Corrine Sandler’s fantasy dinner party guests provide a peek at why the founder and president of Fresh Intelligence Research Corp. is a creative whiz, innovative marketer, and busy family woman, too. Invites would go to Walt Disney and Roy Disney (“To make millions by making people happy, very few people have ever accomplished that”); Nelson Mandela (who “never gave up the belief that ‘what you visualize will materialize’”); The Secret author Rhonda Byrne (“The premise of positive thinking is not new, but she delivered it to the world”); her grandmother (“I probably would not let her hand go, because she could impart immense love through her touch alone”); and a close friend battling a rare form of breast cancer (“The most incredible friend anyone could ever wish for, true to her word and honest to others”).

With these inspirations in mind, Corrine built and is now running Fresh Intelligence: an on-demand, real-time intelligence gathering company using customer advisory panels, ad hoc survey research, and strategic marketing.

Corrine spoke to Women’s Post about building success over her 17-year career.

WP: Where did the idea to found Fresh Intelligence come from? Are you entrepreneurial by nature? Or is marketing the real passion and founding a business more of a vehicle than the end goal?

CS: I think it is a combination; there is a certain person that is a true entrepreneur. It includes factors from the environment in which an individual was raised, his or her family situation, and his or her personality traits. I have always been extremely motivated to achieve — I am a doer, I tend to make things happen and I am very competitive. I think the sheer will to win, in everything I do, led to the development and success of Fresh Intelligence.

Fresh Intelligence was founded out of pure frustration in dealing with the research industry and having to wait for answers … In today’s economy anything more than 24-48 hours old is no longer relevant. That is how quickly consumers and shoppers minds are changing today. Fresh Intelligence was originally developed as an IT tool to support strategic work; however, the demand for the powerful tool grew so rapidly that I rebranded the company to focus on unprecedented consumer engagement and dynamic intelligence gathering.

Marketing is my true passion, but it is a combination of science and gut-feel; Fresh Intelligence enables the scientific approach with the human element.

Entrepreneurs tend to be independent souls, with strong leadership; I don’t like to conform to the ordinary, if anything I usually do the opposite of what I should. I love to be experiential and a thought provoker — no one needs another “me-too” company or service.

WP: I see that you've been educated overseas. What's your background and what insights do you believe that your international experience brings to your business?

CS: I was born and raised in Johannesburg, South Africa. Before moving to Canada I completed my post-graduate degree in the UK. The opportunity to study and live abroad has immensely added value to me as a person. It all comes down to street smarts — I do not know quite how to put this — shrewd or sharp might be a better word, call it common sense, instinct, etc. Successful entrepreneurs seem to have intuitive good judgment when making complex business decisions and being able to travel around Europe at a young age and gain world experience gave me essential life skills to be a business leader. I would encourage every person to travel extensively in different capacities before entering the work force. Cultural diversity and knowledge gained from new experiences outside of your normal realm will enable incredible growth for person’s character and ability to adapt, understand and make independent decisions — these were undoubtedly the most enriching years of my life.

WP: What are the most challenging aspects of your job?

CS: I think this probably applies to any organization: Ensuring Fresh Intelligence is an effective organization. By this I mean being able to organize smartly; eliminate costs, non-producers, and time wasters; ensure non- duplicate functions. I think my biggest challenge is in the area of human resources and successful delegation. Knowing what each hat does and not trying to wear the hats of my employees. Smart hiring and training for employees is critical and always a challenge.

WP: And the most rewarding aspects?

Clients, Clients, Clients. Finding that nugget of information and intelligence that gives our clients the answers they desperately need is so rewarding, watching the “aha” expression when we present results and seeing major changes and opportunities open up based on our findings … Watching client brands grow, market share increase, acquisition of new customers, panels grow, [and] customer advocacy increase is really the vision for Fresh intelligence.

WP: What do you like to do to relax? How do you find time for these activities with your busy schedule?

CS: Something I have to learn still [is to] to switch off and create balance in my life. I used to run and that was my escape, just me and the open road, but with the increasing pressures of work I just cannot find the time anymore. My time away from work is mostly spent with my four magnificent children running between hockey and dance. On the odd occasion I have some time to read a good book (usually a business book) and enjoy a glass of red wine. I have been encouraged by friends and family to do mediation or yoga, but honestly being an “on-go” person who prefers a cardio workout as a stress reliever, I have been reluctant to even try. Probably my most indulgent time is [with] a green tea soy latte from Starbucks.

Make sure to check out Corrine's radio podcast here.

Interview conducted and edited by Justine Connelly.