What if the secret to building a high-performing team wasn’t in your systems, but in your sense of humour? In this episode, Hayley Bohan is joined by the always-energizing Michael Kerr — international speaker, author, and “Workplace Energizer” — to unpack how small businesses can lead with intention, laugh more, and create cultures that don’t suck the soul out of their people.

If you’re a small business owner juggling all the hats and hiring your first few team members, this one’s for you.

Michael Kerr is a Canadian Hall of Fame speaker, founder of Humour at Work, and the author of nine books — including his latest, Small Moments, Big Outcomes: How Leaders Create Cultures That Fuel Extraordinary Results. For over 25 years, he’s been travelling the globe to help organizations create more collaborative, humane, and hilariously effective workplaces. Learn more at mikekerr.com.

• Why humour is a leadership superpower (even if you don’t think you’re funny)

• Michael’s leap from senior leadership to solo-preneur speaker — and what made it stick

• The difference between managing and leading culture (yes, even with just 2 employees!)

• What happens when values are just words on a wall — and how to bring them to life

• The ROI of culture: retention, trust, and brand reputation

• Why a sense of purpose makes employees stay (even when they get better offers)

• The one value that transformed a company’s culture: “100% Jerk-Free Workplace”

• Plus: Michael’s practical tips on building culture without spending more money or time

• Michael’s book: Small Moments, Big Outcomes

• Michael’s Website

• Michael on LinkedIn

• Michael on YouTube

Website | Instagram | LinkedIn

If you’re building a brand that’s rooted in purpose and people, don’t just focus on the outside perception. Start from the inside — and lead with humour.

• (00:00:01) - Daring Heart and Strategy in Small Business Marketing
• (00:01:41) - How to Change a Soul Sucking Workplace
• (00:06:01) - Why Leaders Should Lead With Humor
• (00:10:22) - How to Build a Culture of Excellence in your Business
• (00:17:31) - Importance of values in a small business
• (00:21:25) - The Value of Humor at Work
• (00:24:59) - How to Train Your Dog to Sleep
• (00:26:48) - Building a Business on a Slow Start
• (00:31:50) - Do You Get Any Repeat Jobs?
• (00:33:06) - How to Think of Yourself as a Culture Leader
• (00:35:26) - A sense of purpose in the workplace
• (00:42:15) - Valuing your Employees: The 2
• (00:43:22) - How to Build a Culture of Excellence
• (00:45:14) - A message about leadership and culture
• (00:46:38) - Daring Dreams

What if a life-changing diagnosis became the start of your biggest impact?

At just 33, Jessica Baladad found a lump that would set her on an entirely new path. In this powerful and heartfelt episode, host Hayley Bohan sits down with Jessica to hear how she turned a breast cancer diagnosis into a mission-driven business that’s helping people around the world take control of their health.

With no tech background, Jessica taught herself how to build an app, and ended up creating Feel For Your Life, a globally downloaded, free resource for self-exams, reminders, and even AI-powered pathology report support.

This is entrepreneurship rooted in purpose. It's about turning pain into power, and a personal story into a global movement.

Jessica Baladad is a six-year breast cancer survivor, self-taught app developer, and founder of Feel For Your Life — the first self-exam and breast health tracking app built by a patient, for patients. Her app has been downloaded tens of thousands of times across 147+ countries and includes a first-of-its-kind AI feature to help users interpret complex pathology reports.

Jessica has been featured on Good Morning America, USA Today, Upworthy, and more — and has even partnered with the NFL's Crucial Catch Campaign. Beyond the app, she’s become a powerful voice in healthcare advocacy, working on state legislation, speaking before members of Congress, and pushing for access, equity, and transparency in the healthcare system.

✅ How Jessica turned a personal health crisis into a global mission
✅ The origin story of Feel For Your Life — and how it started in the shower
✅ How she taught herself to build an app (and rebuilt it from scratch after a server fire!)
✅ Her mindset shift from “Why me?” to “Use me.”
✅ Why storytelling — not just strategy — was key to media visibility
✅ The AI tool helping patients understand pathology reports
✅ How she keeps the app free through sponsorships and speaking
✅ What to do when someone says “you can’t” (hint: her answer is “watch me”)
✅ Advice for anyone who wants to turn a difficult experience into advocacy or impact
✅ Her personal story of catching a precancerous mole during a recent self-exam

• Feel For Your Life App (available on App Store + Google Play)

• Breastfriend AI: in-app tool to interpret pathology reports

• How to find Jessica:

  • Instagram: @jessica.baladad

  • LinkedIn: Jessica Baladad

  • Twitter: @jessica_baladad

  • Facebook: Jessica Baladad

Download the Feel For Your Life app and start your monthly self-exams today.
Share this episode with a friend, sister, or partner — it might just save a life.
Want to build something meaningful from your story? Let Jessica’s journey inspire your first step.

Subscribe to Daring Dreams: Heart & Strategy in Small Business Marketing to hear more stories where purpose meets entrepreneurship. Follow Hayley Bohan on Instagram @hayley_bohan and connect at marketingonpurpose.ca for marketing coaching, branding insight, and more.

• (00:00:00) - Can You Defeat The Negative?
• (00:00:19) - Daring Dreams: Jessica Baladad
• (00:01:50) - I Found A Lump in My Breast When I Was 18
• (00:06:36) - Jessica Jones on the Fight for Your Life
• (00:11:00) - Breast Cancer Care: Feel for Your Life App
• (00:14:49) - How the Self-Examination App Got Viral
• (00:18:41) - The 'Self-Examination' App
• (00:21:53) - So what would you say to somebody else who maybe wants to do
• (00:23:08) - The Secret to Making Money in Business
• (00:27:10) - Susan Boyle on Her Fight Against Breast Cancer
• (00:28:34) - Feast for Your Life: The App

What happens when you combine marketing strategy with radical empathy?

In this episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Kerri Carroll, founder of KC’s Clutter Cure, to explore how real connection, clear differentiation, and genuine purpose can drive a business forward even in the most non-traditional of niches.

Kerri didn’t set out to become a decluttering expert. But through a background in psych nursing, a passion for people, and a curiosity about human behaviour, she built a business that helps clients navigate hoarding and squalor with compassion and strategy. And she did it all in her 50s, by leading with service, leaning into visibility marketing, and identifying a differentiator most others would avoid.

In this episode, you’ll learn:

• How to identify a market gap and confidently niche into it even if it's emotionally sensitive
• What it really means to build a trauma-informed, service-based brand
• Why word-of-mouth and visibility are still your best marketing tools
• What to do when someone disses your clients on social media (or disses you)
• The mindset shift every solopreneur needs when starting later in life
• How in the depths of despair, you too can rise.

This isn’t a “build your business in 30 days” kind of episode. It’s a real, honest look at what it means to show up for your clients, build trust, and stand out in a deeply human way.

Meet Kerri Carroll Founder | Speaker | Coach | Advocate for Transformational Change

Kerri Carroll is the founder of KC’s Clutter Cure, a professional organizing and coaching business that helps people move beyond physical, emotional, and lifestyle clutter. With a background in psych nursing and executive leadership, and a sharp eye for human behaviour, she brings empathy and practicality to one of the most overlooked service sectors in small business.

KC’s Clutter Cure specializes in hoarding, squalor, and chronic disorganization — but what Kerri really helps her clients declutter is shame. And she’s building a standout brand while doing it.

Learn more on Kerri's Facebook page.

Mentioned in this episode:

1. Hayley’s Book: Brand-Worth-Loving: How to Build an Authentic Small-Business Brand that Inspires
2. Build Your Buyer Persona Course

Takeaway Thought: If you’ve ever wondered whether your business is “different” in a way that might make it harder to market, this episode will show you how that difference can become your greatest strength.

Would you ever believe that worms and laughter could be the foundation of a successful business—and a killer marketing strategy?

In this episode, Hayley Bohan sits down with Cathy Nesbitt, founder of Cathy’s Crawly Composters, to dig into the dirt (literally!) on unconventional marketing, media magnetism, and how staying rooted in purpose can power your brand visibility.

Guest Introduction: Cathy Nesbitt is a health and sustainability advocate, a multi-award-winning entrepreneur, and the founder of three eco-minded ventures: Cathy’s Crawly Composters, Cathy’s Sprouters, and Cathy’s Laughter Club. Based just north of Toronto, Cathy has been transforming perceptions of composting for over 23 years—and she’s been featured in over 300 media stories for her efforts.

Summary: Cathy shares her incredible marketing journey, from launching a worm composting business nobody wanted to touch, to becoming a sought-after media source and workshop leader. She dives into:

• How she used timely press releases and current events (like the 2002 Toronto garbage strike) to generate buzz.
• Why educating through schools became her gateway strategy.
• How laughter yoga helped her combat burnout—and became her next marketing tool.
• Her grassroots approach to visibility: showing up everywhere, pitching creatively, and saying “yes” to media.

Marketing Takeaways:

• The power of press releases in positioning yourself as a solution.
• Why passion-fueled persistence outperforms polished strategies.
• How leveraging personal quirks and authenticity makes your business magnetic.

Resources & Links:

1. Cathy's Crawly Composters Website
2. Free Laughter Yoga Tuesdays
3. Cathy's YouTube Channel

4. Cathy's Linked In

5. Marketing On Purpose

Got an unconventional business idea? This episode will convince you to stop hiding and start pitching! Subscribe, leave a review, and join our marketing community over at Marketing On Purpose.

Welcome to another episode of Daring Dreams: Heart & Strategy in Small Business Marketing. In this episode, Hayley Bohan sits down with Sean Casey, a seasoned entrepreneur and Professional Golf Association of Canada coach, who shares his journey of building BurlOak Indoor Golf—an innovative, full-service golf facility catering to golfers year-round.

Key Takeaways:

1. The Power of Taking the Plunge: Sean emphasizes the importance of committing fully to your vision, even when the path is uncertain. His journey from concept to opening Burloak Indoor Golf highlights the need for perseverance and adaptability.
2. Navigating Challenges: Learn how Sean overcame the hurdles of COVID-19 shutdowns and the unexpected closure of his previous academy, leading to the birth of a new business that not only survived but thrived.
3. Creating a Premium Experience: Discover the thought process behind creating a high-end golf facility, from selecting the right location to designing an unforgettable customer experience. Sean’s focus on quality—from the technology used to the ambiance—sets Burloak apart in a competitive market.
4. Balancing Work and Life: Sean opens up about the challenges of maintaining work-life balance while running a demanding business. He shares practical advice on stress management and the importance of staying passionate about your work.

Resources & Links:

Burloak Indoor Golf – Check out Sean’s golf facility in Burlington, Ontario.

HeartMath – A tool mentioned by Sean for managing stress through mindfulness and heart rate variability.

Getting Started- Check out the Marketing On Purpose Academy and set the foundation for consistent and more predictable revenue.

Feeling inspired to turn your passion into a thriving business? Tune in to hear Sean’s journey and take the first step towards making your dream a reality.

In this powerful episode of Daring Dreams, Hayley Bohan sits down with Darren Dawson, founder of Common Sense Defense for Women. Darren didn’t start a business because he wanted to — he started it because someone had to. After 15 years on the frontlines as an RCMP officer, witnessing the aftermath of violence against women, Darren knew he couldn’t just respond — he needed to prevent. But building a purpose-driven business is one thing. Marketing it? That’s a whole other story.

Tune in for a heart-led, strategy-rich conversation where Hayley gives real-time marketing advice to help Darren get his mission in front of the women who need it most. From identifying his ideal customer to ditching discounts and leaning into emotional messaging, this episode is packed with strategic gems for entrepreneurs who are driven by more than just profit.

In this episode, you’ll learn:

• Why Darren created a self-defense course just for women — and what makes it different
• The marketing mistake many purpose-driven businesses make (and how to fix it)
• How to shift your mindset from “discounts” to “emotional connection”
• The power of partnerships and how Darren used them creatively to gain visibility
• What to do when social media isn’t working, and where to focus instead
• Why identifying your real ideal customer changes everything

About Darren Dawson:

Darren is a retired RCMP officer and the founder of Common Sense Defense for Women, a six-hour course designed to empower women with simple, practical skills to stay safe. His mission? To teach as many women as possible how to protect themselves — physically and mentally — in a world that too often leaves them vulnerable.

Connect with Darren:

Common Sense Defence Website

Facebook

Instagram

Mentioned in this episode:

Big Magic by Elizabeth Gilbert

CPR/First Aid training partner: Life Start

Buttercup Cookie Lady collab (Moncton, NB)

✅ If you’re a purpose-driven entrepreneur struggling to turn your passion into visibility, this episode is for you. And if you believe in Darren’s mission, share this episode — you might help someone take the course that changes everything.

In this powerful episode of Daring Dreams, host Hayley Bohan sits down with Pam Pastrik, founder of NB Copes, a nonprofit that provides creative, holistic grief support to families navigating the loss of a loved one. Pam’s journey began with personal tragedy, but she transformed her pain into a purpose-driven organization that’s helping others heal. Along the way, she has faced the unique marketing challenges of building a nonprofit—crafting a message that’s not just compelling, but deeply personal and heart-centered. Pam shares the marketing strategies that have helped NB Copes grow and become a key player in supporting grieving families on the East Coast. With a focus on local engagement, long-term community building, and art therapy, Pam’s story is both inspiring and insightful for anyone navigating the complexities of nonprofit marketing.

You’ll hear about:

• Storytelling as a core marketing tool: Pam’s ability to authentically share her own experiences with loss helped establish deep emotional connections with families, sponsors, and supporters. Building a grassroots movement: How Pam shifted from a national organization to a local nonprofit, enabling NB Copes to resonate with local stakeholders and donors.
• The power of long-term communities: Instead of short-term programs, NB Copes fosters ongoing relationships between grieving families, creating a lasting support system and reinforcing loyalty to the organization. Art therapy as a differentiator: Learn how Pam’s passion for art became a key part of NB Copes’ brand, positioning it as a unique service in the region.
• The importance of advocacy and evidence: Pam explains how she used research on the impact of grief on children to convince stakeholders of the nonprofit’s importance, helping to secure critical funding.
• Leveraging relationships: Pam highlights how forming meaningful connections with key community members helped her gain traction for NB Copes, ultimately leading to organic growth and deeper community involvement.

This episode isn’t just about marketing a nonprofit—it’s about doing so with heart. Pam’s approach is a masterclass in blending purpose, passion, and strategy to build an organization that truly makes a difference.

Guest Bio: Pam Pastrik is the founder of NB Copes, a nonprofit dedicated to supporting families coping with grief and loss. Drawing from her personal experiences and her background in art therapy, Pam has created a grassroots movement that combines creativity, community, and compassion to provide long-term healing for families. NB Copes offers family retreats and art-based programs designed to foster connection and offer holistic support. Learn about NB Copes here.

Key Takeaways:

1. Storytelling Matters: Personal stories are the cornerstone of nonprofit marketing. Pam’s willingness to share her own grief has helped her build trust and engage donors.
2. Long-Term Connections Build Loyalty: Fostering a sense of community beyond single programs creates a strong, supportive network that stays engaged with the organization.
3. Use Your Passion to Differentiate: Incorporating Pam’s background in art therapy has not only provided healing for families but also helped NB Copes stand out in the nonprofit space.
4. Start Local for Sustainable Growth: Focusing on local engagement, Pam was able to establish a grassroots movement, building support through authentic relationships.

Are you inspired by Pam’s story of purpose-driven marketing? Don’t miss this chance to learn how to build a nonprofit brand with heart. Subscribe to Daring Dreams and share this episode with anyone interested in nonprofit marketing or community-building strategies.

If traditional marketing feels like a noisy echo chamber of reels, funnels, and fake connection — this episode will feel like a breath of fresh, ocean air.

In today’s episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Sonia Strobel, co-founder and CEO of Skipper Otto, one of the first community-supported fisheries in the world. Sonia isn’t just selling seafood — she’s redefining how we market, how we connect, and how we build lasting loyalty through genuine relationships. From launching Skipper Otto on a scanned-photo website and 40 mailed-in checks to building a thriving B Corp with over 8,000 members and 45 fishing families, Sonia’s story is full of inspiration, grounded leadership, and marketing wisdom rooted in purpose.

What We Cover in This Episode:

• How Skipper Otto flipped the seafood industry by putting people and sustainability first
• The marketing power of storytelling and actually knowing your customer
• Why Sonia focuses on relationship-building over ad budgets — and gets 80% year-over-year retention The systems Sonia built to support team trust, leadership, and long-term growth
• How Skipper Otto uses customer-fisher connection as their secret marketing weapon
• Creative campaigns that build emotional bonds (hint: secret Santa letters from customers to fishers!
• Why purpose-built businesses need to define “enough” and ignore the growth-at-all-costs model
• Sonia’s approach to letting go of control as a founder — and why it’s crucial for scaling with soul

Marketing Takeaways You’ll Love:

• Marketing is trust-building.
• Relationship-first companies don’t need aggressive funnels — they build movements.
• Genuine connection > algorithmic tricks.
• What Sonia’s doing can’t be faked — and that’s exactly why it works.
• Embrace slow marketing. You don’t need to “go viral” to create deep, lasting impact.

More About Sonia Strobel & Skipper Otto: Sonia is a former high school teacher turned trailblazing entrepreneur. Since 2008, she’s led Skipper Otto in reshaping the seafood industry with values like transparency, community, and living wages. She’s also a passionate advocate for food system reform, small-scale fishers, and mentorship for purpose-driven businesses.

Resources & Links: Learn more or become a member at skipperotto.com Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com.

Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca Instagram: @hayley_bohan

Loved this conversation? Share this episode with a business buddy who’s tired of soulless marketing. And don’t forget to subscribe so you never miss a dose of heart + strategy.