What Happens When Founders and Investors Stop Pitching and Start Listening

Some rooms don’t come with fanfare or flashing signs. But once you step inside, you know this is where the future is being built. The recent YorkSeed London Expert Session was exactly that kind of space, an unassuming yet transformative gathering where founders, investors, and operators came together to unlock new chapters for their ventures.

It was a precise moment designed to spark the kind of growth that only comes from hearing what no one else is saying and by people who’ve actually lived it.

If you’re a founder, an investor, or someone orbiting the startup universe looking for clarity, connection, or courage, this blogpost is your signal.

---

About Yorkseed

YorkSeed is a global community-driven platform that brings founders, investors, and operators together to accelerate startup growth through meaningful connection and lived experience. 

With over 10,000 members across 30+ city hubs, YorkSeed was founded by Jessica Sophia Wong to bridge the gap between early-stage ambition and expert insight.

The YorkSeed London Expert Session is a prime example of its mission in action, a curated space where early-stage founders gain direct access to battle-tested entrepreneurs, angel investors, and VCs

---

Meet the Hosts

Our CEO, Sydney Sam and Jessica Sophia Wong led a focused discussion on Brand. Purpose. Revenue; breaking down how early-stage founders can align their identity, mission, and market approach to drive meaningful, sustainable growth.

---

Inside the YorkSeed London Expert Session: Where Brand Meets Purpose and Growth

In a world crowded with webinars and networking mixers, YorkSeed’s Expert Sessions have earned a reputation for doing things differently. This session was a living room of peers, a place where every voice mattered and every story was heard.

Here’s what sets this apart:

• Brand Is Perception: Your Story Is Your Superpower

  Sydney opened with a clear reminder: your brand isn’t your logo or website. It’s the perception people carry when you’re not in the room. Everything from your journey and your "why" to how you show up in customer conversations shapes that perception.

  
  

  Key takeaway: Be deliberate about the story you tell. It should reflect your origin, your mission, and the emotional core of what you’re building. A clear, authentic narrative is one of your most powerful growth tools.

  
  

• Use the StoryBrand Framework to Clarify Your Message

  Drawing on the StoryBrand framework, a structure rooted in Hollywood storytelling. Sydney highlighted the importance of positioning your customer as the hero, and your brand as the guide.

  
  

  Just like in a movie, the hero faces a challenge, goes on a journey, and meets a guide who helps them succeed (or not). Your job as a startup is to be that guide.

  
  

  This structure simplifies your messaging and makes it more emotionally compelling. When customers see themselves in your story, they listen.

  
  

---

The future is built in conversations like these

For early-stage founders, aligning brand, purpose, and revenue is foundational. Sydney’s approach cuts through the noise with clarity, empathy, and strategy.

Your story is the blueprint for how you build, grow, and connect with the world. Tell it well and let it lead.

---

Never miss a story.

Get insights, tips, and behind-the-scenes updates from the Workspace Global team straight to your inbox.

Subscribe to our newsletter and stay ahead in design, strategy, and all things creative.

SUBSCRIBE