START WITH “WHY”

When launching something new, the advice is always the same:
Start with WHY.

But no one tells you how difficult it is to truly define it.

A few days ago, I launched Brand & Beyond Masterclasses: a space where personal branding meets multiple disciplines, from sports to luxury tourism, fashion to wellness, tech to jewelry creation.

But before diving into what it is, I asked myself: Why am I doing this?

Not the surface-level “because I love learning” or “because I want to share knowledge”. Those are answers, but they are not THE answer.

Because a real WHY does not come instantly, it unfolds.

It takes questioning, reassembling, and deep reflection.

THE STRUGGLE TO FINDING A TRUE “WHY”

As I searched for my WHY, I realized something:

It is not just about having a message: it is about understanding how that message connects to the people who need it.

I looked back at my own experience:

• I have always been curious, but traditional learning often felt too rigid.

• I love personal branding, but I see it as more than just image: it is how we make sense of who we are.

• I thrive in connecting ideas, yet I struggled to find a space that combined different industries and perspectives in a structured way.

I realized that learning is not just about acquiring information; it is about making connections, experiencing different perspectives, and challenging ourselves.

That was the missing piece.

I was not just creating another masterclass series; I was creating a new way to learn, explore, and apply knowledge that feels truly personal.

That was my WHY.

ASSEMBLING MEANING: THE ART OF REINTERPRETING IDEAS

When artists and designers create something new, they do not start from nothing.

They take what already exists (materials, forms, history) and reassemble them into something meaningful.

And that is what I want Brand & Beyond Masterclasses to be.

• A place where we take ideas and rearrange them into new patterns.

• A space where learning is not passive but experiential, like art, like personal branding.

• A process that challenges us to see things differently—not by destroying what we know, but by reshaping it.

WHY AM I DOING THIS?

So, after all this questioning, what is my WHY?

• Because I want to challenge the way we learn.

• Because I believe that learning should be an experience, not just a lesson.

• Because I know that when we truly understand our WHY, everything else falls into place.

It all comes down to this: be the best version of yourself for yourself.