Entrepreneurs don’t just need more time. They need more space.
Not just physical space — but the mental and emotional breathing room to think, connect, and recharge.
This is where the idea of the third space comes in.
What is a Third Space?
Sociologists define it as the social surroundings separate from home (first space) and work (second space). Think coffee houses, co-working lounges, parks, and dinner gatherings.
For entrepreneurs, third spaces are more than venues—they're vital environments for:
• Connection (without an agenda)
• Idea sharing (without the pressure to perform)
• Perspective shifts (outside of the echo chamber)
• Community and belonging (especially in isolating times)
Why now More than Ever?
AI is accelerating industries. Remote work has blurred lines. Founders are expected to be "always on" and hyper-visible.
But relentless output doesn't create breakthroughs. Conversations do. New ideas do. Unplanned collaborations do.
Third spaces foster what boardrooms can't: serendipity.
A casual dinner with peers can spark a new product idea. A walk-and-talk with another founder can unlock a stuck problem. Being around other ambitious-yet-human leaders reminds us that we're not alone in the rollercoaster of building something from nothing.
Intentionality Matters.
Not all spaces become third spaces organically. They must be:
• Curated (aligned values, shared mindsets)
• Safe (judgment-free and non-transactional)
• Regular (relationships deepen over time)
I've attended over 500+ events in the past 5 years and most networking events aren’t built for Founders and CEOs.
The room is often filled with fakes and transactional networkers hoping to get something from the interaction. The conversations? They rarely go beyond, “So, what do you do?” or "Who do you work for?"
For leaders navigating complex challenges — scaling companies, developing strategy and navigating AI disruption — these events fall flat. As a Founder:
- You don’t need more business cards.You need deeper dialogue.
- You need peers who get the decisions you make daily — and the stakes.
- You need trusted spaces to exchange ideas — not just LinkedIn profiles.
Curated Third Spaces Matter More than Ever.
At The Brand Audit I'm committed to creating more third spaces for CEOs and Founders like The Brand Audit Club and monthly Tech Leaders Dinners in London. They're spaces for people, ideas, and future-shaping conversations. Your next big idea probably won’t emerge during your tenth Zoom of the day. It might just surface in a third space — with a glass in hand, surrounded by people who get it.
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Note: This blog is copyright of The Brand Audit. We would love you to share this content, but please always credit any ideas shared to Christina Minshull or The Brand Audit. Unauthorized copying is a violation of intellectual property law and may result in legal action.
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Want to Join a Third Space?
Join The Brand Audit Club — a community for CEOs, Founders, and Director+ Execs for more bespoke, personalized, and in-depth content [Note: all members are vetted]. We have executives from Google, Cisco, CondeNast, Netflix, Amazon, Spotify & more! We also host monthly dinners for leaders in London, UK for leaders in the Tech community.
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