Muscle memory is defined as "the ability to reproduce a particular movement without conscious thought, acquired as a result of frequent repetition of that movement."

From Wikipedia: "When a movement is repeated over time, a long-term muscle memory is created for that task, eventually allowing it to be performed without conscious effort. This process decreases the need for attention and creates maximum efficiency within the motor and memory systems. Examples of muscle memory are found in many everyday activities that become automatic and improve with practice, such as riding a bicycle, typing on a keyboard, entering a PIN, playing a musical instrument,[1] poker,[2] martial arts or even dancing."

But beyond riding a bicycle (you never forget, right) or playing a musical instrument, there is a degree of muscle memory involved in doing the activities required to build your personal brand in a public way.

I was reminded of a time I spoke on a stage during a period of intense personal grief, in the wake of my father's death. Although I can't recall anything I said that day, whatever I said was enough to catch the attention of new clients, and win the respect of corporate sponsors.

If you're nervous about putting yourself out there, may I remind you, you've already done the work.

Lean on your muscle memory - your hard-won expertise - and don't put pressure on yourself to know everything and be brilliant in the moment. You can access the lessons you've learned along the way whenever you need them. They're there for you.