The Product World
How to better articulate the advantage of a brand/product. This is more a way of working than a framework. The Product World seeks to map…
Topic Category: Communications Plan
The Benefit Ladder
The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…
How to Write an Insight
How can you write your insight so that others can understand it. Here are ten ways in which you can write an insight. Also, I…
Questions that Fetch Insights
Why you shouldn’t be afraid to ask questions & some questions you can ask. For some reason, in business, questions can appear weak. To not…
How Insights Happen
Hint: “research” isn’t enough of an answer. Knowing how insights happen & how to tell they’ve happened.
Press Release Headlines
Read this short excerpt from “Strategy Is Your Words”: Then do two things: 1. Write 10 captivating press release headlines for the strategy you wrote…
Vision and Mission Statements
How to write a vision & mission statement. Vision and mission statements get you to think about the future and what you’re going to do…