Author: Maggie Patterson

Categories
The Marketing Moxie Show

Episode #10 – Suzi Istvan Talks Brilliant Branding

Episode10_edited-1Today we start a new series, Brilliant Basic Training. This is a multi-week series where I’m teaming up with some of the smartest, savviest experts around to talk about the basics of online marketing.

The idea is that we need to understand the basics so we can understand what things best will work for our business. No cookie cutters or one-size-fits-all allowed.

We kick off the series today talking branding with guest expert Suzi Istvan who is a brand strategist and designer.

Items Discussed in this Episode:

  • Why someone else’s brand would look bad on you
  • The difference between finding inspiration and copycatting
  • Creating the right business model for you and ditching the shoulds
  • How online marketing is a new field and we are writing the rules as we go
  • Ideas for shaping your brand so it really showcases your personality
  • What makes a brand and the story you are telling
  • Understanding WHY you want certain design elements on your site
  • How Suzi’s feedback helped me start attracting the right customers
  • The top three things you need to know before you start working with a designer

Be sure to tweet us with the #marketingnerds hashtag! Suzi is at @socialsuzi and I’m at @magspatterson.

[Tweet “Talking brilliant branding with @tweetsuzi on this week’s episode #marketingmoxie #podcast”]

Top 3 Takeaways for This Episode:

  1. Really take the time to understand your niche, gifts and what your unique angle is.
  2. When you are looking at elements of various sites, understand how they could work for you and WHY.
  3. Consider how you want your site to make your customers feel when they read your copy and look at your visuals.

 

 

 

 

 

 

 

Links for this Episode: 

Social Suzi

Kris Carr’s Web Site Would Look Terrible On You (Video)

Categories
business storytelling Business Strategy for Entrepreneurs

87 Things You Need to Stop Overthinking Right Now

87 Things Post .jpgBack when I worked with corporate clients, I had one client where the term “web speed” was the mantra.

It was our shorthand for the fact that we needed to keep things moving and not get stuck in the quagmire of endless cycles, needless revisions and general ridiculousness.

Now that I’m out here working on the web with online entrepreneurs, I’m realizing that web speed isn’t always as fast as you may think.

Here comes this week’s ugly bit. The reality is that when you are flying solo (or even with a small team), where we damn well should be hyper agile, we’re stuck in a chronic paralyzing pattern of overthinking things that don’t matter.

Should you become a cavalier loose canyon disregarding thought for everything, throwing caution to the wind like you’ve had one jug too many of Sangria on a hot summer day?

No. But It’s time to stop overthinking everything and get to work already. Read on for the non-official “overthinking it” list based on my non-scientific survey.

The Non-Official Overthinking It List

Following a 100% non-scientific survey in a couple groups I’m in, I’ve got a monstrous list of items that my fellow entrepreneurs from designers to coaches kindly revealed to me. (There are not 87 total, but there is a LOT!)

Scary stuff coming up here…read on if you dare.

It’s okay, I’ll go first.

One item I spend way too much time thinking about is list size. Given the stage of my business my list size is just fine, but all the list size comparing, bragging and boasting makes me think I should have more. It’s enough to make even someone confident start to feel well, inadequate.

I’ve heard the list size conversation compared to worrying about the size of, ahem, parts of the male anatomy.

It’s not the size of the list, but what you do with it, right?

Obsessed With Bullshit Numbers

Jumping off from my list size inadequacies, number obsession is a HUGE issue for a lot of people. From social media likes to list size to Google Analytics…if there’s a number people are all up in it.

Reviewing your web site traffic numbers at 2 a.m. is neither healthy or sane. Wigging out about every single unsubscribe from your list….I’ll stop flogging you to make my point.

Stop the Insanity! (Imagine I said that in my best 90s infomercial Susan Powter voice.)

Measuring all of these things is a necessary part of growing and managing your business and it gives you a tangible way to record progress, but it’s a fine line.

Strategy to Stop Overthinking It: Set a schedule for checking these numbers weekly or monthly so you can see progress but not fall into a trap of fixating on quantity.

Numbers won’t keep you warm at night. You know what will? Quality. Creating real engagement with your clients where you are fulfilling your vision and goals.

Torturing Yourself Over Details

One of my mantras for this year is progress is better than perfection.

Details totally matter, but at a certain point, you’re getting into the murky water of minutiae that no one but you gives a toss about.

A few of the ones I heard from my round-up were:

“Formatting blog posts and spending time on deciding if I should use H2 or H3. This issues holds me back from hiring a VA because I’m not convinced they will get it right.”

“I know there’s a better time of day to send out posts on social media but I get so stuck on the when, I don’t actually get around to doing it.”

“I hand code my Infusionsoft emails so they are perfect.”

I know and love each one of the people who shared their torrid tales of perfection. Believe me, they all know that their actions are not entirely rational.

The sad part of our perfectionist ways is that no one is going to notice and while we pain over the details, we could be selling another package or getting more sleep.

Admitting it is the first step, so I think it’s up to all of us to be more aware of these things and reframe it. Limit your time, or better yet, just stop before you start.

Strategy to Stop Overthinking It: This week instead of making a to-do list, make a stop doing list so you can make better use of your time.

[Tweet “End your overthinkery. Make a stop doing list. New blog post from @magspatterson http://bit.ly/PsQDs8”]

Copy & Content Roadblocks

This is one I can personally attest to as a copywriter and content strategist. So many of my clients come to me with this exact problem.

Overthinkery abounds when it comes to content. Some jackpot examples to prove my point were shared:

“I wish people knew that things like your title or your program name don’t matter as much as they think they do.”

“Every time I sit down to write I start to worry. Is the style right? The grammar correct? Is my word choice strong enough. And that’s even though I know it will be edited after I’m done.”

Before we have a total moment here together, I am not going to dispute the fact that your messaging, your branding and your copy matter. For me to say anything else would be ludicrous given my line of work.

The real issue is when you let these things become barriers or excuses.

Beware the content roadblocks that keep you from moving ahead….the next thing you know you’re on the lazy river of content creation not getting a damn thing done. (Hey,I know, I love a lazy river, but those are for hot summer days with some SPF 30 and a pair of shades and not your content creation.)

Not getting your opt-in offer done because you’re stuck on a single word in the headline is not what a real pro does. Pick the word and get going on the next thing. That blog post you’re spending 5 hours writing….unless you are a writer by trade, save the draft and send it to your editor.

A task will expand to the amount of time you give it. (And I am not making that up, it’s called Parkinson’s Law.)

Strategy to Stop Overthinking: Creating FIRM dates for your content can help make a huge difference to getting things done. Better yet, set a specific time aside with a start/stop time for when you create content.

Step up and be the boss. Stop letting your tasks expand into all available time because you are overthinking it. If you need it, seek out accountability with a partner or mastermind so you actually get it done. (I’ve got a great beta program, details below to help with all things content too that can help with this whole issue.)

Are you ready to stop overthinking everything? Share your tale of what you are totally overthinking below and what you can do to break away from it!

content-camp

Introducing Content Camp

Learn the Secrets of Content Creation and Instantly Feel Less Stressed

Are you struggling with your content? Seriously slacking off and you’ve not sent a newsletter for….well, since you can’t remember when? You are flying by the seat of your pants every week to figure out blog posts, social media and more? Or do you just have no idea where to freakin’ start with any of it?

It’s time to kick your content apathy to the curb and get ready for Content Camp! This is a beta offering with special pricing. Click here for all the details.

 

Categories
Business Strategy for Entrepreneurs The Marketing Moxie Show

Episode #9 – Online Business & Online Dating

onlinebizandating.jpgIn episode #9 we are going freestyle, featuring a chat with Lady Business Radio’s Jessica Kupferman about online business and online dating. We talk about all the similarities of finding love online, your personal brand and much more.

Items Discussed in this Episode:

  • Jess and Maggie’s online dating horror stories
  • What you can learn from online dating for your personal branding
  • The similarities between free consults and first dates
  • Wham bam online dating and bad pitches
  • How Jess manifested her husband and trusting your intuition about clients
  • Why I take my hats off to all my friends in the graphic design realm

[Tweet “Lessons in online dating and biz with @ladybizradio @magspatterson”]

Top 3 Takeaways for this Episode:

  1. What’s your online profile says about your brand and why you don’t want to be THAT person.
  2. How do you know when a client isn’t a good fit and when to cut your dates short.
  3. Tips for when you pitch you are approaching podcasters or the media.

Links in this Episode:

Lady Business Radio

Linz Loves You – 4 Personal Branding Dos and Don’ts 

Categories
content marketing strategy the ugly bits

How to Engage Your Readers with the Power of Context

blog 3.6With the podcast in place which is uber practical, I’ve been thinking a lot about what to actually blog about. I’ve had a couple conversations lately have really are making me think about how I can contribute – in a positive way – to creating a dialogue about the realities of entrepreneurship. If you will, sharing the ugly bits of what it is like to be an entrepreneur.

Online business is like online dating, where everything seems a certain way, and then after three months you fly across the country for your long-awaited meeting….

And oh my word, it is not good. It is disappointing. Frustrating. Heart wrenching. Because all that shiny, surface stuff is a total sham. Your dream dies a swift death and you are calling the airline to get your butt home as soon as possible.

Welcome to online entrepreneurship where shiny, happy outsides don’t tell the whole story. And that’s some of the stuff I want to tackle in the next weeks and months here on the blog. All the ugly bits that are ignored, neglected and simply not talked about enough.

Side Note – If you want to talk more about online dating and online business, that happens to be the topic of next week’s podcast episode with my guest Jessica Kupferman of Lady Business Radio.

This is where context comes in. As a business owner, we all tell stories, but a lot of those times, the story is incomplete. Without context you are missing how you actually connect with people on a deeper level. You are doing your content a major disservice.

Why You Desperately Need Context

Everyone talks about telling a story, but where the real power is in providing the context for the story.

Think of the absolute best concert you ever went to. For me that probably was a Dave Matthews concert back in the 90s. What made that concert so good, so memorable wasn’t just the music, it was the context of the music. The venue, the people, the arrangements….and how Dave Matthews shared things about the songs we we hearing. That’s context at work.

In your business, context can be created in so many ways. Do you use words or video? What tone and manner do you use? What facts do you include?

All of those things help fill the gaps for your audience. When you leave too much room for interpretation your point can be quickly lost.

If you aren’t convinced, check out the Kuleshov Effect. ( Finally! My time in film studies class is useful!) The Russian filmmaker edited together the same clip three ways to illustrate how we bring our own emotional reactions to the table. 100 years later, it’s something that psychologists still talk about use as an example of the idea that our brains draw inferences based on the information we are given.

The same thing goes with how you tell your story. Whether you are talking about your business in a Facebook group, or writing a blog post. A little bit of context can help you stop people from filling in the blanks and seriously help amp up the power of your message.

Enough with the Russian Film Lesson, How Do We Actually Apply This?

Context is everything. Adding context to your story will elevate your game and help you form stronger, more meaningful connections.

Note. I’m not talking about some squishy, manufactured transparency. If you bring that to the conversation, you might as well not bother. People know when your “authenticity” or “transparency” is cultivated and controlled. It smells F-A-K-E and eventually that will run out.

On the flip side, do you need to share every little thing? Hell to the no. I do not need to know your lunch choices every single day. I can guarantee there’s something things I will likely never talk about and that’s okay, because they are not relevant to the stories I share.

You have the power to edit, but if you are going to “go there” telling a story, you need to add the things that round it out. If you were writing a research report, you’d include data. If you are sharing stories in your business, you need context.

[Tweet “Add more context to your content and tell the whole story. New blog post from @magspatterson http://bit.ly/1fFik5q”]

Start Using More Context Right Now

Here are some practical easy ways to start using more context starting right now in your storytelling:

#1: Share Bits of the Backstory

This is something I personally try to do as much as possible. I don’t pretend I just showed up online and was able to build a business. I am very clear that I had a business for 8 years where I learned the ropes, and before that I spent 5 years getting the best training humanly possible in a top PR agency. Without sharing those parts of my backstory, my “successes” may be depressing to someone fresh to the business world. I came to this gig knowing how to do contracts, billing, new business meetings, marketing and all sorts of things that give me an edge over a total newbie.

#2. Give Credit Where Credit is Due

Oh that launch that sold a gajillion and propelled you to a big money goal….enough already. It didn’t happen overnight. Did you walk into your first launch with a list of 10,000 people you’ve been working on for three years? Did you have a big name partner who was the starmaker? That’s context that must be shared. Let people understand that there’s more to the story and there’s no such thing as an overnight success.

#3. Use the Right Medium

Have you ever got an email where you thought, OMG? Is this person serious? That’s exactly what happens when you use the wrong medium for your storytelling. It’s like a game of telephone where everything ends up a hot mess and no one knows what the story really is. Every medium from a blog post to a video to a podcast brings context. Think more about the context of your story and how it is best served.

#4. Be of Service

Trust me, the world only wants to hear your story if it is in someway useful or helpful to them. Service should be part of the context of your story. Why are you telling me this? Why the @#$@# should I take time to listen? Be clear and find a way to use that context to form a bond with your audience. Don’t just share a brag or insight – tell them why you are doing it and how you hope it will help them. (Without being patronizing or condescending of course, because that’s just not cool.)

#5. Straight Up Honesty

If you can’t be straight up honest and share context, maybe you shouldn’t tell that particular story. Part of my sharing this story with you today is about my honest irritation with all the shiny, happy online marketing crap. Celebrate success, but share the failures too. Those moments that are so ugly you don’t want to share them, they may help someone.

That time you spent an entire day lying in bed crying because you were so overwhelmed and then you had to work with three different coaches to get your head checked? (True story, by the way circa October 2013.)

That is context which helps someone figure out that asking for help is okay, and necessary to being successful. Or that even the toughest ladies have big breakdowns on the way to the next level too.

So, how can you be more transparent? How can you add more context to all of your content? What of the five lessons can you apply starting now to create stronger connections?

Ask yourself all of this next time you produce content.

Comment below please, because this is just the start of a journey here on the blog into the ugly bits of this online business gig. I’ve got quite a list of things I want to tackle and open up a dialogue about with my own context on the bigger story.

Categories
The Marketing Moxie Show

Episode #8 – Promoting Published Guest Posts

How many times have you had a published guest post, you tweeted it out or posted it on Facebook and then it quickly died. Today, we’ll dive into how to make the most of every single post and maximize it’s life for a loooooong time with our guest expert, social media speaker and consultant, Sophie Bujold.

Items Discussed in this Episode:

  • Why you want to make yourself “available” the day a posts hits
  • Tracking dates of upcoming posts to avoid surprises
  • The most effective ways to promote guest posts via social media
  • How to take things further by sharing via email
  • Posting excerpts of published post on your site and writing related articles
  • Why you want to share content more than once
  • Using guest posts as background or reference materials
  • The one thing that our guest expert Sophie Bujold thinks you need to know

[Tweet “Don’t let your guest post languish!@sophiebujold shares tips on how to make the most of every post #marketingmoxie http://bit.ly/NODR5B”]

Top 3 Takeaways for this Episode:

  1. Make yourself available the day of your post by commenting, answering tweets and being all kinds of awesome.
  2. Maximize your posts by sharing via social media on the day of and on an ongoing basis.
  3. Create a press page on your web site to showcase your guest posts.

Links in this Episode:

Sophie Bujold 

Entrepreneur to Expert eBook

Categories
The Marketing Moxie Show

Episode #7 – Writing Killer Guest Posts

In episode #7, we talk about how to write a great guest blog post and we have a guest expert, Lacy Boggs.  Lacy is an award winning journalist and professional blogger who’s going to share some of her insights on how to create a great guest blog post.

Items Discussed in this Episode:

  • The one thing you must nail down when writing a blog post
  • How to create a post that is in service of the readers and setting a goal for your post
  • About the death of guest posting for backlinks
  • Tips for writing a better blog post
  • Why writing for the web is different
  • Deal breakers for bloggers/editors
  • Bad pitches and what may happen to you if you send one

[Tweet “Learn how to write awesome guest posts with guest expert @LacyLu42 on the #marketingmoxie #podcast http://bit.ly/1hqPau9”]

Top 3 Takeaways for this Episode:

  1. Make sure that you write in a style that’s appropriate for the web.
  2. Take the time to create a great headline.
  3. Edit, edit, edit. Ensure you have time to get your post reviewed and create the best possible post.

Links in this Episode:

Lacy Boggs – The Ghostblogger

Guest Posting for Backlinks is Dead 

Entrepreneur to Expert eBook

Categories
PR for small business

Streamline Your Marketing with this One Decision

Is your marketing sucking up ALL of your time? If you are spending hours and hour every single week sending emails and promoting your business, WHEN are you actually doing your work?

I know, you had to stop for a second and consider that, right? It’s a damn good question.

Harsh but practical business lesson coming right up. You need to work in your business and not just on your business.

Believe me, I know, it’s way too easy to get caught up in the busy work. But all those tasks don’t necessarily bring in the green. (Or if you are Canadian like me, the loonies, twonies and jazzy looking red 50 dollar bills.)

That 89th time you checked Facebook as part of your “social media strategy” is not working for you. Sending out another half hearted guest post pitch when you detest writing is the definition of insanity.

Excuse me while I step up on my soapbox.

Marketing shouldn’t be done for the sake of marketing. It should be done with a plan in mind and driving towards a specific business goal.

It’s totally obvious I know, but many of us fall into this trap without realizing it.

Please stop torturing yourself by doing a whole pile of things because you are “supposed to”…there are no entrepreneur bonus points for being busy. Just because your mentor, competitor or business bestie does it, in no way means it is good for you or your business.

[Tweet “No entrepreneurial bonus points for being so busy. @magspatterson: how to streamline your marketing+save your sanity http://bit.ly/1ctwSs1”]

You are not entrepreneurial superwoman. So please just stop trying to do everything.

So, what should you actually do? Cover the basics, but find a way to make them work for you. Work within your zone of genius and then outsource the rest or simply let them go.

When you consistently are working so hard against your skills and talents, time is wasting.

Then what happens? It’s not freakin’ pretty is it?

Frustration mounts and next thing you know it’s wine o’clock and nothing is getting done. Then you wake up with one hell of a headache and want to eat french fries and salt and vinegar chips all day long instead of getting down to business.

[Tweet “Hungover after too much wine+eating french fries? @magspatterson thinks your marketing could be driving you to it. http://bit.ly/1ctwSs1”]

Working In Your Zone of Genius

The best thing you can do when it comes to promoting yourself is starting in your zone of genius.

Now, as much as I’m a huge fan of pushing yourself, in this case we are going to play to your strengths in an effort to reduce resistance.

You need to make a decision. Quick.

Is your zone of genius writing or speaking?

This should be pretty clear cut as we all generally fall into one category. If you are blessed to be gifted at both, just pick one to start. (Overachievers, I’m looking at you.)

From there you’ve just narrowed down all of your options. Sweet, right?

  • If you’re going with writing: Guest posting, blogging, social media, op-ed/opinion columns
  • If you’re focused on speaking: TV/radio interviews, podcast interviews, local or industry speaking engagements

If you are stuck swimming in the sea of overwhelm, dial everything back and focus only on one of those tactics.

If you love writing, maybe you are going to guest post. Or if you are talker, maybe a podcast is right up your alley.

Picking a focus that’s within your natural talents is going to make your marketing so much easier. You can get clear and map out a plan of attack for the next 30-60-90 days.

One thing done really well instead of a bunch of things thrown together and done on a wing and a prayer will be so much more impactful in the long run. It’s your marketing, so step up and do it your way instead.

[Tweet “Doing marketing you hate because you “should”=definition of insanity. @magspatterson knows how to avoid that trap. http://bit.ly/1ctwSs1”]

Categories
how to guest post The Marketing Moxie Show

Episode #6 – Creating Effective Guest Post Pitches

In episode #6 we’re talking about pitching guest posts.  The pitch is the scariest part of guest posting for most people. They get stuck, make a mistake or simply don’t bother even trying.

Items Discussed in this Episode:

  • The power of no in your pitching.
  • The one thing you must avoid when pitching.
  • How to write a great pitch and what supporting elements you need to sell your pitch.
  • Why you want to avoid “over pitching”.
  • The fine art of pitch follow-up.

Top 3 Takeaways for this Episode:

  1. Use templates as a guidelines or example. Do not use them as a fill in the blank.
  2. Make sure your pitch is correct, complete and concise. Answer all the questions the blogger or media you are pitching may have.
  3. Create systems to keep track of your pitches and follow-through.

 

 

 

 

 

 

 

Links in this Episode:

 

Categories
how to guest post PR for small business The Marketing Moxie Show

Episode #5 – The Ins & Outs of Guest Posting Research

In episode #5 we delve into the world of guest posting research in a bite-sized 12 minutes!

Items Discussed in this Episode:

  • The importance of guest posting research and why you can’t skip this step
  • Using your ideal customer to help shape your research
  • Looking at the competitive landscape to find opportunities
  • Getting up close and personal with every site
  • Leverage Google search and Topsy to find new opportunities
  • Take the time to get to know media/bloggers you’ll be reaching out to

[Tweet “Guest post research separates you from the rookies. Get the scoop in the latest episode of #marketingmoxie #podcast http://bit.ly/1bcXIGP”]

Top 3 Takeaways for this Episode:

  1. Get clear on your ideal customers and where they may be hanging out online
  2. Conduct in-depth research on the web site and find a “hole”
  3. Use Google and Topsy to unearth opportunities

 

 

 

 

 

 

 

Links in this Episode:

 

Categories
PR for small business

An Entrepreneur’s Confession: No More Checkboxes

Things just got heavy. Okay, not really. But I’ve got a confession to make about my business.

Well, it’s actually not about my business as you know it. But rather the fact that it’s not my only love. You see, I’ve been moonlighting on my business for a long time.

Here it is.

I have a second business in direct sales.

Over the past few months, I’ve really struggled with how that fits into my story as an entrepreneur. The more I put myself out there, the more it’s been on my mind.

Does it hurt my credibility?

Does it make me look unfocused?

Finally, after a long drive through the rolling countryside and consultation with some amazing ladies in a mastermind group I have some clarity.

My direct sales business is what has given me the know-how and confidence to take my business online and has prepared me for everything that goes with it.

[Tweet “Confession alert. @magspatterson spills on how she’s been moonlighting. http://bit.ly/1irgetX”]

The Backstory

Nearly 10 years ago, I was on maternity leave and I was quite frankly, a bit bored. After jumping off the crazy train of my big and busy job, being home with baby in a rural area left me with time on my hands that I didn’t know what to do with. I’ve always loved journaling and creating artbooks with photos, so when I found scrapbooking…I was quickly hooked.

A few years later, I was building my content and communications business and things were going great. Crafts were a creative outlet away from my computer and blissful relaxation time. A friend then introduced me to a direct sales company called Stampin’ Up whose products I loved. Hello, they all coordinate!

I literally loved the products so much I couldn’t stop myself from building it into a business.

That brought me on a six year journey to today. I’ve changed up my core business from traditional to online, my crafting has evolved from a hobby to a successful business, with me becoming a top performer in the company with customers all over Canada.

I’ve been on all-expenses paid trips to dream destinations and been recognized as the top seller in Canada more than once. (And for the record, while it may not sound like a lot, it is a lot of work to sell $92,000 of rubber stamps and other crafty supplies.)

In short, I’ve accomplished a lot in both businesses.

What I Learned from Direct Sales

While I’m hardwired with a business brain, direct sales has made me a much better person and marketing professional.

So, go ahead, bag on these “cute” home-based businesses that ladies start for some extra cash, but I will tell you this, there’s some seriously savvy women working in the industry.

Women who are making an incredible living doing something they love, which really, isn’t that something we all aspire to?

There’s a huge laundry list of things I could discuss here from learning how to grow and manage a team, to developing some crazy online skills to patience.

However, in all of this, my biggest lesson has been to find joy in the journey.(With apologies to my friend Julie who uses that as her tagline!) As someone who is super goal oriented, I’m always striving for something new, something bigger…but it’s not simply enough.

After hitting goal, after goal, after goal…I’ve finally realized that I need to simply chill out a bit and truly enjoy what I’m doing because accomplishing the actual goal is just a checkbox.

When the Goal…Is Just a Goal

Yes there’s the satisfaction and sense of accomplishment that comes with achieving any goal. I’m not going to deny it.

But what happens when there’s no more goals to reach? When bettering your best or selling more is the difference between joy and straight up insanity? When the goal shouldn’t be bigger or better?

That’s where I am with my direct sales business. I’ve done what I set out to do, so I’m reconnecting to the joy of creating with people and helping them be crafty.

Goals shouldn’t be set so you can check off the box. It’s not enough.

That’s what’s driving me ahead in my “core” business today. Goals are set with a business purpose in mind. No big things to help me feel like I’ve “made it” or to be Internet famous.

Today’s goals are designed to help grow a business that fits into my life and lights me up.

It took six years and a whole lot of rubber stamps for me to remember that the decision to become self-employed and “be the boss” was about escaping a life of checking boxes and doing things based on someone else’s rules.

It’s about freedom to live my life, my way*. No more checkboxes.

*My life, my way may or may not include yoga pants, not leaving the house for an entire week in the winter and multiple trips throughout the year where I don’t work at all.

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