A Curious Life.

No, I grew up in an insular religious community, far from the typical cultural experiences. My background gave me an outsider’s perspective and sparked a deep curiosity—a drive to question, explore, and ultimately, to define my own truth about life, philosophy, and business.

Being a perennial underdog, I’ve been driven to challenge conventions and prove the value of alternative ideas. For me, this goes beyond the typical entrepreneurial grit; it's a curiosity to question the status quo and rely on evidence to prove what really works. Whether rethinking standard business advice, experimenting with new customer experiences, or designing innovative methodologies, my focus is on continuous discovery and validated results.

The company I built didn’t follow a traditional path either—its purpose is to challenge the norms and culture of the ad industry. In 2007, there was no “Conversion Optimization” industry, so I created it. I wrote the book You Should Test That! and spoke at hundreds of events to combat the unproven advice peddled by typical ad agencies and consultancies. I became a leading voice that established experimentation as a standard practice in business. 

Along the way, I was recognized as a Top Forty Under 40 in business leadership in 2015 and Widerfunnel showed up in the top half of the Top 100 Fastest Growth Companies in British Columbia in 2017.

Today, I’m focusing that perspective on the wider world of entrepreneurship. My goal is to reimagine the “entrepreneurship complex” itself—to challenge its accepted norms, invest in businesses with potential, and uncover new ways to build strong teams, enduring cultures, innovative products, and exceptional performance across industries.