A plain white business card. Four words. One number. That’s all it took to spark a question that wouldn’t let go: if you had to define your work and direction in just two words, what would they be? We retrace the unexpected airport moment that led to a months-long search for clarity and the eventual choice that shaped our identity going forward: Growth Instigator.

You’ll hear how tight constraints can unlock honest thinking, why two words beat a rambling elevator pitch, and how to use feedback from trusted people to sharpen your signal. We share the messy middle—scribbled lists, false starts, and tough edits—and the quiet tests that reveal whether a phrase truly fits: does it describe your track record, reflect your values under pressure, and pull you toward the future you want to build? We also explore how a clear, compact self-definition becomes a practical filter for decisions, helping you say no with confidence and invest in the projects and people that align with your core contribution.

If you’re ready to find your own compact compass, we walk through a simple process: collect verbs and nouns from your story, ask three close voices for their words, cut relentlessly, and read your finalists out loud until one pair feels inevitable. Then put it to work—on your site, your card, and your next choice—and let it guide your momentum. Enjoy the ride toward 500 as we invite you to make a small card-sized shift with outsized impact. If this resonated, share your two words with us, subscribe for the next milestone, and leave a review to help more listeners find their focus.

https://growthinstigators.com/