“The best brand stories don’t just capture attention. They become part of your audience’s world. That’s the kind of storytelling I love to do.”
— Owner/Storyteller, Joan O'Connor
Joan O’Connor, Guest DJ on The Drive
I discovered my true calling at a startup pitch event, watching brilliant founders lose funding opportunities simply because they couldn’t tell their story clearly. It was heartbreaking.
Shortly after, a venture capitalist friend asked if I would consult on branding with his startups. I didn’t hesitate. I realized I could use everything I had learned to help people succeed through their stories. That’s how Spotlight Monkey was born.
But my path to brand storytelling started long before that
Learning the Craft
My career began in Hollywood, where I became an Emmy Award–winning producer producing and writing nonfiction programs that entertained, educated, and connected with viewers.
From launching A Baby Story, to helping grow Big Brother into a powerhouse franchise, to leading the seemingly impossible daily documentary series Starting Over, my work was always rooted in one thing: understanding what makes people engage and care.
One of my proudest moments wasn’t my own Emmy. It was watching the editors I closely supervised win theirs. It reminded me that great stories are built through collaboration, trust, and heart.
A Pivot
As reality television moved away from authenticity, I knew it was time for a change.
I returned to Chicago and became a partner at O’Connor Casting, where I deepened my understanding of how performance emotionally connects. Working with brands like Apple, Coca-Cola, and Disney reinforced something I had come to believe deeply: audiences respond to honesty, vulnerability, and genuine human connection.
The Spotlight Moment
That pitch event changed my career trajectory.
I realized my new calling was to empower business owners through story.
Spotlight Monkey became my platform for working one-on-one with founders and personal brands to create identities that feel honest, inspiring, and memorable.
Every project is grounded in curiosity, emotional intelligence, and deep respect for the courage it takes to build something remarkable.
Beyond Business
Outside of work, I’m happiest with family and friends, surrounded by animals and nature. We recently added a pup to the mix. Jax is a scruffy little love found eating bird seed on the side of the road. There was no doubt that we were going to keep him.
I’m passionate about reducing single-use plastics, writing short stories, creating YouTube videos, and sharing true stories on NPR’s The Moth.
I live by Margaret Fuller’s words:
“If you have knowledge, let others light their candle in it.”
That’s what Spotlight Monkey is about.
Helping you shine brighter by staying true to what makes you unforgettable.
