One question project: Amal Shakeb

While writing your book, Simply Content, what personal truth or realisation surprised you most about the way people consume or create stories today?

Writing SIMPLY Content stemmed from a personal frustration of seeing how we are drowning ourselves in meaningless content - both as creators and consumers, yet starving for real connection. 

I realised that ‘authentic storytelling’ has become more of a buzzword, but the longing behind it is real. People want stories that they can connect with. And it was proven from my personal experience - the more authentically I showed up, the better response I received.

That’s when I knew what I had to do: practice what I preach by being authentic. 

So I started writing simply, honestly, and without pretending to be anything I’m not. No jargon. No complicated frameworks for the sake of looking like an “expert.” Just years of lessons, mistakes, experiments, and patterns I’ve seen play out in real teams. 

I want to leave my readers with one message: Authenticity starts with self-awareness. 

Who are you? What do you bring into a room? What’s the imprint you leave? 

When you understand that, your content stops trying to impress and starts trying to connect. And that connection is what people remember.

The irony is that while writing the book, I kept falling into the same trap I warn others about: the urge to ‘be perfect’. Every time I thought I was close to publishing, I started revising and editing.

Eventually, I had to take my own advice — to do it SIMPLY. I fought my imposter syndrome. I learned self-discipline and trusted my instincts.

SIMPLY Content isn’t a memoir, but it is a reflection of my lived experience and values. 

It’s my way of giving back what I’ve learned because I believe in the power of sharing knowledge and community building. 

This is where I have found my purpose, and am taking it forward by helping purpose-driven entrepreneurs and SMBs build an authentic narrative and share it with the world in a simple way. 

Assuring them that you don’t need endless resources to create meaningful content. You just need clarity, authenticity, and the courage to keep it simple.

SIMPLY Content is available now globally on Amazon

If you would like to discuss your content challenges with Amal get in touch with her via LinkedIn.

About Amal:

Hi, I am Amal.

My journey began as a journalist in Pakistan back in 2007, where I combined my love for writing and storytelling to give people a voice.

Later, moving to the Netherlands, that same passion for communication led me into the world of marketing, where I’ve had the privilege of working with global brands across industries, creating content strategies and processes, managing teams and agencies, and experimenting with tools and AI.

I realised that I am less about numbers and more about impact. So, in 2024, I set out on a journey of reinventing myself, and came out with a book - SIMPLY Content.

I now help purpose-driven entrepreneurs and organisations build an authentic narrative and communication strategy to get their message across to their audience in a simple and effective way. 

If you want to be part of this project or know someone who would, please go here.