Finding your ikigai

Jo Gobbo • November 28, 2017

You’ve probably seen a few posts lately about ikigai (pronounced ee-kee-guy) and wondered what it’s all about. Since I first started reading up on the concept, I’ve often found myself sharing it with others. Why? Because at some point in most peoples lives, and careers, we stop and question what we are doing and why. 


So what is ikigai?

Ikigai is a Japanese concept. There is no direct translation (and for any Japanese people reading this I apologise if I get this wrong), but it’s thought that ikigai is a combination of ikiru (‘to live’) and kai (‘the realisation of what one hopes for’). Or to put it more simply it’s about ‘a reason to live’. Think about the French phrase ‘Raison d'être’.


Finding your ikigai is all about a search of self or finding your purpose.


Which can take time.


Is this about work or life?

In the work I do (recruitment in the creative agency space), I find that as people become more senior in their careers, after years of blood, sweat, and tears, they find themselves having got to a certain level. They feel they should be proud, satisfied, happy even. But often they feel differently. They feel a sense that something is missing. They question what they do and why. They think a simple change of job or role will hold the answer.


But sometimes it goes deeper than this.


In the creative industry, and especially for those who work in creative agencies, there is still a perception (or in some cases an expectation) that long hours and being ‘always on’ will get you ahead. This can lead to a real lack of balance in life (yes I’ve been there too in my agency days). It’s so common for people to talk about ‘work/life balance’ or ‘work life integration’.


When people retire they often struggle if so much of their own ‘ikigai’ has been centered around their work.


This is where I love the concept of ikigai as I think it can really help guide all of us on finding our own balance, purpose, and meaning across the whole of our life.


Finding your ikigai



Start with asking yourself these 4 questions:

  • What do you love?
  • What are you good at?
  • What does the world need from you?
  • What can you get paid for?

When I went through this process myself a few months ago, I printed out the ikigai diagram and jotted down my thoughts on the diagram. This helped me to clearly see how I could move towards finding my own ikigai.


By going through this process for yourself you’ll start to see where the different parts of your life overlap.



For me, I’m currently a talent consultant. I’ve been told I’m good at it, and I get paid to do my role. I also really enjoy it. So that’s 3 circles that my role sits in. But does the world need someone doing a talent role for the creative industry? I’d say my job doesn’t fit in this circle. But luckily I have other things in my life that sit in the ‘what the world needs’ circle. For the last 6 years, I’ve been a volunteer crisis telephone counselor for Lifeline. Every other week, for 4 hours, I talk to people from all over Australia who are in crisis and need support. This is one of the best things I have ever done. I love that the simple act of listening and talking on the phone to someone in despair that I can help in some way to support them. So for me, my work with Lifeline sits in 3 of these circles; I just don’t get paid for it.

If you look at this version of the ikigai diagram, you’ll see that when you don’t have balance across these 4 areas, this can affect how you feel.



Finding your own ikigai can be seen as having balance across these 4 areas. Or finding your purpose. Whether that purpose is a single thing or the balance of a number of things, that’s up to you I think (but that’s just my opinion).

Not getting it? Think about your buckets


One of my former clients said something to me months ago which really struck a chord. She talked about having different buckets in her life that were all important. You could take the ikigai circles and think of them as buckets. You should have something in all of your buckets. If one is empty, you need to fill it with something. Perhaps one is full but leaking? How can you plug the leak?


I realised about 6 months ago that my ‘what I love’ circle, or bucket, had become pretty empty. I love painting yet hadn’t picked up a brush or been to a drawing class for ages. I used to play the Sax in about 5 different types of bands when I was younger, and I was good at it. Yet my Sax sat in a cupboard covered in dust. What was holding me back?


I realised I had to make time for my passions or I was losing a part of what made me, me. So I’ve got back to life drawing classes, booked in some intensive courses, had my Sax serviced and found some groups to join. Now I just need to go…



Last time I caught up with my client who talked about the ‘bucket’ concept, she exclaimed to me “all my buckets are full!” This was her form of ikigai.

Signs It’s Time to Hire a Marketer…and how to get it right

By Kristina Gerdov • September 3, 2025
For many growing businesses, marketing is often something that gets added to the to-do list of already busy managers or existing teams. A social post here, an email there, and maybe a campaign when there’s time. But without dedicated expertise, marketing rarely delivers the consistency and commercial results your brand needs to grow. If you’ve been wondering whether it’s time to bring in a dedicated marketing resource, here are the key things to consider and how to ensure your first hire is set up for success. 1. The Telltale signs If your demand generation has stalled, you’re struggling to convert interest into sales, or your brand presence feels disjointed, it’s time to stop relying on ad-hoc efforts. A dedicated marketer can build and execute a strategic plan that drives consistent results and positions your brand for long-term growth. 2. What to avoid It can be tempting to look for a “jack-of-all-trades” who can do a little bit of everything. The reality? Even the most talented marketer will struggle without clear goals and defined outcomes on what the business is looking to achieve. Hiring without clarity can lead to underwhelming results and frustration on both sides. Be specific about the expertise you need and the outcomes you expect. 3. Why this hire is so important to get right Your first marketing hire is more than just another role, it often lays the foundation for your brands future growth engine. The right hire can build momentum and shape how your future team evolves. The wrong hire however, can stall progress, waste budget, and leave you back at square one. 4. Fractional vs full-time Not quite ready for a permanent commitment? Fractional marketers can be a great short-term solution to get things moving while you build the case for a full-time hire. Just be clear on their remit. Fractional marketers are ideal for campaigns, projects, or interim support, but they’re not typically suited to long-term brand building or team development. 5. What kind of marketer do you actually need? Marketing as a discipline is broad, as are the tools used to reach your desired target audience. Do you need someone to drive digital acquisition, manage partnerships, develop content, or build brand strategy? Start by clarifying your business’s biggest priorities and pain points, then match the skillset accordingly. The clearer you are upfront, the better the outcome. 6. How to set them up for success Hiring the right person is only half the job. To see results and maximum impact, you need to set your new hire up for success. This means: Clear KPIs so they know what good Vs great looks like The marketing tools and access to the resources they need to deliver  Integration into cross-functional conversations with key decision-makers from day one Bec Godkin, Senior Talent Partner says “Marketing can’t succeed in a silo. The deeper your marketer is connected across the business and understands the various levers that shape success, the greater their impact will be” Hiring your first marketer is an exciting step - it signals growth, ambition, and the desire to build something bigger. By being clear on what you need, avoiding common pitfalls, and setting your hire up for success, you’ll give your business the best chance to thrive. At iknowho , we specialise in helping brands make their first marketing hire. If you’d like to talk through what kind of marketer is right for your business, we’re here to help.

What is a Fractional CMO and could one be right for you?

By Kristina Gerdov • June 25, 2025
Discover what a Fractional CMO is, the benefits they bring, and how to know if hiring one is the right move for your business.

How personal branding can supercharge your job hunt in 2025

By Kristina Gerdov • May 13, 2025
In 2025, personal branding isn't just a buzzword – it's important for anyone navigating the job market. The uncomfortable truth is this; you're likely being Googled more often than you're being interviewed. In a digital-first world, your personal brand can potentially boost your career prospects. So how can you leverage it to stand out during your job hunt? 1. Your brand is what people say when you're not in the room Personal branding isn’t just about the polished version of yourself that you post on LinkedIn. It’s what others say about you when you’re not around. Consider how you’re being perceived online and offline. Is your brand consistent, authentic, and aligned with your career aspirations? What would potential employers say about you when they Google you? To start refining your personal brand, think about your values, your goals, and how you want others to perceive you. This means showcasing your strengths, yes, but also acknowledging your struggles and learning moments. Authenticity can give you a competitive edge. 2. Lead with curiosity, not just expertise Publicly asking thoughtful, insightful questions. It positions you as someone who is constantly learning, open to feedback, and not afraid to explore new ideas – a thought provoker and idea leader in your space. In the job hunt, this quality can set you apart from others who might be more focused on offering answers than asking the right questions. So, when you’re engaging with others online or in an interview, try focusing on asking questions that spark deeper discussions. Your curiosity and willingness to learn can make a lasting impression. 3. Your personal brand is about becoming known for the right things Remember, personal branding isn’t about trying to become famous. It’s about being known for the right things – the things that align with your career goals and the value you want to offer to employers. For job seekers, this means ensuring that your online presence and interactions reflect your expertise, passion, and ambition. When crafting your personal brand, be deliberate. Think about the skills, values, and personality traits you want to highlight. 4. Be consistent and intentional The foundation of a strong personal brand is consistency. Your personal brand is built in the small, everyday actions – how you engage with your network. Consistency in your interactions helps shape how people perceive you and helps create a brand that’s memorable. If you're job hunting, it's critical to show up consistently both online and offline. This includes engaging with industry professionals on LinkedIn, contributing to discussions, and demonstrating professionalism in all your interactions. 5. Small steps to narrow the gap So, what's the gap between how you see yourself and how others might perceive you? The goal isn’t perfection, but making small, consistent adjustments that move you closer to aligning your internal brand with how you’re seen externally. It could be tweaking your LinkedIn profile, starting a blog, or sharing your expertise. What’s one small thing you could do this week to move the needle and narrow that gap? Whether it’s posting a thoughtful comment on a relevant post, reaching out to someone in your industry, or sharing a story of a recent challenge, small actions can have a big impact over time. 6. Share struggles, Not just wins When it comes to personal branding, it’s easy to fall into the trap of only sharing successes. However, some of the most credible personal brands are built on transparency – sharing the struggles and lessons learned along the way. It’s interesting to see how you handle setbacks, not just your triumphs. Embracing imperfection in your personal brand helps paint a fuller picture of who you are. Whether it’s sharing a challenging project you worked on or a time when you faced a setback and how you overcame it, these stories can help demonstrate your resilience, problem-solving abilities, and growth mindset – qualities employers are eager to see. In today’s market, personal branding isn’t just a nice-to-have. By being intentional, consistent, and authentic, you can build a personal brand that resonates with potential employers, ultimately setting you up for success in your job hunt. So, there’s no better time to start than now.
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