Our PoV

Organizations and brands are navigating through complex terrain, such as AI usage, guided by their Essential Stories

Redefining and Realigning to Empower Global Growth

The anatomy of a high-yield information interview.

Communications thinking can influence design decisions, inform or complement the design of brands, products, services, and systems

Introducing a leadership team to the identity of their organization, often through a brand-new lens.

The right shift in perspective, discovered through the Essential Story Process, can completely transform a business, organization, or brand.

The Essential Story Process creates the alignment necessary to initiate the magical momentum for change.   

An Essential Story can ease the transition of succession

How the Essential Story kickstarts engagement and growth

Empowering Leadership on Earth, Moon, Mars, and Beyond

The origin story of the Essential Story and Corporate Phrasebook™

Where Vision and Mission statements go wrong and what they should be.

How to avoid "virtue signalling" and take a real stand.

How mentoring can mend the new digital divide in marcoms

Law Firm Rebrands for a New Generation

Real-world examples of how organizations leverage their Essential Stories to live their brands.

Established business gains new clarity and confidence for its 10-year anniversary

Seven key message issues that prevent scale

Don't give the short-shrift the story that needs to be told.

This is one client's story of moving beyond phrases and key messages to real business transformation.

Rebranding, Realigning for Rapid National Growth

Communications team structure is a determinant of results.

A brand’s ability to be flexible depends on its consistency.

The answer to “what should be done?” is not always a new brand.

Demystifying the concept of “positioning” for tech and other leading-edge enterprises

You're drinking your own Kool-Aid, but your audience isn't (yet).

Getting from “here” to “there” does not require a dishonest leap of faith.

In branding, neglect is the enemy of progress.

Volvo's Vision 2020 inspired an industry then failed -- just not the way you think.

A brand-centric viewpoint on succession planning + five concrete things to do.

Why journal books are the best customer gifts I’ve ever given (with recommendations)

Where to start when re-branding or re-positioning is in order.

Top tips and best practices for getting the best creative work.

Inspiration for aspiring or established thought-leaders.

The why and how of paring down to essentials to boost brand power.

New Brand Attracts More Clients, Staff Who “Really Fit”

Learn the warning signs and take charge.

The user manual for your brand and how it ticks.

Freedom is disentangling from your business's brand.

Laying the groundwork for successful long-term marketing.

You can't cross the chasm with complicated messages.

Tips for getting great business results from designers, writers, and other creative minds.

Kick “best-kept-secret” syndrome with a powerful brand voice.

Start saying NO to marketing activities that don’t work and do your pre-marketing instead.