Brand & Positioning

Sharing what you think can feel like adding a whisper to a roar, and the hesitation usually arrives in a specific form: somebody has already said this, and they said it to a larger audience than mine. The observation is almost always correct. Very few ideas in business are new, the good ones have been […]

Ask four people who work at your company what difference the business makes to its clients, give them three sentences each, and do not let them confer beforehand. Most leaders expect four versions of one answer. What they get, more often than not, is four answers. Nobody is wrong, and that is the difficulty. Each […]

Ask a leadership team to name their competitors and you will get three or four firms, usually the same ones every year, usually the ones they lose deals to. The list is accurate and it is not the thing you are actually competing with. The trick in the question Those firms compete with you for […]

A brand story is the narrative around your brand identity that inspires an emotional reaction in your audiences. It isn’t only about words on a page; it’s about ensuring that everything about your brand – every interaction your audience has with it – inspires the desired emotional response in a consistent way. Your brand story […]

Take a moment and think about a time when something you said made a real difference for someone. Maybe it was a choice piece of advice delivered at the right time. Maybe it was a needed pep talk. Or maybe it was some tough love that broke down a wall and created a breakthrough.  Why […]