Outside-inInside-out
Congratulations, nobody can read your best work
The strongest evidence most companies hold is gated, which means it only reaches people who were already convinced. The buyers deciding never see it.
Notes
Things we keep running into, written down. Most of it comes out of diagnostics — the same problems turn up often enough that they’re worth setting out once, properly, rather than explaining again on every call.
Inside-out
The awkward question is where the strategy happens
Teams pick an objective, an audience and a channel, then build. Nobody asks why, and the answer to why is the whole strategy.
Outside-inInside-out
The Piston and the Plume: two perspectives, improved ROI
ROI is one ratio, not two rival departments. Brand lifts the return, delivery lowers the cost, and we work both ends at once.
Outside-inInside-out
Your best writer might just be in the bid team
Bid responses are specific, evidenced and written under scrutiny. They also never leave the bid folder, while marketing publishes claims every competitor could make.
Outside-in
Everyone's differentiator is below the fold
Across five spec reviews, every company led with the same commoditised claim and buried the thing only they could say. Here's what that costs.