About Jennifer

Golf, Business and the Pursuit of Potential

In the work I do with businesses and organizations, my job is to discover potential and devise a plan to communicate it to others. I create outcomes: results that increase revenue, grow awareness, or elevate leadership. Seeing someone’s potential is my job. Being convinced to work towards that potential is the client’s job.

I was fortunate to play NCAA Division 1 college golf for John Crooks, the women’s golf coach at Campbell University. Today, he is the second-winningest women’s golf coach of all time, having exceeded 100 victories. I was on the team for his very first win.

Coach has told my story a few times, and it always made me cringe a little because he references the struggles in my first year. Most sport stories focus on outcomes, and while his version mentions the outcomes, it also includes the journey to get there. It took me a while to appreciate that.

In a podcast interview, he was asked if there was a player in his career who showed the most improvement from day one through graduation. In telling my story, this is what he said:

“The first five rounds she played, I believe she shot 98. And after every 98, the tears followed. And after the fourth or fifth time, she was upset because she was letting down the team, her parents, her club, her school, Canada – she just had the weight of the world – and she just wanted me to know that she was better than that. And you could see it. And she got better.

And so, a little more than two years later, in Charleston, South Carolina, she finishes the tournament and she’s tied for the lead for the conference championship. We have a sudden-death playoff and she wins, so she becomes the Big South Conference Player of the Year.”

Two years after graduating from Campbell with a degree in Mass Communications, I turned pro in golf. I wanted to push myself as far as I could go, and I competed on the Canadian women’s professional tour and earned my Class A status with the PGA of Canada.

When I launched Forward Thinking, my marketing consulting business, I did it purely on potential. I had no clients, but I had a plan that I was convinced would work. I always credit my golf experience as what best prepared me for being an entrepreneur, because running a business is a pretty competitive arena in which to build a career.

My first client was a regional science fair, which was ironic because science was my worst subject in school! Thankfully, my focus wasn’t on performing the science, but on promoting the avenue for others to perform the science and achieve outcomes that would contribute to their future careers.

In 2026, I achieved 20 years in business – a milestone that has come through meeting challenges as much as it has from celebrating achievements. Included in both have been the publication of two entrepreneurial books – Forward Thinking for Your Business (2023) and Forward Thinking for Future Entrepreneurs (2025). Both have supported my career as a speaker, where I share real-life lived experience so others see the potential they have and become encouraged to work towards it.

This is where I am today – working with clients one-on-one in marketing and pursuing opportunities to address entrepreneurs and other leaders through speaking engagements. While my results, wins and high-achieving experiences are attractors for people seeking an impactful outcome, the soul of that impact is always recognizing potential and being willing to work towards it.

My mission is to encourage the pursuit of potential. It’s always a privilege to be part of that journey.

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