Finding Direction In My Work And Life By Reassessing My Personal Brand

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This week I met with a man named Rohit Bassi; an Organizational Performance Expert who works with CEOs/Founders and Boards to help companies rapidly scale by developing its leaders and organizational design (you can check out his podcast here).

I met Rohit by chance, he contacted me as an organic lead from my agency’s website. While I didn’t feel like I could help him massively with his initial enquiry, I figured I could give him some advice in exchange for some of his. Fortunately for me this proposal worked for him and we met a second time to discuss my business.

You see, I’ve been at a bit of as crossroads and I haven’t really realised it. I went into this meeting without any specific goal other than having a gut feeling that this person might be able to help me articulate what I am lacking in my business and career. He pointed out what now seems so obvious to me….

I lack clarity.

I lack clarity with the direction of my business because I have been dissatisfied with it.

Since Covid, I haven’t really given myself the time and space to really zoom out and look at the big picture of what I am doing. Before Covid, when I first started OINK Digital, I had a lot of clarity, I had a vision; “We make stuff for the internet”. I wanted to make websites, video & podcast content, grow a web studio with podcast studio attached. I did all of that. Then after Covid I no longer wanted to be tethered to the office. I closed the podcast studio because so many great podcasting tools had come out for podcasting at home and remotely. As full time staff gradually (and inevitably) moved on, I decided not to replace them because I was getting tired of constantly chasing project work to pay wages. I’m not a sales person, that’s not the career I want.

So now what?

Rohit suggested I go all the way back to the root of my “WHY”. What makes me do what I do? What excites me? Where is my passion? What gives me energy?

Since this meeting I’ve been doing a lot of reflection on where I am in my career and where I want to go. Running a digital agency like Oink Digital has been rewarding, but I’ve realised that it’s time for a change – not in the agency itself, but in how I approach my work and personal brand.

I’m not rebranding OINK Digital. My existing clients, including partner agencies who rely on me for website development, will continue to get the same level of service they’ve always received. This rebranding is more personal. It’s about finding direction and focus in my life and work, ensuring that I can continue delivering quality while pursuing what truly excites me.

This is my WHY

My passion lies in creating useful, impactful tools that make life better—whether for businesses, individuals, or just for the joy of creativity. I’m driven by the process of building something from nothing, where I have the freedom to innovate, streamline, and optimize. I love projects that allow me to explore, solve problems, and create meaningful experiences—not only because they add value, but also just because I can.

The Digital “Maker”

My passion lies in the art of creation—designing and building useful, impactful tools and experiences that not only solve problems but also bring a sense of joy and fulfillment to those who use them. Whether I’m building for businesses, individuals, or simply indulging in a creative experiment, I am driven by the challenge and excitement of turning an idea into something tangible, starting from nothing and shaping it into a valuable asset.

At the core of my work is a deep desire to innovate and optimise. I find immense satisfaction in streamlining processes, making things more efficient, and removing unnecessary complexity. I often joke that I became a developer because I’m lazy, but it’s this very mindset (finding the easiest, most effective way to achieve a goal) that fuels my passion for development. I prefer to write a script to automate tasks rather than doing them manually, allowing me to focus on the bigger picture and explore new creative avenues.

I thrive in environments where I have the freedom to experiment and iterate, where the outcome is driven by curiosity and the pursuit of excellence, not just by external expectations. Collaboration is important to me, especially when it involves finding innovative solutions that genuinely improve how things are done. However, my best work often comes from those moments of pure creative freedom, where I can build and optimise simply because I can, without constraints.

Ultimately, my why is about making a meaningful impact—whether by helping businesses operate more smoothly, providing individuals with tools that enhance their lives, or creating something beautiful and functional just for the sake of it. I am driven by the process, by the joy of creating something from nothing, and by the satisfaction of knowing that what I’ve built has value, not only because it fulfills a need but also because it exists as a testament to creativity, innovation, and efficiency.

Where to from here?

This new personal direction is about embracing the identity of a “digital maker.” It’s about getting back to the creative roots that first drew me to development. building tools and solutions that solve real problems. I’ve already started this journey with PiggyStash, a tool designed to streamline the workflow for agencies and their clients. I’m also channeling my creative energy into a collaborative project that’s particularly exciting—a game designed initially for a specific marketing scenario that coincides with the launch of a clothing brand. This project has the potential to be reskinned and remarketed for other brands after testing and deployment.

Rebranding my personal brand is helping me give direction to my agency, my work, and my life. It’s about ensuring that everything I do aligns with my passion for creation and innovation, while still supporting my existing clients and continuing to deliver the quality they expect from Oink Digital. This is a journey towards building not just a business, but a life of creativity and problem-solving.