How to Build What You Believe with Shannon Deep and Kevan Lee

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How to Build What You Believe with Shannon Deep and Kevan Lee

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Welcome back to Snafu with Robin Zander. In this episode, I'm joined by Kevan Lee and Shannon Deep, co-founders of Bonfire – a creative studio reimagining what it means to build brands, tell stories, and live meaningful lives. We talk about how Bonfire began as a "Trojan horse" – a branding agency on the surface, but really a vehicle for deeper questions: What does fulfilling work look like? How do we find meaning beyond our careers? And how can business become a space for honesty, connection, and growth? Kevan and Shannon share how their partnership formed, what it takes to build trust as co-founders, and how vulnerability and self-awareness fuel their collaboration. We explore their path from tech and theater to building Bonfire, hosting creative retreats, and helping founders tell more authentic stories. We also dive into how AI is changing storytelling, the myth of "broetry" on LinkedIn, and why transparency is the future of marketing. If you're curious about what's next for creativity, leadership, and meaningful work, this episode is for you. And for more conversations like this, stay tuned for Responsive Conference 2026, where we'll be continuing the dialogue on human connection, business, and the evolving role of AI. Start (0:00) How Bonfire Started (14:25) Robin notes how transparent and intentional they've been building their business and community Says Bonfire feels like a 21st-century agency – creative, human, and not traditional Invites them to describe what they're building and their vision for it Kevan's response: Admits he feels imposter syndrome around being called an "entrepreneur" Laughs that it's technically true but still feels strange Describes Bonfire as partly a traditional branding agency They work with early-stage startups Help with brand strategy, positioning, messaging, and differentiation. But says the heart of their work is much deeper "We create spaces for people to explore what a fulfilling life looks like – one that includes work, but isn't defined by it." Their own careers inspired this – jobs that paid well but felt empty, or jobs that felt good but didn't pay the bills Bonfire became their way to build something more meaningful A space to have these conversations themselves And to invite others into it This includes community, retreats, and nontraditional formats Jokes that the agency side is a Trojan horse – a vehicle to fund the work they truly care about Shannon adds: They're agnostic about what Bonfire "does" Could be a branding agency, publishing house, even an ice cream shop "Money is just gas in the engine." The larger goal is creating spaces for people to explore their relationship to work Especially for those in transition, searching for meaning, or redefining success Robin reflects on their unusual path Notes most marketers who start agencies chase awards and fame But Shannon and Kevan built Bonfire around what they wished existed Recalls their past experiences Kevan's path from running a publication (later sold to Vox) to Buffer and then Oyster Shannon's shared time with him at Oyster Mentions their recent milestone – Bonfire's first live retreat in France 13 participants, including them Held in a rented castle For a two-year-old business, he calls it ambitious and impressive Asks: "How did it go? What did people get out of it?" Shannon on the retreat Laughs that they're still processing what it was They had a vibe in mind – but not a fixed structure One participant described it as "a wellness retreat for marketers" Not wrong – but also not quite right Attendees came from tech and non-tech backgrounds The focus: exploring people's most meaningful relationship to work Who you are when you're not at your desk How to bring that awareness back to real life — beyond castles and catered meals People came at it from different angles Some felt misaligned with their work Others were looking for something new Everyone was at a crossroads in their career Kevan on the space they built The retreat encouraged radical honesty People shared things like: "I have this job because I crave approval." "I care about money as a status symbol." "I hate what I do, but I don't know what else I'd be good at." They didn't force vulnerability, but wanted to make it safe if people chose it They thought deeply about values – what needed to be true for that kind of trust Personally, Kevan says the experience shifted his identity From "marketer" to something else – maybe "producer," maybe "creator" The retreat made him realize how many paths are possible "Now I just want to do more of this." Robin notes there are "so many threads to pull on" Brings up family business and partnerships Shares his own experience growing up in his dad's small business Talks about lessons from Robin's Cafe and the challenges of partnerships Says he's fascinated by co-founder dynamics – both ...

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