Client: MindKind Institute

Project: Website Development, Branding & Digital Strategy

The Challenge

Home Nguyen is a faculty member at Columbia University, conducting research and teaching MBA students on the subject of mindfulness as it relates to organizational development and leadership.

He and his partner Leng Lim have worked together as executive coaches for over a decade, advising senior leaders and leading group trainings for global companies like Amazon, Prudential, Google, GE, and UNICEF.  In recent years they also started offering weekend retreats and workshops for entrepreneurs and social innovators in the New York City area.

In early 2015, Home had a vision to integrate all of these different activities under a brand called the MindKind Institute, and to expand his impact in helping people to lead with greater mindfulness. He didn't have a website or a clear strategy for aligning all of his professional activities and passions into a unified business model. Meanwhile, his PhD research at Columbia was demanding much of his time and keeping him from building the foundation of this new organization.

Home partnered with Shane to develop a new website, establish an online presence, and clarify MindKind's foundational messaging, brand, and business model.


The Result

The focus for our initial engagement was creating MindKind Institute's first website ( – our intention was to use the development of the new website as an opportunity to define the essence of MindKind's mission, business model, and core services. I helped Home to clarify his target market, ideal client profile, and the core value propositions of each of his services. With that, I wrote the website copy and collaborated with a Squarespace developer to build the site.

Following the completion of the website, I established a basic online presence for MindKind so that anyone who heard about it and was searching online would be able to find the website and get in touch with Home. This included creating a Facebook business page, LinkedIn company page, and SEO for the website to rank on the first page in Google.

I also created a newsletter template and organized Home's contacts database to develop an email list that Home could use to promote his training events and retreats, and maintain a strong relationship with his clients and followers. Finally, I launched and coordinated a successful Indiegogo campaign to raise funds for the production of a series of high-quality training videos.

Now in 2016, as we continue to work together a year later, we have successfully launched a monthly online meditation series that leverages a cutting edge online learning platform, as well as an events section that makes it simple for people to sign up for in-person retreats and workshops hosted by MindKind and its partner organizations. 

"Shane has been one of the best strategic thought-partners that I've had the pleasure of working with. He brings an exceptional quality of professionalism, thoughtfulness, and care to our work together.

He helped to clarify our purpose and goals, and executed on building our website, including all the copywriting as well as finding the right developer and designer. I highly recommend Shane to other businesses that want to create an effective online presence."

- Home Nguyen, Founder/CEO