The Logbook

On strategy, sales, and entrepreneurship.

Twenty+ years inside founder-led CPG brands—from the grocery aisle to the boardroom, field sales to brand strategy. For founders, sales leads, and the crew rowing alongside.

FOLKLIFE—Brand Strategy, a Custom Shopify Build, and a New Digital Chapter for a Print Magazine
FOLKLIFE—Brand Strategy, a Custom Shopify Build, and a New Digital Chapter for a Print Magazine
A print magazine, a grant budget, and a pitch for something bigger than a website. This is the FOLKLIFE story, on brand strategy, a custom Shopify build, and a new... READ ARTICLE
Bucha Brew—Sales Strategy, a Pandemic, and A Big Turnaround
Bucha Brew—Sales Strategy, a Pandemic, and A Big Turnaround
A brand down 49% year over year, a team without a sales program, a new distributor needed, and then the pandemic started. Ten months later, sales were up 30%. READ ARTICLE
17 Questions to Get Your CPG Sales Team Rowing in the Same Direction
17 Questions to Get Your CPG Sales Team Rowing in the Same Direction
When the brand story lives in the founder’s head, the sales team fills in the gaps on their own. These 17 questions change that. READ ARTICLE
Salt Spring Coffee—Brand Strategy, Field Sales, and a 780 Case Display
Salt Spring Coffee—Brand Strategy, Field Sales, and a 780 Case Display
Brand strategy in action, a 780 case display, and elevating your quality standards as a brand. READ ARTICLE
A Simple Exercise to Get Clear on Where Your Business Is Going
A Simple Exercise to Get Clear on Where Your Business Is Going
A 45-minute exercise we use before any engagement. Get clear on where you’re going, what’s working, and what your team needs next. READ ARTICLE
On Building a Life and Business That Travel Together
On Building a Life and Business That Travel Together
A long form girl in short form world. If you like a good backstory, here’s mine. READ ARTICLE

The big topics we
help you navigate.

talking strategy

The thinking behind the decisions. How to set direction, make better plans, and give your team something to navigate by.

navigate sales

Building a sales program to fit your business, serve your customers, and grow revenue without overextending your team.

from the field

Stories and lessons from the field. Deep dives on work, results, and a look at things that worked, or why they didn’t.

at the helm

From our founder. Personal stories, business reflections, and the thinking that shapes how we work.

Read what’s new.

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The Survey
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The Survey

The Survey
$850.00 CAD
$850.00 CAD

Marine surveys let you know what you’re working with.

Before any big voyage, you get a survey. An experienced outside eye looks at everything. It helps to give you a clear picture of where you are, so you can make confident decisions about your vessel, for the journey ahead.

This is our version.

We review your website, sales materials, and other pieces you want a fresh set of eyes on. You get a recorded video walkthrough of our observations with strategic questions to give you next steps.