Work out what to say before anyone touches a keyboard.

Who it’s for

Practice groups and firm leaders deciding how to present their work to the market. Legal technology and services companies whose products are more sophisticated than their messaging. Internal teams at large organizations whose value could be better understood.

What an engagement looks like

• Clarifying what a firm, practice or company should claim, why, and for which audience.
• Building the message architecture: the themes, voice and proof points everything else rests on.
• Turning that into the assets that carry it: websites, positioning statements, launch and sales materials.
• Testing the message against the people it is meant to persuade, through interviews, surveys and demos.

How I work

I begin by talking to the people who hold the knowledge. Everything comes back to that. Since I have a law degree, I can follow the reasoning in a complex matter without needing a translator. Because I have also operated inside companies ranging from startups to multinationals, I can take part in the strategy conversation and apply what emerges.