Canada’s Most notorious Mayor
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Step inside your story and own it.
Or stand outside your story and wonder why you don’t stand out.
That’s the message Fraser heard loud and clear while sitting in on a TEC Canada executive session on June 8, 2018. Over the course of three hours in Regina, Saskatchewan, the former military pilot began to visualize a new blue-sky future for his small-town brand. He immediately recognized the timing was perfect.
“In matters of business, politics and love, perfect timing is equivalent to winning horse racing’s Triple Crown. Everything else is like watching nags running laps”.
With the window of opportunity opening before his eyes, Fraser could picture his organization setting itself miles apart from all others in the quest to boost tourism, attract outside investment and keep the town growing.
One week later he confirmed plans to host a one-day branding bootcamp
for about 25 business and civic leaders in his community.
Nothing has ever been the same since for “Canada’s Most Notorious City”.
A man who once flew F-18’s with the Royal Canadian Air Force has been instrumental in lifting the City of Moose Jaw, Saskatchewan to new heights; recognized globally as a prototype for what it takes to attract an unusual amount of attention, earn millions in free publicity and inspire tourism and economic development. The only son of Scottish immigrants from Glasgow, Fraser Tolmie is acutely aware of how a compelling brand strategy can put any community or organizations on the map,
Get the full backstory as we go one-on-one with Canada’s Most Notorious Mayor on this edition of Leaders & Legends.
“Saskatchewan is much like Texas — except it's more friendly to the United States” ADLAI STEVENSON
P.S….The first shot in Cold War II was fired on Friday, January 11, 2019. Social media rock stars, “Justin & Greg” uncovered an international travesty that demanded public attention. The plucky Regina pair discovered that four years earlier, a town in Norway had dared to erect a moose statue 30 centimetres higher than Moose Jaw’s own “Mac the Moose”. Barely suppressing righteously mock indignation at this slight, Justin & Greg shot a video in front of “Mac the Moose”; throwing down a patriotic gauntlet and insisted Mayor Tolmie take retaliatory action.
The mayor was forced to take a stand. It was Fraser’s turn to put up or shut up. How would he answer the bell and respond to this challenge? Would he fold his cards and like many politicians, artfully dodge the question?
Or would he drop the kid gloves and come out swinging?
20-MINUTE DISCOVERY SESSION.
Throughout the course of the pandemic, we have made every effort to serve small to medium-size business owners with an open heart and no strings attached. That's why we allot a certain amount of time each month for readers like you to schedule a 20-Minute Discovery Session via ZOOM. If you are facing a business or branding challenge that you are not quite sure how to handle and need to bounce ideas and gain clarity, we’re only a click away.
YOUR BRAND. WIDE-OPEN.
If now is the opportune time to differentiate, re-position and realign your organization, why not explore a metaphorical road trip called THE BRANDING HIGHWAY. Our in-person and virtual Executive Bootcamps serve as both journey and destination to help your brand emerge as an undeniable, undisputed, "Category of One". Impossible to describe, this unpredictable journey is best understood when you take a quick peek at this Video Overview:
“The most important victory is the one which has to arrive” ENZO FERRARI
PLANNING A SPEAKING EVENT?
The wheels of business turn faster each quarter and your company or industry association may be anxious to stay ahead of the lighting-fast relevance curve. In that respect, we are scheduling many in-person and virtual programs for 2021 with customized content designed to inspire conference attendees to acquire a “STADIUM-SIZED PERSPECTIVE”.
For more information on scheduling an In-Person or Virtual Speaking Program, send us a note here: bookings@gairmaxwell.com
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“If you choose not to decide you have still made a choice” NEIL PEART