What if the problem with your business isn't your strategy—but your alignment?
You can have clients, momentum, a polished website and a strong social presence and still feel like something isn't quite right. Maybe the answer isn't another marketing tactic, a complete rebrand or working even harder. Maybe you need to get clear about who you are, what you stand for and who you're actually meant to serve.
In this episode of #UNFILTERED, Kristen Hess sits down with Joe Arnao, founder of 4W Strategic Consulting, Alignment Strategist, business coach + creator of The Bearing Brief, to explore how identity and core values can become the foundation of a stronger personal brand + more intentional business.
Joe breaks down his Who, What, Where and Why approach to alignment and why branding begins long before choosing a logo, color palette or content strategy.
Kristen and Joe dig into core values, authentic personal branding, ideal-client clarity, business growth, career alignment and the pros and cons of social media.
They also discuss what happens when you're successful on paper but something still feels wrong—and how to recognize when you don't need to completely reinvent yourself. You may simply need to find your bearing again.
In This Episode
- How to recognize when your career or business is out of alignment
- Joe's 4W Framework: Who, What, Where & Why
- How to uncover meaningful core values instead of generic brand statements
- Why a strong brand starts with identity—not a logo
- How The Bearing Brief connects identity, brand positioning and business decisions
- Finding the clients you're uniquely equipped to serve
- Why knowing who you're not for can strengthen your business
- The difference between reinvention and realignment
- Practical questions for finding your own direction
Sound Bites
"Who you are is the foundation of your brand"
"Ask questions that people don't want to answer"
"Authenticity is a grind, but it's worth it"
Chapters
00:00 Introduction to the importance of alignment and authenticity
02:00 Joe Arnao's background in food, real estate, and coaching
04:23 Joe's journey from culinary arts to business strategy
09:33 Introduction to the 4W framework (Who, What, Where, Why)
16:38 Deep dive into discovering core values and brand identity
20:10 Standing out in a noisy market through authenticity
26:54 Understanding and attracting your ideal client
34:39 Misalignment in career and how to overcome it
40:23 The importance of curiosity and continuous pivoting
45:41 Final thoughts and practical questions for self-assessment
Find Your Bearing
If you've been working harder, adding more strategies and chasing the next version of success—but your business still doesn't quite feel like you—this conversation might give you a different place to start.
Before asking "How do I grow?", ask:
Who am I? What do I stand for? And who am I here to serve?
Sometimes clarity is the strategy.
Listen and discover how to build a brand—and a business—that actually fits who you are.
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Joe Arnao
The Bearing Brief: thebearingbrief.com
4W Strategic Consulting: 4wstrategicconsulting.com
YouTube: @JoeArnao
Instagram: @joearnao
LinkedIn: Joe Arnao
Facebook: 4W Strategic Consulting
Kristen Hess
Kristen is a Food Stylist/Photographer, and Creator of The Artful Gourmet Blog, Substack, The Artful Gourmet Podcast + YouTube Channel — a food + lifestyle media brand rooted in fresh comfort food, visual artistry, and the stories we tell around the table. Instagram, Facebook, LinkedIn.
Follow The Artful Gourmet Podcast for more episodes of UNFILTERED featuring candid conversations with entrepreneurs, creatives, chefs and innovators about the stories—and struggles—behind building a meaningful career and business.
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