If you asked a 15-year-old (a 15-year-old well-versed in pop culture, that is) who Gwyneth Paltrow is, it is possible they would say, “She’s in those Iron Man movies,” or maybe they’d identify her as the person who coined the term “conscious uncoupling,” but it seems quite viable that the most common response would be, “She does Goop!”

Paltrow is highly associated with her lifestyle brand, at this point in her career, which she started in 2008 and has since grown into a verifiable wellness juggernaut. But while Goop and Gwyneth are synonymous to the point where many a blogger will refer to Paltrow herself as “Goop” (or “Goopy Paltrow,” as the blog Dlisted prefers), Paltrow hopes that, one day, people don’t even necessarily realize she has anything to do with the company.

Speaking at the 2016 Sage Summit in Chicago this week, Paltrow (who spoke alongside HelloGiggles founder Zooey Deschanel) explicated her goals for the brand (prepare yourselves: the following quote will make the word “brand” lose all its meaning through repetition). “In order to build the brand I want to build, its scalability is limited if I connect it to the brand,” she said. “So I always think how can I grow the brand, how can I separate myself from the brand and I think its going to be more its own brand. More and more I would like it to be its own brand—my dream is that one day no one will remember that I had anything to do with it."

Paltrow told the 15,000 assembled attendees that she deeply enjoys her work for the company. “The challenges I encounter every day running a business and operating a business are incredibly fulfilling, and totally terrifying and really awesome,” she said. “It’s been an amazing journey.” We have always assumed that, on their first day, Goop employees are required to whisper the words “amazing journey” a thousand times while submerged in an organic milk bath, so this quote makes a lot of sense.