The Story Behind My Story‑Led Approach
Coaching and Resources to Shape Your Lived Experience into a Sustainable, Story‑Led Business
I’ve been telling stories for as long as I can remember.
As a child, I’d invent endless tales for my little sister on long car rides. As a teenager, I poured my emotions into writing - discovering how words could help me process the world. I went on to study English Literature at university because I was fascinated by how stories can shape feelings, shift perspectives, and create connection.
After graduating, I began my career in teaching, using storytelling to bring lessons to life and engage my students. Later, when I moved into mental health and wellbeing support, I saw the impact of sharing lived experience with care - how the right story, told in the right way, could build trust and open the door to change.
When I moved into the business space, I saw a lot of people talking about storytelling - but almost always as a marketing tool. The focus was on telling trauma or transformation stories, slotting them into predictable frameworks like the Hero’s Journey, and using them to create a spike of emotion to drive sales.
What I didn’t see was anyone talking about safe storytelling - or about stories as the foundations of a business, not just the decoration.
No one seemed to be asking: What stories feel good for you to share? What’s too personal right now? How can you use your experiences to guide every part of your business - your offers, your messaging, your way of working - in a way that feels sustainable?
That’s where my approach is different.
My background in education and mental health gave me a strong belief that we can always learn, adapt, and improve our well‑being. Every time life threw me a curveball, I found a way to turn it into an opportunity for impact — whether that was through volunteering, changing careers, or starting my own business.
But I also learned the hard way that without boundaries, using your story to help others can lead to burnout. I’ve been in situations that were triggering and emotionally draining. I’ve taken on too much and felt the weight of compassion fatigue. And I’ve had to do the deep work of finding a way to help others without losing myself in the process.
That’s why my coaching isn’t just about building a profitable business. It’s about building one that works with your values, your energy, and your aspirations - so you can create impact without sacrificing your well‑being.
Its why I don’t just help clients “add storytelling” to their marketing. I help them build their business around it — in a way that protects their well‑being, aligns with their values, and connects with the people they most want to reach.
Because when you use your story as the foundation of your business, everything becomes easier: your message is clearer, your marketing feels genuine, and your offers feel effortless to share.
This isn’t just what I do. It’s what I’ve lived. And it’s why I believe - and know - that stories build businesses.
