I'm fascinated with the intersection between technology and culture, the way social media is fuelling our addictions to our phones, the influence it has over our society, and what this means for the way we communicate and identify with ourselves and others. But my particular interest is how this affects the personal brands, founders and business owners of society, those who need to be active on social channels to market themselves or their brand, and don't have the luxury of logging off as frequently. My passion comes from a deep understanding of both the benefits and negatives of social media, and a drive to help business owners use something that is here to stay in a positive way. I started exploring the concept of digital minimalism some years ago, and saw it as a practical way to navigate today's world and all its distractions. My work uses the principles of digital minimalism with an adapted framework for businesses, and proven strategies in digital wellbeing. In the age of ever-increasing visibility for personal brands, we need to be aware of the impact of this visibility on our mental wellbeing. That's why I'm an advocate for personal brands and business owners who want to market their brand successfully, but be able to switch off from the digital world when they want to.