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We recently caught up with Shetland-based entrepreneur Genevieve White, founder of Campion Comms & Coaching. With a background in teaching and educational writing, she now helps tourism professionals grow their businesses through copywriting, coaching, and a passion for human-first storytelling
1. How and why did you start in business?
After years of teaching and a decade as a freelance educational writer, I hit one of those “What now?” moments, probably brought on by an international pandemic and a new baby. I turned to Ikigai, the Japanese idea that helps you figure out where your passions, skills, and the world’s needs all meet.
Once I joined the dots, things got clearer: I wanted to combine my love of helping people reach their goals (that’s the teacher in me) with my passion for writing, storytelling and travelling. I retrained as a copywriter, and Campion Comms & Coaching was born
2. How did you get to where you are today?
I’ve poured time, energy, and money into growing my skills and business, from copywriting training to business development and coaching qualifications. Networking has played a huge role. The Federation of Small Businesses (FSB) regular events gave me a space to meet likeminded people, and I’ve had amazing support from Business Gateway too.
I've also been lucky to meet people who were willing to take a chance on me. So, it’s been a mix of learning, showing up, and saying yes to opportunities, even the scary ones.
3. Who helped you?
Business Gateway supported me through my first business plan (still one of the trickiest things I’ve ever had to write!).
That plan helped me secure funding from Shetland Islands Council, which meant I could invest in brand photography and a website. And let’s not forget my various mentors, plus the people who took a chance on me, whether by letting me loose on their words or inviting me to speak at their sessions!
4. What's the best piece of advice you've ever had?
My business mentor once told me: don’t underestimate your skills. It’s something I think we all do. Because what comes naturally to us doesn’t feel like a big deal, we assume it must not be.
For me, that’s presenting, writing, and storytelling. Doubling down on what I’m good at has made all the difference.
5. What is your biggest mistake?
Starting two businesses at once. I got swept up in an idea for a wellbeing writing business, spent money on a website (despite gentle warnings from my coach), and promptly ran out of time to do anything with it. A split focus, a costly distraction but a solid lesson in picking a lane.
6. What is your greatest achievement?
I’m proud of the book I wrote in my first year of business. Boldly Go is a how-to guide to writing your own travel and tourism copy. Let’s face it, not everyone can afford to hire a copywriter, especially early on. For less than the price of a fish supper, people can pick up something that might make a real difference to their business.
7. How are you managing the rising cost of doing business?
It’s tricky. I’m lucky in that I don’t have huge overheads, but expenses still stack up: subscriptions, training, travel. And my clients are feeling the pinch too.
I’ve responded by creating more flexible price points and writing my book as a gentle entry point, a way for people to get to know me and my approach before committing to bigger offers.
8. What do you still hope to achieve?
I’ve got big plans. More books. Evergreen video training for tourism professionals. A coaching offer that scales without losing its personal touch. I want to keep helping people tell better stories and flying the flag for thoughtful, human-first marketing in travel and tourism.
9. How could the Government or Council support your ambitions?
I’d love to see more government and council support to help us navigate the rise of AI. It’s changing how we work, and we need guidance, funding, and encouragement to adapt, without losing the magic of human creativity.
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If you’re an FSB Member with a story to tell and would like to be involved in our FSB Scotland: Member Spotlight, please get in touch with the team at scotland.policy@fsb.org.uk.
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