Why I Walked Away From a Dream Product—and Found My True Brand

💥 Most people think strategy is centered around what you build.

But the real ninja move is actually another one: Knowing what to walk away from.

Let me explain 👇

In 2022, I almost launched a physical product.

It was meant to be sustainable, beautiful, and born from a real personal need (my own lol).

I registered a brand, created a logo & visual identity.
I wrote an entire brand narrative.
I spoke to industry experts and did market research.
I could SEE it on the shelves and in the magazines. (I still can.)

What I didn’t properly do: sink my teeth into production / manufacturers / numbers.

👉 First clue: My joy was in the STORY, not the logistics.
**note to self: That's ok! One step closer to your zone of genius!

But it stayed a concept, never made it into the physical world.

Not because I didn’t love the idea. But because something didn’t sit right from the beginning.

👉 Second clue: I didn’t vibe with my design partner. And my gut said so from the first minute.

And soon I realized: I was barking up the wrong tree.

Maybe the product wasn’t the thing, but my JOY FOR CREATING BRANDS was.

That decision cracked me open and changed how I think about:
→ Entrepreneurship
→ Brand storytelling
→ And what it actually feels like to “kill your darlings” (my clients and fellow workshop facilitators know this exercise!)

So then my strategy stopped being about launching a thing, and instead: about launching me.

Today I’ve been freelancing as a brand strategist for a year, doing exactly that. I’m building my own platform to elevate brands and those who build them. With storytelling at the center.