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A small core team with lots of experience. 

Now or Never was founded in 2020 by Iain Montgomery, formerly of Market Gravity and then acquired by Deloitte. Iain created Now or Never as a challenger consultancy unafraid of working in new ways to agitate the stodgy corporate environments that need change now more than ever. 


Led with passion and supported by a network of inspiring, encouraging conspirators from across the Canadian and UK innovation scene, Now or Never is a genuine alternative to the typical set of consultants you might be used to. 


Iain Montgomery

Iain has spent the past decade helping established organizations identify, design and launch the breakthrough new propositions critical for their long term futures. Iain previously established Market Gravity in North America, and has helped big companies across Canada, the US, UK and a few other places along the way better understand their customers and create bold new ideas to get into market.


He’s helped lotteries across Canada become more relevant to millennials, designed multiple digital financial services platforms, launched an instant coffee brand, had a hand in Air Canada’s new loyalty program, built cultures of innovation in energy companies and created future visions in industries as diverse as public transit, healthcare and retail. 


Iain’s not afraid to speak his mind and try something different in pursuit of the audacious idea. With that experience of what has, hasn't and might still work, Iain founded Now or Never to do things differently. 

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Ramy Nassar

Ramy is the author of the upcoming AI Product Design Handbook. As the former Managing Director of Design & Strategy for Architech and Head of Innovation for Mattel, he has led diverse teams in the creation of disruptive new digital products, services & platforms. Ramy has straddled technical, design, and business-oriented roles, for clients including Cadillac Fairview, Apple, Air Canada, Facebook, New Balance, Rogers and CIBC. 


Ramy teaches Design Thinking at McMaster University and in the Master's of Engineering, Innovation & Entrepreneurship program at Ryerson University. Ramy is a regular speaker at international events including World Usability Congress, IxDA, FITC, AI Everything, Machine Learning Exchange, AI Business Summit and World Mobile Congress.


Aileen Nandy

Aileen is a seasoned marketing communications leader who focuses on customer insight, messaging and copywriting. Aileen has worked with enterprise organizations such as Mattel and Wind Communications on a wide range of innovation and strategy projects, including new product introduction initiatives. Clients will typically find Aileen leading many customer research conversations, proposition testing initiatives and finding ways to clearly communicate new concepts in ways customers will love.


Vanessa Alvarado

Vanessa is our not so secret weapon helping to design high fidelity visual concepts, prototypes, opportunity maps and more. Vanessa is a graphic designer who specializes in concept visualizations and prototyping. Prior to her work with Now or Never, Vanessa was UX/UI designer with an EV charging business. She has a background in human-centered design thinking and strive to help businesses achieve their goals while keeping user needs at the center of all things.

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