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by Troy McMillan

No Excuses. Here’s How You Win Online

June 12, 2025
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Let’s skip the polite intro. If your business still sucks online in 2025, it’s not because the game is rigged ,  it’s because you’re playing it like it’s 2015.

Want to win online? Then stop chasing trends and start owning results. The digital world has shifted. AI is the new intern, strategist, and sales closer rolled into one. And while you’re still wondering what to post on Instagram, the smart brands are scaling with surgical precision.

This is your wake-up call. No fluff. No filters. Just what it takes to dominate online ,  or get buried by those who do.

Step 1: Know Who the Hell You Are

Before you touch a website or upload a video, answer this: What do you actually offer that’s different from everyone else?

Your “we care about customers” pitch is weak. Try again. The winners in 2025 have laser-sharp digital identities. They know:

  • What they do
  • Who they serve
  • Why anyone should care

If you can’t say it in one sentence, you’re already losing. According to recent data, brands with clear positioning convert 42 percent more leads. Clarity sells. Vagueness doesn’t.

Step 2: Build a Website That Doesn’t Suck

Your website should not look like it was made in a middle school HTML class. You have 3 seconds to load and maybe 7 more to prove you’re not another online snoozefest.

Here’s the bare minimum:

  • Loads in under 3 seconds..
  • Works flawlessly on mobile.
  • Tells a compelling story (spoiler: not your company history).
  • Has calls to action that actually call for action.
  • Captures leads fastly.

And no, you don’t need a $30K dev agency. Use tools like ChatGPT for fast content, Jasper for on-brand copy, and Writer to keep legal off your back. Stop wasting months on redesigns. Build fast. Test faster.

online-success

Step 3: Pick One Platform and Own It

You don’t need to be everywhere. You need to be somewhere that matters ,  consistently.

Forget the advice telling you to post on five platforms. That’s content chaos. Choose one platform and make it your playground.

Here’s what works:

  • Drop the stock images. Share real stories.
  • Show behind-the-scenes. People want to see the engine, not just the polish.
  • Answer every comment like it’s a sales opportunity, because it is.
  • Use Buffer AI to schedule, Canva AI to create, and keep your feed lean, real, and relentless.

Step 4: Use AI or Fall Behind

If you’re still trying to do everything manually, you’re either a masochist or you hate profit. AI is not optional. It’s the edge.

Here are the tools top dogs are using:

ToolWhy You Should Care
ChatGPTInfinite content ideas, headlines, answers
JasperWrites your copy while you sleep
WriterKeeps your messaging tight and compliant
GitHub CopilotYour dev’s new favorite teammate
MotionStops your calendar from killing you
Fireflies.aiTakes notes in meetings better than you
MidjourneyMakes your brand look expensive
Perplexity AIReplaces your research assistant
ThoughtSpotTurns data into decisions
GleanPuts your company’s brain in one dashboard
DescriptEdits video like magic
Adobe FireflyTurns your ideas into ad-ready creatives

If you’re not using at least three of these, you’re leaving money, time, and opportunities on the table.

Step 5: Give Value First, Sell Later

Nobody wants to be sold to ,  especially not by someone who’s offered nothing of value yet.

Create a lead magnet. Offer a quiz. Build a tool. Send a valuable email. In short: earn the sale before you ask for it.

Tools like Frase, Lumen5, and HubSpot AI help you create content people actually want,  at scale, without babysitting writers or videographers.

And don’t forget to automate your welcome sequences with Mailchimp AI or ConvertKit. Set it, test it, improve it.

Step 6: Get Reviewed or Get Rejected

Here’s a stat that should slap you: 89 percent of people trust online reviews as much as personal recommendations.

So why do you still have two Google reviews from 2019?

Fix that:

  • Ask every happy customer for a review.
  • Show those reviews loud and proud on your site and socials.
  • Turn top reviews into video content. It builds trust on repeat.

And stop deleting the bad ones. Address them. It shows you’re human and that you care. That’s stronger than pretending you’re perfect.

Step 7: Pour Fuel on What’s Working

When your content starts pulling weight organically, don’t “see how it goes.” Scale it with paid ads.

Start with:

  • Retargeting your warm leads.
  • Running short-form videos on reels, TikTok, and YouTube shorts.
  • Using Jasper or ChatGPT to A/B test ad copy.
  • Watching Meta Ads Manager like it’s your stock portfolio.

If your ad doesn’t convert in seven days, kill it. Don’t get emotionally attached to underperforming creatives.

Step 8: Track the Only Numbers That Matter

Vanity metrics are for influencers and rookies. If you’re a business owner, focus on what actually drives profit:

  • Conversion Rate: How many visitors take action?
  • Customer Acquisition Cost: Are you buying customers at a profit?
  • Lifetime Value: Are you keeping them around?
  • Engagement Rate: Is your content doing more than existing?

Tools like Plausible.io, Power BI, or Looker Studio give you the real data, not the dopamine.

The No-BS Framework for 2025

If you want to win this year, you need to stop chasing hacks and start building smart. Here’s the framework:

  1. Clarity, Know your value. No waffling.
  2. Credibility, Your site must convert or die trying.
  3. Content, Pick a platform. Post like you mean it.
  4. Connection, Use AI to build real relationships, not bots.
  5. Conversion, Once it works, scale it fast.
  6. Consistency, Data beats instinct. Improve what matters.

Final Take: Smart Beats Loud

The winners in 2025 are not the loudest or the biggest. They are the sharpest, fastest, and most focused. So stop making excuses. You have the tools. You have the roadmap. You just need the guts to execute it. This is not about playing catch-up. It’s about setting the pace.

Start now. Or watch someone else take your spot.

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Skip the hashtags. Real brands are built in real rooms

Skip the hashtags. Real brands are built in real rooms

July 8, 2025
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Let’s get this straight. Your social media feed is not your brand. It’s your echo chamber. If you think your next big client, investor, or strategic partner is scrolling past your Canva post and deciding to cut a deal, you’re dreaming. Meanwhile, real founders are out there in cities like Vancouver, Austin, and Montreal. They’re walking into rooms, shaking hands, having real conversations, and walking out with real opportunities.

And if you’re not in those rooms, you’re already behind.

The illusion of digital dominance
 We’ve been sold this fantasy for years: post more, tweet faster, slap on some hashtags, and watch your business go viral. But unless you’re a lifestyle influencer or selling t-shirts with ironic slogans, the odds are stacked against you. Social reach without real-world engagement is like shouting into a void. Sure, the likes look good. But likes don’t close deals.

The brands that survive the noise are not the ones screaming the loudest online. They’re the ones who show up. In person. Consistently.

The underground revival of real networking
 Across North America, there’s a quiet resurgence happening. Founders are trading the comfort of Zoom for the power of eye contact. They’re skipping the webinars and grabbing coffee. They’re showing up to breakfast meetups in Montreal, tech mixers in Vancouver, and no-bullshit pitch nights in Austin.

These aren’t flashy, overproduced spectacles. They’re lean, real, raw. And they’re effective.

At these events, there are no filters, no pre-written talking points, no hiding behind a well-crafted LinkedIn profile. It’s just you, your pitch, and the energy you bring into the room. That’s where reputations are built. That’s where relationships are forged.

Founders vs. followers
 Let’s talk brass tacks. Your competition is showing up. They’re listening, learning, positioning. And while you’re obsessing over which trending audio to slap on your next Reel, they’re getting invited to closed-door pitch decks, forming alliances, and being remembered.

In-person events aren’t optional anymore. They’re part of the survival kit. Especially for small and medium businesses that need to break through the noise, build local presence, and establish trust.

Still think a strong Instagram grid is your edge? Keep scrolling.

Trust doesn’t happen in the comments
 You know what builds trust faster than any follow-up email? A handshake. A candid chat over coffee. A heated debate in a breakout session. Trust is visceral. It happens when you look someone in the eye and make your case.

People remember how you made them feel. Not how you edited your caption.

This is where too many founders trip up. They’re outsourcing their personality to social media managers. They’re replacing authenticity with automation. And they’re wondering why the engagement doesn’t convert.

The answer? Because you’re not in the room.

The new rule: Be where your competitors are
 The most brutal truth in business? If you’re not where the action is, someone else will take your spot.

In Toronto, founders are hitting events like the Small Business Forum and CanadianSME summits. In Chicago, they’re meeting at industry breakfasts and trade expos. In Vancouver, it’s startup roundtables and post-hackathon hangouts.

None of these events require you to be the loudest. But they do require you to be present. Consistently. Because in a sea of faces, the one that keeps showing up becomes familiar. And familiar becomes trusted.

Your brand needs to be seen in 3D
 Real brand equity is built when people know you beyond your logo. They remember how you speak. How you solve problems in real time. How you handle feedback without hiding behind a screen.

That’s why in-person events are not just “nice to have.” They’re a business multiplier.

You want more leads? Show up.
You want media attention? Show up.
You want better partnerships? Show up.

Not as a guest who hides in the back. As someone who leans into conversations and leaves an impression.

What showing up actually looks like
 Let’s get practical. This isn’t about booking a booth at every expo. It’s about strategic participation. Here’s how to stop hiding and start showing up:

  • Start small and local. Look for breakfasts, pitch nights, or niche summits near you.
  • Speak when invited. Panels and workshops give you instant credibility.
  • Follow up like a pro. Don’t just collect cards. Message people with real context.
  • Host your own meetups. Become a hub for your industry. Coffee mornings work. So do rooftop sessions.
  • Show up with intent. Don’t wing it. Know who you want to meet and why.

Final thought: The screen will not save you
 Look, you can automate your posts, schedule your emails, and build a slick online brand. But at some point, you’re going to need to sit across from someone who can change your trajectory.

Will they know who you are? Or will you be just another handle in their inbox?

This is not the time to play it safe. Not in this market. Not with this level of competition.

So skip the hashtags. Put down the ring light. Step into the room.
That’s where the real game starts.

Canada just put $300m on the table for ai.

Canada just put $300m on the table for ai. who will step up?

July 2, 2025
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Canada just put $300m on the table for ai. who will step up?

Let’s not sugarcoat it. The Canadian government just threw down a serious gauntlet: $300 million in funding for artificial intelligence development, and they are not handing it out to dreamers with half-baked ideas. They are betting big on Canadian small and medium-sized enterprises to drive the next wave of AI innovation. The question is not if the money will be used. The question is, will your company be one of the bold ones to claim it?

This isn’t some slow trickle of funding buried in bureaucracy. This is a direct pipeline to the compute resources that power the future. High-performance AI compute has been the barrier for many Canadian SMEs with solid ideas but no way to test or scale them. Now, that excuse is off the table.

the boldest move since budget 2024

Canada’s Sovereign AI Compute Strategy, revealed in Budget 2024, was already making waves. But this new AI Compute Access Fund is the thunderclap. It’s part of a massive $2 billion plan to make Canada a global AI contender, not just a footnote in Silicon Valley’s next report. The $300 million fund is laser-focused on removing the chokehold high computing costs have on our best and brightest innovators.

Forget renting servers overseas and paying inflated costs. The fund aims to subsidize access to top-tier cloud-based compute power—up to two thirds of costs for Canadian services and up to half for international providers until March 2027. It’s real money for real needs.

what kind of companies are they looking for?

Here’s where it gets gritty. This fund isn’t for startups still workshopping their “big idea” in coffee shops. The application process is built for SMEs with under 500 employees, who already have revenue or Series A funding. You need to show a clear path to market, a concrete plan for how AI is part of your product or service, and proof that your work is more than just theoretical.

In other words, they want players. Not posers.

Applicants must also have an existing agreement with a cloud compute provider, meaning the infrastructure needs to be in place. This is not a sandbox for experimentation. It is a fast track for serious contenders ready to push their AI innovations to market and make Canada look good doing it.

the numbers that matter

Successful applicants can walk away with funding between $100,000 and $5 million. And this is not some vague promise. The government has laid it all out:

  • Up to 66 percent of costs covered for Canadian-based AI compute
  • Up to 50 percent covered for global services through March 31, 2027
  • Funding includes cloud processing, storage, AI software licenses, and the monitoring and security costs that come with heavy-duty compute infrastructure

This is the kind of support that allows a company to move from MVP to market-ready in months, not years.

the countdown is on

The window to apply is now open. It closes on July 31, 2025. That gives companies just weeks to get their act together. There is no room for delays, no grace period. If you are serious about building AI that matters, you need to act like it.

Applications start with a Statement of Interest through the government portal. From there, it is a full due diligence check, with your technical capacity, project viability, and economic impact put under the microscope. You either impress, or you don’t.

this is about more than funding

Canada is not just writing cheques. This is part of a calculated strategy to level up the country’s AI muscle. Alongside the AI Compute Access Fund, other investments include:

  • $700 million toward domestic AI data centers
  • $705 million for a sovereign AI supercomputing system
  • $200 million to strengthen existing public computing infrastructure

Together, these efforts form a national infrastructure play. Canada isn’t just trying to compete—it wants to lead, and it’s inviting SMEs to be part of that charge. The days of relying on outdated servers or waiting for American platforms to solve Canadian problems are over.

why this matters now

Let’s not pretend we have time to waste. AI is moving fast, and while big brands are already deploying AI to streamline advertising, optimize logistics, and scale personalization, smaller companies are still stuck Googling GPU costs.

This fund gives those smaller firms a chance to leap forward. It unlocks doors that were previously only open to corporations with billion-dollar budgets. If your company has the guts and the groundwork, this is your shot.

And if you’re reading this and thinking “we’ll wait until next year,” consider this a wake-up call. There may not be a next year. There may not be another chance to plug directly into national infrastructure like this.

final take: are you in or out?

The bottom line is simple. The money is there. The support is real. The opportunity is enormous. But it’s not for everyone. It’s not for companies playing it safe, or waiting to see what the market does. It is for those who are building, scaling, and willing to put themselves in the ring.

If you are serious about AI, this is your moment to be bold.

Don’t let it pass.

Apply. Compete. Win.

And if you’re not ready? Step aside. Someone else will take the lead.

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