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

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.

Empowering Leadership on Earth, Moon, Mars, and Beyond

The origin story of the Essential Story and Corporate Phrasebook™

Differentiation is not just the thing your business does best; it’s the value you deliver better than anyone else.

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.

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

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).

The right messages, crafted well but directed to the wrong people, won’t open doors.

In branding, neglect is the enemy of progress.

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

New Confidence and Clarity Empower Entrepreneur to Up-Level Her Business

The importance of passionate objectivity in branding.

Five short exercises to get to know your brand more deeply.

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

Automotive Marketing Firm Clarifies Value, Crystallizes Differentiation to Pursue New Business

Inspiration for aspiring or established thought-leaders.

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

How to take a new look at your brand.

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.

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.

Here’s what I think about proposals: they should feel exciting to create.

A New Direction for an Established Mindset Coach

How to help others communicate in the voice of your brand.

Company leaders often explain to me how their competitors are making untrue claims.

Aligned Brand Supports Major National Growth

Essential Story Supports New Brand, Pivot from Engineering Services to Product-Based Offering