Memorable moments: The Tel Aviv revelation

I have spent much of my life accompanied by a quiet, persistent shadow: Imposter Syndrome. Even when I was at the top of my class at school, I dismissed it as a lack of innate ability; I convinced myself I was simply working harder than the other kids. The anxiety was a constant hum during exams—the terrifying certainty that this was the time I’d finally bomb out and be "found out."

This pattern followed me into my professional life. At Old Mutual, I was singled out as a high-potential trainee, yet I waited daily for the mask to slip. By 2001, I was in the UK, working for a renowned branding agency with a vibrant culture and iconic clients. Despite excellent feedback, the syndrome was stronger than ever. Branding wasn't my specialty, and I felt like a guest who had snuck into a high-society party.

Then came the Israeli bank project.

Our team of three—including the Managing Director and our colleague Anita—flew from London to Tel Aviv every week. The MD was a powerhouse, a charismatic genius who had single-handedly formulated the brand identities for some of the world’s most iconic companies, including Apple. Watching him work was like watching a master conductor; I was in absolute awe of his confidence.

One night, after a long day of strategy, the three of us met in a hotel bar in Tel Aviv. After a few drinks, I finally confessed my admiration. I told the MD how much I respected his genius and, more than anything, his unshakable confidence.

He looked at me and said something that shifted my entire world view.

"You know," he said quietly, "I have a huge imposter syndrome. Every time I stand up in front of a board, I feel totally nervous. I think, 'Oh no, they’re going to find me out this time.'"

I was stunned. If the man who branded Apple felt like a fraud, what hope was there for us mere mortals?

It was a moment of profound self-compassion. I realized then that Imposter Syndrome isn't a sign of inadequacy; it’s a nearly universal human experience. It might even be the very thing that makes us a driven species. It’s the friction that motivates us to be better, to prepare more deeply, and to reach further.

The goal isn't to kill the imposter; it's to understand him, be kind to him, and then—like the MD in Tel Aviv—stand up in front of the board anyway.

Branding for Bank Hapoalim

At Siegelgale, one of the main projects I worked on was to help Bank Hapoalim, a leading Israeli bank, to  rebrand.  I worked with Peter Gilson, the CEO, and Anita, a very effective senior consultant.

The last project necessitated weekly trips to Tel Aviv which I loved.  The project took well over 6 months and and our project team and clients became a very close knit group.

My involvement

• Helping with brand strategy (brand vision, mission and values). 
• Helping to simplify their literature system with the new brand.
• A review of their web site and recommendations on improving it in line with the new brand.
• An online flash presentation promoting the new brand strategy.

Highlights

• Flying business class from London to Tel Aviv each week and getting to recline completely on the chairs.  We needed to sleep as we flew at night and arrived early in the morning before starting our workshops.
• Working closely with Tali, a marketing person at Bank Hapoalim, and earning her respect.
• Dinner and after-dinner discussions with Peter and Anita at the Hilton Hotel.  We all got very close to the extent that Peter shared one night his "imposter syndrome."

 

Safe Host project with Siegelgale

A branding strategy project for a data hosting company I was responsible for at Siegelgale. This project included my first international business trip, in this case to Geneva, Switzerland, to interview Safe Host's staff and clients. I forgot to change my watch and ended up missing my flight home!