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Tasmeen Fidai
Founder of The Better Project
Tasmeen Fidai
Founder of The Better Project
With 15+ years navigating the most challenging corporate environments—from dynamic startups to the boardrooms of major financial institutions and telecom giants—she understands exactly what it takes for executive teams to win. Her foundation in Psychology, Business, and Education isn't just academic; it's the strategic toolbox she uses daily to help top-tier leaders successfully adapt and outperform in complex competitive landscapes.
While mastering the corporate world, she dedicated herself to absorbing global wisdom and resilience. Tasmeen has learned about focus and presence by meditating with monks in Thailand, explored the impact of movement of energy in Myanmar, examined expressions of faith and pilgrimage in Egypt and Syria, and seen the strength of art as a voice for minorities in Tajikistan and Pakistan.
Based in Toronto, Tasmeen fuses this deep understanding of human drive with high-stakes corporate ambition. She empowers leaders to achieve strategic professional goals while fostering sustainable balance and resilience. She helps executives connect, lead with profound empathy, and become the clear-eyed visionaries their organizations need to thrive.
Tasmeen is the partner for executive leaders ready to blend high performance with genuine human impact.
Blog Posts
How are you measuring your ROI?
I was working with a team of leaders that categorized psychological safety as a “soft” metric.
Nice to have. Not measurable. Not strategic.
Then we decided to test that assumption.
We ran a simple experiment:
👉 3 months of tracking how safe people felt to speak up, alongside the usual business KPIs.
Here’s what happened and what we learned:
1️⃣ Safety predicts innovation.
Teams that scored higher on safety produced 32% more new feature ideas in sprint retros.
Turns out, when people aren’t afraid to look wrong, they create faster.
2️⃣ Safety reduces hidden costs.
We saw fewer “fix-later” bugs and rework hours drop by 18%.
Silence in meetings used to cost us thousands of dollars, literally.
3️⃣ Safety builds ownership.
When people feel heard, they act like owners.
Our engagement scores rose, but so did on-time delivery — and yes, revenue followed.
The ROI wasn’t just in dollars.
It was in energy, creativity, and trust; the things that make dollars possible.
If you’re leading a team:
Don’t just talk about psychological safety.
Measure it.
Because what you measure, you move.
💡 Curious; has anyone here actually tracked psychological safety before? What did you see?
Human-Centric Selling: The Unbeatable Edge in the Age of AI
The debate isn't technology vs. humans in sales; it's about technology enabling humans. While AI is a powerhouse, the most impactful sales cultures will master the blend.
🌟 AI shines at automation (lead scoring, CRM hygiene) and insight generation (personalized content, predictive forecasts). It frees up the seller to focus on high-value interactions.
🚫 AI fundamentally falls short on empathy, trust-building, and handling the nuance of complex, multi-stakeholder decisions. These require genuine human connection and ethical judgment.
B2B decisions are made by people, and emotion drives action. Customers commit when they feel understood, valued, and safe. They remember how they felt during the sales process long after they forget a product spec. This emotional memory creates lasting loyalty.
Practical Strategies for "High-Tech, High-Touch"
✅ Tech-Powered Coaching: Use AI to diagnose performance gaps (the "what"). Use human managers to provide high-empathy, customized coaching (the "how").
✅ Focus on Impact: Automate scheduling and follow-up. Reserve your human time for discovery, negotiation, and building the business case. Use the time AI saves you to have more impactful conversations.
✅ Trust Through Transparency: Leverage tech to share information openly with clients, but ensure all human communication is rooted in authenticity and a focus on their success, not just your quota.
Sales leaders and L&D professionals must act now to build a human-centric culture:
🏅 Prioritize Human Skills: Invest in training on Emotional Intelligence (EQ), Deep Active Listening, and Critical Thinking. These are the skills AI cannot replicate.
🏅 Redefine the Role: Shift the seller’s identity from a "closer" to an "Insight Provider", someone who brings unique, human perspective that challenges and elevates the customer’s strategy.
🏅 Mandate Tech Fluency: Ensure the team understands that technology is a tool to remove friction and buy back time for human interaction.
The goal is simple: use technology to make your human connections more valuable.
Learning in the Flow of Work
A few months ago, I was helping a client's sales team adopt a new CRM system. We had planned a full-day training session, but a last-minute deal came up that required their immediate attention. The training was postponed, but the team still had to learn the system to close the deal.
We scrapped the formal plan and instead, I provided real-time tips through tip sheets, checklists and micro learning opportunities. We were learning in the flow of their actual work, and they were applying the knowledge immediately. Not only did they close the deal, but their confidence with the new system skyrocketed.
This experience was a powerful reminder: the most impactful learning isn't always a scheduled event. It's an evolution that’s embedded in our daily tasks.
Instead of a one-off course on a new software tool, what if we:
- Provided short, 5-minute video tutorials accessible right when an employee needs to use a specific feature?
- Created a micro-challenge where a team has to solve a real-world problem using the new tool, with a senior colleague as a coach?
This "learning in the flow of work" approach is about:
✅ Relevance: The learning is directly tied to the task at hand.
✅ Retention: We learn by doing, which embeds knowledge more deeply.
✅ Efficiency: No need to stop the entire workflow for a scheduled session.
As L&D professionals, our role is shifting from simply "delivering content" to designing environments where learning is a natural byproduct of work. We should be helping teams identify learning opportunities within their existing tasks and building the resources to support them.
What are your favourite examples of embedded learning?
To Change or Not to Change?
Are you facing a major change initiative at your organization? 📈 It's a journey filled with both promise and peril.
Let's be honest about the pros and cons of change:
✅ The Pros: Change can unlock incredible opportunities. It drives innovation, boosts efficiency, and allows you to adapt to market shifts. A successful change leads to a stronger, more resilient, and more competitive organization.
❌ The Cons: Without a solid strategy, change can be disruptive and even destructive. It can lead to employee burnout, low morale, and resistance that derails the entire effort. According to McKinsey, 70% of change initiatives fail to meet their objectives.
This is where a dedicated Change Management Consultant can make all the difference. Think of me as your expert navigator through this complex process. While you focus on the what and why of the change, I focus on the who and how.
How I make change management easy:
✔️Strategic Planning: I help you design a clear, step-by-step roadmap that minimizes disruption and maximizes buy-in.
✔️Stakeholder Engagement: I facilitate communication and build bridges between leadership and employees, ensuring everyone feels heard and is aligned with the vision.
✔️Risk Mitigation: I identify potential roadblocks and proactively develop strategies to overcome them before they become a problem.
✔️Sustained Adoption: My work doesn't end when the change is implemented. I help embed the new processes and behaviours to ensure lasting success.
Bringing on a consultant isn't just about an extra pair of hands; it's about gaining a partner with specialized expertise. It's an investment in a higher probability of success, a smoother transition, and a stronger foundation for the future.
If your organization is on the cusp of a major transformation, let's talk about how we can navigate it together.
The Better Project: When teams thrive, change follows naturally.
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