Writer. Strategist. Business sanity-check for founders who never quite fit the mould.

I’m Shay — a writer who cares how words land, not just what they say. A secretly word-obsessed librarian at heart. And a business deconstruction expert for people who are done trying to do it the “right” way.

For the last decade, I’ve helped solopreneurs build businesses that actually function.

Not just on paper — in real life.

In brains that spiral. In bodies that get tired. In lives that don’t follow perfect scripts.

My philosophy?

Your business should support your life — not take it.

That means strategy rooted in clarity. Messaging that feels like you. Systems that work with your brain, not against it.

Because when the business works for the person behind it?

Everything shifts — from the bottom line to how you feel waking up on Monday.

What I Do:

• Clarify goals and simplify decisions (without guilt)
• Build structure that bends but doesn’t break
• Help founders tell the truth — to their audience, and themselves

I work best with the ones who’ve already tried it all.

The ones who know the formulas aren’t built for them.

The ones who want a business they don’t have to fake their way through.