Justin Yaassoub

Drawing on his own experiences navigating complex and intricate environments as a Special Forces Operator, he aims to inspire others to discover and unleash their full potential by exemplifying the attributes of high performance.

Justin was awarded the Bravery Medal for his courage and sacrifice while deployed on a combat operation. He received multiple military Citations, was recognized as a Distinguished Alumni at MacEwan University, and as Edmonton’s Top 40 under 40.

Blessed with dynamic and extraordinary life experiences, Justin rejects mediocrity and complacency, dedicating himself to a high-performance lifestyle that challenges the force of average and habits of conformity. He advocates for empowering frontline leaders as a solution to the demands of today's ever-evolving workplace. Justin excels at bridging the gap between strategic planning and successful execution, inspiring leaders to consider frontline workers' perspectives while motivating those workers to carry out their tasks with a clear understanding of the organization's purpose and deliberate intent.

At the core of Justin's leadership philosophy lies compassion and generosity, which is grounded by his belief that it is our duty to serve. He provides a home for Soaring Eagle Support Society that houses 33 individuals facing housing challenges in rural Alberta. He is an active volunteer with the Veteran community, supporting an eco-system where Veterans can connect, heal, and grow, through peer support and conversation. He is an advocate for on-the-land training, and co-developed a unique and practical leadership program that empowers and inspires Indigenous leaders to lead with confidence and authenticity.

A dutiful father, devoted husband, decorated soldier, and dedicated citizen, Justin consciously and purposefully works to create harmony and balance in his life to bring his best self to his family and community.