This episode dives deep into creativity, identity, and how to stay grounded when life keeps changing. Jake shares lessons from Instrument, Google, cycling, fatherhood, and co-founding Apogee Bikes. EPISODE OVERVIEW In this conversation, Christopher sits down with Jake — Creative Strategy Lead at Google Brand Studio, early strategist at Instrument, longtime cyclist, and co-founder of Apogee Bikes. They talk about: • Finding identity again after becoming a parent • Staying grounded in a noisy digital world • Building a strategy career at Instrument and Google • Learning leadership and protecting people’s time • Building Apogee Bikes and launching a small brand today • Community, cycling culture, and what needs to evolve • Why provenance matters and how brands build meaning • The emotional weight of losing old versions of yourself • How to keep showing up creatively even when life gets hard • The one belief that keeps Jake centered: Assume good intent. This one is full of wisdom, honesty, and perspective. ABOUT JAKE Jake is a Creative Strategy Lead at Google Brand Studio, former Strategy Director at Instrument, cyclist, dad, and co-founder of Apogee Bikes. His work spans brand strategy, product vision, community building, and the intersection of creativity and the outdoors. Apogee Bikes: https://apogeebikes.com Instagram: https://www.instagram.com/jakeszy/ If this episode resonated, hit subscribe, drop a comment, and share it with a friend. Join the newsletter at brokenandcoastal.com for stories, gear, and new episodes. #outsideisMagic #Podcast #CreativeLife #BrandStrategy #GoogleBrandStudio #Instrument #CyclingLife #ApogeeBikes #CreativeProcess #ParenthoodJourney #DesignAndOutdoors #MountainBiking #CreativeCareer outside is Magic is hosted by Christopher San Agustin. Produced by Broken and Coastal. Follow us on Instagram @brokenandcoastal Help spread the magic. Hit follow, drop a review, or share the episode with someone who gets it. You never know who it might inspire.