Thirty years of skiing has taught me something most sponsorship decks still miss: Every winter for 30+ years, I’ve made the drive up to the Collingwood / Blue Mountain area. I’ve watched the weather swing, the weekends spike, the parking lots overflow, and the Village evolve into a true four-season destination. And I’ve also watched the visitor profile change, quietly at first, then all at once. That shift is why one of my favourite sports-marketing projects was working with

How Bad Questionnaires Damage Trust, and Drive Bad Decisions A survey feels harmless. A link in an email. A handful of rating scales. Maybe a “tell us more” box at the end. But a customer feedback survey  is not a neutral research tool. It’s a brand touchpoint . It’s a moment where you either reinforce trust (“they’re listening”) or you break it (“they don’t understand me, or worse, they’re testing me”). This week, a spa guest experience survey in Winnipeg became a warning st