Multi-passionate as your superpower, creating an aligned personal brand and content creation with Sigute Zitikyte

As someone with ADHD, the label of multi-passionate is a label that I have grown to love and embrace and incorporate into my digital life, my day-to-day life and my business. But that wasn’t until I came across this amazing woman on Instagram who wears this label very proudly and who has built a business around being multi-passionate and seeing it as a superpower. This week I had the honour of having her as a guest on my podcast and I couldn’t be more excited to let you listen to our discussion. Some of the things that we’ve talked about together were

  • how is being, multi-passionate really a superpower when we hear about being an expert in our field and niching down
  • how do you create a business where you can be happy and fulfilled as a multi-passionate individual?
  • How do you create a brand to attract like-minded people and clients
  • How do you create content and make the most of our time when we want to do so many things.
  • And ultimately to create a brand and a business that aligned with our goals and our vision.

So without further ado, hello friend and welcome to the signature podcast. I am your host Anne-Sophie Pelletier and I am so excited to introduce you to today’s guest Sigute. Can you introduce yourself to the people who might not know you already?

Who is Sigute?

I’m a branding coach and consultant and I work with multi-passionates who feel trapped in that little box of potential of being one thing.

I’m a big believer that you can either chase opportunities or attract them which is where the personal brand comes in as your net to tell people what you stand for and to come to you.

I mostly work with professionals who are reinventing themselves or looking to pivot and to show up in a cohesive way to help them build a unique career and live their best life!

How she got started

I’ve always been shy, definitely introverted and an old soul. Ironically enough, when you grow up being more closed off or why, you really try to work through that. I got into partnerships in my early twenties, like forcing myself to be on, you know, in sales calls, partnerships totally reinvented that side of myself. Now I get so lit up by people.

I’ve always had this desire to write, share my voice, and speak what I speak about. I just hate small talk so I want to connect with people on a deeper level. Preach deep talks! I just found that showing up online and writing, even if it was the tiniest little bit on Instagram.

I actually remember posting photos of travelling. Then when you run into people, there’s no small talk, it’s almost like jumping ahead into “I saw you’re on this trip” or “you were doing this thing”. We can just go into conversations that I’m excited about. It was from then that I started to notice there’s so much power in just showing up and speaking about what you’re passionate about. You attract people who are interested in that as well.

Her career

I worked at Mindvalley for quite a few years and stayed in Qala Lumpur. My role there working in partnerships was attracting these big thought leaders and personalities and brands and building out their online presence. So essentially building their online brands for them through Mindvalley.

It was super random because I worked in finance for the first three years of my career and I was like “I don’t like finance”. I like spirituality and partnerships and it’s one of those things again, when you look back, it makes sense. At the moment though everyone was like “what? why are you doing this?”.

Then I worked at Mindvalley for three years and then I “reinvented” or “pivoted” and I went to Shopify. And again, you’re working in online marketing and now you’re going into e-commerce, shipping physical products. That’s such a strange skill set. But there’s this whole red thread connecting it.

At Shopify, it was helping the service providers show up online and build their brand. At the moment, I obviously felt like a scattered brain. What the heck am I doing? What’s my thing? In hindsight, I’m so grateful that I allowed myself to jump around. It makes sense now. Everything helped the other thing. I’m doing now with clients only because I did all of that.

Diving into her creativity + starting her business

I launched my newsletter 2 years ago. I only launched it because I came to this point where ideas and thoughts were just bubbling out of me. I was going to explode if I didn’t share them.

I had other professionals reaching out to me saying “oh my god, how are you showing up?”. They connected with who I am as a person and they wanted to do the same. It was an invitation for me to start personal brand coaching and that’s how I started and I’ve just stayed through that.

It’s just a great way to start a business when you walk the talk, do your own thing and just naturally attract people.

I’m a manifesting generator and one thing I discovered about my type was that my strategy is to respond to opportunity. This was so validating because that’s exactly what I’d been doing.

That’s what I found in my career. I’ve always when I respond to something, that’s where I have my success. Versus trying to force something. I’m sure if I tried to force a coaching career 5 years ago, it would’ve bombed but here I was showing up, living and walking the walk. I got that invitation from someone being curious about my work and that allowed me to show up in big ways. It’s a huge part of my career.

Thoughts on niching down

There’s this big thing, both in entrepreneurship and the corporate world where the advice is to niche down. I think you can’t be stuffed into a little box of potential. Being multi-passionate is a superpower, it’s not a weakness. It’s only a weakness to people who want you to do the same thing every day for the rest of your life. I don’t believe in being in a box with your life or in your career. I certainly don’t believe in being in a box in how you show up online.

This is where some people get stuck, even when they create their own business. They want to work how they want and then feel stuck trying to apply x, y, z strategy.

I have 2 clients that I work with. They are professionals who feel trapped like they’re in this thing they’re not happy with. The second client I work with are service providers who’ve been in the game for a few years and have found themselves stuck.

It’s never the circumstances, it’s about how you have stopped reinventing, you’ve succumbed to the pressure of doing what you’re good at. Maybe you lost your boundaries and you just either get stuck in a job you hate or you get stuck in a business you hate.

It’s worse to be stuck in a business you hate that it is a company you hate because, in a company, you can quit the next day and not feel guilty. In a business, if you quit, you quit on five clients you love and you feel like a jerk. That people-pleasing pressure is on another level.

Tips to be more confident

The way that you label yourself is so helpful and so valuable. The one thing I found quite game-changing for me was I accidentally started really embracing the multi-passionate term.

I just found so much freedom once it was out in the world that I was a multi-passionate. I just felt like I allowed myself to step into that a lot more. Then you noticed the stories that you’ve been telling yourself. Maybe before I used to say, “oh, I’m so scattered and I have nothing I’m good at”, “there’s no one thing I’m smart about”. I’m sure we all have those stories. Whereas now my story is, “I am so obsessed with growing and learning that I feel stifled if I’m doing the same thing over and over again”. Now, it’s the superpower of my brain that is so excited to learn that I’m just learning, learning, learning.

If you can’t keep up or you’re offended by that, then this isn’t meant to be. People are either attracted to that label and they want to connect with you even more. Or they’re put off by it. Either way, it acts as a filter for you to show up that way even more and create a community of like-minded people.

This makes me think of Atomic Habits by James Clear. One of the tips in the book is to associate a habit with the identity it’s related to. For instance, instead of saying you want to start running, say that you are a runner. You get to embody that identity which empowers you to do this thing.

It’s that “how would you act if you were the higher version of yourself?”. If I have a goal of making a million dollars, how do I operate as that? What am I doing? What is my routine? Who am I working with? What kind of content am I creating?

What’s boredom got to do with it?

The same thing would happen with what’s your relationship with bored? Are you someone who is continuing that myth that boredom is bad, that boredom is something you should avoid or are you looking at it as okay?

Boredom is a totally comfortable place to sit in. I’ve allowed myself to sit in it and that’s where ideas flourish from. Then the different types of boredom at work. Does that mean I need to now reinvent and find the next level to step into? It’s redefining that boredom.

I had a conversation on this topic recently where we mentioned how sometimes we give ourselves time to rest. Except you do it on a timeline like I’m going to give myself 2 days. Except, that’s not how rest works. You might be going against the very goal of resting in the first place.

The importance of boundaries

It also comes with having boundaries. You really have to have strong boundaries to let yourself have that free time. I have days when I don’t take meetings. If somebody asks for a meeting I just say, “I don’t have time for a meeting”. Mondays, for example, I have one client call every 10:00 AM. The rest of the day, I don’t have meetings or anything like that. It’s an open space to get into the flow of the week. That’s such like such a luxury and a freedom to think about a day where you have space to work on what you wanna work on.

I used to have this fear that if I have a day like that, I’m just gonna sit on the couch and twiddle my thumbs. It’s actually the opposite of what happens because then you can follow your curiosity. You have certain tasks that you’re working on and then you change the plan. Maybe you have a conversation and you’re like, you know what? I was gonna work on this, but now this feels so aligned. Then, you’re just gonna 10 x the speed of finishing that task because you’re in the zone for it. It’s my time to go down the rabbit hole.

Because it’s not the usual way of doing business, people are often afraid. They think they’re going to lose business because of that, and their clients will be upset. Except, as long as you communicate to your clients very clearly that this is how you do things, it’s usually fine. People are generally super okay with you doing things in a different way. If anything, they think it’s awesome that you are willing to put the boundaries down to create that for yourself.

Attracting your dream clients

Another hard pill to swallow is that you attract the same energy that you put out. I’m multi-passionate and easygoing, I get shit done within boundaries on my own time. Guess what kind of clients I attract? Clients who are not harassing me and respect those boundaries.

If you’re beating yourself up, if you’re slamming your schedule, if you’re overworking, if you’re responding to emails within a minute of getting them – guess who you’re going to attract in your world? It’s this self-fulfilling prophecy of you attracting partnerships in life and work of who you are. This goes back to this red thread and my roots of working in partnerships. Better relationships, better partnerships, you better get better yourself to attract them. It all connects.

Tools to attract what/who you want to attract

I’ve been journaling for 10 years. Our brains are just thinking 24/7 at 100km/h. I need to write these things down just to get them out of my head. It creates that clarity and that space.

Also, personality tests and doing the Human Design. These things aren’t telling you who you are but they’re mirroring back validation and options. Does this resonate with you? It’s like the neurodivergent content I see. It allows me to look at it and realize what I thought was a quirk is more inherent. Once I’ve accepted it, I’m able to live from that and explain it. Seeing it black on white helped you start to think about it.

It’s like we live inside of a fishbowl and anybody who can help you see a little bit outside of it is how we can break patterns of how we do things. We’re just living on these wires that are always running and we can’t even think of a different way of life. We’re in the Ottawa area and that’s the thing with small towns – everyone around using the same things over and over again.

You get caught up in that loop and you’re doing the same thing over and over again. It takes one person in your circle to move out, and start a new career and it’s a domino effect. Everyone around them is like “oh, I didn’t know that was available to me”. That’s why I’m so passionate about creating that unique career and that unique life. You’re not just saving yourself, you’re saving everyone around you from living in loops their whole life.

Then we reflect this in our content and we’re able to serve so many more people than just the people who want to pay to work with us. We get to genuinely create a community of people with the same desires and goals where we can all lift each other up.

Freeing ourselves to move forward

I think the mistake we do is live from our past. When I was in grade 12, I flopped a presentation. Now I can’t ever speak on a stage. Versus living from your future, I’m a million-dollar coach already, I need to show up as that and then I’ll become that person.

Using these labels like being multi-passionate or neurodivergent as a way to accept how our brains work and being proactive about finding what works. It’s easy to get caught up in the “bad things” about that diagnosis. You get caught up in the past. Like “I’m bad at finishing projects”, “I’m not very detail-oriented”, and “I’m a very scattered brain”. How can we flip the coin on that narrative to see the positive side and be empowered by it?

That’s where reinvention and pivoting are important in your career too because as you learn your strengths, and what you’re good at. Then you have to allow yourself to move towards that. What’s good about knowing your strength if you’re still working in your weakness?

From side hustle to full time

It is so frowned upon to have any kind of side hustle when you’re in a job. It’s almost like this dysfunctional relationship where it’s like, I love you, you’re the only thing that matters to me, this job is what I do 24/7, “I promise I do not have hobbies or life outside of this”. I hid my side hustle for a long time, not purposefully. I just never talked about it by omission, I just didn’t talk about it. Therefore, of course, it was hard for me to build a personal brand when I feel like 90% of me is hidden. The things I’m interested in are as well.

That was probably the biggest growth that I ever went through was starting to show up and write on LinkedIn. Writing articles, and writing posts while I was at Shopify, was like the ultimate test. I always joke about this because my fear was that Toby who obviously, as the founder of Shopify had much better things to do, my fear was that he was gonna see my post and hunt me down. What are you doing exactly? Which also is totally not his vibe. Anyways. He completely promotes, doing side hustles. It just shows how we create these fantasies and these fears, really, even if we are in the best of situations, we’re gonna create that fear and it’s gonna limit us.

That was definitely scary in a professional setting. And that’s why I coach on it now because I know most of it is just a fear. You know what you wanna talk about, you know what you’re interested in, you’re just holding yourself back.

Then, when you actually have a business, I found it easier to talk about anything. The only thing over your shoulder that steps in is “niche down”. What are you an expert in? What’s your business? Talk about the one thing and just going against that mainstream, traditional old-school advice of just being known as one thing. It’s not wrong, it’s just outdated. That’s all that.

Reclaiming your time

You’ve gone your whole life having someone else responsible to tell you what to do and how to do it. If you’ve done enough and if it’s time to take a break. Then in your business, you have to do this for yourself.

That’s the other level, the big shift is that you’re reclaiming your nine to five hours, Monday to Friday. Anything you do between nine to five, once you leave the corporate, you’re still gonna feel guilty if you are sitting on the couch. The wiring we’ve had is somebody owns our time.

As a business owner hopefully you’re not selling your time. You’re more so selling the output, the value, the skillset. If something takes me 10 minutes to do and someone else an hour, what’s the point in dragging it on? Just that I could say I worked on it for an hour versus 10 minutes.

My goal isn’t to work 40 hours a week. I create a lot of variety in my work but I also create time for my other interests outside of work. Talking to some entrepreneurs, I often get the comment that “that must be nice to want to create that”. I always find it funny that that would be someone’s feedback. This is my business and this is what I want to do.

We talk about time and freedom, and then we get so sucked into it. I wrote a newsletter post about this a couple of weeks ago where you can’t put in your job title that I don’t work on Fridays. It’s more of a flex of, this is how much I make. It’s so much easier to brag about yourself with all of these external things, but you can’t brag about having a good work-life balance.

You can’t in your job description. You can’t say I’m a coach and I take Fridays off but people can say, I’m a six-figure entrepreneur I’m this or that. It’s just removing that pressure to show off or have to validate yourself, which just comes from a place of insecurity that you’re not doing enough, or you’re not working hard enough.

That’s probably the hardest hill we’ll climb in our lifetime to just be assured of what we want, and how we wanna live our life. Even if that goes against the grain, that is what makes us happy. From day one of starting my business, I always, always, always took Friday off. That was my one rule. I’m never taking any client calls, any work, nothing. Friday is my newsletter writing day and that’s like a hard rule. I work four days of the week with clients and that’s just my non-negotiable. I don’t see any other way in life where there’s a five-day work week.

We need more people like this, spreading the word and giving themselves permission to work on their own schedule and work four days a week.

Creating Mindful Goals

One thing I’m always mindful of is when I do have a financial goal it’s to always blend it with like a lifestyle goal. So yes, hhere are things I could do to 10 X my income next year. Then I’m gonna make sure that on the other side of it I’m really grounded. For me, it’s being able to travel and going on month-long trips with my work. That’s a huge piece of it. And so I just always am balancing the two. Aligning my personal vision and figuring out where my business fits into that.

I definitely have rebellious energy inside of me. I’m always like “if you tell me I have to do this, I am going to show you I don’t have to”. I’m going to tell everyone that they don’t have to either.

Creating a multi-passionate brand

Times are really changing and how we show up on social media is changing too. It’s no longer enough to just say here’s the thing I’m really good at. Even if you think about yourself, if you’re looking for somebody to hire, it’s yes, they’re good at this skill but I also want to make sure that we’re going to vibe and connect.

That’s the new way of creating content. Show your brand, express what you stand for and then hold your audience in really high regard that they are intelligent enough to find your website and find your offers. That’s one thing you don’t need to do is treat your audience like these dumb-dumbs who you have to guide 24/7 or guide a horse to the water. Just tell them that there’s water and they’ll find their way there. What’s more valuable is helping them in little ways, then they’ll resonate with it and they’ll hire you if they hire you. It’s dropping that desperation of having to prove what you’re doing all these things. I completely believe in showing that full side of yourself.

step 1 – foundation

When I work with clients, we go through a 3-month coaching package. The first month is very much about getting clarity on yourself. This is where I put mirrors whether it’s human design, different archetypes or just talking about goals. Everybody always wants to start creating content that first month but it’s about going back to the foundation.

Everyone can get started overnight but what really matters is how long it lasts. The slower you go, the longer you will last and that is my mantra the hill I’ll die on. If you have a fear that you’ve missed your boat, that’s just your fear. Noa’s ark isn’t leaving. With Instagram or whatnot, there’ll be other platforms. There’s no missing anything. It’s like thinking of diamonds. You can be a real diamond that takes a while to turn into this amazing radiant thing. While you’re forming yourself, there are 200 fake diamonds that just got pumped out to the store. Sure, they got pumped out quickly but is that what you want to be or do you want to just be in the inner knowing of being a real diamond?

step 2 – content creation

That’s the first month – it’s really figuring yourself out. Then, the second month is to create content that you love. It’s not content that you feel pressured to create. It’s like I was saying for me, it was bubbling out of me. I really wanted to create that content because I wanted to have those conversations.

That’s a really strong test of if your content is aligned. Are you steering the conversation towards topics you want to be having the conversations? And are you connecting? Are you attracting people that you’re excited about? There are definite, there are different types of content that I’ll help my clients kind of figure out for themselves, but one of them is creating content that connects with shared identities.

We’ve been talking about identities, so that’s a perfect topic to go on. Terms that I use quite a bit are introvert, old soul, multi-passionate and lover of life professional. When people read them, if they are those identities, it will resonate with my work. Especially if you can combine them and say “Introverts make the best entrepreneurs”. You’re kind of blowing their mind, which they do just like FYI FYI. This is like the most hidden secret you’ve ever met. And I’ve worked with a lot of like thought leaders at mind valley entrepreneurs. I’m gonna tell you they’re all introverted, and incredibly shy. But it’s like, Beyonce, you, you just bring out your Sasha fierce.

My tip is to think about are those identities you hol about yourself and identities you are proud of and excited about. We can always shift those identities but what are ones that you really feel connected to? You find that you like having conversations with people like that. For me, even though I’m not a “corporate professional” anymore, I really resonate with the people who have this education, that upbringing, school and higher education. I just know that I feel their pain from the transition from that world. I’ve been in their shoes.

That’s something that in your content, if you’re touching on their identity, that’s really going to help build that relationship and that trust. Start seeing different ways of talking to them. That’s huge.

That’s something that’s encouraged in productivity too to look at someone’s foundation, vision and goals. When you look at your to-do list, it’s a really powerful filter to have to highlight what’s worth your time and energy. It’s so easy to say yes to everything that comes in, different projects. But does it align with you and what you want to do?

Step 3 – showing up in alignment

Then we start actually showing up in that 3rd month. We go over how you show up on social media, how you show up on your website. One thing I also say about branding is how you show up is part of the brand. It’s not just the content you release. If you’re someone who is following trends, then that is part of your brand. Just keeping that in mind, if you feel pressure about showing up this many days per week – maybe your brand is someone who follows the rules.

It’s just blowing your own mind of where in your life you continuously get sucked into these loops of “I have to do what other people are saying I have to do”. If you want to pull away from that and that’s your brand, then do it and do it your own way!

We talk about having to be consistent in our business but consistency can like widely different for everyone. Consistency is whatever you decide it to be. If that’s once a week, once a month, etc. I’ve been writing my newsletter every Friday for two yeras which is consistent. That’s because if I don’t write something once a week, I get that bubbling up feeling of I’m not expressing myself. It’s a self-chosen consistency but I’ll align to who I am, where I’m going and my identities.

It’s that whole “the teacher has to be proud of me” vs “I just feel alive and excited and fulfilled because I’m doing that”.

Going with the flow vs schedule/routine

You have your Friday newsletter but when it comes to clients, is the best to suggest sitting down regularly at a set time since building a habit can help or are you more go with the flow?

It depends where you are in your comfort journey. If you’re starting out and you are totally nervous about it – show up once a week. We’re going to have this accountability. We’re going to work through it after 20 times of posting something.

The feat starts to almost disappear and then you ride the wave of your energy and excitement. I just had a coaching call with someone this morning who is good with publishing posts but she wants to show up on video and that terrifies her. We said every Wednesday she’ll post a video. Then the rest of the week she can do whatever she wants. So if you are going to block yourself from fear then yes, get yourself on a cadence.

If you are just bubbling with creativity then you can kind of trust that creativity to get posted online and ride the wave.

Side hustle or variety IN the business?

When it comes to filling our cups and indulging in our various interests, do you recommend having a lot of variety built into the business or even having multiple businesses or creating time outside of your business for this?

I’m a huge believer in side-hustle. My format is always – have your bread and butter that you are refining. You’re refining a craft and then have that side-hustle. You’re almost like testing out and dabbling in your new excitement. Sometimes you can dabble in it and realize it was just a fluke, spur-of-the-moment curiosity. Having that side-hustle allows you the freedom to try it out and see where it goes. There’s also often a huge difference between doing something part-time as a fun extra vs doing it full-time and relying on this for your finances.

The hardest thing about being multi-passionate is you have to be good at breaking up with old things that excited you. That means old jobs, old clients. You can’t take on and fill your bag with new jobs, new clients, or new ideas. That’s where it gets heavy, that’s where you burn out.

Therefore, pivoting is highly encouraged.

My bread and butter, what I do as a consultant is a project manager. I’m a brand-aligned project manager that gets me in my intellectual, organized brain. Let’s take an idea, map it out, and organize it. Then my “side-hustle” is coaching where I’m fully in that energy of listening and hearing what people are saying back to them, helping them build their personal brand. Having the fluidity of both energies I can be is chef’s kiss!

This side-hustle can be built within the business itself or it can be 2 entirely separate businesses. Even if they are different, try to really find what is the one little string that might connect them. Because then, the bigger you get in one, the more you learn in one is going to help the other.

Even the clients I help as a project manager, don’t want an ugly project. They want a beautiful project. When they look at my personal brand, they trust that I know how to show up in an aligned way. They trust I’m going to get their project over the finish line in a nice branded way that feels aligned with them. I’m not just going to push something out of alignment.

I found that only afterwards. I felt like project management and branding are so opposite. Then once you’re in it, you start to connect all these threads and it makes sense. Branding IS project management because branding is the consistency of who you are and always knowing yourself and showing up. My mind is blown at how connected they are. Sometimes you just need to take a step back to see these common threads.


If you want to learn more about Sigute, go follow her on Instagram! You can also sign up for her Friday Newsletter by clicking here.

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