![](https://www.underconsideration.com/brandnewconference/video/wp-content/uploads/2023/10/Speakers_A5_Jo_Roca.jpg)
An introspection into what it means to be an outsider, an immigrant, (an invader?), in life and in business and how that feeling of inadequacy lead to a deeper understanding of place branding: that a place is made every day and that its success lies in societal change first and foremost, not its brand. PREVIEW