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Where Strategy Meets Purpose
Bastedo Strategy is a boutique consulting firm that fuses traditional strategic thinking with innovative digital methodologies.
Founded by Ruth Bastedo, the firm brings a combination of big-picture vision and on-the-ground execution to every engagement.
The work spans independent agencies, social impact organizations, small businesses and national programs, united by a shared belief that good strategy always starts with people.
With deep roots across the private sector, not-for-profit, government, and academia, Bastedo Strategy helps clients navigate complexity, empowering teams to see interconnected systems in a practical, human way.
Three work streams
Strategic Partnerships
Small Business and Social Impact Organizations
Small Business and Social Impact Organizations
Bastedo Strategy partners with independent strategic agencies and organizations to build relationships, deliver AI-augmented strategy, and drive measurable business growth. Ruth brings senior-level depth that amplifies what your team already does well.
Small Business and Social Impact Organizations
Small Business and Social Impact Organizations
Small Business and Social Impact Organizations
One-on-one coaching and tailored workshops for small businesses and social impact organizations. Clarify your strategy, develop customer journeys, and build a plan that genuinely supports growth and aligns with your mission.
Digital & AI Social Innovation
Small Business and Social Impact Organizations
Digital & AI Social Innovation
Purpose-driven projects and initiatives that champion rich, inclusive digital and AI-augmented experiences. Ruth leads work that is humanistic at its core, bringing diverse perspectives into the design of technology that matters.
work with bastedo strategy
Big picture thinking. Ground level execution.
Bastedo Strategy brings both a holistic "big picture" view and the on-the-ground ability to execute under tight deadlines.
Examples of projects led:
- Strategy, customer journey and content development for major banks on financial planning, financial literacy and wealth management
- Brand and customer experience strategies, websites, lead generation and conversion (healthcare, retail, technology, not for profit and B2B technology)
- Economic and social innovation communication strategies, brand, project development and implementation
- The launch of innovative new multi-sectoral programs in digital social innovation
Selected Past Clients
Meet ruth
Ruth Bastedo, Principal
Ruth is passionate about supporting Canadian businesses and organizations in emerging digital areas, from AI adoption to digital product and service design.
Over the last 15 years, Ruth has worked with teams at several independent Canadian agencies to build and enhance digital services, and deliver strategy-led projects. After 25+ years creating digital content, products and projects, Bastedo Strategy is a labour of love.
A pioneer in digital media production in Canada, as VP, Creative Strategy and Co-founder of Medium One, Ruth worked on producing one of the first generations of digital content for PBS.org including Ken Burns Jazz for Kids, some of which are still live. She is now augmenting her work with AI-based tools and engaged in an AI and Digital Media program at UBC, to better understand this powerful new technology.
Ruth’s career highlights include founding a second digital agency, representing Canada abroad as President of Women Entrepreneurs of Canada and co-developing programs for partners such as The Initiative for Women in Business at Rotman School of Management, to support women-owned businesses.
One of Ruth's great joys has been to represent Canada at trade missions and North American Women in Business Summits in the US and Mexico, as well as participating in APEC's inaugural Women and the Economy Summit, where she presented on Women and Leadership in Canada.
Ruth is currently serving a second term as Chair of Hospice Toronto, a reflection of her deep commitment to community and purpose-driven leadership. In 2025, Hospice Toronto was recognized as a Toronto Community Champion Award recipient.