Ep 6/12 || Life post Yuppiechef, Luck and Strategy with Andrew Smith
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In this heartfelt and insight-rich conversation, I sat down with my friend and mentor Andrew Smith, co-founder of YuppieChef and now co-creator of Brave Hardy. From the early days of web design to building one of South Africa's most beloved kitchenware brands, Andrew shared his journey of entrepreneurship, vulnerability, resilience, and the art of “staying in the game.” Whether you’re a founder navigating uncertainty or someone in transition, this episode is packed with lessons on strategy, partnership, and purpose.
Timestamps
00:00 – 03:05 Welcome and introduction to Andrew Smith’s path through strategy, creativity, and burnout.
03:06 – 06:22 Childhood roles and emotional survival strategies—learning to be "the helpful one."
06:23 – 10:44 Anxiety and burnout during his time at Yuppiechef: the moment his body said “no” to high performance.
10:45 – 15:20 Leaving Yuppiechef and the identity crisis that followed. The grief of losing professional purpose.
15:21 – 20:34 Adjusting to life outside a known brand and role. What happens when you’re no longer “the Yuppiechef guy.”
20:35 – 26:12 Unlearning the need to perform for approval and validation—inside and outside the workplace.
26:13 – 32:00 Practicing emotional honesty, discomfort, and not rushing to fix things.
32:01 – 37:26 The liminal space after leaving Yuppiechef: identity shifts, awkward pauses, and not having a plan.
37:27 – 43:10 Writing as a healing tool. Reclaiming voice after stepping away from branded storytelling.
43:11 – 48:19 Building new rhythms of work—especially when you’re no longer on someone else's clock.
48:20 – 54:00 Redefining ambition in the wake of burnout: what goals matter now?
54:01 – 59:35 Navigating masculinity and internalized narratives about being useful, successful, and strong.
59:36 – 1:06:09 Letting go of usefulness: the slow detachment from career-shaped identity.
1:06:10 – 1:11:23 Recognizing old instincts—especially the reflex to prove value or fix things in conversations.
1:11:24 – 1:17:05 Reclaiming creative desire: the difference between generative curiosity and hustle.
1:17:06 – 1:21:40 Holding space for grief and tenderness. Accepting that rest doesn’t always feel good at first.
1:21:41 – 1:26:03 Creating from presence—not productivity. Imagining a different relationship with work.
1:26:04 – 1:30:09 Closing reflections: what the fog has taught him, and what he hopes others will allow themselves to feel.
Find Andrew on LinkedIn https://www.linkedin.com/in/agsmith/
Brave Hardy: https://bravehardy.com
More about me on https://thisispierre.co
#entrepreneurship #founders #strategy
Timestamps
00:00 – 03:05 Welcome and introduction to Andrew Smith’s path through strategy, creativity, and burnout.
03:06 – 06:22 Childhood roles and emotional survival strategies—learning to be "the helpful one."
06:23 – 10:44 Anxiety and burnout during his time at Yuppiechef: the moment his body said “no” to high performance.
10:45 – 15:20 Leaving Yuppiechef and the identity crisis that followed. The grief of losing professional purpose.
15:21 – 20:34 Adjusting to life outside a known brand and role. What happens when you’re no longer “the Yuppiechef guy.”
20:35 – 26:12 Unlearning the need to perform for approval and validation—inside and outside the workplace.
26:13 – 32:00 Practicing emotional honesty, discomfort, and not rushing to fix things.
32:01 – 37:26 The liminal space after leaving Yuppiechef: identity shifts, awkward pauses, and not having a plan.
37:27 – 43:10 Writing as a healing tool. Reclaiming voice after stepping away from branded storytelling.
43:11 – 48:19 Building new rhythms of work—especially when you’re no longer on someone else's clock.
48:20 – 54:00 Redefining ambition in the wake of burnout: what goals matter now?
54:01 – 59:35 Navigating masculinity and internalized narratives about being useful, successful, and strong.
59:36 – 1:06:09 Letting go of usefulness: the slow detachment from career-shaped identity.
1:06:10 – 1:11:23 Recognizing old instincts—especially the reflex to prove value or fix things in conversations.
1:11:24 – 1:17:05 Reclaiming creative desire: the difference between generative curiosity and hustle.
1:17:06 – 1:21:40 Holding space for grief and tenderness. Accepting that rest doesn’t always feel good at first.
1:21:41 – 1:26:03 Creating from presence—not productivity. Imagining a different relationship with work.
1:26:04 – 1:30:09 Closing reflections: what the fog has taught him, and what he hopes others will allow themselves to feel.
Find Andrew on LinkedIn https://www.linkedin.com/in/agsmith/
Brave Hardy: https://bravehardy.com
More about me on https://thisispierre.co
#entrepreneurship #founders #strategy
