Transformation
without the veneer.
We're not afraid to talk about what didn't work. The misalignment, the stalled decisions, the tech that overpromised, the culture that resisted, the moments where everyone quietly wondered, “How did we get here?” — those lessons are just as important as the wins.
At Dialectic, we don't talk about transformation in theory — we show how it actually happens. These are real stories from our work and our past: the projects we led, the ones we rescued, and the ones we watched unfold from the inside as everything got painfully, instructively messy.
You won't find buzzwords or sanitized success stories here. Just honest accounts of progress: where clarity replaced noise, teams found alignment, and customer experience finally matched the ambition of the brand.
Every project is different, but the through-line is simple: human first, brand-led, value proven… and we get sh*t done.
Failures included. Learnings amplified. Progress at the centre.
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BUILDING MARKETING EFFECTIVENESS THROUGH STRATEGY, INSIGHT, AND CAPABILITY
A global airline recognized that fragmented strategy, siloed execution, and inaccessible data were limiting marketing effectiveness. By establishing a clear transformation roadmap, the organization created a practical path to become customer-obsessed, insight-led, and measurably effective.
Travel & TransportationCustomer, Brand & ExperienceData, Insights & MeasurementOperational Excellence & Process Design - View
REPOSITIONING A RISK MANAGEMENT PLATFORM FOR SCALABLE MID-MARKET GROWTH
A risk management software provider needed to sharpen its positioning to unlock growth in a crowded, feature-driven market. By grounding strategy in customer insight and market evidence, the organization aligned around a clear purpose, competitive differentiation, and a focused go-to-market roadmap.
B2B SaaSStrategy & TransformationProduct & Go-to-Market StrategyData, Insights & Measurement - View
TRANSFORMING A MATURE PORTFOLIO INTO A SCALABLE ENTERPRISE
A consumer portfolio company stepped back to reassess how its brands could grow profitably, not just quickly. By clarifying brand roles, tightening operating discipline, and focusing on differentiation, the organization built a more scalable and resilient growth model.
Consumer Packaged GoodsChange Leadership & Organizational AlignmentData, Insights & MeasurementOperational Excellence & Process Design - View
ASSESSING THE VIABILITY OF CANADA'S REGULATED CANNABIS MARKET
A cannabis manufacturer confronted the economics of Canada's regulated market with clear eyes. By grounding decisions in data, leadership determined where profitability was structurally constrained—and chose to redirect investment toward more sustainable growth paths.
Consumer Packaged GoodsData, Insights & MeasurementChange Leadership & Organizational Alignment - View
BUILDING A TECHNOLOGY ENABLED MARKETING FUNCTION
A Canadian financial institution committed to becoming a full-funnel, performance-driven marketer. By aligning business and technology around clear outcomes, the organization built a MarTech foundation that enabled real-time activation, measurement, and smarter growth.
Financial ServicesStrategy & TransformationCustomer, Brand & ExperienceTechnology Architecture & Modernization - View
STABILIZING CRITICAL DELIVERY FOR STRATEGIC BUSINESS TRANSFORMATION
A Canadian insurer reset a complex, high-stakes transformation by aligning leaders on a single vision for delivery. With clarity on scope, roles, and trade-offs, the organization stabilized execution and delivered a platform critical to its payer-provider strategy.
Financial ServicesProgram & Delivery LeadershipStrategy & TransformationTechnology Architecture & Modernization - View
TURNING INSIGHT INTO ALIGNMENT TO DRIVE DONOR GROWTH
A national health not-for-profit brought Fundraising, Marketing, and Data together around a single fact base to evolve how donor acquisition works. By turning fragmented information into shared insight, the organization aligned on where to focus—and how to grow the next generation of donor value.
Not for ProfitStrategy & TransformationData, Insights & MeasurementCustomer, Brand & Experience - View
Elevating Customer Care from Service to Strategic Asset
A national retailer recognized that fragmented customer care was limiting both customer experience and organizational learning. By redefining the role of care, the organization created a unifying strategy to turn service into a strategic asset for trust, loyalty, and insight.
RetailStrategy & TransformationCustomer, Brand & ExperienceOperating Model & Organizational Design - View
POWERING GROWTH AND MEMBER EXPERIENCE THROUGH AI ENABLEMENT
A leading U.S. credit union made a deliberate move to become AI-enabled, aligning leadership on how AI would support members and employees—not distract them. With a clear roadmap and operating model, AI shifted from experimentation to an enterprise capability with momentum.
Financial ServicesStrategy & TransformationCustomer, Brand & ExperienceAI, Automation & Emerging Tech - View
ENABLING GROWTH AND SUSTAINABILITY THROUGH PRODUCT STRATEGY
An energy intelligence company clarified its purpose and made the shift from service-led execution to product-led growth. By aligning strategy, product ownership, and teams, the organization created a scalable foundation to grow with discipline and intent.
Energy and ResourcesCustomer, Brand & ExperienceOperational Excellence & Process DesignChange Leadership & Organizational Alignment