Vancouver Board of Trade

August 27 2016

Discovery Series – Lessons in Leadership

ftyang Archive, Business Seminar Business Seminar, Kari Lockhart, Leaders of Tomorrow, Lori Mathison, Sujeet Kini, Vancouver Board of Trade 0

Date: August 17, 2016

Name: Discovery Series – Lessons in Leadership

Presenters: Lori Mathison, Kari Lockhart, and Sujeet Kini

Successful leaders differentiate themselves in the workplace; moreover, accomplished industry leaders create meaningful connections and insights in their career paths. Board of Trade invites Lori Mathison, the Managing Partner of Dentons Canada LLP, Kari Lockhart, Partner of Deloitte, and Sujeet Kini, the Chief Financial Officer at Hootsuite Media Inc, to share their key success factors in their career. In addition, all presenters have Certified Professional Accountant designation, and they will discuss how they benefit the internationally recognized designation to accelerate their careers. This presentation will benefit all young leaders who are pursing accounting designation.

Lessons from Lori Mathison

Lori Mathison started her career from a law firm called Fraser & Beatty. The firm later became Fraser Milner Casgrain LLP. In 2012, the firm was combined by Dentons. Mathison emphasizes her career was not easy, but she believed in order to be successful, leaders need to be different.

The approach of CPA designation was a huge asset for her because not all lawyers have CPA designation. This was different and it made standout from other lawyers. During her career journey, she discovered her passion in tax. She refocused her direction and move to tax concentrate path. CPA designation helped her explore more clients and accelerate her creditability in her career. Mathison was thankful for CPA because it made her business relationship stronger than ever.

Mathison believes leaders need to build on relationship. They need to be committed and be involved. Mathison recommends young leaders to get on the board or committees in an organization they love. They can start with a small committee and move on the director in the future. Being on the board helps Mathison improve her strategic thinking.

Mathison lists 4 major key to success.

Find and optimize leader’s differentiator
Tackle leader’s weakness
Value all relationships
Earn it

Leaders need to develop skills and use it as a business generator. Leaders in this generation require passion that turns innovate new ideas into niche industry. The key question is “What makes leader special?”

Mathison admits she is afraid of public speaking. She mitigates the weakness by teaching baby class about tax. Leaders must value all relationships because all interactions are like opportunities. Leaders must always have the mindset of “no one will hand them success”. They must go out there and earn it.

Leaders should have work-life balance and have the ability to take a long term view. They should learn how to make choices and say “no”. They should embrace team approach because feedback is helpful and it can discover better result.

“All of us is smarter than one of us”

“When you say no to something, you are actually saying yes to something else”

Lessons from Kari Lockhart

Kari Lockhart started her career at Ernst & Young. She received her CA designation and pursued her career in London Ernst & Young. In London, she got approached by someone who worked in Enron. However, she turned down the offer and went to a middle energy company called “Dynegy”.

Many people have the conception that Enron blew up overnight. Lockhart disagreed. When Enron hit 1.2 billion on their equity, Lockhart thought nothing would happen. Dynegy had the opportunity to buy Enron. When more bad pressed appeared on Enron, it affected Dynegy. Eventually a 2 billion lawsuit hit Dynegy.

Dynegy was in crisis. Lockhart explains without her designation, she could not make it. Three years later, Dynegy got liquidized. The Chief Executive Officer resigned and the responsibility got transferred to Lockhart. She needed to work with the president to shut the company down. She sold all the assets, turned off the light and moved back to Vancouver.

Afterwards, she managed to work at BC Hydro. Lockhart quitted after 2 months because she could not handle from going crazy environment to government. She went work with a startup that involved with online poker, but the company got brought out in 6 months.

Lockhart realized Vancouver is a different market. It was all about relationship. She headed back to Ernst & Young and worked in the technology sector. Her success in technology sector got attention by Deloitte. While in Deloitte, she loved technology, but the organization kept pulling her into Mining sector. By sticking with passion, she managed to help Deloitte to grow up the practice by focusing on helping small business companies on finance.

Lockhart lists 3 major key to success

Follow the heart and the passion
Do not over think too much
It will work out in the future if leaders stuck with it

“Follow your gut, success will come”

Lessons from Sujeet Kini

Sujeet Kini works in Hootsuite Media Inc, the world’s most widely used social relationship platform. It raised over 250 million to drive hyper growth with over 2500 enterprise customers. Hootsuite has over 14 million users, 200 and more integration with 175 countries. The organization has over 800 employees and adapted 800 of the fortune 500 companies.

Kini explains the speed of change has increased in all industry. It takes telephone 75 years to reach 50 million users; in addition, it takes 38 years for radio and 13 years for television. However, it takes 4 years for internet, 3.5 years for Facebook and 3 years for iPhone. This shows social media is here to stay.

Kini started his career in PricewaterhouseCoopers as senior associate. He moved to GT Group telecom as Senior manager and later to Direct Energy as Controller. Afterwards, he transferred to Open Text as Chief Financial Officer and now the Chief Financial Officer in Hootsuite.

Kini shares the evolution of accounting. Originally, people refer to accountants as the bookkeepers. When companies are evolving, people starts refer them as bean counters. As they starting to drive or influence the decision making, accountants refer to themselves as “the smartest guys in the room”. Accountants starts to aim form creative accounting, which make them as “the custodian and allocators of capital”, which means they are having equilibrium in the organization.

Leaders who are in accounting field must always remember what the letters after their name means. Kini emphasizes leaders’ reputation is their badge of honor. These letters made them become the trusted expert.

Skills trump title. Leaders must distinguish between the authority of ideas and the idea of authority. Leaders focus on skills they learn because it can change their career perspective. Title can only get to certain point, and leaders need to sell in order to sustain their success.

Work-life balance can be difficult for accountants. The key for leaders is to find the right way to get ready to manage their lives.

During interview, Kini looks for integrity. He believes hiring for integrity is important because skills can be trained later.

Question and Answers

There are many kinds of leadership style. Mathison believes in collaboration. Lockhart wants to be pioneer and wants to try new things. Kini looks for empowerment. Aside from work, Lockhart spends time with the Board of BC Technology to stay connect with the industry. Kini has the passion about reading and writing because writing can articulate complex subject to non-accountants. Mathison spends time to give back to community.

Kini gives young leaders the advice of wherever they are, they need to think like an owner. They need to understand what other people are thinking. Lockhart gives the advice of glass is always half full and embrace the bad. Mathison gives the advice of career is a marathon, not a race.

February 28 2016

Leadership Café with TransLink

ftyang Archive, Business Seminar Business Seminar, Company of Young Professionals, Leadership Cafe, Tim Savoie, Vancouver Board of Trade 0

Date: February 16, 2016

Name: Leadership Café with TransLink

Presenter: Tim Savoie

Collaboration is an important skill for young leaders. Moreover, there is an increase trend of young leaders who are taking responsibility to make their community a better place for their generation. The Company of Young Professionals provides Leadership Café event for young leaders to suggest recommendations for industry experts. The event invites Tim Savoie, the VP of Transportation, Planning and Policy for TransLink. In this presentation, leaders will develop project management skills, growth strategies, and creativity to assist Tim Savoie to address the community transportation issue. They will contribute their meaningful ideas to TransLink and build connections with other young leaders.

Tim Savoie is the Vice President of Transportation, Planning and Policy for TransLink. He is also the member of the Canadian Institute of Planners (MCIP) and a registered professional planner. He worked as the Director of Planning and Development Services, Engineering and Operations at the City of Port Moody. In addition, Tim Savoie is serving as chair of the Professional Practice Review Committee. He has practiced in New Brunswick under the Atlantic Planners Institute. Moreover, he has many years of experience in municipal planning and led many interactive public consultation processes.

TransLink is recognized as the South Coast British Columbia Transportation Authority. Savoie highlights for the last year. TransLink hired new CEO, Cathy McLay, to the executive team. The compass card is now in operation for public and the failure of funding referendum.

Savoie believes the vision of TransLink is still in good stand. TransLink is still considered the main transportation for citizens in Lower Mainland; however, the public still questions where the funding source for the transportation. Savoie indicates TransLink is the first North American transportation authority responsible for both roads and transit. This includes bus, ferry, cycling, HandyDART, Transit, West Coast Rail, bridges, shuttles, and Transit Police Forces.

There were approximately 234 million transit trips in 2014. The usage has increased over 25% last 4 years. There are more than 1 million transit boarding each weekday and there are over 2,100 vehicles used. TransLink has the total 68 Kilometer for the Skytrain to provide transportation for people, which makes the longest transportation in Canada. For the past years, TransLink has raised over 1 billion capital investments and has committed over 145 million dollar of infrastructure last year.

Savoie emphasizes TransLink is not just transit, it supports people moving as well. Savoie provides the Plebiscite result showing over 51% of voters turnout.

The Mayor’s vision is still the blue print. The vision advances the objectives of the Regional Transportation Strategy. Broad government supports by the Mayors’ council, TransLink Board and Province. However, the broad public did not.

The total revenue of 2014 for TransLink is 1.45 billion.

34% on transit
24% on fuel tax
22% on property and replacement tax
10% on government transfer, interests and amortization
4% on parking tax
3% on Goldean Ear Tolls
2% on others

Savoie explains the future planning for TransLink continues to develop strategies and policies on fare policy review, transit ridership growth strategy, mobility pricing, Transportation Demand Management, and Goods movement. The structure has not changed since 1984, and Savoie believes people attitude are changing in the current economy.

Savoie also explains the future for TransLink will focus on the area transport plan, Evergreen extension, bus integration, and transit network consultation. Major projects include Broadway subway, surrey Light rail and Pattullo bridge replacement. In addition, TransLink will look at the option to secure senior funding.

Savoie wants young leaders to provide suggestions for the following two questions.

Funding transportation in the region is a challenge. How do young leaders think TransLink can best build the case for public support for additional funding for transit and transportation projects and plans in the future?
Transpiration needs have changed vastly since young leaders’ parents used to get around 20 to 30 years ago. What are the needs as a young busy professional with transportation in general or specific to transit? What needs to change?

Young leaders think TransLink has a lack of excitement. They need a place to feel they are outside of the corporate space. If TransLink includes excitement, such as hip-pop music in the transit, young leaders will be motivated to use TransLink.

Another way of looking at it is to humanize the process. TransLink is lacking on the marketing to tell a positive story for the community. They need to show how they can impact people’s lives. In addition, the more transparency will generate more confidence from young leaders. When TransLink integrates human element (emotion) into marketing campaign, young leaders will move forward.

Young leaders suggest TransLink to target different marketing campaign to different demographic. Instead of leveraging only one campaign to fit the whole region, TransLink needs to research deeper on different sectors.

“Different perspective, more trust”

Young leaders expect downloadable application for their smartphone. TransLink can build phone application that allows young leaders to view different routes. The application will provide alerts for live update. TransLink needs to find a way to connect young leaders with their daily activities. For example, TransLink can partner with different local coffee shop so young leaders can use compass card to pay for their coffees.

TransLink can have WIFI on every SkyTrain. TransLink needs to look at the punctuality and flexibility. If TransLink combines the necessity from young leaders, they will discover they are one more step closer with the new generation.

“Future thinking transit will be life changing”

“Optional to necessity”

September 13 2015

Global Forces – Major trends and opportunities for British Columbia

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Date: September 9, 2015

Name: Global Forces – Major trends and opportunities for British Columbia

Presenter: Dominic Barton

Leaders need to understand how global forces can impact the business operations in British Columbia. Moreover, leaders need to adapt the changes to create more business opportunities for locals. Vancouver Board of Trade invites Dominic Barton, the Global Managing Director of McKinsey & Company, to share his perspective on global forces. Leaders will learn how forces can change their business landscape and seek better implications. This presentation will benefit many leaders who are looking to capture new opportunities in the current global economy.

Dominic Barton is the Global Managing Director at McKinsey & Company. In his 29 years of experience, Barton has helped out many businesses in many industries, especially in banking, consumer goods and high technology. Barton was also the Asia Chairman for McKinsey at Shanghai from 2004 to 2009. Barton has published over 80 articles on society, leadership and financial services. Moreover, Barton is the co-author of a book called “Dangerous Market”. Moreover, he involves with many society works, including the member of Canadian Prime Minister’s Advisory committee and the chair of Seoul International Business Advisory Council.

Barton announces McKinsey & Company will open a Vancouver office this year. Barton seeks the digital trends in Vancouver and believes it is the right time to capture the opportunities.

Barton states in order to improve the odds of success in any organization, leaders need to accomplish these 3 steps.

Starting point
Global trends
Bold moves

Starting point determines who they are. The global trends represent where they are going, and the bold moves illustrate what they need to do. By looking at the power curve, many organizations usually stop in the middle of the curve; however, leaders need to make bold move to push organizations towards the top.

Starting point refers to the size, resources, structures, and productivity. This represents 20% of the impact. Global trends focus on industry and geographic trends. Nevertheless, bold moves are strategic choices in M&A, capital, expenditures and resource allocation. Barton indicates 20-40% of leading companies will focus on bold moves.

Barton shares the 5 forces that will change the global business.

The rise of emerging markets
The power of disruptive technologies
The aging of the global population
The changing nature of capitalism
The return of geographic politics

The world economic centre of gravity is shifting back to Asia and Barton believes many organizations are not aware of this change. Nearly 2.2 billion new middle class will be in the population by 2030 based on the forecast of 5.0 billion people in 2030. The emerging market cities will fuel nearly half global growth, which result of increase 45% in global growth.

The pace of digital disruption is accelerating. This means organizations are expected to be exponentially faster, smaller, cheaper and better. The disruptive technology will have substantial economic impact by 2025. This includes mobile internet, automation on knowledge work and cloud technology. The technology is disrupting every aspect of people’s lives and the consumers are setting the bar higher than ever. Therefore, digitization is the key to drive massive improvement s in efficiency.

Barton believes the steps will be typical, improvement, and then digital. In the future, the data flow will reduce downtime and increase velocity. Digitization has a ripple effect, which creates second bounce to other industries. However, not every organization will survive, but Barton expects the extent of disruption will be over 5 years for all industries.

The average lifetime of organizations is declining. Comparing with 1935 to 2011, it has already reduced over 80%. Barton explains the new technology is upending the fundamental truths of business what traditional leaders used to believe.

Barton shares 6 different ways organizations can adapt the change.

Prepare for disruption
Think about data holistically
Experiment and innovate at speed
Redesign the organization
Invest more in education
Manage risks

Prepare for disruption can be assess digital quotient. Data holistically relates to appoint Chief Digital Officer. Crowdsource is an example of innovate at speed. Leaders can redesign the organization with flatter, smaller and more autonomous structures. Organizations can provide lifelong learning and reduce business loss from cybersecurity.

Barton believes British Columbia has strengths in human capital, industry and geography; however, British Columbia has weakness in human capital, such as talents and aging population, and industry, such as transiting economy and turbulent commodities markets.

Organizations can create action plan based on these 5 potential bold moves

Agriculture
Tourism
Innovation
Education
Infrastructure

Agri-foods growth can quadruple the export value by 2025. The key driver is to harness the power of sensors through internet and leverage advanced technology. Barton mentions British Columbia can adapt new investment in innovation, private sector and education. By investing in Asia tourism can improve the performance of British Columbia destination. Vancouver can be the next technology hub if there is high ambition, public sector investments, and private sector collaboration.

British Columbia has 3 high performing universities, many motivated industry partners, and deliberate leadership. These factors are considered to be “research quadrangle”

In order to continue to develop BC as a logistic hub, Barton believes momentum needs to be build. With the right talent, Asian links, and grass roots potentials, BC can fully utilize the asset to become next hub.

The hub will help the global to integrate government, business, and institutional planning. The networking and knowledge sharing will improve and it will create incentive for business to grow in BC.

Barton emphasizes 3 mindset shifts to raise the ambition

Aspire to be global hub
Challenge all orthodoxies
Take a long-term perspective

“Help Vancouver continue to develop into a global hub”

June 28 2015

United CPA – Why it is good for business

ftyang Archive, Business Seminar Business Seminar, CPABC, Lori Mathison, Mary Anne Davidson, Richard Rees, The Honourable Andrew Wilkinson, Vancouver Board of Trade 0

Date: June 24, 2015

Name: United CPA – Why it is good for business

Presenters: Richard Rees, The Honourable Andrew Wilkinson, Lori Mathison, and Mary Anne Davidson

This is the moment for all accounting professionals to celebrate the success of uniting all accounting designations in British Columbia into one. Vancouver Board of Trade invites the panelists to discuss the impact of the proclamation of this proclamation. The panelist includes Richard Rees, the President and CEO of CPABC, the Honourable Andrew Wilkinson, the Minister of Advanced Education, Lori Mathison, the Vancouver Managing Partner from Dentons Canada LLP, and Mary Anne Davidson, the Director of Vancouver Board of Trade. All industry experts will discuss their view of how this new entity will impact the business in British Columbia.

Richard Rees announces the unification of all designations (CMA, CGA, and CA) will bring forward positive impacts. The process started 15 years ago. With over many failures, Rees believes this unification will improve the current vision of CPABC, the patent and how CPABC compromises with the society.

CPA is one of the largest bodies in the education industry. The education has enough flexibility to meet everyone’s needs. The bylaws and regulation have harmonized across the world. CPA provides great mobility to international market. Rees mentions CPA regulates with highest standard to ensure they are fulfill the confidence in public trust. Rees indicates CPA unification will serve better to the public. Moreover, CPA creates Financial Literacy program to provide financial education for children and adult, including person with disability. Rees believes CPA has established the privilege to serve the long term and open up many opportunity for the community.

“Trust the vision, service the public”

The Honourable Andrew Wilkinson believes CPA is the home mark of the company. It provides reliable financials to all companies. CPA has provided enough transparency and creditability to gain the trust of the community. Wilkinson presents the appreciation for the act of unification of 3 designations.

To ensure financial are protected, CPA members are required to raise standard from their learning process. The usage of CPA will represents the solid foundation to the society. Wilkinson reports based on BC job plan, Auditor ranks the top 4 in career choice for new generation. Wilkinson encourages accountants to involve with community board by giving back the skills to support the community.

The panelists

The unification can impact many businesses. Davidson believes in employers’ perceptive, the unification allows them to look at CPA for the external qualification. CPA provides employee’s professional development which can bring clarity back to the organization. Mathison believes the unification can bring simplicity. This allows the public to cut the noise and focus on what CPA really believes in. This also shows specialization to the society.

Rees believes there will be more international recognitions. It allows CPA members to build and develop on their international markets. Wilkinson indicates CPA provides the accuracy of liquidation on transaction, internal control and transparency. The agreement of unification shows the ability to maintain integrity towards the public.

Mathison understands CPA provides the standard recognition. It gives people the common language for easy communication. It will mitigates the international barriers as well. Moreover, it is easier for other countries to share and follow.

In corporate perspective, Davidson believes internal and external audits are the main concern. CPA will enhance the standard to provide greater insurance for corporates.

Wilkinson mentions the process of unification is now the legislation across Canada. People seems to understand the importance of CPA, which encourages many buy in during the process.

Rees believes one of the main key elements is to improve the quality exam and continue the strong ethic. Mathison believes the mobility of CPA can help public interest. Davidson identities the main challenge is that the current CPA members might have the impression that it is necessary to start over the investment of their professional education. Rees will ensure CPA will have a strong framework to mitigate this issue. Mathison believes CPA will help people understand the financial perspective.

Rees ensures CPA has the responsibility to public an economy. Orientation will be provided to new members. The CPA has 3 important elements to the public.

Technical Skill
People Skill
Geographic management skill

Rees suggests accountants to be involved with volunteer boards. This will help CPA to be more connected with the community. By sharing the framework, CRA are relying on CPA. The unification will improve the communication with the public.

June 27 2015

The World of 2050 – Drivers of change and opportunity

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Date: June 22, 2015

Name: The World of 2050 – Drivers of change and opportunity

Presenter: Professor Ian Goldin

It is important for leaders of tomorrow to be able to identify the key global issues that are affecting the future. These challenges will impact many businesses of all industries. Vancouver Board of Trade is proudly invited Professor Ian Goldin, the Founder of Oxford Martin School, to discuss his observation towards the next 25 years. Ian Goldin will focus on technology, demographics and globalization issues that will change the current trend in the market. This academic presentation will provide leaders the insight of upcoming business world.

Professor Ian Goldin, the Founder Oxford Martin School at University of Oxford, is also an university professor of Globalization and Development. Golden published over 50 article and 19 books, including “The Butterfly Defect”. Furthermore, Goldin has been nominated the Global Leader of Tomorrow by the World Economic Forum. His experience and engagements have helped many companies around the world.

Goldin believes the world needs to plan long term to sustain for the future. Technology leads to globalization, which will sustain the quality of life. Leaders need to adapt new ways to support the health generation.

Thinking about the future, Goldin indicates the walls are down, which signifies the connectivity in the world is getting stronger. However, the edge of the world will still impact the global. Leaders need to prepare for the future by improve the shape of life and the foundation of the community.

Goldin defines the word “Change” as to accurate and continue. There will be unexpected surprises, which will push many companies to the edge. These organizations must find ways to execute simple ideas that can improve people’s lives. The world has connected over 1 billion people, and the number will increase to over 5 billion people in the future. To sustain the connectivity, Goldin believes leaders must include the 3 elements, which are give, learn and advance.

Leaders must unlock the creativity talent in the new generation and allow them to participate. The resources are now more accessible than before, and leaders must understand how the global flows work. If global flows are improving, GDP will increase and the world income will grow. This will lead to sustainability for the new globalization.

“Ability for things to move”

The measures of financial integration is increasing. Comparing with the previous years of GDP, The current GDP is doubling every year and the income growth will rapidly increasing.

Is this sustainable for future?

Goldin mentions the life expectancy for people is 20 years more than before and the literacy will be halved. Inventions are improving and the creativity of new ways is the trend.

In the economic prospective, Goldin is concerned if the new generation has the ability to sustain. Therefore, two major concerns for economy are mentioned by Goldin.

Walls are down, but the other walls are coming along
The systemic risk will still exists. Even though people are more connected, they are also connected with other risks as well

Future prediction

Goldin predicts the population for the future is slowing down. The life expecting will start to decrease. Elderly are growing and there will be rapid decline of fertility. There will be huge increase in middle class people as well and the life expectancy from female is still greater than male. Goldin believes leaders need to put new structure. People need to mobilize the pension, and the migration will be a huge issue for Canada.

Migration is the key variable for the future and skilled and unskilled people will determine the economic growth. In the economic growth, Goldin stats the macro is in good shape. People are investing in high rate and the future is more surprise than ever. The project income per capita for many countries are increasing. The GDP will increase. The emerging markets are driving the growth.

The technology is changing and more than million of people are powered every year. The information is available more than ever. The risks and the costs of new data will start to go down. However, the piracy is still an issue for the globalization. The danger of collapsing bank from internet connection is still a concern for the future. Goldin believes leaders must focus on the management the technology because artificial intelligence will take over 50% of the job in the next 20 years

The tragedy of the commons is still exists. The quantity of fishes will decrease, scarcity will increase, ocean will reduce and high climate change as well.

Goldin suggests leaders to find a way to monitor the global governance. New players are coming and it will impact the benefit of change. New technology will be formed and leaders must pay attention to the integration. The future is uncertain, and people know that. However, Goldin wants people respond, not going back and pretend nothing will change. The world needs more connectivity.

Questions and Answers

To respond any global complexity issue, Goldin believes the cause of the effect will important. Therefore, Goldin suggests leaders to manage complexity with the right model and judgement. Politicians need to look long term because they usually under estimate the problem. Therefore, Goldin believes the world cannot let politicians capture the money.

Goldin emphasizes there are 3 things will impact the trend in economy.

Antibiotic issue
DNA sequencing
Game change

Goldin believes the housing price of real estate in Vancouver will increase. There will be high level of women in support of non profit sectors. The biggest challenge business will face is shortage of labour. Business will also face the issue of the transition of energy policy and the change of shareholders in community.

As for foreign crisis, Goldin believes people are still repeating the history. There will be more demand on intellectual property. Restructuring is needed.

“How confident are you? Are you prepare to restrict the things we use?”

March 8 2015

Small Business Council Success Series – Creating a remarkable brand

ftyang Archive, Business Seminar Business Seminar, Mikkel Strojer, Mo Dhaliwal, Nick Routley, Small Business Council, Vancouver Board of Trade 0

Date: March 4, 2015

Name: Small Business Council Success Series – Creating a remarkable brand

Presenters: Mikkel Strojer, Mo Dhaliwal, and Nick Routley

Creating a remarkable brand requires strong commitment from entrepreneurs. In addition, entrepreneurs need to focus on their innovation and awareness to develop their brand identity. The Small Business Council invites Mikkel Strojer, the Director of Marketing and Digital at Vancouver Whitecaps, Mo Dhaliwal, the Director of Strategy from Skyrocket Digital, and Nick Routley, the Creative Director from Visual Capitalist. The panelists will share their insights and experience to help entrepreneurs to build a consistent brand, infographics and market messages. This is a presentation will provide useful tactics for entrepreneurs to enhance their current branding strategies.

The strategy behinds the brand of Vancouver Whitecap

As a Director of Marketing and Digital at Vancouver Whitecaps, Mikkel Strojer has the passion to enhance the current Vancouver Whitecap image. He was named 2013 Major League Soccer Marketing Executive and won over many Marketing awards. In addition, Strojer’s achievements have helped him and Vancouver Whitecaps to capture the more market’s attention.

Strojer mentions Vancouver Whitecaps do all the marketing in-house. When Strojer started his Marketing position in Vancouver Whitecaps, there were many manual paper and information workflows. Many employees do not know the mission statement; therefore, Strojer believes he needs to rebrand the mission, vision and values. The first change is to display the values on the wall for all employees to see.

Strojer believes doing the marketing in-house is a way to save money. Moreover, it secures the branding control and the quality. In Vancouver Whitecaps, there are three channels in the organization that funnel the branding: Senior Manager Marketing, Senior Manager Digital Media, and Know More Guess Less. They are all target at different aspects in the market and they work together as a team.

Strojer emphasizes brand is everything and all pitches reflect on brand. The organization implements project software to organize the progress to allow them to go one step ahead and one step up. The new revolution of branding needs to be appeal to the new generation and that is to create a story that market needs to relate. Strojer suggests entrepreneurs to focus on one consistent story and use actions to reflect on the values. Small projects make small decisions; however, they are all a part of the overall branding. Entrepreneurs need to elevate small projects.

Mo Dhaliwal’s remarkable branding

As a Director of Strategy at Skyrocket Digital, Mo Dhaliwal has passion to create strong and positive experience for clients and communities. Dhaliwal has been recognized as the national recipient of the Arnold Edinborough Award. Moreover, he receives the Queen Elizabeth II Diamond Jubilee medal for his success in his career.

Dhaliwal believes branding is a spiritual experience from a process. The important aspect from branding is to create loyal sharing with the audience. Dhaliwal illustrates examples, such as Nest that cares for minor details with a strong impact story, Burton that creates enjoyable and memorable personal lifestyle experience, and Apple that demands audience attention and experience from their box design.

Dhaliwal emphasizes Branding comes from craft perception and build equity. Craft perceptions will help entrepreneurs to focus on values, connection and differentiation. Moreover, build equity will help entrepreneurs to focus on longevity, emotion and recall.

The important concept that Dhaliwal wants entrepreneurs to know is the story behind the brand. Entrepreneurs will need to apply AIDA on their brand building. AIDA represents “Attention”, “Interest”, “Desire”, and “Action”.

Dhaliwal also mentions there are 4 stages entrepreneurs need to know where they need to focus their branding strategies.

Stimulus -> Pre-shopping -> Shelf in-store -> Experience

Each level represents the attention from audience. It is important to strategize the branding to capture the truth moments from each level.

In the new generation, AIDA concept has evolved to the next level. Dhaliwal shares the new concept of AISDALove, which is the abbreviation of “Attention”, “Interest”, “Search”, “Desire”, “Action”, “Like”, “Share”, and “Love”. The 5 elements from AISDALove relate to perception, and the last 3 elements relate to emotion. With all combine, it will drive the relationship for the audience.

“A remarkable brand is a valued relationship of extraordinary experience”

The importance of infographic

As a Creative Director at Visual Capitalist, Nick Routley has passion to improve visual communication for companies. Furthermore, Routley is the Emily Carr University graduate and he believes infographic is the next successful tool for branding.

Nick Routley defines data visualization is data or information presented in a visual ways. These are graphs, flow charts and diagram. In fact, infographics is a combination of those visuals elements within a cohort piece.

Traditionally, infographics are not fad. The early example of visual communication is hieroglyphics. However, in the new generation, people are living in a visual era, which means images, graphics, and iconography are the center of attention in visual communication. This forces the society to believe infographics are fad.

Knowledge is power and people want to make informed decisions. More data and information are available everywhere. Entrepreneurs need to make use of the information. In addition, it is important for entrepreneurs to define the right targets and goals for branding.

Routley suggests 3 methods to improve visual communication using brand. The first method is to tell a data-infused story. The second method is to organize a complex process, and the third method is to turn datasets into insight. Infographic is a solution for entrepreneurs to present their visual communication. They can decide their own unique style and write their own structure. Moreover, infographic can contain informed call that helps entrepreneurs to discover audience’s browsing habits.

Routley recommends entrepreneurs to speak with their designers to design the right infographics that align with the current goals and limitation. There are 6 common tips Routley shares that will create an effective infographics

Put extra effort into the header

Avoid too many colors and fonts

Avoid extraneous graphics, icons, etc.

Go beyond the list of statistics

List your sources at the end of the piece

Avoid “gee-whiz” comparisons

Questions and answers

The decision to go in house or outsource to agency depends on the direction and the budget. It also depends on the nature of the work. If it is for production, the panelists suggest entrepreneurs not to outsource. If it is for strategic thinking, agency might be a solution for entrepreneurs. To choose the right agency, the panelists recommend entrepreneurs to figure out if agency wants to sell their product or understand the company.

It is important to get the story straight. Entrepreneurs need to understand what they are good at and what their targets. There are always both sides to the brand, and the panelists suggest entrepreneurs to interact with both sides and focus on the people who will support their brand.

January 27 2015

Powering BC’s Future

ftyang Archive, Business Seminar Business Seminar, Jessica McDonald, Vancouver Board of Trade 0

Date: January 21, 2015

Name: Powering BC’s Future

Presenter: Jessica McDonald

As the population is growing in British Columbia, the need for energy grows. Business in British Columbia will be impacted from the direction of BC Hydro. Leaders need to understand they are a part of the economic system and it is they responsibility to keep on top of the economic trend for the future. The Vancouver Board of Trade invites Jessica McDonald, the CEO of BC Hydro, to share the corporation’s strategic direction for all leaders. Leaders will learn the future growth, the change of industrial landscape of British Columbia, and the new technology in place for the future.

Before Jessica McDonald was appointed the president and CEO of BC Hydro, she was in the leadership role in the public sector and consultant in major infrastructure and industry projects in BC. She served as the Ministry of Premier that oversight the government operations. She managed to improve 10 pints in employee engagement from provincial government and helped over 30,000 employees in Human Resource renewal program. Moreover, she is named in Canada’s top 40 under 40 and Canada’s top 100 most powerful women.

BC Hydro has managed over 25 billion dollar of assets and served over 1.9 million customers. As the only power source in BC, BC Hydro has over 79 water dame and 300 substations. BC Hydro provides the lowest electricity rates to customers in North America. The power generates from clean resource and 95% are from Peace River.

McDonald indicates BC Hydro is collaboration with other power producer companies in BC. Many people are partnering with BC Hydro to connect with the BC Hydro grid. McDonald believes the grid is a system of a system that provides customer choices and innovation. McDonald emphasizes BC Hydro has a complex system that has more impact on more BC residents than any other BC companies do.

BC Hydro has a huge impact on standard living in BC residents and BC Hydro supply energy in different living development. McDonald believes BC Hydro is taking advantage of new technology and safety, which will improve the environment and social impact for future growth. McDonald wants companies to take advantage of the BC Hydro system to support the standard living for the next 50 years.

McDonald points out BC Hydro will face many challenges for the future. The first challenge is the system will get old. The second challenge is the power will outgrow the demand of energy due to large increase of population from economic growth.

BC Hydro is taking the initiative to bring new future redevelopment plans with large infrastructure. One of the biggest redevelopment plans is to build the new dame called “Site C” in Peace River. The new dame will increase GDP and provide power for 450,000 homes. It will be affordable and reliable for BC residents and BC Hydro is looking for new partners in this plan.

McDonald believes it is important to have proper community relation in social media. The core message from BC Hydro is to work hard to meet the highest standards for BC residents. BC Hydro will ensure to keep low rates with thoughtful discipline. Government will support the capital spending with the fixed 10-year rate plan.

McDonald believes BC Hydro has the mandate to work with customer to conserve. By implementing the power smart program, it will create energy efficiency. McDonald introduces a former program that will sell back the energy from customers than sell it to other companies.

Based on stats, baby boomers are more energy interested than millennial. Millennial is the future and they are making technology to efficient in future; however, baby boomer is concern with cost saving and personal conversation. BC Hydro will offer different choices in the future.

Energy utilities usually get low marks for customer services. McDonald emphasizes BC Hydro takes customer services seriously. BC Hydro will monitor the system to ensure power is in everyone’s home. McDonald wants people to have energy anytime and anywhere. BC Hydro introduces Power Meter system to signal any black out in the neighborhood. BC Hydro provides online key service enhancement for online assistance and use drone to investigate the dame for any outage. The purpose is to understand the rate of structure and act as a battery bank for the residents.

McDonald believes BC Hydro’s core values come from affordable, reliable, open and transparent.

“Will make people’s life bright”

Questions and Answers

Leaders are concerned with the Site C Plan’s budget proposal. McDonald responses BC Hydro has expert from KPMG to look after the budget figures and approval process. The plan uses P50 base model to build the budget. She is confident with the result.

McDonald addresses the issue of the aboriginal community that BC Hydro will be transparent with the process to avoid any impact and focus on the improvement.

Leaders are asking if BC Hydro will take consideration of geothermal technology for the future. McDonald believes it will create great potential resource opportunity.

Leaders are concerned with the impact from the goal of 2015. McDonald responses they will utilize the demand size to improve the energy usage. 99% of residents have already installed the Power Smart meter to move away from manual to automatic. The system will build the communication channel between the customers and BC Hydro. In the future, BC Hydro will implement In Home Energy Monitor to calculate the power cost instant moment, which can help people make choices. The digital technology trend is increasing in the economy and many people are using more energy in many ways. BC Hydro expects energy demand increase in 20 years and BC Hydro will track it.

McDonald suggests small business owners to take advantage in procurement. BC Hydro will give opportunities for any one that provides request for proposal.