What You're Getting Wrong About Building Relationships w/ Lauren Najar

You're probably working way harder at relationship building than you need to.

In this episode, Lauren breaks down why so many entrepreneurs are getting relationships completely wrong online. From immediately viewing every new follower as a potential client, to sending cold DMs with the pressure to close before any real connection has been made, Lauren explains how tying a specific outcome to every person you meet is the very thing keeping you stuck. She walks through how relationships in real life actually form, and why the same principles apply to your online business.

Lauren also gets into what it really looks like to engage with intention, why your content is not the most important thing you're doing on social media, and how she has closed the majority of her business in six years entirely through the DMs by focusing on real connection over closing. If you've been exhausted by your own lead generation strategy, this is going to reframe how you think about the whole thing.

So if you've been making every conversation feel like a sales call before it even starts, this episode will show you a completely different way to approach it.

Chapters: 

00:40 What you're getting wrong with relationship building

01:40 Why tying outcomes to connections holds you back

03:40 How real relationships actually form

05:40 Why tailoring your pitch starts with actually knowing your audience 

09:40 Tailoring your approach without overwhelming the ask

11:40 Why the wrong client creates friction on both sides

13:40 How to validate whether you can actually help someone

14:40 How relationship building works on social media platforms

17:40 Why engagement matters more than your content

18:40 Closing business in the DMs without sales calls

19:40 Six years of building relationships entirely online

21:40 How to start building relationships in the online space

23:40 Why posting alone is not enough

25:40 Engagement versus posting and what actually drives growth

26:40 How to stop pressuring yourself to close every conversation

28:40 What happens when you genuinely build trust first

30:40 Consistency in connections and content equals sales

32:40 My upcoming events and retreats

Upcoming Events:

Chicago Retreat - July 14-16, 2026 - https://laurennajar.myflodesk.com/iid9wbr2yc

Napa Retreat - October 5-8, 2026 - https://laurennajar.myflodesk.com/cetj223rsr

Growth & Connect Events - https://laurennajar.myflodesk.com/hb2a0mwbqw

Let’s Stay Connected:
→ Follow Lauren on Instagram: www.instagram.com/laurennajar
→ Learn more or work with me: www.laurennajar.com
→ Follow Business Over Cocktails on IG: www.instagram.com/businessovercocktails
→ Attend Growth & Connect retreats & events: www.instagram.com/growthandconnect

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Transcript

SPEAKER_00 0:05

Hey there, and welcome to Business Over Cocktails. I'm Laura Najar, your host and hype woman, bringing you real talk about entrepreneurship. This is the podcast where we dive into the bold whys, the messy middles, and the game-changing aha moments that lead to success. You'll hear unfiltered stories from entrepreneurs plus bite-sized solo episodes inside the Business Chaser series, where we cut through the noise and get straight to what actually drives sales, visibility, and growth. So whether you're here to get fired up or finally feel seen in your business journey, pull up a seat, pour your favorite drink, and let's have a real conversation. I am a business coach, an agency owner. I also host intimate dinners and retreats for women founders, and I am the host of this podcast. Business Over Cocktails launched back in August of 25. We are heading into our hundredth episode pretty soon, later this summer. Thank you so much for listening. Today we're talking about something that is near and dear to my heart, and I can probably shout this from the rooftops for hours on end, and I could talk about how important it is to build relationships. I want to focus on, first of all, what you're getting wrong with building relationships and why you're making it so difficult on yourself. I think when that term floats around in the online space, I would like to point out that we keep tying a specific outcome to a specific person. And any person that we connect with in the online space, we feel that we're so desperate for clients that we're not giving the space and the time to actually connect genuinely. There is so much hustle, there is so much work that we place on ourselves because we are in a hurry to rapid-fire messages, to make as many connections as possible. So the intention also goes out the window, the patience goes out the window, the focus goes out the window, and really the meaning of building relationships is completely lost in translation. And again, you might have heard me talk about this a lot. You may have heard everyone else talk about it a lot. But hopefully, if you're listening to this, it really strikes a chord with you finally that you're like, oh yeah, like that makes a lot of sense. In reality, we all build relationships every single day. We talk to people all of the time. We have relationships with our partners, our spouses, our family members, our friends, our coworkers, our clients, people in the online space that we never marked, like not, you know, not literally. We never marked figuratively as a client. We have built relationships all of our lives. We've had multiple, you know, romantic relationships. We have navigated friendships in elementary school and even now as adults. And I really just want you to take a moment, take a step back, and think about how those relationships come to fruition. At some point, there is common ground, right? You meet someone in the grocery store, you're both at a grocery store at the same time, you meet in the produce section, right? We think of the romantic comedies, you both reach for the shiny yellow peppers and touch hands. Oh, you're both going for the peppers. Oh, how nice, right? Like that's such an extreme example. But you keep seeing maybe the same person in your Pilates glass, or you see the same person every day at the coffee shop when you go and work, and you realize that you guys have the same routine and you're working in the same time, or you meet people at the same job as you, or you have the same interests as people. And I think that we forget that that is literally how you start to build a relationship, right? You have common ground. So when we think of sales, we enter into the world of building relationships in that way. Because with any kind of sales, you've probably heard of the term know, like, and trust. And we want someone to know who we are, to like who we are, and to trust us. And how you can think about that is well, how does someone even go about that? The truth is they notice you if they have something in common with you. Either a thought process, either something that you like that's not business related. Maybe you work at the same place, you have the same routine, you like the same Pilates instructor or the same aesthetician. All of these things are people. That's how you've met people all of your life. There's millions of possibilities. And so when we start to have sales into the into the mix, I don't want you to like get, oh, wait, hold on. How do I pivot the conversation? You actually don't have to worry about pivoting the conversation. Because here's another example that I want you to think about, a real life example. You probably have a group of friends that you know really well. You have a best friend that you've been friends with for a number of years, and that is the same with me. I have, I can, I'm gonna specifically talk about one best friend where I am on like soulmate level with her, where I don't even have to talk to her every day. And it feels like anytime I do talk to her or we catch up, it's like no time has passed. And we catch each other up on stuff. But over the years, we just haven't changed. Our relationship hasn't changed that much. Like it's grown together really well. She knows me enough to know, like, you know, how I look at something, how I sound, you know, if I'm nervous or how I look past her, if I see someone I know. And I do the same for her. Like I can, we can just read each other's body language because we know each other really well. And I've gotten to know her on the intimate level because of how long we've been friends, all the things that we've gone through, all of the conversations we've had. And that has come from trust over time. Now I know if I were to say invite her to something, for instance, a concert, a restaurant, a vacation, I know what she's going to say yes to, and I know how to sell it to her, right? Keyword here is selling. If I'm gonna tell and I'm gonna focus now on two friends that I have. One friend loves kind of like hipster stuff, really quirky knickknacks, nerdy stuff. And then my other friend loves bougie, pretty, princess vibes, all of the things, right? I have two friends, they're really good friends of mine. We all connect on some level, but we're all three different personalities. So if I'm going to sell something to person number one who loves the nerdiness, let's use Disney World as an example. Hey, I think that we all should go to Disney World. I've priced it out. And one of the days we're gonna spend at Star Wars Land or whatever that park is. I'm not a Disney adult, so don't come for me. But we're gonna go do this, and like we're gonna all wear, you know, baby Yoda shirts one day, and I think it'll be so cool. And they have this special exhibit on these like little Yoda things, whatever. I'm gonna sell that to her. I'm like, oh, I think it'd be really cool if we do that, right? So I'm gonna add that in. I'm gonna tail it to her for that example. And of course, if she knows everyone else who's going, which is the three of us, she's going to say, oh, cool, like, yeah, like that sounds really appealing to me because I know what we're gonna be doing. We're gonna spend a day doing what I want to do, and she wants to go to Disney World, anyways. So then the next part of this is then going to be, I gotta sell it to my other friend. Well, my other friend doesn't really care about all the nerdy things. She cares about going to Cinderella's castle, so going to dinner there, you know, doing all of the pretty things. And maybe one day we're all gonna get our hair done and be pampered and go to a spa and eat dinner at Cinderella's castle that day. So I'm gonna sell it to her, right? And I'm tailoring that description of this vacation and what we're going to do to her. I'm not giving her the full details. I'm not overloading her, like, especially in the ask, right? In the ask, I'm not gonna say, hey, so-and-so, I think it'd be really cool if we went to this vacation together. It's gonna be, you know, $5,000, and we're gonna do day one, this, day two, this, day three, this, day four, this, day five, this, and we're gonna leave at this time. That's like so overwhelming, right? I just want her to know what we're gonna be doing. That's gonna be immediately appealing to her because that's all she cares about. So I know my friends so well that in order for me to get them to say yes to something, I'm selling them something, right? If I'm gonna say to my nerdy friend, hey, do you wanna go to this? Oh, I don't know, do you wanna go to a spa day and buy extensive purses and shoe shopping and there's no nerdiness involved in that day, she's probably gonna be like, I don't really care to do this, right? Not appealing to her doesn't seem fun. If she wants to spend time with us, cool, but like at the end of the day, you know, she'll hang out out with us some other time. Same thing goes with my other friend. And this particular friend actually is very picky in what she eats as well. So I'm not gonna ever ask her to go to a $300-person chef's menu at Alinea or some kind of sushi restaurant where you're getting 15 different kinds of fish. Like, I'm never gonna ask her to do that because I know it's gonna be a no. And I also wouldn't want her to come, even if she did want to come. I also wouldn't want her to come and like not eat anything and like shove things down her face that she doesn't want to eat, right? All of these examples are real life scenarios in the sales and business world. Let me kind of translate that for you. If someone is struggling with lead generation, I'm not going to sell them on content creation. I'm going to specifically tell them, hey, I have one-on-one coaching that's going to support you in your lead generation process. And that's it. In my mind, I know that lead generation, we need a lot of working parts. We need content marketing. We need a marketing plan. We need all of these different things in order to have very good success and generating very good leads. Now, am I gonna tell her all of that? Oh, month one, we're doing this, month two, this, month three, this, month four, this, all of these things. No, I'm not going to do that. I'm going to just say in four months, you will have more leads. That is the immediate thing that we are going to address. So then from there, that is one example. Another example is going to be me trying to convince someone to work with me even if they don't want to. And that's an important distinction here. I want to make sure that not only does someone trust me, let no one like me, I should say, but trust me enough to where I am the right person for them. And how I gave the example of like sushi with my friend who's a very picky eater, I'm not going to try and convince her to come. And even to the point of like guilt tripping her, like, oh, don't you want to see us? Don't you want to hang out with us? Oh, I haven't seen you in forever. You should totally come. If she said no, okay, like it's a no. And me knowing full well it was also going to be a no. I'm not acting in integrity as a good friend. I'm like guilt tripping her into coming to the sushi restaurant. So why would I ever do that if someone's going to pay me? That is crazy. That's crazy. And not only that, but then they don't really want to show up in the first place. So when someone does that, it creates friction on both sides because, okay, cool, you got paid, but now you have this client that doesn't want to show up for calls and doesn't want to listen to you and doesn't do the work and shows up to every call in the same spot they were a week, two weeks, three weeks, a month ago. And why would I ever want to convince anyone to do that? So when I sell, it's because I've built relationships with enough people enough times where I'm going to sell to someone that I know I can truly help. And if someone comes out of the blue and is like, I want to work with you and I don't know who they are, I'm immediately jumping on a call with them to kind of get a feel for like if I can even help them. Because again, I'm not accepting money or forcing anyone to work with me without having that validation in place where I'm like, okay, cool. Like I get along with this person really well, or I do my research on them and all of the things. Or they came from another person, they came from a referral, all of that. So I hope those examples are really helpful for you because now I want to kind of go into the building relationship aspect of it and why it's actually important and how you can even start that in the online space, but also in person. I use this example a lot. The example is of networking when you're in or on social media on a daily basis. What do I mean by that? Social media, specifically Facebook, TikTok, Instagram, they are meant for you to be on their platforms and utilize their platforms in different ways. Facebook loves communities, and there's like that gatekeeping thing of like you have to request friends, right? You can't necessarily follow people. You can now, but it's really just not the same as Instagram, right? You really get to know people if you friend request them, join Facebook groups, things like that. Instagram, of course, you can follow people all day long. People can follow you if you're utilizing reels and carousels, trial reels, all of these different things. Instagram is definitely my favorite platform. TikTok literally wants you to live on its platform. It does not want you to create anything outside of TikTok. It wants you to create on its platform multiple times a day, stay on there all day long. The DMs are, of course, a little different story on TikTok versus Instagram and Facebook. But just so you know, these are important things to note that these platforms, in order for them to work, they require you to stay on its platform and utilize its services. So if you are using something like Facebook or Instagram, you do want to do some engagement. You want to have conversations, you want to talk to people. And I think what I said at the beginning of this, I think that a lot of times when we're on platforms like this, we immediately think that someone who likes our stuff or is engaging with us is immediately a client. And we have marked them mentally as a client. So then we're putting this additional pressure on ourselves to immediately close them. I think that what's really cool is your awareness around lead generation, which is really great. However, that person who just simply recently followed you and liked one of your posts is not a hot lead, more than likely. Sometimes, yes. Sometimes people will come out of the woodwork. You have had wonderful content, you have built wonderful things on your social media profiles or your website. Therefore, the content has worked for you and you will close the client pretty quickly, which that's another part of building relationships and sharing content through a building relationships aspect. The idea, though, that you have to have conversations and close people five times, 10 times, 20 times a week is absolutely absurd. You can have as many conversations as you want, but then you are intentional about who you're actually committing to having the conversations with. So you're not just blindly sending 100 DMs a day to anybody else and whoever knows where they're at, right? You are strategically finding these people to start engaging and then having the opportunity for them to get to know you. That's the first step to any of this. Like, do they know who you are? Cool. Now, how do we get them to like you? Well, share your story, storytelling content, share your opinions. That's where you find common ground, right? That's where you're going to find people who resonate with your message, not just the education piece, but when you're actually sharing maybe an education side, but you're saying it with authority. So for me, here I am, I'm going to say to you, I don't think people need sales calls. I think that you 100% can close money in the DMs. 75% of my business that I have had in my entire business in almost eight years has been closed in the DMs. My retreats sell out without any sales calls. My mastermind is nearly currently sold out without any sales calls. I close people all day long in the DMs alone because I am an expert at building relationships. I am not waiting to book a call with them if they don't need to. We can have voice messaging back and forth. A lot of my clients are very busy. We don't a lot of my clients don't even want to do calls as it is either. But sometimes it's a formality that I appreciate, especially if I don't know the person. But if I know the person and we've built a relationship, I'm going to have a conversation with them in the DMs. And we have a comfort level and it's all good. Maybe we've had calls in the past. Maybe we've even met in person, but you can totally build relationships online. I think that for me, going in person now, it's been about two years since I've been putting a lot of energy into in-person events, and about a year and a half since I started hosting my own events. I think people forget that you can have just as much success online as you do in person. It might take a little bit longer, but consistency and getting to know people and talking with them and tracking and all of things. I have literally built my business like that over six years, without in-person events, without in-person networking, without a lot of virtual networking groups, too. Like I've jumped on coffee chats with people, I've literally signed clients in the same city as me, and I never met them in person. It's all been online. So if someone tells me they can't build relationships online, I'm gonna call you out because that is simply not true. In the six years, I've been in business almost eight years. And in those six years, the first six years, they've been completely online. I still have really good business friends that I've known for five, six years now. I have never met in person. I recently last year was a big year for me to meet a lot of people in person. It was really cool. I met like some of my mentors in person. This year I'm gonna meet my bookkeeper in person, my podcast manager in person. And these people I've been connected with for, again, four or five, six years almost. I'm trying to think of who else am I meeting in person. I'm meeting a lot of people in person that I have known for a very long time, all because of Facebook, all because of Instagram. So the notion that you can't build relationships and connections online is false. It's just, it's truly a mindset thing. And so, what again, going back to how I started this, is a lot of times when we are thinking on building relationships and having conversations in the DMs or on social media, it immediately needs to have an outcome of client closed. And that is simply not the case. The client closed mindset is what is actually keeping you stuck from just letting go and being free and being you to just have those conversations. So I want to kind of summarize how to build relationships and like what are those first steps, especially in the online space. I will give you an example that I've used, I think maybe in another episode. Another example is imagine you are going to an in person event. And the reason why you're going to an in-person event, right, is to network. And regardless of how nervous you are or not, chances are somebody, like if you're not even the person that's going to approach people, chances are somebody is going to come up to you if you are walking around and you're not just like sitting on your phone somewhere, right? Chances are if you're walking around trying to make eye contact with people, someone's going to catch your eye and be like, oh, like I need to meet you and talk to you, right? So you're going to have a meeting with at least one person. I want to then kind of share the translation then with the online space is if you are trying, if you are engaging, if you are liking posts, leaving comments, maybe you reply to someone's stories at one point, chances are you're going to get some responses, right? And then take it up another notch that if you are intentional, and you know, we can say this both about in-person and online, if you're intentional about the rooms you're going to, and it's a good room, and the room is intentionally curated, you're going to have a lot of contacts going home. Same thing can be said about an Instagram or Facebook or even TikTok, is if you are engaging or being intentional about the actions you're doing on these platforms, then a lot of this effort will pay off. You're going to have a lot more connections, followers, engagement, things like that. Now I want you to think about this. So if you are posting on social media, regardless of platform, if you're just simply posting, you sign into Instagram for the day, you make your post, you might post a couple stories, but you certainly are not messaging people, replying to stories on other people's stories. You're not commenting, you're not engaging. And this is the only time you're spending on social media throughout the day, throughout the week, and you might not even be posting every day. So you're just literally, oh, I gotta make a post. And you make a post and then you go on about your merry day and you don't do anything. That is the equivalent of what I'm about to say. Imagine you go to a networking event, you're wearing a name tag, you are dressed really nice, you're gonna sit at a table by yourself, and you're literally just gonna have a sign in the corner. You're sitting in a corner by yourself, you have a sign, you're just holding up the sign, and you're saying like your name, what you do, and who you help. And you're not making eye contact, you're not engaging, you're just kind of sitting there waiting for people to come to you. The chances of people coming to you, and now you're probably thinking, like, well, of course I'm gonna like go see who this weirdo is, or that's gonna cause stir because that's weird to do at a networking event, right? Well, yeah. But I just want you to think the idea behind it is that is the equivalent of you just posting on Instagram and your profile is there, but like, why should people care about you if you're not gonna be a part of the whole event, right? So again, why should social media care about you if you're not gonna be a part of social media? And I really want you to hear that because I tell people this all the time: your content's not as important as engagement. Your content's not as important as talking to people. Your content, yes, while it needs to be good, is not the most important thing you should be doing on social media. The most important thing you should be doing on social media is some form of lead generation and talking to people. If you are posting five days a week and that is taking away from your engagement time, I need you to post only four times a week. As long as you make time to do lead generation and engagement as well. And what does that look like again? That is simply being intentional about whose posts you're liking, who you're engaging with online, messaging people, replying to their stories, and literally not tying an outcome to any of this. And people are finally waking up to this. People are finally waking up that cold DMs are not the way. It is a very quick way to burn out, is a very quick way to burn bridges. And then I think the last thing I do want to say before I wrap this podcast up is the building relationship aspect is that people are still doing this wrong. And this is another way that you're doing this wrong. Yes, you might then in a form or a way that you are not tying an outcome immediately to somebody, but at some point you're thinking you need to pivot the conversation. So again, you have a really good conversation with someone, you're getting to know them, but then you put this pressure on yourself that you need to close them again. Okay, well, why? Like, where's that pressure coming from? If your content, your positioning, your branding is doing a very good job, then you don't need to worry about that. If it's clear as to what it is that you do, you don't need to worry about closing people so difficult, right? Because the more you engage with people and talk to people, the more they're going to see your stuff, the more that they're gonna keep coming back, the more they're going to engage with you. And then they're going to take that next step into clicking on a link, a freebie, whatever it is, and they're going to raise their hand and be like, Yes, I'm interested because I like you so much and you've been really connecting with me and you actually care about me. And what I see happen a lot, and a lot of clients, especially over the last year, have come to me and said, I really appreciate how you sell. Me, be me being the one that they're appreciative of. They appreciate how I sell and how I'm not pushy. They appreciate how I sell to them when it makes sense. They are appreciative of me letting them know about events and retreats. And a lot of times those people are like, no, like I can't afford it, but like, thank you for thinking of me. Okay, cool. The show goes on. Like our relationship hasn't been ruined because I genuinely have built like a friendship with these people. When you do that, and if you have genuinely built a relationship with someone, when you ask them to work with you or you ask them to join your program, it should A, make sense for them. And B, if they say no, your relationship shouldn't be over. And if it is over and they ghost you and stop talking to you, you've lost trust in them, they lost trust in you, then you did this incorrectly. Because that happens a lot to my clients. I have clients all the time, because my clients are definitely like, you know, a lot of my clients are higher caliber. They're, they have success in their own right. So a lot of higher level coaches are coming to them and being like, you need to join my mastermind. I think that you'd be great for this, blah, blah, blah, blah, not leaving them alone. And they have never been asked, my clients have never been asked in those situations of like what actually they're struggling with. It's just these people are like, hey, I have this program, I really want you to join because they know that they're gonna be a good client and maybe that they have money to invest. That's like the wrong way to think about this too. So if you are someone who is doing this or you have some lead generation team on your team that is doing this, that is also incorrect. You have to validate the leads, like find the need, right? Like that's the biggest way on how to sell and build the relationship, right? It's what is your need? What do you currently need help with right now? And I can see how I can support you and if it makes sense to join this program or for me to be your coach. I have people ask me if, like, for instance, like I've had people ask me in the past if they can just hire me to help them set up their Facebook page. Yes, I can do that. But then I also have people who asked me, can you just like sit with me and like I can do all my website changes? No, I don't know how to do that. And I would never take money from someone unless unless I did actually know how to do it. I know very limited things on web design, and I will be very honest. And or if someone hires me to do graphic creation, absolutely effing not. I don't like doing that. And chances are Claude or ChatGBT can do a hell of a lot better job than me because I know, and and I know AI images are really bad these days, and everyone's like freaking out about them, but they are a lot better images than what I would create. So, anyways, again to summarize, if you're tying a specific outcome to every connection you make, you have already put too much pressure on yourself. The goal is for everyone to know about you, and that's it. Have everyone know your name, meet people, talk to people, be a nice human, be someone that actually cares about people, because you probably do. So let that show. But simultaneously, are you posting content and being consistent with showing up across your marketing channels, not just social media, but are you being consistent with what you're solving, how you work, all of the things? Are you being consistent? Because if you are consistent in both of those areas, you're going to make sales. Guaranteed. Guaranteed. I will put a guarantee on that. I usually don't. But if you are constantly making new connections, following up, tracking your leads, then you are also posting and being very clear about what you're posting. Guaranteed you're making sales. And I'm not saying like, oh, guaranteed you're gonna make $10,000 tomorrow. No, I guarantee you're gonna make a sale sooner rather than later. If you just keep putting in the reps, you keep showing up, you keep doing the thing. Too many times we want to change what we're doing, what we're selling, our approach way too soon before we actually see the result. If it takes 90 days, it's gonna take 90 days. If it's gonna take 60 days, it's gonna take 60 days. If it's gonna take six months, it's gonna take six months. But you don't stop what you're doing because you don't have enough sales. Even the people that like make one sale or two sales and they're like, this isn't enough, it's not working. How do you know it's not working? You just made two sales. Try it again, make some tweaks, try it again. Okay, cool. Next time you're gonna make five sales, cool. It's actually working. And I think too many people stop because it's like, well, I'm not having a $30,000 launch. Okay. Laughable. So you have to start somewhere and just like get rid of the outcome. You have to know the actions that are going to get you that outcome. So, how do you figure that out? You gotta start somewhere. You gotta start slow, you gotta start small. So I hope this was helpful for you. At the time of this recording and when this airs, let's see, this is airing in mid-June. Keep an eye out for if you're in the Chicagoland area. I will be having a dinner at the end of August in Chicago, a Growth and Connect dinner in Chicago. The link will be at the bottom of this to get on my email list in the show notes to get on my email list for first dibs on that. Usually my dinners have 20 people. This is going to be probably 15 at the most, if not 10. We have our Napa retreat in October of this year, October 5th through the 8th. The link is below in the show notes for you to check that out at the time of this recording. And this is a couple of weeks before this is going to air. We have two spots left in Napa. And I'm trying to think of what else. I think that's all for right now. If you want to join any of my retreats that I'm going to be announcing in the second half of this year for 2027, make sure you're on my email list as well for the retreat updates. Thank you all for listening. I hope this was helpful, and I'll see you in the next episode. Thanks for tuning in to another episode of Business Over Cocktails, where real stories and bold business moves come to life. If this episode lit something up in you, share it with a friend, tag me at Lauren Najar or the podcast page at Business Over Cocktails. Make sure to leave a quick review as well. It helps more than you know. Until next time, keep chasing what matters and building the business that feels like you. Cheers.