Somewhere Between
Somewhere Between with Allison Parc
🎧 AUDIO: Building a Plane Mid-Flight – SB Catch 22s (corrected audio)
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🎧 AUDIO: Building a Plane Mid-Flight – SB Catch 22s (corrected audio)

The messy, maddening, and sometimes hilarious Catch 22s of building a brand in real time.

If you get this delivered to your inbox, apologies for the extra email today—the first audio file went rogue and cut itself short. Here’s the real deal. Enjoy!


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👉 Missed Part 1 (The Gut Punch) or Part 2 (The New Beginning)?

This one’s for anyone who’s ever tried to build something from scratch and thought, why does every step require ten more?

In Part 1 and Part 2, you heard how the bottom dropped out and why Sam and I had to pivot. In this episode, I take you behind the scenes into the “Catch 22” phase we’re living through now: the circular logic, the high-risk fees, the endless contracts that depend on each other, and the real cost of trying to fly while still building the plane.

It’s absurd. It’s exhausting. And honestly, it’s also funny — because this is the work: showing up, weaving the threads, and betting big on takeoff.

Hit play when you’re ready to step inside the cockpit with me.

How I started each morning last week — my morning sunrise ritual to center myself and clear my head before jumping back into the Catch 22 circus!

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