"How do you separate your identity from the company's success or failure?"

That's Alex's question – and it's one every founder grapples with, especially in those vulnerable early stages.

Welcome to the Peer Effect Post Bag, where James Johnson and Freddie Birley tackle your toughest founder questions. This week, we explore the dangerous trap of calling your business "your baby," why that language might be taking critical options off the table, and how to create healthy separation between yourself, your team, and your company.

In this episode, we unpack:

• Why your identity and company identity need to be separate circles (with your team as the third)
• The danger of calling your business "your baby" and when that language stops serving you
• How to know when your identity is helping versus harming you and the company
• Why "I'm only successful if my company is successful" can keep you stuck
• The three-tier check: Is this serving me? My team? My company?

Plus, Freddie shares her emotional journey of putting her flat on the market after six years and what it taught her about change and timing.

👆 If you're struggling to separate yourself from your company's performance, or wondering whether your attachment is helping or harming you, this conversation will give you a framework for healthier founder psychology.

Got a question for the Post Bag? Send it to [email protected]

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