We love a good story.

Apid is a Toronto-based company led by two veteran content-makers. Combined, we have more than 30 years of experience working for national media organizations, large tech companies and our own start-ups.

Here’s a bit more about what we each bring:

Deborah Aarts // Co-founder

I jumped in to entrepreneurship after more than 17 years working at some of Canada’s leading print and digital publications, including The Globe and Mail, Canadian Business, PROFIT, Maclean’s and Chatelaine. My somewhat unconventional career trajectory has given me lots of experience with all the tools of an over-extended 21st-century journalist’s trade—including writing, editing and packaging content, and wasting time on Twitter—but also program management, event planning and research. My favourite projects have focused entrepreneurship, gender equity and corporate social responsibility. Check out my LinkedIn or this work portfolio for the greatest hits.

I’m an extrovert, an enthusiast, a planner and—I’ll be honest—the kind of weirdo whose favourite activities involve bringing order to chaos. (I once spent a very enjoyable birthday sorting a wading pool of Lego by colour.)

If I were a once-in-a-generation tennis talent, I’d be Rafa Nadal: Hardworking, intuitive, congenial and a wee bit obsessive.

Gene Shannon // Co-founder

I’m a level-headed and experienced collaborator who’s worked with everyone from C-suite executives to high-level athletes, along with design experts and regular people with remarkable stories.

I started my career by following my passions: creating several magazine start-ups and then working as an editor for Frommer’s Travel Guides. From there, I spent nearly a decade leading and growing content teams at Google and Shopify, working with UX teams to build a strong voice, simple prose and clear structure in apps and software products. Throughout, I’ve been nurturing a passion for ghostwriting, crafting everything from memoirs and business books to executive communications and case studies.

My mission these days is to create exceptional books. Helping people tell their stories is deeply fulfilling for me. If we work together, my goal is to help you create a book that you’re proud of.

If I were a once-in-a-generation tennis talent, I’d be Roger Federer: Relaxed yet precise, with a deft touch and an easy style that connects with people.