Everything in a business has to transition on the way up. Everything about a brand must evolve except your principles and your purpose That’s not a problem. That’s the job because the customer today isn’t the customer from ten years ago. A 22 year old girl who is my target customer right now was twelve when we launched. She doesn’t know the brand story and if I’m still telling it the same way I was ten years ago, I’ve already lost her. You have to reimagine, reeducate, rehash. Stay relevant to an entirely new audience. Anything other than that is going to leave you languishing no matter how successful you’ve been. Your principle stays. Everything else has to move on. #product #princple #aspirewithemmagrede #businesstips #meta