Katelyn Bourgoin is a renowned marketing strategist, entrepreneur, and authority in buyer psychology. She empowers founders and experts to uncover why people buy and differentiates brands through customer research, actionable frameworks, and messaging strategy.
Katelyn Bourgoin has been a guest in The Business Owner's Journey:
Known as the "Buyer Psychologist" (and sometimes the "Customer Whisperer"), Katelyn has built a seven-figure media and education business around one core premise: whoever gets closer to the customer wins.
She is the founder of Why We Buy, a learning platform that teaches marketers and founders the psychology behind buying decisions. The weekly newsletter, digital products, and workshops help business owners turn customer research into sharper messaging and stronger offers.
Through Why We Buy, Katelyn helps founders and marketers uncover the real reasons their customers buy, fix messaging that falls flat, and design offers that solve expensive problems. Her workshops, courses, and playbooks give business owners a science-backed system for turning customer insight into copy and positioning that actually converts.
She also co-created UnIgnorable with Neal O'Grady of Demand Curve, a course and agency that helps entrepreneurs build audiences using buyer psychology principles.
Before Why We Buy, Katelyn ran a branding agency (RedRiot Communications) in Halifax, working with clients including Holiday Inn and Target. She grew it from a one-woman freelance operation into one of Halifax's most recognized boutique branding agencies. She also built and sold a restaurant consulting business in under two years.
She then co-founded Vendeve, a venture-backed business network for women entrepreneurs that attracted members from dozens of countries. Her experience building Vendeve deepened her focus on customer research and buyer psychology, which became the foundation for Why We Buy.
SaaStock recognized her among its Top 20 Wonder Women of SaaS Marketing and Growth for her data-driven approach to growth strategy.
Buffer profiled Katelyn for her approach to audience building and personal branding. Growth In Reverse featured her in a deep dive on how she built a 220,000+ person audience around buyer psychology.
Her Why We Buy newsletter reaches over 63,000 subscribers each week and has become one of the most widely read resources on buyer psychology for marketers and founders. She regularly shares buyer psychology breakdowns and marketing insights on LinkedIn and X, where she has built a combined following of over 190,000.
Katelyn grew up in Halifax, Nova Scotia, and earned her BA from Dalhousie University. She started her first business at 25 and has founded four companies across marketing, tech, and hospitality sectors.
She is based in Canada and is known for learning in public, testing buyer psychology principles in her own business before teaching them, and building a community around practical, no-hype marketing education.
Nick Berry is an American entrepreneur and business advisor, whose track record includes founding, leading, and advising award winning small businesses since 2002. He has built companies in multiple industries, hosts The Business Owner’s Journey podcast, and created the Business Alignment System™ framework that helps owner-operators scale without burning out.
After his most recent exit he founded Redesigned.Business to advise and coach to other entrepreneurs and business owners who are looking for a trusted (and proven) advisor.
Among peers, colleagues and clients, Nick has been referred to as 'The Anti-Guru', due to his pragmatic approach and principled leadership. He shares his thoughts, experience, and lessons learned each week in The Golden Thread newsletter.
