As owner of a successful marketing company for over 20 years, Judy Paradi had the opportunity to work with a variety of blue chip clients such as the Royal Bank, BMO, Scotiabank, Heart and Stroke, Kraft, Novartis, and others. While clearly her clients represent an assortment of industries, Ms. Paradi's passion, and the reason for her success, was understanding the needs of her clients' target markets and developing winning marketing strategies that spoke to those needs. Because of this passion, it was not long into her career that she became aware of the huge disparity between how women thought and how they were being marketed to and she started focusing her efforts on marketing to women in specific. Her enthusiasm regarding women's issues is further evidenced by her involvement as a board member and mentor with Step Ahead, an organization devoted to mentoring female entrepreneurs. In addition, she lectures at the University of Toronto, delivering a course on entrepreneurship, with a special focus on targeted marketing and is involved with the university's Hatchery program, serving as an advisor on women's issues.