Pivoting a Business: From Joanna Penn to JF Penn

The speaker discusses her 15-year creative and business pivot, transitioning her focus from Joanna Penn to JF Penn. She acknowledges that while she will continue to write as Joanna Penn, she plans to prioritize her JF Penn brand and pursue her passion for fiction writing. This shift is prompted by the changing landscape of the publishing industry and the desire to stand out. The speaker emphasizes her commitment to creating high-quality physical books and premium products to differentiate herself from digital-only creators. Additionally, she highlights the importance of direct sales and engaging with her community through Patreon, email newsletters, and in-person events.