When the words we choose support the goals we set.

Call it architecture or nomenclature or even just plain old strategy. Important concepts that are nonetheless hard to define and mean different things in different places to different people. Marketing strategy, sales strategy, portfolio strategy, org strategy…

Really we’re defining goals and meeting them. Through language that has to live and breathe, walk and talk, step up and perform. Across products, portfolios, platforms, and promises. 

Making what we have to work with… work with a plan. 

What’s most important is to ask the right questions, get to know our subject very, very well, and then respect the fact that we’re going to have to communicate with real people, no matter what we do. Or what it is that we do.

That gets hard when businesses do a bunch of things. Or blur the lines. Or build platforms on platforms. Or often use often used words, like connect or solution. 

That gets fun when we’re defining a category. Giving voice to progress. Or finding a way to make the abstract concrete. New words for the newfangled.

We’ve audited every ™ and ® used by competitors to get a handle on things. Challenged sales strategies and transformed whole portfolios. Rolled multiple initiatives into one compelling point.  

Every situation is different. Each one is an opportunity. 

Set an expectation, form an impression, and deliver the goods.