Author: MH3

Many startup entrepreneurs are encouraged by their investors, lawyers, partners, and customers to imagine their exit. 

In some cases, this is for legal reasons; in other cases, it is a critical data point for those who want to understand your plans around an eventual liquidity event and what that looks like. The question may be posed to you by your family, so they know how long this chapter of sacrifice will dominate your life story. As well as their own. 

Perhaps your goal, however, is to build a strong, sustainable business. One that counters the market by employing a breakthrough strategy and thinking more holistically about the ecosystem in which you will compete. Perhaps your goal is not to chase the masses and dubiously impressive user and customer acquisition statistics. Even more so, you plan to do this by charging a substantially premium price to the market, eschewing advertising, and, moreover, not only rejecting millions of potentially high-value clients, but in doing so, offering an opaque narrative as to why you are rejecting them as clients and their monthly fees that would accompany them.

If that is you, then you just have to look at Raya. The app is in its tenth year, and while still shrouded in mystery and some jealousy, it is thriving in a category: dating apps beset by burnt-out swipers who are turning off their subscriptions. 

Raya, known as the celebrity dating app, on the other hand, has a waiting list of nearly 2.5 million people who have put their best selves forward, hoping that the company will let them in the secret door into a secret club.

Photos:TikTok

You don’t have to search very far to find lovers and haters of Raya. The same can be said of any business, and when said business decides to operate in a different tier than the middle, it attracts even more lovers and haters. That won’t stop me from looking at what makes them so successful, their key drivers, and their secret sauce in building their community, which perhaps I will appropriate for a future project or venture.

The first is obvious, apparent, and very hard to do. That is to create exclusivity. The question you are probably pondering is what comes first? The wait list or the demand caused by knowing there is a wait list? Is this a bar with a lineup for nothing but show, and when you arrive inside, is it barren and bleak? However, if you can create a mystique that more customers want in than you will allow, you have succeeded with step one!

The second driver is to sell aspiration, not a service. This is achieved through storytelling, which is most successful when they are told by your customers. Michael B. Jordan going on a talk show after a romantic breakup and saying he was headed to Raya (which actually did happen) is gold. Olympian Simon Biles is meeting her future husband, NFLer Jonathan Owens, on the platform, and is double gold. Paulina Porizkova returning to the app after ditching it for years and finding her new husband fills the entire podium. These stories script themselves. They create aspiration because who doesn’t want to live at this level of fame and good fortune?

Finally, the third diamond in this jewel is taking care of your customers. Raya does this by creating a community of like-minded folks. Their team takes incredible lengths of time to vet new members. The fifteen-member screening unit utilizes referrals, recommendations, social media audits, geography, and professions, all of which are considered to ensure they are bringing people into the community who will enhance it. Existing members feel that effort and are willing to shell out $25-$50 per month to shine alongside other members. 

Raya’s future expansion plans are much horizontal, not vertical. By that, I mean they are pursuing adjacent businesses such as Places, their curated travel platform that they have launched (which requires no “audition”, just a monthly fee), and Work, a setting in the dating app that allows members to indicate their interest in meeting professional collaborators. 

When new entrepreneurs seek their founding partners, they are often advised to date before they marry. That expression carries over when they start seeing investors, and if they are a B2B company, these words resurface frequently to describe the business development process. 

For traditional dating apps, I can’t believe I called dating apps “traditional”; getting on their site is less of a relationship builder and more transactional. Raya’s growth to a profitable 115-person enterprise in a decade is clearly the success of relationship-building efforts. As you build your venture, the question becomes whether you are in it for the long haul or the quickie build and IPO?

I am savouring an excellent issue of Harvard Business Review right this moment. The September/October cover features the title “A Playbook for Creative Leadership.”

The article “Now is the Time for Courage” by Ranjay Gulati is a must-read.

His research demonstrates that the companies that emerged from the past recession in the best shape did more than cut costs. They took manageable risks and made wise investments, focusing not on protecting their market share but on growing their businesses. Gulati shares five strategies for leaders to become more lucrative. Recognizing that bravery is a choice when faced with volatile conditions, as we do today, his five strategies, as listed below, provide an inspiring and clear framework for how to be brave:

Recently, I was asked by my producer at CBC Metro Morning to do an article on Knix’s reentry to the US market with their store in the SoHo neighbourhood of New York City. As I delved deeper into the story, it became clear that this was not a business narrative, but a film about courageous leadership led by Knix’s superhero founder, Joanna Griffiths.

Knix, for those who don’t know, is a Toronto-based intimates and apparel company, founded by Griffiths in 2013. Knix has built a reputation for innovation, pioneering leakproof underwear, wireless bras, and comfort-driven apparel, while promoting body positivity and inclusivity. Over the past decade, it has grown from a small direct-to-consumer startup into one of Canada’s most successful global lifestyle brands.

Joanna is well-known for pitching period blood to investors, being rejected hundreds of times, and building a company worth $400 million, which was acquired by Essity in 2022. Grifths still holds a 20% share in the enterprise and continues to lead the charge as President.

Knix’s decision to expand in the United States was not a hasty move, but a strategic one. The opening of the New York City store in SoHo, one of New York’s most visible and competitive shopping districts, this summer, was a calculated step. This location was chosen based on data showing New York as Knix’s largest American online market, a testament to the company’s thorough market research and strategic planning.

In addition to. With a larger e-commerce footprint, the company launched a US marketing push called “You’re Good,” featuring actress Kristen Bell and extensive activations, from subway advertising to in-store events.

To combat tariffs, Knix also implemented a distribution expansion with a new fulfillment center in Ohio, designed to shorten delivery times and reduce the impact of rising US tariffs on Canadian imports. Knix is also rethinking its sourcing strategy, moving away from a reliance on China to include other countries, such as Korea.

The Ohio fulfillment center represents a strategic response to tariffs. Instead of absorbing high import costs, Knix is moving closer to its American consumers. This facility comes at a price, potentially reducing some warehousing and logistics jobs in Canada. That is true. However, it protects higher-value Canadian jobs, such as product design, innovation, marketing, and brand leadership, which remain headquartered in Toronto. In this sense, Knix is helping Canada position itself as a high-value job economy, rather than competing in low-margin logistics or manufacturing.

At the center of this story is Joanna Griffiths’ leadership. Expanding into the US during a volatile trade environment, while retail faces mounting pressures, requires conviction.

In the recent article in Harvard Business Review, I cited a study that studied how companies behaved during the 2008 recession. It was found that only 9 percent of firms acted courageously during the downturn, but those that did came ahead when the economy recovered.

Knix’s US expansion, despite the challenges of tariffs and uncertainty, is a testament to the company’s resilience. Instead of waiting for calmer markets or lower risks, Griffiths is positioning Knix to seize opportunities now, demonstrating the company’s determination and adaptability. This bold move today is a bet on a brighter tomorrow, a strategy that is both courageous and inspiring.

Knix’s expansion is about more than bras and underwear. It is a case study in how Canadian firms can compete on the world stage by protecting high-value jobs at home, investing in infrastructure abroad, and leading with courage.

As entrepreneurs globally look at how to deal with the uncertainty that comes south of the Canadian border, they can learn from Joanna: 1. Adapt to external pressures with an innovative strategy, not retreat; 2. Invest in your core strengths at home: design, innovation, branding; 3. Lead with courage.

Courage may be the difference between surviving and thriving in uncertain times.

Photograph: Connection Camp.

Have you ever wished you could go back to summer camp?

The cabins, the canoes, the campfire, the talent show. The freedom of summer, minus the homesickness and cafeteria food. Now imagine doing it as an adult. No kids, no phones, no responsibilities. Just a few days to disconnect and play.

Would you sign up? Thousands already are. Across Ontario and beyond, adult summer camps are becoming a serious business.

Would you sign up to invest? Many already are. Across Ontario and beyond, adult summer camps are becoming a serious business. (Yes, I know I just repeated myself!).

Consider the scale of traditional camps. In Ontario alone, more than 400 accredited children’s camps welcome over 350,000 kids each summer, bringing in as much as $360 million a year. Most of those camps run as nonprofits, built on mission and tradition. But here’s the twist: adult camps flip that script. They’re for-profit, niche-focused, and designed to turn cabins that sit empty in September into money-making engines.

Why are adults so eager to go? The reasons are easy to spot. Who isn’t looking for connection in a world that feels increasingly disconnected? Who doesn’t crave a digital detox from endless notifications? Who wouldn’t want a weekend to try archery again, swim in a lake, or belt out a song at a talent show without worrying about work on Monday?

The financial model also makes sense. If a child’s camp charges $700 to $1,000 for a week, an adult camp can ask $450 to $950 for a single weekend. Smaller groups, but a bigger return per person.

These weekends are nonstop content factories. Camp Social in the U.S. sold 150 tickets in 24 hours with that exact formula. Add in their sponsors, such as Dunkin’ trucks handing out iced coffee or Amazon Prime screening movies under the stars, and suddenly, camp isn’t just a getaway. Could Ontario camps pull off the same feat?

Of course, it’s not without risk. Would you pay nearly a thousand dollars for a weekend if the food was bad or the check-in was chaotic? One logistical hiccup can sour the entire experience. Niche positioning, such as women-only or LGBTQ+, can drive fierce loyalty, but does it limit the market too much? And what happens when the weather turns cold? Can ad lt camps survive on a three-month season?

This is where Ontario may have the real advantage. What cabins didn’t sit empty all winter? Envision cross-country skiing, snowshoeing, ice fishing, and relaxing in a frozen lake sauna. Picture Tim Hortons marshmallows by the fire or Patagonia jackets on every camper. Why should Scandinavia claim ownership of the winter wellness trend when Ontario has the same raw ingredients? The question is, who will be bold enough to try it?

Examples already exist. Camp Reset set offers a sober-friendly digital detox in September. Canadian Adventure Camp in Temagami hosts adult weeks filled with waterskiing, sauna sessions, and talent shows. Camp Tamakwa in Algonquin Park blends creativity with nature. Two Islands Weekend transforms a Haliburton camp into a wilderness escape. The Madawaska Kanu Centre teaches whitewater kayaking with lodge comfort. Each has carved a niche, but who will scale it? Who will turn nostalgia into a year-round business?

So what do adult camps really represent? A passing fad or a sustainable industry? The evidence points to both. Nostalgia gets people in the door. Wellness justifies the price. An innovative business keeps the lights on.

Which leaves one final question. If given the chance to unplug, reconnect, and play like a kid again, would you go back to camp?

Now, a bonus final question. Is this a viable, long-term business opportunity?

The journey is the reward. That’s what we are told from an early age and led to believe, and quite frankly, it is highly believable and genuine. Often, the visceral reward of the fight, the struggle, and the effort is more exhilarating than crossing the finish line and asking, now what? As you reflect on the podium, the triumph, and the promotion, and share your regaling story with the others, your language focuses on the highs and lows, the moments, and the memory steps. 

If so, why do we view milestones, holidays, and recognized calendar moments as the end state? Until last week, I knew that was how I viewed Emancipation Day in Canada. That some two hundred years ago, the slaves were freed, and off my forebearers went to deal with other kinds of injustices. However, being enslaved was not one of them. But my perception, my false beliefs, and my misguided conclusions were blown to bits by the words of Kike Ojo-Thompson, our keynote speaker at Unbounded on August 7th – A Black Talent Initiative. Ojo-Thompson educated me and everyone around me that Emancipation is an ongoing process that requires daily commitment. She spoke of advocates as tree planters who work today so that future generations can enjoy the shade the planters may never sit under. And she put language to an experience too often overlooked: misogynoir, the unique discrimination faced by Black women, making clear that equity work must be expansive enough to reach everyone. Walking into a room and knowing you’ll leave changed is a fantastic day. Kike changed my thinking about Emancipation Day forever. 

I now understand that Emancipation is a process. It requires the investment and sacrifices of those who understand that, despite what the law says, there is a particular group of people who are not free. Our people must work defiantly yet strategically to fight for the equality we have been denied and the privileges we are owed. Unbounded was designed to bring together Black leaders, allies, and community builders for an Emancipation Celebration to live up to its name. However, the echoing words of our keynote made me realize that Unbounded needs to be a verb, not a noun. That realization on an afternoon filled with insight, artistry, and conversations left this individual tirelessly energized and accountable.

Kike Ojo-Thompson, the keynote speaker at Unbounded, is a relentless fighter who has not retreated from her life’s work. As founder of the KOJO Institute, she has spent two decades guiding organizations toward equitable outcomes, working with the Toronto District School Board, Loblaw, TD Canada Trust, and World Vision. Her leadership has created tangible change, from helping to end Ontario’s carding practice to creating a groundbreaking Anti-Black Racism Practice Framework for the province’s child welfare system. A year ago, she announced that KOJO Institute has joined Deloitte Canada, and Kike took on the role of Partner in Human Capital (Workforce Transformation).

Also at Unbounded, I learned from a fantastic panel that Emancipation can mean community. On the panel, Garrison Thomas, founder of GTalks, challenged us with a powerful question: how do you connect with people you’ve never met, and may never meet? His life’s work is rooted in using personal stories to open pathways of understanding. He’s taken lessons from the basketball court, the boardroom, and the classroom to create spaces where empathy leads to change. That ability to make an impact ripple beyond our immediate circles is a skill and a responsibility.

Nadine Williams, poet, author, educator, and cultural ambassador, brought lyrical truth to the discussion. She spoke about how breaking bread with someone can lower even the highest walls. She reminded us that we all have blues in our lives; they appear in different shades. Her reframing of ambition as investment rather than sacrifice struck many chords; seeing your dreams as something you are building into, rather than giving up for, changes your relationship to the work. Host Faith-Ann Allison, a Gen Z leader who embodies hustle, talent, and purpose, brought the day to life. She showed how joy and professionalism can sit side by side, each amplifying the other. 

Our Unbounded celebration also included moving tributes and amplification through lyrics, music, song and dance. The performances by Shalom Blue and the Riddim Fit Dancers carried the cultural heartbeat of the event, reminding us that art and movement are also forms of advocacy.

I left Unbounded with three convictions sharpened. Combating racism, bigotry, and prejudice is a 365-day commitment. People find strength in community; some gain strength by being that community for others. And the seeds we plant today matter whether or not we’re the ones to sit under their shade.

Have you ever been in a meeting when lightning struck? Have you ever had that moment when you see a concept, idea, or innovation that makes you so excited that you become blind to all potential pitfalls or traps? 

This is my highly speculative guess as to what happened to the folks at American Eagle. 

American Eagle launched a denim campaign with Sydney Sweeney and set the internet on fire. The hook? A pun. The big idea I referred to before. “Sydney Sweeney Has Great Jeans.” Jeans, genes. Clever enough to make a creative director giggle, bold enough to make a CMO high‑five their CFO, and, as it turns out, risky enough to light up America’s culture wars.

The stock popped. American Eagle added nearly $400 million in market cap in 24 hours. But then came the storm. Suddenly, this wasn’t about sales or stock prices. It was about race, beauty, politics, and the new reality of marketing in 2025.

That is why I think it really happened, as I guess. Somebody pitched the idea. Everyone thought it was super clever. They ran it up the flagpole, got buy‑in, and sprinted full steam ahead. No pause. No gut check. “Hey, should we run this past a few more people?” And in the attention economy, I understand it. Everyone wants the breakthrough idea. Everyone wants the viral moment.

But that rush cost them.

I can’t imagine they intended to be racist or demeaning. According to their data, nearly 50% of their associates are non-white – https://www.aeo-inc.com/inclusion-diversity/. However, when you play with words like “genes,” you don’t just play with fashion. You play with history. Eugenics. White supremacy. The “blue blood” myth goes back centuries, where pale‑skinned aristocrats with visible veins were seen as “pure.” It is not exactly a phrase you want to echo when your model is a blonde, blue‑eyed actress.

Now, I don’t for a second believe American Eagle set out to be racist. I’ve followed Craig Brommers, their CMO, for years. His team partnered with Crisis Text Line and collaborates with BeReal to push authentic connections. That’s not the work of someone blind to the world around them. But here’s the reality: intent doesn’t matter. How people respond does. For many, that response was to be justifiably offended, if not downright scared. 

In today’s America, outrage isn’t just expected, it’s monetized. As Evan Nierman wrote in Fast Company, “outrage has become its own form of currency.” Dan Granger said it even plainer in USA Today: “There’s a clear correlation between loud, polarizing content and successful ad performance.” That’s the playbook. The “outrage industrial complex.” And AE’s stock bump proves it works at least for a while. As of August 4, 2025, their stock is around $12.45, up nearly 16% from a month ago.

But here’s the question nobody seems to be asking: what’s the long game?

Sydney Sweeney? She wins here. This is right on brand for her. Glamorous. Provocative. Polarizing. She’s registered Republican, her family’s MAGA-themed party photos are out there, and she’s not exactly shy about controversy. And, to be fair, she’s told InStyle and Marie Claire that she actually wears American Eagle jeans, swears by them, and used to shop there when she wasn’t making big Hollywood money. So for her, this isn’t a stretch. It’s just another big headline.

But for American Eagle? This feels like a missed opportunity. They could have still had their pun. They could have leaned into “blue” jeans, flag, country, all of it—and done it with multiple spokespeople. America isn’t one face. America has many faces. Their customers are diverse. Their future is diverse. If they’d shown that in the campaign, they’d still be in the news for the right reasons.

That’s the part that frustrates me, as fixing this shouldn’t be so hard. Should it? I don’t want to be cliche and suggest that more diverse leadership, diverse voices, and a little more curiosity before going all in would have made the difference. If we all just look beyond our bubbles and assumptions, we can infuse diversity in our thinking. You don’t have to be diverse to understand this; you just need to broaden your field of view. 

Over the past few years, for some reason, the C-suite has decided that Marketing is less important than product, technology, or logistics. Time to think again. The headline to remember about this situation is that CEOs and Boards should realize that these campaigns are “just ads.” They’re not. Their statements. They’re signals. And in 2025, their financial events. Which means leaders need a plan. What do you do if people love it? How do you double down? What do you do if people ignore it? How do you adjust? What do you do if people hate it? How do you respond? And what do you do when one half of the country cheers while the other half screams?

Those aren’t hypotheticals anymore. 

You may run a brand and assert you’re not marketing separately to “left” and “right” audiences. Fair enough, but there is a lesson here. Test your ideas. Get multiple perspectives. Align with your values, and more importantly, align with the values of your loyal followers. Outrage might sell a few more jeans today, but it doesn’t build loyalty tomorrow.

American Eagle wanted attention. You got it. They also got a case study on how clever can turn careless, how inheritance can reek as privilege, and how tapping into mindsets works better when all minds are considered. 

Just when you thought there was nowhere else to go with the Coldplay Kiss Cam moment, one of the unwitting victims of the situation has struck back with a move bound to keep the internet bouncing. 

Astronomer has hired Gwyneth Paltrow as their new temporary spokesperson. 

As you probably know, Paltrow married Coldplay frontman Chris Martin from 2003 until their conscious uncoupling in 2014. Over a decade later, they are well-respected, having a very amicable split and a co-parenting approach. 

The video from Astronomer (https://www.linkedin.com/posts/astronomer_thank-you-for-your-interest-in-astronomer-ugcPost-7354641783793856512-f9LM?utm_medium=ios_app&rcm=ACoAAAE9sRQBgJZdxq08JLiRKKLhXemQO3Jpd3c&utm_source=social_share_send&utm_campaign=copy_link) features Paltrow sitting at a desk and ready to answer key questions. Here is the transcript. 

“Thank you for your interest in Astronomer. Hi, I’m Gwyneth Paltrow. I’ve been hired on a very temporary basis to speak on behalf of the 300‑plus employees at Astronomer. Astronomer has gotten a lot of questions over the last few days and they wanted me to answer the most common ones. Yes, Astronomer is the best place to run Apache Airflow, unifying the experience of running data, ML and AI pipelines at scale. We’ve been thrilled so many people have a newfound interest in data workflow automation. As for the other questions we’ve received? Yes, there is still room available at our Beyond Analytics event in September. We will now be returning to what we do best, delivering game‑changing results for our customers. Thank you for your interest in Astronomer.

According to Glamour Magazine’s Emily Tannenbaum, a contributing editor who covers Hollywood, television, movies, and pretty much anything you’re obsessing over on TikTok, Paltrow has now become the clear winner in this scandal.

In the video, hilariously, Paltrow did not, in fact, answer the most common questions, including “OMG! What the actual f?” and “How is your social media team holding up?” Instead, she explained that Astronomer is “the best place to run Apache Airflow,” a data workflow automation platform.

The big question on everyone’s minds is who created this stroke of genius. It is one thing for us to attribute the ability to turn content around quickly to technology, but the reality is that someone had to come up with this idea. 

The internet is cheering for them to get a bonus, a raise, perhaps even a spontaneous Cannes Lion award for marketing genius. I know I applaud them.

I also applaud Paltrow and Martin. I suspect he was consulted to ensure alignment on her being parachuted into the situation. While the approach to the content probably made it easy to digest, I am sure that the threat of lawsuits by the former Astronomer CEO and their own famous breakup on their minds needed some consideration.

The other unwitting victims in this story are the Astronomer employees. Imagine waking up, and your company is the butt of jokes in every corner of the internet. Sports teams and the media (image below from The Guardian)are dining out on the situation by recreating the moment in their own way. Your social media searches are going through the roof, and everyone suddenly wants to chat with you about culture.

I hope they like, perhaps love, this move their company made and maybe even encouraged them to make friendly replies to questions they are being hit with. I can only imagine what will happen when interlopers decide to show up at their September business event. It’s going to happen, you know it.

Finally, to make this come full circle, when does the soon-to-be ex-wife of the now ex-CEO of Astronomer get to hang out with Gwyneth?

Have you ever observed, with some measure of disdain, a group of people with their phones, cameras, lights and tripods tripping all over themselves at a tourist site, restaurant, museum, or luxury destination?

I know you have. I have.

Perhaps in your mind, you are wondering, does everyone have to act like they are Nicki Sunderland (@nicolemsunderland)? Do you need to tell me what your ultimate bucket list is, or how undiscovered this restaurant is, until your video blows the secret to the entire world? Can you put down that phone and enjoy the view?

You may not love influencers travelling the world and sharing their adventures; however, you cannot ignore their impact. Influencers are among the biggest drivers of the fascinating trend of #luxurytravel. A trend that is being driven not only by High Net Worth and Very high Net Worth individuals, but also the Aspiring individuals, those with $ 100k to $ 1MM in assets, according to McKinsey, who live in a world where homeownership seems out of reach and upscaling experiences may be seen as a sound alternative.

Luxury travel is everything from splurging on a Virgin Atlantic high-end “Retreat Suites”, complete with privacy doors, lie-flat beds, 17.3-inch entertainment screens, and in-seat minibars, to joining Iron Lady Golf on a golf trip to Valderrama in Spain or enjoying cozy, high-end gear setups after a day of hiking in the Rockies as inspired by the @wilderness_addict (Caroline Foster). For those who can afford it, Air France has created La Premiere cabin, recently launched onboard, but costs US$11,000 (£8,288.87) to travel between Paris & New York.

Influencers, according to tourism marketing executives, are a necessary evil for the industry, reports Ben Schlappig (https://onemileatatime.com/insights/travel-influencers/). However, they are not the only reason for this push to the front of the plane or getting one at the Four Seasons Explorer private yacht through the Maldives or an Airbnb Luxe at a Scottish Castle accessible by the Belmond Royal Scotland and replete with clay pigeon shooting and falconry.

According to the World Tourism Barometer, travel has surpassed its pre-pandemic levels, with a strong forecasted growth of 5%. However, recent issues with tourism to the USA may alter this forecast. According to Grand View Research, luxury travel is growing at a rate of 8-9%. Given that they spend on average $2,300 per trip, versus an economy traveller at $1,000 per trip, it is clear where tourism boards, travel companies, and others focus their emphasis. This is good news for the economy – https://www.barrons.com/articles/luxury-travel-economy-booking-outlook-fe2dafc9 as tourism is a larger employer in many categories than auto or resources, and will be much harder to be displaced by AI.

So don’t criticize those influencers too much!

For those seeking a more balanced and genuine travel influencer, consider Adam Boro (@AdamBoro), an aerospace engineer-turned-travel filmmaker, whom I was fortunate enough to meet in France recently. Adam appeals to me because he is a person who lives life to the fullest. His content isn’t meant to create FOMO; instead, it inspires, educates, entertains, and warms the heart. It’s about positivity.

The confluence of inputs driving luxury travel applies to all experiences. The Amadeus Traveller Tribes (https://amadeus.com/documents/en/traveler-tribes/reports/tribes-report-final-en.pdf) will leave you convinced that this is not a fad or a trend. With developments in data and technology influencing personalization in travel, mixed with political tensions and eco-anxiety, will drive the industry to service what is called Pioneering Pathfinders.

The direction of travel will impact how we live, learn, work, and entertain at home. Luxury travel is becoming the expectation of many and will continue to evolve. At the same time, utilitarian travel will also benefit, as those seeking value, timeliness, and simplicity will also surge in direct contrast. As in many categories, the offerings in the middle will lose out. Boom!

The timeless craft of a bricklayer requires a rhythm for their craft, a keen eye for levelling and patience of Job. From the preparation of the site to the accumulation of tools to the all-important corner leads, there are no shortcuts in the process. Each buttered brick needs to be checked and double-checked, and the instincts of a master are earned, not learned.

Did you know that over half of Europe is facing a severe shortage of bricklayers? According to Scottish Construction Now, the UK alone is short 75,000, which is a significant impediment to increasing the creation of affordable housing to tackle the issues of homelessness. With apprenticeships for training bricklayers running three to four years, this is not a deficit that can be quickly resolved.

Enter Salar al Khafaji, the founder of Monumental, who is building autonomous on-site construction robots by leveraging fast iteration of robot design. Its robots are derived from an AI software (Atrium) and have human-like precision, the ability to manage challenging terrain, and fit in the tightest spaces.

What do Salar, Zaileen Janmohamed (below left), Gareth Balch Below (below middle), Napheesa Collier (below right), Diana Matheson (below large), Samantha Dainty (Leach), Hildah Juma, Jay Downton, Kristy Coventry, and Zarah Al-Kudcy have in common? In the words of Bill Drayton, they are all Changemakers.

Drayton, the founder of Ashoka, a global organization promoting social entrepreneurship, is primarily credited with coining the phrase Changemaker. He began using the term “changemaker” to describe individuals — especially young people and social entrepreneurs — who see opportunities for social improvement and take initiative to make positive, systemic change. Drayton’s philosophy centred around empowering people to lead and innovate for the public good, emphasizing that change is not reserved for elites or institutions.

However, the term has too much of a social entrepreneurship shade to it. Despite my love for social entrepreneurship, I suggest we drop the word ‘social’ and examine all forms of entrepreneurship and intrapreneurship. According to Drayton, a changemaker is a person who:

Ashoka’s motto is: “Everyone a Changemaker.” Do you believe that? Do you see the Changemaker in yourself, or do you only see it in others? Do you think that Changemakers are only young people or civic-minded people?

A Changemaker can be a person reinventing an existing organization, launching a new one, or addressing a shortage of bricklayers or individuals who can utilize the Databricks platform. Consider the criteria above, which reflect problem-solving, paving a new path, and creating a lasting impact.

Then, close your eyes and think of the last, or following, significant challenge you faced personally or professionally. Mull it over. Imagine how you can solve it. Visualize the end game. Now write out a plan to make it happen.

The next time you pass a construction site, a homeless shelter, or a manufacturing plant, your eyes will now see past the people, the equipment, and the structures to the opportunities that will inspire the Changemaker within you.

We can’t credit or blame Alan Stillman, the founder of TGI Friday’s, for the expression “Thank God It’s Friday” or its prevalence in the workplace.

This expression of relief first surfaced in office culture some sixty years ago. I am often surprised to hear it still uttered. One may accuse me of being a workaholic for that comment, but they would be missing my point.

Yes, I do love work, and in fact, I do love Mondays. Not only because it’s the start of the workweek, but it’s also the start of my biological week. For me, Sunday is always the close of the week, not the beginning. That may be because I don’t go to Mass anymore. My Mondays have a double dose of celebration. First, I usually have an action-packed weekend, and if it was fulfilling, then Monday becomes a moment of reflection for a weekend well-lived. Secondly, I am genuinely excited for what my work week is bringing me.

The passion for my workweek includes looking ahead to opportunities to debrief with long-standing clients, excitement about meeting new people, tension around a pitch, or prepping for a public speaking event. Loving what you do for a living doesn’t mean I don’t have a whole life with lots of family time, socializing time, fitness time, reading time, friend time, sports time, and me time. I don’t break down my life into pie charts; it’s just my life.

However, as it comes to work and what the future of work looks like, I wonder when TGIM will replace expressions such as TIGF. For some people, they are going to make this switch on their own, and others are going to have it forced upon them. The third, or third and fourth, group (s) that don’t make this adjustment are going to be in for a permanent challenge as the reality of AI rendering so many middle management-esque tasks redundant. The employee who is comfortable in their comfortable role in their comfortable organization is about to experience massive discomfort.

The TGIM people of the world who are passionate about not only work but life, and can embrace uncertainty by creating their destiny, will have no problem with these massive shifts. Those who have long harboured disdain for their clock-watching colleagues may privately relish the demise of their cubicle, or virtual, teammates. Not that they are applauding another’s misery, but instead they will be welcoming the improvements in their work environment that an energized workplace will bring.

AI poses a threat to those who have no interest in advancing. AI is a playbook for those who embrace change. The roles of the future that will guarantee lifelong employment will be curative, creative, and collaborative. In short, they will be people business roles. Technology will eliminate the processor work we are bogged down with and free up the exciting work many of you relish.

Running over your colleagues to get to work does not make you a slave to the massive enterprise. It provides you with agency to manage your destiny, set your course, and deliver. Unless you, unlike me, have an inheritance that will provide for your family until the end of time, having a profession is a necessity. Funny how in some circles, that has become a negative.

It is a Friday when I am writing this, and I am excited for a weekend away with friends. I hope to read as much as I intend, join the Sunday cottage yoga session, and not swear too much at people in traffic. Come Monday, when my alarm rings, there will be a whole new week of exploration in front of me. A whole new week of great people to collaborate with. A whole new week of innovations to learn about.

TGIF. TGIM. Both can be true at the same time.

Despite not pursuing any scientific proof, I have long believed that pain is the most powerful motivator for humans.

Entrepreneurs often become adversaries of pain because they believe they can solve a problem better than anyone else. Frequently, those entrepreneurs are solving the most personal issue they face; at times, they are the only individuals who recognize it.

Volunteers volunteer to help tackle the ills they see. Coaches coach to ensure that local kids can play. Trainers train to help those who struggle with their fitness.

Social justice leaders battle for those who are unfairly discriminated against or compelled by the pain they witness in their community and their kind, often at significant consequences to themselves.

Are you at your strongest as an individual when fighting back against the fiercest situations in your life?

What happens to you when you face the longest odds?

When I sat for a final-day presentation at Cannes, I did not expect to receive a masterclass in motivation fueled by angst. I did know that the many motivating worlds of pain would collide on stage in the form of Felipe Simi, founder of Soko (now Droga5, Sao Paolo).

Simi is one of the most admired advertising leaders in Brazil. In fact, in 2023, he was named the most admired advertising professional in the country. For good reason, he founded his agency, Soko, in 2016. Through a unique blend of innovation, leadership, and commitment, he has grown it into a force of over 300 people, culminating in an acquisition by Accenture Song to join the Droga5 family. One of the key principles Felipe deploys is creative collaboration, founded on the belief that every person in the agency is innovative and contributes to the ideation process.

Another powerful innovation is Soko’s ability to connect brands with people and culture. Revolving around their unique and visually intriguing storytelling, which is akin to the people, society, and culture, Soko captivates its audiences and increases social media engagement. Soko believes in a “collaborative creative process and that no creative company can prosper without a broad repertoire of experiences that reflect the proportionality of the population.” In addition to great creativity and a client-centred approach, Soko is well known for leveraging cutting-edge technologies and pushing boundaries.

Back to Felipe on stage at Cannes. I cannot translate his message perfectly, but I will start with his closing message when asked to deliver a final jolt of inspiration to the audience. Perhaps a more fitting opening would be to tell you that the audience broke into a joyful dance to custom music from the agency, with the moderator’s encouragement. I may even begin with the story Felipe shared, accompanied by a too-sweet video of him dancing to Madonna as a young child, when he first felt shame for who he was.

The collision that Simi referenced fuels many entrepreneurs’ daily efforts. It is the collision of your professional world with something powerfully personal, the flame inside that gets you out of bed, standing tall, and ready to conquer the day’s challenges. It is our fuel. It is the true origin of your superpower. It is your most precise definition of why.

However, I have never heard this recipe presented in the way Felipe shared. In his concoction, the core ingredient to include first is the deepest pain you have ever encountered. In his case, I assume it was the shame that society, and perhaps people close to him, made him feel for his sexual identity. (Cue the childhood dance video.) The impact of his perspective is that Felipe embraced the shame he felt and turned it into his rocket fuel as he navigated the advertising universe, where he encountered a dearth of diversity at every turn. For example, he mentioned having worked with only one Black person in a country that is over 52% Black. In addition, he never worked with someone who was trans. These challenges led to the launch of Soko.

Soko became his revenge project, a platform to demonstrate the power of diversity—the power of having differing voices in a room to create different stories, the power of seeing diversity not just in backgrounds but also skill sets—a diversity that he had not seen in his years of advertising work.

He describes Soko as living somewhere between chaos and cause.

His closing message was, “We will take this shit over!” His reference is for all those who have been underestimated to realize that the conventions of the advertising industry can be broken.

His mantra for his collaborators is powerful and worth endlessly repeating: “We were doomed to be invisible, so we had to become undeniable.”

Felipe Simi, I can assure you that many heard you and they will take this shit over.

MH3