Dance Free: Sonya Dessureault

Dana helps you put into words what is already in your soul. I highly recommend her to anyone starting a business or taking a new turn. You’ll wish you found her long ago.

-Sonya Dessureault

The Artist

Sonya Dessureault is a dance professional based in Montreal with a teaching and performing career spanning the globe. She specializes in West Coast swing, a partner style defined by improvisation and expression. With her trademark intensity, she has produced several iconic showcase and classic routines and has kept a rigorous training and teaching schedule. Sonya is known for her fierce commitment to personal growth in herself and others, both on and off the dance floor.

The Challenge

In 2017, her long-term dance partnership ended, and she faced a critical turning point in her career. Would she seek another dance partnership to continue the traditional path? Or would she seek alternative paths? As she discerned the next steps, Sonya knew she needed to establish herself as a solo professional in a field that expects women to have partners.

The Solution

Sonya sought Dana Ray for help in defining her career trajectory and brand positioning. Through the Ground Truth Process, Sonya identified that Freedom was her personal Ground Truth.This was embodied through two core practices: personal expression and technical precision.

To identify her positioning, we administered a survey to her top clients, including both students and event directors. We noted that many of her students and, therefore, much of her income, came from women struggling to find methods to train as followers without a regular practice or performance partner. This especially impacted female dancers in Europe where events often require equal lead/follow numbers, often excluding other talented follows who did not have a registration partner. Sonya was uniquely positioned to address this need.

Secondly, we translated Sonya’s Ground Truth into language that defined and communicated her work:

Business Ground Truth: “I empower women to tell their story in partner dancing.”

Brand Tagline: “Dance Free.”

Her Ground Truth anchored her career choices —this external language communicated the services she offered as in alignment with her career and values.

Application

Sonya shared the resulting reports with her team of remote creative freelancers, which included a logo designer, website designer, website developer, copywriter, and photographer. They used the Ground Truth and Brand Positioning Reports to align their work. The result was a web presence and visual identity congruent with Sonya’s business objectives and services while capturing her fierce voice.

In the coming months, Sonya developed products to serve her audience. She filmed and released an online library of educational videos; she followed this by building a 400+ person online community in the “Sonya Sisters” Facebook group. Currently, she runs monthly challenges where members share videos of solo-training to her videos.

Sonya is also a founding member of the Westie Goddess Retreat, an event for female-identifying dancers run by female professionals. The event demonstrates the growing financial and creative potential for female professionals in alternative business models.

Sonya’s nontraditional journey continues as she pursues a degree in osteopathy to further her contributions to the dance world. She also chose to pursue her personal growth over attending traditionally “elite” events. She prioritizes her creativity and capacity, and so attracts business from those who share her values.

Michael T. Davis Photography Featured in Wedding Wire's 13 Black-Owned Wedding Businesses Every Couple Should Know

The only way you should be able to tell the year of a wedding photograph is by the dress style. I want my work to be art that stands the test of time.

- Michael Davis

SHOUT OUT TO MICHAEL DAVIS FOR HIS FEATURE THIS WEEK IN WEDDING WIRE! It is so deserved.

Michael has not only a great eye for photography; he also is 5 steps ahead of what his clients need and he’s there with the save. He’ll go to any lengths to get the right shot. I’ve been there in person as he lay on the ground in a mosquito infested wetland so he could get the shot he wanted of a couple crossing a bridge. The man is dedicated!

Michael Davis and I worked together in 2018 to identify his unique approach in the wedding photography industry. If ever there was a saturated market, it is wedding photography, and Michael knew he needed to hone in on his special magic in the field. Through the Ground Truth process, we identified just that, then integrated that story into his website and instagram.

He sent me this beautiful note after I congratulated him on his feature:

I really can’t express enough how much working with you has transformed my philosophy and approach to photography. I just finished a branding workshop and, while there are still holes, I was able to effectively and efficiently communicate my why and my purpose!

My addendum to the above: Michael already had a philosophy and approach—he just need to identify what was already there and put it into words so he could more fully embody it and invite his clients into the magic.

Congratulations, Michael!

• Read the full story here

• Visit his website

• Follow him on instagram

#blackartmatters

Photo by Michael Davis of me and my husband on our First Wedding Anniversary.

BOMA Global Corporate Services

The Company

Boma Global is the brainchild of the team behind the TEDx movement and Synchronicity University. Boma’s corporate facing branch responds to the reality that many corporations are larger than most individual country’s GDP. If corporations can change, maybe the world will have a chance to survive cataclysmic events like climate change.

The Problem

The Boma Global leadership shared a vision but could not find a consistent messaging structure that aligned internal decision making with effective external communication. Their leadership was clear on purpose but unclear on definition. What was the corporate services? How could they explain what it was and what it offered? What made it distinct within a family of Boma Global brands?

The Solution

I led the team to uncover and implement defining language. We looked at the narrative data of what kinds of stories mattered to the team. I used that information to identify key themes and patterns within Boma’s work, both present and intended. We used this data to develop a Ground Truth statement that captured what Boma Corporate does and how they do it.

We help big companies shape the future through smart, ethical leadership.

We do this by crafting provocative learning experiences that combine what you need to know with who you need to be to take clear, specific action.

This statement is deeper than a mission and vision; it became the groundwork for every decision. The Ground Truth resonated with the founding team and empowered them to move forward.

Application

The Ground Truth became the basis for the larger marketing effort which included deployment as webcopy and the messaging within all external communication. As Boma Corporate grows, the Ground Truth language created consistency in the impact and value of their products and services while allowing diverse expressions based on the cultural context of the different countries.

Steve Garguilo of Boma Global noted that, “One of the most difficult things for a new brand or initiative is finding the right language. The work makes sense in our heads but the right words are hard to come by. Dana guided our team through a thoughtful approach that got the essence out of our heads and onto paper. Thanks to Dana's guidance, we arrived at language faster than I've ever experienced.”