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We are operating in a time where people are on life support.

Not just their businesses. Them.

And I need to talk about this because I've been on both sides.

The Mask I Wore for a Decade

When I first started my business almost 10 years ago, I came in from a military environment.

A space where I was conditioned to give off a certain appearance. Look a certain way. Act a certain way. Perform a certain way. Because I was a representative of the government.

Then I was married to a service member who was much higher in rank than me. So I had to put on another mask. Because now I'm a representative of the Chief. The Senior Chief. The Command Master Chief.

And somewhere along the way, my identity got lost.

Entrepreneurship Taught Me the Same Lie

Fast forward. I become an entrepreneur.

And the model I followed? It told me the same thing.

That I, the person, had to be a representative of the brand. Protecting the brand meant not being the quirky, crazy, goofy, bodacious person that I actually am. Because that's "not on brand."

And I believed it. Because the people who taught me this? They were wildly successful.

So I thought: this is the way.

But it never felt good to me.

It always felt disingenuous. Because it wasn't me.

The Pivot I Had to Make

The more I did the work on myself—the know thyself journey—the more I realized: I don't want to do it this way anymore.

Because here's what I was seeing as a therapist, as someone with a psychology background:

We're out here trying to build million dollar businesses. But the business owners? They're not million dollar brand owners yet. They can't sustain it.

And it never sat right with me—working on the thing while neglecting the person.

My whole life has been about serving people. Developing people.

So I stopped asking, "How do we scale your business?"

I started asking, "How do we get YOU off of life support?"

The Oxygen Mask Problem

A lot of businesses are on life support right now. That's real.

But here's what nobody's talking about: The business owner is also on life support.

It's the oxygen mask analogy.

When the plane goes down, you put your mask on first. Then you help your kids. Then everyone else.

But what's happening right now?

Business owners are in crisis. Everything around them is falling apart. And they're trying to hold it all together.

But how can you save your business if you ARE the business?

If you are the lifeblood of the thing?

Your business can't survive without you.

What Brand Therapy Actually Means

So I said no.

I don't want to just fix your funnels and optimize your marketing.

I want to help you heal.

I want to use my background as a therapist to be your brand therapist. Your life guide. Your support system.

I don't give a fuck about titles. I'm still figuring out what to call it.

But what I know is this:

I'm helping my clients get off life support so they can put the oxygen mask on their business.

The Bottom Line

That's what people need right now.

People need people.

People need healing.

You have what it takes to build a profitable business. You have what it takes to grow it.

But first?

You gotta get off life support.

You gotta get out of the fucking hospital.

And then we build.

Are you running a business from life support right now?

What would change if you actually prioritized getting yourself stable first—before trying to save the business?

Drop your thoughts in the comments.

RESOURCES:

🎯 Not sure what's draining you? Take the NeuroFEM Quiz: neurofemjuice.com/quiz

🔥 Train your AI to work WITH your brain: TwinFuel™: neurofemjuice.com/twinfuel

🌊 Brand Therapy: develdaedgington.com