Executive coaching and strategic advisory
An outside perspective to challenge your ideas, step back and move forward with more clarity.
I offer strategic support to executives, entrepreneurs and managers who want to think through their challenges, test their ideas and make better-informed decisions.
Gabriel TasséAn entrepreneur for nearly 20 years and now Vice-President, Strategy, Innovation and Thought Leadership at Tink, I bring a perspective that combines business strategy, marketing, artificial intelligence, innovation and leadership. I don’t necessarily have all the answers. But I like asking the questions that help find them.
Stepping back, when you rarely have time to
Leading a company, developing a strategy or driving a transformation rarely involves perfectly obvious decisions.
We have to deal with incomplete information, competing priorities, very real constraints and, sometimes, convictions we would gain from questioning.
When you lead an organization, the days fill up quickly.
You have to handle emergencies, support your teams, move projects forward and make decisions that will sometimes have consequences for years.
In this context, it becomes hard to find the time to question certain assumptions or explore different perspectives.
We can also end up surrounded by people who know our organization very well, but who share the same references, the same habits and sometimes the same blind spots.
That is where an outside perspective can become particularly useful.
My approach is to create a space for reflection where we can examine a situation with enough distance to better understand the issues, explore the possibilities and question the decisions being considered.
I draw on my entrepreneurial experience, my knowledge of strategy and innovation, and the research and concepts I explore in my teaching.
The goal is to help you develop your own thinking and move forward with greater clarity.
Areas I can help with
Business strategy and growth
Strategy · Positioning · Development
Growing a company means making choices.
Which markets should we focus on? Which opportunities deserve our attention? How do we stand out? And above all, how do we avoid spreading the organization’s resources in too many directions?
Having founded and grown several companies myself, I know the tensions that come with these decisions.
I work with executives and entrepreneurs who want to step back from their strategy, challenge their assumptions and explore different avenues for growth.
Discuss your strategic issuesA few questions we can explore:
- Is our positioning still relevant?
- Which growth opportunities truly deserve our investment?
- How can we better align our ambitions, resources and priorities?
- Which assumptions should we question?
- How do we make strategic choices when several avenues look promising?
Artificial intelligence and organizational transformation
Artificial intelligence · Innovation · Transformation
Artificial intelligence raises important questions for executives today.
The possibilities seem endless, vendors keep multiplying their promises and organizations feel growing pressure to speed up adoption.
But must we automate everything that can be automated? How do we tell a strategic opportunity from a passing trend? And what consequences can these technologies have on teams, processes and business models?
My support aims to help executives develop a more nuanced understanding of the possibilities and risks of artificial intelligence.
We can think through adoption priorities, governance issues, changes in work and the decisions that deserve particular attention.
Discuss your AI strategyA few questions we can explore:
- Where can artificial intelligence really create value?
- Which initiatives should we prioritize, postpone or drop?
- How do we avoid investments driven only by market pressure?
- How do we prepare teams for change?
- Which principles should guide our use of AI?
Digital marketing and strategic positioning
Marketing · Customer experience · Growth
Digital marketing has become a particularly complex environment.
Companies must deal with a multitude of platforms, increasingly automated advertising technologies, fragmented customer journeys and performance metrics that don’t always tell the whole story.
In this context, it can be hard to tell real strategic issues from more operational problems.
I work with executives and marketing leads who want to step back from their positioning, priorities and investment choices.
We can explore consumer behaviour, acquisition strategies, customer experience and the impact of artificial intelligence on brand visibility.
Discuss your marketing strategyA few questions we can explore:
- Does our marketing strategy truly serve our business goals?
- Do we understand our customers’ behaviour well enough?
- Are we investing in the right channels and initiatives?
- Are we measuring the results that really matter?
- How do we adapt our strategy to the changes in search and AI?
Leadership, management and decision-making
Leadership · Management · Professional development
Management responsibilities often come with difficult decisions.
Sometimes you have to choose between several important priorities, lead teams through uncertainty or question ways of working that have served well for years.
My experience as an entrepreneur and executive has led me to think about these challenges, especially in environments where technological and organizational changes come in quick succession.
I offer support for managers who want to step back from their role, explore complex situations and develop their strategic thinking.
Discuss your management challengesA few questions we can explore:
- How do we make better decisions under uncertainty?
- How do we prioritize when everything seems important?
- How do we support teams through a period of transformation?
- How do we build a culture of learning and innovation?
- How do we keep our judgment sharp in an accelerating environment?
My approach
A thinking partner, not a recipe to follow.
I am a little wary of methods that promise to solve every problem in five steps.
Organizations have their particularities, executives their experience, and strategic decisions often depend on factors you won’t find in theoretical models.
That is why I favour an approach based on discussion, analysis and constructive challenge of ideas.
Depending on your situation, we can examine a specific issue, explore several scenarios, question certain assumptions or think through the consequences of a decision.
I can share experiences, suggest analytical frameworks, bring relevant research and raise questions worth digging into.
But I also believe good support must leave enough room for the thinking of the person being supported.
The goal is not to convince you to adopt my way of seeing things.It is to help you better understand the choices available to you, their implications and the reasons that could justify one direction over another.
Who is this for?
Entrepreneurs and founders
You are growing a company, exploring new growth opportunities or facing important decisions for what comes next.
You are looking for someone who understands entrepreneurial realities and can help you examine your options with an outside eye.
Executives and leadership team members
You are thinking about strategy, innovation or transformation issues.
You want to challenge certain assumptions, deepen your understanding of a topic or prepare an important decision.
Managers and team leads
You need to lead change, evolve practices or strengthen your strategic thinking.
You are looking for a space to discuss complex situations and explore different perspectives.
Marketing, digital and innovation leads
You work in a field where technologies, platforms and practices change quickly.
You want to step back from your priorities, your investments and the changes affecting your industry.
Experience spanning entrepreneurship, strategy and teaching
I founded my first company in 2007, then took part in creating and growing several organizations, including Click & Mortar, which I co-founded in 2016.
Over the years, I have supported companies of all sizes with their digital strategies, marketing projects and technology transformations.
In 2025, Click & Mortar merged with Tink, where I am now Vice-President, Strategy, Innovation and Thought Leadership.
In parallel, I teach at HEC Montréal, its École des dirigeants and the Institut de leadership.
These experiences have let me observe organizations from different angles.
As an entrepreneur, I had to make decisions with limited resources, deal with uncertainty and grow companies in competitive markets.
As an executive, I take part in strategic discussions about growth, innovation, teams and technology transformation.
And as a teacher, I must constantly deepen my knowledge, test my ideas against research and learn to explain complex subjects.
It is this combination that I want to put at the service of the people I support.
How does it work?
There isn’t necessarily one formula that suits every situation.
Some people want to discuss a specific issue before making a decision. Others prefer several meetings to deepen their thinking or support a period of transformation.
We can decide together on the most relevant format.
A strategic reflection session
To explore a specific question, examine different perspectives or challenge an important decision.
Short-term support
To dig into an issue that calls for several discussions, some research or a gradual reflection.
Executive coaching
To have an outside sounding board for regular reflection on strategy, innovation or leadership issues.
A small-group reflection workshop
To bring a few decision-makers together around a shared issue, compare perspectives and structure a strategic discussion.
Every engagement starts with a conversation to understand your situation, your expectations and whether my expertise fits your needs.
Coaching, training or advisory: what’s the difference?
These approaches can complement each other, but they meet different needs.
- Coaching and strategic support
To think through a particular situation, test your ideas, explore possibilities and strengthen your decision-making.
- Training
To dig deeper into a topic, build your knowledge and better understand the issues in a field.
Discover my training- Talks
To discover new perspectives, spark reflection and open the discussion with an audience.
Discover my talks- Strategic advisory
To get a structured analysis, recommendations or support in defining and implementing a strategy.
Depending on the need, an advisory mandate may be more appropriate than individual support.
Frequently asked questions about my coaching
Who is strategic coaching for?
Mainly entrepreneurs, executives, managers and professionals who want to step back from strategy, innovation, digital marketing or leadership issues.
Do I need a specific problem to solve?
Not necessarily.
Some people want to explore a particular decision. Others would rather think about their positioning, their priorities or the changes affecting their organization.
Do you offer coaching on artificial intelligence?
Yes, from a strategic perspective.
Support can cover understanding the possibilities and limits of AI, adoption choices, governance, organizational consequences and the decisions executives need to make.
For a general introduction to AI or group learning, training may be more appropriate.
Do you offer career coaching or personal development?
My support focuses mainly on professional, entrepreneurial and strategic issues.
It is not a psychotherapy service or clinical support.
Can we meet remotely?
Yes. Virtual meetings can be arranged, depending on needs and availability.
How long does an engagement last?
It depends on the situation and the goals.
A single meeting may be enough to explore a specific question, while some issues may call for several discussions.
Are our conversations confidential?
Discretion matters when discussing strategic or professional issues.
Confidentiality terms, as well as any conflicts of interest, should be clarified before an engagement begins.
How can I find out about fees and availability?
The simplest way is to send me a few details about your situation, the topics you would like to explore and the type of support you have in mind.
We can then discuss the format and the terms.
Do you have an important decision to make?
Are you thinking about a new strategic direction, a transformation of your organization or a question that deserves an outside perspective?
Sometimes, a good conversation lets you see a situation differently.
Tell me what you have in mind.
We can talk about your issues, your expectations and whether support would be relevant.