Around 2007 I launched a consulting service called Clarityworx™ in response to what I viewed as one of the biggest contributing factors to marketing ineffectiveness—the preoccupation with design and execution at the expense of clear, value-driven messaging.

Over several years I developed a systematic approach to creating “message architectures” designed to provide the foundation for a company’s marketing and creative strategy. I provided this service to a wide range of businesses and organizations from small startups to mid-sized regional businesses and several Fortune 500 companies.

Clarify Message / Share Story / Nail Objectives

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What Is A “Message Architecture?”

Back in 2009 I did this “Crunch Lunch” presentation about the importance of developing a message architecture before marketing a startup. Crunch Lunches were fast-paced, lunchtime business events where 10 presenters spent five minutes each in a rapid-fire presentation of concentrated business advice, tips, and ideas for new entrepreneurs. Each presenter had exactly five minutes using 20 slides that auto advanced every 15 seconds—a format that insured a high concentration of business advice in one hour over lunch. Presenters were required to be highly informative, educational, and relevant. Presenters were not allowed to pitch until the final 15-second slide.