Thoughtfully Crafted Content to Guide the Customer Journey

How do we communicate your brand's value proposition and credibility to your customers and stakeholders in a genuine and believable way? Content development and story creation are likely key components. Depending on your brand awareness and lead generation goals, we can develop and communicate your authentic brand (or personal brand) story through a variety of channels including:

Whitepapers, reports and PDF downloads (gated or ungated - with optimized forms)
Speaking engagements, presentations and interviews
Video, webcasts and webinars
Podcasts and audio clips
Photography, social posts, stories and vignettes
Websites, landing pages and email campaigns
High end printed collateral, publications and direct mail

A proven approach to crafting a Powerful brand story

Dozens of accomplished Fortune 500 executives and professionals have trusted me to craft and communicate their personal and corporate brand stories to their peers and industries, among the most critical of audiences.

My approach focuses on two key objectives - to confidently showcase the exceptional individual's achievement, while motivating the audience by providing specific guidance and tactical takeaways they can apply to their own situation. It's a fine balance between humility, homework and inspiration.

Ultimately, the takeaway and resulting experience should be "they accomplished this tremendous goal, here's the roadmap so now I can do it too." The vast majority of the executives I've worked with have been more focused on the audience's experience than their own glory, and it's been a pleasure to conduct the following steps to achieve our mutual goal:

Interview of the key stakeholder and related industry experts
Research into the subject matter, market position and challenges
Survey, analysis and hypothesis development of the audience learning objectives
Development of the story, content spine and applicable examples
Visualization of data and conceptual images to clearly communicate key takeaways
Creation and finalization of slides, rehearsal and delivery

The methodology I employ to pull together content and stories has been influenced by the books I've read, the movies I've loved, my foundational educational experience learning about storyboarding and filmmaking at MECLABS Institute, and whatever learning objective trend I've researched recently. But ultimately, the following are all considerations when I build your brand's unique, inspiring story:

Understand where is our audience coming from
- Why should they care about this story?
Set up the problem in a relevant way
- To pique interest and connect with their own motivation
Preview the optimistic results, without giving away the punch line
Introduce the featured executive in a relatable, human way
Present the spine (and steps of the spine)
Walk through the steps of our spine
- Ideally 3-5 steps, that build on each other and provide a roadmap for success
Share the resolution and results of the efforts
Show your work
- Inspired by Professor Michael Norton of Harvard Business School
Include audience lifts and develop a genuine connection through lightness and laughter
Provide tactical takeaways - and ultimately hope - that they can do it too

Compelling Content to support an Inspiring (& relatable) Story

The following are abbreviated examples of presentations I've developed to support inspiring case studies on behalf of senior executives from Fortune 500 organizations like Dell EMC, Finish Line, SAP, Siemens Healthcare and Travel Leaders Group.

Content Strategy Framework Dell EMC | An Inside Look at Dell EMC's Framework for Scaling its Successful Content Strategies Across a Global Enterprise