Philosophy has a lot to answer for.
First dates, conscious recoupling, and what my work actually looks like now.
Hey, Rebecca here ✌🏻 Welcome to my musings on The Art of Figuring Shit Out. Why sometimes we can, but often can’t make sense of the stuff in our businesses (and lives), from someone who does this exceptionally well for clients, yet can’t seem to do the same for herself.
Last week, I went on a first date.
It was with a woman, a new acquaintance, friend perhaps, who although I’d never met in person, felt drawn to. Our paths kept crossing in seemingly serendipitous ways, nudges not to be ignored. She felt it too.
Before our drinks and peanut butter granola bars (we’d inadvertently ordered the same) had even arrived at the table, we’d connected over the shared belief that in our collective disconnection from nature, we’d unconsciously uncoupled from ourselves, too.
(I knew we’d get on).
Those that know me, know I don’t really do small talk. I seek depth, connection, meaning from my exchanges. This is reflected in how I work, too.
One of the foundational beliefs of my business is that the best ideas come from intuition, never analysis.
It’s all well and good weighing things up on paper, looking at the data, but if it doesn’t feel right - well that’s what I’m basing my decision making on.
(There’s also the not so insignificant argument that nothing original can be found in what’s already out there - but that’s an essay of its own).
This goes against most of what contemporary societal institutions, educational systems and corporate practices that prioritise rational thinking, teach us.
But they’re wrong.
Humans are multifaceted, multi-dimensional beings attuned to a much older, wiser intelligence.
Animal instinct, that gut-feeling, is an ancient tool of survival honed by evolution that enabled us as species to respond to challenges, threats and opportunities. In short - to thrive.
So when did we stop listening to it?
Philosophy has a lot to answer for.
Let’s go back circa 2,500 years ago, to when philosopher Plato declared that humans alone possess reason and intellect, and are as such superior to every other living creature.
It wasn’t an entirely original thought, as early as 510-440BC Parmenides proclaimed pure reason to be the only criterion in the pursuit of truth, yet as author Sharon Blackie writes in The Enchanted Life; “in one fell swoop we are severed from the rest of life on this planet, no wonder we feel entirely alone”.
Aristotle immortalised this in what would evolve into the Great Chain of Being, a value system prominent in renaissance philosophy which placed god, angels and humans above, and as such superior to animals, plants and minerals.
Intellectual and transcendental good. Physical (inclusive of nature, our own bodies even) bad, not to be trusted.
I think, therefore I am.
But it was Descartes who delivered the final nail in coffin, declaring in Discourse on the Method (1637) and Meditations on First Philosophy (1641) that the non-human world, devoid of sentience, purpose and value were the possession of humans.
Giving us, as he put it, free reign to “enjoy the trouble free fruits of the earth and all the goods found there”.
We all know how that’s going.
A pre-curser to the Enlightenment, Descartes’ work steered thinking toward the age of if-it-can’t-be-measured-empirically-then-it-can’t-be-verified. Which, as we’ve seen still broadly informs thinking today.
It doesn’t stack up.
Through the lens of this Sense Maker, one that specifically distills the many chaotic, brilliant, disjointed and emotionally charged beliefs, opinions, perspectives of her clients into one, streamlined narrative that reflects exactly what they want to be known for, it doesn’t add up.
There is nothing empirical about this process whatsoever, yet the outcome is absolute clarity, rooted in undeniable truth.
Their truth.
Because…
Humans are emotional decision makers.
95% of our decisions are driven by emotion; our lived experience, life lessons, memories. The remaining 5% allocated to rational drivers? Their role is to sense check.
I imagine it to be a delicate, unchoreographed dance between the contemporary, logic-led and more ancient, emotionally-led parts of our brain, in which the latter is the lead.
In fact, studies have proven that if access to the part of the modern prefrontal cortex that processes, or listens to, the emotional messages sent by the more primitive amygdala is damaged, our ability to make even day-to-day decisions is greatly diminished.
I’ve simplified, obviously. The topic is explored far more comprehensively in the1994 book aptly named Descartes’ Error, authored by neurologist Antonio Damasio.
So what does this have to do with the way I work?
Well, ultimately, all of my clients have a decision to make.
They’re on the cusp of change, growth. Perhaps you are too.
You might want to transition from a one-woman-band to agency model, or pivot to attract bigger, or a broader range of clients. Maybe you want to evolve your offering into a standalone entity in and of itself, or unite multiple revenue streams or interests under one overarching identity.
And when you do, my god you want clarity in your messaging, absolute conviction in how you share it, to be seen as the actual embodiment of it.
So far so good.
Until, you try to figure out what “it” is.
Oof. That delicate dance? It becomes clumsy, confused.
The brilliant, disjointed and emotionally charged beliefs, opinions, perspectives - descend into chaos.
I call it the chaotic block. (I know it well, I’m sure you do to).
You over think, over-intellectualise, get too much in your own head.
And then you can’t make sense of any of it.
My process brings you, and all of those wonderfully chaotic thoughts out of your head, and gives them space to breathe.
We lay them bare.
Then we get to work.
We organise and distill them into one cohesive belief narrative.
From here we identify 3-5 core opinions that become thought your leadership pillars.
Then distill these further to build a simple, yet compelling case for your business - aka your stake in the ground.
It’s from this your wider brand messaging, stories and body of work emerges.
Which we then house under an all encompassing identity, idea or method that becomes a living, breathing positioning concept - aka the entity on which your entire brand and business hangs, the one thing that you will become known for.
That makes you look up to your (not to distant) future-self, from a place of wide-eyed awe.
And we do it all based on feeling.
What your body tells you is right, not what your logical brain dictates. That’s what ensures the outcome is inimitable, and undeniably YOURS.
An act of conscious recoupling, if you will.
Of course we sense check it. We ensure that when layered over your client’s needs and the wider ecosystem of the market, its backed by reason, analysis, insight.
But that’s the 5%.
The inner-knowing, shaped by your expertise, your lived experience, what you think, not do, that comes first, always.
Ooh this was fascinating, loved the whistle stop philosophy class!
And also loved getting a glimpse of your own philosphy and process. I've met many brand strategy folk who are the more data-centric sort. And your method sounds far more valuable, confident and true. Lucky clients of yours!!
Look forward to your next post 🫶