Today we'll help you find an identity. An identity is something unique that you can organize your business beneath. A north star that can act as a lens for every decision you make. We talk through how to use category shifts and first principles to find and evaluate possible identities and when to stick with an identity vs when to jump ship. We use a bunch of examples - from an Italian restaurant to a skincare company called Jolie to the 1994 Arkansas Razorbacks basketball team. TackleboxJoliePerfect BarHow "40 Minutes of Hell" Became an Iconic Basketball Brand 00:27 An Identity Helps You Move Fast and Keep Momentum03:30 Black Friday - Lack of Clear Identities06:22 Smooth Jazz06:53 Categories09:11 Jolie12:12 First Principles12:42 Arkansas Basketball’s “40 Minutes of Hell” Identity15:50 Career Coach Identity17:40 Stay Disciplined19:42 Changing Too Quck vs. Staying Too Long20:34 Throw with Conviction21:11 Tacklebox