We recently connected with Roger Dundas and have shared our conversation below.

Alright, Roger thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

“In 2011, while running a marketing company focused on Black Canadian communities, I kept hitting the same wall. We’d partner with over 400 Black-owned businesses and creators, but more than 75% lacked even basic digital footprints—no websites, no Facebook pages. These were thriving bakeries, innovative artists, community mentors… but online? Invisible.

It wasn’t just about missing marketing tools. Every blank URL felt like a silenced story. How could talent this vibrant not have a platform? That’s when the idea clicked: what if we built something that both gave these entrepreneurs instant online visibility and actively celebrated their impact through storytelling? Not just directory listings, but proper features on Black Canadian game-changers—the kind of recognition mainstream media rarely provided.

The excitement came from solving two gaps at once: practical digital infrastructure for businesses, and a cultural archive for our community’s brilliance

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

“I’m a former corporate accountant who traded spreadsheets for storytelling. After years in sales and marketing, I realized corporate structures rarely leave room for creativity—or for prioritizing communities over profit. My parents modeled leadership not as a title, but as service, and that legacy pushed me to build something that could empower others.

Today, I run ByBlacks.com: Canada’s top ranked, award winning online platform amplifying Black Canadian voices. We’re not just a media outlet—we’re a curated space where Black writers, entrepreneurs, and artists tell their own stories, free from the filters of mainstream narratives. When you read a ByBlacks profile, you’re getting raw, unfiltered excellence—not a diluted version shaped by outsiders.

The spark? In 2021, we launched ByBlacks Restaurant Week to spotlight Black-owned food and beverage businesses. What started as a passion project now drives over $250,000 annually to these entrepreneurs. That’s the heart of our work: creating ecosystems where visibility translates directly into economic power.

What sets us apart? We refuse to be a ‘diversity checkbox.’ Every story we publish, every business we promote, is about rewriting the rules of who gets to shape culture—and who profits from it. If you’re tired of performative allyship, welcome to a platform built by us, for everyone.”

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

“In 2017, during one of the hardest weeks of my life—mourning the loss of a friend and mentor—a close friend staying with me handed me Darren Hardy’s Compound Effect. That book became my anchor in the storm. Hardy’s no-nonsense philosophy—that small, consistent actions create exponential results—rewired how I approached business and life.

I started applying his ‘ripple effect’ principle: trimming decision-fatigue by focusing only on high-impact tasks. Within a year, this clarity helped me 5X my income and reclaim 15 hours a week for family—proof that ‘working smarter’ isn’t a cliché.

Nine years later, I still block 5 minutes every morning to Hardy’s mentorship sessions. It’s not just about strategies; it’s about staying rooted in intentionality. His lesson that ‘success is a science’ taught me to treat time and relationships as non-renewable currencies.

If you’re juggling ambition and burnout, start with his concept of ‘the rhythm of daily success.’ It’s the closest thing I’ve found to a blueprint for building wealth without sacrificing what matters most.”

Any fun sales or marketing stories?

“March 2021. Toronto.

Restaurants were boarding up windows. Virtual events felt like shouting into a void. Our team was exhausted, but we kept circling one idea we’d shelved in 2018: What if we created a national campaign celebrating Black-owned food & beverage businesses?

Insane timing, right? The industry was on life support. But that’s exactly why we doubled down.

We called every chef, baker, and coffee roaster we’d ever featured. ‘If we drive traffic to you, can you handle takeout or meal kits?’ The answer was a visceral YES.

In 14 days, we rallied just 10 restaurants across 3 provinces. No budget. Just hustle—partnering with Black food content creators, repurposing our email list, and begging influencers to share #ByBlacksRestaurantWeek.

The result? Increases in sales by more than 50% in some locations during the week. Six years later, it’s Canada’s largest culinary initiative for Black-owned food: 150+ businesses, 7 provinces, over 1 billion impressions. But the real win? Proving that when you market with a community—not at them—you don’t just sell meals. You ignite ecosystems.”

Contact Info:

• Website: https://byblacks.com/
• Instagram: https://www.instagram.com/byblacks/
• Facebook: https://www.facebook.com/ByBlacksCanada
• Linkedin: https://ca.linkedin.com/company/byblacks-com
• Twitter: https://x.com/ByBlacks
• Youtube: https://www.youtube.com/user/ByBlacksdotcom