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.