A Life Built on Leadership, Integrity, and Freedom
I’m Normand Plouffe — a purpose-driven entrepreneur from Montreal, Canada. For over 15 years, I’ve combined hard work, family values, and leadership to create a life centered on freedom and purpose. My journey began far from the digital world, but it taught me lessons that now define how I lead, teach, and inspire others.
From the Workshop to the Digital World
Before building a business online, I worked with my hands — as a butcher. It wasn’t glamorous, but it was honest. Every cut demanded precision, patience, and pride in craftsmanship. That discipline shaped my work ethic and my respect for doing things right, even when no one is watching.
Later, I discovered marketing — a completely different world that challenged my creativity and communication. It opened my eyes to human psychology, leadership, and influence. I realized that both worlds — the practical and the digital — are connected by one truth: success is built on consistency, integrity, and genuine connection.
Building a Business with Integrity
Today, I focus on helping people create growth through ethical leadership and trust-based marketing. I believe that leadership isn’t about control — it’s about example. It’s about showing up, serving others, and staying true to your word.
Through To Be Free, my mission is to empower individuals who want to build something real — not through hype or manipulation, but through focus, discipline, and integrity. I write content, build systems, and mentor partners who share the same belief: that freedom comes when we lead with values, not ego.
“Success comes from helping others succeed.”
My Leadership Philosophy
Leadership starts within. It’s not about titles — it’s about the small daily decisions that shape who we become. Every message I share, every project I build, and every person I mentor reflects the belief that leadership is a choice — one that requires humility, courage, and faith.
In business, I choose to build relationships based on trust, consistency, and generosity. When people feel seen and supported, they grow — and when they grow, we all rise together. That’s the kind of leadership the world needs more of today.
Why Freedom Matters
Like many, my drive for success comes from my family and my future. The world is uncertain, but freedom gives us stability. It’s not just financial freedom — it’s the freedom to choose, to create, and to live by our values. For me, freedom is the foundation of health, happiness, and legacy.
I’m a proud father of three, and they remind me every day why honesty, perseverance, and service matter. Every choice I make in business reflects those principles — because I believe success without integrity isn’t success at all.
Beyond Business
Outside of my work, I recharge by riding my electric bike around Montreal or exploring nature. It clears my mind and reconnects me with what truly matters — simplicity, presence, and gratitude. That sense of freedom fuels my creativity and keeps me grounded as I build, write, and mentor others.
Whether it’s a new project, a piece of content, or a simple conversation with a partner, I believe every small act can create impact. Purpose grows when we live intentionally — and freedom grows when we share it.
— Normand Plouffe
Freedom starts with a decision.
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