This edition features a handful of business Aviation Solution Providers across several sectors that are at the forefront of leading us into a digital future Read More: https://insightssuccess.com/10-most-trusted-aviation-solution-providers-2022-november2022/

1. VOL-11 | ISSUE-03 | 2022
www.insightssuccess.com
Air Mobility
Soaring in the Present, Defining the Future of Urban Air Mobility
Dr. Simon Briceno
Chief Commercial Officer
Jaunt Air Mobility

4. Entering a
Realm of
Skyrocketing
Innovations
Editor’s Desk
Abhishek Joshi
Abhishek Joshi

5. e live in an era where technology is advancing
Wmore rapidly than it ever has at any other point
in the verticals historically. Virtually every
industry worldwide is undergoing technological
advancements, and the aviation industry is no exception to
this revolution.
From the advent of predictive maintenance to embracing
the innovations in cloud technology with augmentation,
enabling efficiency in the primary operations of aviation.
Initially, when it comes to the services of aircraft
transformation, especially commercial aircraft, the transfer
of information needs to be ephemeral or as close to
immediate as possible.
More than anything, cloud technologies amalgamate
various other augmentations leading to affluent outcomes.
Combining Artificial Intelligence and Big Data plays an
extremely vital role enables a plethora of reliability and
ensuring enhanced security and assurance of quality in
niche operations.
Predictive maintenance is one feat greatly enabled by
advancements in new-age technology. As opposed to
traditional maintenance, which is both time-consuming and
inefficient, predictive maintenance leverages machine
learning to optimize the time and resources spent on
maintenance tasks.
The best predictive maintenance software can determine
which aircraft components need repair before showing any
suboptimal functioning. Although digital technology has
existed for quite some time now, digitizing an industry as
large as the aviation industry is a complicated process.
Beacon technology, traditionally renowned as radar
beacons, now excels as one of the leading navigation
systems with its potential to enable trustworthiness for
travelers between different terminals at the airport.
Further, this technology can assist airports and vendors at
the premises and provide data about the current location of
the passengers and then send them personalized and
relevant information accordingly. Moreover, Robotics play
an important role in executing various tasks like
management of consumers' various needs, luggage and
baggage handling, and is consistently working towards
making the travel experience delightful and comfortable for
their customers.
Airlines can drive valuable insights by analyzing the vast
amount of data available to them to create delightful
experiences for travelers, understand customer preferences
in real-time based on data of their purchase history, travel
itineraries, etc. and provide them customized offers.
Embracing the journey of the companies providing the
aviation industry with the services and solutions that
empower a plethora of innovations, Insights Success
features the enthralling stories of "10 Most Trusted
Aviation Solution Providers, 2022.”
Flip through the pages and embrace the advancements that
are transforming the aviation industry and scaling its
progress to greater heights.
Have a Delightful Read!

6. Cover Story
CO
N
T
E
N
T
S
08
Air Mobility
Soaring in the Present, Defining the Future of Urban Air Mobility

7. Best Practices In The
Event Services Industry
Changing Work and Society
for the Good
16 18
22 26
Leader’s Viewpoint
Simple Ways to Conserve Ocean
Ecosystems and Protect Marine Wildlife
How Storytelling can
Enhance Brand Identity?
Leader’s Viewpoint
28
Want Digital Transformation?
Start by Changing Minds
Leader’s Viewpoint

8. sales@insightssuccess.com
November, 2022
Editor-in-Chief
Senior Sales Manager Business Development Manager
Marketing Manager
Technical Head
Technical Specialist Digital Marketing Manager
Research Analyst
Database Management Technology Consultant
Merry D'Souza
Managing Editor Executive Editor Assistant Editors
Visualizer
David King
Art & Design Director Associate Designer
Kshitij S Peter Collins
John Matthew
Sales Executives
David, Martin
Business Development Executives
Steve, Joe
Jacob Smile
Amar Sawant Dominique T.
SME-SMO Executive
Atul Dhoran Frank Adams
Circulation Manager
Robert Brown Stella Andrew David Stokes
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Aditya Gaikar
Revati Badkas
Jenny Fernandes Anish Miller
Sonia Raizada

9. Brief
Company Name
AMAC Aerospace is offering narrow and widebody VIP
Completions and Maintenance for the
corporate/business/private aviation market.
Featured Person
Kadri Muhiddin
CEO
AMAC Aerospace
athensflyingweek.gr
Arconic is a leading provider of aluminum sheet, plate and
extrusions, as well as innovative architectural products, that
advance the automotive, aerospace, commercial transportation,
industrial, packaging and building and construction markets.
Laurent P. Salah
President
Arconic
arconic.com
Aviation Capital is a premier global full-service aircraft lessor
focused on building long-term partnerships with, and value
creation for, our airline customers and investors.
Thomas G. Baker
CEO
Aviation Capital
aviationcapital.com
Crane Aerospace & Electronics delivers innovative design and
manufacturing engineering capabilities for rugged commercial
aviation, defense and space.
John J. Higgs
President
Crane Aerospace &
Electronics
www.craneae.com
GKN Aerospace is the world's leading multi-technology tier 1
aerospace supplier.
David Paja
CEO
Jaunt Air Mobility is changing the way we commute. No traffic.
No congestion. No Noise. Enjoy the Jaunt Journey.
Dr. Simon Briceno
Chief Commercial Officer
Jaunt Air Mobility
jauntairmobility.com
NAS aims to be the service provider of choice to the aviation
sector in emerging markets.
Hassan El-Houry
President
National Aviation
nas.aero
Recaro Aircraft Seating is a global supplier of premium aircraft
seats for airlines and OEMs.
Dr. Mark Hiller
CEO
RECARO Aircraft
Seating
recaro-as.com
Skytanking provides a full range of aviation fuelling services
including into-plane fuelling, aviation fuel storage and hydrant
management.
Clinton Roeder
MD
Skytanking
skytanking.com
Virgin Galactic is an aerospace and space travel company,
pioneering human spaceflight for private individuals and
researchers with its advanced air and space vehicles.
Michael Colglazier
CEO
Virgin Galactic
virgingalactic.com
GKN Aerospace
gknaerospace.com

10. Air Mobility
Soaring in the Present, Defining the Future
of Urban Air Mobility
C o v e r S t o r y
The Jaunt Journey's
patented design brings
the best in aviation
technology to meet the
new era of
transportation for urban
air mobility.
“ “

11. Dr. Simon Briceno
Chief Commercial Officer
Jaunt Air Mobility

12. here was a growing gap between a mid-market
Taerospace company and a defense company that
provided the latest technological solutions and
services in the commercial and military aviation space.
Filling this gap and capitalizing on the decades of industry
expertise across aviation, drone services, and avionics
markets, The AIRO Group acquired Jaunt Air Mobility
through a merger acquisition.
Jaunt Air Mobility was formed in 2019 to develop and
commercialize an all-electric aircraft to serve the emerging
urban air mobility markets. With an aim for the sky, the
company acquired the slowed-rotor compound (SRC)
technology from Carter Aviation, a proven transformative
technology developed and matured over the last two
decades.
Jaunt recognized an opportunity to combine the SRC
technology with the latest advancements in lithium-ion
batteries and electric motors and the promising benefits of
thermoplastic materials. The company has established a
successful business model, developing a new type of
aircraft referred to as an air taxi that moves people short
distances over large, congested cities.
Multiple studies (Morgan Stanley, Deloitte, Booze Allen,
Goldman Sachs) show significant market growth and
aircraft demand over the next two decades for the emerging
air taxi market, commonly referred to as Urban Air
Mobility (UAM). They project a $287 billion global market
by 2030 and a $1.5+ trillion market by 2040.
Team Invested in Success
The Jaunt team comprises exceptional individuals with
executive leadership backgrounds in aviation and business
and decades of experience in aircraft design and technology
development, certification, and flight testing.
"Any entrepreneurial endeavor requires a highly capable
team; a team with vision and tenacity,"says Martin Peryea,
CEO of Jaunt.
Dr. Simon Briceno is the Chief Commercial Officer for
Jaunt Air Mobility. He is accountable for developing Jaunt's
commercial strategy, identifying new business
opportunities, and working with its customers and operators
to establish an Advanced Air Mobility (AAM)
transportation system. Simon also leads the charge in
expanding Jaunt's global network of aviation and
infrastructure partners. He manages a team of experienced
professionals to develop the AAM Eco-system.
The AIRO Group
The AIRO Group has assembled a synergistic portfolio of
well-positioned companies with differentiated and
innovative technologies, ranging from established and
mature product offerings. These products include innovative
10 Most Trusted Aviation Solution Providers, 2022

13. drone and electric vertical takeoff and landing (eVTOL)
solutions, with a balanced customer mix, both military and
civil. The AIRO Group is advancing an ecosystem of
aerospace technologies and operational capabilities built
with the expertise of successful certification and a proven
track record of safety and efficiency.
The AIRO Group's wholly owned subsidiaries cross four
complimentary strategic divisions, each with a diverse set
of partners and customers and each representing a large and
fast-growing market segment:
Advanced Avionics: Aspen Avionics provides aircraft
electronic display systems for communications, navigation,
AI, collision avoidance, radar, or electro-optics.
Training: Coastal Defense and Agile Defense provide
professional training services, including adversary air
services, aircraft leasing training, and consulting services
for militaries worldwide.
Commercial Drones: Sky-Watch and AIRO Drone
provide professional UAV platforms and services for
reconnaissance, surveillance, inspection, and weather
analysis, often used within civilian and military
applications.
Electric Air Mobility: Jaunt Air Mobility provides safe,
quiet, affordable, and eco-friendly all-electric aircraft to
operators worldwide in the air-taxi (urban air mobility),
cargo, and emergency response markets.
The Philosophy at Jaunt Air Mobility
Jaunt has taken a unique yet proven aviation approach to its
business philosophy and the design of its aircraft. Jaunt's
mission is to develop, certify, and commercialize an all-
electric VTOL aircraft. The company aims to produce these
aircraft in quantities far exceeding aviation production
today. It plans to achieve this objective with a success-
oriented plan that leverages world-class suppliers' support
and has a clear aircraft certification basis as the framework
for the aircraft's configuration. The Jaunt Journey air taxi
will be certified at the highest level, equivalent to that of
“ “
The Jaunt Journey's
patented design brings
the best in aviation
technology to meet the
new era of
transportation for urban
air mobility.

14. large commercial aircraft.
In addition to the SRC technology, Jaunt has developed
multiple patented technologies essential to meeting or
exceeding requirements for noise, safety, operating costs,
and acceptance by communities and passengers alike. Jaunt
is focused on the entire aircraft life-cycle from development
and manufacturing to operations and supportability with a
sustainable aircraft design. This multi-disciplinary approach
is optimized for maximum safety and affordability.
"Jaunt is one of the most uniquely positioned companies in
the eVTOL world. The fundamental aircraft technologies of
the Slowed-Rotor Compound (SRC) have been proven out
over the past quarter century. The world-class team now
has the backing of the highly respected AIRO Group and
tie-ups with impressive partners around the world. Perhaps
most importantly, there are already existing rotorcraft
airworthiness standards for the US Federal Aviation
Administration (FAA), European Union Aviation Safety
Agency (EASA), and Transport Canada (TCCA) under
which the Jaunt Journey can be certificated. There's a lot of
hard work ahead of Jaunt, but the company is well-
positioned to meet its goals.”
• Mike Hirschberg, Executive Director, The Vertical
Flight Society (Fairfax, VA)
Design considerations and selection of world-class Tier 1
aerospace suppliers are focused on implementing
innovative technologies, expertise in certification, and high-
volume manufacturing processes that minimize aircraft
acquisition costs. Jaunt works with premier aircraft
operators and support and maintenance organizations to
reduce direct operating costs. These savings result in the
lowest passenger ticket and cargo costs.
Building Next-Gen Aircraft
Jaunt Air Mobility is building the best in the next
generation of aircraft to meet the growing demands for
faster travel times over urban areas. It is the world's first
and only compound aircraft that is a true combination of a
helicopter and fixed-wing airplane, with the best aspects of
each and a safe, seamless transition between hovering and
vertical flight and a fast, smooth cruise.
Jaunt's eVTOL is the quietest design configuration and
offers the best ride quality. In the unlikely event of a
complete power loss, the aircraft can perform a safe landing
through enhanced autorotation and gliding capabilities
making it one of the safest aircraft in aviation. The
patented technology has been used on multiple Jaunt
demonstrator aircraft, with exceptional performance, over
300 piloted hours, and 1000+ takeoffs and landings,
validating the core technology.
The development of eVTOL aircraft has opened many
potential aviation applications. The two most significant
market opportunities are the movement of passengers and
cargo in and around urban cities. The secondary markets are
emergency response which includes medevac, law
enforcement, search and rescue, and tourism.
Jaunt has designed its aircraft to transport passengers and
easily convert its cabin to transport cargo. The company
aims to provide specialized aircraft kits and equipment for
secondary markets.
The success of the urban air mobility markets depends on
not just the electric aircraft but the many other novel
ecosystem elements. Operating all-electric aircraft will
require new charging infrastructure, maintenance, passenger
services, digital interfaces, and many more supporting
elements to enable the high-tempo operations envisioned
for these markets. Jaunt has recognized these ecosystem
requirements from the outset.
The company has assembled a group of companies and
formed a consortium called Access Skyways, where
collaboration is needed to find solutions in areas such as
infrastructure to ensure commercial operations are feasible
upon aircraft entry into service.
Simon says, "As a research faculty member at Georgia Tech
in aerospace engineering, I spent 15 years leading
innovative aircraft design and technology integration
finding the right balance of novel technologies and ones
that have been proven is critical to getting through
certification and commercial operations in a viable time."
Dealing with Challenges
The company is tackling challenges in the following three
areas:
• Thermoplastic technology development and its
manufacturing processes. Qarbon Aerospace, Jaunt's
partner in developing their airframe structures, has
made tremendous strides in advancing the use of
thermoplastics for aviation applications. The company
will work on the remaining development areas to

16. impact the organization will have on communities and
ensuring that it remains environmentally sustainable.
In addition, an economic impact study examined Jaunt's
significant direct, indirect, and induced financial impacts
and employment creation, highlighting thousands of jobs
resulting from aircraft development and production. Jaunt's
aircraft manufacturing center in Québec leverages the
thriving aerospace industry there. The company plans to tap
into the established aerospace supply chain and the
engineering talent.
Simon concludes with the words, "Jaunt will demonstrate a
pre-production model of the Jaunt Journey in 2024, and
Jaunt's certified aircraft will enter service in 2027. Looking
further into the future, the trend in aviation is autonomy.
Jaunt plans to convert its aircraft for autonomous (with no
pilot onboard) operations, which will happen when the
public and certifying authorities are ready. In the meantime,
The AIRO Group commercial drone division focuses on
providing new AI solutions on drone platforms which will
serve as testbeds for Jaunt to learn about future
autonomous capabilities."
• ensure the technology is ready for certification and
production. Simon explains, "We will use the latest
technologies like thermoplastics and clean
manufacturing processes, resulting in an aircraft that
will be 99% recyclable."
• Public acceptance of eVTOL/air taxi aircraft. The
urban air taxi market is new to the public, and OEMs
must demonstrate that these aircraft are as safe as
commercial airliners, are much quieter than
helicopters, and are affordable for the everyday
commuter. The industry has come together to address
many of these challenges.
• Looking further into the future – once urban air taxi
markets are established and growing, there will be a
need to ensure that the airspace can safely
accommodate a growing quantity of aircraft. There will
be a need to transform the airspace traffic management
over urban areas.
Affordability at its Core, Sustainability at the Forefront
The urban air-taxi market is a new mobility solution for
people in and around large cities. This new form of
transportation will allow people to move much faster and to
farther destinations in an aircraft that will be safe, quiet, and
environmentally friendly. Jaunt and its operators will offer
affordable air-taxi services for commuters in major global
metropolitan areas.
At the center of Jaunt's values is a focus on the economic
“ “
At Jaunt Air Mobility, we
are building the very
best in the next
generation of aircraft to
meet the growing
demands for faster travel
times over urban and
regional areas.

18. C
an you run a publicly listed company with close to
1000 employees with minimum viable
management (MVM). Gofore has proven it to be
possible with the right tools and mindset. How is it
possible? Is it an effective way of doing business?
Agile manifesto was published in 2001, which is the same
year when Gofore was established. The company values
have stayed the same ever since. Gofore is a lean and agile
digital consultancy company, and our greatest asset is our
experts.
We trust our experts to make the best decisions themselves
and for our customers – we believe that smart people make
smart decisions. That is why our first and most important
value is that we are the best workplace for everyone.
Gofore was rated as the 2nd best European level workplace
in 2017. Secondly, we thrive on our customers’ success. We
have helped to achieve success in several companies like
Siemens or Finnair. We always work as the same team with
our customers, that is how we win together.
We help our customers with all steps of digitalization, and
we must be digital ourselves.
Changing
Work and
Society
for the
Good
Tuuli Pärenson
CEO
Gofore Estonia
November 2022 | 16 | www.insightssuccess.com

19. We think digitalization can and should be a force for good.
To us, it is a very human effort. We bring good people
together to identify and embrace new ways of thinking and
doing for a more sustainable future. For example, in a
business sense, we have found that one important function
is reporting. Reporting does not require a human
component, so we have fully automated this. We have a
middle manager in Gofore who is not a human being.
Instead, he is a chatbot called Seppo. When someone has
for gotten to enter data, then Seppo sends them a personal
reminder. He is also responsible for informing us how we
are doing. The future is here, and we are embracing it.
We help our customers improve their digital services both
for their customers and their employees and network. It all
starts with the right mindset and vision, then continues
implementation and capacity building. Our employees
might need different skills to manage in a changing
environment. Digitalization without people is just hardware
and code. Thus, we work with you to uncover how people
and technology best serve each other and build solutions
that contribute to your success. When you have a goal but
struggle with the enabling means, we help you develop the
capabilities necessary for realizing your objectives by
designing purposeful, agile processes, ecosystems, and
service concepts. Thirdly, all the services that have been
developed have to keep up with the constantly changing
world. We are here to improve the running of your
operations by, e.g., automating or rethinking routines and
increasing your confidence by looking after your systems as
if they were our own.
Our unique company culture is based on equality,
transparency, and trust. Everyone has a part and a voice in
our communal culture. Our culture thrives when everyone
is committed to building it. At Gofore you are free to
choose your way of working since we believe individuals
know how they work at their best. We encourage our
employees to learn continuously and offer possibilities to
develop their expertise and personal skills. At Gofore, you
can be your true self. Our people come to work smiling,
even on Mondays. That is a true spirit that can give the
work a real meaning and affect what we can achieve with
our clients.
About the Author
Tuuli Pärenson is the CEO of Gofore Estonia and is responsible for international
business development in Gofore Group. She has extensive experience with
successful digital transformations internationally in the private and public
sectors. Her special skill is designing and implementing cooperation models
that promote co-creation and stakeholder engagement. She is still a human
being with Ph.D. in economics, a husband, three kids, and a dog.
November 2022 | 17 | www.insightssuccess.com

20. Michelle Harty
November 2022 | 18 | www.insightssuccess.com

21. BESTPRACTICES IN THE
EVENT
SERVICES INDUSTRY
hile the global pandemic has had a profound and
Wunparalleled impact on the whole world and
particularly the hospitality industry, I have been
impressed and encouraged by the innovation, collaboration,
and support I have seen this year. I am proud to be involved
in the effort to move our industry forward and am excited
about continuing to encourage growth and education among
my colleagues.
The travel and meetings/events industry came to a standstill
in March 2020 with many meetings and events being
cancelled and rescheduled. Like most of my industry
colleagues, I was hoping for a quick bounce back, but in
May of 2020 I realized that this was not going away as
quickly as originally hoped. I was feeling isolated and
wanted to find a way forward. I began reaching out to
people in my network to check in and see how they felt and
what they were doing. I was overwhelmed by the responses
of my industry family feeling discouraged, alone, and in
need of answers. I decided I wanted to help and brought
thought leaders from across the country together via Zoom
for a Think Tank to brainstorm best practices for moving
forward with in person meetings in our “new normal”.
Here are some highlights.
Communication: In my opinion, this is the most crucial
component to hosting successful meetings and events.
While it has always been important, in our current
environment it is critical that you are communicating with
your attendees, hotel/venue staff, and your client prior to
arrival. It is important to outline every detail of your
meeting from arrival and departure to meal functions,
agenda planning, and contingency planning.
Sanitation: Never have we been so excited about bleach
and HVAC systems. Most hotels are using electrostatic
sprayers to provide a 360-degree sanitation of meeting
space as well as regular sanitation of high touch areas. We
also recommend taking an in depth look at the HVAC
systems in your venue to and making sure these are up to
date and functioning to provide a safe environment.
Meeting Set-Ups: In keeping safety top of mind, we
recommend setting your meeting space on the cautious side
of area guidelines and recommendations. For most of our
meetings, this means 6 ft of spatial distancing. Consider
setting space with 3 people per 72-inch round, 1 person per
cocktail round, or 1 person per 6ft classroom tables. It is
also important to include larger aisle ways, marked traffic
flow, and dedicated entrances/exits to reduce cross
contamination.
Signage: Have signage posted throughout the meeting
space that reminds people to wear their masks and maintain
distance from others. In addition, also provide signage that
November 2022 | 19 | www.insightssuccess.com

22. designates one-way aisles, entrances, and exits, as well as
floor decals at registration desks that mark off 6ft of
distance. This will remind attendees to follow the
procedures throughout the meeting.
Touch less Buffets and Pre-packaged Meals: At the start
of these discussions, many thought buffets would be
inadvisable in our current situation. However, we have had
great success with buffets using a couple of different
methods. One option is to have various food items in pre-
packaged containers that attendees can select as they go
through a buffet line.
Agenda Planning: In planning your agenda, it is important
to keep safety top of mind and create an agenda with your
new meeting in mind rather than shifting an old agenda to
accommodate the new normal. Consider your goals and
consider solutions such as smaller general sessions, virtual
general sessions with in-person breakouts, assigned
sessions and seats, speakers rotating rooms rather than
attendees, and staggered start and end times.
Pre and Post Meeting Surveys: Require attendees to take
pre-event health screening surveys identifying risk factors,
symptoms, and potential cases prior to the meeting. All
attendees must then show proof that they took and passed
the survey before entering the meeting and participating in
screening such as temperature checks, additional questions,
or even COVID testing depending on the meeting and
resources.
Selecting a Meeting Type in COVID-19 Contingencies
The best part about meetings is the number of ways you can
meet and accomplish your goals. While my preference will
always be connecting face to face for an in-person meeting,
I recognize that this may not be possible for everyone based
on budget, safety, resources, and meeting purpose.
With the assistance of technology, we can offer several
alternatives for locations where gatherings are limited or
restricted. This includes a variety of hybrid and virtual
options including in person meetings with virtual
components, meetings with virtual and in person attendance
options, video conferences, 3D virtual environments, and
more. Some of our recommendations are as follows:
Attendance Choices: The basic structure for a hybrid
meeting where attendees have the option to attend virtually
or in person. This is a great option as you can still maintain
the size of your program and many times, we find that
attendance is higher for hybrid meetings as it allows
attendance from those living further away or unable to
travel normally.
Segmented Meetings: For some meetings it is important
that there is an in-person component and there are ways to
conduct a safe meeting within capacity guidelines without
having to limit your attendees. One way of doing this for a
seminar type program is to break your group into smaller
segments and broadcast the speaker's presentation
simultaneously into the various rooms where attendees can
view and hear the presentation.
Agenda Tracks: Similar to the above, you can maintain
some of the benefits on an in person meeting such as
networking and face to face interaction, by dividing your
groups into smaller segments and assigning them to
different agenda tracks.
Participation from Guestrooms: A unique hybrid solution
we have seen for some meetings is participation from
guestrooms. Sessions can be live streamed to an attendee's
guestroom allowing you to utilize the more reliable hotel
internet infrastructure for web conferencing and
maintaining the travel aspect of a meeting.
Fully Virtual Meetings: While I am passionate about face-
to-face meetings, virtual conferences options such as video
conferences, webinars, and 3D environments have been an
integral part of my business in the past year. In locations
where gatherings are not allowed, your attendees exceed the
maximum amount, or if your attendees/organization is not
comfortable with in person meetings, there is also the
option of a fully virtual meeting.
There is no tried-and-true way to pick the perfect meeting
type to accomplish your goals Whether you are hosting an
in person or virtual meeting, at Meeting Sites Pro we are
dedicated to ensuring the success of your program and
continuing to meet.
November 2022 | 20 | www.insightssuccess.com

24. 9
Simple Ways to
Conserve Ocean
Ecosystems and
Protect Marine
Wildlife
Farrah Smith
November 2022 | 22 | www.insightssuccess.com

25. About the Leader
Farrah Smith holds more than 20 years of experience and
expertise in generating revenue and increasing support
bases for non-profit and for-profit organizations. She has
spent a decade working for one of the top ocean
conservation organizations in the world, and is a proud
member of Former Vice President Al Gore's Climate Reality
Leadership Corps. She Founded Farrah Smith Coaching as
part of her commitment to empowering teens and young
adults in leading happier, more intentional, productive, and
purposeful lives.
e are in an era in which we now find ourselves
Wfacing the consequences of our collective
behavior and mistreatment of the natural world.
One million species of plants and animals are currently
threatened with extinction. Diminished biodiversity
weakens ecosystems and has far reaching consequences.
Things will get worse in the not-so-distant future if we do
not shift our priorities from the economic interests of
humans to the ecological interests of all species including
ourselves.
For over four decades, Sea Shepherd has been on the front
lines of ocean conservation, protecting biodiversity against
the threats of human activity. Our primary focus is
combating illegal, unreported, and unregulated (IUU)
fishing. More than 20% of the fish taken out of the sea
comes from IUU fishing. So, it’s a critical issue that must
be addressed if ecosystems are to stabilize and eventually
recover.
Why should you care about illegal fishing? Because if you
diminish fish stock, you diminish marine ecosystems. If you
diminish marine ecosystems, you're looking towards a
collapse of the ability of those ecosystems to support life.
The ocean provides food, it provides oxygen, and regulates
temperature. All things essential for our survival.
Often people tune out when they hear "fishing" because
they do not feel a connection to that issue or fish in general.
They are unaware that millions of sharks and over 300,000
whales, dolphins, and porpoises die from entanglement in
fishing gear each year. That is called bycatch, and it's the
single largest cause of mortality for the marine wildlife
most people do care about. Simply put, large-scale fishing is
killing the animals we love and need for a healthy ocean.
I encourage anybody who is concerned about the state of
our oceans, to get involved. Here are seven simple ways
you can conserve ocean ecosystems and protect marine
wildlife.
1. Get Involved
Every person can make a difference. Sea Shepherd is a
global movement powered by the passion of volunteers
around the world - people just like you. Visit
seashepherd.org/get-involved to learn more about joining
our at-sea campaigns or volunteer with your local chapter
and participate in beach clean-ups, outreach opportunities,
and more!
2. Minimize Waste
Avoid single-use plastics, reduce your carbon footprint, and
be mindful of energy consumption.
Leader’s Viewpoint
November 2022 | 23 | www.insightssuccess.com

26. 3. Show Your Support by Purchasing Official Sea
Shepherd Merchandise
Our products go through stringent sustainability
production processes. By wearing our merchandise, you
also help fund our direct-action campaigns and spread the
word about ocean conservation issues. Shop Sea Shepherd
https://shop.seashepherd.org/
4. Avoid Products That Exploit Marine Wildlife
Squalene, found in many cosmetic products, is often
derived from sharks. Avoid shark liver oil, coral, and
tortoiseshell jewelry. Even pet food purchasing decisions
can make an impact in helping to protect some of the
ocean’s most vulnerable species.
5. Leave Nothing Behind
While enjoying the ocean and waterfront, please ensure that
you collect and dispose of your trash properly. Leave only
footprints in the sand behind!
6. Eliminate Marine Wildlife from Your Diet
Industrial fishing is depleting fish populations more rapidly
than they can regenerate. We encourage all who can
eliminate fish from their diet to choose more humane and
ecologically friendlier alternatives.
7. Reduce, reuse, and recycle
Cut down on what you throw away. Follow the three "R's"
to conserve natural resources and landfill space.
8. Don't send chemicals into our waterways.
Choose non-toxic chemicals in the home and office.
9. Donate
By supporting Sea Shepherd, you help keep our ships on
the front lines of ocean conservation. Visit
https://seashepherd.org/donate and help us continue to
protect the ocean.
We need to live in harmony with other species and protect
the rights of nature. Now more than ever, we need to take
action and fight for the future of our planet. We must do
everything we can to protect this aquatic earth we all call
home.
November 2022 | 24 | www.insightssuccess.com

28. About the Author
From the start-up community to
the classroom and now in my
companies Schmooz Media and
Daddys Digest, Zoë Share values
creating meaningful
relationships, helping businesses
add value to real people -
specifically families, parents and
children. Her passions for
business and education stem
from her belief that
communication and
collaboration can start a positive
conversation and impact
values-based businesses
bottom lines.
Leader’s Viewpoint
Zoë Share
CEO
Daddy’s Digest
November 2022 | 26 | www.insightssuccess.com

29. that would appeal to them so that they are getting value out
of your stories and experiences.
Right now, I’m writing for you and I’m making
assumptions about you - the reader - as I write. I assume
you’re interested in business, you are curious about how an
entrepreneur who has had 2 companies before the age of 32
years old, with 2 kids under the age of 4 makes it work. You
want to learn from my subject matter expertise (education,
language and business) and you want to feel like you didn’t
waste your time reading this.
A platform like Daddy’s Digest is so strong because it’s
made up of these vulnerable moments and opportunities for
connection. DD is amplifying the voices of fathers to
encourage the radical involvement of fathers and father
figures in their kids' lives and teaching them how to
navigate fatherhood. We focus on stories from the audience
about self-discovery, mental health, gender and sexuality
crisis issues, divorce, and doing the work so you can have
the hard conversations (and all the fun) with your family.
The sta ffat DD also tell their own stories which are part of
our brand’s identity. It shows people that we also go
through these problems and are also looking to build a
community to help one another. With Daddy’s Digest,
people (partners, readers and friends) can tell that we are
more concerned with helping fathers to navigate fatherhood
more than trying to get money out of them.
So can storytelling enhance a brand’s identity? Absolutely.
My advice is not to tell a made-up story, but instead search
yourself and your colleagues for the true stories that make
up the passion and expertise in your company. How did you
all end up at this company? Why do you care about the
work you’re doing and how do you live your learnings day
to day? This is the stu ffthat makes people want to know
more about you and your products. Remember, if you don’t
care about what you’re talking about or sharing, no one else
will care. I challenge you to think deeply about the stories
you are telling and encourage you to tell the stories you
want to read about. The more I lean into that, the better I
feel about the way I am spending my time each day.
I’m going to tell you a story. The story of how I came to
acquire Daddy’s Digest, when I was 8 months
pregnant. It all started at the beginning of the
pandemic. My husband and I were in lockdown in Toronto
Canada with our 2-year-old daughter, and I was beginning
to feel like the work I was doing was not as meaningful as I
wanted it to be. I loved helping brands determine their core
values so that they could live them in their social media
marketing, but I felt stuck in the day to day and wanted to
serve my bigger purpose more directly- helping parents
show up for their children. I set out to co-author a children’s
book - and worked with some
ABC Stay Home with Me -
amazing contributors - illustrators and printers - to make it
come to life, so we could all raise money for front line
workers. After doing this, I knew that writing and
publishing was my future.
One of the people who bought my book for his child was
the founder of Daddy’s Digest - a dad centered publication
with over 850,000 in its audience. I fell in love with the
brand, so much so that the founder asked me if I wanted to
buy it and carry it forward. It was a dream come true, one
that I had never even dared to dream until I started writing
and actively creating again. I was newly pregnant with my
second child, but that didn’t stop us from starting the
negotiations and figuring out how I could make this
publication my future.
I have always loved writing and I’ve also always loved a
good novel - whether fact or fiction, a good story hooks me.
After pursuing an English degree, a Teaching degree and
finally going to business school, it was second nature to me
to talk about a business with accessible language and
storytelling, so that people could feel connected to it. I
always say that marketing is where education and
storytelling meet and that’s why it became my career.
It’s not rocket science - telling a story makes your audience
engage more with you. In the case you don’t have an
audience, or are looking to grow one, it’s vital that you
think exactly about who you’re writing for. If you or your
brand are experts on environmentally-conscious products
and your audience is made up of single moms with a mid-
level income, you probably want to talk more about topics
How Storytelling can
Enhance Brand Identity?
November 2022 | 27 | www.insightssuccess.com

30. Want Digital
Transformation?
Start by Changing
Minds
- By Patrick McCreesh
Leader’s Viewpoint
November 2022 | 28 | www.insightssuccess.com

31. cross the globe, many organizations quickly
Aadapted to the pandemic and moved their teams,
their supply chains, or their distribution to a new
digital platform. This process continues today as the global
economy drives toward a more digital mindset through
digital transformation. Digital transformation is the use of
technology to strategically redesign the work or customer
interactions of an organization. Each time an organization
goes through a digital transformation, there is one central
challenge – adoption. How will the organization adopt and
use new digital assets? Will the company adopt the new
technology and yield the expected gains to the bottom line?
Or will the employees resist the new technology delaying
the delivery of goods, services, and business objectives?
The real question is will people change or will they get
Stuck?
My colleague Victoria Grady and I have compiled over 20
years of research in a forthcoming book called Stuck: How
to WIN at Work by Understanding LOSS (Routledge, March
2022). The central finding of our work is simple, people
don’t actively resist change, instead they have a deeply
rooted biological reaction that influence change response.
The change takes away something that they expected be
there and, as a result, it disrupts their behavior in the
workplace. A technological change can yield anxiety,
reduce productivity, and can lead to withdrawal or even
attrition by employees. And it is all biologically driven.
The brain is reacting to the loss of MEL. This is a Memory,
Emotion, or Learned behavior that is part of the team
member’s “operating system.” It’s an attachment. We all
have tricks and habits that get us through the day. Maybe it
is how we respond to emails, how we communicate with
others, or even just little things we do throughout the day
like a favorite chair or beverage. All these objects or
behaviors develop in our intuitive brain and come with
certain memories, emotions, and learnings that created that
attachment. When we are asked to change one of them, the
response we have is a biologically driven emotional
response triggered by the attempt of someone to change our
MEL.
How do we help people through a digital transformation
understanding this biological phenomenon? There are four
concrete suggestions that any digital transformation leader
can do to reduce the reaction and increase adoption:
1. Speak to Logic and Emotion – We know that people
create attachments with memory, emotion, and learning; but
we often try to get them to change with logic. It just
doesn’t work. Changes need to be presented as both logical
for the business AND have some connection to the positive
emotions of the team member. If a manager knows that
someone on the team strongly supports the mission of the
company and wants that mission realized, then talk about
how the change supports the mission. If the person focuses
more on family and homelife, find ways to describe how the
change helps them spend more time with their family (e.g.,
efficiency).
2. Create a Prototype of the Future – Sometimes digital
transformations can seem abstract. A key leader may
About the Leader
Patrick McCreesh, Ph.D is the Managing Partner of Simatree, an
advisory practice focused on Strategy, Technology, and Change
Management. They harness the strengths of exceptional people
to help clients transform their organization and build modern
solutions. He is also adjunct faculty at George Mason University
and Georgetown University.
November 2022 | 29 | www.insightssuccess.com

32. describe all the “value creation” or the “enhanced
efficiency.” These words have meaning, but they can be
hard to connect with the brain. Instead, it is important for
digital transformations to provide a real view of the future.
Sometimes, that is an actual view – a prototype – that helps
team members feel and touch a digital reality rather than
just hear about it. This will help shape and adjust emotions
through new learning and memories.
3. Define the Transitional Space – Often in the shift from
the current work to a future digital state, there is an in-
between period. This transitional space can be leveraged to
ease people into the transformation. When our brain is
moving from something we know and love to something
unknown, we have a desire to play with the idea and create
new solutions. With strong information-sharing and
constructive guidelines, leaders can develop a transitional
space that encourages co-creation of the change. Without
clear information, the team members may fill in their own
transitional space with rumors, conjectures, and the worst-
case scenario.
4. Help form New Attachments – The shift from a current
set of attachments to a new system requires that people
create new attachments. Luckily, there is a tool to support
this process. It is called a transitional object and it can be
used to help someone address their own uncertainty and
connect with a new system. Unlike the advice around
messaging above, these are tangible objects that a team
member can hold on to during the change. Often new
system rollouts come with some sort of give away or
knickknack. The right object can help someone deal with
the uncertainty of the new system by giving them a tactile
object to associate with the change.
As companies move through the uncertainty of a third year
with COVID, we will continue to see digital
transformations that re-shape businesses and industries.
Each digital transformation has expenses and an expected
outcome to enhance productivity for the organization.
However, without the right adoption that yields effective
use of new technology. It is not about the technology, but
how people interact with new technology in a digital space.
The only way to drive the effective adoption of digital
assets across many people is to help each person change –
one brain at a time.
November 2022 | 30 | www.insightssuccess.com