Have you ever looked at your brand, your business, or even your goals—and realized they no longer reflect who you’ve become?

In this first episode of The Shift + Serve Show, host Bri Morrison opens up about why she walked away from her former brand, Buff & Paid, and launched Shift + Serve. It wasn’t just about a name—it was about a transformation.

Bri shares how, after hitting massive milestones in her coaching business, she began to question why she was doing it all. What started as a hustle-fueled grind for success turned into a deeper calling to serve from alignment, not ego.

She reveals how unhealed trauma, chaos addiction, and the need to prove herself shaped her early drive—and how reaching financial freedom forced her to confront what was underneath. That clarity led to a rebrand and a new way of doing business that prioritizes internal alignment first.

In this episode, she introduces the Shift + Serve philosophy:

Shift your mind

Shift your message

Serve people

Serve your people