Shaina Anderson Chats with Ellen: All things scaling your expertise
Productise your solo consulting or fractional business
Welcome back to a new series Chats with Ellen. I’m sharing unedited conversations with peers in the online business, coaching and future of work space. Expect: trade secrets, advice we’re giving clients, and inspo to guide your business building.
Shaina Anderson Chats with Ellen
is the founder of Hello Generalist and Manual Override and is dedicated to supporting tech professionals transition into self-employment, and, land startup clients from the jump.
In 2022 Shaina left a job she loved to follow what she saw her smartest friends doing: building portfolio careers. She started freelancing, then turned that into a thriving practice as a Fractional COO and coach.
Today, she runs Hello Generalist, a thriving marketplace for independent consultants to scale their expertise and land incredible clients in leading startups.
“Coffee?” A few weeks ago Shaina slid into my LinkedIn DMs.
After a wide ranging IRL conversation in East London we decided it would be fun to continue the conversation over Zoom and record it for your benefit!
Hit play to hear us discuss:
Why fractional and portfolio careers are reshaping self-employment, and why generalists are thriving
How to turn one core skill set into multiple income streams
What it really takes to shift from freelancer-for-hire to founder with a vision
Bootstrapping vs. funding — what you actually need to launch and grow
Why positioning and storytelling matter more than your services — and how they help you scale without burning out
Enjoy!
To follow Shaina: Subscribe to her newsletter, learn more about Manual Override & follow her insights on Linkedin.
The Ellen Edit
I left this chat reminded how easy it is to fall into self-employment accidentally, without ever defining the business you actually want to build. That’s why I was so glad Shaina and I got into the weeds on structure, storytelling, and testing ideas that truly reflect your strengths.
I’ve pulled out some of insights that stuck with me…
From Shaina
I didn’t know if someone like me (a generalist) could find contract work. But it turns out I could. And did.
So many smart people start strong… then hit a cliff. That’s when they realise they need real structure
You can just try stuff. You don’t need a perfect story to start, the story catches up later
One or two strong skill sets can power a whole portfolio of self-reinforcing income stream
Amid a bunch of instability that can feel really scary, there’s actually incredible opportunity… especially if you bet on yourself.”
From Ellen
I didn’t have a plan, but I had skills and contacts, so I backed myself to start this business
Authority means building a body of work, not just taking gigs
I help people go from 'I freelance in other people’s businesses' to 'I’m building something of my own’
You can have a multi-offer business — as long as there’s a throughline
The most successful people don’t chase every business model or tactic they align to what suits their life. Personal alignment is the filter — not every opportunity deserves your energy.
You can’t just copy what works — you have to find where you’re best used
And, if you’re looking for more support in growing your Authority-led business?
Discover Exactly How to Package Your Ideas, Share Them Powerfully, and Become the Go-To in Your Space …
Check out my new six-part email course designed to teach you exactly that.
(It’s free!)
Thanks for reading as alway, and until next time!
Ellen Donnelly, Founder & Chief Coach, The Ask and host of Authority Club, where independent consultants and coaches become the go-to in their space
Get in touch to explore 1-1 coaching or joining Authority Club.
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How fun is this! Thanks for including me in your interview series, Ellen.