At the Precipice: What Real Growth & Story Branding Looks Like Now

Lee Aldridge
3 days ago
4 min read

Updated: 3 days ago

“It’s only when you come to the end do you grow? It’s only when you come to the precipice, do we change.”

There’s a myth that after enough ego deaths, dark nights of the soul, tear-stained pillows, phoenix rebirths, and the occasional existential meltdown with your therapist, we should emerge as frequency-polished, titanium, trauma-proof beings.

Nope. We’re smack in an age of shedding—letting go of falsehoods and choosing what’s true. Whether we meant to or not. We’re at the precipice.

As our consciousness evolves, anything inauthentic gets called out—maybe not online, but at 2:13am when you wake up mortified about that video where you were out of alignment. (Hi, it’s me. I’ve been there.)

We’ve been programmed to look good, be nice, and “do better.” But real growth is messy and cyclical. You barely catch your breath from one precipice and—surprise—another wave rises. That pace isn’t slowing; we are birthing a new era of life and business.

And yes, it shows up at work.

Life will demand that your soul and your business mission line up. Often when you’re already tired.

You’ll find yourself wondering:

“Why this wound again?”
“Didn’t I already heal this?”
“Why now?”

Because you’re ready—again.

We don’t stop spiraling. We change the direction of the spiral and move upward.

Spiral staircase ascending into a bright blue sky with fluffy white clouds, creating a surreal and dreamy atmosphere.

What This Has to Do with Story Branding & Marketing

If you've been here for any time at all, you've heard me say countless times that your brand is not your logo; it’s your aliveness—the energy you bring to your message, offers, and presence.

Here's the new data point: We are pioneers.

If you have a big message, you’re here to bring something new.

By that very fact, you are an innovator, an instigator, a rebel. It often won’t fit “what worked before,” because we’re not going back there.

That means if your marketing is built on noise, pressure, and performative trends it will keep crumbling.

Look, I don’t love the endless cycles either. The spiraling down into the depths of despair. I’ve questioned my path more times than I can count—professionally, too.

How can I serve better? What do they really need? And the answer I return to every single time:

We’re birthing conscious commerce. We can’t look to the past for the blueprint. We have to build with clarity, story, integrity—and a whole lot of courage.

A Growth Edge Story: I Had Zero Podcast Experience

Smiling woman on phone screen over a red background. Text: "Business Leaders with Soul. Elatia Abate. Forget everything you think you know."

I’ve recommended podcasts to clients when it fits their personality, but I never thought it was “me.” Then my coach said, “Lee… it’s you.”

So I jumped in and in 2021 I launched Business Leaders with Soul with eight pre-recorded episodes featuring thoughtful, innovative leaders. It was stretchy and awkward and glorious.

I knew I'd be up against:

My visibility nerves being rattled.
Technical details would jam me up and are a great way to procrastinate when you’re scared.
Service first. Ego last. Always.

Here’s the gift: pushing through that growth edge created real connection—with audiences and with myself. I spoke to smart, soulful leaders doing brave work. I learned to trust my voice again.

And that’s the core of Soul Story Creative: claiming imperfection, showing up anyway, and wrapping it all in strategy so your work actually reaches the right people.

If You’re Standing at Your Own Precipice

Try these simple questions (journal or voice note):

What feels true but inconvenient to say?
Where am I overcomplicating because I’m afraid to be seen?
What one change would make my business feel lighter (today)?
What do my best clients always thank me for? (There’s your brand promise.)
What can I stop doing this month that doesn’t align with who I am becoming?

Practical Moves (Do These This Week)

1) Edit your homepage hero. Give me one line that centers the client: "Get [result] without [thing they hate]. For [ideal client] ready for [value proposition]

Then add a simple CTA: “Book a Clarity Call” or “See How It Works.”

2) Replace noise with a rhythm. Pick one visibility lane (newsletter, LinkedIn, or Substack). Post weekly. Use the same three content pillars for 90 days: Clarity, Story, Proof (examples, case studies).

3) Tell one “imperfect” story. Share a micro-moment where you were human (and learned something). People trust what’s real.

4) Audit your offers page. Is your customer journey obvious and easy for visitors to understand and buy? (For me: Brand Assessment → Quickstart Playbook → Coaching.) Because if it's confusing, leads will stall.

5) Record a 2-minute vertical video. Answer one question your ideal client asks all the time. "Done" gathers momentum.

What Alignment Looks Like in the Wild

Message clarity: Your story branding copy sounds like you.
Offer logic: Each offer solves the problem
Content with a pulse: Consistent, conviction-led, not performance poetry.
Sane systems: A simple rhythm you can maintain even on rough weeks.
Results: More resonance, fewer refunds, right-fit clients who stay.

A woman in a coral blouse smiles while typing on a laptop. She wears glasses, with a framed nature photo in the background.

Mini Case: Why the Podcast Worked (Even Without Viral Numbers)

Niche energy: Conversations with leaders in conscious business = resonance, not reach for reach’s sake.
Reusability: Each episode fed blog posts, quotes, email angles.
Credibility: Borrowed trust from guests’ audiences.
Practice: I got better—faster—by doing, not waiting to be ready.