Canadian tech expert Amber Mac has been working at the forefront of tech and media for more than two decades as a best-selling author, TV host, speaker and podcaster.
And in that time, she’s learned a thing or two about what’s needed to build and grow a successful business. We had the chance to catch up with her and get her take on what Canadian entrepreneurs should—and shouldn’t be—focused on.
Do: invest early in your personal brand and build trust
For Amber, one of the earliest decisions she made for her business was to go all-in on building a personal brand in different online spaces during what she calls the “pre-algorithm era.”
“Making my personal brand a priority over the years has definitely paid off, because I’ve been able to build community and connect with people online,” she says.
A big part of that ability to make strong connections has been trust earning trust—something Amber feels is hugely underestimated.
“You might always be able to raise money for your business, but you will never be able to build back trust,” she says. “And when you put your most authentic foot forward, trust builds exponentially over years.”
Don’t: feel like you have to go at it alone
If there’s one thing Amber would revisit from her early days, it’s trying to handle everything herself. Her advice is to start building out a small, trusted team.
“Even just a small team of people, contractors, whatever it might be, can be incredibly helpful for you to really scale your business, because one person can only do so much,” she says.
Today, Amber runs her business, AmberMac Media, with a hand-picked and highly dedicated team. A strategy she swears by is to work with people as contractors or freelancers before hiring them on as employees.
The reason? You get a far better sense of whether you are truly aligned and share the same core values.
Do: diversify your revenue streams
From the very beginning, Amber has believed in offering multiple services and means of generating income—whether it’s content creation and production or even real estate.
“I see a lot of entrepreneurs get caught in this trap of just doing one thing because they believe, ‘OK, I’m going to put everything into that one product or that one service,’” she says.
Amber points out that the world can shift quickly, and if entrepreneurs are locked into a single product or service, it can be hard to pivot.
Don’t: grow too fast or spend too much
Though you might feel pressure to scale your business quickly, Amber emphasizes the need for slow, steady growth. She also cautions against spending too much money, too soon on big-ticket items like physical storefronts and offices for your business.
“I’m a big fan of bootstrapping and really being as lean as possible when growing a business,” says Amber. “That’s not sexy or maybe not as fun, but some of the most successful businesses are really thoughtful about how they’re spending money in those early days.”
And if having a physical presence isn’t the priority, having a website definitely is.
“Your website presence is more important than ever because it’s the only truly owned channel for your business or brand,” Amber explains. “Because what we’ve seen with social media, especially as of late, is that we don’t know one month to the next which platform is going to be able to continue to operate.”
Do: embrace AI thoughtfully
Amber believes that part of what makes 2026 an exciting time to start a business is the fact AI tools are more affordable and accessible than ever.
From building websites and editing videos to refining marketing copy, AI tools can help entrepreneurs do more with less.
“I think we can’t avoid the fact that, for small businesses who maybe don’t have the money to spend on extra help, or don’t have extra time, AI can play a really valuable role,” says Amber. “So, I would learn how to leverage all the latest tools and technologies.”
Do: be loud and proud about your Canadian-ness
“We’re in a time where there is a focus on not just buying Canadian, but also building Canadian,” says Amber. “And so, this is the perfect opportunity for small business owners and entrepreneurs to step up and build Canadian businesses.”
Not only is it about pride in one’s Canadian identity—something Amber has worn proudly throughout her career—but the fact that Canada is its own powerful brand.
“I believe the world does need more of what Canada has to offer, which is a country that has really strong values, a place that people trust,” says Amber. “And having a Canadian presence online, I think is, is more important now than ever.”
In the end, Amber’s advice reminds us that by earning trust, staying open to new possibilities and taking pride in our Canadian roots, entrepreneurs can grow their businesses with confidence and care.
Want to build a proudly Canadian presence? It starts with searching for your .CA domain below.
Find your .CA domain today!
Kira is the Content and Channel Marketing Lead at CIRA. She focuses on content, digital marketing and channel strategies to help Canadian business owners make the right domain choice for their business website so they can find success online.
