What would it look like to cultivate conscious awareness of the specific season your business is in? To dial into not just what you want from it, but what it desires from you? Through this data, we can tune in and listen for how change, innovation, and evolution want to occur in the business. We can rest from the tension of imposing our will and expectations onto our brands and lean into co-creative, collaborative, and listening relationship with our systems, strategies, the market, and our desired outcomes.