Rebecca Deans

I attribute my success to authenticity, consistency, and genuinely caring about people. I never started this business to create perfectly styled spaces for social media. I started it because I love helping people feel better in their homes and in their everyday lives. I think clients can feel that.

A huge part of my success has also come from building trust and relationships. I’m deeply hands-on in my business - every phone call, consultation, text, and email comes directly through me, and I’m present on every project alongside my team. Clients know they’re not being handed off to someone else, and I think that personal connection matters.

I also think my success comes from approaching organization differently. I focus on creating systems that are realistic, functional, and sustainable for how people actually live, not just what looks good online. My goal is always to create spaces that bring more ease, flow, and peace into someone’s life.

And honestly, a big part of it has been resilience. Being laid off during COVID could have felt like the end of something, but it ended up becoming the beginning of a career and purpose I never expected.

The best career advice I ever received came from my best friend, and it was simple: “Rejection is redirection.”

After being laid off during COVID from a career I had spent a decade in, I found myself at a complete turning point in life. It was unexpected, unsettling, and forced me into a season of figuring out what came next. During that time, my best friend kept reminding me that rejection doesn’t always mean failure - sometimes it’s simply redirecting you toward something more aligned.

That mindset became a huge part of how I built my business and how I approach challenges today. Just because a client says no to a proposal now doesn’t mean they won’t come back six months or a year later with a completely different perspective. Sometimes rejection redirects something within the business, sometimes within ourselves, and sometimes it redirects the client too.

Looking back, being laid off was actually the redirection that led me to starting SHIFT into Organized and building a career rooted in what I truly love.

I would tell young women entering this industry to stop thinking they have to have everything perfectly figured out before they begin. So many women hold themselves back waiting until they feel “ready,” when in reality, confidence is built through doing.

I’d also remind them that this industry is about so much more than making spaces look pretty. At its core, it’s about understanding people, creating systems that support real life, and helping clients feel lighter and more at peace in their homes. The emotional side of this work is just as important as the physical transformation.

Another big piece of advice is to trust your intuition and build a business that feels aligned with you - not just what’s trending on social media. You don’t have to organize like everyone else. For me, I focus on simplicity, functionality, and creating systems that normal families can actually maintain long-term.

And finally, protect your energy and know your worth early on. This industry can be physically, mentally, and emotionally demanding, and boundaries matter. The right clients will value your expertise, respect your process, and appreciate the transformation you bring into their lives.

One of the biggest challenges in the professional organizing industry right now is that people are more overwhelmed than ever. Between busy schedules, constant consumption, online shopping, life transitions, and the mental load so many families are carrying, clutter has become deeply tied to stress and emotional wellbeing. More clients are looking for help not just with their homes, but with creating a sense of peace and functionality in their lives.  

Another challenge is helping people move away from the idea that organization has to look “Pinterest-perfect” to be successful. Social media has created unrealistic expectations, and many people think organization means buying endless bins and labels instead of creating systems that are actually sustainable for everyday life. I think the industry is shifting toward more realistic, personalized solutions, which I love.  

There’s also a physical and emotional side of this work that people don’t always see. Organizing is incredibly hands-on, but it’s also deeply personal. Clients are often navigating grief, divorce, burnout, moving, parenthood, or major life changes while inviting you into vulnerable spaces of their homes and lives.  

At the same time, I think the opportunities in this field are bigger than ever. People are beginning to understand that organization is not a luxury - it directly impacts mental clarity, stress levels, daily routines, and overall wellbeing. There’s a growing awareness that functional spaces can truly change how people feel day-to-day.  

I also think there’s a huge opportunity for organizers who lead with authenticity and create systems tailored to real life instead of trends. Clients want spaces that feel warm, livable, and maintainable, not sterile or overly complicated. More than anything, people are craving homes that support ease, flow, and functionality - and I think that’s where this industry is headed.  

The values that are most important to me in both my work and personal life are authenticity, connection, intentionality, and compassion.

I believe in showing up as my real self and creating genuine relationships with the people around me - whether that’s clients, friends, family, or my team. I never want my business to feel transactional. At the heart of what I do is helping people feel seen, supported, and less overwhelmed in a space that should bring them peace.

Intentionality is also a huge value for me. I believe small shifts create meaningful change, whether that’s within a home, a routine, or life in general. I try to approach both business and life with purpose instead of just rushing through things for the sake of productivity.

Compassion is another big one, because organization is often tied to emotions, stress, transitions, and life circumstances people don’t always talk about openly. I try to lead with empathy and understanding rather than judgment.