At a time when his fate was being decided by TV executives, and his agent was trying to convince him to talk to another TV network, David Letterman decided you can either be brave or pretend to be brave, but it’s pretty much the same thing.
So he took the meeting, made the jump, now he's the Letterman of CBS et cetera that all of us know.
I'm not suggesting you need to change TV networks, but maybe you need to change tact, brand or branding, style, marketing, social media voice, website, ceremony, use of technology or AI, your approach to business? It's probably something. For me this week it's cold-calling. But I'm a new celebrant in a new market and no-one knows I exist.
You can be brave or pretend to be brave but it's pretty much the same thing. The important thing is that you do it otherwise you'll never become the celebrant we'll all know next year.