Does your communications strategy have one rail or two?

Have you ever considered why railroad tracks have two rails? Probably not because the answer is obvious. Unfortunately too many organizations only lay one rail of a communications strategy yet expect it to offer a smooth ride and a destination arrival ahead of the competition.


I was talking with a prospective client and exploring what it is his company needs as it repositions itself following a couple of years of rapid growth. We talked messaging, and vision statements, and speaking points, and visual branding, and elevator pitches, and content marketing strategies; you know, the bling people see and hear. But then I asked him about the other rail. Continue Reading