an important branding lesson: Don’t confuse “authentic” with “effortless.

She started with some questions: What do you do? What are the qualities with which you do it? And what is the result or impact?

I’m getting more comfortable with the one-sentence brand statement Leland crafted for me. It can be healthy to think about why you do your job, why you’re good at it, and what you’d like to do in the future