Keep it Positive, Sweetie - Build As You Are: Personal Branding Without Perfection

Episode Date: May 3, 2026

In PT.1 of this solo episode, Crystal breaks down what it really looks like to build a personal brand while you’re still becoming. From navigating pressure to be perfect to staying consistent, avoiding burnout, and building a brand beyond social media, this conversation is a reminder that you don’t have to have everything figured out to get started. Your brand isn’t something you wait to become; it’s something you build as you are.See omnystudio.com/listener for privacy information.

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2%. That's the number of people who take the stairs when there is also an escalator available. I'm Michael Easter. And on my podcast, 2%, I break down the science of mental toughness, fitness, and building resilience in our strange modern world. Put yourself through some hardships, and you will come out on the other side a happier, more fulfilled, healthier person. Listen to 2%. That's TWO percent on the IHeart Radio app, Apple Podcasts, or wherever you get your podcasts. Calling all my sweeties to the forefront, I'm your host Chris Renee Hazett, and this is the keeping of the keeping.

POSISET SWETY Show. Welcome to Keep It Posit Sweetie, the place where we heal, grow, and learn together. Today is even more special because it's just me and my sweeties. It was important that I do this solo episode since I get so many questions about my personal branding, showing up online, and what it really looks like to build a brand while you're still becoming. Because I think a lot of people feel like they need to just have everything figured out before they show up. And that's just not the truth. So get ready. This is a lot of people. This is a lot of people. It's going to be so, so good. I hope you enjoy it.

Shelly. This is exciting. This is exciting. Solo episode. Yes. So we're going to talk about just some personal branding, which you're so great at. You do it so effortlessly, and I know that people are really wanting to know more. So we're going to just jump into it.

So first you'll start with IG. I row of IG. Right. So I'm sure you get asked about it a lot. You've been on Instagram since 2011. You have over 1,700 posts. And it seems like you never cleared your grid. I did a little clearing.

A little bit. Okay. But if you scroll all the way back and I'm sure a lot of the sweeties do, you can kind of see your evolution from early posts to like you announcing your styling gig with Tyler in 2016 to your lifestyle content. It's all there. So today people are really focused on aesthetics and curating, deleting, starting over. They might have color skins, all these things, right?

Let's talk about that. Why hasn't aesthetics ever been just something you've been fixated on? I believe that my entire life and brand isn't aesthetic, where I don't have to get caught up in the color schemes. I've seen people do that, and I've tried it, but it's just too much to keep up with, you know, and my life isn't a color scheme. You know, some days it's going to be bright, or days are not going to be so bright, and you're going to get all of it. You know, so I feel like there's authenticity, there's transparency, and not getting caught up in the super curated content and even the look of the page. you know, I am intentional about the content I put out. I think that's very important when you're building a brand.

But for me, that wasn't a big thing for me. I love that. Yeah, no, you're definitely consistent with the content, but more so like you kind of like, I like it because it's like if you like it, you're going to post it. Period. You don't think too much about it. Yeah, it's social media.

Yeah. People get caught up. It already takes up so much of our time, right? So much. So I believe that when it comes to it, just post organically, post what feels good to you. And what I've noticed is that if it feels good to me, nine times out of ten is going to feel good to the people that are following me.

That's what they're here for. So I think that's what sets you apart from other pages, you know, is that you are setting the tone. People know what they're going to get when they come to love Crystal Renee. Perfect. Yeah. So that kind of goes into like not really focusing what's on the page, what the brand actually is.

So talk more about that and how we say, like, you don't really care about what it looks like, but would it actually, the content, the meat of it? How do you kind of, is there a circler? Like, are you doing some type of, like, Liz, how do you figure out, like, this falls into the proper bucket for your content? Yeah, I think in the beginning,

it was about posting things that I organically did around the house, whether it was doing my hair, doing my makeup, interior design, you know, anything that I organically would do, I just put out my camera, you know, and just posted it just to let people kind of into my life, give them more of an insight of who I am outside of my YouTube and all the other things that I was doing back then, you know? I think a big part of it is making sure that people, you do things that are authentic to you,

not what everybody else is doing. And I think that's what set me apart. But I am intentional about what I post. I'm not just like, oh, let me just post this or whatever. I'm intentional to make sure that whatever I post is on brand with who I really am. I love that. I love that. So let's talk about that. You are consistent about it and you are intentional. What has that done for your brand? Man, it's done so much. And here's the thing. 2011, I started this. It's probably 2012, 13, that I started doing hair videos. That was planting seeds. And that was over a decade ago. You think about it's 2026. I was doing things because I loved it. Not to make money from it. I only think we were getting paid off of Instagram at that point in time.

We were just doing things that we loved. And this new age of social media was opening up a world that we weren't familiar with. And I look back now, all the things that I was organically posting has turned into brand deals for me. You know, and I think that's what makes businesses and companies and even the people who buy my products now really believe because of like, oh, she was doing this when she wasn't making anything off of it. You know, and I think that's important even when it comes to business. is understanding, do what you love, build off of something that you genuinely care about, something that you would genuinely use, not just, oh, this is popping right now, but I don't really use it.

Like, anything I do is something that I'm behind 1,000 percent. And I think that that's what I love following your content. I'm like, oh, Crystal said, because I know she ain't. No fraud. No fraudulent. So I know like, okay, this is legit. So I definitely know that about you and appreciate that. And I think that's what we all love about it.

It's like we know if you put your stamp on it, my girl, she didn't use it. She doesn't. Or she's going to tell you like, okay, this is what I like. Approach your own wrist. Exactly. I love it. So we know your story and how you've always wanted to be in a star, right? So your confidence was pretty much there.

But for someone that doesn't maybe feel like they have that confidence or just not sure, how would you, what would you tell them to do the start of building a personal brand if they don't feel confident yet. I would say that being in front of the camera is not the end-all be-all to building a brand. You know, I think there's been so much emphasis put on social media and online presence, which is very, very, very important. You reach so many more people on social media than you may be able to on a website or in other ways of marketing. But I would say figure out your strong suits what you are comfortable with, you know, because I don't feel confident every single day, you know, so I can understand like the person who may be like, like, I don't want to get

on camera, I don't like speaking, I don't like doing this, figure out research other ways to build a brand where you don't have to do things you're not comfortable with. But at some point, you're going to have to be able to speak about it, talk about it, whether you're trying to pitch it to a company or investors. There's going to come a point where you have to talk about it, but maybe getting in front of a camera may not be your thing. That's good because I know that a lot of people that shies a lot of people away from doing their dream and doing it because they feel like social media is the way to get it out there when there are so many different ways right but i will say this too shelley um there's two folds that some people are confident but they just feel like oh i don't

have enough following or i don't have all the equipment or the lights and all the things you have to start somewhere you know before i had this huge office and the lights and the camera the crew all that I literally had a tripod in my iPhone and I don't even remember what editing software I downloaded on my iPhone. I was doing everything and I didn't have all the followers but once people started catching on they're like oh I like this and before I knew it it started growing

but it's because I was doing something organically and I started with what I had. A lot of people feel like they got to start where they see other people finish. No like we all had to start somewhere. I don't want people to forget that you have to start somewhere start where you are, start with what you have. People are shooting the whole movies on their iPhones. These iPhones are so good now. Oh, good. You can do so many different things. Get on Amazon.

We were just talking about Amazon. We were just on my Amazon. Honey, get a tripod and get to shooting, you know? And it's, I mean, they've made it so easy now where you can, like, edit super easy. Sometimes, some apps even do it for you. So with AI, there's so many tools that are readily available. I think that it's so easy to get caught up in where everyone else is and comparing yourself to others, that can stop you and you can get pigeonholed like that. Absolutely. And I think some of my favorite creators are people that I started when they first started

and then seeing them and be like, oh, they got a new light or that's a new set or they got a new, you know, like it's always cool to see them evolve but still like being themselves and sharing the same content but elevating and getting better with it. Right. So speaking about evolving, how do you stay consistent when like you said you may not have the perfect light or things like that, but you know you have to shoot. What was your motivation to keep going? And something that's maybe not, say, per se, cliche,

but something that people could really hold on to. Yeah, that kept me going when I was doing it all by myself with the bathroom light, honey. I don't know if I had a ring light at that point. That was an investment I had to make. And when you're first starting out, everything is an investment. And sometimes you don't have the money, so you've got to save up for it. I think the thing that kept me going was attraction.

You know, when you see people are interested and invested in what you're doing, they keep coming back and they're like, oh, please make more content like this. Even if it's just a few people, you know you're on to something. You know, so I think finding what that niche is, your lane, and create off of that and create out the momentum, that's something that definitely kept me going. And even today, I feel like sometimes when you don't get the claps initially, you kind of want to give up. But if it's something you truly believe in, continue to do it, continue to create.

because everybody's not going to love everything. There's stuff that I do, and some people are like, ah, you know, in the beginning even, they were like, uh, she's not good, you know, but then it's like God had another plan and then it turned into something else. So I think if you believe in it, no matter what, just keep pushing. That's with anything, not just. Right. Yeah.

Everything. Okay, so let's get into something else. So I have made avid, I need a social media break. I'm always like, I got to get off. And I'm like, dang, pretty much I got to stay tap there. What do you do? So I often have been thinking about you a lot because I'm like, she posts great. She always posing consistent.

You know what's going on. She does it so well. When you're building the brand, showing up consistently sounds good, but in real life, it can be a lot just from like the doom scrolling, the news, the bots, like everything, right? Yeah. Has there ever been a moment where you felt burned out from showing up and wanted to take a break from social media? And then what did that look like?

Did you do it? Do they like, ah, like what did that? Could you sell it in the content? Like, what does that look like for you when you are feeling that way? A lot of times people on the outside wouldn't know it because you continue to show up. But I get social media fatigue quite often. It's a lot. It's demanding.

You get desensitized. There's so much that's being pumped out. Every time you're open your phone, you're seeing something that we shouldn't even be seeing. You know, like our psyche is not meant to take in so much information. and there's so much that we're being given every single day. So for me, yearly, I take like a month off. And sometimes there may be other periods where I'm just like, I got to shut it out. But when you are building a brand, it's really hard, Shelley.

It's hard. You feel like my life is dependent on this. I got to keep posting because if I don't, then they're not, I'm going to lose followers and followers turn into dollars. And I got to. So we put this pressure on ourselves to continue to be present, but we're not showing up for ourselves. so we're not showing up for our families, the people that love us. Because you think about people that are really into the social media world,

you go to dinner with them. What are they doing? They're in their phone. Are they getting content? Exactly. I do that too. I feel like, hold on looking at food getting caught. I've got to get this photo.

Before you take a bite. Yeah. I'm like, okay, now y'all can eat. But it's one of those things where it consumes everything, and I feel like we are losing a sense of reality when it comes to that. Even that personal touch or just. It's like being in tune with each other. We miss so much because we're blinded by our phones.

You know, so I think it's one of those things I get burnt out a lot. And when you're doing it on your own, it's going to happen. You know, I'm fortunate now where I have a social media manager. I have someone where I can kind of tap out. And she loves that. She said, no, I want you to disconnect. Yeah. You know, and she loves creating.

So it's perfect. Shut of Ayanna. Yes. But she's over to edit it now. Hey, Iiana. I'm shouting you out. She's so focused. She's really like locked in.

She's locked in. She's like working now. Yeah. Love it. But see, now I have somebody that can do that so I can have these type of conversations or I can go study. Right. I'm about to film.

So I have so much going on where eventually you'll have to delegate. You know, that's something I had to learn the hard way because I love being hands-on on everything, you know, because it is an extension of me. Everything I do is an extension of me. So it's hard for me to let go or relinquish the experience. control because not everybody does things the way you like. So it is a vetting process to find the people that can do it the way you would do it to the standard that you want it. But yeah, it's one those things. Burnout is real and I think it is very important to disconnect from the phones,

take a break. You know, there's so much clarity that comes with it. So much. When I tell you, I take social media fast, I get so many amazing ideas, ideas that are going to bring more wealth, more opportunities to the people around me that I probably wouldn't get to, because all you're seeing is what everybody else is doing. There's nothing original coming from it because it's like, oh, this is what we're doing. Okay, this is on trend, you know? No, like tap out so that you can really tap into the source to get those original ideas that are just for you. Tap out so you can tap in.

Come on, that's a bar. Write it down. Put it in your notes. So I love that. So is your month, for your month, is it like a set month or you just kind of like you just feel like, okay, I'm going to have a little bit more downtime. time, let me, or do you have it like already program, like, you know, the holidays or? I have a September sabbatical that I do. This started a few years ago, and September is my month where I go dark, and it's crazy

because God prompted me on this probably two years ago, two or three years ago, and I had been, like, looming right under a million. It's like maybe 100,000 under a million. I took that month off, and when I came back, I had a million. Miss nothing. Miss nothing. And it was a message in that. I posted this on my Instagram page.

Sometimes when you tap out and tap in, it was metaphorical for me to show that like are symbolic for me that when you let go and like focus on God, he handles the things that you're so focused on. It's like, I got to do this. I got to do so I can keep building and keep building. And he was like, focus on me and watch what I do. And that turned into something else.

And you know, it's just one of those things where I've noticed that in every area of my life. when I just let go and let God, it multiplies. Yeah. Chill, I love that. It's like, don't even worry about it. They're going to be here. They're waiting on you.

They are. And when you come back, they're excited, you know? Yeah, and you've got some refreshing ideas. So, yeah, take your time. Let that thing marinate. Yeah. It's always better that way now. It is.

It is. So you're basically talking about discipline and how you're discipline, not only how you show up in, like, your working things, but you're disciplined when you listen to God and take a, take a beat, right? But how do you decipher between, okay, stand discipline, I'm opposed to day, or I'm just tired, like, I need a break. Like, how can someone kind of know what the difference between, like, actually, no,

you need to get up and do it versus like, okay, this is real burnout. You really need rest. Yeah, I think having the discernment and being in tune with your body and what your body needs is very important for any person in business, but especially entrepreneurs. When it comes to pouring, you're pouring so much. much. If you're depleted, you have nothing to give your company and the people that are working for you and with you. So I think it's very important to take those moments. I'm a blackout queen. When I say blackout, I mean blackout dates, okay, on the calendar, not available. Don't call me.

And that goes for everything, you know, so I think when it comes to social media, just listen to yourself. Like when you know you need a break mentally, literally, physically, whatever it is, shut the phone off, don't pick it up. They will be there. Like we said, the people are going to be there. They're going to be excited when you come back. They're probably going to be wondering where you are, which builds great anticipation. I mean, it's really strategic, honestly. You know, if we want to talk about brand strategy.

Sometimes not being so seen or in the light can be a blessing and a strategy as well. So let's talk more about that and just kind of. kind of stay in the course and, you know, really listening to yourself and things like that. So now, and then also to speak for someone that may not have those million followers and kind of like really starting because I'm a comic creeper. I like to look on the comments and see what's going on. But I feel like the sweeties, it's literally keep it positive sweetie on your page, right? But how do you protect your energy?

Because I'm sure because you can actually see the notifications, it's not telling what you see, what people are actually saying and things like that. How do you protect your energy while still building your brand? And in those earlier years, when you were first starting and the naysayers for real, like how did you just keep showing up? And what does that look like for someone in that space early on you think? Well, I have innately been a risk taker. I don't care what you say.

I'm going to do it. You know, that's always been me. It didn't matter what it was. My mom could say, I don't like that. And I would literally look at her and face and be like, I do. Like, I just never cared what anybody else. until I became famous. And then it's like you, I think when you're hearing of people you love, it's one thing.

But when you're hearing it from strangers, people you don't even know that are hiding behind their phones or computers, I don't know why, because it should be the complete opposite. It stings differently, you know, and I think it took me a long time to get to a point where I just got out of the comments, you know, like when it came to, like, my stuff. You know, like you post it, comment, you know what I'm saying? It's good to comment and engage with people because that's what it's about. But then at some point it's like, all right, that's enough, you know, because at some point you're going to get down there and it's going to be something that's not so positive, right? So I think for me, it's maintaining my piece is knowing when to log off

and also just knowing that everybody's, I'm not everybody's cup of tea and that's okay. I'm okay with that, you know, because there's a 1.5 million. people that love me, you know, so, and I'm sure it's more than that, but on Instagram, we just count on Instagram. I don't know how people in the world love me. Yeah. Everybody, everybody. Everybody. Everybody. Everybody love me. But yeah, when you look at the grand scale of things, you know, I know my God loves me, my mom and daddy love, my family love me, and I've got a tribe of sweeties who just ride for me. So, you know, when you look at that, it's like, am I really about to give these

few people this much attention and allow them to disturb my peace? No, I'm not doing it. So that's where I have now. That's how I protected. I love that. So before I get into some other stuff, I just had another question that popped in. How is it now with Instagram? Like, at first, you know, people use it as like as a home girl. Like you could check in on people.

It's like your job, like your business. How was that for you to kind of like switch? Like you can't maybe send a little shade comment to your home girl because they're like, it's on the shade room. You know, like, how were you able to work? Did you have to shift that mindset? Has there ever been a time where you were like, I could not post it. You know, like, have you ever had those moments where you couldn't be in your comments because it's like, I am Crystal Renna?

Yeah, you know, there's plenty of times I want to clap back on people, and I had to remind myself of who I am. You know, it's like, you can't do that. You know, when Michelle Obama says, when they go low, we go high, you know. So it's like I have to remember the influence that I have, the responsibility that I carry now as Crystal Renee Hazlett. And the brand is positivity. Am I leading with that? You know, so I try to exude that in every aspect of my life. Yeah.

Yeah, that counts. I'm going to have to be very, like, because you, listen, now, I'm human, okay, and I'll get with you now. What you say now? So I have to, I might do a little da-da-da-da-da-da, and then that delete button. Delete it, right. Or screenshot, like, y'all see this? Like, yeah, dog.

So we've been talking a lot about, of course, Instagram, because that's like deleting, but you are everywhere. You're in Instagram, TikTok. YouTube, Patreon newsletters, websites, it is a lot to manage. So we, of course, know you have Ayanna, shout out to her again.

But when you think about all those platforms, do you think they serve a different purpose or do you approach them the same? Is it hard to decipher? Like, was it hard to decipher? Okay, I'm going to use this for this. And then again, like, you're a brand. So not being on TikTok really wasn't an option

because one of somebody is still your name and be... Girl. You're making content anyways. Listen. What was that like for you? And how do you, I mean, they're only making more social media and things like that. So how do you decide where you're going to, you know, land? Yeah, that's good.

When it comes to the content, this is something Iiana and I have set down to really decide, like, what type of content goes on each platform. So with TikTok, I do this thing basically called a FaceTime where I'm talking straight to camera, doing a life update. And I talked about what I have going on, lessons I may have learned in this season. or whatever I have going on, I really just open up transparently about it. Nine times out of ten, I'm doing my makeup, or just like sitting with no makeup on having a real conversation. And I found that those are moments that they really enjoy. So I was like, okay, we'll do this on TikTok.

And then we have some of the more fun, trendy content on TikTok. And then you go on Instagram, it's more branded. We have the podcast. We have the hair care launch, unapologetic. It kind of shows you everything that Crystal Renee Hayes a brand encompasses, right? So it's almost like a pitch deck, you know. But like if you go on, it's like any brand that we want to talk to, they can go to my Instagram and be like, oh, she works out.

Oh, she's a health nut. Oh, she loves a lord. It's there. You know, so they don't have to question like, what is she about and who is she for? Do we want to work with her because it's all there? YouTube is solely keep it positive, sweetie, you know, trying to decide if I want to open that up to other things, maybe vlogs and things like that but most of that lives on Patreon which is our paid subscription and it's one of those things

and it is a lot to keep up with which is why I need an Ianna because it's a lot and it can get draining and one point I was doing everything I was posting stuff on YouTube I was posting on Instagram pushing it to Facebook I was posting on TikTok then I had to post it on Patreon and it's like oh my gosh like I need help you know so it's one of those things you do what you got to do until you can get the help that you need. So we're going to talk about that, but before we get into that, you said it's something that you did just because you had to do it. So the person that's in that point, they might be right at their tipping point

where they can go pay somebody, but they're there now where they still have to do it. What are some strategies for them that you have? Is it plan or organization, notes, system, like automated? What are some things that people could do to really make sure that they're showing up on all these platforms, but it's just them? There are so many amazing apps. I'm not going to plug them because they're not paying me. Unless y'all want to talk.

We can talk. But there are apps where you can plan. Properly planning social media will alleviate a lot of the time that you have to spend. Have a batch of day of shooting. Just schedule out. Okay, I want to shoot. Get ready with me. Make a routine, hair routine, workout video.

Whatever those things are, write it out. Figure out if there's a day that you can just shoot all those different things. Like wake a bit more, you know you're going to work. out film it I did that this morning knock it out you know I know that I'm probably I did my hair so I knew it was day five hair I wanted to show them this is what I do my hair's looking crazy get that water bottle and that gel that unapolite anapolite you know it look you just nishologetic gel get that I know right get that unapologetic gel and we're going to slick this thing back you know so like I kind of think through my day okay what I have to do

scheduled out you know and sometimes just pull it out. It doesn't have to be perfect. People think they got to have all these cameras and it's got to be a shot and overhead and all this stuff. Honey, I do all them shots with one camera. I lift that thing up and slant it down, pull it back down, get different angles. You know, you can do all that with one camera set up, you know. So I think scheduling it out, there are apps that you can use to do scheduling so that you know on Thursday this is going up. It can already be in there and it's already scheduled out. You're good. I think that until you can do, sometimes you're going to have to do what you got to do, you know, and it's just a part of it.

This is what you really want to do. I'm telling you every single job, I don't care what job it is. When you do it, there's going to be something that you don't really enjoy. And sometimes it's maybe the shooting that you're tired of, but you know it's a part of the job, so you just got to do it. 2%. That is the number of people who take the stairs when there is also an escalator available. I'm Michael Easter, and on my podcast, 2%. I break down the science of mental toughness, fitness, and building resilience in our strange modern world.

I'll be speaking with writers, researchers, and other health and fitness experts, and more, to look past the impractical and way too complex pseudoscience that dominates the wellness industry. We really believe that seed oils were inherently inflammatory. We got it wrong. Many of the problems that we are freaked out about in the world are the result of stress. Put yourself through some hardships, and you will come out on the other side a happier, more fulfilled, healthier person. Listen to 2%. That's T-W-O-Persent on the I-Hart Radio app, Apple Podcasts, or wherever you get your podcasts.

A win is a win. A win is a win. I don't care what I'm saying. Yep, that's me, Cliver Taylor the 4th. You might have seen the skits, the reactions, my journey from basketball to college football, or my career in sports. media. Well, somewhere along the way, this platform became bigger than I ever imagined. And now I'm bringing all of that excitement to my brand new podcast, The Clifford Show. This is a place for raw, unfiltered conversations with some of your favorite athletes, creators, and voices that not

only deserve to be heard, but celebrated. One week, I'll take you behind the scenes of the biggest moments in sports and entertainment, and the next, we'll talk about life, mental health, purpose, and even music. The Clifford Show isn't just a podcast. It's a space for honest conversations, stories that don't always get told, and for people who are chasing something bigger. So, if you've ever supported me or you're just chasing down a dream, this is right where you need to be.

Listen to The Clifford Show on the IHeart Radio app, Apple Podcasts, or wherever you get your podcast. And for more behind the scenes, follow at Clifford and at TikTok Podcast Network on TikTok. Do you remember when Diana Ross double-tapped Little Kim's boobs at the VMAs? Or when Kanye said that George Bush didn't like black people. I know what you're thinking.

What the hell does George Bush? We've got to do a little kill. Well, you can find out on The Look Back at it podcast. I'm Sam J. And I'm Alex English. Each episode, we pick it here, unpack what went down, and try to make sense of how we survived it. Including a recent episode with Mark Lamont Hill waxing all about crack in the 80s. To be clear, 84 is big to me, not just because of crack.

I'm down to talk about crack on day, but just so y'all know. I mean, at this point, Mark, this is the second episode where we've discussed crack. So I'm starting to see that there's a through line. We also have AIDS on the table right now. Thank you for finishing that sentence. I don't think there's a more important year for black people. Really? Yeah.

For me, it's one of the most important years for black people in American history. Listen to look back at it on the IHeart Radio app, Apple Podcasts, or wherever you get your podcasts. Welcome to my new podcast, Learn the Hard Way with me, your host, and your favorite therapist, Kear Games. And in recognition of Mental Health Awareness Month, I'm bringing over a decade. of my own experience in the mental health field and conversations with so many incredible guests. I'm talking. Trip Fontaine, Ryan Clark.

Sometimes when we're in the pursuit of the thing, we get so wrapped up in the chase that we don't realize that we are in possession of the thing. And we're still chasing it. And we don't know when we've done enough. Because people scoreboard watch. Life becomes about wins and losses. Steve Burns, Dustin Ross.

Because you find it important to be a good person while you hear on earth. Are you a good person? because you're afraid. Because that's two different intentions, bro. Absolutely. And that's two different levels of trust. I want you to just really be a good person.

Join me, Keer Gaines, as we have real conversations about healing, growth, fatherhood, pressure, and purpose on my new podcast, Learn the Hardway. Open your free iHeartRadio app. Search Learn the Hardway and listen now. Yes. Come on, come on here.

Go down to you. I know that as an entrepreneur, you have to be you have to have a social media presence you have to share your work your social media profile and presence has become your resume your capabilities deck but for some of us it's not that easy to kind of create the content share in that way we're probably more I don't know if it's old school or uncomfortable in sharing that way so my question is as a creator as a multi-hyphenate how much of the content that you create and the amount

of content that you create, how much of it is strategy versus passion? That's a great question, Shana. Okay, so I feel like when you're in alignment with strategy and passion, it marries, right? So with the hair care line, it's a passion, but it's also a business. So I have to be strategic about how we do this. Are we doing storytelling? Are we going to, like, show organic, like today we posted me washing you in West's hair. that was organic, showing like me really into the project.

And then like today we had a big meeting for another, I'm a serial entrepreneur at this point, for another venture where I had Iona come shoot BTS, and that was because I'm always thinking of storytelling. But for the people who may not be like, because you have an incredible marketing company, event planning, you do a lot, there may even be NDAs where you can't even film the stuff, you know?

So I think finding those moments where you can, having a videographer, you don't have to be talking. And you make, because some people don't want to be in front of camera. They don't want to be out there, dance and all into videos and stuff, you know. So people just want to get the work done. So I think having someone there just to fly on the wall, capturing the content and creating to show people, this is what, because you do it at a very high level. People don't even know half the stuff you do. So I feel like even just having somebody come in and be like, hey, I don't want to be on camera.

You can catch me. I don't want them to hear me talking. Just get BTS, fly on the wall so people can see how I create these and curate these events without, you know. you having to really be a part. But that's strategic showing that, one, building your brand, also when people like, when I say, hey, you need to book Ashana, but when you go on Ashana's page, you don't see nothing about what she does, you know, not really.

So like even if you don't want it to be your page, what we're doing now is kind of separating, keep it positive sweetie from Chris Renee Hazlett. Build out an Ayer's agency page, I would say that, and that takes you out of it, but shows everything you can do. So when people are like, oh, the Ayer's agency, oh, this is what they do, you know. So did the answer? Yeah, it starts with the passion and then become strategy.

Yeah. And if you're really passionate about it. It doesn't feel like force. Yes, yeah. Because people can tell that show up, yeah. No, for like create, like, as much as I'm into creating, like a beautiful experience or experience that is intentional, you just do the work.

I need to be as passionate about documenting it. Yes. And so that is the question. You're so present though. And I feel like you come from like a different world, like from, you know what I'm saying, with some real goats of our time where you don't, oh, geez, where you don't film everything,

you don't document it, you don't talk about it. And if it is, it's more like documentary style where we're telling a story for later, where somebody just... It's important. It is. And in order to compete, you got to have it. You have to be able to show the work.

And like now it's not, you can't just write it on paper and say, I did this, I did that. It's like, we need to see it. And like, you're the community that you've been. and the movement that you build around your business is as important. It is. And I definitely acknowledge that, which is why this conversation was very important. The AIS, yes.

No. So I really feel like Ashana, you should, like, put that in your line items. Like, that should be a part of your budget. Videographer, every event you do, have a videographer there from beginning to the breakdown. Like, it should be, yeah, and even have them do a time lapse. They'll be dope, too. Don't even talk to you, like, just be. Yeah.

Yeah. Because you recap for the client anyway, so you might as well go ahead and... And even having new testimonials, like, where people are like, hey, I'm catching some testimonies about this event, how did you enjoy yourself? Where people can get real, like, you know what I'm saying? It doesn't feel forced. It's not rehearsed or scripted. People would absolutely love to see you and love. Yeah.

They would love it. That's a show in itself, honey. They would love it. That's a show! They would love it. But this is great. So this goes back to who Ashana is. A show.

to host show to on billboard I'm pitching that but that's perfect now so that helps because I feel like what we're talking about Ashana is one of those people that is present relationship she can call anybody she literally

knows everyone in the room so that goes into my next question which is resuming out for a second so social media is a very small part of the brand but it's a big part for you right but without social media, I still think you would thrive just because of your ambition and things like that.

Thank you. It's not the whole story. So brands also live in your relationships, your partnerships, your real-life interaction. How do you think about your personal brand beyond social media in real life in these rooms and their relationships? And I say that because we talk a lot about how we meet people who may come in here.

We'd be like, that's not, you know, like, or a lot of people is like, you are how you are on the internet, right? Yeah. talk about your real relationships, and I always said it about you, like, you are exactly who you are. I love that, you know? Thank you. But let's talk about that. And people that forget social media, just those type of relationships, what does that do for a personal brand?

Everything. You know, so many of the deals that I've been able to accomplish have been off of true, honest relationships that didn't start off as transactional. You know, I think a lot of times you get caught in, what can you do for me? you know and when you really just go into it like yo I really like what you doing like I rock with you how can I serve you how can I pour into you you're building real relationships with people outside of the social media world I think it also translates through how when I go out in public or I have events where I actually get to see the people who support me that's when the real tangible things happen because you can really connect with someone versus oh it's all through

the internet and through social media where I'm just texting you and like, hey girl, I see you. When you can actually get with somebody and really look at them in the eyes, it's something different about that. And I think that's how my brand translates off of social media into real life, which is why I love doing the live shows. I love

doing the pop-ups, the meet and the people. Yeah, it's so important. And it can be I am an ambivert where like I can be an introvert and an extrovert. And it's one of those things where my energy and my battery depletes really fast. So I have to allow myself to have my energy stored up so that when it's time, I can give them everything that they deserve, you know.

But as soon as I'm done, my team knows, I'm like, all right, because it's like it takes everything out of you. It's a lot. It is. But I think it's so important. And that's the biggest part. People relate to real, you know. And I think once you get behind it.

the screen and get in front of the people, that's where the real, the real energy, the real relationship is built where they're like, no, I know this girl. Like how you, like when you meet me, it's like, oh, oh. Yeah. She is and she is. I feel it. You know, I'm a big energy person, so I feel it. Yeah.

I love that. Okay, so I'm sure a lot of that and going back to the team, a lot of that, you're able to do that and be present in these rooms again because of your team. Yes. shout out the team When was the first time Well what was it when you were like I cannot do this all by myself

And was it from like a Not that part but when did you know And was it more like Okay I'm a sacrifice the cost for it Or I got the cost It's more like about my peace What was the last straw Like oh no I got to get somebody to do this

That's really good I think it was season two of sisters So that's probably like 2020 Going into 2021 after the world opened back up, which Atlanta never closed, I think it was then where I realized I needed a team, and that I started with management. And then from there, new opportunities came,

and I was like, okay, now I need a videographer. Like, I've got brand partnerships. I've got to do content for them, and it was more than me just setting up a tripod at that point. Like, they needed certain things. So I needed to start building this team. And then even then I was still doing a lot of stuff organically on my own. It really wasn't until 2024, towards the end of 2024, that I started to build things beyond my own capability where I knew I was like I cannot do this.

Like where I want to go, my vision got clear. I was praying for enlarged territory. and I knew where I was going like I could see it. I knew where I was going. I was like I can't do this by myself. So building the right team, people that understand me, that see me, that see the vision, that get it and don't mind

getting in the trenches with me doing the work. When I tell you my team, I was on an interview the other day and I said, there's nothing that I've come to them with. And we just talked about how Ashana can literally call anybody on the phone and say, I don't care what it is. Between her and West, I can say, hey, I got this idea.

is what I want to do. And they're like, oh, I know somebody, like in a meeting is set up within, you know what I'm saying, in the week or so. So it's a blessing one, but it also is a beautiful situation when you have people that get it and you're in alignment, you know, even with what we're doing now, we got the hair care line. That was Ashana, you know, like saying, hey, no, we're not selling squares on an Instagram page. We want to build a brand.

and we want equity and like some big boss okay can we get into it like and that's the type of energy that I give you know like listen like we ain't tiptoeing you know we're stopping around this day we're gonna be over with it but like we're coming and taking what's ours and understanding that the world is our oyster you know and we're not a monolith

we don't have to just do one thing but you cannot do that by yourself and I think that was 2014 was our realize I got big goals and big dreams and girl you cannot do this on your own we're going to have to pack the tripod up pass it on yeah and get some help yeah so for someone that's like okay I'm ready the team but and we talk about this a lot just like the tenacity needed people that's not getting the trenches what does that look like or I mean we talk about legends of shalny and west so it's like come on now yeah it speaks for itself yeah but first of someone that is like, okay, I'm going to have to interview people. I'm going to have to do this.

Where, what does that look like to someone you think? Let's talk about it because I, let's talk about it. I had, I hired my first assistant probably in 2022. Hired an assistant. I met her at a Hawks game. And she just seemed like a really, you know what I'm saying, young, eager, energetic person. I was like, this might be a good fit, you know. So we interviewed her. We interviewed one other girl. The other girl came in with this energy like, oh, I know I got the job. And I was like, no, I didn't need that.

I needed somebody, because I could already tell where that would have gone even working together. Like, you're too comfortable already. Yeah. That's not going to work. So I ended up hiring the other girl. And she ended up being a thief. Yes, she gave my gate code to my housekeeper. I had never given that code to anybody.

Gave my alarm code to my housekeeper. And I would have known that because my. my alarm takes pictures every time you put in the code. So I know who's in, like, I literally can see who punched in the code from my phone. And so I called him like, hey, I was like, did you go let the cleaning people in?

And she was like, yeah, and I'm like, no, you didn't. No, you didn't. I was like, because I see Esmeralda on my ADT. Okay. Me and Ezzy, me and Ezzie been together since 2015. Ain't anybody getting them codes. Okay, so you got to go.

But it's, this is a thing. Like, people think that it's, it's just so easy to find good help. It's not. You know, and you're going to find people that are not honest, you know, and people that will take advantage of you, but you cannot allow it to harden your heart. You got to stay open, knowing who you are, will eventually be transferred through the people that are around you. So that was a thing where, like, I hired somebody, and it was not a good experience. And I wanted to share that because I think a lot of people look at me and be like, oh, her life is great. She's never had any, no, I've, I've had

instances where that was a bad choice. This is what happened, and I had to learn from it. But that's when it comes to vetting and really trying to interview. How long after that, did you take a beat and was like, hold on now? I don't know about just listening. Or was it like, okay, get back on this. I ended up hiring somebody that I knew. Okay, okay.

Yeah, I ended up going with a close friend Marquise. Okay. Yeah, it was like a brother's man. I ended up hiring him. And then, yeah, but like it's like, you know, one of the things where everybody has dreams, everybody has passions. So understanding, you got to find somebody who really wants to be in that position. I think a lot of times you want to help people,

we want to do different things and bring people on. But you have to talk about what are you really trying to do? What is your end game? For me, I know I need an assistant that want to be an assistant. You know what I'm saying? Somebody who they just thrive off of helping people, a heart of service, you know? And you got to do that with every position. What do you really want to do?

And you got to put them in position to thrive. You know, even if you're my assistant, but you want to be a writer, okay, I got an opportunity for you to write as well so they can stay. still be filled, you know, because you may like doing something, but may not be feeling your purpose and making you fool, you know, so I think it's important as a leader to also talk to your team and, like, really find out what do you want to do? Why are you here? Because you can have people around you that's just trying to get a check, you know what I'm saying? But if they're not passionate about it, it's going to show eventually. Two percent. That is the number of people

who take the stairs when there is also an escalator available. I'm Michael Easter, and on my podcast 2%. I break down the science of mental toughness, fitness, and building resilience in our strange modern world. I'll be speaking with writers, researchers, and other health and fitness experts, and more to look past the impractical and way too complex pseudoscience that dominates the wellness industry. We really believe that seed oils were inherently inflammatory. We got it wrong. Many of the problems that we are freaked out about in the world are the result of stress. put yourself through some hardships, and you will come out on the other side,

a happier, more fulfilled, healthier person. Listen to 2%. That's T-W-O-Persent on the I-Hart Radio app, Apple Podcasts, or wherever you get your podcasts. A win is a win. A win is a win. I don't care which I'm saying. Yep, that's me, Clifford Taylor the 4th.

You might have seen the skits, the reactions, my journey from basketball to college football, or my career in sports media. Well, somewhere along the way, this platform became bigger than I ever imagined. And now I'm bringing all of that excitement to my brand new podcast, The Clifford Show. This is a place for raw, unfiltered conversations with some of your favorite athletes, creators, and voices that not only deserve to be heard, but celebrated. One week, I'll take you behind the scenes of the biggest moments in sports and entertainment,

and the next we'll talk about life, mental health, purpose, and even music. The Clifford Show isn't just a podcast. It's a space for honest conversations, stories that don't always get told, and for people who are chasing something bigger. So, if you've ever supported me or you're just chasing down a dream, this is right where you need to be. Listen to The Clifford Show on the IHeart Radio app, Apple Podcasts, or wherever you get your podcast. And for more behind the scenes, follow at Clifford and at TikTok Podcast Network on TikTok. Do you remember when Diana Ross double-tapped Little Kim's boobs at the VMAs?

Or when Kanye said that George Bush didn't like black people. I know what you're thinking. What the hell does George Bush got? to do a little kill. Well, you can find out on the Look Back at it podcast. I'm Sam J. And I'm Alex English. Each episode, we pick it here, unpack what went down, and try to make sense of how we survived it.

Including a recent episode with Mark Lamont Hill, waxing all about crack in the 80s. To be clear, 84's big to me, not just because of crack. I'm down to talk about crack on day, but yeah, yeah, literally. But just so y'all know. I mean, at this point, Mark, this is the second episode where we've discussed crack. So I'm starting to see that there's a through line. We also have AIDS. on the table right now.

Thank you for finishing that sentence. Yes. I don't think there's a more important year for black people. Really? Yeah. For me, it's one of the most important years for black people in American history. Listen to look back at it on the IHeartRadio app, Apple Podcasts, or wherever you get your podcasts.

Welcome to my new podcast, Learn the Hard Way with me, your host, and your favorite therapist, Kear Games. And in recognition of Mental Health Awareness Month, I'm bringing over a decade of my own experience in the mental health field and conversations with so many incredible guests. I'm talking. Tripp Fontaine, Ryan Clark.

Sometimes when we're in the pursuit of the thing, we get so wrapped up in the chase that we don't realize that we are in possession of the thing and we're still chasing it and we don't know when we've done enough because people scoreboard watch. Life becomes about wins and losses. Steve Burns, Dustin Ross,

because you find it important to be a good person while you hear on earth? Are you a good person because you're afraid Because that's two different intentions, bro. Absolutely. And that's two different levels of trust. I want you to just really be a good person. Join me, Kear Gaines, as we have real conversations about healing, growth, fatherhood, pressure, and purpose on my new podcast, Learn the Hard Way.

Open your free, our Heart Radio app. Search Learn the Hardway and listen now. I think it speaks to character, too, though, because in this industry, we all know, and I'm sure in several industries, people have such. ego so it's hard for you to I just want my assistant to myself or I just want my and it's like no you have to really get to know a person and know what a person

wants and know like you said great territory God has things coming for you so if you so it'll come back and I think you do a great job of that just with your team overall like we are all going to eat but was that always a mentality is it something that you just saw practice or you know for someone that doesn't have that mentality How could they shift their mind to be open to allowing someone to have a position on their team

but also be doing their own thing? Yeah. Honestly, a lot of people who are watching this probably already know my story with how I even got to where I am now. And that was through Tyler Perry actually allowing me to do what I love and give me the opportunity to do what I really wanted to do. Right. You know, so I don't even think I'd be sitting right here today if I hadn't had the guts to ask. one or for him to be like, I support that, you know?

So I think seeing it and being a recipient of it allows me to also see other people and be cognizant of, hey, what is it that you really want to do? And also knowing how I am and knowing that there's so many different things I want to do, you know, so understanding that just because somebody is in this position, I tell my team this all the time, like, West is building a brand. I tell them all the time, hey, I know this isn't your end-all be-all. Ashana has an incredible company. This isn't her,

Crystal Renee Hazelit, enterprises, whatever we would call it, is not their end-all, be-all. They have other things they're doing, but I never feel it. You know what I'm saying? Like, they don't take on too much. Then I always tell people,

take on as much you can, you know, because you want to give excellence in every part. I never feel like I'm getting a backseat to anything when it comes to them. And I think it's important because a lot of times you hire people

and then it's like, I'm not, I'm not getting that. But what was your question? No, you're answering it. No, you're answering it. No, you're answering it. No, you're answering it. We're covering everything.

Yep. 2%. That is the number of people who take the stairs when there is also an escalator available. I'm Michael Easter. And on my podcast, 2%, I break down the science of mental toughness, fitness, and building resilience in our strange modern world. I'll be speaking with writers,

researchers, and other health and fitness experts, and more, to look past the impractical and way too complex pseudoscience that dominates the wellness industry. We really believe that seed oils were inherently inflammatory. We got it wrong. Many of the problems that we are freaked out about in the world are the result of stress. Put yourself through some hardships, and you will come out on the other side a happier, more fulfilled, healthier person. Listen to 2%.

That's TWO% on the I-HeartRadio app, Apple Podcasts, or wherever you get your podcasts. A win is a win. A win is a win. I don't care what you're saying. Yep, that's me, Clever Taylor the 4th. You might have seen the skits, the reactions, my journey from basketball to college football,

or my career in sports media. Well, somewhere along the way, this platform became bigger than I ever imagined. And now I'm bringing all of that excitement to my brand new podcast, The Clifford Show. This is a place for raw, unfiltered conversations with some of your favorite athletes, creators, and voices that not only deserve to be heard, but celebrated.

One week, I'll take you behind the scenes of the biggest moments in sports and entertainment, and the next we'll talk about life, mental health, purpose, and even music. The Clifford Show isn't just a podcast, it's a space for honest conversations, stories that don't always get told, and for people who are chasing something bigger. So, if you've ever supported me, or you're just chasing down a dream, this is right where you need to be. Listen to the Clifford show on the IHeart Radio app, Apple Podcasts, or wherever you get your podcast.

And for more behind the scenes, follow at Clifford and at TikTok Podcast Network on TikTok. Do you remember when Diana Ross double-tap Little Kim's boobs at the VMAs? Or when Kanye said that George Bush didn't like black people. I know what you're thinking. What the hell does George Bush got to do with Little Kim? Well, you can find out on the Look Back at it podcast.

I'm Sam Jett. And I'm Alex English. Each episode, we pick it here, unpack what went down, and try to make sense of how we survived it. Including a recent episode with Mark Lamont Hill waxing all about crack in the 80s. To be clear, 84 is big to me, not just because of crack. I'm down to talk about crack on day, but just so y'all know. I mean, at this point, Mark, this is the second episode where we've discussed crack, so I'm starting to see that there's a through line.

We also have AIDS on the table right now. Thank you finishing that sentence. Yes. I don't think there's a more important year for black people. Really? Yeah. For me, it's one of the most important years for black people in American history. Listen to look back at it on the IHeart Radio app, Apple Podcasts, or wherever you get your podcasts.

Welcome to my new podcast, Learn the Hard Way with me, your host, and your favorite therapist, Kear Games. And in recognition of mental health awareness month, I'm bringing over a decade of my own experience in the mental health field and conversations with so many incredible guests. I'm talking, Tripp Fontaine, Ryan Clark, Sometimes when we're in the pursuit of the thing, we get so wrapped up in the chase that we don't realize that we are in possession of the thing. And we're still chasing it. And we don't know when we've done enough. Because people scoreboard watch. Life becomes about wins and losses.

Steve Burns, Dustin Ross, because you find it important to be a good person while you hear on Earth. Are you a good person because you're afraid? Because that's two different intentions, bro. Absolutely. And that's two different levels of trust. I want you to just really be a good person. Join me, Kear Gaines, as we have real conversations about healing,

growth, fatherhood, pressure, and purpose on my new podcast, Learn the Hard Way. Open your free iHeartRadio app. Search Learn the Hardway and listen now. Yes. Mm-hmm. Yeah. She knows it's going to get handled.

Yes. Grace and trust, that's good. I was definitely thinking that, and that's what I was going to say overall. is even with the team that you chose, they were chosen for a reason. You see the roster. You see how it's full circle. You see the storytelling of it all.

And I feel like you do the same thing as well. Just the connections and how everything is. So I think that's great to even say that. And again, you know who you have as your team. So you're also trusting them. But that goes back to mindset, to mind shift and how it may not have always been like that, right? So you find your perfect executive assistant. Shout out to Herman.

Have Herman. That guy. You find your perfect manager. You find these things, right? How did you shift your mind to be like, okay, this is what I wanted. I wanted it on autopilot. I wanted not to have to think about it. I wanted to just say something because I'm sure they didn't just come overnight.

What was that like for you? Were there any instances where it was like, eh-ee? It's always like that for me because I'm so hands-on. Like, I don't think anything is ever autopilot. We all work really hard to make this happen. You know, everything people see, I had some people ask, like, I've been seeing people like try to talk to us and I'm like, what you're like? which are, hey, they're mine.

Yeah. Because everybody sees, they see the fruit. They see what we are doing over here and they're like, yo, I want to be a part of that. But it wasn't always like that. And I think for me, it's not autopilot because we work really hard. And I am very hands-on with everything, you know, and I just feel like anybody who has something they care about, as much as I care about every entity of my brand, they're going to be hands-on. You know, so I think for me it's the trust comes when I know that I can say, hey, this is what I want to do.

And these two human beings are going to make it happen with whatever. If they're going to try it to. If they can't, just like, hey, we couldn't do that. But there hasn't been many instances that that has happened. Yeah. So I feel like when it comes to the tenacity and the grit, I feel like it's the perfect harmony because we all like work really, really hard. Like when I say getting the trenches with me, they'd be in the trenches with me. I have something to add.

I should have just been a part of this episode. Come on. You want to sit over here? Because you guys are talking about like building a team and what is it like to or how do you build the right team? And one of the things that I feel like is so important and that I try to remind myself of, and that's work for me actually, is like, you know, I imagine there's a lot of people maybe watching this episode who are just starting to build their business or right in the middle. you know, it takes a lot to get to where Crystal is. She's at a different type of level. And so when building that team and trying to get to Crystal level,

sometimes we look at the person who's doing it big. We look at our mentor. We look at someone who already has a success. We want the big manager who has big clients. We want the big publicist who has big clients. We want the assistant who used to work for the president, right? Right. And I think oftentimes we.

We miss the people who are on our level and parallel to us who want it just as bad as we do. Who, you know, we're operating with a different type of passion, hunger. And I think that's the thing that we miss. Like, we're always looking for, even me, like, you're looking for someone. I want the marketing person who worked at translation, who worked at Sunshine Sacks. And it's like, no, actually, the person who may not have been at an agency at all who just has ideas. who you can trust, who knows how to operate with discernment, who, you know, doesn't lie or cheat. Like, you know, that's the thing that you should look at first before the person that has all the

experience in the world, has the big clients. As we, me included, are looking at, like, team building, building our infrastructure, building our teams, like, you may not want to look ahead, look next to you. Yeah. Because that's, like, Wes and I met 20 years ago when I was the head of my head of marketing at Warner Brothers, and he was managing an artist that was on Warner. And I was the head of marketing. He had an artist there, and we established a respectable great rapport.

20 years later, he is calling me to partner with him on the Crystal Riddly Haysland. So, you know, you never know where those opportunities will come from. And if I was looking at somebody else to partner with or to, you know, I wouldn't, I would have missed it, right, versus looking to my right and my left. and seeing the opportunity that exists with the people who are on my level who want, you know, the same thing, or cut from a similar cloth, who have the same hunger. I think it talks about energy, though, Crystal, and how you put the energy out there, too. And so, again, even with you and what is y'all been friends and you surrounding yourself

with these type of people and your circle and how that does matter because you all are, you all are after the same things, you have the same mindset, you have the same integrity, you have the same drive, the same goals. And I know even in my realm, it's definitely parallel, you know. And then when you do meet these people, it's like, oh, we're good over here. Like, don't even worry about it. You go to the retreats and you go to the conferences and you're like trying to meet this person. It's like, you know, the person sitting next to you may have a great idea.

Y'all might partner on something and turn something into, you know, something you couldn't even imagine when you're chasing, you know, this CMO, CEO, president, founder, whatever. And they ain't got time for you. Right. They don't. Next to you. That's a long idea.

Hello. We're in circles around now. Get on the microphone. Yeah, come on. Because we all know Wes from the, I'm like, I knew Wes and West. And my homeboy, he came through. And it's been great to just really work. Hey, how you doing?

Hey, how you doing? Hey, how you doing? What up, a fella? Yeah. Okay, hey. So now, let's have a question. You know, we all are close. we all that type, like how does,

for you being the position you are, for us being the position we are in, how do you handle doing business with friends? Yeah, that's a good one. Yeah, that's great. I think a lot of people, like Ashanta's point, how she said, you know, the people next to you, people next to you, a lot of times are your friends.

So, like, how do you distinguish what friend can go with you or what friend can do what? And how do you handle that? That's a great, great question, big fella. Okay, so there's a caveat to this. Yeah. Working with friends can be amazing, right? When friends understand that business is business and friendship is friendship

and understand the boundaries. So the thing that I love about you and I, Wes and Ashana, West you and I have known each other a lot longer, is that like we work together, but I can tell him like when I'm pissed off about something or like I'm not happy how this is going like I would anybody else that I work with versus like I got a tiptoe and I've had situations where I feel like I had to tiptoe around because I was working with friends and it's not a good feeling because I need you to understand this isn't cool you know so I need to be able to talk to you and like anytime I call

with me like yo like what's going on because like we're learning together you know like we're figuring certain things out together certain ventures it's like all right we're going to do this All right, we don't figure it out, you know? And then you, naturally, things don't go as planned sometimes. There may be things that frustrate me, but I don't have to tiptoe around it. I can express how I feel without being disrespectful. And he's like, you know, I got it. You're absolutely right.

I'm with you. Got you. You know, like we can like talk things out like that and I can let them know, like, hey, this is how I'm feeling versus there's been times where that's not the case. And for me, when it comes to who can come with me, are the people, one, who I know genuinely support me, which I've never had a second guess that with either one of these or with Herman, people that

one are not trying to like be in my position and do what I do. I feel like we all uniquely have our own things that we want to do where there's no hidden agendas or like that subtle competition or jealousy. You got to be real careful with that when you're working with friends.

And then also people understanding when I'm working, I'm working. I always revert back to Tyler because Tyler and I were really good friends, but he was also my boss. When we were working, it was, yes, sir, Mr. P. Like, then when we, on the plane headed to where we head to, hey, T, you're never going to get, you know, but it's, I knew my boundaries. I knew my lane, and when I'm working, I'm working, and it's a respect there all, no matter what. Like, I still didn't do nothing crazy even when we were off, but, like, I knew I could relax a little

bit when we're not working, you know what I'm saying? But, like, I feel like sometimes it's hard for friends to understand when she's working, she's working, and I need to, I, operate like I would with any other boss. And I mean, I've had, me and Herman have had conversations where I'm like, hey, like, we'll do check-ins. You know, like, I think every leader should always do check-ins. Like, hey, how are you feeling? You know, like, just want to check in to see, like, are you still enjoying this or whatever

the case may be? And then I'll have a list of like, hey, when you did this, I didn't appreciate that. Or, hey, I need you here. D-da-da-da-da. And given real expectations of what you want from the job, especially when you work with friends, because it may be a thing where just a lack of communication where, oh, I didn't know you expected that. of me. You know, so like really putting it out there, like, this is what I need from you.

And if you don't see a shift or be like, or you feel an attitude, like, then that's when you know they can't go. You know what I'm saying? You got to be able to take constructive criticism, want to grow, feel inspired when you're, like, with Herman, like, we've been friends, we worked together. We were PAs at Tyler Perry Studios together. That's how long we've known each other. And he was my supervisor when I was a costume designer. So, like, I knew he understand how to run things and how to like manage. I knew if he could manage me at the studio, he could manage my life. But now it's more personal.

You know, Tyler Perry was paying our bills then. Now I'm paying them. So it's a different expectation that I have. But when you just, it's a constant thing. You got to express like, hey, this is what I'm feeling. This is what I need. Hey, you're doing great. Hey, you're slipping, you know, and just being honest.

And when you have people that can roll with you and be like, you're right, I messed up, own it, take accountability. and like, no, I want you to tell me when I'm messing up, you know? So it's like that kind of thing, but it gets tricky. It can't get tricky when you're working with us. Yeah, iron sharpness iron, though. And I think that in these spaces of excellence, if you're excellent, you're excellent. So you're just going to have certain types of characteristics where you understand what you're there to do.

And like you said, everyone has their own light. So you're going to shine regardless of where you're in. And I think you guys do a great job of showing that. And it's great to be a part of it. We're happy to have you. Shelly. Love thank you. So I think that's good for people that maybe want to work with a friend or may not,

or maybe want to be the leader and work with their friends. I think those are good tips to have just so you understand a point of view and a perspective, right? And again, people don't see the labor of what you guys really do and how you guys are having meetings after meetings and talking and, you know, checking in and all these things. People don't understand. Oh, my God, I talk to them like 24-7. Like, me and Herman are like, da-da-da-da.

I'm on the phone West every morning like, hey, where's this? What are we doing this? Where's this? You know, like, there's real things happening in real time. We got one brand that just launched and then I've got my merch over here. Stuff is stuck in customs. Like, people don't see those calls. Like, where is it?

Like, we're trying to figure stuff out and tear us out the roof. It's like, now we've got to do this and, oh, we're stuck here. You know, they just see the end result, but they don't see all the phone calls, the hours of meetings and have the ones I'm not even on because they're on them. Right. You know, so that I can be available to do what I had to. do but it's so many moving parts and yeah you just got to have I think clear boundaries click communication is the biggest thing when it comes to working with friends yeah those KPI

matter like what is the expectation yeah but I think what you also speak to is no ego because you are the boss but then they're also bosses in their own right and I think operating from that of knowing like yes I am serving crystal per se but like I'm I'm I'm I'm on my calling, the calling as we talk about being called, right? And so I think that that's amazing to see, too, is how everyone shines in their light, how when you say Herman's name, it's excellence for, you know, it's a representation of you,

but more so representation of who he is or Wes or Ashana or any of us here. So I think that's great. I think that's amazing. Yeah. For those people that, so we've talked about social media, we talked about building your team, we've talked about personal branding, but for those people that just,

You know, they may be raising families. They may be building behind the scenes or they just don't want to be online or like that. Someone who feels like it just isn't their thing, but they still want to have, they still yearn for that personal brand or building. And maybe even as a personal brand, but just a brand, period. What do you say to them? Can they still build a brand, you think? Or is there an instance where it's like, okay, no.

Can they build a brand without being on social media? Yeah, social media or social media and that, like, networking and being out there. Is there a, I guess, like, standoff. You're going to have to do something. Yeah, I don't know. Like, Ashana has built an incredible company and brand, but she doesn't have a huge social media presence. So, yes, it can be done, but Ashana has a network at the wazoo. Like, she can pick up the phone. So you've got to either have a network or you're going to have to put it out there so that people can understand and buy into what you're trying to sell.

I think you're going to have to do one of the other. Yeah, I think it's hard to build anything without having people that have your back that will, because you need resources, you know, whether it's financial resources or, hey, I know you know so-and-so, I need this from them. Like, can you connect us so we can like barter or work together or whatever the case maybe Ashana's coming back? Oh. No, and I wanted to just, I wanted you to say that because I think a lot of times, I'm sure

you meet people and they're pitching you and there. You're saying, it's like, okay, well, you don't have no social media, you don't got no website. Nobody can vouch. So I think it was important for people to hear like, you got to do something. You have to do something, yeah. Agreed. Period. I would also say you have to do great work.

Come on. And so, you know, I think a lot of times, especially the younger generation, they get caught up in the social media presence and not in the work. And you have to do the work. The work comes first. And so when you don't have that social media presence, like me, you know, somebody can ask or you can have a referral or somebody can say, well, have you worked with her or what's, you know, what was your experience or how did this turn out? You're always going to get like, they work hard. She's creative or whatever, whatever it is. But I think, you know, you can't lean on your social media presence and you're pretty, you know, squares on Instagram and not have the work to back it up.

Like, start with the work. Because then everything else is going to come. And then when you add your social media presence and when you add all of that, that amplifies the work that you already do. But you can't have one without the other. Come on. That was great.

That was a word. It was like, what is some real tangible ways? People can build their work. Do the work. Do the work. Do it, excellent. And that goes back to what we talked about in the beginning about doing the work.

Huh? Oh, my goodness, Lord. Because, yeah, be kind. Be kind. Please. Yeah. No, but that's, it goes back to what we're talking about the beginning about doing it because you love it. You know, do the work, you know, and it's not about the paycheck. It's like, no, I actually enjoy doing this. And then it's going to make room for you. And you're going to, like, we see it. You know, you will end up getting paid big time.

The payout will come. You just got to do the work. What I hope you take away from this is that your brand isn't something you wait to become. It is something you build as you are. You don't need the perfect plan and you don't need the perfect aesthetic. You definitely don't need to have everything figured out. What you need is the willingness to show up consistently, honestly, and as yourself. Because at the end of the day, people don't connect to perfection. They connect to the truth. So wherever you are on your journey, don't overthink it. Don't compare. Don't wait. Just start showing up and let your brand grow with you. Thank you so much for tuning in to another episode of Keep It Positive, sweetie.

Guys, don't forget to download the Season 11 Kips Reflection Guide at chrisorna Hazel.com. Subscribe and share this episode with someone who needs it. And if you ever need advice, positivity, or want to share what you're going through, just email us at Keep It Positive Outcomes at gmail.com. I'll see you guys in part two. As always, stay blessed, stay encouraged, and keep it positive, sweetie. A win is a win. A win is a win.

I don't care what you're saying. Yep, that's me, Cliford Taylor the 4th. You might have seen the skits, my basketball and college football journey, or my career in sports media. Well, now I'm bringing all of that excitement to my brand new podcast, The Cliford Show. This is a place for raw, unfilled conversations with athletes, creators, and voices that not only deserve to be heard, but celebrated. So let's get to it.

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