Meet Michelle Black

We’re excited to introduce you to the always interesting and insightful Michelle Black. We hope you’ll enjoy our conversation with Michelle below.

Michelle, thank you so much for making time for us today. We’re excited to discuss a handful of topics with you, but perhaps the most important one is around decision making. The ability to make decisions is a key requirement for anyone who wants to make a difference and so we’d love to hear about how you developed your decision-making skills.

Developing my decision-making skills has been less about big, life-changing decisions and more about mastering the art of daily micro-decisions. Every day, we face hundreds of small choices, each one pushing Nutratology forward or slightly off course. Early on, I realized that waiting for the perfect answer or fearing mistakes would only paralyze me and hold the business back. The worst thing I could do was not make a decision at all.

As we expand our catalog, the team and I are constantly aware of the endless choices we face—from selecting flavour profiles to finalizing packaging details. I remember one particular moment, feeling the weight of needing to make the ‘right’ call for each decision. I like to remind myself to just make the best decision you can, keep moving forward, and trust that you’ll handle whatever comes next.

I’ve learned that confidence isn’t about getting everything right—it’s about trusting I can adjust as I go. Making quick, confident decisions has been essential, as every choice, right or wrong, moves you forward and drives personal growth!

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

My partner Bryce and I co-founded Nutratology in June 2022, and it’s since grown to become a staple in Canada’s supplement industry. From the beginning, we focused on building a brand that Canadians could trust, with high quality, locally made products that support everyday wellness. Our roots are here, and our commitment to serving Canadians first has been at the heart of everything we do.

Now we’re working on new product lines and exploring opportunities beyond Canada, but our core values—quality, transparency, and community—will always guide us. It’s an exciting time for Nutratology, and we’re looking forward to what’s next!

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, I’d say three things have been key in my journey: compassion, a strong work ethic, and resilience.

First, compassion and empathy have been huge for me. Building Nutratology isn’t just about selling products—it’s about connecting with people and understanding what they need. Whether it’s our customers or our team, I try to lead with empathy and actually listen. My advice? Don’t overlook how powerful it is to genuinely care. When you understand and respect the people around you, it shows, and it makes a real difference.

Then there’s a strong work ethic. Consistency is everything, especially when results don’t show up right away. You can’t rely on motivation alone because that comes and goes. For me, it’s about sticking to the work even when things aren’t glamorous.

Finally, I would say resilience. Let’s be real—there are going to be setbacks. I’ve had my fair share, and resilience has helped me keep going. The way I see it, resilience isn’t pretending challenges don’t exist – it’s facing them and learning from them. I think it’s best to just embrace the tough moments. They’re part of the journey, and they’ll make you stronger.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

The person who’s been most helpful to me on this journey is, without a doubt, my partner, Bryce. From day one, we’ve shared a vision for Nutratology, and his passion and commitment inspire me every single day. There’s something so powerful about having someone by your side who’s just as dedicated to the Team, the Brand, and the purpose behind it all.

We’re driven not just by success, but by a genuine love for what we’re creating and the impact we hope to make. It’s this shared dedication that keeps us both going, no matter how challenging things get. Knowing that we’re in this together, fully aligned in our goals and values, makes every step of the journey incredibly rewarding!

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