Overcoming people’s past perceptions of you isn’t easy. When I launched my consulting business seven years ago, I was astonished to find — years later — that acquaintances and even friends hadn’t kept up with my career transition. They’d ask about my past work in politics or nonprofit advocacy, oblivious to the changes that had been consuming my life. It wasn’t their fault, however. These days, we all have thousands of Facebook friends or LinkedIn connections; it’s just not realistic to keep up with everyone’s latest developments. But the fact that they weren’t aware of my new business meant I was losing out on referrals and potential clients. I realized I had to ensure they took notice.