Operating as a business can work in some scenarios, and in fact, it can even sustain itself for many many years, but a business isn’t what keeps people coming back for more. A business isn’t what people want to engage with, or follow, or learn from, or work alongside of. When it comes to really pushing things to the next level and connecting with whoever is on the other end of your products, services, or anything in between, you need to be operating as a brand--as a real person with an intentional message or belief or value that connects with others far beyond a simple materialistic transaction.