Marketing That Feeds the Soul: Building Loyalty Through Real Relationships with Sonia Strobel

Leading with Humour with Michael Kerr

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. GUEST BIO: 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 [https://mikekerr.com]. IN THIS EPISODE: * 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 RESOURCES MENTIONED: * Michael’s book: Small Moments, Big Outcomes [https://mikekerr.com/books/small-moments-big-outcomes/] * Michael’s Website [https://mikekerr.com] * Michael on LinkedIn [https://www.linkedin.com/in/michaelkerr3/] * Michael on YouTube [https://www.youtube.com/channel/UCeaRB1AE5C_RWBjK87wwRYg] CONNECT WITH HAYLEY: Website [https://www.marketingonpurpose.ca/] | Instagram [https://www.instagram.com/hayley_bohan/] | LinkedIn [https://www.linkedin.com/in/hayleybohan/] ️ DON’T MISS: 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. CHAPTERS * (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

The Truth Behind the Brand: Ish Bell on Healing, Identity & Showing Up Real

What if the biggest block in your business has nothing to do with your strategy — and everything to do with your story? In this raw and powerful episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Ish Bell, founder of Bells Media, to explore the deep inner work that transformed his business from surface-level hustle to a purpose-driven brand built on truth, story, and healing. But this conversation goes beyond business. It touches on father wounds, identity, vulnerability, and growth — the kind of growth that starts on the inside and ripples into everything you do, especially how you show up in your brand. You’ll also hear guest moments from Marci Mendonça, Ish’s partner in life and in Bells Media, as they share the story of how their own healing work led to helping others find their voice, their confidence, and their content style — all by starting with the truth. This is one of the most meaningful episodes we’ve ever recorded. It’s longer than most. But it’s absolutely worth your time. What We Talk About: * The moment Ish decided to find his father after 20 years — and how a coaching conversation sparked it * How hidden wounds and unresolved identity can block growth in your business * The journey from chatbots and hustle to healing and content creation with heart * Why so many entrepreneurs struggle with showing up on camera (and how to fix it) * How Bells Media helps entrepreneurs uncover their story, define their content style, and create aligned short-form content that actually resonates * Why vulnerability and truth are strategic tools — not just emotional ones * The mindset shift that unlocked Ish’s confidence, clarity, and next-level business * How content rooted in you builds real connection — and real momentum Key Marketing Insight: Your story is your brand. And when you tell it with honesty, vulnerability, and confidence, your content becomes magnetic. That’s the strategy behind what Bells Media does, and this episode shows you what it looks like in action. Additional Resources: * Learn more about Bells Media: https://stan.store/BellsMedia [https://stan.store/BellsMedia] * Follow Ish on Instagram: @becomingish [https://www.instagram.com/becomingish?igsh=b3gybTVndjAzdnht] * Want to find your brand’s purpose? Start with Hayley's book: Brand Worth Loving [https://www.amazon.ca/dp/1738002608?ref_=cm_sw_r_cp_ud_dp_H5ZZDGAE2D78ZH8NZ1RJ]: How to Build an Authentic Small-Business Brand that Inspires * Follow Hayley on Instagram: @hayley_bohan [https://www.instagram.com/hayley_bohan/] If this episode moved you, share it with someone else who’s on a healing or entrepreneurial journey. And don’t forget to subscribe and leave a review — it helps us reach more heart-led entrepreneurs just like you. CHAPTERS * (00:00:00) - "I Left My Younger Self Behind" * (00:00:47) - Daring Dreams * (00:01:52) - How John G Became an Entrepreneur * (00:04:26) - How to fund your dream to travel the world with a business * (00:08:55) - How to Make Rs 10,000 in a Year * (00:14:02) - How to travel the world with a video editing * (00:19:04) - The Power of Conversational Content * (00:21:14) - Go and find your father * (00:25:58) - Find Your Dad * (00:30:01) - I Finally Saw My Dad For The First Time In 10 Years * (00:35:07) - Vulnerability Is the Scariest Thing In Life * (00:39:48) - The Healing Process of Consulting * (00:44:29) - Bell's Media: Exploring New Offerings * (00:48:51) - How to grow a business with depression * (00:54:42) - How to Heal Your Soul With Feng Shui * (00:55:34) - In the End: Leaving a Legacy * (00:57:09) - Enjoy the Journey * (01:02:26) - How to Get Out Of Your Own Authenticity * (01:06:49) - Daring Dreams: A Business Story

Actually, I Can: How Jessica Baladad Turned a Cancer Diagnosis Into a Global Health Movement

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. MEET OUR GUEST: JESSICA BALADAD 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. WHAT YOU’LL LEARN IN THIS EPISODE ✅ 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 MENTIONED IN THE EPISODE * Feel For Your Life App [https://www.feelforyourlife.com] (available on App Store + Google Play) * Breastfriend AI: in-app tool to interpret pathology reports * How to find Jessica: * Instagram: @jessica.baladad [https://www.instagram.com/jessica.baladad/] * LinkedIn: Jessica Baladad [https://www.linkedin.com/in/jessicabaladad] * Twitter: @jessica_baladad [https://twitter.com/jessica_baladad] * Facebook: Jessica Baladad [https://www.facebook.com/JessicaBaladad01/] 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. LET’S CONNECT! 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. CHAPTERS * (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

Stop Posting, Start Connecting: The Power of Knowing Your People with Tara Daye-Blackmore

Feeling stuck in your marketing? You might be missing one crucial piece — really knowing who your ideal client is. Like, really knowing. Episode Summary: In this heart-and-strategy-packed episode of Daring Dreams, Hayley Bohan sits down with Tara J. Blackmore, certified personal trainer, holistic nutritionist, and founder of Clover’s Training & Nutrition — to talk about how getting clear on her ideal client transformed everything in her business. From confused messaging and social media overwhelm to a fully booked calendar and the most successful summer of her career — all without increasing her marketing. (Yes, really.) Together, they dive into: * Why narrowing her niche didn’t mean narrowing her impact — it multiplied it. * How Tara used Hayley’s buyer persona process to discover who she actually serves best. * The surprising insights she learned from client interviews (even when she thought she already knew the answers). * How she changed her messaging to match what her dream clients actually needed to hear. * Why “success without setbacks” became her signature approach. * The marketing mindset shift that led Tara to post less and grow more. Whether you’re a service-based entrepreneur, wellness professional, or just tired of marketing that doesn’t feel like you — this episode will give you clarity and confidence in how you show up. Resources & Mentions: * Hayley’s Buyer Persona Course [https://marketingonpurpose.thrivecart.com/build-your-buyer-persona-online-course/] (the one Tara took!) * Follow Tara on Instagram: @taradayeprotrainer [https://www.instagram.com/cloverstraining] * Connect with Hayley Bohan on Instagram: @hayley_bohan [https://www.instagram.com/hayleybohan] If you're spinning your wheels online or not connecting with the right people, it might be time to go deeper — not broader. Tune in now and learn how narrowing in can open big doors. CHAPTERS * (00:00:01) - Daring Dreams: Tara J. Blackmore * (00:00:53) - How Personal Training Went From Gym to Business * (00:02:43) - The Process of Developing the Clover Training Brand * (00:04:34) - How To Become a Real Client's Ideal Client * (00:05:06) - Identifying the clients you can work with * (00:06:25) - The Process of Identifying Your Perfect Client * (00:11:24) - Private Training Coach and Entrepreneur * (00:13:09) - How long does it take to become fully-time employee? * (00:13:57) - Starting a Business on Your Own * (00:16:43) - You Started Marketing Less * (00:21:17) - Personal Trainers on Social Media * (00:22:20) - Your Wellbeing Coach and Personal Trainer * (00:24:28) - Plant Your Feet:

Marketing That Feeds the Soul: Building Loyalty Through Real Relationships with Sonia Strobel

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 [https://skipperotto.com/] Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn [https://www.linkedin.com/in/sonia-strobel/] Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com [https://skipperotto.com/]. Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca [https://www.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.