I’m Saloni. I make ambitious business strategy work in actual human lives
I’m a business and marketing strategist, copywriter and ICF-accredited coach with 18+ years of marketing experience and nearly a decade running my own business.
I help ambitious small business owners work out what will actually move their business forward, then make it doable within the life they’re living.
That means looking at the business and the capacity available to run it, so the strategy can work on ordinary Tuesdays, not just your imaginary best days.
Because a brilliant strategy isn’t much use if you can’t bloody execute it.
I know business. I’m also deeply suspicious of most business advice…
I’ve spent 18+ years working across marketing strategy, digital, content and copy, with businesses ranging from small independents to international brands. I’ve also spent nearly a decade running my own business. And over all that time, I’ve watched perfectly capable people struggle to execute perfectly sensible strategies. The same assumption comes up again and again:
We make plans as though the human responsible for executing them is an infinitely available resource.
People get ill. Have babies. Care for other people. Grieve. Burn out. Have ADHD brains that will happily develop an entire new offer at 11pm but cannot send one relatively straightforward email at 10am.
Capacity changes.
If the strategy can’t flex with it, eventually you start wondering whether you’re the unreliable part of the business. I think we can design better than that.
I’m ambitious. Capacity-aware doesn’t change that
I grew up working class, in council housing, and was the first person in my family to go to university.
I’ve built a life and career I’m incredibly proud of. And I still want more.
I want to do brilliant work. Earn good money. Keep learning, building, trying things and seeing what I’m capable of. I want that for the people I work with too. So when I ask about your capacity, I’m not looking for reasons to automatically make the goal smaller.
I want to make your effort count.
What time do you actually have? What drains your energy? What’s unnecessarily complicated? What could we simplify, automate or hand over?
Which limitations aren’t going anywhere, no matter how beautiful the new Notion dashboard is?
And what do you actually want this business to make possible? The money. The clients. The work you want to be known for. The freedom, security, impact or opportunities.
How do we make the ambition work with the life?
I didn’t arrive at this from a textbook
My own capacity hasn’t always been predictable, and I’ve had seasons where business has needed to coexist with a lot of life.
I’ve also spent years working with business owners who are neurodivergent, disabled or chronically ill, parents, carers, burnt out, grieving, stretched thin or simply trying to build something ambitious without handing every other part of themselves over to it.
Again and again, I’ve seen smart people know exactly what they should be doing and still struggle to make it happen. More discipline wasn’t the groundbreaking answer the internet seemed to think it was.
Sometimes there’s friction we can remove. A better system. A clearer priority. Something automated or handed over. And sometimes the limitation is real. I don’t need to find you a silver lining for that.
I don’t believe every difficult thing secretly happens for a reason or that every constraint becomes your superpower if we squint at it hard enough.
Sometimes the appropriate response really is: “Oh, that’s so shit.”
We can acknowledge what’s true. And then, when you’re ready, work out what happens next.
Persistency beats consistency
I care far less about whether you can execute the same perfect routine every week than whether your business gives you ways to keep going.
And when you do fall off? Can you come back without treating it like you’re starting from scratch?
That’s persistency.
It’s why I talk about 40% days, Bare Minimum Strategy, reducing friction and building routes back in.
Your business doesn’t need a flawless version of you. It needs ways of working that survive contact with your actual life.
18+ years of marketing strategy expertise
Commercial strategy and marketing expertise grounded in what actually works for small businesses.
ICF Associate Certified Coach (ACC)
Proper coaching expertise alongside the strategy, so we can work with the person making the decisions as well as the business itself.
Capacity-aware by design
We build around the time, energy, attention and resources you actually have.
The whole point is the life outside the business
For me, that’s Scott and Kylo.
It’s a lazy morning dancing around the kitchen while we make breakfast, a walk around the common and stopping at our favourite coffee shop for a hot chocolate on the way home.
It’s having more time, more flexibility and less stress. Building a business that means my family can stay my priority while I still get to do work I really, really love.
That’s what build the business of your life means to me.
And I want that expansiveness for the people I work with too.
I want you to be able to work with the brain, body, circumstances and resources you’ve actually got, and still build something ambitious.
Without handing your whole life over to it.
I want the business to help make the big life possible.
A few other things you should probably know
There’s music playing in my house approximately 75% of the time.
I was diagnosed with ADHD a few years ago and, with hindsight, it is really obvious.
I’ve been writing poetry since I was a child and have been writing a novel for approximately six years. I’ll get there one day.
I love love love a new notebook and a fancy pen. Apparently stationery-based optimism remains undefeated.
I am never far from lip balm.
My sense of humour is extremely dry, I’m fairly sarcastic and I’m much more interested in a candid conversation than pretending we’ve all got our shit together.
How I’m building a more inclusive business
Accessibility and inclusion are really important to me.
And I know most people say that, but for me, it’s like being invited to a party but you get there and there’s nothing for you to eat. Or you can’t even get in because you’ve only been given half the address.
As someone who has both food allergies and ADHD, I know there’s a whole spectrum of ✨feelings✨ when you find yourself at a party that wasn’t organised with you anywhere in mind. I also know that my experience isn’t universal or equivalent, but it’s taught me how important it is to design spaces with care, curiosity, and a willingness to listen.
Party metaphors aside, I want to create a space for everyone to come as they are and feel proud and safe to be themselves. I’m aware that the online small business space isn’t always the most diverse or welcoming and that’s not the kind of party I want to host or be a part of.
I know that visibility in marketing isn’t a neutral or equal playing field. And I understand that for those who are marginalised, whether by race, gender, disability, sexuality, class, or body size, putting yourself out there comes with real and valid barriers: algorithmic bias, safety concerns, the exhaustion of representation, or simply not seeing yourself reflected in the spaces you’re told to show up in. You’re navigating a world that wasn’t built with your safety or visibility in mind. But I’m here to help you build a business that honours all of that, without asking you to shrink, mask, or conform.
We can talk about what visibility means for you, what feels safe, what feels scary, and how to grow your business without being pushed into a version of success or productivity that was never designed for you within a capitalist society.
This is a space where you don’t have to explain or justify your existence. Just come as you are, and I’ll meet you there.
Here’s where I’ve got to:
I’ve worked with a DEI Consultant to ensure my services have inclusion, equity and diversity built in from the ground up, including: testing my website for accessibility, ensuring I consider different perspectives outside of my own lived experience, and the barriers those who are marginalised experience as they navigate the world.
I will always defer to what you tell me you need as your lived experience.
I’ve tested my website for accessibility
Using my academic background in Race, Gender, and Identity throughout History, I’ve combined what I’ve studied with my own experiences and the insights that my clients have trusted me with, to inform my approach to creating an inclusive business.
I know there’s always more to do.
Here’s what’s gonna happen in 2025:
Fix colour contrast issues following my recent rebrand
Add missing alt tags
Correct hierarchical issues within my copy
If there’s anything I haven’t covered here that would help you feel more comfortable or supported, feel free to pop me an email: saloni@salonichamberlain.com
I’m always open to feedback and committed to making this space as inclusive and welcoming as possible.
Let’s build the business of your life
You don’t need to become more consistently productive before you’re allowed to want more from your business.
Bring me the ambition, bring me the constraints.
We’ll work with what’s actually here.