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Creator. Coach. Mama. Soul-Aligned Strategist.

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I help visionaries, founders, and leaders choose soul over selling—and lead with purpose, clarity, and courage.

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For over 16 years, I worked in the nonprofit and social good space raising millions for purpose driven missions—But what mattered more than the numbers was the way we got there.

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I’ve always been the one to step into the unknown, to build the blueprint where none existed, and to find creative, soulful ways to make bold visions real. Whether I was leading fundraising, navigating internal culture shifts, or launching new initiatives, I learned how to hold both the heart and the strategy.

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But it wasn’t always easy. I know what it feels like to be caught in the pressure to perform—to choose what’s expected over what’s true. And I also know the liberation that comes from coming back home to your vision, your values, and your voice.

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That’s why I created Choosing Soul Over Selling—a movement and methodology for those who want to grow, build, and lead from a place of deep alignment.

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Now, as a Certified Executive Coach, Personal Development Guide, and Innovation Strategist, I support leaders and teams to:

  • Clarify their purpose

  • Create from authenticity

  • Invite support without selling out

  • And grow their impact without losing themselves in the process

 

Oh—and I’m also a proud mom. Which means I understand what it takes to build something beautiful while holding space for life, love, and legacy.

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Welcome to this space. There’s a seat at the table for you here.

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What People Say 

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I’ve worked with many social impact professionals over the years and wholeheartedly Nicole Shaia is was one of the best. Nicole consistently gives 100% of herself to her work and is the catalyst in ensuring the completion of projects throughly and on time. Her diverse experience and dedication to solving complex problems through the lens of design and innovation is invaluable. Her ability to analyze the needs of an org (or social problem) and create solutions enables her to be a well-rounded member to a team or consulting partner. Additionally, her expertise in business development and fundraising speaks for itself in her successful career in her nonprofit roles. Nicole is the piece of the puzzle that can not be missed on a team.
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-Dr. Tina Atherall, Nonprofit Executive 
 

Where We're Featured

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Who We've Worked With

ACTION AGAINST HUNGER 

Mission: Fighting chronic hunger and helping children grow up strong in 50 countries

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