Deb St. John founded Shoshin Group in October of 2006 with the expressed purpose and vision of developing stronger leadership and performance in teams and individuals through a deep understanding of story, creativity in communication and leadership development principles.

Deb’s career background is in branding and marketing for over 25 years.  She has worked with Fortune 100 and 500 brands in a variety of industries including Healthcare, Building Materials, Industrial Supply and more.

A short sampling of companies she has worked with include:  Abbott Laboratories, Ameriprise Financial Advisors, Amgen Biopharmaceuticals, Andersen Windows, AT&T, Blue Cross and Blue Shield, Caterpillar, Children’s Hospital of Wisconsin, Citigroup, Grainger, KFC, Masco Companies, Owens Corning, and Rubbermaid.

Deb is highly regarded as a business catalyst in leadership, business development and strategic planning. Her proven ability to build & manage brands, develop lucrative business relationships, optimize customer operations and, most importantly, motivate individuals & teams paves the way for her success as an executive coach for managers and executive leaders.


  • Certified Coach through the Strozzi Institute for Leadership Studies
  • Appreciative Inquiry training with David Cooperider
  • Neuromarketing training with Sales Brain, Christophe Morin
  • Leadership coaching cohort through Georgetown University
  • Bachelors degree in Business Administration from University of Iowa
  • Creator of StoryShaping™ – an approach that helps individuals and companies create compelling, story-based vision and strategy for success