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Strategically Unconventional: Finding real success by playing a different game

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Category playbooks and AI-generated best practices can reduce operational risk, but they rarely produce a competitive edge. These tools are increasingly available to everyone, which means they’re commodities, not advantages, and they often fail to reflect what makes a business’s situation genuinely unique.

Real competitive advantage comes from a different place: stepping outside the standard playbook and choosing to compete on different terms altogether. This workshop gives business leaders a systematic approach for moving past copycat strategy and building a position that’s genuinely their own.

By the end of this session, you will be able to:

  • Define Your Actual Arena: Isolate specific buyer segments worth winning while focusing on the high-friction problem your business is uniquely equipped to serve
  • Decide How You’ll Play: Learn how to establish clear strategic rules and deliberate trade-offs, making conscious decisions on what not to do so your operational model aligns with how you plan to win in your chosen arena.
  • Uncover Unconventional Value: Use grounded techniques to identify overlooked customer friction points and value drivers currently ignored by your competitors.
  • Build a Differentiated Strategic Position: Synthesize your distinct value proposition into a defensible market position that blazes a path rather than following the trail of your competition.
Date: Thursday, September 10th, 2026
Time: 12 – 1:00pm
Location: Virtual
Cost: Discounted to $0.00 thanks to our funders 
Register here

Presented by

Drew Friesen

Drew Friesen Marketing Inc.

Drew Friesen is a fractional CMO focused on providing marketing leadership for businesses in the ag and manufacturing space. With a focus on data and customer insights, Drew works to build a marketing strategy aligned with your business goals, and then works along side you to execute it with your team, leveling up your team along the way.

Over the last 3 years, Drew has worked with businesses to create $23million in marketing-generated revenue, and recouped and reallocated $150k+ of wasted ad spend.

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From Assumptions to Evidence:  Why Market Research is the Single Greatest Way to De-Risk Business Growth 

This webinar was recorded on March 5, 2026.
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Business success hinges on meeting real consumer needs, not assumed ones.

Yet many organizations make high-stakes decisions based on internal opinions, incomplete data, or outdated market views. The result is predictable: misaligned products, ineffective messaging, wasted investment, and stalled growth.

In this presentation with Drew Friesen, we explore how market research reduces these risks and sharpens strategic decision-making. Through two first-hand case studies, we’ll examine how deeper market understanding reshapes targeting, positioning, and investment priorities — materially changing business outcomes.

Attendees will leave with a clearer view of:

  • How asking the right questions leads to the right research
  • Key stats and metrics that will redefine the way your team thinks about commercial success
  • Practical ways to integrate research—supported by WTC Winnipeg’s Market Intelligence—into business strategy and planning

Presented by

Drew Friesen

Drew Friesen Marketing Inc.

Drew Friesen is a fractional CMO focused on providing marketing leadership for businesses in the ag and manufacturing space. With a focus on data and customer insights, Drew works to build a marketing strategy aligned with your business goals, and then works along side you to execute it with your team, leveling up your team along the way.

Over the last 3 years, Drew has worked with businesses to create $23million in marketing-generated revenue, and recouped and reallocated $150k+ of wasted ad spend.

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How Advertising does NOT Generate Revenue, and Why You Still Need it to Grow

This webinar was recorded on June 19, 2025.
For upcoming events and webinars, please visit our calendar.

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To continue to scale, every business needs to find higher volumes of business opportunities. But how do you generate leads? There are many myths about how to generate demand for your business. Based on consumer research, advertising is actually a weak influence on convincing someone to buy something.  

In this session, presented by Drew Friesen, you’ll learn how B2B and B2C buyers decide what to buy, how to improve the likelihood they choose your business, and how while advertising is weak at convincing buyers, you still absolutely need it to grow. 

Key Takeaways: 

  • Dispelling the myths of what advertising is good at, and what it can’t do 
  • Learn the best way to increase leads for your business based on consumer behaviour science 
  • Learn how to find the root problems behind your lead generation hurdles 

Presented by

Drew Friesen

Drew Friesen Marketing Inc

Drew Friesen is a fractional CMO focused on providing marketing leadership for businesses in the ag and manufacturing space. With a focus on data and customer insights, Drew works to build a marketing strategy aligned with your business goals, and then works along side you to execute it with your team, leveling up your team along the way.

Over the last 3 years, Drew has worked with businesses to create $23million in marketing-generated revenue, and recouped and reallocated $150k+ of wasted ad spend.

drewfriesenmarketing.com

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