[ANNOTATIONS 199] If your audience isn’t listening… Maybe it’s because you’re not growing

The edits and insights that got cut from episode 199 of EDIT HISTORY

🧠 Key Takeaway: Create a disruptive visual approach + showcase your thought leadership

On episode 199 of EDIT HISTORY, Jasmine shares how she is building a brand that stays relevant.

✨ Cheryl commentary

In this conversation with Jasmine Haitalani, we explored how staying relevant in business means evolving your offers to match your clients’ needs and shifts in the market.

But here’s what I’ve been thinking about:

If your content isn’t evolving… Your audience is already moving on.

Let’s talk about two questions worth asking if you want to sharpen your content skills and continue being relevant in your industry.

1. Are you saying anything new?

Ask yourself honestly: Am I adding something fresh to the conversation… Or just contributing to the noise?

Right now, we’re deep in an era of recycled content. The same ideas, shared the same way, over and over again. It’s tempting to lean into what once “worked” – The hooks, formats, and frameworks that got engagement in the past. But here’s the reality: A lot of that doesn’t land anymore.

Audiences are sharp. They can tell when you’re just repurposing without reflection. They can feel when your work has gone autopilot. And when that happens, they disengage. Not because you aren’t good at what you do, but because they already know exactly what you’re going to say.

That’s the risk of becoming predictable. In a landscape where attention is currency, predictable content won’t hold it.

2. Are You copy-pasting across platforms?

Here’s another trap: posting the exact same content in the exact same format, across every platform.

Every channel has its own culture, its own expectations, and its own rhythm. LinkedIn, for example, is not just Instagram with longer captions. It’s a space where people come to make connections, explore ideas, and engage with leadership thinking.

So when you drop a repurposed YouTube clip with no context, or paste a caption that doesn’t match the moment, it falls flat. Not because the content is bad, but because it’s mismatched.

The best creators don’t just repurpose. They reframe. They reshape the message to meet each audience where they are. That’s how you stay relevant across multiple touchpoints.

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Here are 3 key takeaways that didn’t make it into the final episode:

🎙️ Cut 1: The offer didn’t change. She did.

In a moment that didn’t make it into the final cut, Jasmine casually mentions something that would likely surprise many newer business owners:

“And funny enough, it’s the offer that I still have today and it’s evolved into like what the rebrand experience is.”

It’s easy to overlook this line… It sounds simple. But embedded in it is a quiet, powerful truth: The offer that built her business is not brand new. It’s not a total reinvention. It’s a commitment to an idea that has been shaped, sharpened, and stress-tested for four years.

This line followed a longer conversation about her earlier tendency to flip-flop between offers i.e. constantly tweaking, changing, and refreshing whenever boredom or doubt crept in. 

What started as a way to stay creatively stimulated became a distraction. And yet, when she finally committed to a single offer – and stuck with it… This gave her a foundation to build depth, nuance, and mastery.

✨ Cheryl commentary 

When Jasmine mentioned that she’s been selling the same offer for four years, that really stuck with me.

Not because of the timeline itself, but because of what that decision represents. In a world that constantly rewards reinvention and rapid change, staying with one offer – one concept, one message – requires an entirely different kind of discipline. It demands a deeper form of growth.

Most people assume that personal evolution comes from pivoting. From launching the next thing. From constantly updating your identity to stay relevant. 

… But what if the opposite is also true? What if real growth happens when you stay exactly where you are, long enough to meet a new version of yourself?

When you choose to stay, you’re forced to refine your thinking. You’re asked to explain your work more clearly, to respond to objections without defensiveness, and to evolve your positioning as your audience matures. 

You begin to realize that innovation doesn’t always mean changing the thing itself. Sometimes it means changing how you see it, articulate it, and deliver it.

In my own work, I’ve seen this most clearly in podcasting. There were moments when I felt tempted to start over. To launch something new, under a different name, with a different format. Not because the current version was broken, but because I believed that change would create clarity or momentum. 

In hindsight, it wasn’t a new show that I needed. It was a deeper relationship with the one I already had.

We often romanticize the pivot, but overlook the quiet strength required to stay – To stay curious, engaged, and committed long enough for mastery to reveal itself.

Jasmine didn’t build her success by constantly chasing what’s next. She built it by staying with what was already working… And doing the much harder work of growing herself to meet it.

And honestly… Sometimes, it’s not the offer that needs to change. Sometimes, it’s you 👀

🎙️ Cut 2: The work begins after the sale.

In another moment that didn’t make it into the final episode, Jasmine shares a key turning point early in her business journey: “I got my first sale with this first iteration of the offer, but here are all the issues that I ran into that I might want to consider.”

It’s a small line that reveals a mindset shift that many entrepreneurs resist: Jasmine didn’t take client friction as a sign that her offer was broken. She took it as data. Every round of delivery exposed gaps. And instead of jumping ship, she paid attention.

What followed was a deliberate evolution of her signature offer, shaped not by what she thought the market wanted, but by what her clients struggled with in real time. 

✨ Cheryl commentary

There’s a common belief in the online business world that once you make your first sale, you’ve “validated” your offer.

But what if the first sale isn’t validation at all?

What if it’s just a mirror – reflecting back everything you couldn’t see in your own positioning, delivery, or assumptions?

When Jasmine shared that her offer started evolving after her first client experience, it reminded me how important it is to resist the temptation to treat an initial “yes” as proof of perfection. 

Because that first version? It’s only the starting point.

The real refinement happens after the sale, when your offer finally exists outside of your head, and inside someone else’s workflow, business, or brain.

It’s in that messy in-between – where what you promised and what they received don’t quite line up – that your best ideas are waiting.

Jasmine didn’t evolve her signature offer in a vacuum. She listened and paid attention to the friction, the questions, the parts that didn’t land. She let her clients show her what needed to be better.

And that’s what strikes me most: Your next breakthrough isn’t sitting in a brainstorm. It’s embedded in the experience your clients are already having. They’re showing you the gaps.

The question is: Are you willing to notice?

🎙️ Cut 3: It’s not the offer. It’s the way you present it.

In our conversation, Jasmine walked through how her signature offer evolved… And it was NOT by reinventing the entire structure every year, but by upgrading the experience based on relevance, not restlessness.

She didn’t change the core offer. From rethinking visuals, to layering in creative direction, to finally integrating marketing strategy – every iteration responded to real gaps. But the foundation stayed the same.

What stood out to me was that there was no performative pivot. No flashy overhaul. Just small, specific upgrades that made the same offer feel fresh and compelling, year after year.

✨ Cheryl commentary

One of the biggest myths in entrepreneurship is that being seen as innovative means constantly launching something new.

But the best creators I know? They don’t constantly reinvent. Instead, they find a way to make the familiar feel freshly relevant through sharper positioning, stronger visuals, more refined messaging. 

The core remains the same. But the context gets smarter.

What I appreciated about Jasmine’s approach is that she didn’t treat her offer like a revolving door. She didn’t discard what was working just to satisfy her own creative boredom or to manufacture novelty. 

Instead, she made small, deliberate changes that reflected what her audience needed next. She upgraded the perception of her offer without abandoning the substance of it.

I think about this a lot in podcasting. Sometimes, a podcast doesn’t need a rebrand. It just needs a refresh.

The premise is still solid. The message still lands. But maybe the structure needs tightening. The format needs contrast. The visual language needs to grow up alongside your voice.

Staying relevant isn’t always about being new. Often, it’s about being clear, current, and unmistakably you… In this season, for this audience, and at this level of your evolution.

And here’s a super big secret: You don’t need to keep coming up with new idea to earn people’s attention… You just need to make people look at the same thing, and see it differently 👀

Sounds good? Awesome. Let’s get to work.