Do you remember that moment in Jerry Maguire—the one where Tom Cruise’s sports agent character has his late-night epiphany? He composes his mission statement, illuminated by his laptop and ruminating about what is important to him. His manifesto is equal parts bold, honest, and maybe a little too real for the corporate world of which he is part. Jerry Maguire wasn’t just talking about sports agents; he spoke about doing business differently. More personal. More human. More aligned with what really matters.
That scene hit me hard the first time I saw it when the movie came out in 1996—and it stuck with me. Because I’ve always believed marketing should feel like that: less about chasing trends, more about building relationships. Less about the next quick win, more about sustainable growth. Less transactional, more transformational while staying consistent to the brand.
When I started Shan Bates, LLC, I knew I didn’t want to just “deliver work.” I wanted to help people and brands build something that sticks. I wanted to help businesses tell their stories in ways that connect—strategies that are smart, creative, and (maybe most importantly) doable. I wanted to simplify the process, cut the fluff, and work side-by-side with clients to craft marketing that feels good to them.
And this spring, I set out to put in writing my Shanifesto. It is my not-so-secret guide for how I show up: Strategic and action-oriented. Professional with just the right amount of playful. Behold, the Shan Bates mission statement:
1. We Step in When Others Step Out
When budgets tighten and marketing teams shrink, Shan Bates, LLC steps up. We provide fractional, flexible support that fills the gaps—bringing senior-level strategy, content, and brand voice without the full-time overhead. Think of us as your on-demand partner when the stakes are high and the team’s running lean, or if you want to add a high-level marketing pro to your existing team.
2. We Build Storylines with Strategy
Because content shouldn’t just sound good—it should do something. Through strategic storytelling, we help you craft narratives that align with your business goals, connect with your audience, and move your brand forward with purpose and personality.
3. We Communicate with Purpose
Marketing communications isn’t just about saying things. It’s about saying the right things, to the right audience, at the right time. We help you show up with clarity, confidence, and connection across every channel.
4. We Build Brands That Feel Human
Your brand is more than a color palette and clever tagline. Through smart, soul-filled brand and content development, we help shape your voice, your presence, and your promise—consistently, creatively, and with meaning.
5. We Keep Your Brand Fresh, Focused, and Future-Ready
Markets shift. Platforms change. Algorithms ghost. We help you stay ahead with content strategy and creative thinking that evolves with the moment—keeping your brand visible, valuable, and built to last.
This Shanifesto is very personal to me. It’s how I run my business and how I partner with yours. And while I might not be writing late-night memos like Jerry, I’m just as committed to doing marketing in a way that feels right, not just fast.
So here’s to building with purpose, having some fun along the way, and making space for work that actually matters!