Coach Josie Wood was in the hot seat of my last Branding Café. She is working with the idea of "surface heart" and "deep heart".

Because that's an unusual concept, it might be difficult to communicate.

Here you see how I try to understand both hearts, and how I visualize them.

Also, I ask the question that often is very useful to drill into - "What is wrong with the world so somebody can end up in a painful place like this".