Jung: the persona is not the self.

You build working identities — father, founder, CEO. He calls them masks. You need them to function. The danger is believing that is you.

Here's the founder + family cut of that: the shadow isn't a mood board. It's the failure mechanism.

What you won't own at home shows up as the partner you fight, the kid you can't reach, the mood that ends the evening.

What you won't own in the company shows up as the hire you resent, the customer you ghost, the product you keep "improving" instead of shipping.

Same pattern. Different room.

Meet the mask. Then meet what the mask excluded.