What a Fractional CMO Actually Does in the First 90 Days
What happens in the first 90 days with a fractional CMO? A practical breakdown of the work, outcomes, and how to know it’s working.
Why Your B2B Messaging Fails Four Out of Four Buyers
Why Your B2B Messaging Fails Four Out of Four Buyers March 23, 2026 Analysis 0 comment Most B2B tech companies write one message and hope it lands. Most B2B tech companies write one version of their story. One homepage headline. One pitch deck opening. One email sequence. They optimize it, A/B test the CTA button […]
The Power of Words in Brand Storytelling
Spark Joy. Be Less Busy. Belong Anywhere. Do any of these phrases resonate with you? Invoke a feeling or inspire action? Do any specific brands to mind? Language is powerful in brand storytelling. The most successful brands don’t use words as a way to package their end product. Instead, they use their consumer’s transformation story […]
How to Thrive at Trade Shows: Work with, Not Against the Many Personalities
When you engage with hundreds of individuals at a tradeshow booth in a day it can be challenging to navigate. Every individual has a different personality and buying behaviour. This will influence their thought process, actions, and decisions. If you’re able to recognize their needs, behaviour and expectations and then alter your communication in 30 […]
Skip Ad: The Future of Brand Creativity
You can skip this ad in 5, 4, 3, 2, 1… Skip Ad. The first chance we get to hit that “skip” button we do. Advertising has always been something we don’t want but rather something that gets in the way of what we want. But, while nine out of ten people who can skip […]
Why Use More Words When Less Words Do Trick?
Keep Customers by Keeping it Simple. A few years back I attended a start-up funding competition as an exhibitor with my company thestoryarchitect.com/. A young, passionate founder of a tech startup caught sight of my booth, walked over, asked what I did and then exasperatingly went into great detail about his ongoing struggle for attention […]
CAN’T BRAND THE SOLUTION? YOU MAY HAVE BRAND PROBLEMITIS.
I had a meeting with a client who was having quite a difficult time pulling together a simple way of saying all of the things she does. This is a person who consults with other businesses and works with them on a wide range of people issues and there isn’t one specific problem that she […]
DRAGON’S DEN ISN’T REAL DRAGON’S DEN ISN’T REAL & OTHER LESSONS FROM NERD BLOCK FOUNDER RUSS MONTAGUE
The term minimalism is also used to describe a trend in design and architecture where in the subject is reduced to its necessary elements. Minimalist design has been highly influenced by Japanese traditional design and architecture. In addition, the work of De Stijl artists is a major source of reference for this kind of work.
WHY WE MISS MAJOR MARKET SHIFTS
There’s a taxi company in my town that I refer to as Rabid Taxi. They earned that name after one really bad experience with one of their drivers. I had a work trip to present our virtualization strategy to customers in Ottawa and I was taking the train. I called for a cab, and when […]
WHO’S REALLY THE BUYER ANYWAY? DETERMINING BUYERS, VS INFLUENCERS, VS DECISION MAKERS.
The number one rule in marketing is to be where your buyers are. But you have to know who they are first. I have had a number of clients that I’ve worked with that were not able to at first identify who they were really selling to. WHO IS THE BUYER YOU ARE SELLING TO? […]