“I’m connected to heart-led entrepreneurs who want to ask interesting questions, care about people and want to make the world a better place for everyone.”
Brand Story Strategist Amey began her business, Heart Content in 2014 after realising she wasn’t getting what she needed to feel fulfilled in her last “real” job. What started as a search for something more meaningful became a business that, as Amey describes it, happened “accidentally on purpose.”
An incrementalist by nature (both a dreamer and a doer), Amey knew she needed more space for creative thinking and strategy. Rather than sending out CVs, she leaned into what she already knew worked, which was networking, understanding people, and staying ahead of what was changing in content and marketing.
One client led to another, and then another. Amey said “The universe was telling me something. So, I listened.” Almost 12 years later, Heart Content has evolved into a practice grounded in Brand Story Strategy, still full of heart, and still focused on helping businesses connect meaningfully with their audiences.
At Heart Content, Amey shows business owners how to increase their impact, streamline their marketing, amplify their message, and attract their tribe by harnessing the power of brand story. She does this through her online Brand Story Strategy Workshop, 1:1 brand story consulting, and content creation services.
What Amey enjoys most about running her own business is the impact she has on her clients — especially seeing them take their brand out into the world with confidence and clarity.
“Being a member of the HerBusiness Network is still one of the best investments I make in myself and my business (even 11 years later!). It stops me from feeling alone. And it helps me get out of my own way by encouraging me to take action.”
As a long-time member of the HerBusiness Network (11 years and counting), Amey has built strong connections within the Network and continues to actively engage in ways that support her business growth. She has been part of a HerBusiness Growth Group (these are peer-to-peer accountability groups our members love) for over five years, attended our REACH Retreat in Hawaii, and contributed as a guest to our masterclasses, podcasts and events.
Amey describes HerBusiness as a place where she can make plans, create strategies and keep learning alongside other business owners.
Who’s your favourite entrepreneur and why?
This is a great question. Because who I consider to be my favourite entrepreneur has changed a LOT over time.
I used to answer this question with Richard Branson. But now my favourite entrepreneurs are the ones making an impact that’s more emotionally connected. This includes people everyone knows like Seth Godin and Steven Barlett, but also people like Dorie Clark, Emma McQueen and of course Suzi Dafnis.
I’m connected to heart-led entrepreneurs who want to ask interesting questions, care about people and want to make the world a better place for everyone.
Why did you start your business and what gave you the idea?
I started Heart Content in 2014 when I realised that I wasn’t getting what I needed to be fulfilled in my (last “real”) job.
And it was a business that happened accidentally on purpose.
I’m an incrementalist (if you’re not familiar with this, I highly recommend the book Making Ideas Happen by Scott Belsky) – which means I’m both a dreamer and a doer, and I wasn’t getting to do nearly enough dreaming. There was far too much doing and not enough creative and strategy.
I left that job simply thinking I would find another job. But I’ve run a business once before, and instead of just sending in CVs, I went back to networking – something I was comfortable with, and knew how to do well.
I also knew the things that were happening in content and marketing. That things were changing, and I was in a place to show people how to do content.
Instead of finding a job, I found a client.
And then another client.
And then another client.
The universe was telling me something.
So, I listened. (I followed my heart…)
And almost 12 years later, here I am.
My business has evolved (my main practice now is Brand Story Strategy), but it’s still full of heart. And there’s still plenty of content that needs to be created!
What do you enjoy most about running your own business?
Having a significant impact on my clients and their businesses by showing them how to harness the power of their brand story.
Nothing beats seeing them take their brand out there with confidence and clarity.
What three pieces of advice do you wish you’d been given when you started?
- Find a community of like-minded people as quickly as possible. Your family won’t get it, most of your friends won’t get it. You need to surround yourself with people who understand the challenge of being in small business and who can cheer you on through all of it.
- Not all feedback is equal. Take what you need and leave the rest.
- No is a complete sentence.
What advice would YOU give someone thinking about starting a business?
Being in business is not the easy choice. It’s hard. And you have to really want it to be able to make it work.
But if you are up to the challenge, enjoy problem solving, are committed to continuous learning and want to make a change in the world, then you will love it. Even when it’s hard.
What skills and knowledge areas would you recommend those starting out in business get acquainted with quickly?
- Know your customer. Really, really know them. Don’t guess. Do the work and actually get to know them.
- Get comfortable with sales. You can learn to do it your way.
- Create a strategy. Write it down. Otherwise you’re just throwing things at the wall and hoping they stick.
What does your IDEAL business look like? Even if you’re not there yet, what would it look like if your business was ideal?
- I am working towards a $1 million microbusiness.
- I don’t want lots of employees. I just want to be known for what I’m good at and have a team support me to deliver that.
- I want flexibility, fun and financial freedom.
What problem does being a Member of the HerBusiness Network solve for you and your business? And, how?
Being a member of the HerBusiness Network is still one of the best investments I make in myself and my business (even 11 years later!). It stops me from feeling alone. And it helps me get out of my own way by encouraging me to take action. I get connection, advice and support from an amazing group of women who know what I’m going through. I have a place where I can make plans, create strategies and learn new things that help my business grow.
Learn more about Amey and Heart Content
Check out this podcast episode with Amey Lee of Heart Content – Authentic Intelligence: How to Stand Out in an A.I.-Driven World with Amey Lee
