In this episode of Work in Progress, Nicole Engelmann chats with SEO and visibility expert Maddy Shine about the real challenges behind building a personal brand and running a business on your own terms. Maddy shares how she’s navigated fear, comparison, and shifting definitions of success, while also exploring what it really means to be a leader or expert today. They talk about the importance of community, prioritising mental health and happiness, and how Maddy manages ADHD through structure, process, and self-awareness. The conversation also dives into the limits of “authenticity” in marketing, and why a more honest, transparent approach is long overdue. It’s a grounded and empowering listen for anyone feeling like a work in progress.
Host & guest info:
Nicole Engelmann
Nicole is a London-based personal branding photographer and videographer, working with small business owners and creatives across the UK and beyond. She’s here for the camera-shy, the visibility-dodgers, and the “I’m not photogenic” crowd - turning nerves into magic with scroll-stopping visuals that feel so you. Whether it’s in the streets of London or on a retreat in Ibiza, she’s got your best angles (and your brand) covered.
Nicole's website: www.londonbrandingphotos.com
Follow Nicole on Instagram: www.instagram.com/londonbrandingphotos
Connect on LinkedIn: www.linkedin.com/in/nicole-engelmann
Sign up to her newsletter: www.londonbrandingphotos.com/newsletter
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Maddy Shine
Maddy Shine is an SEO and visibility expert who has spent over 13 years helping thousands of people take up space on the internet. Passionate about community and connection, she shares her expertise and experience to support women and LGBTQ+ business owners in getting found on Google. Beyond her online work, she also hosts local meetups for business owners in the pub, championing the power of working together.
Check out Maddy's work:
Websites:
Current Offer: https://www.sassyandsoft.co.uk/seo-for-small-business/
LinkedIn: https://www.linkedin.com/in/maddy-shine-b4989516/
Instagram:
https://instagram.com/maddy.shine
