How cancelling my first business and facing burnout led to an identity reset and the birth of the Identity Project

I wanted three things: a loving relationship, a thriving business, and the freedom to travel. I had them. Yet I felt empty. Not numb. I felt plenty. Still, not what I expected to feel when I’d so-called “made it”.

“To see a change, we must make a change,” I heard myself say.
“To know what to change, we must understand what’s not working,” I snapped back.

I loved my work, but I hated working around the clock.
I liked being appreciated, but I resented clients’ dependency.
Over time, I grew tired of pretending I was fine.
And I was angry at myself for letting work consume me, again.

After burnout, the drive never fully returned. It wasn’t a bad day, the rain, or lack of sleep. I’d outplayed a level. I was stuck somewhere that no longer suited me. I’d outgrown what I thought was my life’s work. 

There was no one to blame. Nothing to fix. I was in transition. And it terrified me.

 

For years, I told myself exhaustion was the price of business. Consistency would pay off. One more push and I’d finally feel enough. It never did.

Slowly, I realised I hadn’t built freedom. I’d built a cage.

Deep down, I knew I’d outgrown a chapter. But first, I blamed everything else. The moon. My cycle. “A phase.” Anything to avoid the truth. After all, the familiar feels safe, even when we know it’s breaking us.

 

Starting a new chapter is unpredictable. It means losing people, shedding identities, and feeling like a child again. Small, unsteady, surrounded by too many options and external noise. 

I knew I’d have to turn inwards eventually. At the time, I just wasn’t ready yet.

Meanwhile, the performance culture around me cheered me on to keep going. I listened, even when my body was done. Surrender felt like failure. In the end, ignoring it became unbearable.

So I stopped. I cancelled my life’s work.

No back-up plan. No steady income. I had no idea who the fuck I was without my business. Still, I decided to stop looking for answers in the same old places. To trust that endings lead to beginnings. Even if those, too, will change.

 

Transitions don’t wait until you’re ready. They break your heart, then dare you to rebuild. 

I entered the messy in-between. It wasn’t just a business transition; it was an identity reset. Grieving who I thought I was. What I’d built and what I believed mattered. When the familiar labels and routines fell away, I was left facing the question I’d dodged for years: Who am I without all this?

I tried to fix it. Cried. Raged. Mostly, I stayed with the uncertainty. In the end, change begins with space. Not answers. Not action. Space. A pause to process.

Heartbreak has a way of forcing clarity. And in that space I finally understood this:

• Success at the cost of yourself is failure, even if it looks good on paper.
• Authenticity isn’t copying others’ ways and pretending they’re your own.
• Autonomy isn’t doing what you’re told and calling it a choice.
• Clarity doesn’t arrive while you’re sprinting. It meets you when you stop running and face what you’d rather avoid.

 

I started asking harder questions: What do I really stand for? How do I want to live, share, and show up? What actually matters?

I wrote. Reflected. Rethought how I live and create. I invested in my education. Completed coaching psychology. And began writing a book. I rebuilt from the ground up. The kind of rebuild I wish more of us allowed.

The Identity Project was born from that identity reset. A space that rebels against performance culture. A place to reset your direction, reconnect to what matters, and rebuild life and business on your terms.

It exists to help you step out of outdated roles. Deprogramme inherited beliefs. And unlearn habits that no longer serve.

You won’t find your tenth mindfulness hack here. You’ll find space to return to your core and answer the simplest questions: Who am I? What do I want? What actually matters?

 

Reconnect, Reset, Rebuild

The Identity Project is for the stuck and tired who want their clarity, energy, and direction back. You’ll find stories, tools, and coaching to help you reset and stay true to what matters to you.

If you’ve ever felt torn between what you built and what you actually want, you’ll recognise yourself here.

Want to rebuild your life and business? Apply for coaching here.

And tell me: what parts of your current life feel like a cage?
Email me at annemiek@identityproject.online. I read and reply to every message personally.