Right into deciding your business name, buying your URL, picking a logo, brand colors, brand words, creating content, setting up your social media accounts. All the FUN things about running a business.
You jumped in with both feet and then you started making money. Yay! Money! And then you ran with it. You keep DOING you business without pausing to evaluate what protection you needed to put into place.
A lot of us fall forward into business and then down the road realize we haven't covered our asses. You know that there's probably some stuff you need, but you don't know where to start and you don't know what you need and you don't know where to find that information. And it feels kind of scary and overwhelming and you worry that it's going to be really expensive.
So you just hope that this doesn't become a problem. You subconsciously hope that you're not SO successful, just in case someone is gonna come after you. You're not rattling too many cages, you're not calling too much attention to yourself and nobody's going to sue you or try to steal your stuff. You prevent yourself from having the outrageous success that you deserve because the legal-ish things just aren't done yet.
You're not a business badass. Yet.