I was asked the other day for a capabilities deck for the work that we do. I asked for 30 minutes of the asker’s time to understand what he/she what their focus was for an audience so I could focus the case studies on the business’s need. The response was, “very busy” just send your generic deck.
I was stumped because at a certain point in your career, there are just too many projects, market verticals and tools in the marketing basket to not know what to send. Spray-cap or fire-hose?
Generic these days seems like a guaranteed vertical file entry. So I chose to send work that reflected what we enjoy doing most: telling stories that connect business with an audience using a variety of tools. But is that what she wanted? She had only seen a short video of a presentation that we had done, not the strategy leading up to it, not the style guide that went with it for other editors.
Well, we’ll see what happens when it’s clear strategy comes before execution.
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