In this slightly poetic episode, we look both inside and outside the often simplified topic of Identity, exploring what it means to be, create and become who we are, with Creative Strategist and Founding Poet at Brand Poetry Inc., Theophilus Wells IV. Naturally philosophically minded, Theo shares his observations on the dichotomy of human nature and will in shaping our individual identities, stressing the benefit of being curious about the things that make us different, and the power in observing the negative. A creative by profession, Theo also explains the process of idea generation, specifically the need to submit to ideas once you've made space for them. Theo also distinguishes ideas that give people more of what they want (often the things that reaffirm an identity formed long ago) from ideas that can become an extension of who people want to be. What does this have to do with business? Our strategies are packed with simple sounding words loaded with meaning, words like culture, identity, progress. In our quest to give and gain something to our customers, it pays to slow down and practice curiosity in what these things even mean. -- To look outside, Theo opens himself up to see what is unknown or uncomfortable, without judgement or complaint. Theo thinks of it in terms of bravery; "daring" to marvel at the world & to be be fascinated with the things that aren't, well, about you. -- Theophilus Wells IV is a Writer / Strategist / Space Maker based in New York, and Founding Poet at Brand Poetry Inc.. As a high school student and HBCU Graduate he finds himself lost in stories. These stories brought him to advertising. He is currently working on improving his strategic process and taking a less is more approach to everything.  Theo's web3 consultancy: wealthystrats.xyz/ Connect with Theo on LinkedIn. -- Looking Outside is a podcast dedicated to exploring fresh perspectives of familiar business topics. The show is hosted by its creator, Joanna Lepore, consumer goods innovator and futurist at McDonald's. Find out more at looking-outside.com. Connect with Jo and join the Looking Outside community on LinkedIn. -- All views are that of the host and guests and don’t necessarily reflect those of their employers. Copyright 2022. OBOY and Sam Barsh music features in Episode 22.