Daring Dreams: Heart & Strategy in Small-Business Marketing

Hayley Bohan
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"Daring Dreams" is a podcast uniquely designed for small business owners and solopreneurs who are passionate about making a mark in their respective markets. Hosted by Hayley Bohan, a seasoned brand strategist, this podcast dives deep into the transformative world of branding and marketing. Each episode unpacks the essentials of building a compelling brand and developing effective marketing strategies that resonate in today's competitive landscape. This series is more than just a business tutorial; it's a journey into the heart of entrepreneurial spirit. It's about dreaming big, taking bold steps, and turning visions into reality. Whether you're just starting out or looking to elevate your existing business, "Daring Dreams" offers a mix of practical advice, inspirational stories, and industry insights. Listeners will gain valuable insights on topics ranging from crafting a unique brand story and mastering digital marketing to personal development themes like overcoming fear, embracing innovation, and building resilience. "Daring Dreams" is not just about building a business; it's about building a life that's aligned with your deepest values and aspirations. Tune in to "Daring Dreams" to empower yourself with the tools, knowledge, and inspiration you need to build a thriving, impactful business. Let your journey to success begin here.

  1. JAN 13

    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. 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 Michael’s Website Michael on LinkedIn Michael on YouTube Connect with Hayley: Website | Instagram | LinkedIn ️ 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

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

    12/11/2025

    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 Follow Ish on Instagram: @becomingish Want to find your brand’s purpose? Start with Hayley's book: Brand Worth Loving: How to Build an Authentic Small-Business Brand that Inspires Follow Hayley on Instagram: @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

    1h 7m
  3. Actually, I Can: How Jessica Baladad Turned a Cancer Diagnosis Into a Global Health Movement

    11/25/2025

    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 (available on App Store + Google Play) Breastfriend AI: in-app tool to interpret pathology reports How to find Jessica: Instagram: @jessica.baladad LinkedIn: Jessica Baladad Twitter: @jessica_baladad Facebook: Jessica Baladad 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

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

    11/11/2025

    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 (the one Tara took!) Follow Tara on Instagram: @taradayeprotrainer Connect with Hayley Bohan on Instagram: @hayley_bohan 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:

    26 min
  5. Marketing That Feeds the Soul: Building Loyalty Through Real Relationships with Sonia Strobel

    10/28/2025

    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 Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com. Connect with Hayley Bohan: ✨ Website: 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.

    46 min
  6. Podcasting, Pivots & Subconscious Strategy with Kimberly Spencer

    10/14/2025

    Podcasting, Pivots & Subconscious Strategy with Kimberly Spencer

    If your podcast is lighting up your soul but draining your time without results—you’re not alone. In this episode, Hayley Bohan sits down with marketing and visibility strategist Kimberly Spencer to explore how to turn your platform into a purposeful, profit-aligned asset. Guest Intro: Kimberly Spencer is an award-winning high-performance, trauma-informed coach, TEDx speaker, founder of Crown Yourself® and CEO of Communication Queens, and the bestselling author of Make Every Podcast Want You, which was named one of the "Top Books of 2024 to Change Your Life" by Foureva Media in NYC’s Times Square. She's been featured on Netflix, The CW, ESPN, Thrive Global, NPR, and Forbes—and she's here to help you rethink how visibility and subconscious identity shape your results. What You’ll Hear in This Episode: ️ How Kimberly generated over $250K in business from guest podcasting Why her agency model wasn’t sustainable—despite “success” on the outside ⚙️ The strategic decision to restructure her business to protect profit & peace How subconscious blocks around guilt, identity, and visibility can cap growth Why your podcast (or book!) should be your #1 lead magnet The 3 types of guests that grow your business—not just your download count How to detach your self-worth from your business outcomes (without losing drive) The “avoidance list” tool that uncovers your next bold move Mentioned in the Episode: Make Every Podcast Want You by Kimberly Spencer Crown Yourself® Coaching Communication Queens  Blue Ocean Strategy by W. Chan Kim & Renée Mauborgne If you’re ready to let your podcast work double-duty—building your brand and your bottom line—don’t miss this episode. And don’t forget to share it with a fellow dreamer who's building visibility with heart and strategy.

    1h 8m
  7. Clutter, Compassion, and Clients No One Else Was Helping with Kerri Carroll

    09/30/2025

    Clutter, Compassion, and Clients No One Else Was Helping with Kerri Carroll

    What happens when you combine marketing strategy with radical empathy? In this episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Kerri Carroll, founder of KC’s Clutter Cure, to explore how real connection, clear differentiation, and genuine purpose can drive a business forward even in the most non-traditional of niches. Kerri didn’t set out to become a decluttering expert. But through a background in psych nursing, a passion for people, and a curiosity about human behaviour, she built a business that helps clients navigate hoarding and squalor with compassion and strategy. And she did it all in her 50s, by leading with service, leaning into visibility marketing, and identifying a differentiator most others would avoid. In this episode, you’ll learn: How to identify a market gap and confidently niche into it even if it's emotionally sensitive What it really means to build a trauma-informed, service-based brand Why word-of-mouth and visibility are still your best marketing tools What to do when someone disses your clients on social media (or disses you) The mindset shift every solopreneur needs when starting later in life How in the depths of despair, you too can rise. This isn’t a “build your business in 30 days” kind of episode. It’s a real, honest look at what it means to show up for your clients, build trust, and stand out in a deeply human way. Meet Kerri Carroll Founder | Speaker | Coach | Advocate for Transformational Change Kerri Carroll is the founder of KC’s Clutter Cure, a professional organizing and coaching business that helps people move beyond physical, emotional, and lifestyle clutter. With a background in psych nursing and executive leadership, and a sharp eye for human behaviour, she brings empathy and practicality to one of the most overlooked service sectors in small business. KC’s Clutter Cure specializes in hoarding, squalor, and chronic disorganization — but what Kerri really helps her clients declutter is shame. And she’s building a standout brand while doing it. Learn more on Kerri's Facebook page. Mentioned in this episode: Hayley’s Book: Brand-Worth-Loving: How to Build an Authentic Small-Business Brand that Inspires Build Your Buyer Persona Course Takeaway Thought: If you’ve ever wondered whether your business is “different” in a way that might make it harder to market, this episode will show you how that difference can become your greatest strength.

    51 min
  8. When Purpose Calls: Real-Time Marketing Strategy for a Business That Had to Exist

    09/16/2025

    When Purpose Calls: Real-Time Marketing Strategy for a Business That Had to Exist

    In this powerful episode of Daring Dreams, Hayley Bohan sits down with Darren Dawson, founder of Common Sense Defense for Women. Darren didn’t start a business because he wanted to — he started it because someone had to. After 15 years on the frontlines as an RCMP officer, witnessing the aftermath of violence against women, Darren knew he couldn’t just respond — he needed to prevent. But building a purpose-driven business is one thing. Marketing it? That’s a whole other story. Tune in for a heart-led, strategy-rich conversation where Hayley gives real-time marketing advice to help Darren get his mission in front of the women who need it most. From identifying his ideal customer to ditching discounts and leaning into emotional messaging, this episode is packed with strategic gems for entrepreneurs who are driven by more than just profit.  In this episode, you’ll learn: Why Darren created a self-defense course just for women — and what makes it different The marketing mistake many purpose-driven businesses make (and how to fix it) How to shift your mindset from “discounts” to “emotional connection” The power of partnerships and how Darren used them creatively to gain visibility What to do when social media isn’t working, and where to focus instead Why identifying your real ideal customer changes everything About Darren Dawson: Darren is a retired RCMP officer and the founder of Common Sense Defense for Women, a six-hour course designed to empower women with simple, practical skills to stay safe. His mission? To teach as many women as possible how to protect themselves — physically and mentally — in a world that too often leaves them vulnerable. Connect with Darren:  Common Sense Defence Website Facebook Instagram Mentioned in this episode: Big Magic by Elizabeth Gilbert CPR/First Aid training partner: Life Start  Buttercup Cookie Lady collab (Moncton, NB) ✅ If you’re a purpose-driven entrepreneur struggling to turn your passion into visibility, this episode is for you. And if you believe in Darren’s mission, share this episode — you might help someone take the course that changes everything.

    47 min
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About

"Daring Dreams" is a podcast uniquely designed for small business owners and solopreneurs who are passionate about making a mark in their respective markets. Hosted by Hayley Bohan, a seasoned brand strategist, this podcast dives deep into the transformative world of branding and marketing. Each episode unpacks the essentials of building a compelling brand and developing effective marketing strategies that resonate in today's competitive landscape. This series is more than just a business tutorial; it's a journey into the heart of entrepreneurial spirit. It's about dreaming big, taking bold steps, and turning visions into reality. Whether you're just starting out or looking to elevate your existing business, "Daring Dreams" offers a mix of practical advice, inspirational stories, and industry insights. Listeners will gain valuable insights on topics ranging from crafting a unique brand story and mastering digital marketing to personal development themes like overcoming fear, embracing innovation, and building resilience. "Daring Dreams" is not just about building a business; it's about building a life that's aligned with your deepest values and aspirations. Tune in to "Daring Dreams" to empower yourself with the tools, knowledge, and inspiration you need to build a thriving, impactful business. Let your journey to success begin here.

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