Off By 2 : Branding, Business, Money, and Freedom

Kady Sandel
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  • Entrepreneurship
  • Updated weekly

Off By 2 is a business podcast for ambitious founders who want to grow and build a brand people know, but feel overwhelmed by their to-do list, unsure what to focus on, or tired of their business taking up more of their life than they want. Each episode helps you make more money, simplify your business, get your time back, and find a better balance between business and life. Expect honest conversations about business strategy, entrepreneurship, branding, AI, productivity, mindset, and growing a business without the hustle culture. Hosted by entrepreneur and branding agency owner Kady Sandel

  1. 1 day ago

    What If the Business You Have Is Keeping You From the One You Actually Want? | EP 229

    There’s a strange point in business where the decisions that got you here can start keeping you here. Your offers, positioning, clients, pricing, and even your role in the company may have been built around goals you had years ago. Sometimes that shows up as slow growth. Sometimes it looks like boredom, constantly changing your marketing, creating new offers, or wondering why you can’t seem to focus. Eventually, it’s worth asking whether the business needs another strategy or whether you’ve outgrown parts of what you built. Changing direction doesn’t always mean starting over. Sometimes it means getting very clear about what stays, what goes, and what you actually want to build next. Links to Connect: Media & speaking: ⁠⁠⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠⁠⁠ My skincare branding studio: ⁠⁠⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  2. 25 Aug

    Why Successful Founders Start Over? | EP 228

    Building a business for years changes you. The problem is that your business doesn't always change with you. At some point, a lot of founders realize they're spending their days maintaining a version of success that no longer fits the person they've become. That's a strange place to find yourself because nothing is technically wrong. The business works. The clients are there. The revenue is there. Yet something feels slightly off. The harder question becomes whether you're willing to evolve before your business forces you to. This is a conversation about starting over without actually starting from zero. About business pivots, founder identity, personal branding, entrepreneurship, and what it really means to build a business that fits the life you want now, not the one you wanted five years ago. Because sometimes the next chapter isn't about building something bigger. It's about building something that finally feels like yours. Links to Connect: Media & speaking: ⁠⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠⁠ My skincare branding studio: ⁠⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  3. 18 Aug

    How I Built a Business That Lets Me Work 4–5 Hours a Day | EP 227

    There's a version of ambition that tells you the answer is always more. More hours, more clients, more effort, more grinding until something finally gives. I believed that for years, back when I was doing sixty five dollar logos off Craigslist and staying up half the night to keep clients happy. What I eventually learned is that more hours was never the lever. It was just the thing I reached for because I didn't understand my own business yet. This episode is about how I built a premium branding agency while working four to five hours a day, and why that has almost nothing to do with hustle and everything to do with pricing, focus, and the discipline of saying no. I talk honestly about raising my rates from three thousand to twelve thousand during nap times with a newborn, narrowing my agency down to skincare, and what a genuinely short workday actually requires behind the scenes. This is a conversation about business strategy, premium positioning, and building a company that gives you your life back instead of quietly taking it. If you're an early business owner or founder building something that feels slightly off, already making money but sensing you should be further ahead, this one is for you. It's about designing the business around the life you want, one small decision at a time. Links to Connect: Media & speaking: ⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠ My skincare branding studio: ⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  4. 11 Aug

    Things I Added to My Contract After a Client From Hell | EP 226

    The longer you run a business, the less your systems are based on theory and the more they're based on experience. Every process, every boundary, and every clause usually exists because something happened once and you decided you never wanted to solve that problem again. A simple Instagram post about my contract unexpectedly started a much bigger conversation about business boundaries, difficult clients, founder standards, and why clear systems aren't there to make your business harder to work with. They're there to protect your time, your team, your creativity, and the quality of your work. This is a conversation about entrepreneurship, service businesses, client management, contracts, and the small decisions that quietly shape the kind of business you end up running. Links to Connect: Media & speaking: ⁠⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠⁠ My skincare branding studio: ⁠⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  5. 4 Aug

    PODCAST RENAMING: Why I'm Changing Everything

    Welcome to Off By 2 with Kady Sandel. In this episode, I'm sharing why I decided to rename the podcast and move away from teaching graphic designers how to grow their businesses. Over the past year, I've realized I'm more excited by conversations about entrepreneurship, business, leadership, branding, and building a life that actually fits the way you want to live. That's the direction this podcast is heading. I also share the story behind the name Off By 2, what it means to me, and why I believe every founder gets to define success on their own terms. If you're building a business and want honest conversations about growth, difficult decisions, ambition, and creating a business that supports your life instead of taking it over, you're in the right place. Welcome to Off By 2. I'm excited you're here. Links to Connect: Media & speaking: ⁠⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠⁠ My skincare branding studio: ⁠⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠⁠

  6. 28 Jul

    Your Business Can Be Successful and Still Be the Wrong Business | EP 224

    A business can work perfectly on paper and still leave you feeling completely disconnected from it. The invoices get paid, the clients are happy, and by every external measure you've built the thing you said you wanted, and yet you open your laptop and feel nothing. That flat hum of boredom is easy to dismiss when the money's fine, but it's often the most useful signal a founder can get, and this episode is about what happens when you finally decide to listen to it. I'm talking honestly about the years I took every client, ran a coworking space, and kept saying yes to work that paid but didn't interest me, and how a business that functions can quietly become a trap. I get into the nap-time decision that made me raise my pricing from three thousand to twelve thousand, the slow narrowing toward skincare branding, and the five thousand dollars I spent on ads that taught me the difference between busy metrics and real alignment. If you're building a business that feels slightly off, one that's making money but doesn't fit the life you actually want, this is a grounded look at how alignment gets built through small decisions over years rather than one dramatic pivot. It's about the difference between a business that runs and a business you genuinely want to run, from a branding studio owner who spent too long confusing the two. Links to Connect: Media & speaking: ⁠⁠⁠⁠https://kadysandel.com⁠⁠⁠⁠ My skincare branding studio: ⁠⁠⁠⁠https://aventivestudio.com⁠⁠⁠⁠ For designers: ⁠⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠⁠ Instagram: ⁠⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  7. 21 Jul

    The Real Reason I Became So Picky About My Design Clients | EP 223

    Building a profitable design business isn't just about attracting more clients. At some point, it becomes about deciding which ones deserve a place in the business you're creating. That shift is much harder than most people expect because it forces you to stop measuring success by how many opportunities come your way and start measuring it by how your work actually feels every day. Over the past twenty years as a designer and eleven years running my agency, I've gone from designing for anyone who would hire me to becoming incredibly selective about the founders I work with. That journey has changed my approach to branding, niching, client relationships, and what I believe a successful creative business should actually look like. If you've been wondering whether it's time to niche down, raise your standards, or build a business that feels more aligned with the life you want, this conversation might resonate more than you expect. Links to Connect: Media & speaking: ⁠⁠⁠https://kadysandel.com⁠⁠⁠ My skincare branding studio: ⁠⁠⁠https://aventivestudio.com⁠⁠⁠ For designers: ⁠⁠⁠https://aventiveacademy.com/profit⁠⁠⁠ Instagram: ⁠⁠⁠https://www.instagram.com/kadysandel/⁠

  8. 14 Jul

    What I Would Do Differently If I Started My Agency Over | EP 222

    Most creative businesses do not stay small because the owner is not talented enough. They stay stuck because the business was built too broad, too reactive, and too focused on proving something instead of building something with a clear shape underneath it. Scattered services, unclear positioning, systems that live entirely in your head, and visibility treated like an afterthought. These are not beginner mistakes you grow out of automatically. They are patterns that compound quietly for years. This episode is a honest look back at what I would do differently if I started Aventive Studio over today, after two decades in branding, over 350 brands, and a lot of hard-won clarity about what actually creates momentum in a creative agency. From narrowing services earlier to building around the life I actually wanted, this is less about tactics and more about the thinking that changes everything underneath the surface. If your business feels harder than it should right now, or like it has never quite found its shape, this one is worth a listen. Links to Connect: Media & speaking: ⁠⁠https://kadysandel.com⁠⁠ My skincare branding studio: ⁠⁠https://aventivestudio.com⁠⁠ For designers: ⁠⁠https://aventiveacademy.com/profit⁠⁠ Instagram: ⁠⁠https://www.instagram.com/kadysandel/⁠

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About

Off By 2 is a business podcast for ambitious founders who want to grow and build a brand people know, but feel overwhelmed by their to-do list, unsure what to focus on, or tired of their business taking up more of their life than they want. Each episode helps you make more money, simplify your business, get your time back, and find a better balance between business and life. Expect honest conversations about business strategy, entrepreneurship, branding, AI, productivity, mindset, and growing a business without the hustle culture. Hosted by entrepreneur and branding agency owner Kady Sandel

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