Wicked Ideas is a strategy education & execution company for leaders & teams on a mission.

Wicked Ideas was founded in 2012 by Lisa Hrabluk to advance a new model of leadership developed in response to the stagnation and pushback she observed and reported on across her work in journalism, non-profits, education and the private sector.


It is anchored in a core belief that to move forward we need leaders who can develop solutions that provide the greatest amount of good and the least amount of harm to our individual and community wealth, well-being and ecosystems.

To do that Wicked Ideas has set an ambition target: to redirect $1B and 1 billion human hours towards the UN Sustainable Development Goals (aka the world’s to-do list) by 2030 through working with clients who are ready to invest their time and money in where the world needs to go, not where it is.


About Lisa

Lisa Hrabluk knows that to be good, sometimes you gotta get wicked. An award-winning writer, journalist, entrepreneur and sustainable change expert, Lisa has over three decades experience writing about and wrestling with wicked problems. If it’s complicated, contentious or controversial, Lisa’s been there, behind the barricades, in front of boardroom tables, and huddled in the bullpen with leaders in Canada and the U.S. across industry, government and non-profits who have big missions to achieve and small windows of opportunity to get it right.

Lisa has written thousands of articles, won national awards for her reporting, political commentary and entrepreneurship, been a frequent guest on national radio and television, wrote a best-seller, planned and hosted large-scale events, led movements, advised on public policy development, helped companies both big and small shift operations towards sustainability, and become a leader in the North American BCorp movement, for-profit companies that meet the highest standards for social and environmental impact.

My Starting Point

Power speaks to power.

Mission-led organizations need to forge faster paths to power to achieve the just and sustainable world we want.

To do that we need leaders who can work through competing demands to arrive at solutions that provide more help than harm, which can include healing old wounds. 

Why? Because most of our current challenges are rooted in the same problem: a fight for fairness. 

To succeed today, organizations must convert sentiment into measurable action by identifying and operationalizing shared values.



Wicked Ideas’ Shared Values



The United Nations Sustainable Development Goals (UN SDGs) are a shared blueprint for peace and prosperity for people and planet, adopted in 2015 by 193 UN member states, including Canada and the United States.

I call it the Build A Better World Blueprint and governments, non-profits and private sector businesses, from multi-nationals to SMEs, can select and integrate the SDGs that best align with their values into the design and execution of organizational strategy and operations.

Below are the four SDGs Wicked Ideas is working towards.

I am working to ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.

I am working to achieve gender equality and empower all women and girls.

I am working to reduce inequality within and among countries.

I am working to promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.



Wicked Ideas is a Certified B Corporation (B Corp for short), part of the global movement of people using business as a force for good. B Corps are for-profit businesses certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. B Corp certification is to business what Fair Trade certification is to coffee or USDA Organic certification is to milk. Today, there are Certified B Corps across 71 countries and over 150 industries working together toward 1 unifying goal: to redefine success in business.

Wicked Ideas was the first B Corp in New Brunswick and the third in Atlantic Canada.

Let’s connect

Are you ready to take charge of your Wicked Ideas?