Alright – so today we’ve got the honor of introducing you to Shani Canillas. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Shani thanks for taking the time to share your stories and insights with us today. Can you tell us about an important lesson you learned while working at a prior job?

During my years overseeing government proposals, my world revolved around efficiency, timelines, and compliance. Much of my work meant gathering information from multiple departments, distilling it, elevating it, and shaping it into persuasive, strategic narratives. I led these meetings by asking clarifying questions, aligning perspectives, and connecting the dots between diverse teams. That role taught me the importance of meeting expectations and deadlines—skills that remain essential in my work today.

Owning a publication requires that same respect for time, both mine and others’, especially when it comes to photoshoots, design deadlines, and quick turnarounds. But the greatest lesson I’ve learned has been the value of slowing down to build meaningful relationships. When I meet new business leaders, I’m looking for their “why”—what inspired their work, who they are as leaders, and what fuels their passion.

Curating an elevated, beautiful publication is only half of what I do; the other half is curating a community. When I launched The Scout Guide Fort Collins, I had no idea the individuals joining this project would organically grow into a network that collaborates, supports, and advocates for one another. As I watched this evolve, I realized how important it is to protect this community and continue building it with intention so it never loses its strength or authenticity. Today, that sense of connection is one of the first things our members mention when they describe TSG to others—the incredible community of like-minded business leaders who make it truly special.

Shani, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

A bit about myself? I’m a Midwest girl at heart. I grew up in Missouri, spending summer weekends boating on the lake—still my favorite thing to do— and riding a little cherry red Honda 50 motorcycle—now I ride a Harley. My family lived a simple, middle-class life in the country on forty acres with cattle, an upbringing that taught me hard work, humility, and a love for wide-open spaces. Fast forward—lived in San Diego for eight years and moved to Fort Collins, Colorado in 2002. This is where I figured some things out. I wanted a family, a career, and a purpose.

I was a non-traditional college student, raising children while discovering my calling at Colorado State University. After earning two degrees in Communication Studies, everything began to click for me. I learned how powerful communication could be—relationally, organizationally, and how rhetoric shapes everything. I realized I wanted a career centered around people. I wanted to listen, connect, and build relationships. And for years, I did exactly that, leading teams and growing businesses.

But one thing was missing: creativity. I’ve always been drawn to creative expression—photography, painting, music, dance—and I longed for a role that allowed me to blend my artistic side with my passion for people. Then, while working in Bozeman, Montana, I saw The Scout Guide for the first time. I was instantly captivated. It didn’t look or feel like any publication I had ever seen. It was elevated, intentional, and beautifully curated. When I discovered it was a franchise, I immediately researched and discovered it existed in Denver, Boulder, and Aspen. But to my surprise and delight, there wasn’t a guide in Northern Colorado. Owning a publication was the path I had been searching for: a way to create, to tell stories, and to cultivate a community.

Today, I feel so incredibly grateful that I get to do all of that and more. Working alongside my members, we uncover who they are as a brand and how they want to be seen. Through artistic photography, we leave breadcrumbs—captivating visuals that spark curiosity and invite readers to learn more about the people and stories behind each page. Sometimes we’re helping a business grow a specific part of their work. Sometimes we’re creating beautiful imagery that communicates their narrative. And sometimes we’re introducing entirely new businesses to a larger audience, expanding their reach and helping them forge meaningful connections not only locally, but nationally through our larger Scout Guide network.

One of the things I’m most proud of is our growing network of what I call “community contributors”—people and businesses who genuinely care about Northern Colorado and give back in ways that make it better. Each year, our TSG community rallies behind a local nonprofit, collaborating on events and initiatives that matter. My hope is that people increasingly view The Scout Guide Fort Collins not just as a publication, but as a community of individuals who care, contribute, and advocate for this place we call home.

As we prepare for our Volume 3 guide, I’m excited to broaden the story of who Northern Colorado is. We’re intentionally expanding to include more diverse business types—breweries, outdoor adventure companies, music venues, and others who shape our region’s vibrant identity. My goal is for our community to remain rooted in the values that launched it while welcoming new voices that represent the spirit of Northern Colorado: dynamic, creative, and full of possibility.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

For me, the biggest lesson has been unlearning the idea that “the customer is always right.” At nearly 52, I grew up in a generation where that philosophy was ingrained in every early job I had—from restaurants to customer service roles. Later, as I moved into more career-oriented positions, the mindset simply shifted: it wasn’t the customer who was always right, it was the boss—even when they weren’t.

When I launched The Scout Guide Fort Collins, that old belief followed me into my first year of business ownership. Many potential members understandably wanted to wait to see the first volume before committing. But I needed partnerships in order to create that first volume, so I made decisions that didn’t fully align with the vision I had for my brand—discounts, trades, and in some cases, bringing businesses in at no cost. I also allowed photoshoots that didn’t reflect the elevated aesthetic I wanted to establish, simply because I thought I needed to say yes to secure the partnership.

What I’m unlearning now is the belief that the customer—or the client, member, or boss—is inherently “right.” I’ve grown more confident in the value of what I create and more comfortable articulating that value. As a small business owner, growth requires both creativity and financial sustainability. I’ve learned that once you offer a discount or a trade, it becomes challenging to retract it; people come to expect it. And when you hand over full creative control, you’re essentially giving others permission to shape your brand. Those conversations become far harder once the boundary has already been crossed.

Each year, as I begin a new volume, I’m learning to voice my opinions more clearly and have the difficult conversations about why I cannot continue working for little or no compensation. I’m fortunate to now have an incredible group of business owners and leaders who understand the realities of building something sustainable. But it still required an internal shift—a willingness to find my own courage and confidence to stand up for my work and protect the integrity of my brand.

Can you open up about how you funded your business?

Before launching The Scout Guide Fort Collins, I spent years in a successful corporate career—earning a six-figure salary with full benefits, retirement matching, a corporate purchasing card, a vehicle allowance…the works. My partner had a similar financial foundation, and together we built a life with all the assets one desires: a home, cars, a boat, motorcycles, and so on.

What I learned very quickly after leaving that world to purchase a franchise and become a business owner is that owning a business requires a completely different mindset. Buying the business was the easy part—it took a simple business loan request and that was that. The challenging part came afterward, when I realized that without revenue, there is no paycheck. And revenue only comes if you’re willing to hustle.

I’ve also learned firsthand that it truly takes money to make money. Early on, I made a conscious decision that my publication would not operate like a traditional “pay to play” model where clients pay for every little thing on top of their ad—or in our case, their spread. Instead, I chose to shoulder many of the major expenses myself: photography, designers, printing, shipping, mailing, and the full scope of event costs—from caterers and musicians to florals, décor, swag, and venue rentals. It’s a significant financial investment, but it was always intentional. I wanted to create something elevated, supportive, and community-centered, not transactional.

So, when it comes to starting my business, the initial funding was actually the straightforward part. Sustaining the business has been where the real work—and investment—begins. But as I approach three years in and continue to grow, I’m confident that these financial commitments will gradually feel less like burdens and more like privileges. They’re part of what makes The Scout Guide Fort Collins the community-driven publication I set out to build.

Contact Info:

• Website: https://thescoutguide.com/fort-collins/
• Instagram: https://www.instagram.com/tsgfortcollins/
• Linkedin: https://www.linkedin.com/in/shani-canillas-23770740/

Image Credits

Arianne Autaubo Martinez
Bruno Cardoso
Christina Gressianu