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

This blog is for leaders who already know Asian American consumers matter, but aren’t confident their marketing is keeping up. If that’s you, you probably sit in one of these roles: A brand, insights or marketing lead  in CPG, retail, financial services, tech or QSR An  Inclusion Impact leader who’s being asked, “What are we doing for Asian American consumers?” An agency or media partner who knows the old “general market with a token Asian face” playbook is dead, but needs