What makes something unforgettable in a world of noise? This talk explores the art of building meaning—beyond marketing, beyond metrics. It’s a reflection on the power of authenticity and purpose in shaping identities that resonate. Through the highs, lows, and the uncertain middle of entrepreneurial pursuit, we uncover how real impact often begins where clarity meets courage. Shubhagata Mittal is a creative entrepreneur, brand consultant, and the founder of Artemedy—a design studio that has worked with over 200 brands to build distinctive identities and market presence. A postgraduate from the London College of Fashion with a degree in Entrepreneurship & Innovation, she blends business insight with a strong design sensibility to craft brands that are both strategic and soulful. She also hosts Shubhagata Talks Biz, where top entrepreneurs share the raw, real version of their success stories. Her own path—from a classroom topper to a design thinker to a startup founder—is shaped by the quiet, in-between moments that often go unnoticed but change everything. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx