part of me since then. I like to create and make. That embraces the meditation mala and assorted stuff I make and put in the TaoCraft Tarot shop on Etsy. Craft connects to a fond memory of a cherished Grandmother – a wise woman whom I swear was magic. Which brings me to the new craft. THAT craft. THE craft. Not the movie, although it is one of my favorites. TaoCraft expands my Tarot cyber-world to include, mala, meditation, Reiki, and my own brand of magical craft. It took half a century to even flirt with the notion of associating with magick or witchcraft, but dammit, I’m claiming it now. And I’m defining it on my own terms. This is my own non-diestic, non-ritualistic, natural, energy reading WAY of engaging with a solitary sort of witchCRAFT. The best label I’ve found for what I do is from Laura Zakroff’s book “Sigil Witchery”. A “modern traditional witch” is one who “does what needs doing when it needs done using whatever is at hand.” That. So that. Magick is woven in to life, both the special and ordinary times. Magick is found in both the special and the ordinary things at hand.
There you have it. That is what is in THIS name. Welcome to TaoCraft Tarot.