Lorraine Schuchart

Your business may be ready to change—but that doesn’t necessarily mean you need a new brand. In this episode of Brand for Good, I explain the difference between your brand and the current expression of your business. Services, offers, audiences, and delivery models can evolve while the beliefs, values, and reputation at the heart of your brand remain intact.

In the last episode, I shared some of the business advice I no longer believe—including the idea that growth should always be the goal. This week, I’m taking that idea further by sharing how I’m editing the business I’ve spent more than a decade building. I’m not walking away from meaningful work or giving up on ambition. I’m becoming more discerning about what I want my business to require of me and what I want it to make possible. More time with my family.

Brand for Good is entering a new chapter. After 200 episodes and 13 years in business, I’m shifting away from primarily teaching what I know and making more room to share what I’m learning, what I’m questioning, and what I’ve changed my mind about. I want these episodes to feel more personal, more reflective, and more honest about what it actually means to build a business over time. I’m starting with some of the business advice I no longer believe—or at least no longer believe applies to everyone.