hi! I’m Cyndi Zaweski
I’m Here To Free You From Marketing “Shoulds.”
My mom’s views on work made me a quitter. I can’t thank her enough.
Her philosophy: “People spend most of their life at work. You have to love it.”
The last part stuck with me.
Journalism was my first love. During my 14 year publishing career, I held just about every position in media — from morning news producer at NBC to executive magazine editor.
It taught me how to tell stories that instantly resonate.
Helping others share their story is always satisfying. Corporate life is not.
In 2020, I got off the prescribed path to success, craving freedom pursuing meaningful work.
I bet that’s what you're after, too.
It’s ironic the first piece of advice we get as founders is to limit ourselves to a niche.
If there’s one thing you should know about me it’s that I don’t settle for status quo.
You shouldn’t either.
Your story is so much more impactful— and profitable — than the “pick a niche” approach.
Around here we quit listening to Instagrammable business advice designed to box us in.
We blaze our own way, lighting the path for others by finding what works for us, using our story as the throughline to connect our expertise, passions, and calling to be of service.
I’m here to be your sounding board, content strategist, brand story writer, and storytelling coach.
Armed with a Digital Marketing Certification from Columbia University, you’ve found a multi-discipline digital communications partner who marries the art of storytelling and strategy of content marketing so you can be known for your big ideas and big heart.
Scroll for My full story ↓
SOUNDING BOARD
CONTENT STRATEGIST
BRAND STORY WRITER
STORYTELLING COACH
everything i do here is aimed at
living in my beliefs
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Storytelling isn’t just the stories you tell others, it’s the stories you tell yourself. I explore the intersection to give you frameworks to write from the heart.
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Your experience, perspective, and ideals for the future are what separate you from the rest. The law of authentic content states: Share what you do, learn, and love, and you'll attract the right people.
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Every founder with a chef’s kiss skill set and desire to help others can grow a community and a sustainable income through storytelling content.
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Your struggle is your ideal reader's inspiration story. Telling it well is what viral content is made of.
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Frameworks and advice are starting points— yes, even mine. I’ll give you the tools and tips from experience. Take what you need, leave the rest.
Winning Big. Breaking Down. Rebuilding My Way.
MORAL OF THE STORY:
Pursue What Lights You Up
Me and writing go back to the days of the Lisa Frank notebook craze.
Though I never quite knew how to monetize it as a passion, I kept following it.
First into journalism. I still get goosebumps thinking about an interview I did as a rookie reporter with a 7-year-old girl with terminal cystic fibrosis. She danced when she saw her story on the frontpage, and I cried when I saw the ripple effect of her story firsthand.
Her story rallied an outpouring of support, and made others with CF feel less alone.
That's the moment I knew I'd be helping people share their stories forever.
MORAL OF THE STORY:
Bet on yourself
My storytelling content marketing journey began unexpectedly.
I wasn’t exactly looking to quit my job as Executive Editor and Content Director for a luxury magazine in New York — but fate had other plans when the world fell apart in 2020.
Headlines, rightfully, turned to public safety over lifestyle pieces my stories centered on. I watched my work become irrelevant as the world systematically shut down. I wasn’t alone.
Magazine advertisers needed new direction, too.
They tapped me to turn my storytelling into a service that could help them stay connected with their customers through blogs, website copywriting, and social media posts during the pandemic-era separation. The results came fast.
I formalized my digital marketing experience with a certification from Columbia University, adding “marketer” to my professional skill set before officially founding boutique content marketing agency, Ascent StoryCraft, in September 2020. It was a multi-six-figure brand.
MORAL OF THE STORY:
Find What Works For You
Content is my thing. Business was not.
I couldn’t have anticipated the rapid growth of my first company —and me as its founder.
In three years, I went from underemployed journalist to sought-after storytelling marketer, growing a loyal online community of more than 80,000 people, making more money in a few months than I made in an entire year in corporate. What a blessing!
I loved the work but hated the agency model.
Great stories need great listeners, and that means I need to work directly with my clients.
It’s a hard pill to swallow when the business you built isn’t the business you love.
My entrepreneurial story didn’t end with Ascent. It’s just getting started with StoryCraft.
StoryCraft is a storytelling marketing strategy framework for founder-led brands who aren’t satisfied with niching down. Instead of cookie-cutter marketing tactics, we use their story as the throughline between what they love and who they serve. See the framework.
MORAL OF THE STORY:
One-Person Brands Are Meant To Evolve With You
In January 2024, my highest paying client ghosted me.
Their departure was the nail in the coffin for a dying way of doing business — and life as an entrepreneur. The agency model and content hamster wheel it required had been sucking the joy from my work for months. Life truth: Things get worse before they get better.
I disappeared for months, recovered, restructured and, for the first time, learned to rest.
The “burn it all down” phase was brutal, but it torched my fears of being visible and gave me strength to share my messy middle openly (though you can bet I was scared)!
I thought talking about my hardships would make me look weak, silly, and unprofessional.
Turns out, Brené Brown is world-renowned for a reason. Vulnerability is strength.
The content I shared during the personal brand pivot stage is the same content that attracted the most aligned (and highest paying) client I’ve ever had.
MORAL OF THE STORY:
There Is No Business Growth Without Personal Growth
StoryCraft isn’t just the stories you tell other people, it’s the stories you tell yourself.
Before I burnt it all down, I beat depression. It was a battle I won through reframing and reclaiming my narrative. Personal growth is the X factor for personal brand growth.
I would not have been able to create a business I love around a lifestyle I love without taking responsibility for my role in telling myself stories that kept me playing small.
You know the ones:
“I don’t really want that anyway.”
“I’m not as good as them.”
“I don’t have time.”
“I’m not enough.”
When I called BS on myself, I could make changes and tell stories about how I did it (or failed doing it) to help other founders dealing with the same mindset blocks.
I gained 10,000 Instagram followers in two months thanks to that storytelling content.
But sharing your story in service of others is more satisfying than any follower count.
It’s the kind of connection you can’t buy or manufacture.
One reason a pillar of StoryCraft is “turn your struggle into an inspirational story” is because your experiences are so much more impactful —and profitable— than hacks.
It’s brave, but it’s worth it. When you’re ready, I’m here to help share without oversharing.
Values That Guide StoryCraft Creation
Brevity
Expertise is often hidden behind extra words, long explanations, and irrelevant background info. It’s not our fault. We were taught in school that length = authority, but on the internet, it costs credibility. I’ll never waste your time by saying more than we need to.
AI-Free Copy
Robot copy adds to the noise. StoryCraft stands for the art of writing meaningful content with original perspectives that AI can’t replicate.
screen-free content
I’m a believer in getting inspired by what’s inspiring you — that’s why 85% of my content creation is screen-free. My most viral posts come from conversations with real people like you! The most interesting stories are inspired by everyday life and real world know-how.
craft:
The artful process of making with meaning. Where skill meets soul. Each creation is a testament to mastery, a tangible expression of the maker's unique vision and passion.
Didn’t This UseD To Be Ascent StoryCraft?
Yes! StoryCraft with Cyndi used to be Ascent StoryCraft (though now you’ll find me by my name, Cyndi Zaweski, on all platforms). Read the break down and rebuilding story above!