I’ve been following Sita Sargeant’s work for a while now, and it’s impossible not to be impressed.
As founder and self-described Chief Troublemaker at She Shapes History – a tourism company and social enterprises that uses the medium of walking tours to reclaim women’s rightful place in Australia’s historical landscape – she’s on a mission. What began as weekly walking tours in Canberra has grown into a thriving social enterprise with plans to expand nationwide.
What struck me most about this conversation wasn’t just the content of Sita’s tours, but her people-centered, community-focused approach to experience design. There are valuable lessons here for anyone working in museums, tourism, or public history spaces.
A Mission-Driven Approach
She Shapes History began during the pandemic when Sita, back in her hometown of Canberra, discovered countless overlooked stories of women who had shaped Australian history.
“I want She Shapes History to be the gateway for people into Australian women’s history. There’s not that much out there that is just basic 101, hyper-engaging, hyper-accessible… particularly for adults.”
Sita approaches her work as solving a specific problem: the lack of respect and recognition for women’s historical contributions. This mission-driven approach builds community around a cause.
Hiring for People Skills, Not Just Knowledge
One of the most interesting insights from our conversation was Sita’s approach to hiring guides. When asked what qualities she looks for, she said:
“I am looking for people who love other people… the sort of person that if you’re at a big party and you see someone standing alone, you’re the sort of person who goes up to them and says, ‘How are you going? What’s your day been like?'”
Sita recently posted a job ad that emphasised connection and community building over qualifications or prior tour guide experience. During interviews, she asks candidates questions like:
- What strategies do you use to make people feel welcome?
- How would you respond if someone challenged something you said on a tour?
- What would you do if someone made a highly political statement during a tour?
These questions reveal whether candidates prioritise factual accuracy over guest experience, or if they can handle challenging situations while maintaining a welcoming environment for everyone.
Creating Cohesive Experiences Through Brand Consistency
Sita also emphasised the importance of consistency between marketing and experience delivery. Having previously worked in a museum where digital/marketing teams were disconnected from front-of-house experience teams, she ensures She Shapes History maintains the same tone of voice across all touchpoints:
“We’ve got the same tone of voice documents for both. We’ve got our exact same kind of brand for both. We speak the same on the tours that we do online in all of our content.”
This consistency sets proper expectations and creates a seamless experience from the moment someone discovers She Shapes History online to when they’re participating in a tour.
Audience-Centered Design
Sita’s approach to designing new tours exemplifies audience-centred thinking. When she realised that few men were signing up for her original Badass Women of Canberra tour, she created a new spy-themed tour specifically designed to attract male audiences:
“I started thinking about things that men find really interesting… Canberra has one of the highest number of spies per capita in the world. We are a spy capital.”
The result? A tour with a 50/50 gender split – remarkable for a women’s history experience.
Continuous Improvement Through Reflection
Perhaps the most practical takeaway was Sita’s post-tour feedback system. After every tour, guides complete a five-minute Google form reflecting on:
- How they would rank the tour (1-10)
- Their best stop and why
- Their worst stop and why
- How the tour could be improved
- Demographics and motivations of attendees
This simple system allows Sita to spot trends (like, for example, problematic stops), understand their audience better, and continually refine the experience. It also gives guides a structured opportunity to reflect on their performance too.
Key Takeaways for Experience Designers
For anyone working in museums, tourism, or public history, Sita offers these valuable insights:
- Build community around a cause, not just around history. When people emotionally connect with your mission, they become advocates, not just customers.
- Hire for interpersonal skills rather than academic knowledge. Content can be taught, but genuine warmth and connection come from within.
- Create consistency across all touchpoints – from social media to in-person experiences.
- Design experiences with specific audiences in mind, rather than trying to appeal to everyone.
- Implement simple reflection systems to continuously improve and catch issues early.
As Sita prepares to launch her new book, She Shapes History: City Walks and Stories about Great Australian Women, her approach offers a masterclass in creating engaging, mission-driven historical experiences that build genuine community.
To learn more about She Shapes History, visit their website or connect with Sita on LinkedIn. Her book “She Shapes History: City Walks and Stories about Great Australian Women” is available now wherever books are sold.
‘The Art Engager: Reimagining Guided Experiences in Museums‘ is now available worldwide through your favourite online platforms and retailers.