About ShiftNova

Hi! I’m Joan Gaffney. I help independent professionals create an experience in business that works for them.

I spent most of my career wearing a marketing hat. But underneath that, I was usually the person connecting the wires and tightening the connections that turned a complicated set of capabilities into something people actually wanted.

Because marketing can’t fix a weak offer.

The funny part is that I could see this for everyone except myself.

For years, I was the friend people talked to about what they could do with what they knew. I could hear someone describe their experience and immediately start seeing possibilities for how they could turn it into a business, even if they had no intention of starting one.

Meanwhile, I was desperate to figure out what I could do as a business. I genuinely thought I needed to learn something new. Some skill I could package up and offer.

It took me an embarrassingly long time to see what was sitting right in front of me: I’d always been good at looking at a pile of seemingly disconnected pieces and seeing what they could become.

That’s also where the name ShiftNova came from.

I’ve always believed that when you change the angle you’re looking from, even slightly, you can suddenly see something that wasn’t visible before. The pieces haven’t changed. Your view of them has.

And very often, that’s where the opportunity is.