Craig owns and operates Impact Group, an Alberta based business-coaching firm that specializes in helping improve businesses and organizations through planning, human resources, leadership development, and marketing.

Craig was raised on a Red River Valley grain and livestock farm in Manitoba. He graduated from the Faculty of Agriculture in 1978 (BSc Ag Economics) and along with wife Cheryl, returned to the family farm. In 1988, after facing the third drought in 10 years of farming, Craig and Cheryl left the farm and moved to Red Deer, Alberta where Craig accepted a job with Elanco, selling crop protection products. 

In 1990, Craig accepted a position of Marketing Manager, Eastern Crop Products with the newly merged DowElanco and relocated his family to Newmarket, Ontario. In that position, he had to quickly learn the Eastern ag industry to do the job of managing the sale and usage of products into the corn, beans, vegetable, and potato markets.  

In 1993, Craig joined Adfarm, a marketing and communications agency in Calgary, Alberta. Between 1993 and 2002, Craig learned the discipline of marketing to a far greater degree and developed skills in public relations, strategic planning, communication planning, training and skill development, and market research. Through AdFarm he worked as PR director and then Account Director with DowAgroSciences, Bayer, Agricore, Caterpillar, UAP, Bank of Montreal, Canadian Food Grains Bank, and Flexi-Coil. Craig became Chairman of the Board of AdFarm in 2000 and held that position until he sold his shares in the company in 2002. 

In 2002, Craig started Impact Group, with the focus of giving his clients the tools they need to become more effective, all based on in-depth knowledge and needs assessment of their customers, clients, staff, and stakeholders.