A Conversation About Identity, Business, and Being Yourself
What if the problem you’re trying to solve in your business isn’t actually the problem?
It’s a question that comes up a lot in my work, particularly when it comes to branding. Someone thinks they need a logo, a new website, or an entirely new brand.
Sometimes they do.
And sometimes the real issue is much deeper: a disconnect between what you’re trying to do, how it honestly helps other people, and what those people need to hear to care about your business.
For example, you can create an incredibly detailed fictional client avatar—age, income, martial status, favorite coffee order—and still have no idea why they’d choose your business.
That question extends well beyond business, too. The assumptions we make about ourselves, the roles we think we’re supposed to play, and the ways we try to fit into other people’s expectations can shape far more than we realize.
I recently sat down with Aparajita Srivastava for her interview series, The Glitch Edition, to talk about some of these ideas and the experiences that have shaped how I think about brand identity, communication, and the stories we tell.
We cover a lot of ground, including…
- What happens when we hide parts of ourselves (and how that can actually hurt our brands)
- Why we sometimes pursue the wrong solutions (and what it means to question commonly accepted assumptions)
- How to keep moving when self-doubt disguises itself as the need to be more prepared
- And why a plan falling apart might actually be a sign your business is doing something right
It’s a conversation that touches on how I approach my work and the bigger questions underlying what makes a business a place people keep coming back to: how we understand ourselves, how we relate to other people, and what changes when we’re willing to look at things differently.
Read the full interview in The Glitch Edition on Substack –>
