Good Content with Shannon McKinstrie

Episode: Trusting Yourself as a Business Owner During Challenging Times
Date: February 3, 2026
Host: Shannon McKinstrie

Overview

In this heartfelt episode, Shannon McKinstrie dives into the realities of showing up for your business during difficult personal and societal times. She explores how to navigate the pressures of online presence, maintaining authenticity, and responding (or choosing not to respond) to world events as a business owner—especially when emotionally overwhelmed. The episode empowers listeners to trust their instincts, set boundaries, and approach social media with transparency and humanity.

Key Discussion Points & Insights

1. Starting Messy and Staying Real

Timestamps: 00:10 – 03:00

• Shannon opens up about the behind-the-scenes chaos: snow days, sick children, and the unglamorous realities of recording at home.
• She emphasizes launching business ideas imperfectly, focusing on “getting it out into the world” over perfect polish.
  • “I start everything in my business really messy. ... I'll make it shiny and cute later.” (01:22)

2. Heavy Times & Business Responsibilities

Timestamps: 03:10 – 07:00

• Addresses the collective exhaustion: “everything going on in the world is quite heavy… and on top of that, I’m sure many of you listening are dealing with battles.”
• Draws parallels between her current overwhelm and her early career at CNN, witnessing traumatic events non-stop.
  • “You're literally... doom scrolling for 10 hours straight... all you're doing is taking in footage across the world.” (05:15)
• Reminds listeners: “The world’s been on fire forever, right? This is nothing new.” (07:00)

3. Trusting Your Voice in Uncertain Times

Timestamps: 07:00 – 21:00

• Explores pressure around posting (or not posting) during major world events.
• Shares her own decisions: delaying a course launch in 2020 during the George Floyd protests.
  • “It did not feel right to me personally, to go on with my course, the way I planned on launching.” (08:30)
• Urges listeners to listen to their “gut” and trust their inner voice.
  • “What is your body telling you to do? ...Start trusting your voice, okay? That’s a big part of succeeding on social media.” (09:53)
• Discusses the conflicting online expectations:
  • Say too much? “Stick to business, don’t talk politics.”
  • Say nothing? “Oh, she must not care.”
  • “Whether you say something or you don’t, you’re gonna piss people off. So it’s up to you to decide where you want to go.” (13:44)
• Acknowledges feeling “at capacity” and the emotional toll of online pressure.
  • “I am here to help good, servant-led people get their message out. If I feel the need to repost... I will.” (15:25)
• Notes the privilege involved: “Some people don’t even have the luxury of being quiet.” (17:51)

4. Self-care and Setting Boundaries

Timestamps: 18:00 – 23:00

• Shannon openly discusses protecting her nervous system amidst online trauma and uproar.
  • “My nervous system can’t do it. I have to show up for this business… and my family. Therefore, I’m telling you, no matter what I do… there’s still people who are pissed off.” (19:21)
• Emphasizes the cycle of emotional exhaustion:
  • “It’s impossible to not be impacted by what’s happening... but trust your gut.”
• Gives practical permission: “You are allowed to protect your heart or… be so vocal and so loud. You do you.” (21:00)

5. Social Media & the Need for Belonging

Timestamps: 24:00 – 31:00

• Discusses the evolution of social media: audience desire for authenticity, less produced content, and true transparency.
  • “We want content that feels human. Like I’m with a friend.” (27:10)
• The importance of belonging:
  • “Big one is, we want to feel like we belong. That’s why people want to know... where everyone stands on everything.” (28:30)
• Offers a quick win: share more behind-the-scenes, lived experience, day-to-day processes, and who you are.
• Observes the new reality of content: “This is the year of transparency. This is the year of belonging.” (30:10)

6. Final Thoughts & Encouragement

Timestamps: 30:30 – End

• Reiterates: “Take care of yourself and take care of your people and do what you feel in your gut is right.” (31:37)
• Affirms the reality for business owners: “People are watching our every move... this is not easy.”
• Encourages humanizing social media and honoring both self-care and honesty.

Notable Quotes & Memorable Moments

• “We still have to show up for our businesses. This is a great time to actually record this, because what I want to talk about is showing up for our businesses, when everything feels like it’s on fire.” (03:10)
• “Right now, we all are the equivalent of Shannon circa 2004, sitting in a feeds department watching doom and gloom all day long.” (06:32)
• “If you feel called to speak, use your voice. If you don’t, and you’re at capacity because of trauma...then that is okay, too.” (16:40)
• “We’ve got to start treating social media human again, because it is humans behind these screens after all.” (30:46)
• “Instead of going, ‘what do I do, Shannon, what do I do?’ Trust yourself.” (23:20)

Episode Timeline

• 00:00 – 03:00: Episode intro & the messiness of starting and sustaining a business.
• 03:10 – 07:00: Navigating business responsibilities during personal overwhelm and times of societal crisis.
• 07:00 – 21:00: When, how, and whether to comment on world events; trusting your inner voice amid public scrutiny.
• 21:00 – 24:00: Taking care of your emotional health and honoring your own boundaries.
• 24:00 – 31:00: Social media trends: transparency, authenticity, and belonging.
• 31:00 – End: Final affirmations; practical advice to close.

Takeaways

• No one has all the answers about what to do or say in moments of crisis—your intuition and capacity matter.
• It’s a sign of strength, not weakness, to set boundaries around what and how you share online, especially in challenging times.
• Audiences crave authentic, human content—share the messy, real moments alongside the polished ones.
• Building belonging and trust with your audience doesn’t always require taking hardline public stances.
• Most importantly: Take care of yourself, trust your gut, and lead with humanity in your business and online presence.

“I hope something I said helps, but I just want you to just... trust yourself. And if you really just—trust me, if you need to go off social... just take care of yourself.” (30:10, Shannon)