About Fade Insight
We design the moment
no one else measures.
A brand experience & integration consultancy for businesses that suspect their personality isn't quite coming through. We examine what you communicate before a customer arrives — then how that promise meets the real experience.
Our positioning, plainly.
Most brand reviews happen after the damage — a one-star review, a churned customer, a quiet "we won't be back." We'd rather look earlier, and kinder.
We study the experience a customer has before they walk in: your website, your social presence, your public reviews, your digital customer journey, your messaging, your consistency. Then we compare it to the experience you actually deliver.
That gap is the work. We help you close it on purpose.
Who we work with
Customer-facing businesses that care about the people on both sides of the counter.
Hospitality, entertainment, retail, beauty, wellness, and other service-driven industries — and not limited to those. We're especially drawn to businesses that value their employees, care about their customers, and are open to honest feedback and meaningful improvements.
What we help with
A brand experience doesn't live in one department. It lives in all of them — or nowhere.
Customer Service & Experience
How customers are welcomed, supported, and remembered — and the service standards that shape a reputation.
Hospitality & Entertainment
Helping experience-driven businesses deliver on their promises through thoughtful service and operational consistency.
Loyalty Programs & Customer Journeys
The complete journey, the friction that quietly costs you, and genuine reasons to return.
Business Operations
Connecting departments, clarifying responsibilities, and building practical processes that help teams work together.
People, Training & Team Experience
Helping teams communicate, grow, and deliver great experiences through practical onboarding, training, service standards, and better hiring practices.
Marketing & Brand Integration
Making sure messaging, marketing, operations, and the actual experience tell the same story.
Meet your consultant
Daylee Gooderham
Daylee Gooderham · Founder"I've spent over a decade wearing far too many hats — and getting curious about the ones I wasn't wearing.
My career has taken me through hospitality, entertainment, marketing, and operations. I've managed teams, budgets, brands, loyalty programs, and major launches. One day I'd be working on a new business strategy, the next I'd be organizing a grand opening or buying a barbecue at Costco. Because someone had to be the one to execute the staff event — I'm glad it was me.
But what I loved most was figuring out how all the moving parts worked together.
It wasn't the years leading that taught me the most. It was the years listening and watching. I learned that the best ideas don't always come from the biggest titles, and that getting everyone on the same page is often half the battle.
That's really what I bring to Fade Insight. A fresh perspective, a lot of experience behind the scenes, and a knack for getting people working together with a clear understanding of what they're trying to accomplish.
I'm not here to tell you how to run your business. I'm here to help you see what's possible, make the complicated stuff a little simpler, and hopefully leave you feeling just as excited about your business as you were when you started it."
— Daylee Gooderham, Founder
How we work
Four principles we keep.
Look longer
The interesting answer is rarely the first one. We sit with a business until its real personality surfaces.
Stay human
Customers and employees are people first. Strategy that forgets that tends to age badly.
Mind the gap
Where the promise and the reality quietly disagree is where the work is. We name it out loud.
Hand back something honest
An action map you can use, not a binder you'll shelve. Plain language, real priorities.