With every new client, we begin the relationship as “objective onlookers”, looking in from the outside, so to speak. From this vantage point, we see things that you may have overlooked, or simply never seen. Malcolm Gladwell, author of the Tipping Point said, "The outside observer always has the tremendous advantage of seeing things in a different way.” Many business owners and executives are too close to functional issues to see their business dispassionately. Chip Heath, a Stanford Business Professor, calls this the “curse of knowledge”. Focused on the day-to-day functions of your company, you no may longer have the ability, or time, to step back and see your business or industry in a new light. We provide that light. We also know you have a business to run.

Our overall approach is “simplify, simplify, simplify”. We look at your current marketing strategy then determine what is working and what is not working. We go to the core of what makes your business unique and what sets you apart from your competition. Our ideas are then brought to the table with suggestions of how we can build on your strengths and maximize your results. We look for the unexpected, the extraordinary and the most direct ways for your customers to recognize their need for your product or service. We define and create a “niche”.

Finally, we create an emotional connection between the “niche” customer and your product or service. Value is created when people have an emotional connection to a product or company: they are prone to act more quickly and buy. The tools we recommend for your company will effectively tell your story and build that emotional connection. They will target your Niche Market, focusing on customers who need, and can afford, what you sell.