Many content creators have been hit with decreasing reach due to changes in Google's search algorithm. The "helpful content update" has reduced visibility for many blogs that have found previous success. Search engine result pages are now prioritizing AI-generated results and discussion forums such as Reddit and Quora. Content creators must now develop brands and deeper connections to audiences; leaning into what worked in the past is no longer an option. We must develop radical self confidence to create brands that authentically represent who we are to serve audiences that need our expertise and stories.