Hi Reader, One of the questions I hear most often is, "What actually happens in a Voice Clarity Intensive?" The easiest way to answer that is to tell you what happened with one of my clients. He came to me because his employee benefits firm had a name that sounded more like a marketing agency. He assumed the company name was getting in the way. It wasn't. He wasn't about to change the company name. What he needed was language that made it immediately obvious what he did. People hire...

Hi Reader, One of my favorite moments in client work is when we realize we've been trying to solve the wrong problem. That happened recently with a client who owns a college admissions consulting business. She came to me because she wanted to create a thought leadership brand alongside her business—something that would speak more directly to parents and support them through the college application process. It seemed straightforward enough. The longer we talked, the more I realized we weren't...

Hi Reader, One of my favorite expressions is this: You can't read the label when you live inside the bottle. It's why writing your own website is so difficult. It's also why AI can only take you so far. Neither one can solve the biggest challenge: proximity. When you've spent years building a business, it's hard to tell the difference between what everybody knows and what only you know. The assumptions become invisible. The language feels obvious. The stories you've told a hundred times no...