DESIRED SELF™– an attainable future version of an individual or company that they aspire to become.

There is a concept of “ideal self” in psychology that is defined as an idealised version of oneself. However, we believe that chasing an ideal self more often than not results in setting yourself up for failure rather than success. We believe in having dreams with feet on the ground. A desired self is actionable and attainable. It is a better, more successful, more fulfilled, healthier, and happier self that makes you think “Yes, I really like and want to be that person. And I can!”

Some people are aware of their desired self, have a plan and are working towards achieving it. Others have not yet discovered or articulated it and are still wondering what they want to become and what would make them happier.

Once you understand your desired self, you can then actively pursue it with confidence. Filled with more meaning and a clearer intention, every step on that journey will bring you greater satisfaction and results.

The same is true for companies. If you are a business owner, unlocking the desired self of your business – defining its purpose, vision, mission, positioning, and culture that you want to create – is the foundation of success. Make the desired self challenging yet realistic so that your team believes that it is ultimately attainable. You may have a huge mountain to climb but with a clearly articulated desired self you give your team focus, motivation and confidence to reach the summit.

To begin the desired self journey, either for you or your business, please get in touch and we will get you started.

Business & Executive Coaching

John Wylie

During my career, I have worked for some outstanding international and global organisations in the logistics and transportation space. I spent over 30 years in the UK, Europe, the Middle East and Africa, and now live in the beautiful city of Adelaide, South Australia.

For the last 20 plus years of my career, I led businesses and people in a variety of countries. I have learned a great deal about drivers of success and failure, and now, as co-founder of Desired Self, enjoy sharing my knowledge and experience with others.

I am directly involved in delivering the Desired Self programs and helping individuals and businesses build confidence, increase productivity and improve performance. If you would like to start your own desired self journey, please contact us for a no-cost, no-obligation chat.

Get desiring,
John

Branding & Leadership Development

Olga Kudryashova

Before I started my own business, I had an 18-year-long career in strategic planning at large multinational creative agencies. I worked in Europe, the Middle East and Oceania and enjoyed learning about new cultures, behavioural economics and what makes people’s favourite brands successful.

I was privileged to work on many amazing and crazy projects: the global launch of Dubai font – the only font in the Microsoft menu named after a city, the launch of Neom – an insanely revolutionary urban project in Saudi Arabia, the creation of the brand manifesto for Coke Studio – a popular show that celebrates diversity, music, and culture.

Then I reached a point where I no longer wanted to be a cog in a big advertising machine. I saw myself doing something that would bring me the satisfaction of seeing the direct impact of my knowledge, experience and dedication on the immediate success of clients I choose to work with. Testing the waters if strategic advisory could be my next big thing, I overheard someone say that brand strategy is the privilege of rich and famous brands while for ordinary people it is black magic – they neither understand it nor consider it worth an investment. Now I have a personal challenge: to demystify brand strategy and show its transformational power without the price tag or inflated timelines of big agencies.

So here I am, ready to help you achieve your desired self and by doing so achieve my own.

Get desiring,
Olga

Our ambition

— What motivates us to do what we do.

Our purpose

Help people and brands achieve their desired selves and by doing so achieve our own.

Our vision

To look back with our clients and share recognition for the exceptional things they have achieved.

Our mission

We help individuals and businesses discover and articulate their desired selves and get there with confidence.

Our values

— What guides us in our approach.

Approachable

We are down to earth, easy to do business with, and can be very formal or very informal. We adapt to what works for you.

Professional

Expert knowledge, high standards, exceptional quality, and dedication to detail are what we take pride in. On top of that, we are punctual because we don’t take your time for granted.

Uncomplicated

We operate with complicated concepts but make them easy for you to understand and implement with confidence. Desired Self demystifies and simplifies.

“Yes, and” attitude

We believe in the power of “yes, and” instead of the usual “yes, but”. This approach unlocks the potential that people and companies are often unaware of. It brings clarity and boosts confidence in achieving your desired self.