On my messaging work
This is a long-form thinking about how over 10 years of experience and 100+ user interviews have influenced my work approach
Quick links:
About my strategy work
About my implementation
Note: The insights and reflections in this piece are primarily drawn from my work with professional service companies. While much of this advice is universal, some perspectives are specific to the unique dynamics of these brands.
Most companies start with a strong impulse.
They are founded by people who want to do things better.
Some care deeply about quality, others want to fix something. There is also a group of those who have authority issues and want to do it their way.
Initially, things move quickly. A simple website goes up, a Linkedin page is created. Early clients come through networks and referrals.
As the company grows bigger, the aspirations get hungrier.
And often over night marketing needs to take the front seat. And panic starts.