Ep. #63: Ceels Lockley on Niching, Pivoting, and Burning It Down Artwork

Built For Meaning

Built for Meaning is a podcast about the psychology of identity, belonging, and the lifelong search for meaning.

Hosted by Stephanie Jiroch, researcher, strategist, and creator of the Donor Identity Framework™, each episode explores why humans do what they do—from the communities we join and the causes we support to the brands we love, the identities we create, and the stories we tell ourselves.

Drawing from behavioral psychology, media psychology, consumer behavior, and real-world research, Built for Meaning uncovers the hidden forces shaping how we connect, contribute, and become.

If you've ever wondered why people stay loyal, why communities thrive, or what truly gives life meaning, you're in the right place.

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Built For Meaning

Ep. #63: Ceels Lockley on Niching, Pivoting, and Burning It Down

November 20, 2023 • Episode 63

0:00 | 59:26

Ceels Lockley is a Business Coach + Strategist based in the UK, working with service providers, freelancers, consultants, and agency owners. Ceels specializes in niche marketing. offer suite design and messaging.

With over 20 years of experience in digital marketing, Ceels’ background includes social media direction for Sony Mobile and Habit as well as leading digital editorial and content for Tesco Magazine. Ceels left her agency career in 2019 to pursue self-employment to work around her baby daughter and has since built a thriving coaching business.

Ceels, originally from Kent, lives in Melton Mowbray, Leicestershire with her husband and daughter.

Find her at https://www.ceelslockley.co/ or on Instagram @ceels.lockley

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