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Move the Needle: Yarns from an Unlikely Entrepreneur

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Learn how to make your big, impossible dreams a reality with help from a creative entrepreneur who's turned her passion into a global force.

People always ask Shelley Brander what possessed her to leave the successful advertising firm she founded with her husband to open a local yarn store. And then they wonder how that one storefront grew into an e-commerce business, and from there into a global movement to Knit the World Together. In Move the Needle, Shelley shares stories from her life to show that you can pursue your life's passions--both personal and professional--no matter how quirky or impossible they may seem to everyone around you.

Whether you are an entrenched or aspiring entrepreneur, or have a passion that just won't let you go, Shelley shares lessons from her journey that reveal how to:

- Put your passion first and make your creative side hustle your main gig
- Recognize the true value of creativity and experimentation
- Have hope against all odds
- Surround yourself with supportive people
- Cut ties with those who weigh you down
- Believe in the power of your weird, impossible dream!

In Move the Needle, Shelley invites you to embrace your passion and hold space for your seemingly improbable (but totally possible) goals, dreams, and purpose.

280 pages, Hardcover

First published January 12, 2021

80 people are currently reading
320 people want to read

About the author

Shelley Brander

4 books15 followers
After a successful career as a copywriter and broadcast producer, creating campaigns for brands like AT&T and Hard Rock, Shelley Brander followed her passion and started an improbable "side hustle"-she opened a local yarn store. She and her team of Loops Troops have since grown Loops into a global brand that's on the forefront of the modern maker movement, and includes LoopsLove.com, LoopsClub.com and Knit Stars, a global, online learning adventure. She's on a mission to Knit the World Together.

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5 stars
112 (44%)
4 stars
79 (31%)
3 stars
46 (18%)
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12 (4%)
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4 (1%)
Displaying 1 - 30 of 53 reviews
Profile Image for Chase.
Author 10 books7 followers
January 12, 2021
I am a knitter and maker of things and I have run my own business for almost 6 years now. I have read a lot of entrepreneurial books in my time, and this one is one of my favorites. It is not just a dry tome of take action steps but rather a wonderful story of a life, that includes take action steps at the end of each section.

If you learn better via story than just you should do this and then that, then check this book out. If you are a maker who has ever dreamed to make money with your art or what you make, then you should get this book. If you love a good yarn and want to learn more about one of the leaders in our industry, than you should get this book.

It is such a wonderful read, even with a small infant I managed to read tis in less than a week. Highly recommend.
Profile Image for AJ.
43 reviews1 follower
January 12, 2021
Move the Needle: Yarns from an Unlikely Entrepreneur by Shelley Brander is memoir meets call to action.

The lessons/insights that resonated with me:
- NO can be a great motivator
- We can do WAY more than we think we can
- Follow your dreams/gut
- Working for yourself is awesome but still a LOT of work
- Push yourself and take chances
- Always think creatively!

I have read multiple inspirational/“self help” books and work with a coach. I also work for myself. Many of these lessons are not foreign to me. What makes this book stand out? Not just the yarn (all the yarn) but the voice of a strong woman who put herself out there and found success in the male saturated Ad/Marketing world of the 80s/90s. Knitting is life to me and something that I hope to turn into my main gig. This book gives me hope that it could be possible!
Profile Image for MB Hanna.
6 reviews
May 8, 2023
Bio: Brander’s professional background includes working as a copywriter and broadcast producer (think AT&T and Hard Rock). A lifelong knitter, Brander started a side hustle and opened a yarn store. Loops Troops (Brander and her team) are now a global knitting movement. Their mission? Knit the World Together(™)

Publication information: Hay House, Inc. (www.hayhouse.com) Copyright 2021

Where I purchased it: Amazon

Why I bought it: During Covid I had a podcast bookshelfshelfies) and had an interview with Jen Ellis, the famous knitter of Bernie Sanders’ mittens, and one of the most grounded people I’ve met. (She is the author of the newly released Bernie’s Mitten Maker). Ellis mentioned Brander during our interview and the positive impact of Move The Needle. As a new knitter, I needed all the encouragement I could get, and had the thrill of interviewing Brander on my podcast.

Synopsis: Move The Needle is like many “self-help” books that outline how to make your dreams come true. What makes Move The Needle an excellent read is the unique perspective Brander brings to the book, beginning with the story of what has motivated her from a very early age (4 years old), the word “can’t”, as in, “You can’t climb that tree.” “You can’t be a cheerleader.” “You can’t be an entrepreneur.” This list of can’ts motivated her to trust herself, her truest and bravest self, even when others didn’t. This is why I needed to read this book. I have been the opposite - completely swayed by the can’ts I heard from others. I admire someone who trusts themselves above others, and follows their path unequivocally. Move The Needle was almost a memoir but is pulled from that category because of the expert insights and encouragement given by Brander as she explores her wins and failures. Following the clever metaphor of knitting, Brander uses stitching as a framework for the challenges, heartbreaks, successes and connecting-the-dots moments of her personal and professional life. She concludes her book by saying she realized this book could be a powerful call to action; that her stories are meant to “...show you what’s possible.”

Favorite quote(s):
“‘Stitches are just like people.’ We are fundamentally connected.” (Lucy Neatby and Shelly Brander)
“Creativity is the new currency.”

Great insights:
“Creativity is the new currency.” is an example of why Brander is quite successful. This book, published in 2021, was penned and going to press just as Covid appeared on the horizon. Brander could not have known the impact of Covid, remote work, the pace at which companies would close and new companies burst on the scene. But she had her fingers on the pulse of the universe because just last week, (May 1, 2023), the World Economic Forum listed “creative thinking” as the second most important skill a successful employee needs now and in the future, right behind “analytical thinking.” (https://www.weforum.org/agenda/2023/0...)
“Progress is better than perfect.”
“...invite in outside perspectives that are different from your own. Resist feeling threatened…to help light a new path - for yourself and your customers.”
Michelle Falzon’s Five Phases of Creation (and avoid burnout):
Saturate (research, learn)
Percolate (give ideas time to marinate, find new connections, develop ideas)
Create (do the work)
Celebrate (celebrate and acknowledge your creation, and those who helped you along the way, whether or not you consider it a “win”
Rejuvenate (refill your tank - take the time you need to feel refreshed for the next round of creating)

Overall review: Two knitting needles up! I like writers with an easy, meeting-a-friend-over-coffee writing style. I can focus on the message(s) and think deeply about how they apply in my life.
Other works: Untangled: A Step-by-Step Guide to Joy and Success for the Modern Yarn Lover

Relevant Social Media
https://www.linkedin.com/in/shelley-b...
https://knitstars.com/
How Your Weird Little Hobby Could Save the World | Shelley Brander | TEDxUTulsa

Profile Image for Catherine.
47 reviews1 follower
January 30, 2021
I read Shelley Brander's Move the Needle quickly like a beach read, three sessions, initially out of curiosity because I know Shelley. But then Shelley is that nice person everyone thinks they know after meeting her. She is that bright sunshine that illuminates a room. I met Shelley at a knitting retreat in Tulsa, OK where her knit shop, Loops, is located. Then I became a Knit Star (look it up). So naturally I would read her book. Move the Needle has a way of poking you to be real. I felt a bit like a voyeur because of her candor. I wondered when she'd be down, but her tone is positive, and if your takeaway is nothing else let it be that positivity can move mountains...or just needles. Through all the adverse events in Shelley's life that she recounts in blazing simplicity there is never a stop and take a breath moment. That's what life is, a never-stop long extended moment. Had a kid with issues? She's got that covered. Had a difficult birth? She had that, too. Struggled in business? Been rejected? Whether or not you're a knitter (I happen to be), whether or not you happen to be a mom (I am one of those), whether or not you are a business person, married, in or out of love or rejection I will say only READ THIS BOOK. It's not a self-help book, but a helpful book full of recommendations, resources, and where resilience can take you. I may need some inspiration today; having trouble with those needles.
Profile Image for Treva.
625 reviews
August 19, 2022
Having been an owner of a couple seasons of Knit Stars and the Loops Club, I wanted to support Shelley by buying this book. Am not interested in starting a business or anything like that so to me this was a biography more than a business book.

I would have enjoyed it more had I read it when it originally was published back in Jan. 2021. Got busy with other books and put it on the shelf. But recently found out that Shelley had been going through a divorce and knew from the acknowledgements that she had considered Brent, her husband, her biggest supporter in life. I don't know what transpired in the last year, but it saddened my heart to read how much they had accomplished together in close to 30 years of being together and know that they were now separated.

She does present an outlook of never give up, and it seemed to work for her in making her dream of a successful yarn store come true.
Profile Image for Emily.
Author 2 books82 followers
January 24, 2021
Shelley is a knitting entrepreneur who runs the extremely popular Knit Stars Online Knitting Summit. She also runs a very popular brick and mortar (and online) knitting store, Loops, in Tulsa, OK.
So, how did she get here? How does she run TWO huge enterprises and not lose her mind--and also be a wife and mom to her family?
In Move the Needle, Shelley tells us all. She tells us about her uprbringing, her time at Texas Christian University and her work in the advertising world, and then the creation of Loops and Knit Stars--all while dealing with family problems, creative setbacks, financial setbacks, and the rest of it. Shelley tells us that she doesn't do it all--she can't--but she focuses on what she does well, and how all creative people can learn from the lessons she's learned in her businesses!
3 reviews
December 19, 2020
Move the Needle is a heartwarming, inspirational book. Shelley shares her journey from a first attempt at knitting to a career in marketing to becoming a successful entrepreneur of a yarn store turned into a globally loved knitting movement. Her desire to knit the world together is revolutionizing the craft. The author’s transparency through sharing her successes and failures reveals that she has found a way to turn her passion into her jobby (job + hobby). Reading the book is like sitting down and having a cup of coffee with someone who cares about your happiness and will inspire you to follow your dreams whether it is raising children, learning a craft or starting a business.
2 reviews
January 13, 2021
I am not a fast reader! That being said, I swept through “Move the Needle” in one sitting! I am an avid knitter, but for the first time in a long time, I wasn’t reading and knitting at the same time! A big thank you to Shelley for moving me from a passion, through a mind map, to my plan! My knitting and craft area will be organized and productive by the end of 2021. COVID has made it impossible to see family, and it will be a little longer before that can happen! However, now I have a plan to keep me focused through the year, thanks to “Move the Needle.” A special Haiku to end this review:
Tricycles to Yarn
Mind Mapping and my Mentors
Success this New Year!
Profile Image for Mya.
323 reviews5 followers
January 21, 2021
An interesting story of how one woman went from the advertising world to running an extremely successful yarn shop and e-commerce venture. As I was reading it I often wondered when this woman slept! She had 3 kids, 2 businesses, multiple dogs, and a husband! It kind of made me tired just reading it. LOL. She gave some really great advice for those who might want to venture into owning a business. As a creative entrepreneur, she shared both her successes and failures with the business as well as in her personal life. I was impressed by how vulnerable she was with these discussions of her life, both personal and professional. Thanks for sharing your story with us!
3 reviews2 followers
January 30, 2021
If you have ever wondered how one woman is successful and sane and personable - read this book. We all know small businesses that struggle. It is interesting to read Shelley Brander's journey. She did not just order yarn and open a shop in a small outlet mall on the edge of town. To be honest, her background in branding and working with people were put to good use and she had a supportive husband. Not the case of many small business owners. This book is an easy read following Shelley's journey with good lessons to be learned or reviewed helping you understand one woman's successful journey.
129 reviews
February 13, 2021
The LIFE of a Child of God

Shelley Brander is a testament to all of us, not just as an entrepreneur but as a Child of God. Her determination in caring for her family, friends and businesses has brought her to where and what she is today. I have a love for creating things which has now become a struggle which I am going to overcome with the help of the Lord. All my adult life, I have been a caregiver and an advocate for family, friends and others God has placed in my life. I recommend that anyone who wants to learn how to live a good life read this. God never said life would be easy but with Him it can be great! Thank you Shelley for your encouragement.
Profile Image for Karen Tucker.
Author 11 books4 followers
February 5, 2022
Motivating and inspiring

This was just what I needed to read right at the moment. I’ve been feeling flat and uninspired for weeks and not knowing how to get past it. But Shelley’s story has given me the push I needed. As soon as I’ve posted this review, I’m going to sit down and write out just a few tiny next steps to take on my own entrepreneurial journey, to ease myself back into the swing of it. Who knows? Maybe one day I’ll look back on this book as one of the dots that joined me from where I started to where my creative energy takes me? Thank you Shelley for your honesty and kindness.
Profile Image for Peggy.
45 reviews3 followers
January 7, 2021
I typically do not read Non-fiction but I was drawn to this book "Move the Needle" and so thankful I read it. Shelly Brander shares so openly her life story. We need to listen to those voices in our head and see failure as an opportunity to grow. Her love of knitting and realizing that kindness goes a long way is truly an inspiration. Never forget your family as they are often our biggest supporters is a very good lesson indeed as they often get neglected. Remember to get back on the tricycle and follow your dreams!
Profile Image for Dina Horne.
458 reviews3 followers
January 11, 2021
I’m a knitter who started hearing about KnitStars on social media. This bright and positive, well-spoken and motivating moderator was talking about Loops and how her business began. I was intrigued by Brander’s story. So I was thrilled to get my hands on her book, Move the Needle.
Brander is a fantastic storyteller. She invites us into the real stuff of life as well as her entrepreneurial journey. Her style isn’t cloying platitudes, rather she speaks from the heart with a spirit of encouragement. She reminded me that struggles are not the end of the story.
60 reviews
January 16, 2021
Real life happens to all of us, even those we perceive as being highly successful and full of great ideas. There is no doubt that Shelley is a talented individual with some highly useful skills, but in this very vulnerable sharing of her story she proves that hard work, determination and a willingness to learn from your mistakes can yield amazing results. I would recommend Move the Needle for anyone starting a new business or other endeavor. Shelley will inspire you and remind you that you are not alone in your insecurities.
1 review
Read
March 4, 2021
Thanking Shelley the author for writing such a wonderful book about how she overcame her fears and how she made the word no into yes. She invited us into her world and made us feel that you can have a dream and you can succeed with determination and want to make it happen. Her life experiences whether good or bad makes you feel like you are not alone. This is a book for anyone with hope to make your hobby into a jobby. This book will allow you to get up and do something about it. Don’t let it slip by you, do it. Fantastic read.
Profile Image for Jennifer.
19 reviews1 follower
January 13, 2021
Move The Needle is such an easy, relatable read. It is as if the author is sitting on the couch next to you and relaying her story. Make no mistake. Despite it being an easy read, there are so many valuable truths and nuggets of gold in it. I highly recommend this book for anyone looking for inspiration as they navigate entrepreneurship or simply being more assertive in following their inner voice
Profile Image for Jennifer England.
448 reviews10 followers
January 23, 2021
What an amazingly different book. I actually listened to this on the Hay House Unlimited app. So new it isn't shown as an audiobook on here. This was so full of ups and downs but yet Shelley was almost always on top of her desires and conquered her life changing situations. She had many situations that if it were me I would have thrown in the towel. And the fact that I am a long time yarner (crochet) makes this endearing to me. Enjoyed this very much. Highly recommend.
1 review
January 30, 2021
I read the book the week it was made available!
1. I loved the book because it was the complete journey.
2. It was important because the author encouraged people on their passion journey to seek help - we cannot do everything ourselves. Figure out your strengths and weaknesses - both are important.
3. Nourish yourself along the way & nourish your loved ones along the way or it will not come to fruition.
Great book - congrats, Shelly!
2 reviews
April 19, 2021
Excellent read for creatives, entrepreneurs, women or anyone looking for just a great book about life. It is an easy read filled with lots of stories and anecdotes which are entertaining while still conveying the overall message. Shelley has a way of drawing you in and painting a picture so vivid you can see it. You can plainly tell she has taken the lesson of empathy she talks about to heart. I enjoyed the book immensely and hopefully learned a few things on the way too.
Profile Image for Crystal Toller.
1,159 reviews10 followers
March 1, 2021
Knitting and Entrepreneurship

This is the story of Shelley Brander and her store in Tulsa, Oklahoma Loops. Loved the book and her ideas. Am thinking of starting my own business and a lot of great ideas that she discusses in this book will prove helpful to me, I feel sure. Highly recommend this book.
17 reviews2 followers
March 9, 2021
Shelley's story is a total inspiration. I wish I had read it twenty years ago! Totally honest & relatable. A reminder to not listen to the naysayers & give things a go. If you love yarny things, you will enjoy this book & if you need some inspiration to jump in and go for your dreams, you'll enjoy it all the more.
Profile Image for Nicola Wyllie.
125 reviews
March 17, 2021
This book wasn’t what I expected and because of that took me a little while to get into, but when I did I really enjoyed it. It is primarily a memoir and a very honest and authentic one. But it also has some really useful insight into building a business out of your dreams, a message of hope and patience.
Profile Image for Rebecca Mezoff.
Author 3 books3 followers
March 30, 2021
What a great book. As a fiber artist, teacher, and lover of yarn, Shelley's story was so useful to me. Not only does she has an amazing story about following a dream, but she embeds some great business tips within the story. I will be reading this book again. I read it in two days the first time and am looking forward to reading it again this summer.
6 reviews
January 8, 2022
Although the general topic of yarn and mothering is probably something I will never relate with, the story is a good one. There are ups and downs and insightful moments of reflection. I thought it was well written, it was engaging, and although I may have not taken the most highlights, it was inspiring. Especially for new entrepreneurs. If that’s you, this book is for you.
Profile Image for Helen.
9 reviews1 follower
December 12, 2020
Move the Needle: Yarn......is a diversey appealing book. It speaks to the yarn lover. It speaks to person who is told they can't do something. It is a book for entrepreneurs! A book that gives hope to mothers of children who have a problem. It's an engrossing book of success!
16 reviews2 followers
January 12, 2021
Shelley has never let her life experiences slow her down. She has much to inspire anyone who wants to expand their dreams into reality. This is a quick read with practical advice for those in business and also people who just want to be more successful in their creative endeavors.
Profile Image for Mary.
88 reviews
January 30, 2021
This is an amazingly inspiring book for just about everyone! I personally relate to the knitting, but the information and inspiration could apply to any area of your life! It arrived at just the right time for me and gave me a much needed boost.
3 reviews1 follower
January 31, 2021
This is a wonderful book for knitters and non-knitters alike. Shelley's words of wisdom for anyone who has a business idea to pursue are golden. Once you open the book, you will not be able to put it down. A book that I will go back to over and over again.
403 reviews6 followers
February 4, 2021
Readable, inspiring, insightful, honest and witty memoir of Shelley Brander's foray into the business of marketing her love of knitting. The story is seasoned with personal anecdotes of family life and loads of tips for budding entrepreneurs. I thoroughly enjoyed it.
Displaying 1 - 30 of 53 reviews

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