🤗 Hiya

Welcome to The Shift. A conversation for writers and creatives. Crafting work and life on your own terms.

2025 is shaping up to be a big year for indie media and creator-led journalism - the fastest-growing and most exciting space in journalism, imo!

I’m here for it.

As music journalist Sean Adams wrote:

The rise of influencers and content creators isn’t just a trend; it’s a fundamental shift in how stories are told and who gets to tell them. [CJR].

The pale-male-stale old guard may resist, but it’s made journalism more democratic, inclusive, and community-led.

And now, another power shift: AI is transforming our lives and work.

Maybe, like me, you enjoy dating Claude the butler — but don’t want to get too dependent on him. You’ve got questions about ethics, sustainability, and creators’ rights. #MakeItFair

Can we find a middle ground — for a happy marriage that feels really good?

Why The Shift?

The Indie Media Movement

The creator economy is forecast to hit $500bn by 2027 [Goldman Sachs]. More writers are going solo, building their own worlds and a direct relationship with readers, away from the algorithm. From Bullshit Jobs to Made-up Jobs!

The indie magazine scene is thriving, and women’s mags are ripe for a comeback - built around fandom and communities, from gorgeous glossies like The Gentlewoman, with its ambitious journalism and fantastic photography, to the fun mini-mags run by ex-editors on Substack.

Humans + AI

We’re all at the beginning here. There is no digital divide - AI tools are an equaliser. This is my favourite quote on it:

There’s a lot of fear and concern about AI, especially the existential thing. Most of that is from highly-educated, potentially over-educated people. But regular folk, who are struggling - working for Doordash, taking care of their kids, other people’s kids…

Like, you want every advantage you can get. And you’re not gonna be in the position of ‘I’m too cool for AI school.’ Is this thing gonna help me get that job or look better in that interview? It’s worth a shot. - Baratunde Thurston

I’m a tech optimist - we all want growth, right? Bigger brains, more money. AI is a game-changer for solopreneurs.

I also see the bigger picture — they’re trying to cure cancer with this.

Just imagine, when AI’s doing the grunt work, we can get back to our Coffee Viennese, chatting and plotting. Reading books. Making media.

What a time to be alive. I hope you'll join me on this wild ride.

💋 What You’ll Receive

Free membership:

✔️ Receive weekly-ish letters from me
WorkFrom - A Remote Work Map
WorkWith - A Newsletter Talent Directory

Paid membership:

Go deeper with me, help shape The Shift, and connect with the community:

✔️ Join our live chat for real-time support
✔️ Sync The Shift Calendar to get you out of the house
✔️ Receive Current Obsessions roundups and curated resources

Friends of TS membership:

The best way to support my work. It enables me to spend more time writing, photographing, curating, and building an experience offline - netwalking, Writers’ Cafe, dinners, retreats, ‘letters on tour’ etc.

✔️ Unlock everything. Book a 1:1 call with me - AMA about writing, publishing, or whatever you like.

All digital gifts are on The Shift+ page.

However you support The Shift, THANK YOU. It means a lot to me.

😁 A bit about me

I’m a writer and founder covering tech, culture, and creative work — based between London and St Leonards.

In a nutshell, I love a good story. I believe in the power of writing to connect people and create a more compassionate world.

I’ve been writing online since ‘99 (remember Y2K? The Millennium Bug. We’re still here…). Always up for a new experience!

12x book babies. 3x startups. 3x awards. 1x teen (my proudest achievement!)

I grew up in the golden era of women’s mags when they were fearless, fun, and a big part of female culture. They inspired me to move to London and try my hand at fr££lancing.

I’ve written for New Woman, Woman’s Journal, More!, Cosmo, Eve, Here’s Health, Scarlet, The Sun & more and published 12 books. Good fun but precarious - you don’t have much control over your career in trad publishing.

I ran a digital magazine, Rude, in my 30s but burned out (RA) trying to juggle it all as a one-woman show and lone parent.

So here I am, having another go (a bit older, the tech is better!). I started The Shift in 2020 to explore how legacy media was shifting and changing. It’s become the foundation of my creative work and I’m having the time of my life here.

Outside The Shift, I run Firebird, a delightfully tiny storytelling studio.

I offer newsletter strategy & storytelling for purpose-led brands. Connecting brands with people and culture. → This way, reader

🤩 Gold star for reading this far. I love connecting with like-minded souls. Get in touch if you want to work with me or find out more.