3 exclusive
brand programs
9 leaders max
per program
98% client
retention rate
One path:
clarity first
Learn. Reset. Lead.
Three programs.
One path to clarity.
Most leaders know they need to stand out in the AI age, but struggle with How.
fyrst° is a boutique executive platform for founders and leaders who want to build authentic brand authority.
In three exclusive intensives, you gain the clarity to make your brand impossible to replicate and build to last.
Every fyrst° cohort is built for a specific challenge.
Choose the one that fits where you are now.
Brand Maestro™
The Symphony of Clarity in the Age of AI
Starts on December 5
→
Starts on December 5 →
Most leaders believe AI gives them an edge. In reality, it’s making every brand sound the same.
This 4-week intensive helps you build unmistakable clarity, the kind that wins deals and creates a lasting legacy.
Precision brand story
Custom AI playbook
12-month execution roadmap
Brand Navigator™
Crossing Cultures and Markets with Clarity
Starts on November 11
→
Starts on November 11 →
What works in one country can fail in another.
This 5-week intensive equips global founders and CEOs to expand across borders with strategy, confidence, and cultural precision.
Global Expansion Matrix
Cultural Radar Checklist
12-month Market Entry Roadmap
Brand Architect™
Designing Your Leadership Version 2.0
Starts on January 8
→
Starts on January 8 →
Even the most accomplished leaders reach a turning point.
This 6-week intensive helps you design your next chapter: the structure, story, and strategy for a legacy-ready platform.
Leadership & business blueprint
Positioning tools & frameworks
12-month roadmap for reinvention
Who fyrst° is and How we work
After 20+ years building brands across English and French markets, and as Vice-President at The Toronto Star, I've watched the same pattern kill momentum over and over: Your story stops landing. Your clarity fades. What used to work no longer does.
Most leaders respond by doing more - more campaigns, more tools, more pivots. But the problem isn't effort. It's lost signal. EVOLAZ™ is the system I built to restore it. It's the cycle leaders' return to when everything else has stopped working.
The EVOLAZ™ Three-Phase Cycle ❊
Phase 1: Foundation
Empathy → Your customer doesn't care about your vision until you've lived inside their problem.
Vision → Define where you're going, not where the market says you should be.
01
Phase 2: Expansion
Openness → Test assumptions. Learn from friction. Stay awake to what's shifting.
Leadership → Make the call. Own the narrative. Carry it forward when no one else will.
02
Phase 3: Transformation
Adaptation → Turn the breakdown into the breakthrough. Every obstacle contains your next move.
Zeal → Sustain the drive when doubt creeps in and everyone else taps out.
03
60+
international founders
140+
leaders & executives
20+
years brand expertise
How We Operate
→ Clarity before scale.
If your story isn't sharp, adding volume just magnifies the confusion. Scale never fixes what is broken at the core; it only exposes it.
→ Strategy without story is just a plan. A story without a strategy is just talk.
A strategy shows where to go. A story makes people want to follow. You need both.
→ AI is a tool. Judgment is still yours.
We use AI to speed up research and drafting, but it doesn’t replace hard thinking. The machine cannot tell you why your story matters. That is the human work.
→ Execution is everything.
A strategy that sits in a deck is just decoration. We build brands that move, from clarity to action, without the gap in between.