Don’t Let Others Define Your Value
One of the most heartbreaking things I see is when people don’t know their own value. They have the education, skills, and raw talent—but they’ve been conditioned to feel “less than” by toxic leaders or colleagues who nitpick their work and frame their accomplishments as unimpressive. It’s especially devastating to see this happen to young […]
Case study: Driving a 248% increase in web traffic through smarter SEO
Problem:A major Canadian insurer had invested in digital marketing—but wasn’t seeing the level of targeted web traffic it needed. Reports, videos, and articles weren’t surfacing in search, and overall traffic had plateaued. The brand’s visibility wasn’t keeping pace with its content quality. Solution:Gregory led a team of content specialists to overhaul the SEO strategy. The […]
Case study: Using generative AI to accelerate content development
Problem:Gregory led a content team that developed special reports for a national insurer. It was a highly collaborative process—often involving complex data, expert interviews, and multiple rounds of refinement. Multiple iterations made the content better, but a lot of time and energy went into first drafts, which were often discarded. Solution:Gregory spearheaded the adoption of […]
Case Study: Reframing a benefits brand through a new narrative
Problem:A leading group benefits provider was evolving its value proposition—presenting a proactive care model that brought together pharmacy, wellness, and disability support programs. The brand needed a new unifying story to clearly communicate the full scope of its offering—and to reposition itself as a partner in long-term employee health and business sustainability. Solution:Gregory led the […]
Case Study : Launching a national wellness app for a group benefits provider
Problem:A new digital wellness app was being introduced by a Canadian group benefits provider. The challenge was to stand out in a crowded market, create interest across both B2B and B2C audiences, and support the company’s broader strategy to encourage healthy behaviour change. Solution:Gregory led the go-to-market strategy, managing a nine-person team through campaign planning, […]
Case study: Turning health data into national conversation
Problem:A major Canadian group benefits insurer wanted to provide Canadian employers with timely guidance on emerging health trends to aid organizations with their employee wellness and benefits decisions. The challenge was to use the insurer’s powerful health claims data to tell smarter stories and position the company as a trusted authority. Solution:Gregory led the strategy […]
6 Thinking Errors Blocking Personal Growth (And How to Fix Them)
Have you ever felt that you have a lot of potential for personal growth, but your own thoughts and feelings are getting in the way? It could be because the way you interpret and think about events in your life is not only counterproductive but also harmful and inaccurate. Our brains are powerful, but they’re […]
TikTokification Explained: Why It’s Transforming Marketing
There’s been a change in the media landscape over the last few years. Have you felt it? It’s because of TikTok. Yes, TikTok—the app you thought you didn’t need to pay attention to. TikTok—the dancing app for kids that Trump just “saved”. You might think TikTok hasn’t really affected you at all… Except, it has. That is, if you’re […]
3 Quotes to Kickstart Your Personal Brand in 2025
Starting a personal brand can be nerve-racking. You might wonder if you have anything of value to share or worry about what others will think of you. I completely understand—I’ve been there, too. Stepping into the new year, I’ve been reflecting on these three powerful quotes. Two of them have guided me from the very […]
If You’re Afraid of “Showing Off” Read This
I had coffee with a good friend recently who said they were raised to be humble and therefore found the idea of personal branding difficult. I totally get that—I was raised to be humble as well. Personal branding can seem like an egotistical thing, and it definitely can be for some people. But over the years, I’ve helped several strong […]