Hillary Weiss, brand strategist and positioning coach, reflects on growing up in suburban South Florida where attending the same school for 14 years meant everyone remembered who peed their pants in pre-K yet created lifelong friendships that watched her evolve from emo to punk rock to professional white woman. Weiss challenges the dangerous mindset mantra in entrepreneurship, arguing that privilege and circumstance—like having a home to return to if everything went belly up—allow some people to take risks that others cannot afford. She introduces the elevator framework: going one floor down beneath surface-level statements like I help clients find their voice to uncover the golden thread that makes someone exceptional. Weiss explains why imitation is a reasonable starting point but becomes a trap when entrepreneurs copy successful people's maps without understanding why they do things a certain way, resulting in indistinguishable businesses wearing outfits not made for them. She warns against the Protestant work ethic that led her to six figures by 25 but also total burnout from working seven days a week.

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