Why Unmasking Matters in Business with Shan Fitzgerald

Being yourself in business isn’t just a nice idea—it’s a survival strategy. If you’ve ever felt like you have to tone yourself down, sound more professional, or fit into a box that wasn’t made for you, this episode will change the way you think about branding, business, and showing up as your full self.

Shan Fitzgerald is a copywriter, brand personality strategist, and autism advocate who believes in building brands that feel human, bold, and unapologetically real. In this episode, she shares her journey of running Wild Spark for the past eight years, navigating business as an autistic and ADHD entrepreneur, and why she built a business where she never has to mask.

If you’ve ever struggled with finding your brand voice, running a business that fits your brain, or setting boundaries that protect your energy, this episode is for you.

• How Shan’s late autism & ADHD diagnosis reshaped her identity, work, and daily life

• Why she built Wild Spark as a business where she never had to mask

• How autistic and ADHD brains are wired for brand voice mastery

• Why most brand voice guides are completely useless (and what actually makes one work)

• How neurodivergence is a superpower for brand strategy and communication

• Why masking in your business leads to burnout

• Why stepping into your brand voice is a game-changer for confidence and growth

• The power of pattern recognition and deep empathy in writing copy that resonates

• Shan’s best advice for neurodivergent entrepreneurs building businesses on their own terms

We also mentioned these people/things:

Wild Spark

 Awkward AF Email Template

Shan Fitzgerald’s Instagram

Martha’s website

Martha’s HyperFocus Week services

Martha’s LinkedIn and Instagram

Liv’s website

Liv’s LinkedIn and Instagram

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