YOU HAVE A NAME. YOU HAVE A VOICE. YOU HAVE SOMETHING TO SAY. SOMETHING TO STAND FOR. SOMEONE ASKS YOU 'WHAT ARE YOU?' AND YOU DON'T KNOW WHAT TO SAY.

OR WORSE. YOU SAY SOMETHING DIFFERENT EVERY TIME.

YOUR INSTAGRAM SAYS ONE THING. YOUR WEBSITE SAYS ANOTHER. THE WAY YOU TALK IN PERSON DOESN'T MATCH EITHER. YOU'RE NOT LYING. YOU JUST HAVEN'T DECIDED WHO YOU ARE.

AND THAT'S THE PROBLEM.

THINK OF SOMEONE YOU ADMIRE. SOMEONE YOU RECOGNIZE IN TWO SECONDS. IT'S NOT BECAUSE OF THEIR LOGO. IT'S NOT BECAUSE OF THEIR COLORS. IT'S BECAUSE YOU KNOW EXACTLY WHAT TO EXPECT. BEFORE THEY OPEN THEIR MOUTH, YOU ALREADY KNOW WHO THEY ARE.

THAT'S IDENTITY.

YOU DON'T HAVE THAT. YOU HAVE GOOD THINGS. BUT THEY'RE SCATTERED. LIKE A DRAWER FULL OF PHOTOS WITHOUT AN ALBUM. EACH ONE TELLS A STORY. TOGETHER THEY TELL NOTHING.

SO WE START WITH A QUESTION. ONE NOBODY HAD ASKED YOU BEFORE.

WHAT DO YOU ACTUALLY BELIEVE?

FIRST WE REMOVE EVERYTHING. THE REFERENCES THAT AREN'T YOURS. THE IDEAS YOU COPIED WITHOUT REALIZING. THE THINGS YOU DO BECAUSE THEY 'WORK' BUT DON'T REPRESENT YOU.

WHAT'S LEFT IS THE ESSENTIAL.

THEN WE DEFINE WHO YOU ARE. WHO YOU'RE NOT. AND WHO YOU REFUSE TO BECOME.

FROM THERE EVERYTHING IS EASY. WHEN YOU KNOW WHO YOU ARE, DECISIONS MAKE THEMSELVES.

YOU STOP EXPLAINING YOURSELF.

PEOPLE START INTRODUCING YOU BEFORE YOU SAY A WORD. 'YOU HAVE TO MEET THIS PERSON.' THAT'S HOW PEOPLE TALK ABOUT SOMEONE WITH IDENTITY.

WHAT YOU DO DOESN'T CHANGE. HOW PEOPLE SEE YOU DOES. AND HOW YOU SEE YOURSELF.

YOUR IDENTITY ISN'T YOUR LOGO. IT'S NOT YOUR FEED. IT'S NOT YOUR FONT.

IT'S THE REASON SOMEONE CHOOSES YOU AND NOT THE OTHER ONE.

IF OTHERS CAN'T EXPLAIN WHAT MAKES YOU DIFFERENT, THE PROBLEM ISN'T OTHERS.

IT'S YOU.