We recently connected with Shelby Wagner and have shared our conversation below.

Alright, Shelby thanks for taking the time to share your stories and insights with us today. Too often the media represents innovation as something magical that only high-flying tech billionaires and upstarts engage in – but the truth is almost every business owner has to regularly innovate in small and big ways in order for their businesses to survive and thrive. Can you share a story that highlights something innovative you’ve done over the course of your career?

The most innovative achievement in my career has been the self-publication of a journal called The Identity Field Guide. It’s a 21-day interactive journal, and its uniqueness lies in its use of imagery as a daily source of reflection. In simple terms, each day encourages you to choose a sticker image that serves as your focal point or muse for the journal prompts. Four years ago, while working in IT, I would never have considered myself “creative.” However, after taking the leap to start my own life coaching business, I discovered my passion for creating tools that spark insights and foster conversation. A shift began to unfold.

What sets this journal apart is that it goes beyond just blank pages or thoughtful prompts; it delivers a fresh experience—images first, then words. Many non-writers often feel overwhelmed by the idea of journaling, but by engaging them in a visual experience initially, where they can connect emotionally with the images they see, they are more likely to enjoy a free-flowing reflection session.

Additionally, an intentional yet secondary benefit of selecting an image each day for 21-days is that individuals can strengthen their intuitive senses, enhancing their “muscles of noticing” regarding what interests them. This practice guides them to recognize and honor their desires in both their relationships or careers.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I entered the coaching world through my roles in the technology industry. For several years, I worked in IT as a project manager, and while seeking to advance in my career, I realized that my true passion was working with people rather than focusing solely on the projects.

A thoughtful manager recognized my skills in empathy and relationship building, and suggested that I pursue a then-emerging role known as scrum master. I dedicated several years to collaborating with software development teams, assisting them in refining their delivery processes and strengthening their connection to one another.

During this time, I became a certified CliftonStrengths coach, which sparked my desire to help individuals see the best in themselves. With my ability to quickly assess a group and gauge the overall tone in a room, I found that tools like CliftonStrengths felt like a cheat code for fostering understanding and collaboration among people.

As I honed my skills in facilitating teambuilding workshops, I felt a strong calling to launch my own business to support the individuals I was passionate about helping. In 2020, I took the leap, and as we all know, it was an unusual year. Almost immediately, I noticed that while one-on-one coaching was fulfilling, I longed to reach a broader audience.

As I worked with clients, I realized it made me happy to develop my own tools, such as recording personalized guided meditations and assigning unique homework tailored to their goals and experiences. Gradually, I was becoming a writer of sorts. With more free time, I became aware of a strong voice in my head urging me to share my life stories and to write about current events, while also inspiring others to reconsider their viewpoints. I noticed that I had a growing desire to help people break free from the status quo. I discovered I could write in a way that bridged the gap between the old and the new.

The more I wrote, the more I recognized my creative talents. I learned that I had the ability to draw people into my stories. I took notes in a distinctive style using markers and often shared my insights online, slowly accepting that I might be an artist in my own unique way.

In 2021, I brought one of my ideas to life by creating a digital tool called the Identity Mosaic. It was meant to help individuals create a reflection of themselves that they really admired, not like the photographs we often critique and try to edit.

Being a person who appreciates traditional tools like pen and paper, I quickly decided that I wanted that digital experience to be facilitated in a real-life group setting. I quickly found a way to make it printable and hands-on. After facilitating several workshops, I observed how alive participants became as they created their mosaics and shared them with one another. Each image spoke to a part of themselves that they enjoyed or had long forgotten about. I knew this experience deserved to be savored beyond just a few hours.

Two and a half years ago, I set out to create a journal version of the Identity Mosaic. It took some time, but I proudly self-published The Identity Field Guide in July 2024. This 21-day journal is designed for those who feel unfulfilled by promotions, raises, or even their vacations. Many find themselves stuck, longing for something more meaningful in their work and life. In a world that is often focused on “becoming,” this journal aims to help individuals remember and reconnect with who they have always been.

I am proud of this project as it offers a unique approach that leverages imagery to provoke thought. I like to say pictures allow people to go into the back door of their minds. Each colorful and vibrant image has been hand selected by me, intended to tap into the emotions and memories that I imagine have been forgotten or tucked away.
Beyond reminding people of their passions, the journal is intentionally designed to encourage a daily rhythm of reflection. A way to connect back to one’s intuition.

Each day, the individual is guided to find an image in the back of the journal. With over 90 sticker images available, the one they choose serves as their muse for the day’s journal prompts. I believe this practice of sifting through images and noticing the one that resonates with them strengthens their ability to recognize the opportunities, relationships or nudges that call out to them in their daily lives.

As we reach midlife, it’s common to realize we have followed someone else’s blueprint for success, copying their formula without it truly fulfilling ourselves. This field guide is designed to help individuals remember and reconnect with their own internal compass.

This project stand outs as one of the most rewarding achievements of my career. It’s not just about self-publishing a creative work, but also about the personal journey it has taken me on. I went from thinking I wasn’t creative to sharing a creative thing with the world, a process that involved unraveling of my own mind drama regarding creativity. It prompted me to confront my feelings of worthiness and visibility, and to embrace my own personal definition of spirituality. This journey has taught me to trust and believe that I am supported, even during the most challenging times, when it may feel like no one recognizes my greatness or there isn’t enough money to bring my vision life. Even in those moments, I simply am.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

There’s a lot to consider here, but a recent conversation with a group of women executives and business owners stands out. We discussed the differences between entrepreneurship and corporate work, highlighting the need to unlearn the norms we inherited from our past corporate environments. For instance, we had to intentionally shift our mindset to view other business owners as potential collaborators rather than competitors. We also needed to loosen our reliance on the masculine energy associated with logic, achievement and rigid time management, making space for the feminine energy that embraces trust, intuition, and collaboration. Both energies are essential.

An important insight from our discussion was that issue isn’t necessarily corporate versus entrepreneurship; it’s about the systems in place and the people that work within them. This reminds me that we can all leave a company only to recreate the same old outdate systems within our own businesses. I certainly struggled with this at first. It’s in the smallest details – like your working hours, how you dress, or what aspects of your identity you deem “acceptable” when interacting with professional clients or colleagues. I had to learn how to craft a business culture that genuinely reflected who I am, moving beyond the norms of both the corporate world, but often society in general.

Can you open up about how you funded your business?

What I learned while trying to secure funding for The Identity Field Guide is that the process isn’t solely about the money. This time last year, I was unable to secure the loan necessary to collaborate with a self-publisher. I felt frustrated, exhausted, and somewhat defeated. I came to terms with the reality that I wouldn’t receive the loan I needed, which meant I couldn’t publish my book in 2023. It was overwhelming.

After tending to my disappointment, I asked myself:
💡Where do I feel a sense of relief? Why is that?
💡What did I hope this loan would allow me to do?
💡What aspects still excited me?

I realized I felt relieved about not having to worry about paying interest on a significant loan while I continued to plan the book. Additionally, I discovered that deep down I preferred to collaborate with individuals I knew or those I felt like I had established relationships, rather than starting from scratch with a team of folks I didn’t know.

However, I was excited because securing the loan would mean I wouldn’t have to navigate everything on my own anymore. I would have experts assisting me in making decisions, transforming what I created into something even greater. I wouldn’t feel alone; my book would feel legit.

After a couple months of letting it all simmer, I gained a fresh perspective on how to fund the project a little bit at a time. This new path reduced the interest I would owe on my total investment if repaid on time while helping me gradually adjust to the amount of debt I needed to assume.

This new approach also allowed me to collaborate in phases with an editor and designer with whom I already had established relationships with. It felt easy.

A year later, as you know, the book is finally here! Reflecting on the journey, it seems everything worked out as it should. Missing out on what I initially believed was “meant for me” showed me that I still needed time to work through my relationship with debt and betting on myself.

It also highlighted how important it is for me to collaborate with individuals who truly understand and honor my voice, while also ensuring I create with people who feel good to me too. Above all, my journey to securing funding has been a lesson in trust, faith, and patience.

Contact Info:

• Website: https://www.catalystforconversation.com
• Instagram: shelby.m.wagner
• Facebook: https://www.facebook.com/catalystforconvo/
• Linkedin: https://www.linkedin.com/in/shelbymwagner/

Image Credits

Photo files that are appended with Lisa Quinlan should be given credit.