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🔍
[PDF friendly version] The Core
Value Clarification Toolkit
By Corey Wilks, Psy.D.

Introduction
You’re here to get results, not read a long boring intro. So let’s go ahead and get
started.
To make sure we’re on the same page, let’s operationally define a few terms:

💡 Values: Part of your moral code that guides your actions, what you consider
important, and matters to your wellbeing and happiness.

💡 Core Value: The most fundamental value that resonates with you above all
others.

💡 Intentional Life: Doing something with intention means doing it purposefully

and being fully in the present. An Intentional Life takes this a step further,
where everything you do is meaningful, purpose-driven, and fulfilling.

An Intentional Life is one where everything you do is aligned with your Core
Value.

It’s your version of complete success, where you spend every day doing what
you most enjoy and find the deepest sense of connection to.

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So the purpose of clarifying your Core Value is so you can start building toward
your Intentional Life.
If you don’t like the term “Intentional Life,” you can easily substitute “dream life,” “ideal
life,” self-actualization, eudaimonia, or some other term for the best version of your life
you’re striving to achieve.
Now that we’re on the same page, let’s dive in.

➡ Next up:
Approaches
🤔
How to Discover Your Core Value: First Principles

How to Discover Your Core Value: First

Principles Approaches
Just like chasing the wrong goals leads to a life of misery, basing your values off what
other people choose as their own won’t serve you in the end.
It doesn’t matter what your friends, business partners, or society-at-large claim to be
worthwhile values.

Your values are unique to you.

But it’s not as simple as Googling some values, throwing a few darts at the board, and
picking whatever you hit.

Clarifying your Core Value means taking a step back from the crowd and all the
psychological conditioning you’ve been fed, and taking a first-principles approach.
You uncover first principles by digging deep, and like any task, you need the right tools.

Enter: The Why Shovel

➡ Next up: The Why Shovel

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The Why Shovel

The Why Shovel is simple to use: Anytime you want to get to the bottom of a question—
to uncover first principles reasoning—ask “Why” until you reach the fundamental kernel
of clarity.

This goes beyond the “Five Whys” approach you may be familiar with—ask “Why” five
times, and *poof* you magically understand your core motivations for life.
It’s rarely that easy.

Let’s look at how the Why Shovel can help you uncover your Core Value.
It may take one “Why,” or it may take a few dozen. When you search for buried treasure,
how deep you have to dig depends on where you start.

If you’ve done a lot of introspective work before, you won’t have as far to dig. But if
you’ve never thought deeply about what makes you tick, it’ll take time.

But that’s okay. It’s why you’re here.

So how do you know when you’ve dug deep enough?

It’s when you’ve learned to tell the difference between fool’s gold and the real
deal.
When you can no longer point your finger at a specific person or entity (church, media,
society, etc.) and say, “Because [authority] said this is a good value to have.”

Otherwise, you’re still accepting inherited values—the ones other people have told you
you should have, not the ones you’ve chosen for yourself.

Example in Action: Mark

Mark enjoyed helping people, but he struggled to pinpoint why it was so important.

Here’s how one of our conversations went:

Me: “Why is helping others important to you?”

Mark: “Because I enjoy it.”

Me: “Why?”

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Mark: “Because I need human connection.”

Me: “Why?”

Mark: “Because I used to tutor people and realized I was good at guiding them to
answers and enjoyed seeing them make progress. So I want to keep helping people.”

Me: “Why?”

Mark: “Because I believe if everyone tried to help each other out, we would be in a
much better place as humans. A lot of people don’t go through the trouble of helping
someone else, even if it doesn’t cost them anything.”

Now that’s the nugget of gold—the fundamental kernel of clarity that defines his Core
Value. He values service to others because he believes if more of us helped each other
out, the world would be a better place.

He doesn’t just enjoy helping people. He relates helping one person to a mission
that spans all of humanity and has the potential to make a global impact. This is
why helping people is meaningful, purpose-driven, and fulfilling for him.

Not because other people told him it was good to do, but because he’s developed his
own reasoning about why it’s important.

So now that you know how to use the Why Shovel, let’s dig into some other questions to
help you clarify your Core Value.
Open up the Why Shovel Prompts Exercise here:

Why Shovel Prompts Exercise

Remember, for each of these, ask Why until you get to the bottom of your reasoning.

Take this time to learn more about yourself and your motivations. Introspection is the
key to developing clarity.

Write your answers here or in your journal, you’ll get 10x more out of these exercises if
you actually write them down instead of just thinking about them.

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What are my principles (rules I live by)?

What impact do I want to have on the world?

What does freedom look like for me?

What legacy do I want to leave behind?

Fast forward to your last days.

You’re on your deathbed, looking back at your life.

What is my biggest regret?

What is my greatest joy?

What advice would I give my younger self (aka, your current self)?

What life do I daydream about?

What do I never get bored doing?

If a miracle happened while I’m asleep tonight, how would my life

be different tomorrow?

What was I doing the last time I lost track of time?

What energizes me?

What drains me of energy?

If I never had to worry about money again, what would I spend my

time doing?

What puts me into a flow state?

If I had 3 wishes, and my loved ones were already taken care of,
what would my wishes be?

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What early memories or experiences shaped my worldview?

What fascinated me as a kid or still fascinates me?

What was the thing I wanted to do before “reality” set in and I gave
up on it?

What’s the thing I’ve always wanted to do?

If I achieved my ideal life, what would an average day look like?

Which professions or subjects did I want to learn when I was

younger? What about it drew me in?

If I had the courage, skills, and resources, what would I do

differently with my life starting tomorrow?
The Why Shovel is a powerful tool, but it never hurts to have more options.
So if you’re still struggling to clarify your Core Value, keep reading for a few more tools
to add to your toolkit.

➡ Next up: Values Audit

Values Audit
If you’re still grasping at straws to pinpoint your core value, try this exercise.
Below is a list of values commonly used by leadership institutes and programs. It’s not
exhaustive, but it’ll get you in the ballpark.

Step 1:
Pick 10 from this list of 100, plus any you want to add, and write them down in any
order.

1. Acceptance

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2. Accuracy

3. Achievement

4. Adventure

5. Attention to Detail

6. Authenticity

7. Authority

8. Autonomy

9. Balance

10. Beauty

11. Belonging

12. Benevolence

13. Boldness

14. Caring

15. Challenge

16. Change

17. Citizenship

18. Comfort

19. Commitment

20. Community

21. Compassion

22. Competency

23. Contribution

24. Cooperation

25. Creativity

26. Curiosity

27. Democracy

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28. Dependability

29. Determination

30. Dignity

31. Discipline

32. Diversity

33. Duty

34. Fairness

35. Faith

36. Fame

37. Family

38. Fitness

39. Flexibility

40. Forgiveness

41. Freedom

42. Friendship

43. Fun

44. Generosity

45. Growth

46. Happiness

47. Harmony

48. Health

49. Helpfulness

50. Honesty

51. Hope

52. Humility

53. Humor

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54. Independence

55. Industry

56. Influence

57. Innovation

58. Intellectualism

59. Intimacy

60. Introspection

61. Justice

62. Kindness

63. Knowledge

64. Leadership

65. Leisure

66. Learning

67. Love

68. Loyalty

69. Mastery

70. Mental Health

71. Moderation

72. Nature

73. Non-conformity

74. Novelty

75. Optimism

76. Order

77. Passion

78. Peace

79. Pleasure

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80. Power

81. Purpose

82. Rationality

83. Realism

84. Reputation

85. Respect

86. Responsibility

87. Safety/Security

88. Self-Acceptance

89. Service

90. Simplicity

91. Solitude

92. Spirituality

93. Teamwork

94. Tolerance

95. Tradition

96. Trustworthiness

97. Variety

98. Wealth

99. Wisdom

00. World Peace

Step 2:
Got your 10?

Now dig into each of them using the Why Shovel technique.

Step 3:

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Now cut your list in half, so you’re left with your top 5 values.

Step 4:
Now pick the top 3.

Step 5:
Now rank them.

Step 6:
What value is at the top?
This is your core value—your golden compass that will point you in the right direction
toward your ideal future.

So when you set your next goals, ask yourself how each one is aligned with your Core
Value and will get you one step closer to your Intentional Life.

“But Corey, other values are important to me, too. Shouldn’t I list more?”
No.

At least, not right now.

You’ve probably seen companies list their eight principles or your favorite celebrity talk
about having values in different categories like “professional,” “personal,” “spiritual,” etc.

Two things:

1. This overcomplicates it for most people. Learn this system with one Core Value first.
After you’ve got a good handle on it and want to go back and build branches with
other values, cool. Feel free. But keep it simple on your first pass through this
framework to guarantee success.

2. Values are about your priorities. If you have eight priorities, you have zero priorities.
If you have eight guiding principles, dig into them with your Why Shovel to find the
underlying theme they all have in common—that’s your Core Value.

Still having trouble pinpointing your Core Value?

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➡ Next up: Troubleshooting Your Values

Troubleshooting Your Values

Not all values are created equal.
Some are false values—meaning they don’t resonate with you on a fundamental level
—you just enjoy them.

Affluence

Comfort

Happiness

Some are too vague or superficial to be useful when you start creating goals and
building your life and business around them.

An Exciting Life

Empathy

Wealth

Some values are good, but are out of our control—so they’re equally unhelpful.

Impact

Loyalty

World Peace

When you’re brainstorming values, it’s fine to list ones that aren’t within your control or
are vague, because they help get you in the ballpark of what resonates with you.
This is where the Why Shovel comes in—dig into why loyalty is important to you, why
you want world peace, why you want an exciting life. Dig long enough, and you’ll reach
your golden compass.
When you’re discovering your Core Value, focus on one that’s within your control to
pursue, resonates with you on a fundamental level, and—if you pursued goals rooted in
this value—would pave the way to an Intentional Life.

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If you’re still not quite clear on your Core Value, here are a few out-of-the-box exercises
to try:

➡ Next up: Unconventional Approach #1: Bypass Intellectualism

Unconventional Approach #1: Bypass

Intellectualism
If you’re still stuck, it might be because you’re taking a highfalutin approach.

To bypass all the intellectualism, try this exercise:

Bypass Intellectualism Exercise

What do I give a shit about?

Why do I give a shit about it?

Think deep.

Explain it conversationally.
Don’t overthink or edit your answer to make it sound polished.
Just talk through it the same way you would if you were explaining it to a friend.

Example in Action: Patrick

Patrick was a serial entrepreneur and tech founder who fundamentally believed “If I can
do it, anyone can,” when it came to starting a business. He knew a talented artist who
treated her art as a hobby while she worked 40 hours as a barista every week. She
wanted to turn her art into a business, but didn’t believe it was possible.

He wanted to help people like her tap into their potential.

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Here’s how our conversation went:

Me: “What, specifically, do you give a shit about?”

Patrick: “To see ideas, or people with ideas, thrive and reach their full potential.”

Me: “Why is this worth giving a shit about?”

Patrick: “Because when people tap into their potential, it makes the world a better
place.”

Me: “Why is this worth pursuing?”

Patrick: “Because an idea can change the world. But if it isn’t pursued, all of its potential
is wasted. And the world remains the same.”

Patrick’s core value?

Empowerment.

➡ Next up: Unconventional Approach #2: Change Mediums

Unconventional Approach #2: Change

Mediums
Use Images
Draw a representation of what matters most to you. It can be a symbol, a favorite
memory, your vision for the future, a snapshot of what a day in your ideal life looks like,
anything. Treat it like a mood board.

Write It Out

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If you’re lyrically inclined, write a song or poem about what moves you. Write about
separate concepts that, when they align, make the world make sense to you. Or rant
about what’s wrong with the world or mistakes people make and what you wish could be
different about it. Use art to express yourself, then look back at what you’ve created and
identify the patterns—your Core Value is hiding there.

Make Music
If you’re a musician, create an instrumental song that expresses what a life aligned with
your Core Value would feel like. As you listen to it, pay attention to what images your
mind conjures. You’ll start with a fuzzy image of your ideal life. But as you listen to your
song and refine it, your ideal life—and your Core Value—will refine with it. Eventually,
your image will become clear.

➡ Next up: Unconventional Approach #3: Inversion

Unconventional Approach #3: Inversion

Instead of trying to figure out what your Core Value is, you can clarify what your Core
Value isn’t.
Open up the Anti-Values and Anti-Goals exercise here:

Anti-Values and Anti-Goals Exercise

What don’t I care about?

What do I despise?

What do I want to avoid in my ideal life?

What don’t I want to work toward?

If I was filled with regret, felt trapped, and spent every day in
misery, here is what my day-to-day life would look like:

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What do I do for work?

What did I chase that wasn’t fulfilling?

How do I spend my time outside work?

What do I complain about?

Make a list of the things that frustrate you the most in your life.

Write out your list here:

What’s the common theme?

Example in Action: Me
For a while, I struggled to identify my Core Value, too.

I took the Anti-Values route.

I knew what I didn’t want to do:

• Spend 40+ hours every week working an uninspiring, uncreative job

• Wear khakis and a polo every day
• Jump through insurance company hoops to practice therapy
• Only be allowed to help people barely keep their head above water instead of flourish
• Have to ask permission to take a day off—which could be denied
• Spend lunch making small talk with people I don’t really like
• Only have my evenings and weekends to do what I truly enjoy

I was describing feeling trapped, aka a lack of freedom.

So freedom was my Core Value.

Freedom is a common Core Value I see in many of my clients, but that doesn’t mean it’s
the right one for you. Again, dig deep into what value truly resonates with you.

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➡ Next up: Unconventional Approach #4: Find the Third Variable

Unconventional Approach #4: Find the Third

Variable
Sometimes it feels like you have two values that are polar opposites or somehow
conflict.

If that’s the case, open up the Third Variable exercise here:

Find the Third Variable Exercise

When you have two values that are polar opposites or somehow conflict, make two
assumptions:

Assumption #1:
You’ve created a false dichotomy, and they’re not actually in conflict with each
other.

Assumption #2:
There is a third variable that ties them together.

Now, with these assumptions in place, what could the third variable be?

Write your answer and reasoning here:

Example in Action: Ray

Ray was a content creator in the marketing space. He struggled with two seemingly
opposite values: Comfort and Growth.

He’d created a false dichotomy. Since he thought being comfortable meant avoiding
growth, and pursuing growth required discomfort, he always felt conflicted with what he

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wanted out of life.

So we worked together to find the Third Variable.

Turns out, his Core Value is Freedom.

Specifically, the freedom to grow and challenge himself and the freedom to enjoy the
fruits of his labor.

Comfort and Growth weren’t mutually exclusive because they were both rooted in
Freedom.

When he realized this, everything fell into place.

➡ Next up: Reflection

Reflection
So far, you should have two things: your Golden Compass and your True North.
Open up the two pages below and fill them in:

My Golden Compass (Core Value)

🤘 Use this space to:

Write your Core Value and describe why it’s important to you.

Collect things like quotes, images, and songs related to your Core Value that
resonate with and inspire you.

Core Value

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Why is this Core Value worth building my life around?

Quotes

Images

Songs

Other Things That Resonate with and Inspire Me

My True North (Intentional Life)

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🤘 Use this space to:

Write what your Intentional Life looks like. (See prompts)

Collect things like quotes, images, and songs that align with what an
Intentional Life feels like for you.

A reminder of what an Intentional Life is:

Doing something with intention means doing it purposefully and being fully in
the present. An Intentional Life takes this a step further, where everything you
do is meaningful, purpose-driven, and fulfilling.

An Intentional Life is one where everything you do is aligned with your Core
Value.

It’s your version of complete success, where you spend every day doing what
you most enjoy and find the deepest sense of connection to.

If I build a life aligned with my Core Value, what will my day-to-day

life look like?

Quotes

Images

Songs

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Other Things That Evoke What My Intentional Life Feels Like

Now, anytime an opportunity comes your way, or you start to set a goal, ask yourself:
“Does this get me one step closer to, or one step further away from, an
Intentional Life?”

Anytime you’re stuck, or the future seems hazy, return to your Core Value for guidance
on which path to take.

🎨 Fig.: Super artistic representation of you using your Core Value to guide
which path leads to your Intentional Life.

Example in Action: Andy

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Andy was a solo founder in the remote-work space.

Why did he gravitate toward remote work so much?

Because of his Core Value: Freedom.

He made a checklist to explore why freedom was the core theme around everything
he’d built his life around and why it brought him fulfillment.

He wanted the freedom to:

• Explore the world and his creativity

• Be present each day and with loved ones
• Build wealth on his terms
• Embrace his authenticity and be true to himself
• Control his schedule and spend his time doing meaningful work
• Travel anytime he wanted

He also wanted freedom from:

• Being geographically bound for work

• Working a soul-sucking job for the next 30-40 years of his life
• Chasing the wrong things and getting trapped on the Hedonic Treadmill

His checklist kept him in check anytime new opportunities came his way.

Does the opportunity encroach on his freedom based on his checklist? No? Cool, it’s
worth exploring. If it does encroach, it’s a clear “no.”

Many opportunities look appealing, but upon closer inspection, they don’t align with our
Core Value or Intentional Life.

Getting hyper-clear on your Core Value helps keep you from getting distracted or thrown
off course.

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Now you know where you want to go (Intentional Life) and why you want to go there
(Core Value), but how closely is your current life aligned with them?
Open up the last exercise of the course to find out:

Venn Diagram Exercise

Draw a Venn Diagram representing the overlap between your Core Value and how
much your current life aligns with it. For example, is your life already mostly aligned with
your Core Value, or is there a lot of room for improvement?

Step 1: How much does my current life align with my Core Value?
Which Venn Diagram best describes your current situation?

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Select which Venn Diagram best describes your current situation:

Completely Not Aligned (0%)

Minimally Aligned (10%)

Poorly Aligned (20%)

Slightly Aligned (30%)

Somewhat Aligned (40%)

Half-Way Aligned (50%)

More Than Half-Way Aligned (60%)

Largely Aligned (70%)

Mostly Aligned (80%)

Almost Completely Aligned (90%)

Perfectly Aligned (100%)

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🎉 If you’ve already achieved your Intentional Life, congratulations! According to

psychology research, you’re among the top <1% of people in the world!

If your current life isn’t perfectly aligned with your Core Value, don’t fret! Move
on to the next step.

Step 2: What are the top 3-5 obstacles stopping me from achieving
my Intentional Life, where my current life perfectly aligns with my
Core Value?

Obstacle #1

Obstacle #2

Obstacle #3

Obstacle #4

Obstacle #5

Step 3: What steps do I need to take to overcome each obstacle

and align my life more with my Core Value?

Strategies to Overcome Obstacle #1

Strategies to Overcome Obstacle #2

Strategies to Overcome Obstacle #3

Strategies to Overcome Obstacle #4

Strategies to Overcome Obstacle #5

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🤘 You’ve made it so far into this course and gained a ton of clarity. Go you!!!

Time to go back to do a quick recap and talk about next steps.

➡ Next up: Recap

Recap
Clarifying your Core Value is only the first step toward building an Intentional Life, but
it’s the most important.
Because until you know where you want to go and why you want to go there, you’ll
always feel lost and unclear about what you want out of life.
Now you’ve got a clear idea of what fulfillment looks like—it’s a life aligned with your
Core Value.
Here are a few ideas to keep your Core Value and Intentional Life front and center:

If you’re a Notion Power-User, add your Core Value and Intentional Life pages to
your homepage to remind you what you’re building toward.

Get a fancy print of your Core Value and hang it on your wall.

Get a tattoo representing your Core Value.

Write your Core Value at the top of every journal entry.

Create a vision board representing your Intentional Life

Keep reminders of them around your home or office.

Whatever works for you.

But keep them at the forefront of your mind, and it’ll be hard to go astray.

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➡ Next up: What’s Next?

What’s Next?
Future Course
You’ve got the clarity to move forward toward building an Intentional Life aligned with
your Core Value, congratulations!

But if you’re still struggling with how to actually build it—to make it a reality—I’m
developing a cohort-based course to help you do just that.

🎓 If you’re interested in diving deeper into strategies and tactics to build an

Intentional Life and joining a community of like-minded entrepreneurs
dedicated to building an Intentional Life by aligning their life and business with
their Core Value, fill out the form here:

https://s4bx1gytyql.typeform.com/to/kcGQvzok

Testimonial
If you enjoyed this course, I’d love it if you could write a quick blurb about your
experience and how it helped you.

You can email it to me at [email protected] or tweet it and tag me.

Affiliate Program

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💰 If you really enjoyed this course and would like to promote it to your network,
I’ve got an affiliate program.

Go here to apply to be an affiliate:

https://coreywilkspsyd.gumroad.com/affiliates

You clarified what direction to take your life, and you get to make money by
recommending it to others? Win-win-win.

Subscribe
If you want more actionable insights to build an Intentional Life, subscribe to my
newsletter:
https://coreywilkspsyd.com/newsletter/

Private Coaching
If you’re interested in individual or group coaching, check out my coaching page for
more info.

Other Writing
Check out more of my writing here: https://coreywilkspsyd.com/

Reach Out
You can also reach out and ask questions or give feedback by emailing me at
[email protected] or via Twitter

About the Author

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Hey, I’m Dr. Corey Wilks. I’m a Licensed Clinical Psychologist and Executive Coach.
I write on topics like mental models, habits, mental wellness, and books that have
valuable life lessons.
I also have a YouTube channel that explores the psychology of business, creativity,
performance, and fulfillment.

🤘 My mission is to help founders, creators, and entrepreneurs build an

Intentional Life using evidence-based psychology.

How do I define an intentional life? Spending your most precious resource—time—

doing meaningful, purpose-driven work that fulfills you. It’s about clarifying your
core value, embracing your authenticity, and achieving your potential.
I used to work in integrated primary care as a behavioral health provider helping people
overcome seemingly insurmountable odds.
In late 2020, I stopped practicing therapy and dove head-first into entrepreneurship and
executive coaching.

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There aren’t many places online to get solid insights from psychology you can
immediately apply to your life. Most experts use too much jargon, while most people
writing about psychology aren’t experts.
So I set out to fix that.
Now, I use my 15+ years of psychological training in human optimization and meaning-
making to write online and coach the next generation of innovators.
Have a question, idea for future content, or just want to get in touch?

Email me at [email protected] or via Twitter

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