The Shadow World
Or How Uncomfortable Truths Can Make Your Narrative Stronger
What’s an uncomfortable truth at the center of what you do?
For my work as a Brand Strategist and someone who has largely pivoted to working with founders, it’s knowing that a narrative will always have its dark side to the story of what you do.
For me, it’s the failures I feel like I’ve had in my career.
The multiple layoffs.
The multiple firings.
The being misunderstood by bosses, colleagues, and loved ones.
The projects and opportunities I knew for certain that’d change my life that never materialized.
All of those negative things that happened to me have largely informed how I want to change the narrative of my life and business radically.
It sounds and seems cool on the outside looking in (and it is, tbh) BUT what a lot of people don’t know is that it comes from a painful place.
I’ve been reading Joseph Campbell’s The Hero With A Thousand Faces at a glacial pace.
The writing is extremely dense and it feels like I’m in college again (complimentary) so I only ready about two or three pages a day so I can really take in and understand what I’m reading.
I got to a place where Campbell talks about the World Navel.
“Matt, WTF is a World Navel?”
Think of it as the metaphorical/symbolic center of the world. For Judeo-Christian religions, it’s Jerusalem. For Islam, it’s Mecca. For LDS folks, it’s Salt Lake City’s temple (or their local temples).
We all know that location is very important in these narratives. But for the sake of argument, the metaphorical center of our world doesn’t have to be a place. It can be a narrative idea where everything we do flows out of.
For me, it’s RECLAIM YOUR NARRATIVE.
Sounds powerful, grand, and slightly woo and self-helpy, yeah?
I like it. I know a lot of other people do.
But what other people don’t know is that the idea was born from A LOT of pain that I mentioned above. I’ve been able to take that pain, bottle it up, shake it around, and separate the positive components, and the RECLAIM YOUR NARRATIVE tagline was born.
Basically, the soup that it’s born from, let’s call it The Shadow World.
Sounds spooky and deep, but powerful things can come from it if you let it.
I know a lot of us are experiencing pain in our careers right now. I want you to know that largely, it’s not your fault. And even if it’s your fault, you can be accountable for those mistakes, and you can make the necessary changes you need to change the narrative of your life and career.
Because you can use those failures born from The Shadow World to inform the center of your story.
NOTE: I DIDN’T SAY FAILURE SHOULD BE *THE* CENTER OF YOUR STORY. But it’s the thing you can share that gives your narrative a deeper meaning for others to relate to.
That’s why I love my Brand Narrative Workshop. I help people who are stuck on how to express themselves and their brands/products in a way that resonates with people using the Hero’s Journey narrative framework.
For the rest of the year, I’m offering the three-hour workshop to individuals who have their own businesses or want to solidify their plan for 2026 for only $250. That’s 50% the listed price.
Got a small marketing team with big plans, but want to make sure your main message is on the right track? Let’s do it for $500, 50% off.
All of this is good until 2026, even if you schedule your workshop for 2026.
If you’re interested, just hit reply to this if you’re reading this as an email. OR book a call with me so we can chat about it.
I’m stoked for 2026. I know it’s hard to feel that way right now with everything going on. But the reason why I’m stoked is because I know betting on yourself vs. a system that doesn’t give a shit about you and will discard you is ALWAYS the best move.
Until next time,
Matthew
Recommendation Corner: Coheed and Cambria “In Keeping Secrets of Silent Earth 3”
I know this reads as extremely 2024 of me (Humble brag: I did tour with Coheed on the 2024 Warped Tour, btw), but after watching the Hardlore interview with Coheed and Cambria leader Claudio Sanchez, I was inspired to go back to their first two albums.
If anything, I should be REALLY into Coheed, considering the sci-fi narrative aspect of their lyrics. Honestly, if I had heard these guys in junior high, I would’ve been obsessed, poring over all of the lore (and honestly, there’s still time for me, don’t tempt with me with a good time).
I learned in that interview that Claudio draped the narrative of his lyrics about his family and relationship issues with sci-fi flavoring and, in the process, created an army of obsessed fans. It’s pretty inspiring to think about, tbh. THE POWER OF NARRATIVE. AHHH!
If you haven’t heard these guys already, think of a mix of emo and classic rock (Rush/Led Zeppelin) and you’re pretty much there. And if it’s been a while since you’ve heard them, you’re welcome.