STEP 1.1: A CASE STUDY
A Freelancer Finds Her Ikigai
Follow Isabelle, a successful but overworked freelance designer, as she uses the 'Ikigai for Innovators' framework to find a more scalable and impactful business model.
The Challenge: The Freelancer's Trap
Isabelle is a talented graphic designer who is great at her job. Her clients love her, and she has a steady stream of work. The problem? She's hit an income ceiling. She can't make more money without working more hours, and she's already burning out.
She needs to find a way to scale her business beyond trading time for money.
The Action: The 'Ikigai for Innovators' Exercise
Isabelle uses the four-quadrant exercise to find a deeper purpose beyond just "designing logos."
What Isabelle Loves
- Creating beautiful, cohesive brand identities
- Helping mission-driven founders tell their stories
- Organizing complex information into simple systems
What Isabelle is Good At
- Strategic brand thinking (not just aesthetics)
- Developing clear brand guidelines
- Client communication and project management
What the World Needs
- Authentic brands that stand for something
- Ways for small, ethical businesses to compete with big corporations
- Professional branding that isn't prohibitively expensive
What Isabelle's Mission Is
- To empower ethical entrepreneurs with world-class branding
- To make great design accessible
- To help good businesses grow
The Outcome: 4 Core Insight Statements
Core Motivation/Subject: A deep desire to empower mission-driven founders to compete and win through the power of strategic branding.
Core Strength/Skill: The ability to translate a founder's mission into a complete, strategic brand system—not just a logo.
Urgent Problem/Audience: Ethical e-commerce founders are struggling to build trust and look professional because they lack a cohesive brand identity and the budget for a high-end agency.
Ultimate Impact: To level the playing field, allowing small, ethical businesses to compete with larger corporations through powerful, story-driven branding.