Our Voices

A Founder’s Story: The Making of LiisBeth

An illustration of birthday cake, logo and Liisbeth women celebrates it's fifth Year anniversary

I still remember the day we began, five years ago.

LiisBeth Media was conceived, like a lot of womxn-led enterprises, in a small meeting room with flip charts, markers, oodles of red wine and, in my case, two dear friends and enterprise midwives, Valerie Hussey and Abigail Slater. Each of us had started, operated and exited $2 million to $30 million+ enterprises, but I was the only one eager to plunge in and do it all over again.

Nursing a deep, still-fresh founder-exit wound that ignited an unabiding, to be honest, rage, I needed to do something about its root cause – patriarchy.

That was 2014. And Canada’s testosterone-drenched economic policy and entrepreneurship ecosystem did not give a hoot about womxn entrepreneurs — especially those working to create stable, livable, care-centered enterprises.

In my experience, those boys’ club policies often promoted entrepreneurship to women as an escape from careers full of barriers, which, in effect, lured thousands of women out of salaried jobs with benefits and deeper into precarity, poverty and trauma without  support. 

Yes, I was lit. And fortunately not alone in my concerns. 

I asked myself and others: What can we do to change things? Why was feminism absent in discussions about women’s entrepreneurship? How could we better support those working to dismantle and re-build the system anew-so it could work for everyone?  What could mobilizing look like? What stories do we need to tell to change the narrative?

I attended numerous women’s entrepreneurship events that year to float a few radical ideas, but it seemed that attendees were there, mainly, to toke on empowerment energy. Few wanted to talk about how systems of oppression held us back. Collective action to change those systems was never on the agenda. When brave folks did stand up to at the mic to share stories of trauma, racism, sexism, or other injustices experienced as entrepreneurs, speakers — usually financially successful, privileged white women — would smile and tsk “If I can do it, so can you!”

I left these events provoked.

If so many of us were struggling, surely it wasn’t because women were “not as good as men” but because the systems were designed by men and for men to succeed — not us. I believed a way to make these systems visible was to find what was growing, unnoticed, between the cracks and hold those things up for all to see: nonconforming enterprises founded by solutionaries producing wildly imaginative, generative ideas.   


In May 2015, LiisBeth Media signed with Merian Media led by Meredith Brooks, to build the LiisBeth site.

A picture of merian media's first website proposal for in 2014
Merian Media Branding Proposal for, 2014.

We published our first article on the site in Sept 2015. As the founder, I wrote it. Because we didn’t have the money to pay someone else to do it- yet.

We launched officially in February with writer and editor Margaret Webb serving (we joke) as the curmudgeonly “Lou Grant” to my overly optimistic “Mary Tyler Moore”. Webb also wrote the first feature, Diversity Rules, about Rajkumari Neogy, a Silicon Valley diversity consultant.

A picture of Lou Grant and Mary Tyler Moore talking about a story
LOS ANGELES - SEPTEMBER 16: THE MARY TYLER MOORE SHOW episode: 'The Good-Time News'. Initial broadcast: September 16, 1972. (From left): Ed Asner (as Lou Grant) and Mary Tyler Moore (as Mary Richards). (Photo by CBS via Getty Images)
colourful illustration of six feminist women gathering to talk and work

What have we learned?

You can read about some of what we learned in How to Be in Right Relationship With Your EnterpriseSlow Growth, and Gaslighting. But here’s another thing or two we picked up along the way. 


Businesses are essentially communities. You can’t do anything without community. And communities are relationships—not just easy ones but hard and painful ones. Without these relationships, there is no business, no resilience and certainly no fun. 


Most of the value an enterprise creates can’t be accounted for on a balance sheet. We have yet to figure out how to value connections, care of people, strengthened ecosystems. Society continually undervalues –even forgets the feminist economy and activist work.


A micro-business (defined by Stats Canada as one that employees 1-4 people) is not only a real business, it’s a challenging, complex Starship Enterprise. The average micro-entrepreneur leverages a tech stack of 20 to 30 apps, programs, and platforms, without an IT department. If you are in business right now, you are a freakin’ genius. So many womxn entrepreneurs are told scale is king—when really complexity deserves the crown. 


Making money is fair game—but capitalism serves straight, white patriarchy and actively undermines the rest of us. Still many founders and business womxn of all backgrounds vote for Trump-like policies — minimum wage cuts,tax breaks, environmental deregulation, policies that enable exploitation of others – because they believe it’s good for business. It’s not. It’s good for the 10 percent. For the other 90 per cent to thrive, we must work every day to re-invent entrepreneurship and government to serve a coming post-capitalist, post-patriarchal world in which we can all flourish. 


Society and governments need healthy enterprises. Enterprises need healthy societies and healthy governments. Capitalism would have you believe government is the enemy. A lot of business leaders talk anti-government shit. Their neoliberal, winner-deserves-all rant is self-serving. We have witnessed supportive and impactful collaborations between government and womxn entrepreneur organizations at all levels. It’s all about a new social contract.

Valerie Hussey gave our early editorial heft with a series of columns about feminist business values and practices, starting with “How to Embed Feminist Values in Your Company.”

Then, came November 8th, 2016. I was at an election party along with 30 or so others, at the home of SheEO founder Vicky Saunders. We drank champagne around a life-size cardboard figure of Hillary Clinton, excited to see the first woman elected US president. By eleven o’clock, we realized the unthinkable – the US would elect, instead, a serial harasser of woman, a racist, and neofascist.

What I loved about the U.S, having lived and worked in New York for three years, was its relentless thirst for firsts. That night, I went home early and cried.

Yet, almost immediately, the smoldering feminist movement caught fire across North America. The next morning, many of the 300-plus women entrepreneurs attending the first-ever national women’s entrepreneurship conference in Toronto showed up wearing black. We were in mourning, and we compelled the mistress of ceremonies to interrupt the proceedings and acknowledge the catastrophic psychic blow we had just suffered. In January, more than one million marched on Washington to denounce Trump; 60,000 came out to the women’s march in Toronto; similar protests erupted around the world. Feminist blogs, newsletters, and TV shows sprang up.

If there was a positive to Trump’s election, he dragged into the open what we had struggled to see. He embodied what we needed to fight against: systemic sexism, racism, colonialism, exploitive capitalism – and on and on.

LiisBeth was born into this tumultuous year — the timing could not have been better on some levels. Yet, surviving as a reader-supported feminist media venture has been far from easy.

Growing Between the Cracks

For two years, the magazine was the result of kitchen table efforts by mostly myself, Margaret, and a handful of contributors – Priya Ramanujam, Mai Nguyen, and others we recruited. We survived on part-time hours, volunteer time, a DYI ethos, and $3-per-month subscriptions.

The magazine grew-slowly like a spindly pine tree seedling determined to survive on a patriarchal and capitalism scorched earth.

In 2018, we invited writer and video producer Lana Pesch to our team as newsletter editor and contributor – she’s now host of the The Fine Print in our new online community, the Feminist Enterprise Commons.

It’s 2021—Where are we now?

The conversation about women’s entrepreneurship in Canada has made meteoric gains in the last five years. LiisBeth worked towards sustainability hand in hand with these organizations: SheEO (2015), the Women’s Entrepreneurship Strategy (2019), the Women’s Entrepreneurship Knowledge Hub (2019), the Canadian Women’s Chamber of Commerce (2019), and countless grassroots women’s entrepreneurship support groups, networks and programs (some serving as consciousness raising groups), plus new women-led venture funds.

We jumped into action, writing about these new players and spaces – helping make them visible, amplifying their more radical voices. And together, we sharpened critical thought; forged allies; deepened intersectional thinking; shone a spotlight on bold changemakers; tackled social injustice; celebrated triumphs; collaborated and shared research; pushed each other to be better through debate and healthy conflict. We flexed muscle to show what women could bring to the table; raised a bit of rage; and found comfort in good old-fashioned grassroots sistering.  

This was feminist-led and feminist informed work.

Today, Canada’s diverse pluralistic one-million-plus women entrepreneurs have far more choices regarding funded, diverse programs and supports to help design, grow and sustain their ventures — on their own terms.

But the work is far from done. As American civil rights lawyer Florynce Kennedy said: “Freedom is like taking a bath. You got to keep doing it every day.”

The pandemic has made that clear, with women getting slammed.  Womxn entrepreneurs, a constituency growing at double digit rates, will have to rally and fight for new initiatives and policies to ensure the progress made over the past five years continues.

Back to LiisBeth

Today, LiisBeth Media has 30,000 unique annual readers (20 per cent ahead of last year), 2,800 newsletter subscribers, and about 10,000 followers on our various social channels. We have published more than 300 features and 70 newsletters since we started. More than 35 per cent of our articles feature Black, Indigenous or women of colour entrepreneurs (BIWOC); 40% of our articles are written by BIWOC journalists and writers. We pay our contributors above average rates in our sector and pay fast – in days, not months.

We have been top three finalists — twice — in the Canadian Digital Publishing Awards competition in the General Excellence category for small publications. We launched the Feminist Enterprise Forum (FEC), a new online community in 2020, and just invested in migrating to a new platform.  We achieved break even (on a five-figure budget) in 2020.

(Video: The way we were ….before COVID-19)

The fact that we are still here after five years puts us in a rare category for both startups and media: survivor. Now we are working towards the next stage: thriving.

We believe we can get there by adjusting our business model and deepening relationships with our allies, creators and diverse enterprise founders. We aim to be the go-to, womxn-led/owned media outlet for radical womxn entrepreneurs engaged in deep systems-change work.

Reflect, Recharge, Repeat

The world that lit the spark of LiisBeth is not the same world that LiisBeth Media now lives in.

As the founder, I am more certain than ever that we need to create fight for more support for safe, brave spaces for diverse womxn entrepreneurs, enterprise leaders, feminists, activists and critical thought leaders to tackle challenges ahead.

We must build a healthier, more just economy. This change won’t come from multi-national corporations designed to produce profits for shareholders, at the expense of everything else.

The change we seek will be driven by a plethora of diverse, connected communities supported by local livable, care-centered thriving small enterprises.

And we will be here to tell this revolutionary story.

Time to get back to work.

colourful illustration of six feminist women gathering to talk and work

What have we learned?

You can read about some of that in How to Be in Right Relationship With Your EnterpriseSlow Growth, and Gaslighting. But here’s another thing or two we picked up along the way. 


Businesses are essentially communities. You can’t do anything without community. And communities are relationships—not just easy ones but hard and painful ones. Without these relationships, there is no business, no resilience and certainly no fun. 


Most of the value an enterprise creates can’t be accounted for on a balance sheet. We have yet to figure out how to value connections, care of people, strengthened ecosystems. Society continually undervalues –even forgets the feminist economy and activist work.


A micro-business (defined by Stats Canada as one that employees 1-4 people) is not only a real business, it’s a challenging, complex Starship Enterprise. The average micro-entrepreneur leverages a tech stack of 20 to 30 apps, programs, and platforms, without an IT department. If you are in business right now, you are a freakin’ genius. So many womxn entrepreneurs are told scale is king—when really complexity deserves the crown. 


Making money is fair game—but capitalism serves straight, white patriarchy and actively undermines the rest of us. Still many founders and business womxn of all backgrounds vote for Trump-like policies — minimum wage cuts,tax breaks, environmental deregulation, policies that enable exploitation of others – because they believe it’s good for business. It’s not. It’s good for the 10 percent. For the other 90 per cent to thrive, we must work every day to re-invent entrepreneurship and government to serve a coming post-capitalist, post-patriarchal world in which we can all flourish. 


Society and governments need healthy enterprises. Enterprises need healthy societies and healthy governments. Capitalism would have you believe government is the enemy. A lot of business leaders talk anti-government shit. Their neoliberal, winner-deserves-all rant is self-serving. We have witnessed supportive and impactful collaborations between government and womxn entrepreneur organizations at all levels. It’s all about a new social contract.

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Transformative Ideas

If These Streets Could Talk

Chloe Doesburg on Driftscape | Photo Provided

There’s something special about exploring a city on foot. Whether you’ve lived in the same place for twenty years or are visiting someplace new, going for a wander—headphones in, music on, people watching, popping into shops, turning down a side street and discovering a hidden gem—is a consummate pleasure. 

What if, though, you could engage more intimately with the cityscape by accessing information about it—events, history, restaurants, music—as you move through it? That’s the idea behind Driftscape. Co-founder and CEO Chloe Doesburg calls the app a “cultural discovery platform,” which allows the user “seamless connection” to the physical spaces they occupy. 

Driftscape offers a selection of topics—from architecture to history to arts and literature. As users approach things that might interest them, the app on their cellphones will send a notification. This could be a piece of trivia, a festival nearby, or what Doesburg calls the most “sophisticated” option: an immersive experience such as a Jane’s Walk, free urban tours inspired by Jane Jacobs, who penned the classic, The Life and Death of American Cities, and advocated for mixed-used, walkable streets; or First Stories, which documents the rich Indigenous history of Toronto; or Queerstory, which will leads to sites in Toronto’s vibrant LGTBQ2S+ culture.

Driftscape, which now employs six, officially incorporated in 2017 but had been “in the works” for at least a year before that and involved a lot of “serendipity,” says Doesburg. She was inspired by a “location-specific project” called Murmur, which existed before smartphones: You could dial in and hear a story about a specific place. She was also working with a musician friend who was recording an album of location-specific songs set in Toronto; they created Track Toronto, which allows users to listen to music associated with places in the city as they pass through them, now used by Driftscape.

“People were super enthusiastic” about the experience, says Doesburg. While working on that concept, she met programmers working on a similar project, and together they dreamed up Driftscape.

The project has evolved significantly since its inception, adding more layers of information by becoming a subscription platform. For a fee—Driftscape partners—which range from not-for-profits to private content producers to businesses and municipalities—provide content for the app, such as visitor’s guides, self-guided tours[1] , and digital walks. There’s a sliding scale for partners, ranging from $1,000 to $4,000 a year. More content draws more eyes to the app, which draws more users to the app and, in turn, more partners subscribing, creating a positive feedback loop.

Says Doesburg: “We’re working with municipalities who are layering these things with tourism information so that we can become (their) digital visitor’s guide, which is even more relevant now, in the time of COVID-19. People want to do more digitally. People are looking for self-guided tours, for ways they can be their own guide, and also just looking to rediscover their own city and places nearby, the way the way you would as a tourist.”

“We’re working with municipalities who are layering these things with tourism information so that we can become (their) digital visitor’s guide, which is even more relevant now, in the time of COVID-19″.

Chloe Doesburg

That style of subscription service, however, is not without issues. Open the Driftscape app and you’ll be presented with a map of Canada, with Driftscape’s points of interest and services— loaded by its subscribers. The first thing you’ll notice is that most of the content is based in Southern Ontario, and the vast majority of that in the Greater Toronto Area (GTA), making the app, at present, tremendously urban-centric. In Northern and rural areas, programming options include things like Historica Canada and its Heritage Minutes, providing a perspective that can skew to colonial, cis-heteronormative Settler norms. That’s a very different experience than users can access in the GTA, where Driftscape offers more of a mosaic.

This discrepancy is due to growing pains, Doesburg says. Driftscape can’t offer a wider variety of content in more remote areas until they bring on a wider variety of partners. “That’s certainly something we’ve spent a lot of time talking and thinking about and we’re trying to layer in other perspectives wherever we can. We are especially working to grow the Indigenous voices on the app.”

“We would certainly welcome organizations anywhere in Canada and in North America to host their content on the platform,” she adds.

In April, Doesburg participated in Fifth Wave Labs, a four-month feminist incubator geared towards supporting women-identified digital media entrepreneurs in Southern Ontario. She says the program provided mentorship and networking in a time when, due to COVID-19, everyone was feeling very distanced from each other. It also altered the way she thought about her business practices. 

Although Doesburg doesn’t necessarily consider Driftscape a specifically feminist enterprise— “We haven’t really been using that word”—she thinks of it as being in keeping with those values.

“Before doing the Fifth Wave labs program, I didn’t really think about feminist business practices,” says Doesburg, “but certainly while we were part of that program I was like, ‘Oh, this is what we already do.’” 

Doesburg says she thinks of Driftscape as a social enterprise. That “seems very, very similar, although not identical (to feminism) but certainly in terms of just looking at business as something that has profit as one of its goals, and not its only goal.”

The company’s social values, she says, include “a commitment to supporting the cultural community and being part of that ecosystem” as well as “how we run our business, that we’re committed to making the best place to work for employees. “We’re committed to having a really transparent company where we involve everyone at all levels of decision making. We’re really open about what we’re doing and what our values are, what our challenges are.”

In contrast to multinational social media giants serving up information, Driftscape features diverse local experts. Says Doesburg: “We boost the voices of local organizations who are creating fantastic content, and we create a place where users can access a wide-range of otherwise hard-to-find local information on an ad-free platform at no cost to the user.”

Driftscape is Doesburg’s first entrepreneur venture. Until 2015, the University of Waterloo graduate worked as an architect, a profession that obviously gives her a special appreciation for cities and the nature of place. “Being an entrepreneur certainly offers more freedom and flexibility,” she says of the change. “Buildings take years to complete so, compared to architecture, working on software is refreshing because it’s possible to iterate quickly, see what works, and make changes easily.”

With Driftscape growing, adapting and adding new directions, Doesburg is content knowing what entrepreneurial path she is on. “I don’t have any next steps in mind. For now, I’m focused on growing Driftscape.”

Contributor’s Bio: Lori Fox is a queer, non-binary journalist based in Whitehorse, YT. Their work focuses primarily on issues of class, gender, sexuality and environment, and has appeared previously with Vice, The Guardian, CBC, and The Globe and Mail. You can find them on twitter @fox.e.lori.

Publishers Note: Driftscape is a participant in Canada’s first feminist accelerator program for womxn in digital media, Fifth Wave Labs. The Fifth Wave is a year-round program offered by CFC Media Lab and its partners to support the growth and development of women entrepreneurs in the digital media sector in southern Ontario. All enterprise founders in the Fifth Wave community are selected for both their potential and commitment toward weaving intersectional feminist ideals of equity and fairness into sustainable and scalable business growth strategies. Fifth Wave Initiative is committed to 30% participation by members of underrepresented groups. The Fifth Wave is a LiisBeth Media partner and ally. Apply here.

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Feminist Practices

How to Govern Like a Feminist

Photo by frankieleon | CC BY 2.0

Just over a year ago, Shaanaz Gokool, a woman of colour and CEO at Dying with Dignity, wrote a letter to her board of directors of the Canadian nonprofit. She presented a list of grievances, including pay equity (her predecessor had been paid more despite a narrower range of responsibilities) and ongoing experiences of systemic discrimination that undermined her ability to do her job. The pay equity issue was eventually resolved—but the systemic discrimination issues, which Gokool found to exceed federal and provincial human rights code thresholds — remained. Gokool requested a third-party mediation so that she, and the enterprise, could resolve the issues and move on in a positive way.

Soon after, the head of the Board’s human resources committee requested a meeting – Gokool thought to kick off the long-awaited mediation process. Instead, three board members showed up at her office and said, “You’re fired.” They slid an envelope across the table containing the paperwork, handed her a box for her things and coarsely ushered her out the door which made Gokool feel like she was a military grade threat. When she stopped to comfort a close colleague who, after hearing the news, was sobbing in her office, one of the board members attempted to block Gokool’s path.

“I really believed the organization was going to fulfill its commitment to mediating. I was surprised…it was abrupt…it was very shocking.”–Shaanaz Gokool

A few months later, a new CEO, a white woman, was hired as Gokool’s replacement.

To this day, the board denies any wrongdoing. So much for dignity. Hello trauma for all. 

A year later, Gokool has not been able to find employment in her field.  She believes it’s because she now has reputation as whistle blower, a troublemaker, an untouchable.

The nonprofit, the board clearly failed to treat their living employees with dignity. As for governing with care via a social justice lens or in accordance with their own stated “person-centered code of conduct,” The Dying with Dignity board, even if on safe legal grounds, gets a total fail.

Unfortunately, Gokool’s experience is far from unique. 

Set Up to Fail

There is a profound lesson here for founders. Most startups and their advisors ignore what is now one of the most important steps in the creation of a new enterprise — crafting meaningful and enforceable organizational bylaws.

But guess what? Times are a changing. Social justice is now a global concern. Forget shareholder activism. Today’s stakeholder activism demands your bylaws protect human rights and fight systemic racism — with increasingly loud voices. Failing to listen could sink the reputation of your enterprise along with access to funding, talent, government contracts and customers. And you could well be slapped with a human rights lawsuit.

Need more convincing?

Consider the impact on the Green Party of Canada when they recently hired an Executive Director who had a history of sexual harassment related allegations against him. During his several years on the leadership team of Engineers Without Borders (EWB) (#aidtoo), Prateek Awasthi also participated in IWB executive team efforts to discredit and orchestrate retaliation against whistle blowers. Former EWB employee Chelsey Rhodes broke her nondisclosure agreement in 2019 and created an online space for other victims to connect and come forward. About 90 people expressed support and 35 additional incidents were reported. Aakhil Lakhani, another former EWB employee who was sexually harassed and silenced, also broke their nondisclosure agreement in early 2019 to call out Awasthi’s conduct. Still the Green Party, while under the leadership of Elizabeth May, hired Awashi in May 2020. Several Green Party leaders and staffers protested his hire. Two staffers quit.  Party members threatened to leave.

The Green Party’s Federal Council’s (board) response to the outcry: maintain their position that he had learned from his past mistakes and, well, all that was in the past. 

Those harmed disagree, vehemently. His misconduct still impacted their lives. Many had not yet healed. Chelsey Rhodes, who filed her grievance seven years ago, organized a recent GoFundMe campaign to help Lakhani with their legal costs associated with breaking their silence, an example of feminist solidarity.

All this raises an important question. Who gets to decide when it’s ok to exonerate past behavior? The perp? Or the victims? And how much did anyone learn given the uproar from past victims and the Green Party’s stubborn defence of their hire?

The Green Party’s constitution and bylaws outlines a clear fiduciary duty to advance social justice, but its Federal Council  gets a fail on follow through and implementation. It’s not enough to market progressive intentions, the governing body has to act in alignment with those values and be clear about interpreting them — who will the board protect, the organization or the people the organization serves?

Another social justice organization, Equal Voice, faced similar fallout after firing three women of colour –initially hired to increase diversity then fired for speaking up about oppressive practices. The national nonprofit, which promotes women in politics, later struggled to keep funders, four directors resigned, and even supporters called into question the rationale of organization’s entire mission. Equal Voice bylaws make zero reference to social justice responsibilities although the goal of the nonprofit is to advance equality.

In August, LiisBeth called out the government funded nonprofit incubator Futurepreneur for its bungled response to a complaint of racism levelled against one of its volunteer mentors. Did their conduct follow rules in their bylaws when it comes to social justice issues? Hard to say. Unlike our other examples cited here, their bylaws are not available online via a Google search.   

Underlying all these cases is a problem of governance, namely, out of touch and/or ignored bylaws. And that leaves enterprises purporting to advance social justice doing the exact opposite – casting out whistle blowers as troublemakers instead of embracing them as solutionaries to advance their cause.

Why Entrepreneurs Need To Get Their Bylaws Together

I work with hundreds of entrepreneurs and founders. Few understand or appreciate the importance and role of bylaws.

Bylaws are essentially your house rules — backed by the rule of law. They are the heart of your organization. They tell investors, stakeholders, customers and employees how you really show up in the world. They lay out what you see as your duty of care and the quality of fiduciary conduct you expect from directors.

They are more powerful than any website mission or diversity and inclusion statement. And they work to align staff conduct policies (which are often more progressive) with director conduct expectations.

But too often, bylaws are bare bones, written in haste and deliberately kept short. Lawyers routinely advise founders to do so because bylaws are harder to change later due to the consensus building required. Deferring the development of contemplative bylaws saves a startup time and money. And many will argue that badass bylaws, ones that demand accountability beyond minimum legal requirements, will make it harder to entice directors to join your board.

But template bylaws and laisse-faire attitudes towards them reflect classic patriarchal standpoints.They protect directors, not enterprise stakeholders.They focus fiduciary duty on money, power and efficiency. In recent years, more progressive organizations have amended their bylaws to follow the ESG (Environmental, Social and Governance) standards, which gives a nod to the environment (do no harm) and corporate social responsibility (CSR), which is primarily about giving back to a community, not doing what is just in your organization.

And it doesn’t go nearly far enough in throwing off the shackles of systemic oppression.

Why Bylaws Need a Feminist Frame

It’s time to move past governing like a patriarch to governing like a feminist. And this means reconsidering how power is distributed, centering the concept of care, and articulating a commitment to social justice.

Yes, this applies also to enterprises with a founder/director of one. Un-incorporated sole proprietors would also do well to consider these issues.

The first step? Acknowledge that we live in a white supremacist, patriarchal, colonial and neo-liberal capitalist society, hence, so are the bylaws such a society spawns. Accept that it’s no longer acceptable to perpetuate these and other oppressions fueling inequality. And move, embracing guidelines for better conduct.

The next step is to boldly commit to change and consider the following:

  1. Centre care and healing as a key fiduciary responsibility: Add an expectation of care and dignified treatment of all stakeholders, especially survivors of oppressive treatment as a result of your enterprise’s actions. Duties should also include working to help those unintentionally harmed by hosting a healing circle, funding trauma counselling and sponsoring meaningful anti-oppression training.
  2. Make clear your committment to advance social justice: Incorporate a commitment to meet or exceed  Employment Standards, pay equity and the Human Rights Act. Most bylaws say something general about following the laws of the jurisdiction.  But making compliance explicit sends a clear message.
  3. Offer the Right to Be Heard: Update language regarding the right to file grievances, request independent third-party mediation, and survivor support — especially when the grievance relates to a harassment or human rights issue. Consider appointing an independent ombudsperson.
  4. Clarify and restrict the use of nondisclosure agreements: Sometimes these are appropriate and serve all parties. But when it comes to rights violations, silencing someone from talking about trauma experienced under your watch is akin to cutting out their tongue. It also forestalls healing for all. There is no plainer way to say this: Stop this practice. Work to offer healing to all parties involved, even after a formal relationship is severed.
  5. Reconsider the distribution of power: Boards are beginning to ensure diverse representation, but should also consider diversity of roles. Too often boards operate like aloof Kings and Queens in the Game of Thrones. Sure, they source input from staff who have lived experience running the day to day, but afford them little formal power to see their concerns addressed or ideas adopted. Establish voting seats for key staff, beneficiaries and/or customers. Diversity of roles incorporating lived experience along with distributed power will strengthen your organization’s ability to make wise decisions on tricky issues.
  6. Make your bylaws accessible and transparent:  Post them on your company’s website. Make it clear what your company expects of its directors. Articulate them in clear accessible language. Invite stakeholders to review bylaws and comment before ratifying. By the same token, stakeholders — clients, partners, allies, beneficiaries and staffers — need to know board bylaws and play a part in holding directors accountable. Never seen them? Ask for them.
  7. Own your good, bad and ugly: If you as the founder or board makes a mistake, don’t hide. Come clean. Tell people.  Explain how you are working to fix it. And share what you learned. Futurepreneur gets points on this one.
  8. Adopt zero tolerance: Make it clear: Your enterprise will not accept any board candidate with a confirmed history of sexism, racism or human rights violations. Period. Do your homework. Many bylaws openly “cancel out” directors with bankruptcy declaration histories (an indicator of being a poor money manager). Enterprises who work with vulnerable populations require police checks. A socially progressive startup should not tolerate a record of misconduct on human rights issues.
  9. Extend duty of care to include next generations: Consider including the Indigenous “Seventh Generation Principle” in board decision making to acknowledge that what we do today impacts future generations. This principle is often thought of in context of our relationship to mother earth. But it also applies to the relationship between the sexes and entire peoples – Indigenous, BIPOC, and migrant communities — for the benefit of future generations. Include a “reach out” principle, making it a fiduciary duty to forge meaningful connections with those harmed by our collective past. Chamber of Commerce member?. Sign up and support the Women’s/Black/LGBTQIA Chamber of Commerce as well, and articulate board support for aligned activism (such as Black Lives Matter or TheLEAP).

Still need more convincing?

At the recent Social Values conference, Stephen Nairne, Chief Investment Officer of Raven Indigenous Capital Partners, an Indigenous-led and owned financial intermediary, told the audience this: “Your enterprise will be called to account. We have to learn how to heal it when breached and potentially even reorganize to maintain their core purpose under radically changed circumstances.”

Or put another way, if you are not taking stakeholder activism seriously, rethinking your bylaws, or taking care in crafting new ones, you are screwing your investors, stakeholders, and community. Not to mention the future.

Be the change?  Fuck that. Get out there and lead the change.

Contributor’s Bio: pk mutch (she/her) is a white, cis top end Gen X serial entrepreneur, feminist, street journalist, consultant and educator who lives in Toronto and enjoys getting from place to place by bike. pk mutch is also the founder and publisher of LiisBeth Media and Eve-Volution Inc. 


LiisBeth Media is a womxn-led and owned indie enterprise which is surveillance free, ad free and supported by reader donations. If you found this article of value, please consider a $10 one time donation. Help us continue to amplify feminist voices and ideas in times when these voices are needed.

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When Those Who Lead Fall Behind


Our Voices

Why Embodied Feminist Spaces Matter. And Why We Need to Bring Them Back

In the foreground,  Annapurna Malla is a community organizer, educator, musician, dance-theatre artist and performer of mixed Kashmiri and English ancestry. Feminist Art Conference, March 7, 2020—Photo by Brian Armstrong

Last week, while wrestling with a sense of feeling lost at sea, I picked a notebook from a shelf above my desk—at random—and began to absentmindedly flip through it.
I stopped at a page where I had written down, in big bold letters, “How not to be a bitch to the system.” It, obviously caught my attention. But why did I write that? Where was I? Who said it?
I thumbed through the next few pages, looking for answers.
The next 15 or so pages were scribbled notes, ideas and quotes I had made while attending no less than five feminist events over the ten precious days before the pandemic lockdown, March 4 to March 14.
Wow. How times have changed. And so has the way I attend to my personal liberation and professional publishing work.
I suddenly felt nostalgic. But why? Now there are an infinite number and variety of online feminist events I can attend – anywhere, anytime – and all from home, at a much lower cost in dollars and time.
I came to a page marked 03/07/2020.  A Saturday.
I had showed up early that morning to take in and write about the Feminist Art Conference festival at the Ontario College of Art and Design University. This was my third time attending.
There was a coffee stain on the page.  It triggered my memory which in a flash, reconstructed scenes from the day. I purchased a coffee from a feminist barista entrepreneur wearing a beret; she told me about her activist work while she poured. We exchanged cards. Once in the lecture hall, found an empty seat in the second row for the plenary. I rummaged in my bag for a pen and this notebook, and a few minutes later splattered some my still steaming coffee on the page as I bumped elbows with the person I sat next to.  Immersed in the scene, I noticed how the room was animated with people moving about in full bodied ways.  The  crowd’s mish mash of hats, scarves, gloves, coats, bags, everyone squished together, arm to arm, shoulder to shoulder looked like a quilt of moving colour. You could tell by the clothing it was early spring.
Will we ever experience being together like this again?
At “gathering time,” the electrifying music muted as MC Justine Abigail Yu took the stage. I had read about her work as a diversity advocate and publisher of Living Hyphen, a magazine and community that explores the experiences of hyphenated Canadians. With a rally-cry voice, she looked out at the audience and said assertively, “Good morning! Are you ready to smash the patriarchy?”
Affirmed by the “WOOT WOOTs, Yu asked. “Are you ready to decolonize? Are you ready to end capitalism?”
We shouted back “Yes,” louder with each sentence, signalling “We are fully present.”
The rally cry culminated in disorderly applause.  I remember how it felt, how subversive to shout such things in solidarity with a diverse crowd. These spaces inspire me: grassroots, feminist, places where we can safely talk about how to end capitalism, patriarchy and white supremacy without having to explain or justify why we need to.  These spaces are sacred.  And far too few in number.
As the clapping died down, Yu said “I think this is probably the only place I can say that and get applause.”
I flipped the page.
More opening remarks. Grateful-to-have sponsor shout outs. A spiritual and thoughtful land acknowledgement. Then a “narrative healing” dance and spoken word performance. And facilitated discussions on subjects such as Afrofuturism, resistance, rematriation movements, inclusive feminism, what a decolonized economy might look like. With everyone invited to participate, you never knew what would happen or come out of it. Aha moments and learnings collectively generated—versus pipeline fed.
Someone quoted Tracee Ellis Ross, an American Black actress and activist, and I wrote it down:  “I am learning everyday to allow the space between where I am and where I want to be inspire me and not terrify me.”
During breaks, I took in the art show in the main hall and snapped a few pictures.
The Brown Paper Bag Test, by Ashley A. Jones, @artbyaaj, FAC Residency artist. “I am interested in questions of identify and the experiences of Black women in America. My work explores colourism and the legacy of the brown paper bag test. African-Americans would contrast a brown paper bag against a person’s skin. Only individuals with skin lighter or the same shade as the brown paper bag were considered beautiful and granted certain privileges. FAC 2020. Photo by pk mutch.

Later that afternoon, I Lyft-ed over to a solidarity concert held at the Paradise Theatre in support of the Wet’suwe’ten land rights standoff (remember that?).  I heard a line up of amazing emerging female musicians including Stones, Lavender Bruisers, Mimi O’Bonsawin, Caroline Brooks (Good Lovelies), Skye Wallace, Tange and Moscow Apartment. I loved one song by the band Tange so much, I listened to it ten times when I got home and licensed it  to accompany our International Women’s Day slide show.
All women—musician and band led Wet’suwet’en solidarity concert, Paradise Theatre, March 2020.  Photo by pk mutch

I must have been swept away by the concert. Because I made no notes. Not even musical ones.
I turned the page.
More scribblings and quotes, this time from a fundraiser for The Redwood (A women’s shelter) few days later. They screened “The Feminist in Cell Block Y”, an incredible documentary about a convicted felon who taught feminist literature to fellow inmates in an all-male prison in Soledad, California. I wrote down my impressions of seeing the men read, out loud, passages from bell hooks’ books. I copied notes from the facilitator’s flip chart in the film —  how patriarchy incites violence, rape culture, crime and anger because it’s the only way most men can live up to and rail against patriarchal ideals of masculinity.
A still from the documentary movie, The Feminist on Cell Block Y

After the screening, a panel of filmmaker and grassroots activists gathered on stage to share their impressions of the film with the 200+ plus who attended.
I recalled sharing a link to the film afterward on social media. And going for food and drinks with my partner to talk about our experience.
I could have spent hours flipping through this notebook.
Instead, I spent time thinking about how these gatherings compare to their ZOOM replicant.
Why can I remember so much about in-person gatherings whereas with online gatherings and events, I  struggle to remember anything at all?  Who was there? What season –or even day was it?  Can technology mediated spaces even can create memories or lasting impact?
Danielle Montgomery, Ottawa Feminist Fair, entrepreneur, Ottawa 2019. Photo by Jennifer Prescott

Over the summer, I engaged in oodles of online events. Gatherings of five to 500. Breakout rooms. Whiteboards. Cool speakers. Yet, when I try to recall them, it’s like they never happened. Ideas and conversations , unanchored, rise and evaporate in minutes. How can I retrieve and build on what I took with me without the aid of sensory clues? Stains on my notebook caused by a seatmate’s wandering elbow?
I realized I not only desperately miss these feminist and embodied gatherings; They served as essential wayfinding experiences for someone on a transformational journey.
To do their magic, they actually require all this: Subversive, stark gathering spaces with uncomfortable seats. Being in full-bodied community with people. Craft tables selling feminist art. Zines. Screen-printed patches and pins for sale. Challenging large scale art works to be experienced, not just viewed (at one event, a large pink-and-red vagina made of silk veils and pillows that you could walk through; at another, a re-interpreted Judy Chicago table setting which you could touch). Hand-illustrated name tags with pronouns. Music by emerging female, trans or queer talent who don’t get enough stage time in mainstream venues. The extraordinary care paid to creating accessible, safe spaces where we could have brave, vulnerable conversations with strangers. Seminars and performances coming alive with diverse, fierce, feminist grassroots educators, questioners, creators, writers and entrepreneurs aged 16-93.
In these spaces, even on days when it feels as though there is a hole at the bottom of my cup, I could always count on an upcoming opportunity to refill it from a flowing fountain of rebellion, reflexive learning, camaraderie and inspiration.
Ultimately, it this deep respect for the incredible work of revolutionary feminists creating such spaces that inspires the work we do at LiisBeth Media and, more recently, the Feminist Enterprise Commons.
IWD Day vendor fair, 2018. Photo by pk mutch

Much has been written about how the pandemic has surfaced and re-confirmed the nature and depth of the mess we have made of the world we live in.
It has also, I hope, irrevocably, lifted our understanding of what it means to be human and tightly fastened the insight that that only humans—not technology—can truly, meaningfully transform the world we live in.
Sadly, we won’t be able to be together like ways I described again for a long time.  Realizing this makes me sad—and question my own stamina to do this work in the absence of these vital re-fuelling stations.
But giving up is not a really a choice.   And surely, feminist gatherings and events will comeback soon.
Opening up to the last page of this notebook, I hastily over-wrote;  If mushrooms and wild flowers can grow strong in mud, shit and decay, then so can I.  Underline.

Publisher’s note: If you are looking for meaningful feminist conversations online, consider The Feminist Enterprise Commons (operated by LiisBeth Media, Canadian based),  The Continuum Collective (U.S. based, founded by Jillian Foster) and PowerBitches Gather (U.S. Based, founded by Rachel Hills).

LiisBeth Media is a 100% womxn-owned and led, reader supported media enterprise. If you enjoyed this story and would like to see more, please consider becoming a $10-25 one time donor today!  [direct-stripe value=”ds1577111552021″]

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A New School of Writing

Sarah Selecky (middle) with teachers from her writing school.
(Photo provided)


Sarah Selecky distinctly remembers the feeling of being an emerging woman writer.

It was 2010. She had just published her first book, This Cake is for the Party. It was nominated for the prestigious Scotiabank Giller Prize soon after, generating a load of publicity for the little-known writer – and the small publisher, Thomas Allen and Son. Readers reached out to Selecky on Twitter, asking where they could buy copies of her book as it wasn’t widely available at big chains or local bookstores. 

Selecky decided to “open up the conversation” and tagged bookstores in a Tweet, asking them where readers could purchase copies.

That prompted a call from her publishers to say that the bookstores weren’t happy with the tweet or her challenging the hierarchy, suggesting, next time, she go through her publisher or agent.

At first, Selecky felt like she was being “smacked for disobedience.” But when she really thought about it, she realized she was just being herself and getting the word out. “I asked, am I doing something wrong, or am I doing something different?”

In her question, she found her answer. And it set the tone for much of the work she does today.

In 2011, Selecky audaciously launched the Sarah Selecky Writing School with one main purpose: to create a different space for new and emerging writers to learn the craft.

Start Small, Think Big

Selecky was an avid reader growing up—books by C.S. Lewis and Michael Ende—but the Nancy Drew series by Carolyn Keene gave her the idea that maybe, someday, she could be a writer. In 2005, looking to find her “way in the world and make a livelihood,” she enrolled in the MFA program at the University of British Columbia, which offered one of the first optional residency writing programs at the time, allowing her to study from her home in Toronto.

But as a distance student, Selecky could not work as a teaching assistant at the university. That experience seemed crucial, as a way of testing whether she wanted to become a professor.

So Selecky started teaching small classes from her living room, and in teaching others, she learned more about herself, her future and her craft. “I would find that people would have a question about point of view, or a question about structure, and I wouldn’t know from my own experience so I would go deep into research for that.”

She appreciated the freedom to do things her own way—and doubted she would have as much as a professor. “My own experience of creative writing and the art of it went beyond what I saw was possible in an academic setting back then.”

As well, women writers she was reading, studying with or being mentored by—Natalie Goldberg, Lynda Barry, Zsuzsi Gartner and Karen Joy Fowler—questioned Selecky’s decision to do an MFA as they felt creative writing taught in institutions encouraged patriarchal storytelling.

They also championed the idea that women’s stories didn’t have to be about “romantic relationships with men and betrayals and affairs,” but could have women alone, at the forefront of their own journey.

School as a Feminist Conversation

As way of keeping that conversation going, Selecky consciously hired women instructors when she launched her school (presently,18 out of 19 are women) knowing that  teachers would help shape the stories students write.

She encourages students to rethink and reimagine the stories they read and are trying to write. “So much needs to change or be destabilized in order to open it up for different voices and different ways of seeing.”

That means taking on patriarchal storytelling—namely the constant rewriting of the “hero’s story,” says Selecky. That structure is often centred around a male character, documenting his journey of overcoming extraordinary challenges. These stories are not only prevalent in literature, but in every form of storytelling—from opera to film. “The architecture of our story is baked in through generations and generations of what we live and what we learn. It’s also a part of how we think and how we move our bodies through this world, who we are and who we talk to. It’s what we learn, what we consciously absorb and digest, and read and pay attention to and make and feel and listen to.”

Realizing that simply casting a heroine in place of the hero doesn’t exactly upset that patriarchal story structure, Selecky follows a writing process she calls “flow” or “embodied writing” and teaches her students that it’s not about pursuing the hero’s or heroine’s story or an idea of a story they think is good or publishable, but about writing a story that feels authentic to them, whatever that may look like. “An embodied piece of writing that is imperfectly written but perfectly felt, I think, is worth a lot.”

What does flow look like? Selecky’s second book, Radiant Shimmering Light, follows the lives of two women in business (listen to Selecky read an excerpt from the book here). It refuses the hero’s journey and the structure of protagonist and antagonist crossing paths; rather, the female characters work together to fight an “antagonistic force” that Selecky describes as an unsolvable dilemma in their lives. To resolve it, they have to leave this dimension.

“They could not solve the dilemma of wanting to live this life they loved, wanting to be successful businesswomen, artists, friends. They couldn’t resolve that in the structure they were moving in and so they left. And the question for one character is, does she die? And for the other is, did she lose her mind? The answer is, I don’t know, what do you think, and let’s talk about it.”

Embedding Feminism in Business

Like her writing, Selecky wanted to create a feminist structure for her business. “The first driving force was this idea that it’s a feminist act for a woman to be independent and financially solvent. I thought we need to stop undervaluing the arts, and we need to stop undervaluing feminized skill sets, which involve deep listening, observation, reflection and teaching. By bringing value to it, I thought it was a feminist act.”

And a gutsy one. Not only did the emerging writer create a writing school, but she did so online, back when platforms such as Zoom were years away and people did not exactly turn to the internet to learn, especially creative writing. But the venture proved successful because of what Selecky calls “growth at the speed of trust.” She pays fair and equal wages and strives to hire graduates of her courses, and they return to the school as teachers because they trust what the school stands for and what it teaches.

The teachers at her school play an important role in the decision making that takes place when it comes to the courses and the direction the school is taking. Selecky gives teachers the freedom to teach the Story Intensive course in the way that works best for them and their students, while following the established curriculum and syllabi, and also invites teachers to play a role in developing and modifying the curriculum each year.

Says Selecky: “This year we have Dr. Stacy Thomas as our mental health consultant because our teacher, Daphne Gordon, brought her into the community. Our lead teacher, Sonal Champsee, has been helping all of us to look into how we talk about writing and cultural appropriation. Teachers also choose new teachers — I ask them to advise me on who we should bring into our network as new TAs each year, based on their experiences with students and graduates.”

Selecky says a lot of her leadership style is based on what she learned from reading and re-reading adrienne maree brown’s Emergent Strategy. One of the chapters that particularly resonated with her is about the role of people, team and community remind us of the common ground we share. “She knows she’s a good leader. And she knows she needs her people to help her see her blind spots. This resonated with me.”

In its ninth year this year, the school boasts more than a thousand graduates from its 10-week Story Course and around six hundred from the Story Intensive. More than 30 students have published books from the Story Intensive course alone.

With the school growing, Selecky strives to deepen her feminist practices. Four of five staff who manage operations, marketing and finance are women. Selecky participated in Fifth Wave Labs, Canada’s first feminist accelerator program for womxn in digital media. Created by the Canadian Film Centre’s (CFC) Media Lab, the program helps accelerate and sustain the growth of women-owned/led enterprises in southern Ontario’s digital media sector.

The mentorship proved valuable. “Feeling that we all want to create a society that flourishes for everyone—not just the founder, but everyone that it ripples out and touches. It’s moving to feel aligned with other womxn but also other womxn-led and women-supported businesses.”

The Next Chapter

The anti-Black racism protests following the murder of George Floyd and ensuing conversations prompted Selecky to reimagine the next phase of the school.

Selecky wants to attract more BIPOC instructors and students. Her latest hire – a student returning as a teacher this fall—is Darrel J. McLeod, author of the memoir Mamaskatch: A Cree Coming of Age, and winner of the 2018 Governor General’s Literary Award for Non-Fiction.

But the question troubling her is how to teach embodied writing while acknowledging that racialized trauma may prevent students from doing so. “One of the things that I’ve learned from meditative practices is that asking someone who has experienced trauma or is triggered by it to sit with it can actually make it worse. What I want to know is how much does an embodied writing practice move through the body, and is writing like talking or is it like moving? Or is it both? Because an embodied writing practice is about moving things through the body.”

To answer the question, Selecky started working with a somatic therapist to include trauma-aware, mindfulness therapy and body practices in her classes. Running her own school allows her the freedom to do so. “I would not be able to bring a somatics therapist into my university classes if I was a professor. So, I feel grateful for the opportunity, and I’m also aware I have a lot to learn because, in a writing class, if someone is experiencing racialized trauma, asking them to drop their armour and write expressively and freely—there’s an assumption that it’s a safe space, but they may not feel safe to do that.

“I think this is one of the transformative moments I find my school and myself in, where we can’t separate therapeutic writing from literary craft anymore. I think that is a false separation that has kept a lot of voices and a lot of stories out of the literary canon.”

Publishers Note:  The Sarah Selecky Writing School is a participant in Canada’s first feminist accelerator program for womxn in digital media, Fifth Wave Labs. The Fifth Wave is a year-round program offered by CFC Media Lab and its partners to support the growth and development of women entrepreneurs in the digital media sector in southern Ontario. Fifth Wave Connect, the pre-accelerator program is currently accepting applications here.  All enterprise founders in the Fifth Wave community are selected for both their potential and commitment toward weaving intersectional feminist ideals of equity and fairness into sustainable and scalable business growth strategies. Fifth Wave Initiative is committed to 30% participation by members of underrepresented groups. The Fifth Wave is a LiisBeth Media partner. 

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Can a Professional Matchmaker be a Feminist?

Photo by Jana Sabeth, Unsplash

Fourteen years ago, I got a job as a matchmaker at a high-end dating agency in downtown Toronto. It was awful. Once I learned how the company operated, my dreams of putting perfect matches together were shattered. Our members had paid ridiculous amounts of money to join our closed network; they could only be matched with other people who had also paid to join. And as far as I could tell, most of these members wanted nothing to do with each other. Salespeople charged outrageous and whimsically fluctuating prices, and the company embraced dishonesty as a policy. No wonder our clients were always angry.

As a “dating consultant” in the Matching department, my job was to try and convince these disillusioned people to say “yes” to each other. I heard “no” a lot and spent far too much time making notes on people’s disappointment with our company, and more hauntingly, their loneliness. It was frustrating being unable to help my clients, and I was disgusted by the sexist sales structure. Women routinely paid three times as much as male clients—often well over $10,000 for four to six “introductions,” which our company (and most traditional matchmakers) defined as the exchange of contact details. I learned that this is the norm for “traditional” matchmaking and dating agencies.

Still, I enjoyed putting people together—especially the clients who hadn’t heard from us in years—and I managed to make some good matches in that wasteland. I also learned some valuable things about human nature: People really cling to stereotypes when it comes to dating, even if they seem enlightened about everything else; most people would rather hear the truth than a comforting lie; plus, everyone—and I mean everyone—self-identifies as youthful, with a good sense of humour.

But most of the time, I was ashamed of the way the company forced me to lie and stall people. I quickly tired of fielding justifiably angry phone calls. I actually began advising my favourite members that they would be better off spending their time and energy on a dating site.

That company folded—a victim of the 2008 economic crisis—while I was on maternity leave. I hadn’t imagined that I would ever go back there, but I was surprised and disappointed that I never had the chance to say goodbye to my members. Fortunately, a handful of them had given me their email addresses. In 2012, when I launched my own business, Junia Matchmaking Services, they became some of my very first clients.

Ann Marshall, founder of Junia Matchmaking Services

I operate almost exclusively online, using existing dating sites. I consider myself a matchmaker, but also a dating coach and online dating surrogate/concierge. Essentially, I am e-Cyrano. I’m often better at writing about you than you would be yourself. I write dating profiles. I also curate and edit my clients’ pictures. Sometimes I even take the photos myself. I then set clients up on dating websites like POF (formerly PlentyOfFish) and Match, where I run their profile(s) entirely. I’m the online version of them.

I get the irony in what one of my clients said about my service: “You don’t realize you aren’t being yourself until you are finally allowed to be.” Bonnie, 55, is living with the man I found for her on POF a little less than a year ago. “I was looking in all the wrong places,” she laughs, admitting that she was stuck on “eye candy.”

My services are particularly valuable to women, although I serve clients of all genders, including non-binary people. Most people outside of my industry aren’t aware that men consistently outnumber women on dating sites and apps. This gap persists because so many women are hesitant to “put themselves out there.” Many women hire me because they’ve heard of or had a “gross” experience online. I’ve been using dating sites professionally for eight years, and I know a lot about the privacy settings, which keeps intrusive messages to a minimum. I immediately delete offensive or sexual remarks and block users who display any impatience. I’m always amazed by how many people think 24 hours is too long to wait for a response to a question about the last book you read.

I also pay very little attention to the unsolicited messages my clients receive; rather, I spend my time searching the websites for prospects who meet my client’s criteria, running those candidates by my clients, and then sending friendly messages to any matches a client approves—signed with my client’s name. If the conversation goes well, and the client is willing to meet the person I’ve been talking to, I will set them up on a first date.

My clients don’t wait to hear from the people they might want to meet, because I am starting that conversation for them.

My mission is to make my services accessible and affordable to anyone who wants to use them. I have virtually no overhead, working from an office in the basement of my Guelph, Ont., home. Many—but not all—of my clients would have difficulty finding representation with a traditional matchmaker, including singles disadvantaged by intersecting forms of oppression. I often work on behalf of older women, LGBTQ+ people, people with disabilities, and people of colour. My regular clients pay a monthly fee of $475 (including HST), but I offer services on a sliding scale for seniors, students, artists, and anyone else on a limited income or facing financial hardship. I never turn away anyone I think I can help.

I work with clients month by month until we’ve found someone they want to keep seeing—or until they’ve gained the confidence to work their profile for themselves. I don’t always get to hear the follow-up story. My definition of “success” is pretty fluid. Marriage isn’t always the goal. People come to me for different reasons. Some haven’t dated in 40 years and they just want to learn the “ropes.” Some want to find a lifetime love but never live together. Some just want to have sex again, with or without love.

They also come to me at all stages of life; my youngest client was 24, and my oldest was 77. That client, Georgina, is getting married to a 73-year-old in June. A lot of former clients keep in touch. I get invited to at least one or two weddings a year—the ones where one spouse has told the other of my role. I can also take credit for about a dozen babies so far.

Right now, things have definitely slowed down as a result of the COVID-19 crisis. Almost all of my clients have chosen to put things on hold for the moment. It’s hard for people to imagine paying hundreds of dollars to “meet” someone they might not actually meet face to face for a year. But it’s also an excellent time to be online dating, for that exact reason. You can be as picky as you like right now! And, well, the only safe way to search for love now is online.

But nudging matchmaking into 21st century reality isn’t only about being online. While the industry remains heavily burdened by patriarchal convention, there is a growing number of matchmakers willing to stand up and be counted as feminist. Many are members of a large Facebook group, “Professional Love Connectors”. Tammy Shaklee, an Austin, Texas–based matchmaker who runs the company, H4M, is a “straight ally” who exclusively serves the LGBTQ+ community, providing one-to-one introductions for clients all over the United States. She’s also committed to making social justice a pillar of her work, and H4M donates thousands to LGBTQ+ charities every year, while encouraging its mainly affluent clientele to do the same.

Another group member, Amy Van Doran, says “feminist” is the word that started her career. She is the founder of New York City’s Modern Love Club, and defines a feminist matchmaker as one who “enables women to have as much agency in the dating process as their male counterparts.” She runs her “hyper-curated” old-fashioned matchmaking business out of an East Village gallery space in Lower Manhattan. She fills her company’s Rolodex by interviewing 54 people a week during “office hours,” and hosting regular art openings and events in the evening that draw an eclectic mix of artists, professionals, and other NYC singles. There’s a dedicated “free dating spot” right outside the storefront in warm weather months, for visitors who want to get to know each other on the premises. From that potential pool, she agrees to arrange matches for only “16 remarkable clients a year.”

Fees are hefty, starting in the $20,000 range, and Van Doran only takes on those she really feels she can help—and who can obviously pay. But that doesn’t mean the standard cis-het, white professionals only—she’s more interested in what’s going on inside a person’s head. Van Doran prefers to match “really interesting people, with a lot going on intellectually.” In her experience, the more unique, original, and engaging a person is, the harder it is for them to find love in the wild. That’s where she comes in; not just putting two people together, but convincing them to take a leap of faith or see potential in someone they are inclined to dismiss.

She cites the recent match of her yoga instructor in New York City with a man she met at Burning Man who lived on a commune in Oregon. “I was like, ‘Listen. Hear me out. This guy is your guy.’ It was so weird, but it was just obvious.” Her client listened. He left the commune. They now live in upstate New York, and they’re getting married.

Van Doran says she helps her clients free themselves from “thinking that you have to date a certain kind of person.” She believes criteria such as matching incomes, racial preferences, and even height parameters are obstructing the most important part of the matchmaking process. “We need to get away from all that and just ask, ‘Does this person make me happy?’ Everything else is going to change.”

One challenge of matching extraordinary people—and women in particular—is that they often expect a partner to bring exactly what they offer to a match, in terms of ambition, education, or material success. Van Doran challenges her clients to stop thinking that they have to date someone with a very similar lifestyle and career. “You don’t need two people who are running at top speed all the time.”

In my own matchmaking work, I have discovered that while complementary lifestyles can be extremely important, opposites who don’t tick all of each other’s boxes often make good matches. Van Doran and I both agree that the most important thing in finding a good match is paying attention to how a person makes you feel. Do you feel heard when you are talking to them? Do they make you laugh? Do you smile when you think of them? Are you excited to see their name come up on the phone? Would your best friend, your grandma, or your dog get along with them? Now that’s a match!

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