Organisations need conflict to operate

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Written By Dr. Susan Izadkhasti

It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.

Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.

Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.

Dr. Susan Izadkhasti

Dr. Susan Izadkhasti is a leadership coach and consultant specialising in high-performance leadership in high-pressure, male-dominated industries, including construction, engineering, and biotech.

With a background in science and executive leadership, Susan brings a rare combination of analytical rigour, emotional intelligence, and neuroscience-informed coaching to her work. She partners with senior leaders and executive teams to strengthen decision-making, build trust, regulate pressure, and create cultures where both performance and people can thrive.

Through Engineered Life by Design™, Susan helps organisations move beyond burnout-driven productivity toward sustainable, intentional leadership — where clarity, energy, and human capability are engineered by design.

She is known for her calm, strategic approach, deep insight into complex systems, and ability to create meaningful behavioural change at the board and senior leadership level.

Susan’s work supports leaders to perform at their best — without losing themselves in the process.

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