Why Narrow?
Narrow comes from the idea that many companies find themselves stuck in the same way of doing things, or get pulled in too many directions, diluting their strategic priorities and competitive advantage.
Narrow, the company’s name and approach, is about setting focus and doubling down on what you do best.
Behind the brand
What’s in a name?
“Narrow takes what could have a negative connotation and flips it on its head.
I help clients to be deliberate with their energy, time, and resources, and concentrate on the market segment or channel that delivers the highest rate of return.”
Narrow takes its name by combining an adjective, “narrow,” signifying the philosophy of intentional and specific sales approach and targeting, along with embedding the word “arrow,” emphasized through the use of the backslash. Arrow emulates precision, deliberate forward movement, and achieving a defined objective.
The firm’s name takes what could have a negative connotation (“narrow” can appear suboptimal, in comparison to “broad,” e.g. broad appeal), and flips it on its head: taking a disciplined focus and leveraging that to our advantage. Narrow helps clients to be deliberate with their energy, time, and resources, and concentrate on the market segment or channel that delivers the highest rate of return.
In the end, this allows clients to capture higher (segmented) market penetration, better alignment with their ideal customers, driving the most value for them and allowing for higher margins and profitability.
About
Background
I’ve spent most of my career working with clients to understand their business problems, motivations, and how I can make a difference. My educational background is in economics and political science (UBC ‘12), after which I worked in the energy sector, working with a large producer on tough (but fun) economic policy issues and understanding the broader industry. I then spent close to a decade with a 20-person tax consulting firm, working with >100 businesses across Canada’s main commercial and industrial sectors.
As the firm’s Executive VP, a member of the Board, and interim President during a leadership change, I was responsible for revenue growth and acted as the primary external representative to clients and stakeholders. I helped to materially grow the firm in clients, staff and revenues, oversaw a total rebrand (and renaming) of the company, and implemented many organization-wide systems and processes. But more importantly, I focused on understanding our customer journey and how we best served the clients in alignment with our services. I also gained an appreciation for the power of brand, and how that can reflect a company’s values, resonate with people, and the positive impact it can make to long-term growth.
Branching out from strictly business, I have a Certificate in Visual Design from the University of Calgary, and I’m a professional artist in my evenings and weekends, practicing oil painting. This creative side shows up in the way I engage with firms on design, brand, and my approach to marketing.
How we work with clients
