Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Kirsten Back, founder of The Word Distiller, located in Auckland, New Zealand.

What's your business, and who are your customers?

I am a copywriter and brand messaging strategist, and I founded "The Word Distiller" with the intention of giving small businesses a voice and websites that spread their powerful messages but also empower them with a deep understanding of their unique capabilities and unlimited potential.

I help my clients to find clarity and inspiration that lets them share their messages consistently, strategically, and confidently. I enable my clients to create authentic brands that let them consistently generate compelling content, topics, and messages that fire up their marketing and move them toward their goals.

The services that I offer (content, copywriting, and coaching services, as well as a monthly content and copywriting membership) are all driven by a deep understanding and focus on my client's uniqueness and strategic knowledge that evolves with them.

My clients are small business owners (coaches, consultants, service-based experts & budding writers) who want to get clear on their messaging so that they can sell with more confidence and ease.

Tell us about yourself

Words have always defined my life. In fact, words power my life, and I use the power of words to create clarity and help others become visible, valued, and trusted so that they can create meaningful lives that let them fulfill their purpose.

I summarise my purpose in three words that keep me grounded:

  • Listen
  • Enlighten
  • Empower

That's what I aim to do every day.

Discovering copywriting was like finding the holy grail. I discovered it quite by coincidence, and when I learned what copywriting was, I knew that it was the perfect marriage of my language skills (and qualifications), my passion for words, my business experience, my MBA, and my personality. It allowed me to build my own business based on what I love. Like usual, I went all in, completed a copywriting qualification, and started my own business. In the process, I made many mistakes but learned from them all.

I suppose that I am still making lots of mistakes, but I always see them as learning opportunities. I wanted to do something that I absolutely love so that I could pour everything into helping others do what they love best. Over the years, I have gained lots of insights, and my business has changed so that now I have three focus areas:

  1. Content & copywriting (preferably website copy).
  2. A brand messaging foundations coaching programme.
  3. A content and copywriting membership (for small business owners who want to master writing their own mind-bogglingly great content and copy).

In short, the desire to empower others gets me out of bed in the morning.

What's your biggest accomplishment as a business owner?

Seeing others succeed. But also building and growing my business to a stage where people want to work with me because of the value and quality that I deliver to them.

What's one of the hardest things that comes with being a business owner?

Being resilient and moving forward despite failures and obstacles. When you own a business, no one has your back, and you need to stand up for yourself. Your business only works as well as you are able to market it and deliver results. That's a lot of pressure! Also, having to do it all on your own (at least in the beginning).

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Work with a coach.
  2. Consistently dedicate time to personal development.
  3. Network, network, network, and share value.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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