Guide. Evolve. Master.

It's time for actionable insights.


Decades of networking, managing, mentoring, and developing thousands of individuals and leadership teams has led me to start my own company Phoenix®, advising organizations on their people practices and the future of the workforce. My 3-step StrataGEM® method will transform your organization in an accelerated way with maximum return.

"My role as a coach is to infuse the process with straight talk and take advice out of the realm of ambiguity."

- Dana Shaw-Arimoto, founder of Phoenix5



Get to know me better, and learn about where my Stop Settling approach comes from. Explore my full biography here!



I look forward to working with you! Tell me about your goals, or book me for your next speaking event. Contact me today here!



I post about a range of topics: From self-actualization tips to the talent ecosystem. Engage with me through my blog page here!

The Antidote to Work-Life Balance: Part 2. Generations

Unconditional, Learning, Joy, Comfort, and Safe. These are all words I associate with family.


The Antidote to Work-Life Balance: Step 1. Career

Here I am again, revisiting the myth that keeps on giving, work-life balance.


Stop "Shoulding" Yourself

"Shoulds" are not only confusing and convoluting messages to your kids, in a business context, they are a way to not actually address what you should or should not do.



  • joan davison

    "When the concept of contingent labor as a strategic tool was in its infancy, Dana Shaw-Arimoto was the leading voice for advancing an emerging trend that is today a foundational pillar of the modern workplace. Beyond this, her expertise as a thought leader, coach, and strategic advisor in areas such as team development, competitive analysis, thought leadership, and market strategy is unparalleled."

    Joan Davison,
    President and CEO, Mestel & Co.

  • kip wright

    "There are few as committed to advancing our industry and the people responsible for its growth as Dana Shaw-Arimoto, and even fewer that have made such a positive impact in the lives she’s touched – including mine!"

    Kip Wright,
    President and CEO, Genuent

  • jeff pieta

    "Dana has the rare combination of a broad domain knowledge, extensive industry connections, and the ability to make innovation actionable. Those that don’t appreciate Dana are simply making it harder on themselves to succeed. Those with Dana on their side have a competitive advantage."

    Jeff Pieta,
    Co-Founder, Shiftgig

  • gene holtzman

    "Dana's expertise as a thought leader, coach, and strategic advisor to my incubator firm Talent Tech Labs has been really helpful, and frankly, an asset that doesn’t come easily without all her connections and vantage points that she’s had in all her roles throughout her journey in the staffing space. Some of the most successful firms within the industry have benefited from Dana’s actionable insights and are amongst some of my own peers and even competitors, all of which she’s helped grow with her out of the box thinking and positive influence."

    Gene Holtzman,
    President, Mitchell Martin

  • brian delle donne

    "As a facilitator, Dana has an innate ability to take in and digest vast amounts of information and amazingly synthesize it all into a succinct set of actionable objectives. We found her capacity for crystallizing divergent inputs into a unified view that all could align around to be just remarkable. When engaging Dana as a coach for my team, I found her an extremely well versed practitioner of the Strength Finder methodology. Dana brings a ton of people experience to bear as she translates individual findings into team composition. I feel like the team is now ideally aware of our collective strengths and confidently able to leverage those for outsized results."

    Brian Delle Donne,
    President, Talent Tech Labs, LLC

  • eddie lou

    "I consider Dana both a pioneering voice and visionary thinker in redefining traditional notions of work. Based on her extensive staffing connections and domain expertise, especially her MSP perspective, we were thrilled when she accepted a position on our advisory board. Bringing us both a rich history of industry knowledge and the imagination and flexibility to envision a completely new future, her counsel is invaluable."

    Eddie Lou,
    CEO and Co-Founder, Shiftgig

  • teresa creech

    "Dana has a rare combination of intuition, empathy, and gentle strength that brings out the best in the individuals and teams with whom she engages. These qualities drive performance, but in a way that engenders passion, engagement and loyalty. She is uniquely qualified to address complex business challenges by translating them into consumable, people-focused solution components. Dana knows that the best companies build strategies with talent at the center."

    Teresa Creech,
    CEO of TalentWave

  • garry mathiason

    "In addition to her vision and insight, Dana radiates energy and is a master communicator and 'teacher,' sharing her expertise as an advisor to some of the industry's most successful firms. Vision, knowledge, intensity, and respect define Dana and make her an extraordinary woman of influence across the industry!"

    Garry Mathiason,
    Partner, Littler Mendelson

  • vickrey mccann hamner

    "Dana led our founder's team through a day-long strategy workshop. The focus was on realigning goals and objectives, creating a services roadmap - including go-to-market messaging - and projecting growth and impact over the next three to five years. We walked away with an actionable (and manageable) plan with milestones and deliverables, as well as a team who is more energized and focused. Bottom line, she asked the tough questions which led to the right answers. While humbling and at times difficult, we now are better postured for future success thanks to her guidance and business expertise."

    Leslie Vickrey, Megan McCann, Jane Gilligan Hamner,
    Co-Founders of ARA

  • jennifer higgins

    "Dana is a fantastic performance coach! She helped me reconfirm my strengths and really focus on how to leverage them as I work to further develop my career. One of the exercises I found most valuable was role-playing. It was a great way for me to practice leveraging my strengths. Dana is a great listener and motivator and I'm so thankful for the mental doors she opened for me!"

    Jennifer Higgins,
    Account Director at ClearEdge Marketing


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