Embracing Change: A Personal Journey in Leadership and Life

0:03Welcome to the Brand Alchemist podcast, where we uncover the magic and mystery of how some of the world's most sought after and newest brands were started and continue to evolve. I'm your host, Taja Dockendorf, founder and creative director of Pulp & Wire, a CPG branding, marketing and launch agency. I'm also an investor in emerging brands and own a few of my own as well. Over the last 18 years, I have worked with, created for, and grown hundreds of companies in the CPG space, like Ryan's Snacks, Allagash Brewing, Ocean Spray, Petco, and many more. Now, here's today's episode.

0:43Welcome back to the Brand Alchemist podcast. I'm your host, Taja Doppendorf. What you're about to hear is a little different. I recorded this episode over a year ago, not with the intention of actually even releasing it, but as a way to process a moment of reflection and change that was happening in my life. It was cathartic, raw, personal, a bit chaotic. And at the time, it felt more like a conversation with myself, a way to make sense of some of the shifts that were happening around me. Over the past 18 months, I've quietly rebuilt and reimagined so much. My business, my home, my presence as a mother and a creative.

1:17of the words you're going to hear are honestly the seeds of that evolution. They shaped the decisions I made, both personal and business behind the scenes in a quiet, when no one was asking for answers or outcomes kind of way. I'm sharing it now, but softly and quietly without fanfare, because I believe it's the alchemy of transformation that deserves space. I talk a lot on this podcast about the magic behind brand building, what it looks like, and self-building is just another piece of that. It's messy and it's in the middle and it's where you find clarity and growth and it's where big reveals can happen.

1:53So if you're listening today, thank you for being here in these honest moments, the ones that show how creativity, leadership, and personal truth all get intertwined. Let's get into it. As the founder of Pulp and Wire, I've always prided myself on embracing change, encouraging my team to push boundaries, take risks, and explore new ideas. I've written multiple articles about it, but in 2024 and 2025 to date, this has been a stark reminder that change isn't just something we preach. It's something we must live, even when it feels overwhelming. This realization hit home when my family made a major decision, relocating my daughter from Maine to Florida so that she could attend a high school that would allow her to pursue her dreams in ways that weren't possible back home.

2:41At the same time, my son remained in Maine to finish his senior year. A decision that felt like the path of least resistance for him, but as a mother and as a family, the choice was clear. It was going to be tough, but we needed to divide and conquer. But as a business owner, with my family office now 1 ,300 miles apart, it meant embracing disruption and uncertainty on a level I hadn't fully anticipated. Change rarely waits for the perfect moment. It arrives unannounced, messy, and often requires you to lean into your support network, family, and team. I had to trust the process, even when it felt chaotic.

3:15Juggling a split household, leading my business, navigating an entirely new rhythm of life. So I made a choice. I didn't take a break from work. I took a break from the noise. No articles, no podcasts, a reduced presence on social media. Instead, I focused on what truly mattered. my family, my team, and the core of what we need to do as a business to move forward. It wasn't about stepping away. It was about stepping into change with full clarity, making sure I was present in the ways that mattered most. We often hold ourselves to impossible standards, always being present, always on, always available.

3:49But stepping back from the constant pace doesn't mean losing momentum. Sometimes it's the very thing that allows you to recalibrate, refocus, and move forward with intention. So here are the five

3:59Taja Dockendorf:biggest lessons I'm carrying with me into the rest of the year and into 2026. One, growth isn't solely financial. 2024 and 2025, it's been a tough year for business. There, I said it. It wasn't the rise of previous past years. We weren't growing 30 % and it forced me to rethink what success looked like. Growth, I realized, isn't always about revenue or expansion that I had gotten used to. It's about resilience, creativity, and investing in the people who make the business thrive. When the market shifts, when clients tighten budgets, when projects slow down, you have two choices, panic or pivot.

4:42And I chose the latter. We focused on refining our internal process, strengthening our client relationships, and doubling down on what makes us different. Instead of chasing numbers, we tightened the ship, dug deep, and found ways to cut overhead and simultaneously bolster team development. And part of that pivot meant reimagining what our workspace looked like. After 17 plus years in a traditional, somewhat rambling office, we made the decision to move. But instead of replacing an old school overstuffed office model, we built something different. Something that genuinely serves who we are today, post-COVID, and moving into who we want to be in the future.

5:24We just didn't need an oversized rigid space with a necessary overhead. What we needed was a hub, a place of collaboration, connection, and creativity. A space that gives us flexibility without the weight of corporate structure that no longer defines us. And the result? It's been amazing. It's not about where we work. It's about how we work. Reducing costs while creating a workspace that fosters innovation and agility has been one of the best decisions we've made. But here's what I learned. The work you do in the quiet moments, the unseen growth is often the most valuable because when the market rebounds, and it always does, the businesses that invested in their people, their culture, and their creative depth will be the ones to emerge stronger than before.

6:06I won't lie, watching revenue dip wasn't fun,

6:09Taja Dockendorf:but watching my team step up, adapt, and innovate, that was everything. Two, don't stay where you're not valued. the past year reinforced a simple but powerful lesson. If a space, a relationship, or an institution doesn't align with your values, leave. For years, we were part of a community for our kids that no longer aligned with who we are and what we believed in. It became clear that despite our efforts, we were no longer welcome in the room, or at least we were only welcome if we stayed silent and played along, and that's not who we are. Walking away from something familiar is hard. There's a comfort in the known, even when it's not serving you, But when you step away, when you choose yourself, your family, and your values over comfort, something incredible happens.

6:54You make space for something better. Leaving was the right choice, even though it was painful. It reminded me that no opportunity, no institution, no relationship is worth sacrificing your integrity. If you find yourself constantly fighting to be heard, constantly feeling like you have to prove your worth in spaces that don't appreciate it, walk away.

7:14Taja Dockendorf:There is always another room where you will be valued. find that one. Number three, trust the process. You can't F up what's meant for you. The last year taught me that fighting against change is exhausting and pointless. Some things are meant for you and some things aren't. And no matter of effort, planning or control will change that. This year forced me to let go of expectations, of plans that didn't pan out, of the idea that I had everything figured out at all times. Instead, I leaned into the unknown. It's not easy to trust the process when you're in the middle of a storm, when things aren't going according to plan, when doors close unexpectedly, when the path ahead is unclear, it's tempting to grasp for control.

8:02But here's the truth. Every hard moment, every closed door, every setback is leading you somewhere. Sometimes that somewhere is better than you ever imagined. Moving my daughter to Florida was terrifying. Leaving behind what was familiar, taking risks in business, letting go of what no longer aligned. It all felt like jumping without a parachute. But now on the other side, I see the bigger picture. I see how those challenges forced me to grow, to adapt, and to open myself up to new opportunities. The past only holds power if you let it. What's ahead? That's where the magic happens. Number four, I'm a terrible ass kisser.

8:39I'm proud of it. Last year at this time reinforced something I've always known, but hadn't had to confront so directly. Not everyone values honesty and not every space rewards hard work over appearances. And that's okay. I've never been one to play politics, stroke egos, or say what people want to hear just to get ahead. I've built a business and a life on authenticity, on showing up, doing the work, and letting the results speak for themselves. But in this past year and in 2024, I found myself in situations where that approach wasn't always welcome. Too many people expect validation without effort.

9:16Too many avoid hard conversations, dodge accountability, and assume that just being present is enough. And when you're someone who leads with integrity, you quickly learn that certain environments reward flattery over substance. And that realization hit me harder than ever before. I saw it in business. I saw it in spaces I once trusted. I saw it happen to my kids. They are direct, honest, hardworking. They don't play the game of empty rewards. And they certainly don't cater to those who demand admiration without merit. 2024, at this time, I watched them navigate situations where their honesty wasn't valued.

9:52Where speaking up was punished rather than appreciated. Seeing that firsthand made me reflect on how often adults, not just kids, face the same thing. At first, I questioned, should I change my approach, soften my stance, play the game just a little? But then I remembered, that's not who I am. And more importantly, that's not who I want to be. And that's not who I want my kids to be either. So instead of trying to fit into rooms that didn't value honesty, we chose to leave them. I stopped giving energy to spaces that rewarded surface level charm over real contributions. I doubled down on the people and environments that challenged and support and inspire me.

10:30The last year taught me that not everyone's going to like you. Not everyone will respect your honesty. And that's okay. Because when you stay true to yourself, the right people, the ones who value integrity over empty praise will always find you. Five, invest in your family because you can't take it with you when you die. At the end of the day, the most valuable thing we have is time and how we spend it matters. This year forced me to reassess priorities and ask myself, what truly matters? The answer wasn't more meetings, more revenue, more hustle. It was more moments with my kids, with my husband, with my family, and with my team.

11:08Taking risks, embracing change, trusting the process is all part of the journey. But the most important lesson, none of it matters if you don't take the time to live it. You can't take it with you when you go. The money, the accolades, the titles, but the memories, the people, the experiences,

11:25Taja Dockendorf:That's everything. So take the risk. Step into the unknown. Trust that what's meant for you won't miss you. And most of all, invest in the people who matter. And that's how you build a life worth living. Looking ahead into 2025, the rest of the year, and into 2026, and all of these lessons I learned in 2024, it was about change. This year is about momentum and taking these lessons and turning them into action. That said, I don't know exactly what's next, but I know this. I am ready for it. Thank you for joining me on this special episode of Embracing Change. If there's one thing I've learned, it's that change doesn't ask for permission.

12:08It demands presence. Whether you're leading a team, raising a family, or simply figuring out your next step. I hope this conversation reminded you that resilience isn't found in perfection. It's found in showing up, choosing what matters, and trusting the path. Until next time, stay bold, stay honest, and embrace the change.

12:30Thanks for listening to the Brand Alchemist podcast. See you again soon, and be sure to hit subscribe to get updates on all future episodes.