And sometimes I really don't know how to come back to that core message like Isabella has said, right? So How about the evolving in public, like when you are moving and changing? Tell us what you know about that and give us some do's and don'ts.

yeah oh there's so many things i could say so um i think the first thing is that just because you are going to make a change and make that change publicly and this could be like a one percent pivot or a 180 pivot it will still feel like oh you know i'm really i'm changing something here and what's that going to mean So the first thing I would say is making any kind of change does not mean that you are burning the brand equity that you have already built.

Often that's the concern that people have is will my audience come with me or will people understand this change? Or if I'm leaving behind something that feels safe and familiar that I've really built a reputation on, am I going to sort of have to start over from scratch? And we can dramatize this in our minds.

And that's, you know, it's better to have those kinds of concerns.

But just because you're making a shift doesn't mean that you're burning the brand equity that you've already built.

That gets to come with you.

It's just about refinement.

Yeah.

What would you say? Like what's been going on in your world and your businesses with it?

Okay.

Yeah, I think every business owner should be at this point to some degree.

Otherwise, ultimately, you are going to get left behind.

The more important question from my lens is how are you using it? And are you relying on it? Are you almost outsourcing yourself to it so that it helps make decisions for you, think for you, versus you actually coming and seeing it as more of a, strategic partner to help amplify the genius that you have, as opposed to kind of relying on it to do a lot of the thinking for you.

I think it's such an amazing tool to reduce the cognitive load, but we have to be careful with what load we are passing over to it.

The idea is not to remove your original thinking, your creativity.

Susie, go for it.

I'd love to jump in because I love what Isabella's saying and I am always looking at things from a brand perspective.

So a lot of people who are the founder of a business and if they are also the face of a business, can feel this real overlap between themselves as an individual and the brand.

And I think a lot of people can sort of confuse that separation and think they are one and the same, that I am the brand.

And I really disagree with that.

The brand that you have, even if it's a personal brand, is its own entity, just like the business is.

But it's what you bring, it's what you infuse, into that that comes from you as the founder that can actually make that brand something that people feel that gravitational pull towards so it's it's infusion as opposed to we are one and the same and um it's not i think a lot of people get caught up with um you know what authenticity means and being vulnerable and i don't want to share all of all of my stuff on the internet.

Susie.