My Business holds the facts about your company, as distinct from its money and its work.
Everything here is read by something else. Filling it in is not administration — it is what makes the rest of the platform specific to you rather than generic.
The sections
Identity — the details of the company: name, contact, trade, location, time zone, and who owns it.
Branding — colours, fonts and logos, so anything generated looks like your business.
Growth Blueprint — the strategic document: where you stand and what to do about it.
Plans — sequences worked out with the assistant and kept.
Memories — the durable facts the assistant carries between conversations.
Artifacts — work the assistant produced that was worth keeping.
Why it is one place
These six are the inputs everything else reads. Content generation reads branding and identity. The assistant reads memories and identity. Reports read the time zone. The blueprint reads all of it.
Scattered across six settings screens, none of it gets filled in. Together, it is one sitting.
Where to start
Identity first, because the most things depend on it, and time zone in particular — every date boundary in every report is drawn from it. Then branding, before your first campaign, because content generated without it usually has to be redone.