Identity Lags Reality

In 1999, Jeff Bezos was worth ten billion dollars and drove a 1996 Honda Accord.
When a journalist from 60 Minutes asked him about it, he tapped the steering wheel and said, "This is a perfectly good car."

It was a good car, and nothing to be ashamed of. His driving that car tells a story about who he thought he was. But he doesn't drive an Accord now. You could park a hundred Accords on his megayacht.

Identity always lags reality.

When you are in the throes of building something real, reality moves first. Product improves as the company matures. You are still driving the old car, but it's only a matter of time before you realize the car you drive does not reflect the person you have become, it long hasn't.

Eventually, you look up and feel the gap. You are running a serious company with a brand built for a much younger, less experienced company.

This is to be expected. This is part of the process. Don't panic and buy someone else's costume. Every great company eventually becomes itself. The work is simply letting your identity reflect the truth and minimizing the time delay between realized growth and your brand's identity.