Shiven's journey from a science major in school to a Marketing Professional had been a long one, but he had been drawn to the writings of Philip Kotler, also known as the "Father of Modern Marketing," since he was a college kid.

Through his textbook, he first learned about concepts like Segmentation, Targeting and Positioning, as well as the 4P’s & 7P’s of Marketing.

His interest led him to choose marketing and sales as his major in college, and he later entered the corporate world to learn and comprehend the various facets of marketing activation, sales systems, and consumer lifecycle management.