When Purpose Calls: Real-Time Marketing Strategy for a Business That Had to Exist
In this powerful episode of Daring Dreams, Hayley Bohan sits down with Darren Dawson, founder of Common Sense Defense for Women. Darren didn’t start a business because he wanted to — he started it because someone had to. After 15 years on the frontlines as an RCMP officer, witnessing the aftermath of violence against women, Darren knew he couldn’t just respond — he needed to prevent. But building a purpose-driven business is one thing. Marketing it? That’s a whole other story.
Tune in for a heart-led, strategy-rich conversation where Hayley gives real-time marketing advice to help Darren get his mission in front of the women who need it most. From identifying his ideal customer to ditching discounts and leaning into emotional messaging, this episode is packed with strategic gems for entrepreneurs who are driven by more than just profit.
In this episode, you’ll learn:
- Why Darren created a self-defense course just for women — and what makes it different
- The marketing mistake many purpose-driven businesses make (and how to fix it)
- How to shift your mindset from “discounts” to “emotional connection”
- The power of partnerships and how Darren used them creatively to gain visibility
- What to do when social media isn’t working, and where to focus instead
- Why identifying your real ideal customer changes everything
About Darren Dawson:
Darren is a retired RCMP officer and the founder of Common Sense Defense for Women, a six-hour course designed to empower women with simple, practical skills to stay safe. His mission? To teach as many women as possible how to protect themselves — physically and mentally — in a world that too often leaves them vulnerable.
Connect with Darren:
Mentioned in this episode:
Big Magic by Elizabeth Gilbert
CPR/First Aid training partner: Life Start
Buttercup Cookie Lady collab (Moncton, NB)
✅ If you’re a purpose-driven entrepreneur struggling to turn your passion into visibility, this episode is for you. And if you believe in Darren’s mission, share this episode — you might help someone take the course that changes everything.
