When Playing It Safe Becomes the Biggest Risk in Communications

Growing a Brand in Unspoken Spaces featuring David Gaylord

In this episode of Message Received, host Jennifer Madigan speaks with David Gaylord, Co-Founder and CEO of Bushbalm, about what it takes to build a brand in a category most people aren't comfortable talking about. They explore how Bushbalm found its voice through in-person conversations with early customers, why high engagement doesn't always mean positive brand impact, and how the company has evolved from UGC-driven marketing to intentional, visually compelling branded content.

Perception, Positioning, and the Space Between

In this episode of Message Received, host Jennifer Madigan speaks with Lindsay Fair, Invest Ottawa’s Vice President, Marketing, Communications and Bayview Impact, about the idea of brand perception and why most organizations misunderstand it. They explore the difference between brand and branding, how to discover what people actually think about your brand, and why a visual “refresh” or campaign often fails to address deeper misalignment between brand promise and experience.

The Gap Between Intention and Impact

To learn more about the Indigenous Communications Toolkit — a resource designed to help teams communicate with clarity, care, and cultural respect — you can explore it here: https://deplume.ca/indigenoustoolkit

When Playing It Safe Becomes the Biggest Risk in Communications

In the first episode of Message Received, host Jennifer Madigan speaks with Jennifer Stewart, Founder and CEO of Syntax, about how communications has evolved over the past decade and what that shift demands of leaders today. They explore the move from traditional media to fragmented digital channels, why communications must be treated as a C-suite function, and how over-caution, over-approval, and the pursuit of perfection can slow progress and weaken impact. Stewart shares practical insights on originality, leadership visibility, and why momentum and clarity matter more than flawless execution. The conversation ultimately makes the case that in today’s environment, playing it safe often carries more risk than moving with intention and that credibility is built by showing up, not waiting.