I Was Never Meant to Fit In (That’s Why My Approach Works)

For most of my life, I tried to make it make sense.

I tried to squeeze my multi-hyphenate, non-linear, soul-led self into corporate boxes. Into job titles that couldn’t hold my depth. Into workflows that drained the very spark that made me valuable. Into rooms where I had to dial it down just to be heard. Into versions of success that had nothing to do with me.

I was the black sheep in a world of brand sheep. I didn’t fit the mould. And every time I tried, I lost something of myself.

But here’s the thing about being the misfit, the misunderstood, the one who can’t be categorized: eventually, you stop trying to be chosen, and you choose yourself.

This is not a redemption arc. It’s a reclamation story.

I lost a high-paying job to pandemic retrenchments. We shut down a business we had poured years into. I battled body image and health issues that stole years of self-worth. And I re-met myself in motherhood — where the layers peeled back, the illusions broke, and I finally saw the version of me I was always meant to build from: honest, whole, and wildly untethered from other people’s expectations.

Now, I help brands do the same.

I don’t build brands that chase. I build brands that mean something. That disrupt. That deinfluence.

I work at the intersection of strategy and soul. Of words and workflows. Of philosophy and performance. Twenty years of experience in marketing, leadership, content creation, and behavioural science has taught me how to translate abstract ideas into tangible impact.

I’m not just a copywriter. I’m not just a strategist. I’m not just a consultant. I’m the person you call when your brand has outgrown the box it was born in — and you’re finally ready to build something real.

This work isn’t about performance. It’s about presence.

So if you’re done chasing trends and ready to create something that resonates...

Welcome. You’re exactly where you need to be.

x Shanee