Discovering Your Life’s Purpose: Urina Harrell Of Vox Pop Branding On How to Align Your Goals with Your True Self
An interview with Dr. Bharat Sangani
Create space for ongoing self-discovery.
“You’re constantly evolving, so check in with yourself regularly. Make time to explore what lights you up. Your goals should grow with you.” Don’t believe me? Take a look at pictures of you from even 5 years ago. Whether it’s your hair or your outfits, there’s something that you don’t love as much as you did when you first took the photo. Give yourself the grace you need to change and or expand your mind.
Finding and living in alignment with your true purpose can be a transformative journey. Yet, many struggle to identify their life’s purpose and align their goals with it. In this series, we aim to explore how individuals discover their purpose and create a life that reflects their authentic selves, leading to greater fulfillment and success. As a part of this series, we had the pleasure of interviewing Urina Harrell.
Urina Harrell is a marketing professional with over 11 years of experience, specializing in helping startups, nonprofits, and community-based initiatives establish and grow their brands. She founded Vox Pop Branding in 2013 with a mission to enhance the effectiveness of marketing strategies and demonstrate that positive impact messaging can drive both profitability and social good. Combining her educational background in Psychology and Neuroscience from Duke University with a Master’s in Marketing from Loughborough University in the United Kingdom, Urina takes a human-centered approach to guide her clients and firm.
Urina’s expertise extends beyond marketing and branding to include consulting for affordable housing developments and homeless initiatives through community outreach and strategic communications planning. She has coordinated efforts with political stakeholders across the United States to advance community-focused communication initiatives. She has led marketing initiatives for the Los Angeles County Workforce Development, Aging, and Community Services programs.
Her diverse client base includes large-impact organizations, local businesses, and high-profile individuals like NBA player Jrue Holiday. Urina’s work has been recognized by the California Secretary of State and at the ESPY Awards. In addition to running her marketing agency, Urina is also the founder of Vox Pop Kids, an educational brand that teaches children the importance of financial literacy, business acumen, and philanthropy.
Thank you so much for your time! I know that you are a very busy person. Our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you got started?
If you’d told me during my ‘mid-collegiate crisis’ that I’d one day lead a marketing agency shaping brands through social impact, I might not have believed you. But here we are.
My name is Urina Harrell. I am the CEO and Founder of Vox Pop Branding, and my journey to entrepreneurship started with a mix of curiosity, creativity, and a deep desire to make an impact. Back in college, I experienced what I call a “mid-collegiate crisis.” While my peers chose clear paths in medicine or law, I felt drawn to something undefined but deeply meaningful.
I began listing out what I loved most and reverse-engineering what a career aligned with those passions might look like. That exercise led me to marketing, but I wanted to approach it differently. Instead of focusing on specific industries, I wanted to work with businesses as committed to creating a positive impact as I was.
Launching Vox Pop Branding was exhilarating, but like many entrepreneurs, I underestimated how quickly managing a growing business would become overwhelming. I’ll never forget one pivotal moment early on when I lost a huge client opportunity because I was too busy managing the books during tax season. That sting of regret taught me the importance of delegation, and it’s now a cornerstone of how I run my business and advise my clients.
None of us can achieve success without some help along the way. Is there a particular person that you are grateful for, who helped get you to where you are? Can you share a story?
There are many people I owe thanks to, but Dr. Makeba Wilbourn, a child development psychologist and my advisor during college, profoundly shaped the way I approach challenges. She taught me a method to confront fear and anxiety that still helps me today.
Whenever I felt overwhelmed by uncertainty or the possibility of rejection, she would guide me through imagining the absolute worst-case scenario. Then, we’d strategize solutions for each “what if.” By the end of the exercise, my fears seemed smaller and more manageable.
This advice carried me through the early years of Vox Pop Branding when rejections were common and confidence was hard to come by. I learned to see rejection not as failure but as data to improve upon. That mindset has helped me stay resilient and adaptive through the ups and downs of entrepreneurship. To this day, I embrace rejection as data rather than failure.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
- Creativity: Creativity has been my north star. Vox Pop Branding was built on the unconventional idea of choosing clients based on their values, not their industry. That outside-the-box thinking has kept us aligned with our mission and allowed us to create campaigns that stand out and inspire.
- Adaptability: When I first started, I chose an accounting software designed for freelancers. A year later, I needed to hire employees and contractors, but my software couldn’t scale. Migrating everything was a logistical nightmare. That experience taught me to think about scalability in every business decision.
- Resilience: Entrepreneurship is not for the faint of heart. Losing that big client opportunity during tax season was a tough pill to swallow, but it pushed me to restructure how I ran my business. That resilience allowed me to turn a failure into a foundation for smarter business practices.
Ok, fantastic. Let’s now turn to the crux of our interview. Was there a defining moment or experience in your life when you felt a clear sense of your purpose? How did it influence the goals you set from that point forward?
The defining moment came during college when I realized I didn’t fit into traditional career paths. While others around me were set on clear trajectories — medicine, law, finance — I felt an undeniable pull toward something less defined but deeply personal. To find my path, I created a list of things I loved: creativity, psychology, and social impact. Then, I let my imagination run wild, visualizing what a career built on those passions could look like. That exercise gave me clarity and fueled my decision to start Vox Pop Branding. My purpose became clear: to use marketing as a force for good and to help others align their goals with their true selves.
Since that day, my mission has been to return humanity to the world of business, making it not only more popular but also more profitable to market brands with positive messaging at their core. It’s about showing that ethical and purpose-driven strategies aren’t just good for the soul — they’re good for the bottom line too.
This philosophy has become my compass, especially when faced with tough decisions. There have been moments where I’ve been tempted by lucrative opportunities that didn’t quite align with my values. It’s easy to rationalize taking those opportunities — they offer financial growth or industry recognition — but every time I’ve paused and reflected, I’ve come back to my purpose.
I remind myself of how far this little idea of creating a social impact-focused marketing agency has brought me. The sleepless nights, the missed opportunities, the challenges I’ve overcome — all of it was worth it because it allowed me to stay true to my core beliefs. Today, every goal I set is filtered through that lens of alignment. If it doesn’t align with my mission to uplift, inspire, and create meaningful impact, then it simply doesn’t make the cut.
This isn’t always the easiest path, but it’s the one that feels most authentic to me. It’s a constant reminder that success isn’t just about what you achieve but how you achieve it — and who you become along the way.
What practical steps can someone take to begin uncovering their life’s purpose if they feel lost or unsure about their direction?
- List your passions: Write down the activities or causes that light you up. This is your blueprint for purpose-driven goals. This is the time not to think realistically but to really explore the things you truly love. If you love singing, write it down. Don’t restrict yourself during step 1 based on your ideas of what you can do. At this stage, I need you to dream without limitations.
- Think outside the box: Your purpose doesn’t need to fit a traditional mold. Dream big and be open to unique paths. If you don’t feel like you have enough knowledge about the world to imagine new, unpopular careers, you have quite a few tools at your disposal. You can interview and ask folks in the industries you’re interested in exploring. You’ll be surprised at how many people can’t wait to tell you more about their obscure or unconventional jobs. You can also stay behind the comfort of your phone or computer and tell AI systems like Chat GPT or EDEN AI the list of things you love and ask it to come up with some ideas of what your career can be. The findings may just surprise you.
- Embrace trial and error: Treat each experience as an experiment to refine your understanding of what fulfills you. It’s a trite yet true statement that you learn more from your mistakes than you do from your successes. When you have an idea, it’s a hypothesis, and everything you do from that point in support of that idea is to better understand if it works and in what situations it works best. If you think you want to be a chef, go try cooking classes. Pay attention to the things about that experience that you enjoy and those you don’t. Maybe you don’t actually want to be a chef, but you enjoy the food, so instead, you want to be a food critic or a food photographer. You won’t know until you have enough data (experiences) to figure it out.
- Create space for reflection: In the hustle and bustle of life, it’s easy to lose touch with your true self. Create space to pause, reflect, and recalibrate regularly.” For me, Mondays and Fridays are sacred — no meetings, minimal external influences, and a set time to check in with myself and my agency. This consistent time for reflection allows me to identify what’s working, what needs adjustment, and where my energy is best spent. Even if you don’t have entire days, carving out a consistent hour each week to ask yourself honest questions can work wonders in aligning your goals with your true self.
- Silence external noise: In a world full of opinions, tuning out the noise can be revolutionary. Early in my career, I had mentors who told me I was “too creative” and should pursue more “stable” corporate roles. Their advice came from a well-meaning place, but it didn’t align with the vision I had for my life. It’s important to distinguish between feedback that aligns with your purpose and noise that doesn’t. This skill has helped me stay on track even when my goals seemed unconventional to others. When you’re clear about your inner calling, you can let go of societal expectations and follow the path that’s meant for you.
How do you differentiate between external pressures — like societal expectations — and the inner calling that aligns with your true self?
I remind myself that it’s my life. When I first shared my vision for Vox Pop Branding, an advisor suggested I take a corporate job and give back through volunteering. While their advice came from a good place, I knew it didn’t align with my true self. Following my inner calling required courage, but it’s been far more fulfilling than taking the “safe” path.
Can you share an example of a time when you adjusted or abandoned a goal because it no longer aligned with your deeper sense of purpose? What did you learn from that experience?
In the early years of my agency, I worked with clients who didn’t fully align with my mission to create positive impact campaigns. While the work was financially beneficial, it didn’t feel authentic. I eventually shifted to exclusively working with purpose-driven businesses. This decision brought clarity, fulfillment, and a stronger sense of alignment with my values.
What advice would you give to people trying to pursue their purpose while managing the demands of day-to-day life, such as work, family, and other responsibilities?
Start small and build consistency. Purpose-driven work doesn’t require drastic changes overnight. Carve out time for activities that align with your purpose, even if it’s just 15 minutes a day. Delegate tasks where possible, and remind yourself that progress, no matter how small, is still progress.
What are “5 Ways to Align Your Goals With Your True Self”?
- Create a list of things you LOVE.
Make a list of things you love doing, and reverse-engineer your life around those passions. This is YOUR blueprint for success! As a sophomore in college, I had what I like to call a mid-collegiate crisis. All my friends knew they wanted to be doctors, lawyers, engineers, or work on Wall Street. All I knew was that I loved painting and creativity, enjoyed psychology, had a gift for strategy, and a passion for creating positive social impact. I took that information and started visualizing what that career would be like. This pointed me in the direction of marketing, but there were some details that needed to be sorted, bringing me to #2. - Think outside the box.
“Not every dream fits into a ‘tried-and-true’ career. Your goals might be something totally unique — and that’s okay. Think BIGGER.” While marketing is definitely not a new concept, the idea of creating an agency that chooses its clients based on their willingness to implement positive impact messaging in campaigns was new. Most agencies and experts tell you to pick an industry or vertical and start there. We chose something a little different, and 11 years later, it still seems to be working out. To align your goals with your true self, you will have to think outside the box.
3. Build with scale in mind.
Whatever you’re building — a career, a business, or a life — consider how it can grow with you. Plan for the future, not just today.” When I started my agency, I chose an accounting software for the self-employed. I chose it based on price and the fact that I had no employees. Within a year and a half, I had to change providers because now I needed to pay contractors, I was looking to hire my first employee, and the software I chose did not have room for me to grow. It was a headache migrating all the transactions, etc., and I wished I had chosen something affordable yet scalable. When thinking about aligning your future and goals with your true self, think about what you want now and be sure to dream big enough to leave room for growth.
4. Create space for ongoing self-discovery.
“You’re constantly evolving, so check in with yourself regularly. Make time to explore what lights you up. Your goals should grow with you.” Don’t believe me? Take a look at pictures of you from even 5 years ago. Whether it’s your hair or your outfits, there’s something that you don’t love as much as you did when you first took the photo. Give yourself the grace you need to change and or expand your mind.
5. Focus on what YOU want, not what others expect.
“This one’s BIG: Forget the noise! Set goals based on what YOU truly want — not what others think you should do. It’s YOUR life!” When I first told one of my advisors what I wanted to do with my agency, they told me to just get a corporate job and give back. While I loved them dearly, I knew that the life described didn’t align with my true self, and if I wanted to be happy, I couldn’t play it safe. I needed to create a world that aligned with my true self.
What advice would you give to people trying to pursue their purpose while managing the demands of day-to-day life, such as work, family, and other responsibilities?
Pursuing your purpose while juggling work, family, and life’s endless to-do list can feel like trying to balance on a unicycle… on a tightrope… in heels. But let me tell you, loved ones: it’s possible, and you don’t have to sacrifice yourself in the process.
So here’s what you can do: Write down three things that make you light up, three things that you would do even if you won the lottery and never had to work another day in your and then imagine a life where those things are your job description. That’s your starting point.
Once you have a list of seemingly unrelated things that excite you and examples of what those jobs can look like, you want to start imagining where those people may be. For example if you really enjoy watching movies and cooking. Think about where chefs may hang out and explore what roles exist in the production and movie world. You may just discover that there is a role where your entire job is to watch cooking shows and rate them based on their quality.
Third, get real about your time. Put it on a calendar. I have a rule, if it’s not on my calendar there’s a strong possibility that it won’t happen. Life has a way of stealing your hours if you don’t protect them. Schedule time for your purpose like you would a meeting with your favorite star — it’s non-negotiable. Even if it’s just 30 minutes a day, consistent steps lead to big strides.
Fourth, make peace with the pivot. The only constant in life is change. So you have to lean into it! Some days, you’ll kill it at work, others, you’ll be a family superstar. And on some days, let’s be honest, just getting out of bed is an accomplishment. Purpose isn’t a destination; it’s a journey. Be gentle with yourself as you figure it out.
Fifth, delegate and say no with style. I have a saying, “Everything isn’t your ministry.” You can’t do it all, and guess what? You’re not supposed to. Ask for help, outsource the things that drain you, and gracefully decline anything that doesn’t align with your goals.
Lastly, find joy in the little wins. Celebrate everything, even the small stuff. Did you spend 15 minutes on your passion today? Pop a metaphorical bottle of champagne! Purpose isn’t just in the big milestones — it’s in the daily moments that remind you of who you are.
Aligning your goals with your true self isn’t just about career or success — it’s about creating a life that reflects your values and passions. It’s not always easy, but it’s deeply fulfilling. Take small, intentional steps every day, and trust the process. When your goals align with who you are, you’re not just working toward success — you’re building a life you’re proud of.
So, plan fiercely, create time and position yourself towards your goals, pivot gracefully, protect your energy like it’s your edge, and dance in the joy of it all. Pursuing your purpose is less about perfection and more about showing up as your beautifully imperfect self every day.
How can our readers further follow your work?
Thank you so much for allowing me to share my journey and insights. I hope these ideas inspire you to start aligning your goals with your true self. If you’d like to connect, learn more about my work, or explore resources for purpose-driven marketing, visit Vox Pop Branding or follow me on Linkedin or Instagram. Let’s create something meaningful together!
Thank you so much for sharing these important insights. We wish you continued success and good health!
About The Interviewer: Dr. Bharat Sangani is a cardiologist and entrepreneur with over 35 years of experience, practicing in Gulfport, Mississippi, and Dallas, Texas. Board-certified in Internal Medicine and Cardiology, he specializes in diagnosing, treating, and preventing cardiovascular diseases, including heart disease and hypertension. In 1999, Dr. Sangani founded Encore Enterprises, a national real estate investment firm. Under his leadership, the company has executed transactions exceeding $2 billion, with a portfolio spanning residential, retail, hotel, and office developments. Known for his emphasis on integrity and fairness, Dr. Sangani has built Encore into a major player in the commercial real estate sector. Blending his medical and business expertise, Dr. Sangani created the Life is a Business mentorship program. The initiative offers guidance on achieving balance in health, wealth, and relationships, helping participants align personal and professional goals. Now based in Dallas, Texas, Dr. Sangani continues to practice cardiology while leading Encore Enterprises and mentoring others. His career reflects a unique blend of medical expertise, entrepreneurial spirit, and dedication to helping others thrive.
Discovering Your Life’s Purpose: Urina Harrell Of Vox Pop Branding On How to Align Your Goals with… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.