If traditional marketing feels like a noisy echo chamber of reels, funnels, and fake connection — this episode will feel like a breath of fresh, ocean air. In today’s episode of Daring Dreams: Heart & Strategy in Small Business Marketing, Hayley Bohan sits down with Sonia Strobel, co-founder and CEO of Skipper Otto, one of the first community-supported fisheries in the world. Sonia isn’t just selling seafood — she’s redefining how we market, how we connect, and how we build lasting loyalty through genuine relationships. From launching Skipper Otto on a scanned-photo website and 40 mailed-in checks to building a thriving B Corp with over 8,000 members and 45 fishing families, Sonia’s story is full of inspiration, grounded leadership, and marketing wisdom rooted in purpose. What We Cover in This Episode: How Skipper Otto flipped the seafood industry by putting people and sustainability first The marketing power of storytelling and actually knowing your customer Why Sonia focuses on relationship-building over ad budgets — and gets 80% year-over-year retention The systems Sonia built to support team trust, leadership, and long-term growth How Skipper Otto uses customer-fisher connection as their secret marketing weapon Creative campaigns that build emotional bonds (hint: secret Santa letters from customers to fishers! Why purpose-built businesses need to define “enough” and ignore the growth-at-all-costs model Sonia’s approach to letting go of control as a founder — and why it’s crucial for scaling with soul Marketing Takeaways You’ll Love: Marketing is trust-building. Relationship-first companies don’t need aggressive funnels — they build movements. Genuine connection > algorithmic tricks. What Sonia’s doing can’t be faked — and that’s exactly why it works. Embrace slow marketing. You don’t need to “go viral” to create deep, lasting impact. More About Sonia Strobel & Skipper Otto: Sonia is a former high school teacher turned trailblazing entrepreneur. Since 2008, she’s led Skipper Otto in reshaping the seafood industry with values like transparency, community, and living wages. She’s also a passionate advocate for food system reform, small-scale fishers, and mentorship for purpose-driven businesses. Resources & Links: Learn more or become a member at skipperotto.com Follow Skipper Otto on Instagram@skipperotto Connect with Sonia Strobel on LinkedIn Check if Sonia’s service area includes your region — and sign up for updates at skipperotto.com. Connect with Hayley Bohan: ✨ Website: marketingonpurpose.ca Instagram: @hayley_bohan Loved this conversation? Share this episode with a business buddy who’s tired of soulless marketing. And don’t forget to subscribe so you never miss a dose of heart + strategy.