A few episodes ago, I introduced identity lag — the gap between who you've become and what your brand still says about you. That was the diagnosis. This episode goes somewhere that one didn't: not the gap, but the ceiling underneath it. I'm a brand and identity strategist, and after years of watching smart, capable people sabotage strategies that should have worked on paper, I can tell you exactly where the breakdown happens. It's never the strategy.

We cover:

• Why strategy doesn't fail because it's wrong — it fails because the person running it hasn't decided yet to be who it was built for
• The discount reflex, and why dropping your price is never actually a negotiation with the client
• The wrong-fit yes, and what saying yes to the wrong person is really signaling about scarcity
• The invisible ceiling, and why "earning it" is a story someone handed you, not a requirement
• Why your self-concept works exactly like a thermostat, and how it quietly resets you back to a set point every time you exceed it

The question this episode is really asking:

Where is your strategy asking you to become someone you haven't decided to be yet?

New episodes every Monday.

Find Kat at kattorre.com | Instagram: @kattorrexo