In this episode, Michael Dargie connects with Beatrice Gutknecht, a brand strategist, former hotel manager, and founder of Badass Reby B. Now based in Valencia, Spain after a decade in Myanmar—including living through a military coup—Beatrice is helping people badass their brands by doing the exact opposite of what the world expects.

This episode is sponsored by my new book BRANDJITSU, helping you find, shape, and share your story with the world.

Beatrice opens up about the personal journey that shaped her, from a precocious kid who made fake ad jingles to losing both parents and rediscovering her voice. She shares the pivotal moment that led her to say “yes” to discomfort and finally stop waiting for permission. She created a tool that diagnoses brand problems and gives businesses a clear path to improvement—and she’s giving it away for free.

We talk about her favourite brunch spots, obsession with dark chocolate, passion for questioning industry norms, and the global experiences that shaped her approach to business and life. Beatrice even shares how her human design type helped her embrace the way she processes decisions (hint: talking is everything).

Whether you’re building a brand or figuring out who the hell you are, this episode is a refreshing and rebellious reminder to stop blending in and start showing up.

Quotable Quotes

“Pushing back against the norms will only help you. It won’t detract from you.” – Beatrice Gutknecht

“Do I even have a voice? That’s how deep under the mud I was.” – Beatrice Gutknecht

“You’re not going to be persecuted for doing things differently.” – Beatrice Gutknecht

“Question the shoulds.” – Beatrice Gutknecht

“This was freaking amazeballs.” – Beatrice Gutknecht

“Just show the tree your pancakes.” – Michael Dargie

Episode Highlights

Valencia Life | Beatrice shares why she chose Spain

Free Branding Tool | A prescription for brand problems

Operations-Led Branding | Her unique approach to strategy

Origin Story | From hotel manager to real estate to rebel

Losing Her Voice | How school, culture, and loss silenced her

Getting Uncomfortable | Why saying yes changed everything

Leaving Myanmar | Surviving a coup and starting over

Dark Chocolate & Brunch | Guilty pleasures and Sunday rituals

Branding Truth | Stop copying your industry, look elsewhere

Rebel Advice | “Question the shoulds”

Favourite Place | Valencia vs Myanmar vs Florence

Pet Pirate Dreams | Parrots, pirates, and planning

Human Design | Projector mode: talk first, think after

Maple Syrup | Field trips, taps, and Canadian trees

LINKS FROM EPISODE

Badassery by B (https://www.youtube.com/@badasserybyb)

Beatrice on LinkedIn (https://www.linkedin.com/in/beatricegutknecht/)

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"BrandJitsu™: Move Your Brand From 'Meh' To Memorable"
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