Welcome to the jungle 🎙️Axl Rose’s voice 

Believe it or not, I registered my first sole proprietorship while I was still in high school. Back then, I knew nothing about building a brand. Still, I understood one thing: to be perceived as a professional, I needed the proper foundation—legal registration, contracts, a polished website, business cards, and professional photos of myself.  

In my mind, that was the formula to silence imposter syndrome and conduct myself with confidence.  

When you’re starting, you have no money, but you have time. So, I got to work. I learned graphic and web design, bought a good camera, and taught myself photography—all in pursuit of crafting the right image.  

“Perception is Reality.”

The way you conduct yourself, the image you put out into the world, and every interaction you have shape the way people see you. 

We all wear different masks—one for work, another for friends, family, or out in public. The question is: How do you want to be perceived? 

It’s one thing to know the answer, but another to take action in projecting that image effectively.  

Now, I don’t claim to know it all. If I did, you’d probably find me living off the grid in Arenal Volcán, Costa Rica.  

But here’s what I do know: Every person is a unique piece of the puzzle that makes it complete. 

Picture the African Savannah—a dominant male lion stands out with its majestic mane; the cheetah is defined by its unmatched speed, the giraffe by its towering neck, and the zebra by its striking stripes. Each possesses a distinct feature that sets it apart.

Maybe you were taught that only the strong survive, and the lion—with its commanding presence—embodies that strength.

Or perhaps you value speed, drawn to the cheetah’s unmatched agility.

Maybe you wonder what the world looks like from the giraffe’s towering vantage point, finding its perspective intriguing.

Or you embrace your individuality, resonating with the zebra’s unmistakable stripes.

No matter which animal speaks to you, one truth remains: the best thing you can do is be yourself—because, as the saying goes, “everyone else is taken.”

And when you do, you’ll attract customers who see a reflection of themselves in you, your product, and your service.

J. Le Hardy
Creative Director
León Hardy Media

Durham, Chapel Hill, NC

Published 2025 06-07