In 2016, launching my third company, year one brought a $30,000 deficit, a lost partner, a title sponsor who became disengaged while promised funds had not yet been delivered, and customer complaints. Then the Canadian dollar crashed to its lowest point in over 20 years, and 85% of my operating costs were tied to American dollars.

I had every other system. Accounting, POS, onboarding, training. What I never had was a customer revenue leadership system.

I built my way out of it in the real world, under real pressure. Sponsors with competing agendas. Temporary teams. A literal Disney-level standard to uphold.

For years I brought Disney Institute to Canada, running three-day leadership summits for thousands of service and hospitality leaders. We implemented everything we learned so relentlessly that Ernesto Salas, Senior Facilitator at Disney Institute, ranked us the number one sponsored learning program provider worldwide. One year after that deficit, the same business was generating seven figures.

Our attendees kept asking the same question. How exactly did you do that? So I reverse engineered every decision, every standard, every framework into a system that turns unreliable, underperforming revenue into predictable, profitable revenue. One any leader can install into their own business

The First Choice Formula™ is what came out of that. Every framework, every tool, every session built from what actually worked when the standard was Disney-level and the pressure was real.

Working harder than the revenue reflected, until the system changed everything.