Leona Banfield, M.ADS Founder, Ginomai
Why I Started Ginomai
I started Ginomai because I kept watching the same thing happen: organizations invest in strategy — sometimes significant money — and then nothing moves.
Not because the plan was wrong. Because no one built the bridge between having a plan and actually running it.
For over 20 years, I've combined behavioural science and organizational change work — and built my practice around making that combination practical. I've seen what happens when leaders are handed a framework but no process for making it real. I've watched workshops energize teams and then fade into a binder on a shelf. I've seen expensive consulting engagements produce reports that never get implemented.
I built Ginomai to close that gap. To take what organizations already know they need to do — and make it actually happen.
How I Work
I'm not a content provider. I'm a strategy activator.
Ninety percent of what I do is application and practice — working alongside your team to build the processes, habits, and behaviours that turn strategy into results. The other ten percent is content. That ratio is intentional.
Every engagement follows a three-phase model:
Define — We assess what's already in place, identify what's blocking execution, and get clear on the highest-value objectives. You leave this phase knowing exactly what matters and why nothing has moved yet.
Manage — We build the systematic and behavioural processes for change. Priority frameworks. Change management design. Practical structures your team can actually use.
Transform — We run the behavioural change program. This is where strategy becomes habit. I use structured sprint cycles — typically 6–8 weeks — so you see momentum early and don't wait 12 months to know if it's working.
For organizations integrating AI, this includes the AI Capability Sprint: a structured program built around my Habit Builder technology, designed to embed AI into real workflows through weekly application, not one-off training.
My Background
I hold a Master's in Applied Disability Studies and have spent over 20 years working in behavioural strategy and organizational transformation. My background in applied behaviour analysis gives me an uncommon lens — I understand how people actually change, not just how they're supposed to.
I've worked primarily with organizations in social services, education, and mission-driven sectors — environments where change is high-stakes, resources are stretched, and the margin for wasted effort is thin. That experience shapes how I work: practical, precise, and focused on measurable outcomes.
I serve on the Behaviour Science Program Advisory Committee at Algonquin College and contribute to community initiatives in Burlington, Ontario.
What drives my work: I believe organizations deserve better than strategy documents that never ship. I believe technology should enhance judgment, not replace it. And I believe change that doesn't stick isn't change — it's just activity.
Collaborative Partners
For complex organizational engagements, I work with trusted specialists who bring complementary expertise.
Anna Hoferica
Strategy | Governance | ERM | Risk Intelligence Expert
Anna is Principal and Chief Risk Officer at Canada Direction Inc., with over 20 years in governance, risk management, and strategic leadership. She helps organizations build resilience and make smarter decisions in complex environments — embedding risk intelligence into the processes that matter most.
Anna and I collaborate on engagements that require deep strategy and governance expertise alongside behavioural change design.
Let's Talk
If your organization has a strategy that isn't moving, that's exactly where I start.