The Power of Many Voices: A Conversation With Fatima Zaidi and Sasha Krstic
Technology entrepreneurship can present a host of challenges – particularly for women of colour, but that hasn’t stopped Fatima Zaidi from becoming a widely recognized leader in a male-dominated sector. Zaidi is founder and CEO of award-winning production agency Quill Inc. and of CoHost, a leading podcast growth and analytics tool. She is also co-chair of Tech+Biz4SickKids, a unique initiative helping to bring the power of AI to children’s healthcare, as well as a university lecturer, media personality and sought-after speaker.
In this conversation with Mastercard, Canada President Sasha Krstic, Zaidi shares her experiences as a tech entrepreneur and her unwavering belief in the strength and potential of diversity to drive prosperity and societal progress.
The second in a four-part series in partnership with Maclean’s, Mastercard’s Innovator-in-Residence program features BIPOC entrepreneurs and leaders paving the way for a prosperous future for all Canadians in the fields of innovation, entrepreneurship, culture, activism and education.
Prosperity through innovation
Innovation is a cornerstone for driving economic growth and societal progress. According to Mastercard research, 65 per cent of Canadians agree that advances in technology and innovation will make Canada more prosperous.
Sasha Krstic: Canadians recognize innovation as key to prosperity. How can innovation in the tech sector help us overcome challenges to achieving, building prosperity?
Fatima Zaidi: Innovation is pivotal in driving productivity and economic prosperity within our ecosystem. By integrating advanced technologies such as AI, companies can significantly improve operational efficiency and develop new products and services, which lead to economic growth, job opportunities and investment. Technology shouldn’t be viewed as a threat. In fact, it’s something that challenges you to do better.
Krstic: How do your initiatives, such as Tech+Biz4SickKids, make the connection between technological innovation and societal prosperity?
Zaidi: Tech+Biz4SickKids is on a mission to galvanize the Canadian innovation and corporate community to raise $1 million per year for SickKids, building off of the nearly $8 million we’ve raised since launch. We prioritize raising funds for projects centred around using advanced technology, particularly AI, to revolutionize pediatric healthcare. I think Tech+Biz4SickKids demonstrates how technological advancement and social good can go hand in hand.
Krstic: How do you see your work driving innovation and contributing to Canada’s prosperity?
Zaidi: Our work drives innovation primarily through CoHost, Canada’s first platform designed to consolidate podcast creator analytics and deliver in-depth insights into listener demographics. Recognizing a critical gap in the podcast industry—where brands and creators struggle to understand their audience and what resonates with them—we developed CoHost as a solution. We are committed to continuous innovation by integrating cutting-edge technologies, including AI, to enhance our platform’s capabilities and efficiency.
We contribute to Canada’s prosperity by supporting Canadian creators and brands in several key ways. For instance, the Quill Podcast Awards spotlights smaller, underrepresented creators and brands, giving them the recognition they deserve. We also host meetups to educate and empower Canadian creatives about the podcasting landscape. Additionally, we actively promote emerging podcasts, agencies and brands through featured articles and highlights. This level of recognition was pivotal to us when we first launched, so we want to ensure we can do the same for our fellow Canadian creators and brands.
Replenishing trust
A stable and thriving digital economy will be built on trust. Consumer trust in secure transactions is the foundation for successful digital engagement.
Krstic: Our research shows that nearly 70 per cent of Canadians believe their payment systems are secure and reliable. But we also know that trust can be fragile. How can tech entrepreneurs ensure they maintain the trust of their users?
Zaidi: When you think about it, globally, we’ve experienced a big depletion in trust—in our politicians, in large enterprises, in our media. Yet trust is fundamental to our digital economy, and for tech entrepreneurs, maintaining it starts with transparency. Users need to know how their data is collected, used and protected, and that their privacy is a priority. Accountability is also key. Entrepreneurs must take responsibility for issues and address them swiftly. In my experience, building genuine relationships through authentic storytelling fosters much deeper trust than maintaining a perfect image.
Krstic: When it comes to trust, what are the best practices?
Zaidi: Thorough cybersecurity policies, regular audits and safety engineering tests are essential practices that should be standard for tech companies. But tech entrepreneurs can also maintain trust by fostering a culture of security awareness, transparency and accountability. The entire organization should be committed to data privacy across the customer journey. Every employee, not just the tech team, should be responsible for safeguarding customer data.
Innovation leads to inclusion
Diverse workplaces foster innovation, which in turn can address Canada’s productivity challenges and contribute to broader economic growth.
Krstic: Our research shows Canadians overwhelmingly believe diversity, equity and inclusion are crucial in achieving the country’s potential. What do you see as the main benefits of driving diversity?
Zaidi: At Quill and CoHost, we’ve seen firsthand how a diverse team leads to more creative ideas and innovative problem-solving. I’ve consistently prioritized bringing together individuals from various backgrounds and perspectives, so that we are better equipped to understand and meet the needs of a diverse audience. And beyond business advantages, creating an inclusive workplace aligns with the values of many Canadians who see diversity as key to a better future.
Krstic: What challenges and opportunities have you, as a woman of colour, encountered in the tech industry, and how have they influenced your career?
Zaidi: Being a female founder requires us to be resilient and over-prepared in all aspects of our business, especially when it comes to bringing in revenue or raising capital. It has meant being the hardest working person in the room, as preparation equals confidence. I’ve always felt this pressure that the margin of error is very thin, and there is always a need to demonstrate my capabilities and experience. These experiences have not only strengthened my resolve, but also shaped my leadership style. My work ethic and drive have pushed me to create an incredibly diverse and well-represented team.
Krstic: According to Mastercard research, 60 per cent of Canadians feel personally prosperous. How can we ensure this sense of prosperity is shared across different demographic groups?
Zaidi: It’s essential to recognize that true growth goes beyond money and encompasses well-being, opportunity and a sense of belonging for everyone. It’s not just about filling a quota and checking a box. We shouldn’t just look at the issue from a gender standpoint. There is also a lot of research showing the differences in how people are treated based on race, ethnicity, gender, sexual orientation, physical appearance—basically on any level where we differ from others. The buy-in and personal commitment of executive and managerial teams is a must. They have to champion diversity and inclusivity, ensuring that policies are not just written but lived.
Krstic: As a closing thought, what does Canada’s future prosperity mean to you?
Zaidi: I would like to see more investment in entrepreneurs. Canadian companies often get funded much later than needed, forcing many entrepreneurs to offshore pursuits. Canada’s future prosperity requires entrepreneurs with a winning mindset, who are competitive and have ambition. More support, resources and investment are needed so we can continue to incentivize the younger generation to take bigger risks and stay in Canada; as a rule of thumb, money generally follows talent, and investment in Canadian talent can only lead to a more prosperous Canada for all.
The Innovator-in-Residence program in partnership with Maclean’s reflects a broader commitment from Mastercard to re-define and drive prosperity in Canada by powering economies and empowering people. Through cutting-edge technologies, offerings and solutions, Mastercard aims to foster an innovative, secure and inclusive digital economy.
Read the first Mastercard Innovator-in-Residence article with Satish Kanwar.
The Mastercard survey was fielded in the first quarter of 2024. Response data are derived from a representative sample of the Canadian population (N = 1,000) that includes an oversample of small business owners (N= 200). The margin of error for commensurate nationally representative survey responses is ± 3% at the 95% confidence interval. Results shown are weighted using age and gender demographic indicators from the 2021 Canadian Census.
