Our First Guest!! Culture Shocks, Brand Strategy, and Turning 30 with Yoli

EP #23: Ellen has her first guest! Ellen's friend Yoli joins her to chat about living abroad, looking back on their 20s, culture shocks, brand strategy, social media, turning 30, and general life advice.

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Chapters

• 0:00 Intro
• 11:46 What We've been up to this past week
• 22:20 Yoli on Turning 30
• 26:27 3 Pieces of Advice from Yoli's 20s
• 44:29 Brand Strategy & What is a Brand?
• 53:20 Culture Shocks Between Brazil & Spain
• 1:01:03 Makeup & Fashion in Brazil & Spain
• 1:06:55 What is Endless-ID?
• 1:12:37 "Wow, I've Made It"
• 1:15:53 Motivating Yourself When You Feel Stuck
• 1:20:32 Spirituality, Mindfulness, & Manifesting
• 1:27:39 Follow Yoli on IG!

Transcript

>> Ellen: 0:00

Hey, guys. Welcome back to Reasonably Certain. My name is Ellen and this is episode 23. And this is my first episode ever interviewing someone. So this is my best friend, y'I. I decided to have her as my first guest, mostly because she's my best friend, but also, like, I wouldn't have started the podcast without her. And also our friend Fernanda, but she was a big help in helping, like, design the COVID art for me and. Yeah. So we're having our first official guest podcast. I hope you guys are excited. I finally got a second mic, so hopefully I'll be having more interviews more often. I guess we'll see. I would like to add them in occasionally. Um, yeah. So, Yoli, I think we need to have an introduction because we need everybody to know who you are first. So I'm sure you've probably heard of her if you've seen my content and just seen her mentioned from time to time. But Yoli, how did we meet? How did you move to Barcelona? What do you do? Just a quick intro first.

>> Yoli: 0:58

Thank you for having me. I'm so happy to be here. Um, honestly, seeing that becoming a reality is such a nice thing to see and also all the effort that you put into everything that you do. So I'm m really proud of you and happy to be the first one to be interviewed. Um, but yeah, going a little bit back, um, I think was like around one year and a half ago. Two years probably. When you moved to Barcelona, right? It was like one year and a half they moved. So I think I'll go even further because I was, um, just going around my YouTube pandemic time going around on YouTube, which is my rabbit hole. Like, you know, go to rabbit hole. And I don't know how I found your videos. And I was like, I like the vibe of this girl. Like, I just felt so. I don't know, just I felt it was already your friend. Right? So it was. So, um, instantly I was like, all I really need to message her because she's also growing her YouTube channel. I was trying to grow my YouTube Chann back in the day. Maybe we're gonna come back in 2025. Let's see. Um, yeah, let's see. But still, I figured that you're, like, doing a lot of different typ of content and also, um, sharing a lot of your life, but also tips and helping people. So I was like, you know what? I'm gonna message her on Instagram, which is my main channel, um, to see if she even answered to me. I was like, okay, I'mnna message her. And I remember I sent you something about, like, watching your videos, and you were so kind and just, uh, got back to me pretty quickly. And we've been chatting on and off. And then I also know that you love languages, and I. I'm a crazy u. Um, you know, I love all the languages possible. I'm always curious about everything and. And then all of, like, hore, you know, horse, everything like that. We, We. We share a lot of things in common in terms of, uh, hobbies and, uh, and things that we like to do and. Yeah. And then we start chatting and eventually. And I didn't even know it was a plan for you to come to Barcelona, and I was already living here. I'm here for almost five years now. So I came, uh, in October 2019 and came to study. But the idea, of course, was to stay probably. I don't know when. What was the point that you, uh, let me know that we were here. They were coming here to Barcelona. I was like, what? It's not real. And then we met first time here, like, around one year and a half ago. And we've been hanging around pretty much every week since, going and going on, um, on trips together. Um, yeah. And doing a lot of fun activities here in Barcelona. So, yeah, like, um, I. I really, truly value our friendship. Me too. Thank you.

>> Ellen: 3:25

Me too.

>> Yoli: 3:26

We don't want to cry now. My makeup is very pretty today.

>> Ellen: 3:30

Me too. But, yeah, as I was preparing for the episode last night, I was just like, oh, my God. Like, it is really just, um, so nice to have somebody that you really, truly, like, get along with and cherish and, like, you have so many things in common with. And I think it's not rare, but I think it is something that you should really appreciate because, like, not everybody, you know, has those close people in their life, or they might have them just when they're a child or, like, you know, as an adult, I feel like it's kind of hard to find those people sometimes.

>> Yoli: 3:59

Um, yeah, but at the same time, I think, uh, we have a lot of things in common, but also we have a lot of things that are very opposite, which I love. And then we can learn from each other. And at the same time, there's so much respect. And I think this is the beauty of friendship. Like, whatb you should not have all the hobbies, all, like, shared all the time with all the friends, because you have friends for different things, but you have closer friends. Not so close friends. But at the same time, I Think when you have this level of respect and admiration, you, like, overcome anything, uh, anything that could possibly be something that should not be aligned or, you know, some misalignment. I mean, people are. We're fine. You know, this, I think, is very rare. That's the thing that I think is, uh, rare attempt of friendships.

>> Ellen: 4:41

I think you're right. Especially when. Because I think we have both been through a lot of different things in our lives that have led us to be. Go to therapy, be a bit more emotionally mature than, say, the average person. Not to say anything against people's maturity, but I think you do come to learn certain things in life, and we just happen to be at that same point at the same time. Maybe you have other people in your life that you cherish, but you're maybe just not mentally on the same level or same state of emotional journey at the same time. So we just happen to match up very well as far as that timeline. And I think that's a big part of what makes our friendship work really well too. Yeah, I just don't think it's not always so fortunate that you line up with somebody in that way. So, yeah, that's. I really cherish it.

>> Yoli: 5:27

Um, and going back to the question that you asked, which is like, who am I? Right. Because I've just talking about how we met, but. So I'm from Brazil. I grew up my whole life there, basically. And I moved to Argentina when I was 14 for our internship. So that kind of shaped me in terms of like, oh, the world, you know, there's more to what I already know. So I was like, okay, more getting more excited, learning new languages. And I've been a very creative person since I was very young. And I pursued my career initially in graphic design. And I knew I needed to do something creative. I was always the kid with the camera in her hands, writing poetry, painting stuff, like figuring out stuff, you know, like playing instruments as well. And thank God my parents also, you know, they were very supportive in that aspect as well. And eventually I did graphic design. And I figure out that I really liked the part of research and strategy behind, um, especially brands, because since I like doing a lot of different things within branding, within design and communication in general, I figure out that branding could be a way to embrace all the areas at once. Because if you just focus on web design or just like, you're just web designer, not just. I mean, don't get me wrong, but you're just doing one thing. I like Raiety. I like doing different things. Uh, I get bored really easily with my work, and I figure out the branding could be a way to fulfill that. So, and then I figure out clients were, um, you know, focused, uh, a lot on the visuals, but they don't know how to get to the visuals. They are very confused about their business, very confused about what type of people they want to reach out or even who they are as a brand. And that's why I started to, uh, like, dive deep into brand strategy itself. It was not a name back in the day, like brand strategy, because people like, oh, it's part of the briefing of the brand identity, like the visual identity. But now it became a thing. Like, people are literally just specializ in it, like, or just focus on that. And I love researching. I love, you know, learning new things and I love human behavior and psychology. As you mentioned before about therapy, I've been in therapy for 12, 13 years now, non'stop, and, um, learn a lot of things about myself. And also I could apply that all in the process of mediating with clients and trying to understand, getting their information. So then I figure out, oh, I have this thing that I can make people feel at ease and they can express all their chaos, and then I can organize their chaos somehow, right? So I was like, okay, maybe I should be doing that more often or implementing that into my design thing. And then I figure out that I was obsessed on doing that thing. And the graphic design, it'also one of my passions, but it's not something that I really wanted to do. So eventually I started, um, hiring other people to do that part and focusing more on research and brand strategy and also creative direction. Because I'm, um, a visual creature. I love doing, like, all the moods and aesthetics and all of that. Also in the meantime, I was exploring other ways of creativity. So photography was a big thing for me. Video, uh, music, a little bit. Now I'm gonna go back to it. Um, but then I was traveling in the middle, just like going for, you know, every year I would doing or going to the U.S. or going to Europe, more to Europe than the U.S. uh, and then I figured out, okay, like, I like this thing of just going and maybe laving abroad was something that. It was always in the back of my mind. Uh, my parents that already know, like, we know they're gonna lose you, like, really, really fast. Like, you're gonna fly away as soon as you can. So around I think I was 25 when I'when I decided, I mean, I was 23, 22, I was like, I'm Gonna go to Barcelona. This is my thing. I came here. That's a long story that we can dive into it if you want to. But, uh, essentially, when I came here for the first time, I was 19. And I figure out, okay, I feel at home in the city more than actually my hometown, which is kind of weird. And I was like, you know what? I'm gonna move here just for. At least for a period of my life, because I really want to have that experience of cultural shocks or. And also just getting out of your comfort zone also and being around all the other places that I wanted to travel. You know, like, Brist line is perfect in terms of locations. So, um, for me, it was a big thing as well. So then eventually I could work, uh, in. I was at. Working at that agency, but also doing my own thing on a side, uh, to, you know, m. Make money and travel and come to Barcelona. So I came here by the end of 2019, four or five months before the pandemic, which was kind of crazy.

>> Ellen: 10:00

Yeah.

>> Yoli: 10:01

I mean, it's almost four years now. Yeah, five. The pandemic. Wow. This is crazy. Okay. Okay. So that's what I did. I applied to studies, pay for everything, book my ticket, and pretty much, like, left everything behind. Like, I sold my car. Like, I left a relationship that was not aligned to the goals that I pursuit, uh, was really hard, but still was something that was every. Everyone was aware that this will happen eventually. Right. So it'not something out of the blue, but yeah, I mean, was a lot of shifts that shaped me, uh, into who I am today. And I'm really grateful that I took that step. And Barcelon, this is such a. I don't know that I feel. It's just at home, I feel we have the sea, have the mountains, we have culture, we have people from everywhere. And I love. And I was just telling you this the other day, like, uh, I love sitting in a place and hearing people talk in different languages. I just like, oh. I just feel like, oh, it'such a dynamic world. And I don't know, I just feel very fulfilled when I'm in a very multicultural place. Um, so, yeah, and I came to Personcea five years ago, and here. Here we are. Um, I don't know what the future holds, but for now, I am here and I'm enjoying being here.

>> Ellen: 11:16

I have to say. I agree. That's part of the reason why I moved to Barcelona too'like. You have the sea, you have the mountains, you have a big airport. You're close to other Big European cities. It's super multicultural, so it's not, like, so Spanish that you're only hearing Spanish all the time, or, like, really just, you know, isolated in that way. You have people from everywhere. So, yeah, I mean, through the events we go to, we meet people from literally all over. So it's very cool to meet people from all these different places. Let's see. So before we get into some more of the questions, I. I think we should talk about what we've been up to this week, since that's what I usually get into before we dive too deep into the podcast. And we spent a lot of time together this week in particular, which is kind of perfect and kind of fitting for today's podcast. So what did I do? Oh, yeah, because before I filmed the last podcast, I was just about to head out the door to go to improv. So Yoli and I just signed up to go to improv together next Sunday. So we're gonna go together. Hopefully my friend Yiello can join us. But, um, I went with CO last Sunday, and it was super fun. I. Like I said I didn't know what to expect. I have never been to an improv class before. I've done theater once in my life because it was, like, required of all the sixth grade class to do theater. So that's my exposure to theater. I did do choir in, like, middle school. Cause also, it was, like, something that everyone did. So other than that, I was not, you know, very theatrically inclined. Um, but it was really fun. It was honestly just, like, a really good way to get out of your comfort zone to try something new. And I didn't know how uncomfortable I was gonna feel during it. I was expecting to feel super uncomfortable, but it really wasn't that bad. So I'm excited for us to go next week because I'm curious. I think it will be fun. It's just, like, something fun to do, and everyone there is there for the same purpose. It's not like in school when you're young, where everyone's embarrassed to look funny or something, have to do something or that you have to do it. Like, everyone's there because they want to be there. So, yeah, that was fun. I went to improv class. Um, then me and Yi got our ears pierced.

>> Yoli: 13:21

Oh.

>> Ellen: 13:21

So that's hurting. I keep playing with my hair because it's getting stuck behind my freaking cartilage piercing. But I am excited that I have a new cartilage piercing. She actually re pierced it lower than my old one, so I have A new cartilage piercing, but my hair is getting stuck in it. And, um, I got my second pierced. And you only got similar. But you got your third holes pierced.

>> Yoli: 13:42

Yeah, but the same.

>> Ellen: 13:43

Same h. Same cartilage, though.

>> Yoli: 13:45

Yeah.

>> Ellen: 13:45

Yeah. So loving those. But havingn't gotten my ears pierced in so long that the healing process is a, uh. Not plan.

>> Yoli: 13:52

Not plan at all. I was like, oh, what should I do next? And I was like, h. It's gonna take a while for me just like, go back to it again.

>> Ellen: 14:00

This is probably the best time of the year to get our ears pierced. The I figure because.

>> Yoli: 14:03

Oh, yeah, definitely.

>> Ellen: 14:04

We'not super busy during the holidays, I guess. I don't know. We don't have anything like really intense coming up or a lot of. I don't know.

>> Yoli: 14:11

Yeah, I just have one trip, but then I'll be.

>> Ellen: 14:13

I guess for me, I have nothing coming up, so for me it's easy. But I don't know about you.

>> Yoli: 14:17

Yeah. I mean, I'm just gonna go for a Christmas market. But then, like. But then just for a couple of days off.

>> Ellen: 14:22

Yeah.

>> Yoli: 14:22

See a friend and then coming back. But yeah, just, I mean, not gonna. I don't want to overwhelm myself. This year was in terms of like. Yeah. Activities and then doing a lot of projects. A lot of things shifting as well. So moving. Ohe. Yeah. Was without a home for a month and a half.

>> Ellen: 14:40

Like.

>> Yoli: 14:41

Oh, yeah. Um, odds of living abroad.

>> Ellen: 14:45

Yeah.

>> Yoli: 14:45

O Good.

>> Ellen: 14:45

So anyway, I'm really happy with our piercings. Super fun. That was like, I don't know. Now I'm like, I want to go back and get more piercings. I want to get a tattoo. So I will probably be doing that soon. And, um, then we went to a really fun Thanksgiving dinner hosted by. How do you know Kevin?

>> Yoli: 15:00

Kevin. I know Kevin through a dot. Uh, so. O.

>> Ellen: 15:04

Right.

>> Yoli: 15:04

Yeah. So we got in touch also through social media.

>> Ellen: 15:08

Okay.

>> Yoli: 15:08

And then we actually. We were trying to meet for over year, me and dot and we never could never fit schedulede. And then eventually, uh, we could meet. And then from that she introduced me. I mean, she's a people person, always, like, connecting, uh, everyone and. Yeah. So she introduced me to Kevin, and Kevin also was traveling a lot, so we couldn not meet. So now when he was here hosting that, I was like, I think is a perfect opportunity just to reconnect and also, you know, learn more things about different cultures. Like, I mean, as we're saying before, like, I. My mom lives in U.S. right. So she's also like, in the Thanksgiving mood and all that. And I never actually, like, got connected to the concept. And I was like, you know what? I'm just gonna go there. I. I want to know what it, like how it is, you know? Yeah. And what a better person to invite than you was like, I think she's goingna be the perfect one. Just like, tell all what's going on and what means what. And I think it was fun. It was a really nice dinner.

>> Ellen: 16:05

I really liked it. I really didn't know what to expect because at first when you told me, I thought it was like just some random guy cooking for like 10 people in his apartment. And I was like, who is this guy? How do we know that we trust his cooking skills? So that's what I was worried about at first, but then I quickly realized, especially like on the invite, obviously they were updating information, but they had like a full team of chefs. Like, it was like 65 people, I think at the end of it all.

>> Yoli: 16:31

Yeah, I think it was like, around that.

>> Ellen: 16:33

Yeah, it was a lot of people. And so Kevin runs the Common Thread club on Instagram, if you guys are curious. And he hosted it and it was super fun. And the co host was Joan O. Who's a drag queen here in Barcelona. And it was just super, super fun. And the food was honestly, like on point. Like, I know the chefs are probably from all over. They probably had some chefs from the US as well. It's hard to say. I don't know where everyone was from, but the food was pretty much exactly what I would expect and eat, um, if I was getting together with my family at home in the US So it was really good. They even had gluten free options for me, which was really nice because at first I was also thinking that I was going toa be like the annoying one that's like, iin't gluten free.

>> Yoli: 17:14

You not be annoying. You know, your food should not be.

>> Ellen: 17:19

It's true, it's true. I mean, they had like veget_get options as well, I think maybe even some vegan options. So they were trying to cater to everyone, which was really nice. And the gluten free cornbread was very good. The, um, butternut squash soup was really good. I don't know that I've ever had it before. I don't think so.

>> Yoli: 17:36

I think I've had it. I'm not showing that way, but I think I've had it a couple times.

>> Ellen: 17:40

It was really good.

>> Yoli: 17:41

It was really good.

>> Ellen: 17:41

Um, yeah, all the food was Good. But then of course my fucking wa goi shot was like so strong this week that I couldn't eat and I should have just skipped it or whatever. I just. I didn't think that switching from my stomach to my thigh was gonna make that big of a difference. But inevitably it did.

>> Yoli: 17:56

And I mean youned.

>> Ellen: 17:56

My appetite was like itty bitty. So I barely had any space to eat. But I tried my best, but it was really good. So I'm very happy we went to that. And I um, was gonna cut and bleach my hair yesterday.

>> Yoli: 18:09

Yeah, I was about to ask you. I was like no. Was she?

>> Ellen: 18:13

Nope. It's still just. That's how it was. I keep every week. I'm like, I'm gonna do it this week.

>> Yoli: 18:17

No, it is a lot of work though.

>> Ellen: 18:19

I know. I was like, well. Cause I woke up at like. It was one of those days where I kept waking up trying to be productive and then being like, why don't I just fall back asleep? And so then when I actually

woke up, it was 4: 18:28

15 or something and I had already been online shopping like for a couple hours. And then I would just doze off and then I would wake up and shop for a couple hours. Oh my gosh.

>> Yoli: 18:37

How can you do that? I. We like dad.

>> Ellen: So then it was actually 4: 18:39

15 by the time I uh. It was

4: 18:42

15 by the time I actually like woke up and got ready for the day. And I was like, girl, uh, I'm not doing my hair. Because I know by the time I get all the supplies out cutt my ha. It's gonna be like 10pm or 11pm by the time I finish.

>> Yoli: 18:55

You should start like the first, like first thing in the morning.

>> Ellen: 18:57

Yeah. So I'm go goingna have to probably save it for next another weekend. Yeah, I don't know because it's too much. I could split it up into multiple days, but whatever. Yeah. Instead of doing that, I online shop.

>> Yoli: 19:08

Split into multiple days.

>> Ellen: 19:10

Don't do that. You never finish it. Don't.

>> Yoli: 19:13

That's true.

>> Ellen: 19:14

That's true. I just need maybe just like next Saturday morning, I just need to wake up at like 9am and just do it. Um, but yeah, then I online shopped and we were texting a lot yesterday about online shopping for Black Friday deals and stuff. I don't need to be spending money. I don't. But I did. Guess what I did, guys. I spent a lot of money that I didn't need to spend. But I. I stand behind it. I stand behind it, I think I.

>> Yoli: 19:37

Was very conscious, to be honest. Like, of course. Like, there's one. I can mean one kit of mascara and, like, a mini lip liner was like, my treat.

>> Ellen: 19:45

Yeah.

>> Yoli: 19:46

But all of the other stuff was kind of like, refill. So I was waiting to that. Like, you know what? I'm gonna wait to, like, makeup, or I. If it was basically makeup and what.

>> Ellen: 19:56

Did I. I mean, yeah, if you're gonna do refills, like, you might as well do them on Black Friday.

>> Yoli: 19:59

Exactly. I'm not gonna just pull from Pay for Price like, two days before. It's like, you what? So I'm gonna do that right now. And I also got a pair of, uh, glasses.

>> Ellen: 20:11

Oh, yeah. I'm so excited for those.

>> Yoli: 20:13

Yeah. Because I really want another. I want another frame because the one that I have, they're all transparent and they're like. They're fine. They're more like design nerd.

>> Ellen: 20:21

Yeah.

>> Yoli: 20:21

And I wanted a bit more, like, something a bit more fashion. Like, more fashionista slash, like, more. So it's all black and. From me mew. And I'm excited.

>> Ellen: 20:32

Wait, so when you get the. You're getting your lens or your prescription put in, though, right?

>> Yoli: 20:36

Yeah, I mean're gonna come clear. But then I have to go to a place I already have all my.

>> Ellen: 20:41

Yeah.

>> Yoli: 20:41

My information, and I'm gonna replace it.

>> Ellen: 20:43

But there. But you want it to be dark prescription.

>> Yoli: 20:46

No, this one is, like, literally, like, work. Yeah.

>> Ellen: 20:50

Oh, yeah. Okay. I got confused with what you said. Sorry. But I think those arenna be so iconic.

>> Yoli: 20:55

Yeah.

>> Ellen: 20:55

I can't wait.

>> Yoli: 20:55

I't waes very, veryice.

>> Ellen: 20:57

Those are gonna be so cool.

>> Yoli: 20:58

Curious to see how it looks, though.

>> Ellen: 21:00

Yeah. So you. What you bought from Mew. Mew Sephora. What else?

>> Yoli: 21:03

What was it? Oh, did I. I don't think I bought.

>> Ellen: 21:07

Why don't I think you bought more? Maybe it's just because we were surfing on the.

>> Yoli: 21:09

Yeah, I think we were just trying.

>> Ellen: 21:11

But you probably didn't buy anything.

>> Yoli: 21:12

I don't think I bought anything else. I think we just refue Sephora.

>> Ellen: 21:16

Yeah.

>> Yoli: 21:16

And the glasses.

>> Ellen: 21:17

I think so.

>> Yoli: 21:18

And I think that was it. Yeah.

>> Ellen: 21:20

I mean, that's great. A little treat for yourself and refills. Because honestly, uh, let's be real. Refills are necessary. You run out.

>> Yoli: 21:27

I will. Yeah, we'll do thatevitably.

>> Ellen: 21:29

Run out. Anyway, so you. You need the refill, so might as well just.

>> Yoli: 21:33

I was. I was browsing a lot, but then I was like, you know what? M. Um, not Gonna do that.

>> Ellen: 21:37

Yeah.

>> Yoli: 21:38

I just feel like it's not necessary honestly. Like I'm just trying to be more mindful of my, my money and, and, and also not money but like space. I live in a small apartment.

>> Ellen: 21:49

Yeah.

>> Yoli: 21:50

Even though it's very well organized and like I have space for everything.

>> Ellen: 21:52

Yeah.

>> Yoli: 21:53

But still like I need, I want to declare it like every December. I do like a big declare and yah, I'DO that probably right now. Like probably in a few weeks. Because I mean stuff that you don't use for more than six months, you're not going to use it again.

>> Ellen: 22:07

No. Yeah.

>> Yoli: 22:07

And you style will shift, will adapt. I don't know, like even when this, when you move to a new city, for example, like I shift my style a lot.

>> Ellen: 22:16

Yeah.

>> Yoli: 22:17

Or adapted at least.

>> Ellen: 22:18

You know my plus you turned 30 this year so I feel like that's also a new era kind of like at least for me, I'm already like, okay, I'm turning 30 next year. That'snna be like my adult rebrand.

>> Yoli: 22:29

Adult rebrand. I love that. Oh my God. I should speak a more about this online.

>> Ellen: 22:34

Seriously though, I don't think you, I mean uh, not that I noticed. I don't feel like you went through a huge rebrand per se, but I do feel like once you turn 30, it's like okay, well obviously it's just a nice way to usher in a new era of life. I feel like you're an official adult when you turn 30. Your 20s is like a trial period or whatever. You're just figuring it out. You're like a baby adult. But then when you're 30 it's likekay now I'm a real adult.

>> Yoli: 22:56

Yeah. Now we're just like no way back to it. I just have to figure it out.

>> Ellen: 23:00

Yeah.

>> Yoli: 23:01

But still like 30 I think was a special moment in my life. Was like a really like. Oh, I think it was a renewal through like everything that I was going through in the past few years. And also like feeling more mature and like feeling a lot of more self respect and also not only respect but compassion because I grew up like very perfectionist. Like everything has to be perfect. Controlling everything like a control freak. But then you figure out that you cannot control, you know, everything that you want to control. And it is a process also of letting go and not putting energy on things that they're not going to be fruitful, you know. So I, I don't know, I just feel much more at ease.

>> Ellen: 23:47

That s a good feeling though.

>> Yoli: 23:49

Yeah. Not because like, oh, my God, Don Dirty. That's it.

>> Ellen: 23:51

But, like, most, like, gradually, I think therapy for.

>> Yoli: 23:54

At least for me. Oh, yeah.

>> Ellen: 23:55

Because I have similar issues. Like, my themes and therapy were a lot of me being, like, a control freak and, like, having to undo all the, like, panic that I get that I can't control things and, like, potential for me of, like, OCD themes, of, like, trying to control the outcome when I literally can't control it. So then you just spinning your wheels, like, literally driving yourself crazy because you can't control it. And. Yeah, just, like, trusting that you can get through whatever comes your way. Like, I don't know. I think it is not something that you can just learn, like, one day when you wake up, I think through your 20s, like, just life experience, like, you just kind of learn that over.

>> Yoli: 24:33

Time, and you're gonna rebuilding yourself over and over again, you know, I think this is, like, the key thing that I've learned that I can rebu myself y. At any time, any point in of my life, you know, and how do. I don't know, just feel? I don't think I have control. Um, I mean, the control freak thing, I think it's more like within my work.

>> Ellen: 24:52

Sure.

>> Yoli: 24:52

So I had. I had trouble in the past delegating and, uh, finding a good team and finding people that I can trust my work with. And night. Oh, yeah. Like, for example, now I don't have that problem anymore because I've been, I think, now having. Having people that I hire for, like, working regularly with me. I think I've been, like, for three years now. Three years and a half.

>> Ellen: 25:12

Yeah.

>> Yoli: 25:12

Um, so I've overcome a lot, uh, of the process of delegating and expecting a result, and then that result is not the same that you do. But then. And one thing that I've learned, like, you can train skills, but you cannot train character.

>> Ellen: 25:25

Yes.

>> Yoli: 25:26

And I was trying to find the right people, and I found the right people, and I will keep finding the right people through character, not through skills. So I have to be patient to train if needed. Um, because sometimes people already experience, but sometimes they're not, or they have some adjustments or adaptations. And I'd rather have someone that will value similar stuff that I value as well and have a good character than the other way around. Because otherwise you're screwed. You cannot change character.

>> Ellen: 25:54

I mean, I totally agree. I've heard that through all my job interviews throughout my 20s and also from you volleyball, basketball coaches, that they're like, you know, you can usually train the technique, but you can't really train the mindset. Like that's much harder to teach than it is to teach the actual skill or whatever they need to learn. Like, people can usually learn stuff. Put me in front of a YouTube video, I'll be able to probably learn something pretty quickly, you know what I mean? But, uh, if they don't have the mindset, it's really difficult to pull somebody out of that and like, teach them how to do it. Switching gears a little bit. Cause we just talked about recently turning 30. What are three pieces of advice that you would give to the audience that you Learned during your 20s?

>> Yoli: 26:38

I feel very old answering this. Uh, but I'm not. So that's fine. I think the first thing that I've learned or that realized is I'm not my work. So you're not your work. You should not treat your work as your identity is an extension of yourself. Which is fine. But as, uh, imagine if you need to shift careers, you need to basically die. Right. So that's not the point. And I've shifted my career. I mean, I've been working in creativity for 14 years, uh, right now. But I was a makeup artist, I was an illustrator. Even though I was doing graphic design as my main job, I was doing other things as well. Photography, video, and then I was doing graphic design, my bachelor's in graphic design. So I imagined myself thinking like, oh, I don't want to do graphic. Was hard for me to let go of graphic design because that was part of my identity. So then I figure out if I want to do brand strategy, I don't need to do graphic design anymore. I. And if I release that, it does not mean that I failed. Yeah, I'm just doing a different thing, you know. Um, and yeah, I think this is s. The first piece of advice that you're not your work. You should not put your self worth into your work because your work and change can adapt. Can even stop existing with AI for example. M. Right. Um, not in the creative world, but like other services, for example. Um, but yeah, so as the first one, second one I think is as you said this the trial period. Right. So I think explore as many things you as you can. Uh, in terms of traveling to new places, getting to know new people, learning new languages, or just trying. Trying to new things that you feel pulled towards. Yeah, you know, I, um, think a lot of people are afraid to even try for the sake of trying.

>> Ellen: 28:25

Yeah.

>> Yoli: 28:25

You know, not like even succeeding on having a career, but like, I don't know if you Want to how to learn how to play the piano. Like, I mean, you're not gonna. I don't know if you can. You can too. I mean you can go to Americans, whatever talent and then become famous, but it's just for the sake of learning. Yeah, yeah. Like do not be like, don't be afraid of learning basically.

>> Ellen: 28:45

Also it's good to justex flex your brain like a muscle. Like just learning exactly new it. You don't have to be the top professional at everything you do, which is something I struggle with, I think. Like, I also love learning like a ton of things and doing a ton of things and like being very multifaceted, which I think everyone should be. I think everyone is. But we feel so like pigeonholed into our work and whatever and we can only have like one identity or you know, whatever society says. But like for example, I always feel like I have to be the best at whatever I do. And it's like the older I get, the more I'm like, you can just do things like just a little bit just because you kind of like it.

>> Yoli: 29:20

Like it'exactly. It's all your job.

>> Ellen: 29:22

Right.

>> Yoli: 29:23

I mean, it's all your job.

>> Ellen: 29:24

No one's like judging you, sitting there like grading you. Like who cares?

>> Yoli: 29:28

Exactly. People are very self centered and're not, uh, yeah, they. You're not that special. You know, like so sometimes we just think.

>> Ellen: 29:34

I have that problem where I think all eyes are on me all the time and it's like, no one really cares'people.

>> Yoli: 29:39

Are walking down the street. You think like, oh, what people think about my outfit or whatever. What do they think of me? They're thinking the same thing about themselves.

>> Ellen: 29:47

Yeah.

>> Yoli: 29:47

Like they don't. They don't even see you. Like that's crazy. Right. Um, so that, that will be the second piece of advice of like trying new things. Um, for the sake of trying, not for the sake of succeeding. Y. And the third thing I think will be to taking like big risks.

>> Ellen: 30:06

Okay.

>> Yoli: 30:07

Uh, are some examples for like moving to a new country.

>> Ellen: 30:10

Well, yeah, that's a huge one.

>> Yoli: 30:11

This just like I don't. Or like saying goodbye to a job that was like your whole identity into your twenties and then now you're gonna try a new thing.

>> Ellen: 30:21

Yeah.

>> Yoli: 30:22

Or gonna expand your knowledge or your work into something else. But it does not mean that you're failing or like, you know, so I think moving to it, if you're like in your 20s, go to a different country, like honestly, like do that favor to yourself because your future self Is gonna than you a lot about, uh, like through that experience because you learned so much in terms social skills, stress management, um, a lot of things that you could just stay in your neighborhood. And I mean, I'm not. No hate if you want to stay in your home country, whatever, but I think you grow so much faster if you just go to a different place and start from scratch and have to do like, great friendship. It is hard. And like, dealing with visa documents and then finding a place to live and then. And then even finding a job, sometimes you have to like, say goodbye to the job that you have in your country.

>> Ellen: 31:16

You have to give up a lot of what you identified with.

>> Yoli: 31:19

Exactly.

>> Ellen: 31:20

And I mean, I had to. I was like, very attached to my U.S. job and my U.S. salary.

>> Yoli: 31:26

Yep.

>> Ellen: 31:27

And then moving here, I was like, uh. It felt a little bit like just ripping a piece of me away. But like, for the ultimate goal of living somewhere else, you know, it's necess. I mean, and even if you can't fully move, I guess like the next best thing would be, I don't know, plan.

>> Yoli: 31:41

Just a plan.

>> Ellen: 31:41

A few months or even a.

>> Yoli: 31:43

A month, couple month out. I think it's already like a good thing just for you to get the taste of it and then you go back for like a long period of time. That's what I did when I came to Barcelona first time. When I came to IR Europe, I was 16 years old. I don't know how my mom let me do this, honestly.

>> Ellen: 31:57

Thanks, Mom'very. Brave, Mom.

>> Yoli: 31:58

If you're watching this. Thanks. Um, but still, uh, I figure out, oh, I like this, like, I like this thing of traveling. You know, I remember when I got back to Brazil's crying on plane, just like, I don't want to go back home. 60 years old. Imagine is crazy.

>> Ellen: 32:14

Yeah.

>> Yoli: 32:15

And then eventually, like, I think thinking big risks, for example, it is, um, not letting an idea die. For example, I want to do content online. And I was. It's not. I mean, can sound like a big risk, but I don't think it's a big risk. But a lot of people have a lot of, uh, fears and blocks, uh, inside of their heads.

>> Ellen: 32:36

Yeah.

>> Yoli: 32:37

So they don't start, uh, an idea that's just circling around. Right. So for example, u. Uh, the brand files, which is one of my contents. Ah. It was sitting inside of my brain for three years. It was just like circling. Yeah. It was like circling, circling. It's like, hmm, M. What if I do that? What if I do that? What if I do that and then the serious thing became a thing on Instagram. I was like, oh, I think now that's the time, right? So it's cooking. And now, uh, I mean, I will never guess that I will get attention from Adidas or the North Face or a drunk elephant or, uh, jbl, Spain, Calvin Klein, Brazil, uh, Granado. I mean, a lot of different, uh, brands that I would never, you know, never think. I ve never thought. I like, okay, I exist. They know that I exist. Right? Even Calving Kle asked me to send the video so then they could, they could share with their employees and other people. So was like, this is if they asked me this. Yeah, I made it. I, I just. My job was just like little Yoli.

>> Ellen: 33:39

When you first did your trip to Europe, like, you would never imagine, you know.

>> Yoli: 33:42

Oh, no, never, never. And then also for me, it was a big point of validation as well. Because I think in validation, external valation should not rely on this. But a, uh, couple of hints of that just can keep you going.

>> Ellen: 33:53

Oh, it's a huge motivator. I mean, if you just get a little bit of reassurance, you're like, oh, okay, I'm on to the right thing.

>> Yoli: 33:59

Exactly. Know, even though it's very exhausting, I mean like recording everything, getting all the content. And then I don't do the motion design, but we created the visual, the creative identity, but, uh, the great direction. And now we already have a style. But it's. If you watch the first one and the last one there, it's very different. Um, but still was a content that I. If I never, you know, if I just slept, fear take over. This will never happen. So sometimes some good things can happen to you. And a lot of creative people, especially people that I deal with, they think their destiny just becoming poor. Like an artist. Like a poor artist.

>> Ellen: 34:35

Mindset is such a strong, like, rhetoric, I guess around like being a, uh, creative.

>> Yoli: 34:41

Exactly.

>> Ellen: 34:42

I mean, I even think about it, I'm like, people just. It's so hard to get out of that. Like, I don't know.

>> Yoli: 34:48

I'm not saying that this brought me a lot of money for this will make clear, but it doesn't still have.

>> Ellen: 34:53

To be like one, uh, path.

>> Yoli: 34:55

Exactly. But this allowed me like to just get people that got in contact with my. Connected with my content in a deeper level because I was mixing psychology with, uh, fashion and brand strategy. So this became more interesting. People were not very, um, used to see the type of content and also got clients from that as well because they like, oh, I like how you just personify brands, and I need to do that with my own. And then they just reach out. And then we've been working together now for one year and a half, more or less, since I started. So, I mean, you should try, you know, if you have an idea, just, like, take that big risk. If you want to, like, move abroad, if you want, like, ask that person out, whatever. Like, just go for it. Just, like, you know, just, um, try new things. Because I think throughout time, we have this idea that we just don't start new things more often.

>> Ellen: 35:41

Yeah.

>> Yoli: 35:41

Uh, think. I think you can. I don't think it's, like, a age thing.

>> Ellen: 35:45

Yeah.

>> Yoli: 35:45

But I think we get used to what we have. Right. So we just get boxed in.

>> Ellen: 35:50

And especially due to school and, like, maybe growing up, you have to really, like, make an effort to break out of what you were told or what you learned or what people do around you. Like, maybe people make you feel that you can't change because everyone around you.

>> Yoli: 36:06

Huge. I. I have to. People say that you're not suc. I'm gonna go succeed. Especially here in Spain, for example. Oh, I've heard so many things. So many ugly things.

>> Ellen: 36:16

It is hard to think out of the box, especially in, like, I would say Spain and Italy are such, like, traditional cultures as well, where it's not really normal to, like, stick your head up out of the crop of flowers, per se. Like the tall Poppy syndrome they talk about in the uk. Like, it's not normal to, like, stick up and do something that's out of the norm. And, like, you know, it's not necessarily encouraged as much.

>> Yoli: 36:37

And sometimes people, they're gonna feel attacked as well. So in order not to trigger themselves, they're gonna put you down so that they don't feel like, um, I am failing. Right. So it's easier for you to just, you know, bring someone down and actually raising up with them.

>> Ellen: 36:53

Yeah, 100%. And it reminds me as well as I was just, like, speaking of trying something new and, like, it's okay to fail at something new. Like, I was just literally should fail. That's the only way you learn. But I was listening to Stauby's World podcast with Caleb the other day. They just put out their episode, um, on Stavi's World. And Stavi said, like, don't you know the road to wins is littered with losses.

>> Yoli: 37:17

Exactly.

>> Ellen: 37:17

You're gonna have a ton of losses on the way to even just one win. And I have a hard time reminding myself of that because If I don't even with weight loss, with work that I do, uh, online, whatever it is, if I'm not seeing progress quickly enough, I'm like, oh frick, why the hell am I trying? I'm a failure. Blah, blah, blah. You have to combat against that. If you're like, for me, I feel like my default thought path growing up was like, if I'm not immediately successful at something, like, I suck, I'm stupid. Oh my God, I'm a freaking idiot. But you have to work against that all the time and be like, I'm not an idiot. It's normal to fail. You're not going toa be professional at everything. When you just try it for the first time. That's actually crazy to think that you would be so good at something exactly randomly. Like, no one's just Mozart didn't just wake up and like make. Well, maybe, maybe he did. I don't know. Imagine some people are prodigies. I don't know. But still, you still have to put in tens of thousands of hours of work.

>> Yoli: 38:15

And the uh, thing is, are you willing to try 20 times to get a no it then to get a yes, just put into perspective that we should keep trying, right? If I just post the first brand files and expect product to reply, I'm like, oh, they didn't reply. It sucked. Like, no.

>> Ellen: 38:31

And then you like get discouraged and stop.

>> Yoli: 38:33

And then I wouldn't have m the Adidas feedback or all the other brands that, um, got in contact or at least, uh, recognize the work. So I mean, and life has some, some surprises that you, sometimes you don't even expect the amount of success that can come your way. Or at least the type of recognition, not the amount, but the type of recognition that can come your way, uh, if you're not willing to try. Because if you're not willing to try, you're never gonna know. And I hate not knowing TR and.

>> Ellen: 38:59

You never know that, like you might be 95% of the way there and the yes is just around the corner. And then if you stop, it's likeactly you didn't come this far just to come this far and like lose all the effort and knowledge that you've gained. And like, a loss is not just a loss. You're always taking something away from it, learning from it. It's never a true loss. Like, you should always be learning something. And may failure is feedback for sure.

>> Yoli: 39:24

Like, uh, everything that you do, even if it sucks or something happens, it's not the thing that you're expecting it's at least'data it's feedback. So you can, you can do something about it. You can, like, oh, maybe I should do that differently, or maybe I'm not feeling comfortable or whatever it is is feedback. So failure is feedback. And in order to succeed, you have to have a lot of feedback on how to do things.

>> Ellen: 39:46

Yeah.

>> Yoli: 39:47

So it's like a reframing process of reframing your mind, but affects a lot of us, um, especially people that are concerned about controlling everything.

>> Ellen: 39:57

Yeah, I think we can especially relate to that. But I'm sure a lot of people listening can relate to that as well. Because I feel like that's just like the number one issue that people as a species have. Like, we're always so worried about failing. Fear. Like, it's just scary to put yourself out there and try something and potentially fail, which you probably will. Like, you can probably guarantee that you probably will fail. And maybe that will put you at ease because, like, you're not supposed to.

>> Yoli: 40:21

I think it's becoming worse.

>> Ellen: 40:22

Yeah, I think since COVID especially, people are much more nervous too.

>> Yoli: 40:26

Also. Like, the, uh, the wor. Everything is so instantaneous nowadays. Like, you just one click tomorrow is at your door, like an Amazon or whatever. Uh, and people are trying to apply the same mindset to everything in life. So it's not the same thing. One thing is just ordering whatever and then your door in 15 minutes. Or another thing is learning a new skill or like building a business or like getting better content creation or whatever it is. It takes time. It's not something that you just, you know. I mean, I wish, I wish it was so easy. I mean, I don't wish, but still, like, it's hard. You have to make choices. You have to, you know, say that you don't want that thing, so you say yes to that thing. So it is a process of choosing. And if you don't start doing that, you choose nothing, so nothing will come your way.

>> Ellen: 41:11

That's very true. And I even think, like, we have so many resources at our fingertips today. Like, oh, yeah, think about, like when my mom was in college, she had to literally find books to read from. Like, you just had to find books and read books and figure out information. Like, maybe, maybe there was a laptop somewh or a computer somewhere that they could find. But like the Internet, well, there was no Google. There was no nothing.

>> Yoli: 41:35

That's what I say to people now. There's like creative people. It'like oh, I cannot find clients. I. You have all of them. In your hands. Literally out of your hands. Yeah, like, you just, you can just sell. I mean, you can be a graphic designer for you living in Spain or whatever it is and sell your services to Finland or to Japan or to the US Restricted by a law nation. You're not. Not anymore. And that's like a big excuse that people do. I cannot find clients. Like, no, you're not positioning yourself well enough. You're not clear what you want. You don't have your service lined up. Um, you don't know what you're good at. You know your interests. You don't know anything about yourself. So that's why you're notn toa get clients.

>> Ellen: 42:13

I think almost like, for a lot of people to it, it might be like analysis paralysis or like, almost when you have too many options, it feels paralyzing because you're like, like, where do I go? Like, it's almost like. Well, I think for sure, like, if you look at sociology of the human species for how quickly we have progressed, we're not. Our brain have not caught, um, up with that, like, just as a species. It's not saying some people are smarter than others. It just means, like, we just have not caught up that we are at the same level of our technology. Like, the technology has boomed and humans aren't meant to evolve that quickly. So I think we're coping, but we. We're not innately, like, used to the way.

>> Yoli: 42:54

But we will.

>> Ellen: 42:55

We will.

>> Yoli: 42:55

Yeah. I takes time. It takes time. I don't think it's like, of course we're not built for that, but we will be built for that one when the more exposed that we are to information, to, I mean, whatever networks and whatever it is. But yeah, well, we're just catching up, you know, trying to just get there.

>> Ellen: 43:12

Well. And I always think of, like, how my grandparents really struggled once cell phones came out.

>> Yoli: 43:17

Oh, yeah, they're still struggling.

>> Ellen: 43:19

Yeah, but very cute.

>> Yoli: 43:21

Your hand.

>> Ellen: 43:21

It's been 30 years, and I know it's a generational thing, guys, but it's like you have information at your fingertips. I just personally don't want to be left behind. Like, I've seen my grandparents, like, still struggle to use a phone, and I'm like, girl, phones have been out for 30 years. Like, you've had 30 years to learn how to use one.

>> Yoli: 43:37

Yeah. But I think also in terms of technology, people, like, for example, even only if you really love social media, which is different, but if you're like a regular person that just have your Instagram to Share, like, with your friends or whatever. And you're 35. You're not gonna hop on TikTok.

>> Ellen: 43:56

That's true.

>> Yoli: 43:56

Because it's still, like, you have to adapt. Like, oh, I have to get to use this to this new tool. So I think it's like a. The same thing that we were talking about before. Like, we're not. We want to. We're so used to things. Right. So you don't want to learn newthing. So if you're passionate about learning, if you're passionate about social media, communication, all of that, it's easier for you. But I don't think, um, generally speaking, maybe we're in a bubble. Right. So that's what we are.

>> Ellen: 44:20

Yeah. And I. I have to remind myself that we are probably very much in a bubble.

>> Yoli: 44:25

Y.

>> Ellen: 44:25

So then we have to, like, remember that that's not probably the norm for everyone. But. Yeah. So I think we should move on to another question. Let's see if we move back to maybe some challenges and misconceptions about what you specifically do as a brand strategist. Like, I think I. We talked a little bit about challenges, just in the sense that, like, tips and things that you encounter, but maybe some. Like, what is a brand strategist? I think people still might not understand, like, what. Because people. I mean, I remember when I went to your masterclass with. Who is it the teacher that came.

>> Yoli: 44:57

Oh, Marcos.

>> Ellen: 44:58

Yeah. When I went to that. And that's where we kind of reconnected with Fernando earlier this year. I remember I was like, that was the first time that I was like, oh, that's what a brand is. Like, I did not understand what a brand was before that presentation. So maybe if you could. I don't even know if you could sum it up, but if you could sum it what a brand is in, like, a minute, and then what a brand strategist is.

>> Yoli: 45:18

Um, so brand, our definition of a brand. I will borrow from, um, Martin Newmeyer. Uh, he says that a brand is a result of all the perceptions that people have from a specific company. Right. Same thing for personal branding. Right. So I will have a perception of you. Um, a girl that you met last week will have a different perception of you. Um, maybe people, maybe for now, they have a different perception of you. So as long as you can, um, be intentional about what you want and how you want to be perceived, not in terms of being fake, but, like, what parts of yourself that you want to highlight and be remembered by it, uh, you can more or less have the same Image in people's minds, even though it's gonna be different.

>> Ellen: 46:01

Yeah.

>> Yoli: 46:02

So for example, like Apple, that some people be crazy about it and some people hate. Right? But all of us, we can tell that Apple is connected with creativity. It's connected. Toolog is connected to intuitiveness. So all those aspects that a brand want to project to be remembered by this is, you know, brand and branding process. And the brand strategy is actually that specific process. So we try to understand their purpose, why they exist. Right? Because people don't buy what you do, they buy why you do it. Right. That's why we have, otherwise we just have one brand to selling T shirts, one brand selling, uh, sneakers, one brand selling. So we buy the why we don't buy, uh, what people actually sell. Um, because we connect more with the aesthetics or connect more with their values or connect more with their message. We're gonna be connected by something. And that something is what a brand strategy will define. Right? So we go through a process of research trying to understand who they are as founders or company wise and whatsoever trying to understand the culture. Because we are culture builders, right? And that culture will be projected, uh, outside of the brand to connect with the right people and also inside of the brand to boost and motivate and also bond people from your team. Because otherwise just if you just hire for the sake of hiring salary that people, that person can be offered and all the different job and then just flip it and just all the effort that you put in, it's gone because now they're somewhere else. Right? So you should be hiring people. Connect. Back to the thing that I was saying before like that I hire m, my assistant and maybe she'll need to level up in some sort of skills. But on the other side, uh, her character and her values are very aligned with mine. So I don't think she's gonna just you throw it out the window. I hope not. If you're listening to this, don't, don't leave, I need your help. But the process of brand strategy is literally defining the plan, right? The plan to get to a goal. So that company has to create that brand to get to a goal. So actually the term strategy came from war, right? So that's why we apply the same mentality in terms of, uh, we need to get to a specific place or we need to get to a specific goal and we need to, we have that resources and we need that amount of time and then we have that team. So how can we manage to get there by the time that we want um, and then of course, there's a lot of business information that you need to also understand how a business work. Um, and then when you define the plan, you need to execute the plan, you need to transform that into language, to transform that into visual culture as well. So then when like the other parts of creating a brand, for example, visual identity, when you hire a graphic designer to translate, uh, everything that you define or your values, your positioning, type of target, audience, I mean, a lot of people skip that part. They don't investigate who they're talking to. Like their audience.

>> Ellen: 48:57

You could talking to the wall talk.

>> Yoli: 48:59

They don't. I mean, they sometimes they fantasize on the people they're actually dealing with. So like all this, like, girl that goes to Pilates or she travels, she has a dog, she's an independent woman. Like, okay, show me where she is. Because like a lot of people, there'be very like the type of target that sometimes you have inside of your head. It'gonna be very different than the person that you're actually selling to. So the more feedback that you can have for the actual people that buy from you, the better, because then you can serve them better and then they'll coming back more often. Right. Um, but it takes, takes a while that you have to do a lot of testing. So sometimes people think that brand strategy is something that you just like this defined values, defined archetype, Define positioning. Def fin manifesto. And that's it. Boom, boom, boom. Let's go. No, there is a process. It is a process of, uh, investigating and um, a lot of different things, not only about the brand itself, but the context that is inserted. Um, I like to call, I'm more of a brandain therapist because I need to understand like, who you are and what you want to do with your brand and what type of people they want. How can I translate everything that inside of your head, organize all those thoughts? So it is like a process of a therapist, uh, at the end of the day and then you have to put that into a plan of action. So you have to have an abstract mind to capture what they're actually saying, and also a very structured mind, uh, to put this into a plan. So it is like a combination of 50, 50, um, being open and creative and trying to figure it out. Now the other part is very analytical and try to bring that down into a plan that is actually actionable. And I think it's probably more than one minute for both answers.

>> Ellen: 50:29

No, I don't think you can really summarize it.

>> Yoli: 50:31

Much shorter than that it'hardeah. Like, so I think it's the best way that I can summarize that.

>> Ellen: 50:37

Yeah. I mean, even for me, even though I've known you and learned from you this whole time, and also through my job as a csm, I work at a graphic design company. I'm kind of like a therapist for our clients. So I'm not a brand strategist at my job. I just make sure they're happy and that they keep paying us money. But, um, in a similar way, I've seen how their process works. And, like, do we redo company brand guidelines quite often? And it can take six months to a year. Like, it obviously depends on the size of the company and how much they want to redo their guidelines. But that. And that's not even just the strategy. That's just the guidelines. Like, the strategy could be a whole other conversation, a whole other deck, a whole other, you know, six months.

>> Yoli: 51:23

Everything has to be decided through the lens of strategy. Otherwise it's just like going with the Flowids thranding on Pinterest sor. That my daughter likes. So whatever. Like, oh, yeah, I like pink because my daughter and your daughter's 12 years old. She doesn't know anything about brand or even business. So maybe she's like a YouTuber or something, you know, and then, um, I'm down for that. I'm open to listen.

>> Ellen: 51:45

Yeah.

>> Yoli: 51:46

But usually it's like, oh, they prefer that thing. And I always ask, are they your target audience? No, they're not. So it's not valid, you know? Um, but yeah, it is, um, a process that a lot of people don't, don't understand. It takes a lot of time to. To develop. And also, like, it requires a lot of money as well, not only for the people that are working and the strategy itself, but also if you want to apply questionnaires, if you want to get to know people. Like, people are not going to just answer a long form for nothing. Like, you have to pay them. Yeah, right. Or to interview them, their time. Like, so it is a long process that people don't take into consideration.

>> Ellen: 52:20

But.

>> Yoli: 52:21

But, yeah, but I love what I do, so I cannot complain.

>> Ellen: 52:23

I think it's fascinating. Um, like, before I met you, before I started my current job, I had no idea what a brand was like. I knew. I knew what Nike is, I knew what Sephora is. I knew objectively that these things are brands. But I never could have told you what the process behind the actual brand is. I would have just told you it's like a logo, some colors, um, sporty makeup. So I think it is still very mystifying for the people who are. If anybody who was like me beforehand, I would have never been able to explain it. And it honestly took not just that first presentation I saw earlier this year with Fernanda, where I watched that and I was like, hu. Oh, that's what a brand is. And then also through my job, it's probably taken a good six months of me kind of being in this world for the first time, of me even starting to understand it. There's just a lot that goes into it. So I would have never guessed. But let's maybe move on to some questions about culture shocks. Oh, so culture shocks between Brazil and Spain. I've never been to Brazil, so I don't know. I just know what I know from you and from some social media, but that's about it.

>> Yoli: 53:34

From Funang. Brazilian fun. Basically Brazilian F. And yeah, I think the biggest. I mean, there's a lot of things are very similar. Uh, I mean, I'm gonna. Only Brazil is huge. And Spain is also, you knowe.

>> Ellen: 53:47

It's very hard to paint with a broad brush.

>> Yoli: 53:49

Exactly. Yeah. I mean, this. I think my. The south of Brazil, the size of Spain, just like for reference. So it is huge. I cannot say, you know, things for other states. Um, but from where I am, I'm from Flanopollois. Santa Catrin says down south. Um, and compare. It's, um. I was born in an island, like, on. Like, it's an island connected to the continent, but still an island. I think we're both very social creatures. Barcelona and my city, like, in Brazil in general, I think a very social. We like to party. We like to, you know, um, be together in groups. Um, and that's the thing that I did not connect very much. Even though I love being around my friends, I'm more of an introvert. I love. I love being by myself. Um, but at the same time, I think in the opposite hand, in terms of the way that you made friends, like, the way that you make friends, it's different. So in Brazil, usually, like, you are my friend. Like, I get to know you today, right? So you're my friend until you prove me wrong.

>> Ellen: 54:50

Oh, like, so they start.

>> Yoli: 54:51

You start friends.

>> Ellen: 54:53

Okay.

>> Yoli: 54:53

You know, you don't become friends o. You know, like, uh, not in a way that, like, oh, like we're BFFs now. Like, three seconds in. No, but, like, I will invite you to my home. Like, if I met you today, and then next week I'm having a dinner at my home. I will invite you. Right. But like, it's very nice. It's. I think we're very open, you know, very welcoming, very friendly. Like, we want to invite people in and. Oh yeah, like, we're just, we're gonna group everyone together from different, uh, social circles. Uh, we want to introduce everyone to everybody, basically. And then here, I think is more like inside of bubbles. So especially like the Catalan culture, like, they're more closed off, but once you get into a one bubble, your family for life and I think is something that I truly value about them, that they take their time, but once you're in, you're family, you're just. You can call them 3 in the morning. They're gonna help you. Right. So they're super loyal and I think this is super beautiful about them In Brazil, this is not very, very present. I think people are more fluid with their friendships. Of course, you can t have friends for life. Like my best friend since I was like, you know, four years old. We still are pretty much close, uh, like sisters and. But generally speaking, I think friendships, like arbit more fluid and more interconnected than here. And here people are more like, oh, I just hang out people from hiking group or my high school group or, uh, when I was whatever, like university group. So they don't blend those bubbles al together, uh, for me was a big of a cultural shock, um, because I remember it was getting friends with local people in They'lovely. I love them to death, but I felt that I was not like, invited to their birthday, so, like, because there will be people from all other circles, so I didn't feel like, oh, like, are we friends then? Like, I don't understand. Right. Um, but they will hang out with you. But it's different difficult for you to hang out with them. You know, they just go back to their circles.

>> Ellen: 56:54

You have to break into the inner circles.

>> Yoli: 56:56

Exactly. Yeah. I was very lucky, though, because my story, like one of my friends, uh, she's married with the Kathn guy and then that's how I came to Barcelona. And then they welcomed as a family member. Like, I just. We went to Halwween together or Christmas or like, we're doing a lot of, uh, family stuff together.

>> Ellen: 57:11

Yeah.

>> Yoli: 57:12

Uh, they have two amazing kids, which I love spending time with them. So I think I got lucky. But still, you have to have openness or an open mind to just understand those cultural differences. But I think was the biggest one in terms of like, social interactions and Then the second one I would say to close the question, which is the way people view work. So I think of course Brazil is very, is highly influencedced by the United States. So we have this like hustle culture. Pretty much, uh, we like are working today to like to eat tomorrow, basically. Right. But like we wake up really early. Like some people have to take three buses to go to the first work because they have the second shift. So it is a very hard working culture. Uh, and then of course, because this is a social. If you just look into a store, the history of Spain and Brazil here we have more stabilized, um, I don't know how to call it in English, but I mean they have a metro system that works, they have a healthcare system. Even though you can complain about it. And I'm not saying, I mean, of.

>> Ellen: 58:12

Course, uh, we can always find something to complain about.

>> Yoli: 58:14

Exactly. But still, if you just compare to the stuff that we have there, it is like crazy. Like we go through so much like struggle that people don't even understand that they have the privilege here. Yeah, right. Or like, oh, we don't see that the government invests a lot in culture. Like, oh, I'll draw you like a week there. And then, you know, like we have one museum like that will be probably the same thing over and over again the whole year. Like in then probably three exhibitions that will be different. Right. So in my city, of course, if you go to so Paulo, you have a lot of exhibitions. A very more multicultural, more busy and more business as well. But in my city, since, uh, the culture of the beach and like enjoying and the nature and blah, blah, blah, even though we're very hard working, it's more like, you know, not in a high pace as so Paulo for example, but still in terms of cultural investment, we uh, don't have as much. And I felt when I remember the first time I went to museum outside of my city, I was like, oh, wow, like this. I want more. And then when I came to Europe, I was like, uh, okay, I'm staying. Like, I just figured out, okay, I just have all the museums in the world. Everything that I read in history books and I googled and I did papers for school. Now I got to see. For example, I was in Florence two weeks ago and I saw um, David for the first time. And I remember I was 2002, I did a paper about that art piece. So I wrote about it. Yeah, like how many meters? Or like how was the process, the materials? This is the whole story of the artwork. And then, and now after, I don't know, like 22 years, I can actually go there and see it is crazyah, you know. So I think this is the two main shocks. The first one, the social one. And second one, the way that people work and the way that people view work, uh, here's a bit more relaxed because they don't, I think they don't struggle as much. I don't want to compare, I don't want to be mean or anything like that. I'm just comparing like social backgrounds and history backgrounds. Um, and the level of poverty that we have in Brazil. It's very different than here. So I don't think it's rude at all.

>> Ellen: 1:00:29

I think it just is what it is. Like, the, you know, most of Europe and the western countries, like in the US are much more developed probably, well, not probably because of colonialism. So now that they don't have to struggle as much, I mean, that obviously is going to directly reflect in the level of stress with working together and.

>> Yoli: 1:00:48

They'Ren to stress with other things.

>> Ellen: 1:00:49

Um, of course there'sn to be there.

>> Yoli: 1:00:50

Ye, but not on the work ah aspect, I think. Yeah, they don't. Maybe you don't have the level of ambition. You should not have a specific one. But like, compared to one country to the other, I think we're more ambitious in that aspect. Feel like we're more hard worker.

>> Ellen: 1:01:03

Um, oh, yeah. I think this will be fun. What are some makeup and fashion differences between Brazil and Spain?

>> Yoli: 1:01:09

Ooh, a lot of them. Um, I think we're more concerned about makeup and fashion than Spain because we have a lot of beauty standards in Brazil as well. Like when you where you're growing up, like, you have to wax, you have to do your brows, you have to do this and then you have to do your hair and then all those like that, ah, mold that you just kind of are built in. You don't even question that you should not be doing that because all of your friends are like, they're all in the same spot.

>> Ellen: 1:01:39

What age do you start to be worried about it?

>> Yoli: 1:01:41

I mean, I don't know now, but like, I remember I wanted to wear makeup. My mom tried to hold it back because I was like the em email kid that I want to do black eyeliner all the time. Uh, I think I started to like around 13, 14, I want to do that and I painted my nails for the first like, I mean, first time when you're kid you paint your nails with like water base so that you wash off and that's it, um, but I think I painted the first time I was around 10, so. But I wanted it right, because I wanted like to look like avla be. So it'like I want to paint my cool. Exactly, exactly. Um, and I was really into fashion as well with, with style. Uh, I shift a lot of different styles, even though it was in the same realm, like rock and, and all of that. Uh, but then I, I think I figure out that when I came here to Spain, people more relax about their style. Like, we're so like, we're high heels or like, you know, tight clothes. Oh God, I will never, uh, wear skinny jeans in my life again. And I'SO happy about it because here everything's so like baggy and comfortableeah. And when I got here the first time, I even adapted too much to the culture. It was like, oh, I'm not even recogniz myselfuff. Like I need to, you know, pick some, some pieces back. Uh, for example, like nails. Like people don't usually. I think now it's changing a little bit. Like 4 years ago people are not doing their nails as much. Uh, or they're like, they'never pay 80 year olds to do like, you know, like fancy exact extension. Of course, this'be some girls. I love that. And that's fine. But like the cultural. Yeah. Not the norm.

>> Ellen: 1:03:12

Yeah.

>> Yoli: 1:03:13

And in Brazil, like, you have to have your nails done. Like this is very like normal.

>> Ellen: 1:03:17

Like you're going to the salon every two weeks.

>> Yoli: 1:03:19

Maybe even every maybe. Oh yeah. People like, I don't like going to the salon and I was very lucky that my mom, like had also her beauty, uh, business. So like cutting hair, like doing like facials and stuff. I could do that at home. But, uh, nails was something that I wanted to do and I was going every week. Right. Wow. Uh, and here's just. I mean I do once a month because'it's um. How did I call? Acryicss. Yeah, but yeah, still, it's still something that I love doing because it's part of my identity and I build that and I love looking at my hands and seeing that they're clean. And I talk with people as well. Like I'm always in touch with people, so I like to be, um, clean and nice. Uh, but, yeah, but in terms of style, I think there's. The clothes are tighter then, uh, even though we have a lot of European, um, influence as well. Like now that we see everything online and reels and TikTok, like it's easy to copy the you know, the gringa girl. And I think we love that. We love to like, see what's on in Europe and the U.S. uh, we have that dream that everything that comes outside of Brazil is better than what we have. But still, like, we're. Maybe we have more makeup than people here, uh, in Spain or we are going more often to beauty treatments in girls here in Spain. So, yeah, we're very. I mean, this, I think is a second large, uh, the second country that like, has more. The most investment on beauty. I think, like, Russia is the first one. I think Brazil's the second, and I think the third is United States'something I don't recall. I can be wrong. Um, but we invested, uh, we invest a lot. Like, even when we talk about like the Brazilian wax. So like the bbl, like, everything's like, related to the aesthetics that we are, you know, we're emerged into when we are growing up. Uh, and of course we have the Latin body. Of course you're gonna have curves. Not all of us, but usually the Latin bar is more curved than the European one. Um, depending on where you are, of course. Um, so that's why they have those references of BBL or like Brazilian wax and all of that. So I think we're a reference in terms of beauty. And I don't think Spain carries that. I think Spain has other things that are more prominent in their culture. Yeah, yeah, true.

>> Ellen: 1:05:28

So, yeah, I guess. And it's. Every country has something they're known for. But I wouldn't necessarily call Spain like a, like one of the countries that is known for its like. Or fashion.

>> Yoli: 1:05:38

I mean, we don't have a fashion week here, even though we have.

>> Ellen: 1:05:40

But it's not one of.

>> Yoli: 1:05:42

Not in the official ones, right'like?

>> Ellen: 1:05:44

You would look at like Milan or Paris, you know, countriesnd just over the border, you know, very close for fashion. But I think Spain is probably more for like food or beaches, you know, for m. Maybe more like tourism, which is also a pretty hot topic here as well.

>> Yoli: 1:05:59

Think exact.

>> Ellen: 1:06:00

So I think that's probably what Spain is known for more than makeup or fashion. And I think I didn't even realize. But yes, so much of. We're influenced by Brazilian.

>> Yoli: 1:06:10

It's beauty.

>> Ellen: 1:06:10

It's like a catch 22. Like you. But yeah, I mean, like, I. You would just see that, like, I don't know, like massage, envy or whatever. European wax center, Brazilian wax. And everybody just knew that it was like the whole thing.

>> Yoli: 1:06:23

Who? Exactly.

>> Ellen: 1:06:25

And I never thought twice. I was just like, okay, yeah, Give me a Brazilian. I don't. I don't even know what it means exactly.

>> Yoli: 1:06:30

I'm just gonna go for it.

>> Ellen: 1:06:31

I'm just gonna go for a Brazilian.

>> Yoli: 1:06:32

I get traumatized. I. Just kidding. Yeah.

>> Ellen: 1:06:35

So, yeah, it's interesting how. I mean, we're very influenced. And then of course, like, Miami's like the capital of bbls now. So, you know.

>> Yoli: 1:06:42

Exactly.

>> Ellen: 1:06:43

We thank God I have an ad time really quick. Exactly. Like that could be a whole other episode just discussing the history of bbls and.

>> Yoli: 1:06:51

Oh, yeah, we can talk about it.

>> Ellen: 1:06:52

Yeah. Anyway, um, let's see. So if we move on to some of the other questions. Endless id.

>> Yoli: 1:06:58

O so my baby.

>> Ellen: 1:07:00

Let's talk a little bit about Endless ID as well. So what is Endless id? How did you start it? What was the idea behind it? Yeah, what is Endless id?

>> Yoli: 1:07:09

So Endless ID today is a club for creative people. Uh, and I give monthly content for people to create more, to stress less, and make the impact that they want to in the world. Right. Because I've been, I mean, around creative my whole life and I've been listening to all their struggles and they're, you know, the lack of mentality, the right mentality to overcome those blocks. For example, feel of failure, imposter syndrome, creative blocks or whatever it is. Ah. And also how to deal with the rollercoaster that is creativity. Like your journey are. It's not supposed to be linear in creativity. Um, and people think that it should just like, keep going, keep going, keep going. Just like. Yeah, it can be for some, some of the people, but usually you go through faces. I mean, you just look at the painters, right? They go through the blue face, little death phase and then this phase, and then they try something different. But yeah, I think I'm just helping people to own their creativity, basically. Right. So we have, like, live sessions, we have Q and A. We have, uh, also monthly classes that I usually are three and that I help people understand and shift their mentality, regardless of the theme. So I'm just trying to gather all their concerns and trying to bring some lessons around it. But it started, uh, the Nam inless ID actually comes from that shift of roles, uh, that I was doing with my life. Right. I was like, letting graphic design for good. And I was entering into this new phase of just, uh, embracing brand strategy and of course, creative direction and all that. But more on, uh, like leaving that role of. In terms of design, I was leading or directing people because that's what I really wanted to do. But I was so attached to like, oh, I did like my bachelor, so I need to be doing that for the rest of my life. Like, no, you don't. Right. So when I could, like, go through that process of letting that go, I was like, oh, actually, like, I can be whoever I want. So that's when the name came. You know, like, you can reinvent yourself over and over again. And now I'm going through a new phase as well. Right. To del. Be more into music and just understanding more of this world. I'm not expecting to be like Rosalia.

>> Ellen: 1:09:24

But you never know. You will never know if. If you don't try.

>> Yoli: 1:09:27

No, yeah, for sure. But I'm just, like, I'm curious about the process of making music, and I just want to see that thing developing then rather than just, oh, I need to have, like, 2,000 Whatever followers on. Uh, you know, I don't want that. I just. If it comes, if it's something that developed and calls me in, I will lean into it. That it's no problem. But the point now is just to explore. And that's what I say to all the people, the members in the community. I'm always telling them, explore, no matter what. Just don't focus on the outcome. Just focus on explorer explorr until you find something that sparks. Yeah, they'll click, and then they're like, okay, I'mn toa pursue that, you know? Um, but if you never try, you're nevern toa know. So I'm go going toa try. And I'm entering into this new phase. Uh, it's been interesting. Um, that's the only thing that I can say. But still, uh, endless. Ida was a big support for me as well, because I can see other people are going through similar struggles that I am, and also I can give them a little bit of light and. And just create a sense of group that I think we kind of lost. Especially creative people. We're all weirdos and introverted.

>> Ellen: 1:10:31

Yeah.

>> Yoli: 1:10:32

We don't want to talk with each other. We're just, like, weird. And then we are struggling with the same things.

>> Ellen: 1:10:36

Yeah. And you keep a lot of it, like, inside.

>> Yoli: 1:10:38

Oh, yeah.

>> Ellen: 1:10:38

Ye.

>> Yoli: 1:10:39

Oh, yeah. We're like. I don't know. We are weird people. I, uh, myself included, and. But then I wanted to create a space that people can just let it out and exchange and just share, like, what they're going through, because then sometimes can help other people. Oh, for example, when I told my assistant the other day, like, I was like, oh, I'm here at my home. With a messy bu. Whatever. Because we're editing the new pictures, uh, that I just did a photoshoot and it was like, oh, I'm so glad that you also, like, can be. She never thought that I was like, that messy at home. Exactly.

>> Ellen: 1:11:08

See, we all. Because you see what's curated online and.

>> Yoli: 1:11:11

Like, it's hard exactly.

>> Ellen: 1:11:12

To imagine that someone is not looking like that.

>> Yoli: 1:11:15

Exactly, exactly.

>> Ellen: 1:11:17

Like, on a regular course, I love.

>> Yoli: 1:11:18

Like, glamorous and beautiful pictures. Like, that's awesome. And people know me for that as well, because that's what I put online. I mean, uh, it's all me, right? But at the same time, like, I'm trying to also show people that I can. Like today I was like, I'm not gonna overdo anything casual, like carigan, like.

>> Ellen: 1:11:37

Which is still very nice and polished, by the way.

>> Yoli: 1:11:39

But okay, thank you. But maybe, like, my version of polish is different, but still, like.

>> Ellen: 1:11:44

Like in the US we would have a much different version.

>> Yoli: 1:11:46

Oh, yeah, I know, I know, I know. Like, you know, sweats and like, um. But for me, like, this is like, very casual, very comfy, and I'm not only wearing high heels all the time, right? Because people think of that because they see me on all the pictures like this, which, uh, is fine. But I want to show them, like, you can be this, but you can be that as well. But you can be this as well. So this is the story behind this idea.

>> Ellen: 1:12:09

Just one box.

>> Yoli: 1:12:10

You're not your work, basically, but you can make money of all of this. Like, own. Own your creative self and all of all parts of your creative self. And you can make money out of it as well. You know, the things that you want and things that you don't want, but you can just keep exploring. For example, myself today with music. Not making money out of it. Not planning to, but if happens. Awesome. Rightah. Um, uh, but yeah, just like, letting people know they're not their work and they can do whatever they want, basically.

>> Ellen: 1:12:36

And then. Yeah. Looking back, is there a moment that you thought, wow, I've made it?

>> Yoli: 1:12:41

Oh, um, I mean, I have a couple of moments that I would say. Uh, for example, teaching here at university, I, um, came as a student, and then I was invited to be a teacher.

>> Ellen: 1:12:50

She's a professor, guys.

>> Yoli: 1:12:52

And a professor. And this changed my life, honestly. I was teaching in Brazil as well, but very, like, short periods of time or workshops, but never in a program, like, academic program. And it was a big, um, extra motivation of my life and validation as well to keep moving forward. And also this kind of connected with the idea of endless id. So it was helping students to overcome their fears and creating more and getting less overwhelmed with things. And I was like, oh, if I can also help them, I can help people online. Right. And do that more often. And that's how it started. Right. And, and eventually I got invited to create the a uh, new program with Jordi. He was also a coordinator of a program that I did and then I became a teacher at his program and then we created program together. Uh, so I think this is one moment that even though some people not say that this is like a. I don't. Even though people don't think that teaching is a glamor job or, or whatever, I think it is s so rich to be around young minded people and also like in terms of age as well and knowing all, all of the trends and things that are going on, things that they are talking about. It just makes me feel um, like refreshed and exchange with them also is a really nice thing to do. So teaching was one thing and also now I think five years in Barcelona I was like, oh, I made it. Personally speaking, it was s like oh, I made it. I've been here for five years and then just rebuild my life from scratch. Right. Um, and then the third point was just not I guess big maybe as the other ones, but it's the attention that I was uh, getting from um, the brands that I was doing for brand files. So it's like I would never expect that Adidas will come on my post or like, or let host would message me or whatever. So it was s like wow, I'm getting attention of all those brands that I've admired and I've learned so much um, about them. So yeah, I think those three, three moments are very special to me.

>> Ellen: 1:14:50

I mean that's so cool. It is nice to like take a look back on how far you've come to and just like be like wow, I did that, that's so cool. And like give yourself a pet on the back.

>> Yoli: 1:14:59

Because I think people and I that.

>> Ellen: 1:15:01

Feel like I, I'm never doing enough. I'm never doing enough. Like it's okay to pause and even just look back at the last week and be like what did I do good? Not to mention like the last 10 years or five years living in Barcelona. You know what I mean? So it's super cool. Super cool.

>> Yoli: 1:15:15

Yeah. I'm um, very, very proud when I don't do that. I'm always looking for the next thing and then something that I'm trying to you know, push a little bit now I'm more present, more grounded than before. As I was saying 30, you know.

>> Ellen: 1:15:26

Yeah.

>> Yoli: 1:15:26

Hit the new era. Um, totally. But I was always like future focused and that was not looking back. And now that I look back, like 14 years in the industry, it was like wow, girl, you did a lot of different things. A lot of different things that people would never imagined like within the industry. So I'm very proud. I'm very proud. All of those things kind of like build skill. A unique skill set that no specific job will give me.

>> Ellen: 1:15:49

M. Right 100%.

>> Yoli: 1:15:51

So that's what I love about my journey.

>> Ellen: 1:15:53

Um, and how do you motivate yourself when you're feeling stuck or maybe burnt out? We all have those days we'cry in the bathroom.

>> Yoli: 1:16:00

No're just kidding. No, I think, I think therapy helped me a lot to just regulate. Mhm.

>> Ellen: 1:16:07

You learn, learn the skills.

>> Yoli: 1:16:08

Exactly. So I don't think I have like deep moments that I'm getting stuck. Right. If I feel it, I like um, this is not making progress. I'm gonna shift away to something else or I'm just gonna detach for any social like life. So this, I mean, you know, me hanging around like with me lawyer like for one year and a half. There's some weekends that I just need to switch off. Just like me books and music, podcasts and just like looking like to the ceiling and just wondering about life. I need that.

>> Ellen: 1:16:40

Yeah.

>> Yoli: 1:16:41

I uh, understood that, that this is what I need to recharge. So I think that people don't usually know or don't actually investigate what actually brings them joy to recharge, not to just fill them with more stuff. But uh, what recharges you? Is it like going around like and walk in the park, having a nice coffee somewhere else that you like doesn't matter. Right. So figuring out what you feel nourished. It's important when those moments hit because they'll come. It's inevitable a lot especially when we want to try new things, facing failure and all of that. Um, but I think when I get, when I feel stuck, I don't try not to force it. I was, I was that person to force back in the day. And now when I feel like this is not flowing, I'm gonna do something else. And then when I'm back, I already processed a lot of different things like on the back of my mind and it will flow pretty easily. So example yesterday I was trying to film two classes for Endless ID and I Have one outline done, and the other one will still have two to develop it to, like a PDF. The other one was just a podcast. So I was like, I'm not feeling it. It like, I know in my body. So that's. I was getting out of my head and was trying to feel in my body that I was not. It was not the moment. I was not feeling my best to give to record a podcast or to record any content. So I was like, you know what? I'm gonna wake up in the morning tomorrow and see how I feel. Uh, I don't have any Raional. One is like, you know, touching m. My. My shoulders. Like, hey, you have to pull that right now. Like, no, like, I set the paces. My businesses, my communities, my club. I can. Something happens, I can explain to them. They're notnna be pissed because there's. I mean, there's a hundred a lot of different content out there that you can, uh, still indulge. But I waited till today, and I felt way much more inspired. It's like, you know what? And I did two. I was expecting just to do one. And I was like. And I did too. And here I am. Right. So if I forced myself yesterday, I'll be like, two, three in the morning, and I'll be pissed. I not gonna be happy with the results. And I'PROBABLY gonna be redoing that this morning. Right. So, like, I'm just avoid double double work anyway. Yeah. So it's just figuring out, um, when you need to nourish yourself, I think that's super important.

>> Ellen: 1:18:49

Like, I think it also takes a very long time to learn how you recharge.

>> Yoli: 1:18:54

Exactly. You know, and it shifts also throughout time. Right. But I did not learn that. I, uh, was like, just go, go, go, go, go. Like, never stop. Never stop. And I was like, oh, my God, 10 years M what's going on? Right. And yeah, I just feel like books has one of my main themes. I love reading and also, like, listening to music. And now with the music thing going on, also, it's gonna be my way of, like, disconnecting from work. Um, but, yeah, just also one thing that gets me motivated is just remembering why you started.

>> Ellen: 1:19:24

Yeah. Maybe looking back on what you've accomplished.

>> Yoli: 1:19:27

Or the mission that you're on. What's the mission that you're on? You know, it's like, not even personal brand is like, personal mission, like what you're doing right now. Right. So when I feel like, just feel, you know what I'm gonna do that like the next week for like endless idea or new content or whatever. I was like, I don't feel very motivated to wr. But then I like, oh, I'm helping people. Like, uh, they need me, you know, they need my content. They are expecting that. Uh, and also I can see the growth that I can help them, uh, achieve because I'm not doing that for them. I mean, they are doing that for themselves, you know. But through my content that I can boost, uh, their journey. So it's very fulfilling to do that. I wish I had that back in the day, uh, because I didn't have that.

>> Ellen: 1:20:10

Mhm. I think that's also a lot of at least what motivates me in my personal endeavors, whether it's like a hobby or something that I'm trying to create. A career is like providing something that you wish you had.

>> Yoli: 1:20:20

Oh yeah.

>> Ellen: 1:20:21

Earlier in your career or just in life.

>> Yoli: 1:20:23

I wish I had this club, honestly. Like I would just watch all the classes and be like obsessed and just.

>> Ellen: 1:20:28

Like a goldmine of content.

>> Yoli: 1:20:29

Exactly.

>> Ellen: 1:20:30

Information.

>> Yoli: 1:20:30

Exactly.

>> Ellen: 1:20:31

Yeah. I think that actually segues pretty nicely into the next question. Like, we've talked a lot about spirituality, mindfulness therapy, manifesting, um, what have you learned? I guess it's s so hard to summarize, but what has stuck out to you most about those topics? Or what do you feel like maybe learning about those things has really helped change for you either in your personal life or in your work life? It's a very broad question.

>> Yoli: 1:20:57

I don'but. I love that. I think I love, I love those big questions because I can just like dance around it. Um, I think it's like a consequence of endless ID and all of my shifts in my career as well, that everything is interconnected. Like you cannot just, for example, like the silliest example, which is like having a personal account and then, uh, a professional account. Like you cannot separate, you're just one being, you cannot separate those two. Right. Especially in the creative industry. So, um, learning about spirituality since very young, uh, also like mindfulness and trying to be more grounded with more within the body, more within the heart as well. Um, I was very mind, mind, mind, mind, future, future, future, future, work, work, work. Uh, and then it blocked me, it blocked my creativity. It helped me just go like, and test new things. But then like, oh, you're testing your things, but you're not, you know, getting any, any interesting result out of it. It's not very authentic, the result. So I was like, okay, what can I do to just be more authentic? Right. But the first thing to be honest with yourself.

>> Ellen: 1:21:59

Yeah. That's a tough one, Honestly.

>> Yoli: 1:22:01

Right. The first is honest to, like, look in the mirror, look into your eyes in the mirror and talk to you. This is hard. People don't.

>> Ellen: 1:22:09

It's hard, uh, to look. Even just look at yourself in the mirror for more than five seconds.

>> Yoli: 1:22:12

Yeah. I mean, I. Now I'm getting more used to it. But, like, when I need to do something like that is require a lot of energy or require a lot of courage, I talk to myself in the mirrors. Like, we're gonna be doing this, like, me and you. I'm just. It sounds very weird, but it helps. But it helps because then you just, like, you're creating this compromise with that person, and that person is you, of course. But then when you mirror yourself, it's easier for you to just keep that promise. Right. Because as you were talking to someone else. And I think that is the thing that stuck, like, the most with me. Learning all about this. Everything is interconnected. You cannot be just in your mind or just in your body. Like, you have to know how to shift. And it took me a while to get back to my body, and I'm still learning a lot of different things about how to feel. Like, oh, for example, I need to pause right now. It's not because I pause because I don't feel like doing it or because I don't have the energy. You know, it's different. One thing is letting your mind dictate everything. And then, uh, you know, like, not treating the mind as a tool. You should treat your mind as a tool, not the tool. The tool should not control you. You should control the tool. Right. But this is different when you know that you don't feel the energy. It's like an inner knowing. Yeah, Right. So a lot of, like, the spirituality, also therapy. So like, body, which is, you know, exercising. And now that I've started running, like last year, I'm not perfect. I'm not an athlete or anything like that. Or like, you know, but still, like, something that just drifts a lot of the anxiety off and just treating those three levels, right? Body, mind and soul. So you have to know how to move your body and move your body. Uh, put your body into different experiences, you know, like, if you want to do a hike or if you want to jump from a plane or whatever you want, just like, put your body into different experiences. U, uh, your mind as well. So, like, keep learning new things. Keepm, um, stimulating your mind in different ways. U, uh, learning new perspectives. For example. Right.

>> Ellen: 1:24:05

Like out of your bubble.

>> Yoli: 1:24:06

Getting out of your bubble. Like, if you just think. I don't know, if you'if. You have a really strong political vision, try to understand the other way around. Your brain will expand, even though if you don't agree, try to understand it. Uh, at least respectful people have different opinions. And then on the soul level is like the nourishing part, you know, like. And also the inner knowing of your body, mind and soul within the spirit. I don't want to be very like wo. Wo. But like within the spirit in terms of like. Like the gut feeling that you cannot translate into language.

>> Ellen: 1:24:36

Yeah.

>> Yoli: 1:24:36

Right.

>> Ellen: 1:24:36

And you have to like, really practice to get to know those feelings.

>> Yoli: 1:24:40

And that's not something. And that's you. That's where you are.

>> Ellen: 1:24:42

Uh, yeah.

>> Yoli: 1:24:43

The mind and the body, this is. You can work through it. You know, this is something more like, more on the physical level. But like the soul and your consciousness is something that this is by default. Right. So you have to get to know you because you have to dec. Condition yourself from all of those things that society told you to do or you told yourself, like, oh, I should be that person. I should be this.

>> Ellen: 1:25:04

I should the should.

>> Yoli: 1:25:06

Yeah. It's like, uh, unlearning the shoulds and knowing like what you want. Actually.

>> Ellen: 1:25:10

Yeah. You could spend 30 years just studying yourself.

>> Yoli: 1:25:14

Like l whole life. That's a whole. I mean.

>> Ellen: 1:25:16

But that's what you should. Every day, ideally, you learn something new about yourself. You get to know yourself really well. I think for me that's a big takeaway of my 20s is like learning more about yourself, interviewing yourself, taking yourself on dates, journaling.

>> Yoli: 1:25:29

Yeah.

>> Ellen: 1:25:30

Talking to yourself in the mirror.

>> Yoli: 1:25:31

You can only. And then there's the phrase of my therapist that she's always saying that like people interactions in general. Right. So people, they're always bringing news about yourself. Oh, how do we expand in terms of like when you interact with someone?

>> Ellen: 1:25:45

Uh, o. Yes.

>> Yoli: 1:25:46

They're bringing news about you.

>> Ellen: 1:25:47

Mhm.

>> Yoli: 1:25:48

So how you react, how you don't react, how you feel, how you struggle, how you feel. Like how you feel happy or sad or all those like feedback. Exactly. It's feedback. So like, they're bringing news about yourself.

>> Ellen: 1:26:01

Wow. I mean, yeah. Like you can learn something out of every shred.

>> Yoli: 1:26:04

So that's why you should not, um, cut yourself off of experiences. Because every experience you learn something about you. I like, I don't. I'm curious and I want to try it again to see if I really like this, you know, and the more that you experience, the more you know how to cut things off that actually are not supposed to be there. Right. Friends, family, sometimes, or jobs or roles that you occupy. Because sometimes you occupy a role that you should not be doing right. It should not be, uh, occupying. So. Yeah, I like that. I like that quote. It just stuck with me. It was like, every time I was like, oh, yeah, people are always bringing news about me. Yeah, every time.

>> Ellen: 1:26:42

I love that you can, like, if you frame your mind or your thought process into, like, you can always learn something about life, about yourself. Like, you can always take something away from every interaction. I'm always like, even just for me, walking on the sidewalk. Like, I'll get so frustrated by way that people walk on the sidewalks here, and I have to check myself and be like, girl, calm down. No one cares that much. And I'm always like, it's something for me that I'm always like, that's something about me that I'm like, trying to. Yeah, I'm training, practice, repetition. Just. Yeah.

>> Yoli: 1:27:14

Uh, because you've been training yourself to get to that point where you're overthinking about everyone around you. Now you have to de. Condition yourself.

>> Ellen: 1:27:21

It's a lot of undoing.

>> Yoli: 1:27:22

Yeah.

>> Ellen: 1:27:22

M. Yeah, I love that. That's. I mean, I think we could have a second episode even just talking about that last question, because there's just so much to unpack, and it could be.

>> Yoli: 1:27:32

Much more, like, let us know in the comments.

>> Ellen: 1:27:36

Sociological, psychological. I love conversation. Yeah. So where can everyone find you or Support you? Instagram, YouTube, maybe?

>> Yoli: 1:27:45

YouTube. I don't know, but everything is, uh, under my it. Like Yolinaacio.

>> Ellen: 1:27:50

Ll add it in the description.

>> Yoli: 1:27:52

Uh, website, but mainly Instagram is my main channel, so I try to be there every day. Sometimes we're not, but, like, I'm more there than not. Um, but yeah, if you want to connect, super open. Just hit me at dm.

>> Ellen: 1:28:05

All right, well, thanks, yli.

>> Yoli: 1:28:07

Thank you so much. I love this too. Super nice.

>> Ellen: 1:28:10

Yeah. Well, thanks, guys. I hope you enjoyed. Feel free to follow Yoli on Instagram. Check out Endless ID if you're interested in brand strategy or even just check it out if you're curious like me. And maybe it's something that you want to try that's totally new to you. Like we said, like, you can break out of these boxes. Like, you don't have to. I think sometimes people feel like, oh, am I a creative?

>> Yoli: 1:28:30

Like, everyone is.

>> Ellen: 1:28:31

Everyone is a creative. You don't have to be like a quote unquote, creative person. Like, I know a lot of people probably get nervous and say, like, oh, I'm not creative. I'm not creative.

>> Yoli: 1:28:40

Everyone is, kd. We are born to be creative people.

>> Ellen: 1:28:43

So if you even have a shred of curiosity, I suggest checking it out. Because for me, even just learning, like, what a brand is, is very interesting. So. Yeah. Well, thanks. Have a good week, guys, and I'll see you next week. Bye.