Shadé Zahrai
Fortune 500 clients and 500M+ video views — a personal brand carried at institutional scale.
What was at stake
Two audiences arrive at the same URL: a procurement lead deciding whether to book a keynote, and an individual deciding whether to buy a 12-week program. The site had to serve both without either feeling like the other's afterthought — and read as behavioural research rather than motivational content.
What it needed
- House programs, a published book, speaking and free resources without any one of them burying the rest
- Lead with the credibility signals corporate buyers check before they will book
- Convert an audience measured in hundreds of millions of views into subscribers
- Let new content ship without a developer in the loop
How we delivered
- Program pages built to sell a 12-week commitment, not merely describe it
- Gated free resources — the Doubt Profile quiz, confidence scripts, negotiation guide — as the top of the subscriber funnel
- A speaking enquiry path kept separate from consumer sign-ups, so a corporate buyer never lands in a consumer flow
- Credibility surfaced early: client logos, reach figures, press and LinkedIn Learning scale
- CMS structure the team publishes to directly