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storytelling

Apr 26 2026

Why Technical Companies Struggle to Tell Human Stories and What That Costs Them Commercially

By Messaging & Communications, Brand Management, Business Strategy & Positioning, Marketing Strategy & Growth
Why Technical Companies Struggle to Tell Human Stories and What That Costs Them Commercially The most rigorous technical firms in any market often have the most powerful human stories buried inside them. Buyers who would respond to those stories never hear them. This is not a failure of the people…
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Apr 10 2026
Is Your Best Thinking Is Building Someone Else's Authority

Is Your Best Thinking Is Building Someone Else’s Authority?

By Messaging & Communications, Branding & Identity, Business Strategy & Positioning, Marketing Strategy & Growth
Is Your Best Thinking Is Building Someone Else's Authority? There are ideas in your head right now that your best clients would find commercially useful. They're sitting in a voice note from a client debrief two months ago. In an email thread where you said something precise about a problem…
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Mar 17 2026
The Expensive Gap Between What Brands Deliver and What They Communicate

The Dangerous Gap Between What Brands Deliver and What They Communicate

By Branding & Identity, Business Strategy & Positioning, Thought Leadership & Authority Building
The Dangerous Gap Between What Brands Deliver and What They Communicate HP Field Notes | Highly Persuasive The most expensive problem in branding today isn't a bad logo or an outdated website. It's the gap between what a company actually delivers and what the brand communicates to the wider market.…
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Jul 04 2025
B2B Storytelling - Marketing Agency for B2B Brands

People Buy Stories, Not Solutions. Make Sure You’re Telling the Right One

By Marketing Strategy & Growth, Influence & Consumer Psychology, Lead Generation & Demand Creation, Thought Leadership & Authority Building
People Buy Stories, Not Solutions. Make Sure You're Telling the Right One You know this already: your product isn’t what they’re buying. But what most people get wrong is why they buy at all. It’s not logic. It’s not features. It’s not even urgency. It’s story. But not yours. It’s…
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Jun 26 2025
The Compliance Trap: The Paradox of Playing It Safe

Why Playing It Safe Is the Riskiest Move in High-Stakes Sales

By Branding & Identity, Business Strategy & Positioning, Influence & Consumer Psychology, Lead Generation & Demand Creation, Marketing Strategy & Growth, Thought Leadership & Authority Building
I. The Compliance Trap: The Paradox of Playing It Safe In high-trust industries like HealthTech, FinTech, LegalTech, even enterprise AI—most brands assume that playing it safe is the surest path to trust. They lead with compliance, drown in disclaimers, and write like their buyers are all regulatory inspectors. The instinct…
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May 09 2025
the real battle in manufacturing is psychological - not mechanical

The Real Battle in Manufacturing Is Not Mechanical

By Business Strategy & Positioning, Conversion Optimization & Sales Psychology, Marketing Strategy & Growth
The Real Battle in Manufacturing Is Not Mechanical HP DemandSignals™ | Highly Persuasive The operations director has your technical specifications in front of him. He's reviewed your tolerances, your lead times, your quality certifications, your track record on comparable programmes. He agrees your capabilities are strong. He's said as much.…
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Apr 26 2025
every great brand has a villian - here's why you need one too

Why the Most Commercially Powerful Brands Are Defined by What They’re Against

By Business Strategy & Positioning, Marketing Strategy & Growth, Thought Leadership & Authority Building
Why the Most Commercially Powerful Brands Are Defined by What They're Against HP DemandSignals™ | Highly Persuasive In a 2012 Harvard Business Review analysis of what separates enduringly successful brands from transient ones, researchers identified a consistent structural pattern: the brands that maintained both premium pricing and customer loyalty across…
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