HAVE A CUP OF JOE WITH JOE – Wendy Beth Moore’s Human Factor Sales & Marketing Summit

Born in Windsor and raised in Essex, Ontario, Wendy Beth Moore has lived from coast to coast in Canada over the years, before settling in London, Ontario in 1996.

A “Red Raider” alumnus of Essex District High School, Moore enrolled after graduation in the advertising program at St. Clair College, though personal circumstances prevented her from completing it. She then entered the workforce and credits her cross-Canada experience with giving her “access to a wide array of different businesses to hone my developing marketing skills I gained during my time at St. Clair College.”

According to Moore: “I have spent more than four decades working inside marketing and sales systems across healthcare, finance, retail, manufacturing, education, and agriculture both in business-to-business
and business-to-consumer environments, as well as working with various marketing agencies.”

What does Moore have in common with Mark Zuckerberg (Facebook and META), Bill Gates (Microsoft), and Mike Dell (Dell Technologies)?

Well, she is not part of their billionaire club! However, like those three entrepreneurs — each of whom dropped out of university in the early years of study — Moore also stepped away from college to build a
successful career as a prominent marketing and sales strategist. Through her work, she has earned 40 international awards for marketing innovation, effectiveness, and creativity.

The belief that a university degree is the only path to business success is a common misconception. Higher education can provide structure and networks, but it cannot create grit, curiosity, or the ability to read a room.

Many resilient, innovative business owners rely instead on practical intelligence (“street smarts”), innate ability, hard work, and perseverance. These qualities have been central to Moore’s success. In 2010, Moore founded Customer Click, a consultancy and structured framework that combines decision psychology with strategic discipline to help businesses align their marketing and sales functions. Put simply, it enables intricately connected marketers and salespeople to understand what they need to successfully “click” with customers.

Moore’s content-rich website includes a regularly updated blog offering helpful two-to-three-minute reads for entrepreneurs and small businesses.

Around the same time, she authored a book titled muddled, meager & messy: Marketing masterclass for entrepreneurs & small business. Available through Amazon, the book’s unusual title reflects Moore’s view “that marketing does not fail because business owners are bad at it. It fails because it is muddled by confusion and noise; meager because small businesses often have limited budgets and attempt limited efforts; and messy because of owners’ frequent knee-jerk responses to everyone trying to sell them something.”

In May 2026, a special 15th-anniversary edition of the book was released. Moore updated the original 2010 version to reflect societal changes, developments in the digital world and, more recently, advances in Artificial Intelligence, along with their impact on marketing and sales strategies. (Note: Kindle and paperback versions are available online. An audio book is offered on Apple Books).

She also hosts The Human Factor Sales & Marketing Summit, an intensive workshop that helps business leaders cut through daily tactical clutter and focus on how customers evaluate options and make buying decisions.

Summits have taken place across Canada and are especially valuable for entrepreneurs, small business owners, sales and marketing leaders, and anyone responsible for revenue-driving decisions. Participants gain tools to improve effectiveness, reduce wasted spending, clarify strategy, and better understand customer decision-making.

The Summit is now making its way to the Windsor area on September 23 and 24, 2026. Moore will host the event at the Holiday Inn Express & Suites Windsor East — Lakeshore, 14 Amy Croft Drive.

This two-day workshop combines both teaching as well as interactive participation and includes a provided lunch for participants on both days. So, what can you expect to walk away with?

• Discover how customers truly see your business.
• Identify how your own style may be holding your marketing back.
• Understand the biases customers bring to every decision.
• Learn what makes marketing work.
• Recognize customer decision styles through language and behaviour patterns.
• Stop guessing and gain confidence in your marketing decisions.
• Build a plan you can put into action immediately.

“The Human Factor Sales & Marketing Summit changes how you do business,” Moore explains. “It’s two days of intense work distilling your business to what customers care about and how they make decisions. It gets you focused on what matters in everything you do to gain new customers and keep the ones you already have.”

Tickets are limited to maintain a productive working environment. To reserve a seat, please visit online. You can then link to the Eventbrite page. Biz X magazine is proud to sponsor this important event and wishes all attendees two terrific days of learning, networking, and new connections!