The Difference Lab

The Difference Lab champions a simple, yet transformative concept: the power of intentional subtraction

Our workshops, training and speeches inspire teams and individuals to focus on what truly matters, by bravely subtracting what doesn’t.

In today’s world, the challenge is real: We’re cramming it all in. We all have too much to do, and not enough time to do it. Overwork and busywork are overtaking essential work.  

The Difference Lab partners with employers across industries, empowering talent to zero in on what drives real value, by courageously subtracting what doesn’t. We expose those energy-draining and time-consuming obligations that weigh people down, consume capacity and trap talent. 

Designed as a playbook to enable behavior change, our programs harness the strength of community, and provide actionable tools and strategies to implement intentional subtraction right away. Employees and employers alike benefit from enhanced performance, increased engagement and greater job satisfaction, going from feeling crushed, to crushing it.

Chief Strategy Officer (CSO) + Facilitator

Storytime Capital

Advisor to early-stage (pre-seed & seed) investments in tech enabling the future of work.

Venture Advisor

Felicity [Inspiring Communications]

Back in 2011, a flexible, “brains not bricks” company was “virtually” unheard of. We were on Zoom before it became a verb! In growing Felicity for 12+ years, I re-imagined how, where and when my team of ~15 could work, while challenging the convention of billable hours in our industry.

The genesis of Felicity was to create an integrated communications agency clients always wished they had but couldn’t find amidst all the traditional agencies. In fact, we knew it was impossible to find, because as clients, we’d tried unsuccessfully to find an agency that would truly understand our business and deliver outstanding results.

Throughout my career, I’ve always gravitated to work that revolves around wellbeing, and the work our team did at Felicity was no exception. We proudly partnered with brands such as KIND snacks, Psychology Canada, Breakfast Cereals Canada, CHFA, Lindt, Renova, Rethink Breast Cancer, Stonemill, Nature’s Way…to build and share their wellbeing stories. 

As firm believers that communications can and should drive business results, at Felicity, we worked together with our clients to leverage public relations in support of their overall business strategy; as a means to an end and not the end in itself.

Our flexible business model enabled us to deliver tailored teams driven by seasoned communicators with big brand experience, while providing some savings thanks to our virtual format.

Specialties:
- Wellbeing marketing
- Virtual leadership and consulting
- Communications strategies, planning & execution
- Stakeholder insights & engagement
- Issues management & crisis communications
- Content strategy and narrative development
- New product launches/extensions
- Spokesperson recruiting & media training
- Media & influencer relations
- Consumer & professional education
- Corporate social responsibility
- Special events
- Corporate reputation
- Brand-building
- Partnership-building
- Project management
- Marketing communications

President and Founder

Felicity Works

I started Felicity Works early on during the pandemic, to help business leaders across industries apply the “digital by design” best practices I developed in growing the Felicity Brains not Bricks business model. Having worked virtually for more than 9 years at that time, I knew first-hand it is possible for employees to be both productive AND happy when working in a remote or hybrid environment. Felicity Works enabled leaders to be intentional and successful in their transition to a new way of working.

Coca-Cola Canada

As the Public Affairs Manager for Sparkling Beverages at Coca-Cola Canada, led the Company’s first-ever Canadian efforts to improve the perception and consumption of Sparkling Beverages, and reputation in the area of wellbeing. Key contributions included the introduction of front-of-package calories and the 100-calorie mini can, which became the fastest-growing category SKU. In turn, the Company’s core Sparkling brands achieved 15 times the category growth rate. 

In addition, I was instrumental in the formation of a five-year, $5 million partnership between Coca-Cola and ParticipACTION to create an active living program for youth. The media coverage and stakeholder communications this generated led to an unprecedented 33-point increase in brand trust scores among Coca-Cola’s core target audience. 

A core part of my role included the development and activation of a comprehensive stakeholder and consumer influencer engagement strategy. In doing so, I passionately promoted Coca-Cola's sustainability platform to Canada’s most prominent health and wellness leaders including media, partners, medical professionals and government. This included working to prevent prohibitive restrictions and taxation. Internally, I advised Company executives on developments within government, community and other external situations impacting the operations of the business or posing barriers to business growth. 

On the brand side, I directed all consumer earned media activities for Sparkling Beverages. This included working as part of cross-functional integrated marketing teams and managing external agencies to optimize results on programs such as the FIFA World Cup Trophy Tour. 

Finally, I acted as a Company media spokesperson during the Vancouver 2010 Olympic Torch Relay and Winter Games, and was selected as a Vancouver 2010 Olympic Torch Relay Torchbearer by Coca-Cola senior executives for taking personal action to positively impact the lives of those around me.

Public Affairs Manager, Sparkling Beverages

Proof (formerly Environics Communications)

While at Environics, I led account teams for Johnson & Johnson Inc. Consumer Packaged Goods brands including Listerine Mouthwash, Polysporin, Benylin, Rolaids, Visine and Reactine; as well as Queen’s School of Business. My role encompassed strategy development, client liaison, people and project management, budgeting, writing and media relations.

In the event of client crises, I provided sound communications counsel to senior decision-makers, proactively containing the situations.

My team comprised six direct and indirect reports, whom I trained on media relations, project management and client relations. 

Together, we led large-scale special events, including a national charity cook-off and a world record attempt involving nearly 300 participants.

A key accomplishment at Environics Communications was the initiation of a strategy for making Listerine Mouthwash an official part of the Canadian oral hygiene routine. Tactics included negotiating a long-term partnership with the Canadian Dental Hygienists Association and establishing and growing Listerine Gingivitis Week special events over four years. This strategy was used as model for international brand implementation.

I also earned profile-building opportunities for Queen’s School of Business faculty members. This involved synthesizing complex academic research into newsworthy pitches, generating coverage in Canadian Business Magazine, The Globe & Mail, The National Post, Report on Business TV, and Macleans.

Senior Consultant

Strategic Objectives

While at Strategic Objectives, my clients included Tropicana, Quaker, Gatorade, Viagra, LG Electronics, Bausch & Lomb, and A. Vogel Herbal Remedies.

Throughout my tenure there, I sought progressively greater challenges and responsibilities, which was recognized by a promotion to Senior Consultant. 

I was instrumental in creating and implementing the first-ever PR program for Gatorade in Canada, leading to double-digit sales growth and account expansion – included major media tours, a spokesperson announcement and two product launches.

My leadership of a new promotion for Tropicana earned The Communicator Crystal Award of Excellence.

Finally, I led all facets of the A. Vogel premium herbal remedies brand account team, including strategy creation, project management, client liaison, budgeting, writing and media relations

Consultant

Wildly Delicious Fine Foods

My passion for Public Relations was initially ignited as a summer student at Wildly Delicious Fine Foods. Here, I was challenged with creating and implementing the company’s first-ever PR activities to increase product purchase and usage by existing and potential consumers. 

I also contributed to the successful launch of more than 25 new products, and to the firm’s first forays into the U.S. market. This included organizing the company's presence at Canadian and international trade shows, surpassing previous sales levels.

Marketing Coordinator

Canada's Wonderland

Manager of Guest and Information Services

Camp Northland

Retired Camper

My name is Amy, and I’m a recovering workaholic.

Fortunately, I recognized this just a few years into my entrepreneurial journey. From that point on, I fine-tuned my ability to focus on the most valuable things to me, and to my business. 

Now, I’m eager to bring what I learned to others, through The Difference Lab. 

The Difference Lab workshops, talks and training empowers teams and individuals to fiercely prioritize what drives value at work and in life, by bravely subtracting what doesn’t.  

This skill is called Intentional Subtraction.  It’s critical in an era where overwork and busywork are overtaking essential work.

My work with The Difference Lab builds on my track record from 20+ years of leadership: of my own business, within Coca-Cola Canada, and at two of Canada’s top communications agencies.

A natural connector and partnership-builder, I started the Tween Girls’ Hockey League and am advocating for a more equitable ice time allocation policy in the City of Toronto. I am proud to be on the Board of Directors of the non-profit summer camp where the 4th generation in my family now indulges in lake swims, starry nights and s’mores. 

I’m insatiably curious and love to learn. I am currently learning to play guitar, and took up snowboarding a few years ago. Having traveled to 25+ countries (so far) in my lifetime, I find it exhilarating to explore new places with family and friends, and hope to do much more of it. My most extraordinary learning experience, however, has been parenting my three daughters alongside my husband.

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