Why I do what I do. 

I’ve seen how words can shape what people think, feel or do. Which is why I help clients say what they mean when they need to share internal stories or stand out from their rivals – and measure the results.

Lots of big businesses, maybe yours, claim they’re different or one of the so-called leading _________ (blank for you to fill) in their sector. Yet few spell out what this thing that makes them special is, let alone the edge it gives their clients.

For services, it’s often a hard one to pin down. Even when you do, it’s hard to describe in a way that’s concise and credible. This leads some firms to imitate their nearest neighbour, which imitates its nearest… and so on. That’s why so many sound alike, not to say dull.

It takes a bold firm to want to break this cycle. Then, you need someone who enjoys the effort it takes to get the most out of words – the writing and rewriting, again and again.

Not everyone’s idea of fun, but it is mine.

I write widely, and by choice I’m far from a subject matter expert. Better still, I think like an outsider – a client, prospect or employee – who’s keen to know what’s different and special about your firm.

Curious about the finer points of why you’re better than your rivals, I delve beyond the nonsense they go on about, to answer the ‘So what?’ question.