We’re talking about the stance you take. The idea you own. The way you frame what you do. So that you can stand out, be understood, attract others, and move people forward.
We help you get clear on who you are, what you stand for, and how to talk about yourself – and then we help you articulate that to the world.
Are you trying to take your business to the next level? Then let’s go. Climb the ladder. This is the way from the inside up.
We work with you to get clear on the questions that define how the world sees your business.
Why do you exist?
Illuminating your higher purpose
What do you do?
Packaging up what you offer in a way that others immediately understand and find compelling
How do you work?
Framing your approach as an expression of your values
Who are you?
Labelling yourself for credibility and accessibility
Where do you play?
Focusing attention on your sweet spot
Based on your strategy, we write to articulate your perspective to the world, in your own voice. The results can take many forms.
Names & Taglines
Websites & Digital Experiences
Crown Realty Partners
Designfarm (coming soon)
Brochures & Collateral
White Papers & Content Marketing
We collaborate with a range of talented designers and technical partners to realize your vision.
We learn from you. We have 1-on-1 conversations with you, your team, your customers and your prospects. We’re trying to think like you. We need to speak your language like it’s our own. By the end of this phase, we’ve had doctors ask us if we’re doctors. We’ve had clients say that no outsider has ever understood their business so well.
We seek deeper truths by bringing your team together and reflecting on what we’ve learned. Inclusively and openly, we engage you to wrestle with key themes, and co-create the ideas that will define your position. We spend time getting the blueprint just right before articulation begins.
Whether we’re working on a tagline, a website, or a white paper, we achieve excellence through iteration. We write. You give feedback. We refine. You give feedback, we refine. We love testing. Feedback, refine, feedback, refine, until your story gleams: Clear. Compact. Crystalline. Targeted. Irresistible.
Josh Greenhut combines the mind of an Ivy League MBA, the ears of an expert listener, and the pen of a professional writer. Since 2004, he has channeled the voice of clients including Manulife Financial, Scotiabank, Assante Wealth Management, NewsCorp, and Oakley. Josh is a former IBM speechwriter, global researcher for big pharma, and brand manager for the best-selling children’s author Lemony Snicket.
In his spare time, Josh hones his ability to distill complexity by writing children’s books. To date, he’s published more than 15, including those in Flat Stanley’s Worldwide Adventures (HarperCollins Children’s Books).
For a professional services firm facing competition from all directions, I facilitated the journey to a new name, a new menu of offerings, and a simple, powerful pitch. One of the largest new client wins in the firm’s history occurred the first time they tried their new story.
In sessions with a company that had “competing” B2B and B2C divisions, I discovered how the divisions’ strengths reinforced each other. This led to a new brand distillation for the entire company, a new menu of offerings, and a new pitch. With a clear understanding of how they helped each other succeed, the two sides became a united front. B2B customer acquisition accelerated in the year after launch.
For a financial services giant that was struggling to interest customers in multiple new products, I facilitated the development of a new brand distillation and a new offering menu. We hatched a quick, intuitive method of communicating the full breadth of the company’s services, in a way that leveraged the strengths they’d always been known for. For the first time, employees shared a common explanation — and customers grasped the possibilities. Sales of non-core products and services took off.
For an industry-leading manufacturer launching a new product line for an untapped market, I facilitated the process of brand distillation and pitch. The process heavily integrated insights from both front-line sales people and real prospects. The resulting strategy created a new category and a proprietary distribution channel, and the brand exceeded aggressive sales targets in the year after launch.
For a family business that had grown into a billion dollar company with thousands of employees, I helped with brand distillation and offering menu for a portfolio of brands. As they grew through acquisition, we crafted a hardcover oral history of the company, organized around key principles of the late founder – the principles that shaped their culture. The book was given to every employee, and especially new ones.
CLICK ONE TO ILLUMINATE
“Brand strategy” is a flawed phrase. No one understands it; everyone means something different by it. But management researcher Jim Collins defined the core of great brand strategy, based on years of research into how good companies become great ones. His findings encapsulate what every inside-up branding process should strive for. In his seminal 2001 […]
Everyone knows that Steve Jobs “didn’t believe in market research.” At the same time, we also know that an Apple product goes through countless iterations before and even after launch. What’s the difference between testing and continuous prototyping? On the one hand: Nothing. Prototyping is a form of testing. And on the other hand? Well, […]
How do you simplify a complicated business? How do you describe it in a way that people immediately get? This is the central question faced by nearly everyone struggling with an elevator pitch, Career Day at their kids’ school, or questions from strangers at cocktail parties. One deceptively simple answer is: Metaphor. I routinely work […]
Live music makes my soul shake. In the last few weeks, I’ve danced my can off at shows by Dan Mangan (pictured), Ron Hawkins & The Do Good Assassins, and David Bazan (formerly known as Pedro the Lion). If you’ve never heard of any of these guys, that’s my point. We’re used to thinking about […]
VISIT THE ARCHIVE
Based in Toronto, we work with organizations in the US and Canada.
Sign up to receive future dispatches from the inside up.