Kevin Casey

Account Director and some other wild titles

Cal LeGrow Insurance & Financial Group

 Partner

Senior VP, Sales and Marketing

The Idea Factory

A group of 20+ wildly passionate marketers who love partnering with clients who want to stop being just average and ready to truly stand apart of the sea of sameness out there. While we plant ourselves in historic downtown St. John's - 40% of our revenue is from clients outside the province. We love to live here, but ready to put our fingerprints anywhere on the planet. That's the world we live in.  No Boundaries.

Co-Founder and Director

Labatt Breweries of Canada

Managed marketing and promotional activities for Newfoundland and Labrador including leading launch of Bud and Bud Light brands to the marketplace.

Marketing Manager

M5 Marketing Communications

Started working with Market Quest Research for 2.5 years and then worked with provincial and regional clients from Credit Unions to beer to car dealers - managing with a great team of talent fully integrated campaigns.

14 (un)conventional principles to reduce sales anxiety & increase sales.→ (un)selling® → the book → the page has turned.

READ THIS FIRST: 

I don’t teach pressure, convincing, or chasing. 
If that’s what you want, I’m not your guy.
__________________________________________________________________________________________

Let’s be real…

If sales makes you sweat, stall, or want to disappear into a cave—you’re not broken. 

You’re just not wired for boiler room tactics.

I help entrepreneurs who hate selling...stop hating it.

No fake urgency. No pushy scripts. No pretending to be someone you’re not.

I grew my first agency from a basement to $5M+ using zero cold calls. 

Then tripled the market value of an insurance brokerage by teaching the team how to sell like humans, not robots.

In my spare time, I coach founders and solo business owners how to get more yes’s—without chasing, begging, or burning out.

Join 3,000+  and get my free “Sunday Espresso Shots” at www.kevincasey.ca/unselling

Partner

Public Service Nonsense. 

Half those jet windows are circular and near a sink. 

Guilty: I’ve Been there. With my own make-it-look-fancy phase for years. Exhausting.  

Today: Recovered.  I’m a comfortable 4.2, not a perfect 5.  

More Costanza, Less Cardone. 

Reps over ring lights. 
Results over reels. 

Run your own race.  
Quietly. 

#unselling 

P.S. Mystery genius. Tag him so I can tip my hat.

Kevin  Casey 

Hate Selling? Helping Anxious Entrepreneurs Land More Clients Without Cold Calling | Best-Selling Author of (Un)Selling | I don’t teach pressure, convincing, or chasing. If that’s what you want, I’m not your guy.

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Early Sunday morning. 

Founder confession hours. 

Rolling with greats like Anne Whelan, ICD.D, Constanza Safatle and Jacqueline Lee.  

Strong coffee. Even Stronger riffs - with receipts.  

Thanks for the invite: 
Jeremy Bennett and Roger Maunder

Harvard brain. 
Goldfish action. 
Fix the goldfish.

Doing > IQ’ing. 

IQ won’t move the sales needle. 
Reps will. 

Stop polishing the pitch. 
Send the ugly one.

#unselling 

P.S. This is sometimes the place in a post where I’m supposed to plug my book. But you’ve got 32 unread sales books already. 
Don’t buy mine. 
Go sell something.

Is five minutes enough to honor a legend?

Short answer: nope.

Noel O’Dea. 
ICE Hall of Fame. 

We sit down together. 

On the big screen our timer isn’t a clock. 

It’s a giant animated ice cube. 

Programmed to melt into a puddle after 5 minutes.  

Then we shut up.

Minute Four passes. 

Noel is cooking. 

Stories. Lessons. Fire. 

The cube is sweating.

I give the booth the quiet top-up nod. 

*Plop. Plop. *

Two fresh cubes drop on the big screen. 

The room grins. 

We keep rolling.

When Noel talks, you don’t watch the clock. 

You refill it. 

Best call I made at Ice Awards  2025. 

It was an honor. 

#unselling

A Sales Lesson From A Real JERK. 

Look at the poster. 
The Jerk. 
Perfect sales coach.

Steve picks up a banjo. 
Day 1: sounds like a raccoon in a blender. 

Steve keeps picking. 

10 Years later he records “The Crow” and wins a Grammy. 

Reps beat talent.  

He had a simple reframe: If I keep at this for years I won’t still suck. 

That mindset carried him from clumsy chords to the big stage.  

Your sales are the banjo.

❌ Not another book.
❌ Not a prettier logo.
❌ Not a shinier website.

You need reps with buyers.

The Banjo Sprint for 14 days:

	1.	List 20 people you can help today. Real names.

	2.	Send 5 permission asks.   

Example: Saw X. I’ve got a quick fix for Y. Want it? 

	3.  Follow up with 5 stale leads. 
Kind. Direct. More value.

	4.  Log reps. Repeat tomorrow.

Rules during the sprint: 

• No new logo
• No site polishing
• No new courses

Only conversations that could create revenue.

Start. It might squeak.

Keep picking.

Be the jerk who practices. 

The money shows up before the Grammy.

#unselling

Inviting me to emcee The Ice Awards after walking out of the agency world  back in 2016 - well, its kinda like asking Judas to cater The Last Supper.  

This experience reminded me of how special and brilliantly talented the creatives are inside Atlantic Canada.   

It was an honor.

Thanks Ice Awards

Helping grow revenue by aligning Leadership, Product, Marketing and Sales.

This week, I attended the Ice Awards.

It's the first time since 2010, and, to be honest, I wasn't sure what to expect.
Would I know anyone?
What would I think of the people and the work?  

Fortunately, a few friends (recovering former-agency folks) joined me for dinner beforehand. (Jamie Gerrard, Kevin D'Aguiar and Jonathan Burns)

First, congratulations to all the winners.  
Check out all the results at: https://lnkd.in/gBAesZTm

Shout-outs to the first-ever ICE Hall of Fame inductees - I can’t think of two more deserving people who have done so much:
Paul LeBlanc - you are a disruptor, an innovator, and the ICE Awards are part of your legacy. Thank you for everything you have done and will continue to do. p.s.: I love that you shared the real origin story for the ICE Awards. 
@Noel O'Dea (Target Marketing & Communications) - you are a legend of the business. We’ve never worked together, but I respect all that you have done for the industry in Atlantic Canada.

The calibre of creative work coming out of Atlantic Canada remains exceptional - proof that great ideas still aren't limited by geography.

Hats off and a special thank you to 
@Evan Kelly, Bob Mills and the team from Accomplice Content Supply Co. - thank you for sponsoring and running the show. Incredible! Although I would expect nothing less.  
Kevin Casey - Kick ass job as emcee! 

Watching the next generation of talent accept awards was inspiring (although it did make me feel a little old).

But what struck me most? 
The people. 
Clare Tidby, John Smith, Shawn King, Tyson Hynes, Brad Dykema, Leslie Gascoigne, Albert Ianni, Gareth Evans, Bruce Whelan, Eric Miller, Karen Boyd,  Sam Archibald, Peter Woodward, Jeff Simpson, Richard Huggard, Martin Delaney, James Rothenburg, James Ingram, Joyce Laviolette.

And those not at the show, but never forgotten: Nelson Angel, Mike Hachey, Jason Riley, Iain Deans, Kevin Fidgen, Larry MacEachern, Sue Oland

Seeing familiar faces - former colleagues, industry friends, people who shaped an important part of my career. 

The whole night reminded me why I love the business. 
The genuine warmth and welcome I felt walking back into that room after all this time says everything about this community.

I miss celebrating exceptional creative work when it reaches the market and seeing the business results it drives. The thrill of watching great ideas come to life never gets old. 

That said, I'm glad I made the move when I did. 

I still get to work alongside talented creators, just from a different vantage point. It’s the best of both worlds.

And for those that I missed in this post, or didn’t get to talk to at the event. 
Let’s try again next year.

A Winner.  
On all counts.  
Congrats Constanza Safatle

Founder & CEO, Newbornlander | Social Enterprise Sector Leader | Advocate for Newcomers| G20 YEA Delegate 2024| G20 YEA Delegate 2025

September–October 2025: Crazy two months
	•Canadian Delegate – G20 YEA 2025 (National)
	•Change Maker of the Year 2025 – Newfoundland and Labrador Organization of Women Entrepreneurs (NLOWE)  (Provincial) 
	@TELUS #StandWithOwners Winner 2025 (National)
	•One of the 10 Most Influential Hispanics in Canada 2025 (National)

How do I feel? Terrified!
It’s honestly crazy to think how fast life moves. I feel like all those seeds I planted late at night, early in the mornings, on weekends and all the times I pushed my family to work beside me are now blooming at once. Every “No, sorry, I can’t go, I need to work” has turned into awards and recognitions.

Right now, it feels like all the apples are falling from the tree at the same time, and I’m trying to catch them all. Because this wasn’t easy,it was hard, risky, and often lonely.

Awards come with a lot of responsibility. Not because I owe anyone something, but because I know that many other immigrants are watching Newbornlander and my leadership. I truly believe that our story is unique and powerful, and that representation matters.

With humility, I want to say this:
- Newbornlander decided to open a clothing manufacturing company on an island in Canada.
-We chose to work in the baby industry in the province with the lowest birth rate per capita in the country.
- And we chose to employ immigrant and refugee women, no matter their level of English or sewing experience, because we believe in teaching, one by one and everyone deserves an opportunity.

🇿🇦As Nelson Mandela said, “It always seems impossible until it’s done.”

In times of uncertainty, awards remind us how important it is to stay creative, to give back, and to keep building community. These past two months have been overwhelming, but above all, they’ve been full of gratitude.

It is feel terrifying, but at the same time, feels like pure happiness. Whatever comes next, I’m ready.
Newbornlander has shown me what happiness truly means and how lucky I am.

Please continue to support local, support small business, support Canada, and support Newbornlander.
Now, more than ever, your support matters! 

Special thanks to my friend and mentor Cathy Bennett 
Emad Rizkalla and Kevin Casey to support me in my complex and dark moments this year.
My husband Tomas Araya-Schmidt for being patient and The Northpine Foundation for accelerating my social impact and belief in Newbornlander
And My amazing team that is indestructible Newbornlander

Stephanie Howlett (She/Her/Hers)🏳️‍🌈❤️🏳️‍⚧️

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