Every Business Is a Media Company: How One Shoe Shine Stand Became a Must-Watch Show

How a Shoe Shine Business Became a Must-Watch Instagram Show

Every company is a media company. 📢 Whether you’re in corporate consulting, retail, or even shining shoes at an airport, there’s always a story to tell.

Take Ibrahim, who runs his family’s third-generation shoe shine business at Toronto’s Pearson International Airport (YYZ).

But he’s not just shining shoes—he’s running a highly engaging Instagram show, @YYZShineGuys, where his customers become his guests.

For seven minutes—the length of a shine—he interviews travelers, CEOs, and even political leaders, pulling out engaging, insightful stories that make every conversation memorable.

🎙️ What Makes Ibrahim’s Show Stand Out?

✅ Great Conversations: He asks open-ended questions, listens actively, and makes every guest feel heard.
✅ Media Preparedness: The moment someone says “yes” to an interview, he’s ready to record—no hesitation.
✅ Fast Execution: He captures and posts the best 60-second clips the same day, ensuring fresh content and continued engagement.

His guests? Everyone from a Disney choreographer to Canadian Conservative Leader Pierre Poilievre.

And here’s the best part—it doesn’t take away from his business. It enhances it. His shoe shines are still top-tier, but now they come with an unforgettable experience.

🔥 What’s the Lesson for Business Owners?

You don’t need a studio to build a powerful media brand.

Ibrahim turned a simple, everyday business into an engaging show that builds relationships, grows an audience, and drives organic marketing.

👉 What unique show could YOU create around your business?

🔹 Think about your expertise, your audience, and the daily interactions you have.
🔹 Leverage simple tools like a smartphone and a clip-on mic to create authentic content.
🔹 Start sharing, engaging, and building your brand—one conversation at a time.

Check out @YYZShineGuys on Instagram and, if you’re passing through Toronto Pearson Airport, stop by for a shine and a story.

Jamie Mason Cohen hosts the #3 most-listened to business leadership podcast in Canada, The Leadership Standard. He is a certified leadership coach with The Leadership Circle, and communication expert for pharma. He is the creator of the Signature Leadership Podcast School, which helps business owners and executives build their media brand through storytelling and podcasting. His work has been featured in Forbes, Business Insider, CNN, and TEDx.