We were lucky to catch up with Alf Palacios recently and have shared our conversation below.

Hi Alf, thanks for joining us today. Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

Since making the decision to leave the corporate world three years ago, not only have I found a new way of living, but I’ve also tapped into a happiness and fulfillment I didn’t know existed. Being at the helm of my own business has been enlightening in every sense. Yes, there are challenges and hurdles to overcome, but the journey is entirely worth it.

I own my time, my days, and how I choose to spend each moment. This autonomy and freedom are invaluable. It has allowed me to exercise unparalleled creative freedom, and what I’m most passionate about is the ability to explore endless possibilities to enrich and improve people’s lives. My drive is the passion for chasing dreams, not just my own, but also inspiring others to do the same.

The inevitable question many ask me is, “Have you ever thought of going back to the corporate world?” And the truth is, yes, I’ve considered it. But that thought is typically fleeting, usually driven by the allure of the financial security and stability a “traditional” job might offer. However, when I weigh up all I would gain against all I would lose, the decision is always clear.

I’d be giving up my freedom, that daily spark that propels me forward, that burning desire to build something genuinely mine. The idea of sacrificing all that for a monthly paycheck and a promise of “stability” simply doesn’t appeal to me. Instead, whenever I feel those doubts, I turn them into motivation to work even harder, to build that future and financial stability with the tools I already have. And believe me, there are plenty of tools out there waiting to be harnessed.

In conclusion, the life of an entrepreneur isn’t easy. But if you ask me if I’m happy owning my own business, my answer is a resounding “yes.” And every day, I wake up with the desire and determination to make this dream an even bigger reality.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My Journey: From Global Experiences to Sustainable Branding

Born in Germany and raised in Peru, my diverse cultural background provided a foundation for a career that would span continents. After completing my studies in Advertising, I moved to Miami to specialize in Television Production, Journalism, and Communication. My professional journey began at MTV, where I had the opportunity to work both in the Miami and Mexico City offices.

My next venture took me to Moviecity, where I deeply appreciated the nuances of the viewer’s experience and the importance of attention to detail. My career trajectory then took a turn to FOX, sharpening my strategic skills, and finally culminating at Disney. At Disney, I immersed myself in promotional and cross-promotional strategies for the company’s numerous brands and franchises.

Throughout these experiences, my core focus remained on brand communication, with a special emphasis on strategic development. Yet, branding was always my heartfelt passion. A few years back, while still navigating the corporate sphere, I opted to specialize in branding. I pursued master’s degrees in design and art direction in Barcelona, which gave me the opportunity to collaborate with emerging brands, strengthening my portfolio. This led to the birth of my very own branding studio: Leaf Happy Co.

Starting one’s own business isn’t a spur-of-the-moment decision. Over the years, my journey has been fuelled by passion, gaining invaluable experience, and recognizing that successful brand development is rooted in strategy. It’s about carving a niche in the market and understanding how you can genuinely make a difference. Everyone possesses a unique talent that can be harnessed for the betterment of society, and I believe each of us is on this planet with a purpose. Mine is to actualize dreams through the transformative power of branding.

In 2020, I made the pivotal decision to exit the corporate world of Disney, and by 2021, I was fully invested in launching Leaf Happy Co. After considerable introspection about my contributions and how to resonate with my target audience, I solidified a strategic approach encompassing everything from concept creation to communication and marketing. In a world teeming with brands, standing out is more essential than ever to be recognized.

Being a dedicated vegan, my perspective isn’t just about sculpting successful brands. I’m drawn to clients who resonate with sustainable values and planetary responsibility. Through branding, I assist them in authentically conveying their messages, simultaneously promoting a positive global impact. To me, branding isn’t just a tool; it’s a potent medium that can inspire profound change and advocate for a more conscious future.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Redefining Protein: My Vegan Midlife Awakening

One of the most prevalent lessons I’ve had to unlearn was entrenched in my understanding of nutrition, particularly in the realm of veganism and muscle building. As a methodical gym enthusiast and a proud midlifer, I always believed in the age-old adage – “You are what you eat”. This philosophy became even more pertinent when I transitioned to a vegan lifestyle.

Initially, buoyed by widespread notions, I was under the impression that protein was ubiquitous in all foods. And while there’s truth to that, the depth of understanding required, especially for someone aiming to build muscle, was something I hadn’t fully grasped. The belief was simple: As long as you’re consuming a varied vegan diet, your protein needs are automatically met. But, as I would come to understand, not all proteins are created equal.

The revelation came when I delved deeper into the intricacies of vegan nutrition. While beans are an excellent source of protein, they are accompanied by a substantial amount of carbohydrates. For someone focused on lean muscle building, especially in midlife, what I required was “clean” or “lean” protein. This realization led me to foods like Seitan, Tofu, and Tempeh. Packed with high protein content and fewer carbohydrates, these became my go-to sources for muscle nourishment.

The journey of unlearning and relearning was a paradigm shift for me. Not only did it redefine my dietary choices, but it also reinforced a more profound belief: Being vegan and building muscle are not mutually exclusive, even in midlife. It’s not about challenging nature but understanding it more intimately. Through my experience, I now advocate for informed veganism. It’s a testament to the fact that with knowledge and commitment, one can strike the perfect balance between ethical choices and personal fitness goals.

Let’s talk about resilience next – do you have a story you can share with us?

A Test of Resilience: Reinventing the Business Model of Branding

When I first embarked on the journey of establishing my branding studio, Leaf Happy Co., I was filled with optimism and enthusiasm. I had envisioned a smooth sail, servicing clients with traditional project-based contracts. I thought, “This is the industry standard. Why fix something that isn’t broken?” But I soon realized that this model was not without its flaws.

In the initial months, I faced the typical ebb and flow of client projects. Some months were fruitful, brimming with back-to-back projects, while others were eerily quiet, leading to unsettling financial fluctuations. It was evident that relying solely on the conventional per-project model was not sustainable. I’d wrap up a branding project, and then there would be this void – a waiting game until the next client signed up. Each lull in business felt like a testament to the fragility of my dream.

But I am not one to be easily deterred. Every challenge I faced only stoked the fires of my determination. If the traditional path was laden with obstacles, I would carve a new one. I took a step back to evaluate and innovate.

The first step in my resilience journey was diversifying the revenue streams. I introduced subscription models, tailoring packages to different intensities of work. This ensured a more predictable income and built stronger, lasting relationships with clients who now viewed us as their consistent branding partners rather than a one-off project agency.

But resilience also means continually evolving. Realizing that not all potential clients could afford our comprehensive services, I tapped into the power of digital learning. By creating online courses, I made our expertise more accessible. This not only offered another revenue stream but democratized branding knowledge, allowing more businesses to benefit from our expertise at a pace and price point that suited them.

Today, Leaf Happy Co. stands as a testament to the power of resilience, adaptability, and innovation. We are no longer just a traditional branding studio; we are a dynamic branding hub catering to varied needs. Through all the trials and tribulations, one thing became abundantly clear – resilience is not about weathering the storm, but learning how to dance in the rain.

Contact Info:

• Website: https://leafhappy.co/
• Instagram: https://www.instagram.com/leafhappyco/
• Facebook: https://www.facebook.com/leafhappyco
• Linkedin: https://www.linkedin.com/in/alf/
• Twitter: https://twitter.com/leafhappyco