In this episode, Virginia and Justin visit with Clare Hefferren. She is on a mission to dismantle the commodification of identity and rebuild leadership, branding, and business from the inside out. After 20 years of running her own agency, she closed the chapter and opened WonderPACT, a spiritually aligned advisory that helps leaders and teams find coherence from the soul outward.
This conversation dives into Clare’s dangerous idea: that identity is not a product to be bought or sold, but a living truth to be reclaimed. She shares her journey of becoming an “identity midwife,” the challenges of swimming against a system addicted to performance and proving, and how she helps clients rewrite their metrics of success to include things like inner peace, belonging, and flow states.
Virginia, Justin, and Clare explore the messy intersections of branding, systemic power, and personal liberation. It’s a provocative, energizing dialogue that will leave you questioning what parts of your identity are yours, and what parts were sold to you.
5 Key Takeaways
Identity has been commodified. Liberation starts when we dismantle the labels and remember who we are without them.
Branding in this era isn’t about polish or performance, it’s about resonance, coherence, and soul.
New success metrics: transformation, nervous system regulation, belonging, and creativity belong alongside revenue and growth.
Leaders often get lost in tactics; the work is to reconnect with vision, joy, and the “why” under the work.
You know you’re ready for this work when life feels unmanageable and the soul itself says: “lean in.”
Links
Free Tool: The Rhythm Map
