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Messaging & Communications

Mar 24 2026
Are Your Service Names Losing You Deals Before You Quote

Are Your Service Names Losing You Deals Before You Quote?

By Messaging & Communications, Business Strategy & Positioning, Pricing & Revenue Growth, Thought Leadership & Authority Building
Are Your Service Names Losing You Deals Before You Quote? The name of your service is the first pricing signal the buyer receives. Before the proposal lands. Before credentials are reviewed. Before a single conversation has happened. The moment a senior decision-maker sees "Environmental Testing Services" or "Customs Clearance" or…
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Mar 21 2026
Why the Origin Story Is Your Most Underused Commercial Asset

Why the Origin Story Is Your Most Underused Commercial Asset

By Business Strategy & Positioning, Branding & Identity, Marketing Strategy & Growth, Messaging & Communications
Why the Origin Story Is Your Most Underused Commercial Asset Buyers in serious procurement aren't evaluating your capabilities. They already know you're capable — that's why you're on the shortlist. What they're actually trying to answer is a harder question: how will this firm behave when something goes wrong? Credentials…
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Mar 20 2026
What Your Employees Are Broadcasting About Your Brand Right Now

What Your Employees Are Broadcasting About Your Brand Right Now

By Messaging & Communications, Branding & Identity, Business Strategy & Positioning
What Your Employees Are Broadcasting About Your Brand Right Now The brand conversation happening about your company right now is not the one on your website. It's happening at industry dinners, in LinkedIn comments, in offhand remarks between professionals who know each other, in the way a former employee describes…
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May 19 2025
Is Your Brand Voice Too Perfect to Be Believable

Is Your Brand Voice Too Perfect to Be Believable?

By Business Strategy & Positioning, Messaging & Communications, Thought Leadership & Authority Building
Is Your Brand Voice Too Perfect to Be Believable? In 2009, Domino’s Pizza ran advertising that most companies would have rejected in horror. Their CEO looked directly into the camera and said their pizza wasn’t good enough. Customers were shown in focus groups on screen describing the crust as cardboard,…
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