We recently connected with Shannon Laine Smock and have shared our conversation below.
Hi Shannon Laine, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?
Before my breakthrough, I believed purpose was something you just knew. And for a while, I thought I did. I loved leading the children’s health museum I built. I was also teaching graduate-level nonprofit courses at WashU and actively auditioning and acting in St. Louis. From the outside, I was doing meaningful work. But inside? I was exhausted. Burned out. And increasingly unsure that I was still the right person to grow the organization I had once poured everything into.
My best friend saw it before I did and said, “Let’s take a girls’ trip.” So we booked a flight to Aruba. I thought it was going to be all massages, sunshine, and no schedule. And it was, but it also became one of the most transformational experiences of my life.
Somewhere between journaling and long walks down the beach, we started asking real questions: What’s working in my life? What’s not? Where do I feel pulled, and what am I ignoring? That trip unexpectedly turned into the beginning of something we both needed.
It wasn’t until after the trip that we realized what we had created—our own version of a Strategic Life Plan. We had naturally done the work: deep self-reflection, identifying what mattered most, setting goals, and creating an action plan to achieve them. As someone who had led countless strategic planning sessions for organizations, it hit me: Why don’t we bring this same level of intention to our personal lives? That insight sparked something big.
Months later, the pandemic hit. Leading a hands-on children’s museum while living with an autoimmune disease forced my hand. In order for the museum to meet its budget, staff had to be laid off, and it made the most sense for one of them to be me. So I stepped away. At first, I panicked and defaulted to survival mode. I started applying for other jobs, trying to quickly “fix” the uncertainty and the loss of purpose I felt. But my husband reminded me: You don’t need to rush. He gave me the space to figure out what purpose truly meant to me.
So I returned to the plan I’d made in Aruba. I created a workbook to help others walk through the same process. Then I completed it again myself, this time with fresh eyes and a deeper trust in the process. It changed everything. I discovered that my purpose is to help others shine, personally and professionally.
Today, I share that same process through Emerge Brighter, the company I founded to help others rediscover their spark. Whether I’m speaking to a room full of creatives, nonprofit leaders, or women at a crossroads, I guide people through building their own Strategic Life Plan. This process helps individuals reclaim direction, define success on their own terms, and reconnect with what truly makes them shine.
That same clarity now fuels how I lead and where I’m heading. Emerge Brighter helped others rediscover their spark, but it also helped me rediscover mine. It reminded me that my purpose isn’t just to help people find clarity in their own lives, it’s to support storytellers, build creative infrastructure, and champion the future of our industry.
That purpose drives my work as VP of Cinema St. Louis and as a board member for SAG-AFTRA. I bring 20 years of nonprofit leadership, statewide relationships, and cross-sector experience to the table along with a deep belief that our region’s talent deserves more. I’m committed to re-engaging members, strengthening collaboration, and developing a strategic roadmap created by and for those working in the Missouri Valley region.
Finding my purpose lit the spark in me that burnout had nearly extinguished. That same spark now fuels my mission: to build an industry where stories are valued, voices are heard, and creators lead with confidence and shine their brightest.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m an actress, nonprofit leader, and community strategist with a deep commitment to elevating the film and television industry right here in the Missouri Valley.
As an actress, I’ve worked in film, commercials, and educational media. I’m passionate about storytelling, especially when it reflects the complexity, creativity, and heart of the Midwest. I know firsthand how much talent exists in our region, and I’m committed to helping build the infrastructure and opportunities that allow it to thrive.
Beyond the screen, I serve as Vice President of Cinema St. Louis, where I help steward our city’s vibrant film festivals and advocate for access, inclusion, and connection in the local film community. I also serve on the SAG-AFTRA Missouri Valley board, where I’m focused on re-engaging members, protecting performers’ rights, and creating a strategic roadmap for regional industry growth. I believe we need bold, collaborative leadership to ensure that artists across Missouri, Kansas, Nebraska, and Iowa are not only supported and connected, but celebrated.
What excites me most right now is the momentum building in Missouri’s creative scene. With the return of the state film tax incentive, we’re seeing new energy and investment across the region. I’m actively working with union members, legislators, casting professionals, and production teams to ensure that this moment turns into meaningful, lasting change.
Whether I’m acting, leading a board meeting, mentoring emerging talent, or building cross-sector partnerships, my mission is clear: to help shape an entertainment industry that reflects the full potential of our region and the people who call it home.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, three qualities that have been most impactful in my journey are adaptability, strategic thinking, and relationship building.
Adaptability has been essential, especially working in both the nonprofit and entertainment industries, where things change quickly and unpredictably. I’ve had to learn how to pivot with grace, more than a few times, and especially when plans fall apart or roles evolve. The key is to stay rooted in your values, but flexible in your approach. For anyone early in their journey, I’d say: embrace change as part of the process. You don’t need to have it all figured out. You just need to stay open and curious.
Strategic thinking has shaped every step of my career. Whether I was leading a nonprofit, teaching at the graduate level, or developing a career in acting, I’ve always relied on the ability to see the big picture and map out a clear path forward. If you want to grow in this area, start by asking yourself not just what you want to do, but why. Then, break that vision into actionable steps. It’s a skill you can develop, and one that becomes a superpower when paired with creativity.
And finally, relationship building. Nothing in my career has mattered more than the people I’ve worked alongside. From boardrooms to film sets, everything meaningful has happened through collaboration and connection. To build strong relationships, show up with authenticity, listen well, and give more than you take. Your network isn’t just a list of contacts, it’s your creative and professional community.
No matter where you’re starting, know that your path doesn’t have to be linear to be meaningful. Keep learning, stay grounded in your purpose, and surround yourself with people who believe in your growth. You’ll be surprised what opens up when you do.
Okay, so before we go we always love to ask if you are looking for folks to partner or collaborate with?
Yes, absolutely! I’m always looking to partner with actors, producers, independent filmmakers, and creative leaders who are passionate about building a stronger, more connected entertainment industry across the Midwest. I’m especially excited to collaborate with those who value storytelling, equity, and community, and who believe in the power of regional voices.
I’m also eager to work with leaders across sectors, from education and government to nonprofits and business, who see the value in supporting the arts and growing our local creative economy. There’s so much untapped potential in our region, and it will take all of us working together to fully realize it.
If you’re reading this and feel aligned, I’d love to hear from you. You can connect with me via Instagram @shannoninstlouis, on LinkedIn, or through my https://linktr.ee/shannonlaine. Let’s start a conversation and see how we can collaborate to help this industry, and the people in it, thrive.
Contact Info:
- Website: https://linktr.ee/shannonlaine
- Instagram: https://www.instagram.com/shannoninstlouis/
- Linkedin: https://www.linkedin.com/in/shannonsmock/
- Other: For more information about Emerge Brighter and Strategic Life Planning you can visit EmergeBrighter.com
Image Credits
Elizabeth Wiseman, Bree Maniscalco,
so if you or someone you know deserves recognition please let us know here.
