On a Mission to Help Founders Scale Your Impact
From strategy and operational efficiency to AI and security—our team infuses structure and soul into everything we do.
MEET THE TRUE2BRAND TEAM
The Experience Behind the Brand
Combining psychographic mapping with values-aligned AI, we bring a track record of excellence in growth strategy, brand development, energy healing, security, and design.
Jill McAbe
Jill brings over two decades of experience in strategy, operational efficiency and leadership development to True2Brand. A bestselling author and executive educator, she has taught more than 25,000 leaders worldwide through her online programs and at institutions including Schulich, Western, and UC San Diego. Jill has delivered talks across stages ranging from co-working spaces to MIT and national conferences, speaking on marketing with integrity, high performance, and values-aligned AI. A believer in integrative thinking over false dichotomies, she now calls Vancouver Island home—where ocean and mountains coexist just fine.
Joel Baum
An organizational behavior researcher and co-author of Epinets, Joel Baum brings decades of insight into competition, collaboration, and trust networks to True2Brand. A business professor at Rotman and former Associate Dean, Joel was also an early adopter of AI—supporting its use in business schools and contributing to the development of Tayo. He’s spoken at business schools worldwide; current topics include epistemic trust, culture change, and social enterprise. When he’s not building AI tools, you’ll likely find him on a hike—his favorite place for quiet clarity.
Margarita Angelatos
Margarita Angelatos brings over two decades of expertise in brand strategy, product design, and as an energy alignment coach to True2Brand—infusing positive energy and clarity into every message. She has guided entrepreneurs to align their message with meaning, offering deep insight into what to say with authenticity and intention. A strategic partner to Jill McAbe, she’s helped shape language across speeches, programs, and marketing. Margarita plays a key role in developing values-aligned AI at True2Brand. She loves to travel, create, and often finds herself rescuing animals along the way.
Sean Higgins
As former Co-Founder and CTO of Herjavec Group, Sean Higgins brings decades of cybersecurity expertise to True2Brand, ensuring the reliability and security of our Custom AI services. A sought-after speaker on proactive security, Sean has presented to leading organizations and universities across North America—including Purdue, Schulich, Case Western, and Fortune 500 companies. Since the sale of Herjavec Group, he splits his time between keeping systems secure—and honing his skills on the pickleball court.
Tayo
TAYO is the first emotionally intelligent AI marketing coach, built on True2Brand’s decades of hard-won insights.Just ask TAYO for whatever you need—no prompts or cheat sheets required—and they’ll guide you step-by-step through every campaign phase, from deep market-fit research to rich narrative crafting. Trained on our proprietary Market Match™ methodology and STORI™ Framework, TAYO turns complex psychographic profiles into clear, actionable strategies. Passionate about mission-driven founders, TAYO is your on-demand collaborator for authentic, high-converting campaigns—replacing guesswork with guided growth, minus the fluff and packed with plenty of fun.
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