The Invisible Expert
Deep credibility, but the market does not know you exist outside your immediate circle.
Read more
You are respected in every room you enter. The problem is not enough people know to put you in the room. AMBA changes that.
AMBA by Shamane Tan
Your strategy may not be the problem.
Find the move that unlocks momentum.
AMBA helps growth-stage technology, AI and cybersecurity founders and leadership teams across Australia, Singapore and the wider Asia-Pacific region identify the highest-leverage opportunity across growth, positioning, market visibility, go-to-market and leadership alignment. Shamane personally reviews every One Move Diagnostic.
Get Your One Move · US$197
Explore How AMBA Works Limited to 8 businesses per intake.
More than a decade of go-to-market experience across technology, cybersecurity and AI.
01 · The Ember
The potential is already there
An ember isn't the end of a fire.
It's the part that still has the power to start one.
You have the product.
You don't have the traction.
You have the expertise.
You don't have the visibility.
You have the strategy.
You don't have the momentum.
Progress can get buried under noise, competing priorities and the pressure to do more. AMBA reveals what still holds energy: the overlooked opportunity, powerful idea or capability waiting to be seen.
Then we find the move that changes what becomes possible next. Focused enough to act on. Powerful enough to create momentum.
Your One Move may relate to your positioning, offer, market visibility, partnerships, leadership alignment or route to market.
Built for leaders who have built something real.
Built for businesses that already have traction, but need greater clarity on what deserves their attention next. Which one sounds most like you?
The Stalled Founder
A strong product and early traction, but growth has plateaued and nothing is accelerating it.
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You have done everything right to get here. What got you to this point will not get you to the next one. AMBA tells you what will.
The Misaligned Team
A capable leadership team working hard, but pulling in different directions without a shared growth story.
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When your team cannot agree on who you are and who you serve, every outreach effort costs twice as much and lands half as well. AMBA aligns the story before you take it to market.
The Market Mover
Proven in your home market, but unknown in the markets you are entering next.
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A track record in one market does not automatically transfer to the next. AMBA builds the brand, outreach, and relationships that open the new room.
02 · Find Your Move
Where is the energy getting stuck?
Choose the tension that feels closest to your reality.
Awaiting your signal
Choose the tension that feels closest to your reality. Your recommended move appears here.
The four moves at a glance
“Our value is strong, but the market does not see it.”
Sharpen the signal
Make the value unmistakable. Align the story, offer and proof so the right people understand why you matter now.
Lens: Positioning · Brand · Trust
“The opportunity is real, but momentum feels slow.”
Remove the bottleneck
Find the constraint with the greatest downstream impact. One focused intervention can unlock more than another layer of activity.
Lens: Growth · Go-to-market · Partnerships
“The team is capable, but important decisions stall.”
Create the decision moment
Turn expertise into a clear choice leaders can act on. Align the message, stakeholders and path to yes.
Lens: Leadership · Influence · Buy-in
“AI or cyber feels urgent, but the way forward is scattered.”
Turn risk into a leadership decision
Translate technical urgency into commercial consequence, accountable ownership and one practical priority the organisation can move on.
Lens: AI · Cybersecurity · Governance
03 · Why Shamane
Why Shamane?
Shamane Tan · Founder & Chief Growth Strategist, AMBA
With more than 15 years of experience, Shamane combines growth and GTM leadership, regional business experience and trusted access to senior decision-makers across Australia and Asia.
She understands how strong ideas become commercially relevant, how leaders build trust and how opportunities move into the right rooms.
Her role is not to give you more ideas. It is to identify which move best deserves your attention.
- 15+ years
- Growth and GTM leadership
- Australia + Asia
- Regional business experience
- 5,000+
- Senior leaders across executive and technology networks
- 1 merger + 2 acquisitions
- Navigated from inside the business
Choose your level of partnership.
Your partnership with AMBA starts at US$197. Begin with one focused move or bring AMBA into the decisions and execution that follow.
Chief Growth Officer
US$200,000 – 300,000
per year, funded startup
Senior Growth Hire
US$8,000 – 12,000
per month · no guarantee of results
Your partnership with AMBA
Starts at US$197
Limited to 8 businesses per intake.
01
One Move Diagnostic
US$197
Limited to 8 businesses per intake. Each business receives a personalised strategic review by Shamane Tan.
Clarity on what deserves your attention first.
A focused written assessment of your business, positioning and current market presence, personally reviewed by Shamane.
- Current positioning and market signals
- The most important growth constraint or opportunity
- Your highest-leverage move
- Why it matters now
- Recommended immediate actions
- Delivered within 48 hours
02
Strategy Intensive
US$1,500
Turn the One Move into a clear strategic direction.
A focused one-to-one working session with Shamane to challenge assumptions, sharpen the recommendation and determine how it should be implemented.
- Strategic discussion with Shamane
- Priority clarification
- Decision and stakeholder considerations
- Focused action plan
- Fully credited toward Done-for-You Execution Support
03
Limited to 5 ClientsStrategic Advisory
US$10,000
3 sessions across 90 days
Ongoing judgement for important growth decisions.
Three private strategy sessions across 90 days, roughly one a month, plus async access between sessions. This is focused judgement at decision points, not day to day execution support.
- Three private sessions across 90 days (one per month)
- Async access between sessions
- Growth and GTM direction
- Market positioning
- Executive and founder visibility
- Partnerships and access
- Leadership alignment and regional expansion
04
Done-for-You Execution Support
From US$20,000
From strategy to market momentum.
AMBA becomes an extension of the leadership team, helping turn the selected move into positioning, communications, alignment, visibility and execution.
- Strategic execution roadmap
- Founder and executive positioning
- Messaging and narrative development
- Growth and GTM implementation
- Leadership alignment workshops
- Executive training and facilitation
- Keynotes or strategic event activation
- Thought leadership and market visibility
- Moderated executive conversations
Perspectives
The Executive Insider
Some of the most important decisions begin well before anyone calls a meeting. The Executive Insider explores how trust, influence and judgement take shape, and what happens when familiar approaches stop working.
By Shamane Tan | Published on LinkedIn
Edition #4
When “This Is How It Works” Stops Being a Good Enough Answer
Before adding a new initiative, revisit the assumptions behind the current one.
Read on LinkedIn
Edition #3
Why Great Leaders Don't Have One Style
Keep your values. Expand the responses available to you.
Read on LinkedIn
Edition #2
When What You Say Isn’t What They Hear
The same message can carry different meaning to different leaders.
Read on LinkedIn03 · Advisory in the room
“Shamane is a true positive force of nature. Her stakeholder engagement was exceptional. With insightful preparation on hot topics and superior facilitation skills she was able to draw out inputs from a range of industry CxOs.”
David, Non-Executive Director
Board Risk Advisor & x3 Bestselling Author
Bring the strategy into the room.
Some moves require more than a roadmap. They require leaders, teams or markets to understand and believe in a different direction.
Shamane delivers keynotes, executive workshops and facilitated leadership conversations that help organisations align around AI, digital complexity, influence, resilience and change.
The AMBA Method
From ember to impact.
01
Align
Name the outcome and find the ember.
02
Map
Locate the friction and choose the One Move.
03
Build
Create what the move needs to work.
04
Amplify
Carry the signal into the right rooms.
Explore AMBA
Most organisations are working on five priorities
Find the one that unlocks the rest.
Start with a personalised One Move, or bring us the opportunity, challenge or idea you want turned into a clearer decision and practical next step.
Get Your One Move · US$197
Start a Conversation Limited to 8 businesses per intake.
See the Ember. Find the One Move. Burn Brighter.