In this episode of Business First, host Sonia Alleyne speaks with Shante Bacon, a communication strategist and founder of One35 Agency. They discuss Shante's journey through entrepreneurship, the impact of COVID-19 on her personal and professional life, and the importance of building genuine relationships in business. Shante shares insights on her agency's advocacy for black-owned businesses and media, as well as her experiences in the music and film industries. The conversation highlights the transformative nature of their campaigns and the significance of community engagement in achieving success. In this conversation, Shante Bacon discusses the importance of understanding audience migration, the significance of knowing one's core identity, and the necessity of finding a supportive community. She shares personal experiences of navigating loss and how it has transformed her approach to business. Shante emphasizes the need for entrepreneurs to empower themselves through education, particularly in public relations, to effectively communicate their unique value.