Founder's Lab

How to Tell Your Story and Turn Customers into Champions
We are excited to have Jeffrey Edwards, MBA Leadership & Executive Coach
https://www.linkedin.com/in/edwardsjeffrey/

Your brand is so much more than a logo, it's the story behind why you started, who you serve, and why customers should choose you over everyone else. In this session, you'll learn how to define and tell your brand story in a way that's authentic, emotionally resonant, and consistent across every platform. We'll walk through how to identify your values and purpose, connect with your target audience, and build a community of brand champions who do the talking for you.

Three things founders struggle with that we'll work through together:

• "I don't know how to stand out" → You'll learn how to uncover your unique value proposition and use it to create a brand story that makes you memorable and hard to copy.
• "My messaging is all over the place" → You'll learn how to build consistency across platforms so every touchpoint, from your social posts to your client conversations, feels like the same confident brand.
• "I don't have a big budget for marketing" → You'll walk away with a toolkit of free and freemium tools (Canva, Copy.ai, Mailchimp, and more) that let you punch well above your weight.

If you're an early-stage founder who's been putting off the "brand stuff," this is your session. Come ready to work on your business and leave with a story worth telling. Grab your free spot before they're gone.

We are really erxcited to have Pascal Laliberté is a community member and organizer of the Minimum Viable Meetup, also hosted at MBO CoWorking.
https://www.linkedin.com/in/pascallaliberte/

This workshop is for those who aren't sure if there's demand for their product, who find their product hard to explain and sell, or who are hesitant about sales in general.

Come hang out with other founders in this workshop that mixes some hands-on exercise and theory to help you validate when sharing about your product will be a welcome gesture to the people you want to help.

He’ll be teaching the basics of the theory of buyer behaviour called Jobs-to-be-done, and its many implications:

• Not every conversation is meant to be a sales conversation - The basics of buyer deliberation
• The one word missing from your product pitch - How situations sometimes beat buyer personas
• You're more in competition with inaction than with your competitors - How there are surprising alternatives to your product
• You should make a worse product - How adding features might do the opposite effect on your product selling
• The gift mindset - How marketing is about creating a constellation of mini struggle-solvers around your product

📅 Tuesday, June 9, 2026 🕕 6:00 PM
📍 MBO CoWorking — 78 George Street, Ottawa

Session Breakdown
• 6:05 - Intros: Tell us about what you’re building
• 6:20 - Rapid-fire exercise: Rewrite your product intro
• 6:30 - Story time: Successfully selling to a reticent “buyer”
• 6:45 - The Hard Struggle: A pairing exercise
• 7:00 - Break
• 7:10 - Tools from the Jobs To Be Done theory and their implications
• 7:40 - Final roundtable: Revisiting each our product
• 7:55 - Wrap-up