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Catch up on past editions

Value Benefit Features: The Best way to attract your customers

Wooing a customer is like a strange dance. You talk about their problems. You highlight your solution. You pull back just enough to tease them — then, when they're leaning in, you deliver. The mistake most brands make is playing the wrong move at the wrong moment in that dance.

Jan 247 min read

Misalignment -The Elephant in the Room: Why Your Departments Are Telling Six Different Stories About the Same Company

The Test of Real Alignment Ask someone from marketing, someone from sales, someone from product, and someone from customer success to answer this question, separately, in writing: "What do we do, for whom, and why does it matter to them?" Do not show them each other's answers until all four have responded.

Nov 12, 20255 min read

Every buying decision begins with a Trigger moment

Most B2B Messages Start After the Buying Decision Has Already Begun: How to find your trigger.

Most B2B messaging starts too late. We start with “Here’s what we do.” and talk about features, workflows, dashboards, ROI. We show the solution, the tool, the product in action. Our buyers story doesn’t start with your solution. It starts at “Here’s what went wrong.”

Oct 19, 20255 min read

Stop training people to ignore your message: The Invisible Gorilla in your communication

Every day, organisations produce content in which brilliant ideas, critical updates, and genuinely important information get completely missed simply because the communication environment makes it invisible. Your job as a communicator isn’t just to have a gorilla—it’s to make sure people can’t miss it.

Aug 27, 20257 min read

Your Biggest Competitor Isn't Brand X. It's the Decision to Do Nothing.

Think Brand X is your biggest competitor? The real challenge is cutting through the noise your audience scrolls past

Apr 2, 20258 min read

Is Too Much Jargon Killing Your Corporate Messaging?

Most companies treat jargon as a mark of professionalism. It isn't. It has real, measurable costs — to your credibility, to your conversions, and to the people you most need to reach.

Mar 13, 20257 min read