Hey friends. Welcome back to Begin As You Mean To Go On. Today, we are talking about riding the waves of marketing. The most current wave that we're riding right now is an update to Apple's iOS around privacy, and there's lots of time and energy going into discussions on how we're going to get through this. Let's face it. There will always be a new wave to ride, so we might as well have a clear strategy in place to get through them. At the moment, it's the iOS update. Before that, it was GDPR, which was when Europe created stricter rules around email marketing. Before that, it was how Facebook pages became less effective because they throttled the algorithms. Before that, we didn't have the internet, and we had to use carrier pigeons, right.You get the idea. *wink* In today's episode, I share with you how to deal with each new wave that comes along so you can rise above any challenges and continue to grow a thriving business.