“We’re never truly stuck if we’re willing to put in the work and time to switch directions.”

– Ana Melikian

Have you ever felt like people were boxing you into a specific title, persona, or trait? It can be maddening, especially when we feel the box does not accurately portray who we are.

What if I told you you could turn that box into a platform? If you’re curious about what that means, you’re in the right place.

I discuss: 

• Exploring the tendency to categorize and box people in
• Navigating resistance to being boxed in (+ understanding the “Why”)
• Visualizing stepping out of and flipping the box

Exploring the tendency to categorize and box people in

People tend to categorize items, people, places, etc. It’s a way for our brains to work less. By simplifying the order of things, we preserve energy.

We see this even when we ask somebody about who they are, and what they do, we usually expect something like “Lawyer,” or “Coach,” or “Podcaster,” something easily categorized. Even if a person doesn't say a title directly, we are always trying to put people into a category. 

Through marketing and strategic communication, we can influence how other people see us, categorize us, and which box they put us in. Yet, again, for many human beings, the idea of being boxed in forms resentment. 

We don't like to be boxed in or limited in our options—particularly entrepreneurs or people who color outside the lines.

Over my 15 years of working online, many of my clients resented the idea of being boxed in, even though having a target audience is crucial for building a brand identity. 

I realized that I was never going to get them to believe that being in a box was a good thing, so instead, I started looking at my approach in terms of shifts.

Navigating resistance to being boxed in (+ understanding the “Why”)

The first shift is to accept the natural resistance attached to being categorized and understand that we can change target markets if we wish to. We’re never truly stuck if we’re willing to put in the work and time to switch directions.

To understand the value of shifting, we must also understand our “Why” for what we do and how we do it — why are you doing what you’re doing at this exact time in your life? What brought you here?

As we discussed in my conversation with Mitch Axelrod, we have to know what feeds our souls at this moment in our lives. 

Nowadays, I'm doing a lot of work in myself and with other people about the MVVs— mission, vision, and values. Starting with the values (or purpose) is extremely important.

There are many different ways of exploring that, but clarifying why we do what we do—why this is important, why this is meaningful, why we chose this, and so on—helps our pursuits in everything else.

Sit with it. Dig up your why and hold it to the light. What do you see?

Visualizing stepping out of and flipping the box

The second shift is to imagine yourself within that box—cramped, small, maybe you even feel a bit claustrophobic. The natural desire is to want to break out of that space. 

Imagine yourself climbing out. You can get out of the box—step out. Now, you are stepping out of the box. Visualize looking into the box. When you imagine yourself looking into the box, go one step further. 

Pick the box up and flip it over. Bring the bottom of the box to the top. Now, you don't see something you can go in, but something you can step onto. The box is now a platform. 

You don't have to be in the box. 

You can step onto the box as a platform, and now you can become more visible. You can take your message to the people that you are meant to serve. 

The box can be a constraint, or the box can be a way to elevate you and your mission and what you want to do. 

The difference lies in how you look at it and your mindset.

A target market is just a box, a platform where we can make an impact, and a way of elevating our relevance, communicating our message, and marketing. 

Marketing is all about creating awareness and relevance. Think about the power of these shifts. Accept the resistance, find another way in, and then, if we feel constrained, flip the box and step onto that box as a platform.

How have you navigated being boxed in? How do you feel about the idea of being categorized?

Be sure to check out the full episode for further discussion around boxing in!