We love a good story.

Apid is a Toronto-based company led by two veteran content-makers. Combined, we have more than 35 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—but also program management, event planning, and research. My favourite projects have focused on entrepreneurship, gender equity, and corporate social responsibility, but really, I relish any chance to work with smart people doing interesting things. What a treat! Check out my LinkedIn or this work portfolio for some 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 an experienced ghostwriter, editor and book coach who’s worked with everyone from C-suite executives to high-level athletes, along with design experts, entrepreneurs and 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 designers to help them improve and explain their work. 

Being a ghostwriter is my favorite gig because I can directly help people make great books. I believe that a great book changes people, and I’ve spent the past several years co-creating books that help people realize their professional and personal dreams. This work is deeply fulfilling for me and a heckuva lot of fun.

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.