September 6th, 2018 - Personal Brand

Telling Tales

How life as a spin doctor brought me to Blackcoffee 

I started my career the way I lived my life, in the background. Trained as a reporter, I told other people’s stories. Then making the leap to government, my story telling powers helped politicians look good.

I often say that I now use my powers for good, shaping brands and protecting reputations – for entrepreneurs, not politicians. 

Yet I’ve stayed in the background. For the last 15 years of running my business, my website hasn’t been home to my photo or my story … there’s a trace of me in an original blog post here, but that’s it. 

I’m not alone. 

Writing your own bio is likely the most universally disliked task of every business person. Yet, the ABOUT page is arguably the most important page of any website. We decide who we want to hire based on our intuition, trust and interest. So we inevitably click that ABOUT button to get a glimpse behind the curtain. 

Well I’m finally taking my own advice and unveiling a brand new Blackcoffee website with an ABOUT page. And yes my photo is even there. 

Running an agency, I’ve the luxury of knowing writers from around the world. People at the top of their game. So I finally gave up trying to write my own bio and called in the experts. It was still an angst-filled experience, and I had to sit with their words for sometime … before I wrangled them to shape me better and found peace with what to tell the world about myself. 

Are you ready to tell the world about you? Let’s connect. Book a call or send me an email.

And without further adieu, pop over to Blackcoffee’s brand new ABOUT page or if you prefer, read the new bio below. PS. Check out the new Services section while you’re there!

Visit the NEW Blackcoffee

About Blackcoffee Studio

So much more than your logo, brand is the thread count of your company’s red carpet. It’s how it feels to your clients when they walk it. 

It’s the luxury of your offerings and intelligence of your pricing. The beauty of your website and ease of its navigation. It’s every campaign you roll out and every customer you help. Every crisis you handle gracefully and every one you avoid to begin with.

Blackcoffee founder Shannon Larkins knows that to become a luxurious, iconic brand, you must prepare yourself to take center stage.

Shannon Larkins

Brand strategist. Creative director. Black coffee drinker. Mogul maker.

A reporter in her early career, Shannon was trained to connect to audiences through story telling. A transition into politics, created a deeper connection to words through key messaging, spin doctoring, and speech writing. 

Inciting emotion became an expertise. Shannon not only wrote what people would say she choreographed how they would say it. 

In charge of reputation management and crisis aversion, Shannon strategized top-level political campaigns.

It was an era of late nights, high stakes, competing egos, raised voices, and coffee runs, but despite the tension, she always kept a steady pulse, and was renowned for being the calm within political dramas. 

It was only a matter of time before the business world discovered her gifts – one request to manage a crisis became a request to manage a reputation became a request to manage an entire brand from web design to client experience.

Just like political strategies, Shannon taught clients that business strategy must be about controlling the narrative. It’s about telling a story… and it’s about getting that story to step up and step off the page. 

It involves precise choreography, flattering lighting, poignant design, and a compelling script. 

Shannon Larkins leads this process flawlessly leaning on her years of experience and intuitive sense of premium clients.

When the lights dim and the curtains go up, she makes sure your performance is powerful. Your set design is breathtaking. Your audience is in their seats…unaware of what all happens backstage, but very much in love with what you’ve created for them.

With gratitude,

Shannon Larkins

Shannon Larkins

Founder, Blackcoffee Studio

Over the course of 15+ years, Shannon has grown Blackcoffee Studio out of a love for building brands and reputations. She serves up Blackcoffee as a morning ritual while caffeinating clients and readers on the regular. You can find her at


Blackcoffee Studio

Blackcoffee is a premium brand development agency, offering luxury brand experience to clients at home in Calgary, Canada and around the globe. Brands create experience, set you apart from the competition and drive growth. Anyone can bulid a business but only the exceptional can create a brand. Are you ready?

Shannon Larkins

Shannon Larkins

Hi I’m Shannon, founder of Blackcoffee Studio. A former reporter, spin doctor and politico, I now focus on using my powers for good.

I create mighty brands for clients and share their stories with the world. I’m also rather addicted to my nutty family, dogs with pushed in faces, Mexico and of course coffee … black.