Matt Symes

Ready or not, AI is already reshaping the way we work. In this results-driven session, transformation strategist Matt Symes cuts through the noise and shows Canadian professionals how to start using AI right now—to save time, sharpen decisions, and stay competitive in an era of constant change.

Despite Canada’s world-class AI research ecosystem, there is a big lag in adoption. According to the latest data from Statistics Canada, only 12.2% of Canadian businesses report using AI in their day-to-day operations. Just a year ago, that number was barely 6%.  That means nearly 9 out of 10 businesses are still figuring out where to start—missing out on productivity, growth, and competitive edge.

What to Expect:

This practical session walks you through how to use AI across key business functions—Marketing, Sales, Operations, HR, and Leadership. Whether you’re AI-curious or AI-cautious, Matt brings everyone along with hands-on demos, real-world tools, and open Q&A after each section. This isn’t theory. It’s the same practical roadmap Matt has delivered to business leaders across Canada—with measurable results.

You’ll Learn How To:

• Spot the biggest risks and opportunities AI presents in your industry

• Identify 5 common tasks that AI can automate or improve—in minutes

• Use a simple framework to integrate AI into your role, team, or organization

• Uncover 2–3 AI use cases tailored to your work that drive real results

• Get confident with tools like ChatGPT and industry-specific AI platforms that are secure, accessible, and effective

You’ll Walk Away With:

✅ Plug-and-play tools you can start using right away
✅ Confidence to experiment without the tech overwhelm
✅ A clear vision for how AI can support—not replace—your work

Recent tariff and counter-tariff announcements have created a wave of uncertainty for Canadian businesses—particularly those with direct or indirect ties to U.S. customers and supply chains. Many leaders are now facing heightened volatility, supply risks, and the need to adapt quickly.

During the pandemic, Matt and his team ay Symplicity Designs helped over 1,800 businesses stabilize and grow amidst disruption using their Chaos Playbook—a strategic framework designed to support leadership through crisis. Today, that playbook has been updated and supercharged with AI to help businesses navigate this next wave of uncertainty.

This isn’t about politics—it’s about giving business leaders the tools, insights, and confidence to make smart, informed decisions in the face of change.

What You’ll Learn:

Big corporations have long had access to scenario planning and predictive models—but now, AI is leveling the playing field for small and mid-sized businesses. If you know how to use it, AI can help you rethink and future-proof your business model:

• Customer Mix: Diversify and reduce dependency
• Procurement Strategy: Secure supply and build resilience
• Strategic Partnerships: Align with those designed to weather volatility

This is wartime strategy for businesses navigating exposure to the U.S. market—and it’s essential now more than ever.  Each session is designed to equip business leaders with immediate, actionable insight.

Session Format:

• Focused strategies: Practical frameworks for navigating disruption and making strong decisions
• Q&A: Addressing real-world challenges your members are facing

Matt Symes, CEO of Symplicity Designs, known for cutting through the noise and offering no-fluff, real-world advice that leaders can put into action right away.

In a world where member expectations shift overnight, attention is fragmented, and AI is rewriting the rules of engagement, standing still is not an option. The most successful associations aren’t just responding to change—they are leading it. They are using AI to predict trends, data to make smarter decisions, and bold leadership to shape the future of their industries.

In this transformative keynote, Matt Symes—an experienced strategist and leadership expert—challenges association leaders to rethink their approach to growth, engagement, and relevance. Drawing from real-world case studies, cutting-edge AI applications, and leadership psychology, Matt delivers an actionable playbook for navigating uncertainty, fostering innovation, and ensuring your association thrives in an unpredictable world.

Key Takeaways for Association Leaders:

✅The New Leadership Imperative – Why associations must shift from being passive institutions to proactive, strategic leaders in their sectors.
✅Relevance & Member Engagement in the Digital Age – How to attract, retain, and engage members by delivering real value beyond traditional conferences and networking.
✅ Agility & Adaptability – Practical strategies for leading through uncertainty, navigating industry shifts, and staying ahead of disruption.
✅ Culture & Change Management – How to foster a culture of innovation and resilience within association teams and leadership structures.
✅ Strategic Positioning & Thought Leadership – How associations can leverage their expertise, data, and networks to shape policy, influence industries, and elevate their profile.

This is not just another keynote—it’s a wake-up call. The old playbook is obsolete. AI is changing the game, and the associations that embrace it now will define the future. Are you ready to lead?

What if the customers or clients  you’re focusing on aren’t the ones who will drive your business forward? Many organizations assume they know their ideal clients, but in reality, they cater to the loudest voices rather than the most valuable relationships. In an era where artificial intelligence (AI) is revolutionizing business operations, understanding your customer goes beyond traditional methods. Success hinges on your ability to deeply understand, assess, and prioritize the right clients. This keynote/workshop provides a practical roadmap for ensuring you’re not just chasing customers—but cultivating the right ones.

Learning Outcomes:

• Develop a Deep Customer Obsession – Gain the tools to immerse yourself in your customers’ world, ensuring you stay ahead of their evolving needs.
• Identify and Prioritize Ideal Clients – Learn to distinguish between high-value clients and those who drain resources, so you can focus on relationships that truly matter.
• Implement Disciplined Client Selection – Discover how to confidently say ‘no’ to the wrong clients and build a framework for attracting the right ones.
• Refine the Customer Journey – Learn how to analyze and improve every touchpoint to create a seamless and engaging experience that builds loyalty.
• Align Decisions with Long-Term Vision – Ensure every client interaction supports your broader business goals, reinforcing trust and consistency.

By embracing these principles,  organizations will be equipped to create deeper customer connections and drive sustainable success in a shifting marketplace.