Stop writing for everyone and start speaking to the ones who get it.
The moment you let go of universal approval, your voice sharpens and the right people finally step forward.
I took a short break in Phuket this past week, like a reset I needed, and I trained Muay Thai every morning because the routine keeps my head clear, so I owe you an apology for not sharing any new frameworks in my newsletter this week.
The pause mattered more than I expected, because it brought me back to the core of why I coach the way I do, because during the week, I also received the message below from a client I’m coaching.
It touched me deeply because it shows exactly what my coaching style is built to create.
Hi Shawn, I hope you had a good week.
I wanted to update you on what’s been happening since adopting your content approach.
Impressions have increased and I’m seeing new people engage with my content.
I’m enjoying creating the content more because I’m not worrying about trauma dumping or judgement. I post my genuine thoughts and feelings.
This shift shaped my entire path as a creator and coach, and the moment I finally let go of needing everyone to understand me, I found my people.
I stopped explaining myself to people who were not listening anyway, and I started speaking straight to those who actually felt something when they read my words.
That was the day my work changed, and my voice settled. It was also the day I stopped chasing the crowd and started building a community.
I grew up trying to make myself smaller, so others would be comfortable. I edited my tone. I also moderated my identity and softened my truth. Every part of that held me back.
When I dropped the need for universal approval, my content sharpened, and the right people stepped forward without me having to push.
That is why I coach the way I do now. I do not teach clients to perform or teach them to overthink every line. I do not teach them to please the algorithm.
Instead, I teach them to speak from the centre of who they are, because that is where trust builds and that is where the work starts to matter.
This client’s message shows that shift in real time. Yes, their impressions increased. Yes, new people are engaging.
However, the real win is this line: I’m enjoying creating the content more. That is the signal that tells me they stopped writing for everyone and started writing for the people who get it.
They stopped worrying about judgment and started telling the truth, and once you taste that freedom, you never go back.
Your message is not for everyone, and that is precisely why it works. The ones who understand you will stay, and the ones who don’t will move on. That clarity is the foundation of every strong personal brand.
So thank you for the patience while I was away, and thank you for reading. Phuket reminded me that when you stop fighting for approval, you make space for connection, and that is the work I want to keep building with you.
See you next Sunday.
Early bird prices now available for Cohort 3 of the H.A.L.O. Masterclass
A virtual 6-week cohort designed to help you write with authenticity, own your story, and build a personal brand that people trust, not just follow.
No templates, no performative vulnerability, no copy-paste formulas.
This is the system used with founders, executives, and creators across tech, media, and social impact. You do not need a niche; you need a signal that makes people say,
This person knows who they are. I trust them.
Every session is recorded, and you can catch up before the next class.
Program schedule (January 2026)
Week 1: January 12, 2026
Week 2: January 19, 2026
Week 3: January 26, 2026
Week 4: February 2, 2026
Week 5: February 9, 2026
Week 6: February 23, 2026
All sessions: Mondays, 7.30pm - 9.30pm SGT on Google Meet, recordings included.
Only 12 seats are available.
Investment
Early bird: $497 (save $200) - ends December 15
Standard: $697
Payment plan: 3 payments of $179
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FREE Story Pillar Template (worth $97)
Bonus content system templates (worth $297)
One 60-minute 1:1 coaching session after the masterclass
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