Atiba’s Musings | Book I’m Currently Reading | Dinner With Friends | Community Spotlight

Why does communication often fail, even when you’re an expert? How can your deep knowledge actually hinder your ability to connect with your audience? Could the curse of knowledge be holding your business back? In this discussion, I explore how being an expert can sometimes work against you, leading to miscommunication with customers and even your team. By breaking down this concept, you’ll learn how to recognize when you’re stuck in the curse of knowledge and how to overcome it to build stronger connections.

We’ll also dive into the 7-11-4 rule, or Google’s 7-11-4 framework—a proven approach for fostering trust and loyalty through consistent, meaningful content. You’ll discover why understanding your audience’s journey is essential for effective brand building, customer engagement, and developing a solid content marketing strategy. Drawing insights from the book Oversubscribed, I’ll explain how to tailor your messaging to your audience’s needs and avoid common pitfalls that may be stalling your progress.

If you’re ready to elevate your branding approach and create messaging that truly resonates, this session is packed with practical tips. Don’t let your expertise become a barrier—transform it into your greatest asset. Be sure to join A Warrior’s Understanding for exclusive insights on brand strategy, audience engagement, and building a thriving business. Let’s grow together—take the next step in elevating your brand today!

I am revisiting Belong by Radha Agrawal, and it’s hitting me in a new way. This book isn’t just about making friends—it’s about creating spaces where we truly feel at home.
Here’s what’s standing out:

• Belonging starts with us showing up as our true selves, not waiting for others to include us.

• It’s about deep, meaningful connections, not just networking.

• Self-awareness is key. When we know our values and purpose, we attract the right people.

I’m rereading it with my team now, and we’re applying it to both our work and personal lives. It's not about fitting in—it’s about creating environments where authenticity thrives. What about you—what’s resonated with you the most from Belong? And what’s your go-to resource for building strong relationships? Let’s share ideas!

This holiday season, I want to take a moment to highlight someone incredibly special to me—my wife, Tanika de Souza. She’s more than my partner in life; she’s a force of nature, managing to wear so many hats with grace and love.

Tanika is the CEO of High Octane Teams (HOT), a company she built to help business owners grow without burning out. She’s been o n this journey since 2009, scaling her first business to over 100 employees while learning how to juggle the demands of entrepreneurship and motherhood. Today, she helps other entrepreneurs simplify their lives by creating systems, processes, and the right team to support their dreams.

But here’s what makes her truly remarkable—she lives what she teaches. Tanika has this beautiful way of showing women, especially moms and wives, that it’s possible to chase big goals without sacrificing the people you love most. She’s not about the hustle for hustle’s sake; she’s about living a full, meaningful life.

This Christmas, I just want to say how much I admire her—not just for the incredible work she does, but for the person she is. Tanika, you’re the heartbeat of our family, the calm in the chaos, and the inspiration behind so much of what I do. Thank you for being you.

If you’d like to see what she’s up to or learn more about High Octane Teams, check out her website. I promise, you’ll walk away inspired.