We've all heard this before: "what you're trying to do is impossible. Unrealistic. A waste of time."

Back when I was was working as an architectural graduate, I remember grinding my teeth as I watched my boss strip back my design for a classroom block back into simple box. "Rui, there's a reason why most schools adopt this design. It's tried and true."

Every designer, creative and innovator who has ever pushed boundaries knows this feeling. The frustration of seeing a vision so clearly—only to have it dismissed because it doesn’t fit the norm.

I’ve been there. I've heard stories of my mates whose been there. And I know I’m not alone.

That’s why I’m launching a new Podcast called MISUNDERSTOOD.

It's for creatives and innovators who don’t fit into a box. The ones who see things differently. Who challenge convention. Who have had to fight for their ideas, their craft, and their vision.

My goal is to dive into the untold stories of designers, creatives and innovators who dared to be different. The rejections that almost broke them. The clients who didn’t get it—until they did. The personal moments of doubt. And the wins that made it all worth it.

This isn’t a show about theory. It’s about the real stories behind creative risk-taking. The battles. The breakthroughs. The proof that being misunderstood today means leading the future tomorrow.

If you’ve ever been told your ideas are too bold, too different, or too hard to pull off—this podcast is for you.

And I'm really excited to start shooting our first episode tomorrow. Check out our humble little podcast room 😊

If you know of creatives and innovators who have been misunderstood and would be great to interview, tag them in the comments below whānau!

The stunning whākairo in the backdrop are made by matua Jacob Scott and Jason Kendrick from Te Ara Hihiko with Critical. Cleanstone - made from 100% recycled plastics and black stained plywood. ❤️ 🖤