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From Scattered Passion to Laser Focus: An Australian Foodie's Breakthrough

Yesterday, I spoke with a passionate Australian foodie in Melbourne, Victoria, Australia who, despite her dedication to bringing handmade pastries and authentic flavors to the city, felt her business was stuck.

She initially believed that offering a creamy pastel de nata would attract more customers. However, in a city brimming with excellent Portuguese kitchens, true distinction comes from a unique voice, not just a common dish. Passion for food is a fantastic start, but clarity is the essential ingredient for success.

With over a decade of experience teaching cooking classes, curating recipes, styling, and creating dining experiences in both Portugal and Spain, she also dreams of writing a cookbook. Yet, she faced significant roadblocks:

  • Uncertain business direction.

  • Struggling Instagram traction despite consistent posting.

  • Overwhelmed by choices and unclear about her niche.

Her challenge stemmed from an undefined IKIGAI. While she shared what she loved, it didn't always align with her audience's desires. Her content, though individually good—ranging from recipes and classes to travel tips—felt scattered. It was like four cafés trying to share one tiny table, lacking a cohesive message. Her posts leaned more towards self-expression than strategic connection.

We dedicated time to mapping her IKIGAI, creating a clear framework that provided much-needed direction:

Her IKIGAI Unveiled

What she loves:

  • Sharing stories about traditional Portuguese/spanish pastries.

  • Cooking simple, soulful Portuguese/Spanish dishes.

  • Teaching, especially children.

  • Exploring regional foods and rediscovering forgotten recipes.

What she’s good at:

  • Guiding kids and adults in playing with dough.

  • Leading hands-on cooking classes.

  • Crafting vibrant visual stories (her Instagram truly shines here).

  • Making baking fun, rather than stressing perfection.

What the world needs:

  • Quick, comforting meals for busy Madrileños.

  • Food rituals to ease hectic times.

  • A deeper understanding of Portuguese cuisine beyond fleeting Instagram trends.

  • A refreshing voice for simple, authentic food stories.

What pays:

  • Workshops, brand collaborations, and a themed cookbook.

  • Teaching through workshops and forming partnerships.

  • Creating content that blends cooking with storytelling.

  • Offering unique local experiences and collaborative projects.

She didn't need to start a new venture. Instead, we uncovered her sweet spot: “30-minute Australian family meal rituals for busy urban families.” Now, every post, caption, and email revolves around this single, powerful theme.



What does IKIGAI mean?

IKIGAI (生き甲斐) is a Japanese concept that translates roughly to "a reason for being" or "a reason to get up in the morning." It's about finding purpose, meaning, and a sense of fulfillment in life, often through work or daily activities.

The concept is often illustrated with a Venn diagram that identifies the intersection of four primary elements:

  1. What you love: Your passions and interests.

  2. What you are good at: Your skills and talents.

  3. What the world needs: Problems you can solve or contributions you can make.

  4. What you can be paid for: Your profession or source of income.

The point where all four circles overlap is your IKIGAI – your sweet spot where passion, mission, vocation, and profession converge. Finding your IKIGAI is believed to lead to a more joyful and meaningful life.

If you're a creator, consultant, or coach feeling uncertain about your next steps, ask yourself:

“What feels easy for me but seems special to others?”

Build your foundation from that profound insight. What "easy" talent of yours could be someone else's "special" solution?

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