Part 2: The Business Reinvention Project: What Happens When Your Online Profiles Are Still Talking About the Business You’ve Outgrown?
The Business Reinvention Project #2: What Happens When Your Online Profiles Are Still Talking About the Business You’ve Outgrown?
I am in - what I have learned - is an “Identity Lag”. Which means the business owner (me) evolves first and your digital footprint hasn't caught up yet. So now I’m on the hunt for “Where is the old version of my business still introducing me?” aka, all the profiles.
Updating profiles – Oh my goodness. There are SOOOOOOOOOO MANY to update!
Website author bio → LinkedIn → Facebook → Instagram → Threads → Google Business Profile → YouTube → speaker bios → networking profiles → email signature → old podcast descriptions → directories → anywhere else “Previous Elaine” is lurking around the internet.
The first one that really struck me was when I published my first blog post of this series. The author bio was like speaking a foreign language. Totally not “ME” anymore.
Even though I’m not touching my website yet, I do think it’s okay to start updating my profile descriptions.
For example, my Blog’s Author Description:
Elaine Turso, Business Makeover Specialist, is business consultant and idea-implementation guru, and is the unseen powerhouse behind many 6-figure entrepreneurs. With her 'Get Out of Your Own Damn Way and Get Shit Done' approach, Elaine swiftly and efficiently launches your ideas, setting your business on the course to scale beyond the six-figure mark. Having worked with an array of entrepreneurs across various industries, Elaine's expertise lies in aligning CRM systems with core values, brand archetypes, and the ideal customer experience. She turns unfulfilled ideas into actionable plans. Off-duty, she's a retired photographer and chai latte enthusiast. Elaine is more than a consultant – she's the catalyst for your business transformation.
Let’s dissect this a little more…
First, I don’t think it’s bad… it just isn’t ELAINE of today.
But now that I've done all this work (aka 8 weeks of my workbook in one day), several phrases jump out as no longer aligned:
“Business Makeover Specialist”… Nope. Retired. I know better now.
“Idea-implementation guru”… makes implementation my identity again.
“Unseen powerhouse”… reinforces Behind-the-Scenes Elaine when I deliberately bringing my thinking forward.
“Get Out of Your Own Damn Way and Get Shit Done”… still sounds like me, but its very action/productivity oriented versus curiosity/alignment/reinvention.
“Swiftly and efficiently launches your ideas”… absolutely not how I’m positioning myself anymore. Reinvention is intentionally a long game.
“Scale beyond the six-figure mark”… probably the most misaligned sentence in this entire thing. My work isn't about promising revenue or scaling for scaling's sake.
“Aligning CRM systems”… CRM is a tool I use in the implementation, not the transformation I sell.
“Turns unfulfilled ideas into actionable plans”… closer, but still too implementation-centric.
And ironically, “catalyst for your business transformation” at the very end was trying to tell me where I was headed all along!! Don’t you love a little foreshadowing?
So let’s take a NEW stab at it, yay?
I think my new author bio should make someone who finds a random Business Reinvention Project article immediately understand who “Elaine” is, who I help, what Business Reinvention means, and why my perspective and philosophy is different.
So, how does this sound?
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Elaine Turso is a Business Reinvention Partner who helps established entrepreneurs reinvent the businesses they’ve outgrown. Through a mix of strategy, intuition, humor, and what she lovingly calls her “Intuitive Pop Rocks,” Elaine helps business owners uncover what’s no longer aligned, get clear about what they actually want, and redesign the brand, offers, customer experience, systems, and visibility needed to support what comes next.
Known for asking the question you didn’t know needed asking, Elaine believes a makeover starts with appearance, but a reinvention starts with alignment. She brings more than 25 years of entrepreneurship, a love of figuring out how all the pieces work together, and a firm belief that Everything is Figureoutable (and no one is going to die) to every conversation.
When she’s not reinventing businesses (including her own), Elaine is a retired photographer, Friends fanatic, chai latte enthusiast, wife, mom, grandma, and frequent user of the word “fuck.”
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Now, I’m sure many people would say “Are you sure you want to use foul language in your bio?”
My answer is ABSO-FUCKING-LUTELY.
Why?
Well if you and I have never met, you may not know that I have written several books with the phrase “Getting Unfucked” in the title. (And when I would take this book out in public at a vendor booth, I wrapped caution tape around my area)
You may not know that I used to have a subscription box called “The Potty Mouth Pep Talk Box”.
You may not know that I had a podcast called “Bitch and Brainstorm”.
You may not know that Fuck is in fact my favorite F-word.
It’s who I am.
It’s in my DNA.
And anyone who is offended by my use of profanity as the sentence enhancers they are, may not be my people. And that is okay.
Now, let’s back track for one second… Although I love the description… it’s a bit long. So I asked ChatGPT to help me shorten it a bit.
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Elaine Turso is a Business Reinvention Partner who helps established entrepreneurs reinvent the businesses they’ve outgrown. Combining strategy, intuition, humor, and her signature “Intuitive Pop Rocks,” she helps business owners uncover what’s no longer aligned and redesign their brand, offers, customer experience, systems, and visibility around what comes next. Elaine believes a makeover starts with appearance, but a reinvention starts with alignment. She’s also a retired photographer, Friends fanatic, chai latte enthusiast, and grandma whose life motto is: “Everything is Figureoutable and no one is going to die” (I’m not a Doctor saving lives over here)
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Better? I think so.
Now, let’s move on shall we?
Let’s take a peek at LinkedIn profile. My least favorite platform ever. (Ugh)
CURRENT: “I help established entrepreneurs reinvent the business they’ve outgrown by bringing clarity, strategy, systems, and customer experience into alignment.”
Honestly? It’s not terrible! I don’t remember how long ago I updated it (maybe when I got my new logo design?) but I think I want to tweak it just a little.
I think LinkedIn needs to answer a slightly different question: What happens because of working with me?
Looking back through my workbook, I've said repeatedly that my people are established business owners who have reached the “meh” stage. The business isn't necessarily failing. They've evolved beyond it. They want more, but they don't necessarily want to do more.
And my work isn't simply aligning systems. I help them figure out:
What still belongs?
What doesn't?
What do I actually want now?
And what does my business need to become to support that?
I want to be more compelling.
What if we tried this on for size?
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“I help established entrepreneurs reinvent the businesses they’ve outgrown by getting clear on what still fits, what needs to change, and what they’re building next.”
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I think we are getting close!
If I was looking at my LinkedIn profile for my own client, I would not just focus on the headline. We have to go a little deeper into the “About” section too.
Fucking Hell. (I’m channeling my inner Roy Kent)
Let’s see what we are working with.
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CURRENT ABOUT SECTION:
From the outside, your business looks successful.
Clients are signing.
Revenue is coming in.
Your content is solid.
Behind the scenes? It’s held together with logins, duct tape, sticky notes, and hope.
The CRM doesn’t fully talk to your email platform.
Your launch process lives in your head.
Your website technically works… but it doesn’t reflect the level you’re operating at anymore.
You’ve outgrown your infrastructure.
And scaling on top of patchwork systems is exhausting.
I work with successful service-based solopreneurs who are done duct-taping their backend together.
Not beginners.
Not hobby businesses.
Founders who are already making money and know the chaos won’t carry them where they want to go.
I don’t hand you a strategy deck and wish you luck.
I rebuild the machine.
A CRM that matches your sales process.
Automation that runs clean.
Website and brand that reinforce your credibility instead of quietly undermining it.
Launch systems that don’t require 47 tabs and a prayer.
One partner.
One vision.
Built properly.
You stay in your zone of genius.
I make sure the business behind you can actually handle the growth you’re asking for.
If your business feels bigger than the systems supporting it… it probably is.”
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OH FUCK. That is REALLY outdated, yeah?
The current profile isn't necessarily ‘inaccurate’. It feels incomplete and anchored in the wrong transformation. It focused on: “Your infrastructure is broken, and I rebuild the machine.” – That is not where I want to focus my services.
Phrases I am going to retire from my copy:
“Backend”
“Infrastructure”
“Scaling”
“Rebuild the machine”
“CRM that matches your sales process”
“Automation that runs clean”
“Launch systems”
These things are still things I can do. They just aren't the reason someone should hire me anymore.
In my workbook writings, I mentioned: “Sometimes my client isn't asking for more growth.
Sometimes she wants more freedom. More joy. Fewer offers. A different audience. A different role. A team. More time. A simpler business. More money without more work. Or she may not even know what she wants yet.
Reinvention starts with Vision, not the CRM.
How can I re-work this copy more focused on reinvention and who I am becoming in my own business?
Let’s try this one on for size:
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From the outside, your business looks successful.
Clients are signing.
Revenue is coming in.
You've built something that works.
But lately?
Something feels...off.
Maybe you've lost some of your spark. Maybe you’ve lost your mojo.
The offers you once loved don't excite you anymore. Your website sounds like a version of you from three years ago. You've accumulated systems, services, processes and responsibilities along the way and somewhere in all of it, the business stopped feeling like you.
Nothing is necessarily broken.
You may have simply outgrown the business you built.
That's where I come in.
I'm Elaine Turso, Business Reinvention Partner, and I work with established entrepreneurs who know something needs to change, even if they can't quite articulate what that something is yet.
And here's the part that surprises people:
We are not starting with your website.
We are not starting with your CRM.
We are not even starting with your offers.
We are starting with you.
What do you want now? What brings you joy?
What are you doing because you genuinely want to do it versus what are you doing because that's simply the way you've always done it?
What has your business accumulated that no longer belongs?
What would you build differently if you weren't trying to preserve everything you've already built?
A makeover starts with appearance. A reinvention starts with alignment.
That's why my work begins by looking at the whole business:
Vision. Brand Identity. Offers. Customer Experience. Systems. Visibility. Leadership.
We figure out what still fits, what doesn't, what's missing, and what needs to change… THEN we build.
Because once we know what we're actually building, then we can talk about the website.
Then the messaging.
Then the customer journey.
Then the CRM, automations and systems.
Those aren't the strategy.
They are the implementation of the strategy.
And implementation happens to be one of my favorite parts.
I've spent more than 25 years as an entrepreneur, and somewhere along the way people started calling me Elaine the Brain because I have a knack for hearing what someone is saying, noticing what they are not saying, and connecting dots they didn't realize belonged together.
I call those moments my Intuitive Pop Rocks.
Sometimes it's a question.
Sometimes it's an idea.
Sometimes it's, "Okay, but have you considered...?"
And sometimes it's, "Ummmmm. Do you even WANT to do that?"
I'm not here to hand you a strategy deck and wish you luck.
I'm also not here to convince you that you need to burn your whole business to the ground.
It is important to honor what got you here.
And we're going to be curious enough to ask whether it deserves to come with you.
Because I’ve learned that what got you here won't get you there.
And if you're reading this thinking...
Holy shit. I think I've outgrown my business.
We should probably have a conversation.
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Now THAT feels more aligned for me. Writing that out just now in this word document, just helped me get even more clarity. So cathartic.
Now, here’s the funny part…
LinkedIn said I exceeded the 2600 character limit, so I am going to cheat a little and ask Gigi, my ChatGPT, to help me condense it a little. Because I struggle with pairing this down. What do I even cut?
So let’s see what she spits out at me.
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From the outside, your business looks successful.
Clients are signing. Revenue is coming in. You’ve built something that works.
But lately?
Something feels…off.
Maybe you’ve lost some of your spark. The offers you once loved don’t excite you anymore. Your website sounds like a version of you from three years ago. You’ve accumulated systems, services, processes and responsibilities and somewhere along the way, the business stopped feeling like you.
Nothing is necessarily broken.
You may have simply outgrown the business you built.
I’m Elaine Turso, Business Reinvention Partner. I work with established entrepreneurs who know something needs to change, even if they can’t quite articulate what that something is yet.
And we’re not starting with your website. Or your CRM.
We’re starting with you.
What do you want now? What still fits? What doesn’t? What are you doing because you genuinely want to, and what are you doing because that’s simply the way you’ve always done it?
A makeover starts with appearance. A reinvention starts with alignment.
We look at the whole business: Vision, Brand Identity, Offers, Customer Experience, Systems, Visibility and Leadership.
We figure out what still belongs, what needs to change and what you’re building next.
Then we make it real.
The messaging. The customer journey. The website. The CRM. The automations. The systems.
Those things aren’t the strategy. They’re the implementation of the strategy.
People call me Elaine the Brain because I have a knack for hearing what someone is saying, noticing what they’re not saying, and connecting dots they didn’t realize belonged together.
I call those moments my Intuitive Pop Rocks.
Sometimes it’s a question. Sometimes it’s an idea. Sometimes it’s, “Have you considered…?”
And sometimes it’s, “Ummmmm. Do you even WANT to do that?”
I’m not here to burn your business to the ground.
It’s important to honor what got you here, and get curious about whether it deserves to come with you.
Because I’ve learned what got you here won’t get you there.
And if you’re thinking, “Holy shit. I think I’ve outgrown my business.”
We should probably talk.
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Boom.
LinkedIn Done.
I will continue tackling my profiles as time allows, but this is a great start!
Thanks for following along!
