Chatter that Matters

After a five-year stint with Sesame Streets Labs in New York, and getting her Masters in Education at Harvard, Carly Shuler returns to Canada. She creates Hootreading.com. Why? Carly knows that kids who love to read will spend a lifetime loving to learn. Hootreading.com matches students with real teachers, and with Carly's proprietary technology and teaching methods, her business takes off. Her concern is that she might draw the attention of multinationals who will go after her market share with their deeper pockets. John Ruffolo, Founder, OMERS Ventures and Co-Founder, Council of Canadian Innovators, Lisa Kimmel, Chair & CEO, Canada & Latin America, Edelman and Eric Leblanc, VP, Knowledge Based Industries, at RBC step in to help.

Small Business Matters series, presented by RBC.

Carly spots a gap in the market (01:14) While working at Spin Master Canada, Carly spots an opportunity. There is a gap between those that make the toys and those that truly understand learning and childhood development. After receiving a masters in technology in education, from Harvard, she lands a job at the Joan Ganz Cooney Center https://joanganzcooneycenter.org at Sesame Workshop.

Return to Canada (03:33) Carly returns to Winnipeg, Canada and starts Hoot Reading. In true entrepreneurial fashion, Carly acknowledges she needs to make up for her weaknesses and appoints a co-founder to help scale the business. Setting out "to give every child the opportunity to have one on one reading practice with real classroom teachers" Hoot Reading makes it mark.

The focus on literacy. Is paying off? (07:16) Tony explores Carlys' focus on literacy and the challenges facing Hoot Reading. With so much literacy content being free, communicating their value has been key to Hoot Readings' success. COVID-19 changed the demand for literacy services and Hoot Reading quickly adapts. However, maintaining its position in the market still remains a challenge.

Defending Hoot Readings position - the experts make their points (12:36) Lisa Kimmel suggests Carly broaden her focus into STEM and with her credentials and unique experience, she has a great story to tell…but she needs to get it out there.

John Ruffolo advises Carly that, customers will start to disappear over time, as such she needs to find ways in both direct and indirect channels, to continually add to her pipeline.

Eric Leblanc, assisting companies "beyond the balance sheet" and seeking to understand the businesses plans and what they are trying to achieve, enable financial partners to provide complementary funding options to companies like Hoot Reading.

Tony's advice on getting the attention Hoot Reading deserves (24:33) Our world is filled with noise and our attention is fleeting, breaking through this noise is key to getting attention for her brand. What Carly stands for, "Kids love to read, love to learn", needs to be woven across every touchpoint in order to breakthrough.

Links and References

Carly Shuler, CoFounder & CEO at Hoot Reading - https://www.linkedin.com/in/carlyshuler/ Website - https://www.hootreading.com Facebook - @hootreading Twitter - https://twitter.com/hootreading Instagram: @hellohootreading @raisingandreading

Lisa Kimmel, Chair & CEO, Canada & Latin America - Edelman - https://www.linkedin.com/in/lkimmel/ https://www.edelman.com

John Ruffolo, Founder, OMERS Ventures and Co-Founder - Council of Canadian Innovators https://www.linkedin.com/in/joruffolo/ https://www.omersventures.com https://www.canadianinnovators.org

Eric Leblanc, VP, Knowledge Based Industries, RBC LinkedIn - https://www.linkedin.com/in/eric-leblanc-758a332/ RBC Business page – https://www.rbcroyalbank.com/business/index.html RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html

Follow Tony Chapman

Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/ Instagram - https://www.instagram.com/chatterthatmatters/ Facebook - https://www.facebook.com/Chatter-that-Matters-111890333544575

Kristi knows that the company needs a rebrand if they are going to battle international food giants for market share. Mother Raw is born, and the legacy of the Founder, and her mission of 'Good on Good' is woven across every consumer, retailer, and employee touchpoint. Kristi chooses to manufacture in Canada. Mother Raw continues to innovate into a lineup of plant-based, organic salad dressings, and condiments. 80% of new products fail in the grocery store, but Kristi ignores the odds. In just over a year, Mother Raw is in 5000 locations, including Target in the USA and Walmart in Canada. Can Kristi finance this growth? Can she get the attention she feels Mother Raw deserves? Is Food Service a new opportunity? What role does Manufactured in Canada play? We ask Jane, Darryl and Nancy to weigh in.

Small Business Matters series, presented by RBC.

From corporate veteran to entrepreneur (01:20) After 25 years working for a multinational, a venture capital firm invites Kristi to work with the founder of Raw Foods. Then tragedy strikes. The founder, Michelle, passes away. Kristi bravely decides to rebrand but ensures that she still remains true the founders' wishes.

Mother Raw is born (03:42) With a new name and 21 different organic plant-based products, their mission "put good on good" is the golden thread running through the entire business. Pursued with vigour and without compromise, Mother Raw is proving that plant-based foods are not a fad.

Against the odds - taking on the international food giants (06:32) Kristi's inventive and tenacious leadership, combined with Mother Raw's compelling vision and the power of offering locally produced products, is paying dividends. Now in over 5000 retail locations, Mother Raw is challenging many of the entrenched international players. Kristi, ignored all the odds, zigged while others zagged and reinvented a dusty category.

The experts share their advice (12:04) Daryl Jones, CEO of Save on Foods, believes product sampling is key and when getting your products on shelf, high quality, locally produced products will win over international products.

Nancy Rooney, V.P. of marketing for PepsiCo, North America, encourages Kristi to expand through partnerships, aggregators and food trucks and that Mother Raws products are a perfect complement to increase basket size.

Jane Henderson, VP, Commercial Banking, RBC, advises Kristi to finance her growth through debt versus giving away her hard-earned equity.

Tonys closing thoughts (21:27) Kristi kept true to the founders' mission, "good on good", ensuring that her legacy is felt across the entire business. Keep building your company from the foundation up and continue to make the consumer your hero and your purpose. Finally, think of food service as a place for consumers to experience your brand and hold onto your hard-earned equity.

Links and References

Kristi Knowles - https://www.linkedin.com/in/kristiknowles/ Website - https://motherraw.com Instagram - https://www.instagram.com/motherraw/ Facebook - https://www.facebook.com/motherraw Twitter - https://twitter.com/motherraw

Nancy Rooney - https://www.linkedin.com/in/nancy-rooney-769a581/ Pepsico - https://www.pepsico.com

Darrell Jones - https://www.linkedin.com/in/darrell-jones-a17ba271 Save-On-Foods - http://saveonfoods.com

Jane Henderson, VP, Commercial Banking, RBC LinkedIn - https://www.linkedin.com/in/jane-henderson-30080a11/

To get specialized support for your business, visit https://www.rbcroyalbank.com/business/advice/industry-expertise.html RBC Go Global support https://www.rbcroyalbank.com/business/international-trade/index.html RBC Global Connect rbc.com/globalconnect

Follow Tony Chapman

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Joe O'Brien is a gifted entrepreneur. His tourism operation, O'Brien Boat Tours, includes three boats, two restaurants, gift shops, and shuttle buses. His base is St John's Newfoundland, and he captains his guests to the edge of the world where they get so close to a whale that they can smell its breath. Giant icebergs, a wild bird sanctuary, mixed in with the songs and spirit of Newfoundland and Labrador. Joe shares his story of growing up in a fishing village and having to reinvent when the Cod disappeared. Joe's philosophy on how to create experiences for his guests and employees that last a lifetime is a masterclass for the service economy. This economic storm could capsize his business. Joe needs our help. We ask Ujwal Arkalgud, a cultural anthropologist, Alex Blum a talented tourism marketer, and Kellie Sauriol from RBC, who considers small business operators as heroes for their advice. They not only lift his spirit; they will lift his boats back into the water. Great insights for anyone building a career or brand in the tourism, hospitality, retail, and services space. Small Business Matters series, presented by RBC.

Pivoting from Cod fishing to Whale watching (01:16) Joe O'Brien grows up in a fishing village 30 minutes from St John's Newfoundland, it is the only business his family knows, but in the 1980s, overfishing has ruined their livelihood. Joe considers a significant pivot when he looks at eco-tourism. But few are convinced. Thankfully Joe ignores the sceptic's and starts a boat tour business. He wants to take tourists to 'the edge of the universe, where whales, puffins, and icebergs.

Joe learns the secret of the worlds great tourism operators (05:38) Joe realizes that he isn't in the tour boat business, he is in the business of creating memories that last a lifetime. To do so, he must master the local geography, weave in the unique culture of Newfoundland and Labrador, win over local businesses, and then hire and train employees that can do more than punch tickets; they must make every trip feel like the first and best.

Joe builds a 5-star tour operator, wins countless awards, and puts smiles on the faces of thousands of customers while changing the work ethic of hundreds of employees. Joe now has three vessels, two gift shops, and restaurants, and shuttle buses. Instagram and Facebook are the perfect channels for guests to share coming so close to a whale, that they can smell its breath.

Joe's boats are landlocked and his business might go underwater (10:18) Joe can have one of the most highly rated eco-tourism businesses in Canada, but COVID-19 and human isolation capsize his dream. Joe draws deep into his past when he pivoted from fishing to touring but is resilience enough? Joe knows he is not alone and always optimistic, he believes that we can work together and to start "…pulling on the rope together to make it go in the right direction."

But he needs help - so we find him that help.

The experts lift Joe's spirit (13:32) Ujwal Arkalgud, CEO of Motivbase is a brilliant cultural anthropologist who surprises Joe O'Brien with his thorough understanding of consumer behaviour, and why he knows Joe is well-positioned for the future if he can ride out the storm.

Alexandra Blum, Founder of Silver Lining Marketing, one of Canada's top brand strategists and marketers in the tourism sector, gives Joe a playbook for engineering a post-COVID-19 comeback.

Kellie Sauriol, from RBC, adds icing to Joe O'Brien's cake by stating that small business owners are her hero's and that his history stands tall.

Tony wants to bottle Joe's resilience for all of Canada to consume (23:50) Some make things happen, while others watch and wonder what happens. Joe, you are and have always been someone to make things happen. Your resilience, entrepreneurial spirit, generosity, and constant pursuit to serve, and to create extraordinary experiences is something I wish we could bottle, and every Canadian could drink.

Links and References

Website - https://www.obriensboattours.com Instagram - https://www.instagram.com/obrienstours/ Facebook - https://www.facebook.com/obrienswhalebirdtours Twitter - https://twitter.com/obrienstours Youtube - https://www.youtube.com/user/obrienswhalebirdtour

Newfoundland Labrador Tourism - https://www.newfoundlandlabrador.com

Ujwal Arkalgud - https://www.linkedin.com/in/interpretivist/ Website - https://www.motivbase.com

Alexandra Blum - https://www.linkedin.com/in/alexandra-blum-a0bba8149/ Website - https://www.silverliningmarketing.ca

Kellie Sauriol - https://www.linkedin.com/in/kellie-sauriol-3a86a9158/

RBC Business page – https://www.rbcroyalbank.com/business/index.html RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html

Follow Tony Chapman

Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/

Lisa Taylor leads a team of a hundred people when she uncovers an insight that would change her course in life, and possibly the future of the Canadian economy. Many people were satisfied at work, but not fulfilled. Even successful people in their mid-career strides described their situation as "hanging in and hanging on".

Lisa left the security of a great job to launch Challenge Factory, a research-based, process-driven consultancy. Their mission is to help companies create productive cultures where people work with a higher purpose.

She moves from the uncertainty of a startup to the complexities of leading a growing business, only to have today's economic uncertainty, turn her business upside down.

Calling upon our experts to help her navigate through these times, they come back with insights on branding, positioning, and building a more robust social presence that she, and you can apply, to grow any brand or business.

Small Business Matters series, presented by RBC.

Lisa uncovers an intriguing insight (01:56) While managing a team over a hundred professionals at Hewlett Packard, Lisa uncovers an insight that would form the foundation of her business, Challenge Factory. Many in her team, although successful, weren't satisfied. They were stuck. They loved what they did, but they were no longer challenged.

Making the leap (04:42) A conversation with her father inspires Lisa to pursue her dream. Six years in the making and many conversations with her most respected and admired friends and colleagues, Lisa's new venture begins to take shape, eventually leaving the security of a corporate job to launch Challenge Factory.

A square peg in a round hole (08:06) Founded on the discipline of career development, Lisa establishes a unique positioning for her business. Landing some significant clients, the business grows as does her presence in the industry - publishing a book (The Talent Revolution) and establishing herself as a thought leader on the future of work. Then COVID-19 strikes.

The experts share their advice (15:35) Beverley Hammond (Broken Heart Love Affair), suggests Lisa narrows her focus and considers renaming her company; Kelly Peters (BEworks) encourages Lisa to convey to her clients the kind results they can expect. Finally, Caroline Paxton @RBC recommends focussing on only 2-3 social media channels for her marketing and Lori Darlington @RBC, advises Lisa to apply a scenario planning method to her business.

Tony's final thoughts (25:34) There is no doubt Lisa is guided by a compelling higher purpose - hanging on and hanging in. "The more the world looks to Lisa for leadership on the future work, the more they'll look to the services you offer." And finally, Lisa should consider the rebranding advice from Beverley to sharpen her positioning, making her services "…easy to buy."

Links and References

Lisa Taylor - https://www.linkedin.com/in/authorlisataylor/ Website - www.challengefactory.ca Linkedin - https://www.linkedin.com/company/581098 Twitter - https://twitter.com/Challengfactory

Beverley Hammond - https://www.linkedin.com/in/beverley-hammond-822a362/ Broken Heart Love Affair - http://www.brokenheartloveaffair.com

Kelly Peters - https://www.linkedin.com/in/ikellypeters/ BeWorks - https://beworks.com Dan Ariely - http://danariely.com https://twitter.com/danariely

Caroline Paxton - https://www.linkedin.com/in/carolinedpaxton/ Lori Darlington - https://www.linkedin.com/in/lori-darlington/

Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html RBC Business page – https://www.rbcroyalbank.com/business/index.html RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html

Follow Tony Chapman Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/

Paul Hemburrow and his partner find the capital to purchase a profitable business that rents TV sets to patients in hospitals. The partners rebrand as HealthHubSolutions.ca and reinvent the entire company by turning the TV into a digital hub, offering a suite of tools for the patient that gives them access, connectivity, and control while making it easier for the hospital to provide better care.

Paul spends over a year trying to convince hospitals they can be more than just renters of boxes, and finally has the client breakthrough needed to validate their offering.

COVID-19 arrives, and any hope of selling the future is put on hold, as everyone in healthcare is consumed by surviving the day. HealthHub knows that putting the future of healthcare in the patient's hands is a win for everyone, but they are running out of time and money. We step in with expert advice.

Small Business Matters series, presented by RBC.

New partners, a new business (02:12) Pauls' attempts to pivot the existing business, fails. Seeking a new partner and an investment firm with an appreciation for his vision, the first step is taken to putting patients at the centre of healthcare - HeatlhHub solutions is born.

Shifting gears (04:37) With the purchase of Hospitality Network under their belt, the team reorganizes and repositions a legacy business to move beyond renting TV's to one that uses digital technologies to create a compelling patient experience. However, the road to success is long and hard-fought.

Breaking out (08:07) After a tough year of selling, HealthHub Solutions wins an innovative procurement RFP with Southlake Regional Healthcare Centre (https://southlake.ca). A corner is turned, establishing their solution as a reference point in the industry.

COVID-19 hits, now what? (10:33) Managing cashflow, navigation the federal government support programs and the uncertainty of when this will all end weighs heavy on the business. However, "…managing the whole isolation component has quickly emerged as our new trend."

The experts weigh in (14:46) "We really are all in this together." Laura Davy & Sid Paquette @RMB, encourages businesses to tell their story, be forthright and avoid any surprises. Strategy expert, David Kincaid, confirms Pauls' value proposition and Dr. Trung Ngo suggests mastering the basics, enabling Paul to navigate future challenges to increase his chances of success.

Tony's final thoughts (24:17) Focussing on the narrative, understanding who you are and why you matter. By continuing to enable patients to connect, you can bring them certainty and control. "Nobody wants to walk into a hospital. Nobody wants to stay there. But if you can bring them connectivity, you can bring them certainty and control."

Links and References

Paul Hemburrow - https://www.linkedin.com/in/paul-hemburrow-4aa11932/ Health Hub Solutions - https://healthhubsolutions.ca/myhealthhub/

Trung Ngo - https://www.linkedin.com/in/trung-ngo-244a2530/ Novah Health - http://www.novahhealthcare.ca

David Kincaid - https://www.linkedin.com/in/david-kincaid-125b851/ Level5 Strategy - www.level5strategy.com

Laura Davy - https://ca.linkedin.com/in/laura-davy-cpa-ca-b015401 Sid Paquette - https://www.linkedin.com/in/sidpaquette/ RBC Business page – https://www.rbcroyalbank.com/business/index.html RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html

Follow Tony Chapman

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Traci Shepheard's lifelong dream was to be an entrepreneur building a health and wellness business. She had hundreds of ideas, but nothing caught her imagination more than a mobile meditation studio. She did her homework, received immediate acceptance with some of Canada's largest businesses, and invested her life savings, including the purchase and retrofitting of an Airstream Trailer to create a 'rock star' experience. MeditationWorks launched.

As she starts the ignition, her wheels fall off when COVID-19 stops everything in their tracks, especially a studio where people meditate inside a trailer, even one as beautiful as Traci's.

Listen to how Traci manages her stress, and how she reacts to the advice from some of Canada's leading thinkers. Insights, Ideas, and Inspiration for all.

Small Business Matters series, presented by RBC.

The journey to entrepreneurship (01:16) Traci shares her story of how MeditationWorks (https://meditationworks.com) came to be. Leaving a promising career she invests her life savings in a mobile mediation studio. From a stable career, Traci enters the uncertain world of an entrepreneur, forging ahead to build her dream business - a mobile mediation studio in an Airstream trailer (https://www.airstream.com).

COVID-19 tests Traci's resolve (08:17) Having recently confirming plans to pilot her business with major Canadian corporations, COVID-19 hits, putting the brakes on Traci's dreams and business "…I felt like the entire jungle showed up in my head." Not to be dissuaded, Traci pivots and shifts gears to meet this challenge head-on.

The experts share their advice (11:45) Denise Rossetto, hones in on Traci's brand and purpose - the rock star experience. Corby Fine provide valuable insights into how Traci can monetize her digital experience. Denise, from @RBC acknowledges Traci's passion and her proactivity in engaging with her partner businesses during a time of crisis and provides guidance as to where she can get additional support.

Tony's final thoughts (20:35) Closing this episode, Tony shares his confidence in Traci's idea. An idea matched with great passion and her desire fulfil a higher purpose - to help the emotional and physical health and well-being of Canadians everywhere.

Links and References

MeditationWorks - https://meditationworks.com Linkedin - https://www.linkedin.com/in/traci-shepheard-33844342/ Instagram: @MeditationWorks

Forty Four North - https://fortyfournorth.ca Airstream - https://www.airstream.com Denise Rossetto - https://www.linkedin.com/in/denise-rossetto-9a0a422b/ Brokenheartloveaffair - http://www.brokenheartloveaffair.com Corby Fine - http://www.linkedin.com/in/corbyfine

Lori Darlington - https://www.linkedin.com/in/lori-darlington/ RBC Business page – https://www.rbcroyalbank.com/business/index.html RBC COVID-19 Financial Relief page - https://www.rbc.com/covid-19/business.html Future Launch - https://www.rbc.com/dms/enterprise/futurelaunch/index.html

Follow Tony Chapman

Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/

When Cirque de Soleil files for bankruptcy protection you realize how fast the sun has set on the event business. To find out what it will take to stage a comeback I chat with brothers David and Stephen Shaw , who are Canadian born, and have become global thought leaders in different segments of the event business.

David Shaw is the Senior Vice President, International and Content at UFC. David talks about the importance of being first.

Stephen Shaw is the co-founder of Round Room, his resume includes producing for the Rolling Stones, Oprah, Broadway Productions and major touring exhibits like Jurassic Park. Stephen talks about how the concept of immersive experiences will change because of COVID and through technology.

In this exclusive I chat with the Shaw Brothers about their upbringing, I seek their insights into the world of entertainment and putting smiles on people's faces, and ideas on how Canada can stop the drain of talent like these two.

What advice can you give parents to kind of bring up and raise the kids? (01:07) - Kids need to understand the value of the dollar and the value of hard work - Respect and not only respect for your contemporaries and your peers, but respect for people of all ages, races and ethnicities

What is considered exceptional in the experience economy? (02:29) - Creating a balance between your audience, the content and accessibility - Incorporating experiences that appeal to your fans, both the hardcore and casual fans - Diversifying the content experience with traditional elements and immersive experiences - Accessibility is key, providing multiple customer journeys that appeal across all age groups and geographic markets

How David scaled the UFC brand (03:30) - Be first is a key maxim that drives the brand forward. A decade ago UFC was one of the sports franchises to live stream live events, on Facebook. - Unable to secure favourable pay-per-view deals, they adopted social media to connect with their audience and disseminate information and to market their product. - They created a sports product that transcends language, it transcends borders and geography and it transcends ethnicity and religion.

The role technology will play in the future of entertainment (04:50) - Technology enables the UFC to connect their product with a customer, wherever they are via whatever medium or platform they wish, be it satellite, cable, Facebook, etc - VR and AR has heightened the content experience and online ticketing has enabled greater accessibility

How will the experience economy come back from the COVID pandemic? (06:27) - Until there is a vaccine it will be a long road to recovery - A slue of strict health and safety protocols and measure will be implemented - One needs to look to new revenue streams, particularly in digital media - Develop new sponsorship assets To watch, listen, and read more go to https://chatterthatmatters.ca and don't forget to subscribe to my Youtube Channel: https://www.youtube.com/channel/UCcGvzmw9MFkUcGylrFA2xCQ/?sub_confirmation=1

Links and References

Stephen Shaw, Founder, Round Room Live https://www.linkedin.com/in/stephen-shaw-98170019/

Website - https://roundroomlive.com Facebook - https://www.facebook.com/roundroomlive/ Instagram - https://www.instagram.com/round_room_live/ Twitter - https://twitter.com/RoundRoomLive @RoundRoomLive LinkedIn - https://www.linkedin.com/company/round-room-live/

https://www.billboard.com/articles/business/8260897/entertainment-one-acquires-round-room-entertainment-exclusive

David Shaw, SVP International and Content, UFC https://www.linkedin.com/in/david-shaw-47393228/

Website - https://www.ufc.com Facebook - https://www.facebook.com/UFCCanada/ Twitter - https://twitter.com/ufc_ca Instagram - https://www.instagram.com/ufc/

https://mmajunkie.usatoday.com/2019/04/ufc-exec-david-shaw-respectfully-disagrees-with-khabib-nurmagomedovs-criticism-of-ufc-st-petersburg

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#ChatterThatMatters # ExperienceEconomy #UFC #Entrepreneur #Canada #CanadianEconomy #Technology #Content #DigitalMedia #Sports #Entertainment

In this episode, I chat with John Ruffolo, Founder, OMERS Ventures and Co-Founder - Council of Canadian Innovators.

John Ruffolo name is synonymous with possibilities and the new economy. I first met John when I moderated a panel in support of our mutual friend Chitra Anand and her incredible book the Greenhouse Approach

John was the CEO of OMERS Ventures. Today John is the co-founder and Vice-Chair of the Council of Canadian Innovators | Conseil Canadien des Innovateurs, on the Board of Communitech, Ontario Centres of Excellence The Next Big Thing and Vice-Chair of the David Suzuki Foundation. John's opinions are sought across the for-profit, and public sectors.

I am a massive fan of John's brain, his passion for Canada, and the fact that he pulls no punches. He tells it like it is.

In this ten minute chat, John and I talk about a Post-COVID economy and who will be the winners, education, innovation, and what will it take to set this incredible country Canada, up for future success.

Will this finally be the time that Canada is defined by a new economy? (00:40)

• John believes that COVID's impact is doing two fundamental things to the Canadian economy
• One, it's exposing the vulnerabilities in our economy and how we interact with one, another
• Two, we see a rapid acceleration in the adoption of innovation and trends

Status quo or back to the old days? (01:33)

• Flexibility is going to be absolutely critical, but the answer is it's somewhere in the middle
• John quotes, Satya Nadella, CEO at Microsoft, "don't exchange one dogma for another dogma"

Could healthcare become a major part of the Canadian Economy? (02:30)

• John has no doubt it could, however, not with our current paradigm can we continue to afford our great health care system
• The digital delivery of the healthcare services is absolutely fundamental and it's been adopted already
• Not only are people in hi-density areas like Toronto, but also those in remote areas are now able to access high-quality care

The role of small businesses in the gig economy (03:54)

• Small businesses are at the heart of the Canadian economy and if they collapse it creates a cascading effect and you will see a collapse in the demand for services, thus the advice was given to the government to focus on them as opposed to larger companies
• Small businesses play an increasingly critical role, as we transition more and more to a gig economy

How can technology help entrepreneurs get to where they need to go (05:39)

• Technology is, unfortunately, a double-edged sword, that for every innovation we enjoy, there has been a continuing shift for the replacement of human labour with machine labour.
• The change has not happened quickly, however, with COVID, it has somewhat accelerated this shift
• The challenge will be moving from employee to entrepreneurship and having to retrain oneself
• Becoming tech-savvy will be fundamental and technology will play a key role in retraining to be so

Key things entrepreneurs need to think about when entering into this gig economy (07:21)

• Opportunities can be found in the vulnerabilities COVID has in our food supply chain, our critical supply chain for manufacturing, delivery of education and health care.
• As consumers change their habits and behaviours, so to can entrepreneurs to take advantage of these changes.

Links and References

John Ruffolo - https://www.linkedin.com/in/joruffolo/ Chitra Anand - https://www.linkedin.com/in/chitraanand/ Greenhouse Approach - http://chitraanand.com/greenhouse-approach/

OMERS Ventures - https://www.linkedin.com/company/omers-ventures/ Council of Canadian Innovators | Conseil Canadien des Innovateurs - https://www.linkedin.com/company/council-of-canadian-innovators/ Ontario Centres of Excellence - https://www.linkedin.com/company/ontario-centres-of-excellence/ The Next Big Thing - https://www.linkedin.com/company/the-next-big-thing--/

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The forces of change are rendering much of what we know of business obsolete. Automation, e-commerce, the Amazon effect, increasing bureaucracy and all of this combining with customers wanting more and less. Wanting more personalized solutions, more what matters to them but also want all this with less friction, less effort, and less cost.

And then the Covid-19 shows up like a sledgehammer. So what do you do? You have two choices. You either make things happen, reinvent/reimagine your business or sit on the sidelines wondering what happened.

In this episode, Tony Chapman interviews John Bezear, president of Powerhouse Retail Services (PRS), servicing the apparel and garment industry in Canada. John shares how he proactively adapted PRS and found opportunity despite the immense challenges.

Finding your niche (03:35) Despite the ever-increasing growth of e-commerce and its ensuing impact on traditional retail, John shares what sets Powerhouse Retails Services' apart from their competition - passion, consistent execution, vigour and technology.

The Pivot (05:39) After exceptional growth, Coronavirus now presents PRS with a significant challenge. However, responding swiftly and proactively, the business pivots to now store and ship medical supplies to frontline health care workers in Canada.

Changing Priorities (09:29) A leader during these uncertain times faces many competing priorities. Tony and John explore these priorities and some of the tactics John and his team have employed. During these times it's crucial to inject a personal touch, act with honesty, transparency and to over-communicate.

Proactivity - facing up to the reality (12:32) Controlling what is in your power and looking at the situation for what it is - not waiting for things to happen, but rather engaging with key stakeholders with a clear and responsible plan. Tony shares his experience of managing his advertising business during an extremely tough time.

Lessons learnt (19:01) During this unprecedented time, lessons have been learnt that can be applied to how we run our businesses in future - John gives his perspective: hedging against risk, seeking to diversify but keeping to your core competencies, considering a balanced portfolio of clients, and as a leader being disciplined and proactive, keeping calm and communicating clearly.

Closing (26:42) Tony Chapman shares his insights and learnings: - The importance of scenario planning during times of uncertainty, enabling one to adapt and course correct when required - Making your employees the heroes of the story and acting with humility - Staying calm, being in the moment and keeping focussed

Links and References

Powerhouse Retail Services - http://powerhouseretailservices.co Apollo 13 - https://www.imdb.com/title/tt0112384/?ref_=nv_sr_srsg_0 Levi - https://www.levi.com Tommy Hilfiger - https://global.tommy.com Calvin Klein - https://www.calvinklein.com

Follow Tony Chapman

Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/

The Coronavirus has presented Canadian businesses with unprecedented challenges. There is no compass for these uncharted waters. New approaches to customer, supplier and employee engagement require consideration and businesses underlying "operating systems" need to be updated and re-written.

In this episode, Tony Chapman a luminary of Canada' Marketing Hall of Legends (2008) discusses these challenges with two fellow CMHOL Legend inductees, David Kincaid (2013) and Ken Wong (2006). Together they explore effective leadership through adversity and possible solutions Canadian businesses, in particular small businesses, need to consider as they manage through these uncertain times.

Organizational culture during Coronavirus (03:18) During these unprecedented times, organizations are afforded an opportunity to step back and reappraise their cultures. David shares his points of view on culture as a driver for business transformation - "..culture acts as an enabler to creating competitive advantage."

Recovery - big box vs small business (06:52) Ken believes price will be the key lever for large enterprises in their recovery strategies. However, small to medium businesses can't compete on this basis and need to find what's in their wheelhouse. During this time it will be clear which businesses have true relationships with their customers.

CEO's challenges (09:21) CEO's are facing numerous challenges in this environment. Maintaining profit, managing costs, narrowing their focus on what matters most, and doing enough to preserve today so when the times come they can rebuild. Ken and David share their insights and advise to CEO's - take the time to plan & widen your focus.

Advice for small/medium business (13:45) Truly understand what business you are in and identify what problem you will solve for your customers. Engaging with suppliers, key customers and local business associations to be part of the conversation is also key to addressing these challenges. David highlights the potential impact of e-commerce could have on small business.

Advice to leaders (18:54) During these trying and uncertain times, what level of transparency is required from leaders? The panel provides their guidance highlighting the need to engage frontline staff - as they influence customer satisfaction - and engaging with team members at all levels to understand how things have changed and how this has impacted customers motivations.

Getting your house in order (22:23) Creating a safe environment for consumers through rigours sanitation protocols and communicating this to your consumers is critical to establishing trust with your consumers. Communicate, communicate, communicate!

Closing (25:21) Tony Chapman shares his insights and learnings: - Know what business you're actually in, where you add value and why you matter. - Understanding what lane you are in - focus on the things you can stand for - Communication and transparency is critical when you're dealing with customers, employees and suppliers - we're all in this together

Links and References

Ken Wong - https://www.linkedin.com/in/ken-wong-4453892 David Kincaid - https://www.linkedin.com/in/david-kincaid-125b851 CMHOL - https://www.amamarketinghalloflegends.ca AMA Toronto - https://www.ama-toronto.com/

Zellers - https://en.wikipedia.org/wiki/Zellers Galen Weston - https://en.wikipedia.org/wiki/Galen_Weston Loblaws - https://www.loblaws.ca Harvard Business Review - https://hbr.org Costco - https://www.costco.ca Tom Peters - https://tompeters.com

Follow Tony Chapman

Website - https://tonychapmanreactions.com Twitter - https://twitter.com/TonyChapman Linkedin - https://www.linkedin.com/in/tonychapmanreactions/

About Canada's Marketing Hall of Legends (CMHOL)

Founded in 2004, Canada's Marketing Hall of Legends honours Canadians who have dedicated their lives to the pursuit of excellence in the field of marketing. The award, created to spotlight the stories, people and brands behind Canada's greatest marketing successes, recognizes a noteworthy body of work and a lifetime of achievements. Nominations for induction are held annually. An independent selection committee of top marketing professionals evaluates each year's list of nominees.

Contact: Xzavier - [email protected] About AMA Toronto

The Toronto Chapter of the American Marketing Association (AMA) is a not-for-profit community of volunteer marketers who have been creating opportunities for personal and business growth for more than 60 years in Canada. The AMA, with more than 20,000 members and 70 chapters across North America, is the largest marketing association in the world serving organizations and individuals who practice, teach and study marketing. To learn more about the Toronto chapter of the AMA visit AMA-Toronto.com