My guest today is Iris Goldfeder, founder of Gas Stove Creative. Iris and I are two out-of-sync New Yorkers who somehow ended up in Indiana, crossing paths in the small business community for years. But today, instead of swapping stories about pizza and city life, we’re talking about something every business owner faces at some point: the growing pains of change.

Iris recently had a lightbulb moment—she’d evolved her business, but she’d forgotten to tell people! So while she had moved on to working with established companies, her network was still sending her the startups she used to serve. This realization kicked off a strategic shift, one that every business owner can learn from. How do you reposition yourself without alienating past clients? How do you make sure people know what you do now? And how do you avoid pricing conversations that make you want to bang your head against the wall?

1. Communicate Changes Early & Often: Don’t assume people know your business has evolved. Proactively update referral partners, past clients, and your online audience.

2. Use Video & Social Media: A simple video post explaining your shift can go a long way in reshaping how people think of your brand.

3. Create Structured Packages: Offering clear service levels makes it easier for clients and referral sources to understand where they fit.

4. Be Confident in Your Value: If a potential client balks at your pricing, they may not be the right fit. Stick to your worth and don’t be afraid to refer out.

5. Learn From Every Experience: If you learn something, it’s not a mistake—it’s a lesson. And next time you shift, you’ll know to start the conversation sooner!