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