"I always love to differentiate the ference between a business and a brand. And there are so many ancponers out there that are running businesses, which is basically just exchanging money or cuancy for a product or service," she says. "If you don't give meaning to like the process, if you don't let people into behind the scenes, if youDon't even tell people you're passionate about a thing, and then you go to launch the thing, you're just going to be met with market confusion."

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