How we’ll work together.

I sit between clients and whomever they want to reach. From there, I interview your subject matter experts to unpack their insights and why they matter. Then, I write for them in ways that answer the questions on their audiences’ minds.

Your senior people are experts in their markets; surely they should write your content. Or maybe not. Because knowing a lot about a subject makes it easy to forget not everyone else knows as much, especially the jargon.

Your people also have an insider’s view of your firm. Where it’s headed and how it’ll get there. Here, they often need to put out stories internally to support the firm’s strategy and inspire behaviour.

It makes sense, then, that they should write. Yet, however much you coax them, few do if they can’t spare the time. Or, if storytelling isn’t their thing. Or, if… You get the idea.

One way around this is to outsource, though writing based on desk research alone doesn’t add anything new. And it’s easy to see why: without original ideas or a fresh angle, it reads like a rehash of someone else’s.

Missing are the nuggets of knowledge drawn from interviews. Remember, your clients want your experts’ experiences and insights. It’s why they turn to your firm in the first place.