Let's start here at the beginning of a story. I will distinctly remember sitting across

from a friend and she was telling me about the multiple successes and decades of experience.

I'm telling you, this friend had done more in their respective career than many people

in multiple lifetimes. I'm listening to my friend Hock and listening to the stories

and the successes. And at the end of what seems like a somewhat inspiring diatribe about

success, this person lets me know that their biggest fear is coming to fruition. This person

said, I'm afraid I'm losing my relevancy. I'm afraid I've become out of touch. And

when I become out of touch with the people who I want to buy from my business, that is

the first sign that my business is failing. I sat there and I just really didn't know

what to say because how do you respond? Like no, no friend, you're totally relevant.

I think in a way though, I've always believed that relevancy is a frame of mind. And we'll

get to that in a second. But we'll start now the story with you. I have a question. Have

you ever worried about staying relevant in your industry? I think perhaps maybe we've

all struggled with it with different capacities. Sometimes as business owners, we get into

routines of our content creation and our marketing and it's just, oh, that's just the way

we do it. And then we don't really consider changing it. But I think it's detrimental

to our business. Even if doing what has worked in the past feels safe. In fact, I'm going

to argue that it's detrimental because it feels safe. When you begin feeling safe in what

it is you're doing, that is the first sign that things need to change. A couple weeks

ago, I recorded another podcast episode about how if you're not innovating, you're not

just standing still, you're sliding backwards. Business and marketing and algorithms and technology

and all that stuff, everything is always changing. And if you're not anticipating those changes,

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