Coming soon
Jesse Yende
Rewriting The Narrative
Rewriting the Narrative with Jesse Yende is a powerful guide to purpose-led storytelling, showing how creatives and entrepreneurs can reshape identity, culture, and community through authentic design and conversation.
About This Recipe
In Rewriting The Narrative, creative strategist and founder of The South Africanist, Jesse Yende, shares how storytelling and design can transform not only brands but entire communities. With his Smiley Heart framework, Jesse shows how to uncover purpose, challenge dominant narratives, and use creativity as a tool for healing and identity. From township murals to national campaigns, Jesse’s journey offers practical tools for any entrepreneur who wants to tell a story that matters. Whether you’re designing for change, empowering youth, or building a brand rooted in values—this Recipe helps you shift the script and spark meaningful impact.
Cover These 10 Perspectives
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Creative responsibility.
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Cultural authenticity.
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Making impact tangible.
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Youth as storytellers.
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Designing with purpose.
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Building community through brand.
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Global storytelling.
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Collaboration and co-creation.
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Creative resistance.
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One piece of advice.
Who Is Our Heavy Chef?
Jesse Yende is a creative strategist, artist, and founder of The South Africanist: Smiley Heart Agency — a purpose-driven organisation that blends design, storytelling, and faith to spark transformation in people, brands, and communities. With a career spanning over two decades, Jesse has launched TV channels, shaped campaigns for major banks, and pioneered the Smiley Heart methodology — helping individuals and organisations rewrite their narratives and rediscover purpose. Born in Soweto and now based in Cape Town, Jesse continues to inspire through workshops, talks, and his commitment to meaningful, impact-led creativity.
Learn
Learn from someone who speaks from a position of real authority, perspective and experience.
Do
Implement practical tips and techniques learned in the trenches - doing, rather than talking.
Share
Join a cohort of like-minded entrepreneurs in our growing community and share your learnings as you go.
Why Are Heavy Chef Recipes So Highly Regarded?
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Ten Tiny Bites.
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By Entrepreneurs.
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