Meeting Shire Lyon was like getting a crash course in entrepreneurial grit. She’s the kind of person who makes you want to sit up and listen, not because she’s dropping buzzwords or spewing out polished, rehearsed advice, but because she’s honest. She doesn’t sugarcoat the hard stuff. Her story, which she shared with me on Never Been Promoted, is about figuring it out as you go and owning your space—no matter what obstacles you face.
Shire didn’t wake up one day as a Google Ads expert. She started out as someone who was just trying to survive in a world where opportunities were scarce. But instead of letting that discourage her, she took it as a challenge. “A little bit of self-confidence, and I’ll figure it out later,” Shire told me. It wasn’t bravado. It was survival. And it’s a lesson that applies to anyone starting their entrepreneurial journey—sometimes, you just have to jump in and trust yourself to find your way.
Jumping in Before You’re Ready
Shire’s path into digital advertising didn’t follow the typical script. She didn’t start out in marketing—she had a stint in news and even worked in healthcare. But after realizing those weren’t the right fits, she pivoted and taught herself Google Ads from scratch. No formal training, no courses—just pure curiosity and drive. That kind of self-initiative is rare, but it’s also necessary if you want to make it as an entrepreneur.
“I just trusted myself to figure it out as I went along,” she said. Shire wasn’t waiting for permission or for someone to hand her a roadmap. She was making it up as she went—and it worked. This is where a lot of people get stuck. They think they need to know everything before they can start. Shire’s experience proves otherwise.
Key Takeaways from Our Discussion:
- Start before you feel ready. Waiting for the “perfect” time means you’ll never begin.
- Self-teaching is underrated. With so many resources online, you can learn almost anything if you’re willing to dig in.
- Confidence breeds progress. You don’t have to know everything; you just have to believe you’ll figure it out.
Niche Down or Get Lost
If there’s one thing Shire has learned, it’s the power of narrowing your focus. When she first started, she tried to be a jack-of-all-trades. But that quickly changed. She realized that being everything to everyone wasn’t sustainable. Her breakthrough came when she decided to specialize in paid ads. “I can do some stuff better than others,” she said, explaining why she chose to hone in on that niche.
It’s easy to fall into the trap of thinking that the broader your services, the more clients you’ll attract. But Shire knew better. Focusing on what she did best allowed her to build a reputation as an expert in a specific area. “When you’re looking for people, go for the best customer—the ideal, best top one,” she said. This was a critical lesson. She wasn’t just looking for anyone—she was looking for the right ones.
What I Learned from Her Experience:
- Specializing creates opportunities. When you focus on one area, you become the go-to expert in that space.
- Quality over quantity. The right clients will align with what you do best, leading to long-term success.
- Know your worth. Charging what you’re worth comes naturally when you’re confident in your niche.
Shire’s story underscores the importance of finding your niche. If you’re spread too thin, you’ll never stand out. But if you drill down into what you’re best at, you’ll become the person people turn to when they need exactly what you offer.
Reflections from the Interview
As Shire and I wrapped up our conversation, I couldn’t help but reflect on how much her journey resonated with my own experience and what I see in the broader entrepreneurial community. Her ability to adapt, focus, and build genuine relationships is what makes her successful. It’s not magic—it’s a combination of strategy and showing up consistently.
Here’s What I’m Taking Away:
- Relationships are everything. How you treat people will come back to either help you or hurt you.
- Your network is your net worth. The people around you are your first clients, collaborators, and supporters.
- Resilience is key. There will be setbacks, but it’s how you respond that counts.
- You are your biggest differentiator. People will want to work with you for who you are, not just what you do.
- Be patient with your pricing. Start where you need to, but as your skills grow, so should your rates.
The thing that stands out most about Shire’s story is how real it feels. There’s no sugar-coating. Entrepreneurship is hard, but it’s also rewarding if you stick with it and keep learning from your experiences.
Final Thoughts
Talking with Shire Lyon was a refreshing reminder that entrepreneurship isn’t about being perfect—it’s about being persistent. Whether you’re just starting out or looking to refine your business, there’s something to learn from her approach. Focus on what you’re good at, don’t be afraid to learn as you go, and always bet on yourself.
If Shire’s story hit home for you and you’re curious to hear more about her journey, you can catch the full episode on Never Been Promoted. It’s packed with insights that go beyond the typical marketing advice and dive into what it truly takes to build something from scratch: Google Ads vs. Facebook Ads: Which is Better for Your Business? | Shire Lyon
CONNECT WITH SHIRE LYON:
LinkedIn: https://www.linkedin.com/in/shirelyon/
Website: https://shirelyon.com/