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SERVICES

As both a writer and a strategist with 4 decades of business experience, I can add value in a number of ways, as described below. 

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STORY

I can deliver both long form writing  and the shorter format stuff needed for digital channels.  Here is a list of  the kinds of items I can provide:

Thought Leadership: articles, white papers, presentations, speeches. 

Business Communications: PR releases, professional profiles, case studies, business cases, annual and quarterly reports, CSR reports

Content Creation: website copy, branded content, contract publishing

Editorial Services: book and magazine editing, ghost writing

Naming: name generation for products, services, organizations and their brands


STRATEGY

After 40 years in the trenches, I've learned a bit about strategy. Especially brand strategy. My approach favours rigorous research, generally of the ethnographic variety, and is seasoned with a bias for strong, human need-centred design. Here are some typical deliverables:

Research: I am a strong believer in the power of the social sciences, especially ethnography. I enlist the aid of PhD-level ethnographers and behavioural scientists to execute the up-front research on any strategy requiring it.

Contextualization: Creating detailed audits of the current competitive, cultural and operational contexts in which you compete.

Sensemaking: Working with a variety of hard and soft data from the above research output to make sense of your strategic challenge and deliver a truly differentiated brand strategy

Strategic Framework: All the important ingredients: purpose, mission, values, promise, benefits, positioning, value proposition, personality, articulated in an easily understood framework

Brand Story: The core narrative that drives and differentiates the brand, written to guide and inspire. 

Key Messaging: A platform of foundational messages that bring the value proposition to life, together with critical proof points.