Diana Varma is an Instructor at the School of Graphic Communications Management at Ryerson University and the Owner of ON-SITE First Aid & CPR Training Group, a health & safety company that provides training to the Graphic Arts Industry.

The importance of defining your ideal customer

Avatar, muse, ideal customer profile, customer persona – whatever you call it, putting a face to your ideal customer is not only a smart marketing tactic, but a strategic move for your entire organization. The word ‘avatar’ (which is the term I’ll be using) is derived from a Sanskrit word meaning ‘descent’, referring to the … Read more →

Grade your prospects, prioritize your time

Understand which leads will turn into sales and which are a waste of time We could all use more time. Particularly in a sales role—which tends to be more autonomous than other roles in an organization—time can slip away if you’re not attuned to prospects that are more or less likely to lead to a … Read more →

Consider the rise and joy of unitasking

When we try to multitask all we’re doing is becoming less efficient Take a second to put down your phone and take a break from anything you’re currently working on. Really, do it. I dare you. You’re about to experience the joys of unitasking.  What is unitasking? Unitasking is the simple art of doing one … Read more →

How to make documents more legible and readable

Follow the Goldilocks Principle:  not too big, not too small In last month’s issue, I explored some of the whys and hows of making everyday documents—both printed and digital—more accessible:  namely through the use of establishing hierarchy, not relying on colour alone in charts, and captioning images to add context and increase understanding. There’s a … Read more →

How to attract top talent

Technology is changing how you hire, but the basics are still worth remembering The world is changing and so is the field of recruiting. As the number of students graduating from universities each year grows, so does the talent pool of highly educated, employable workers. However, a 2017 ManpowerGroup study found that a staggering 40% … Read more →

Crucial hiring choices: extroverts vs introverts

Introverts have more to offer than you might think. Here’s how to get the most from these hidden gems. It’s no surprise that today’s workforce is incredibly diverse. Diversity provides different perspectives, creates unique solutions, and enriches corporate culture. It can also pose some management challenges. The good news is that regardless of background or … Read more →

A tale of two typefaces

Two examples that retain their identity from ink to pixels  It was the best of type, it was the worst of type… This is a tale of two typefaces: Mallory and Retina. Legendary type designer, Tobias Frere-Jones, created both with the goal of ensuring legibility at the most extreme sizes, in print and on screen. … Read more →