Each client is in business to make a profit. That profit is part of a balance between increasing revenue and decreasing costs. We spend some time during the first couple of sessions asking questions to learn how our client makes money (business drivers), and ways they control costs (operational drivers). For example, a common business driver is "increasing the number of qualified leads", and a common operational driver is "reducing the costs associated with an order."

To see how we put this practice into action, please visit our client, MedTech Mammography. You will notice two immediate opportunities to interact through the website, "Monthly Self-Exam Reminder" and "Be a Friend". Both of these are intended as helpful and caring, but the business purpose is to measurably increase the number of qualified leads.

Rather than speak in generic terms to all (with broad applicability and relevance for a few, if any) or to a single audience with a targeted message, we have refined our techniques to quickly determine the profile of a visitor and begin speaking in their terms. We continue to adjust our communication and approach as each audience member advances in their knowledge and understanding of our client. This mimics, to the extent possible, the natural behavior of a person engaging in a face-to-face discussion with another.

For a Web-based example, please visit our client, Redcat Motors. When a visitor identifies themselves as "Utility", "Hunting", "Discovery" or "Family Recreation", the site responds with relevant content and product suggestions. Upon return, the site recognizes the visitor and presents information consistent with their profile.

This technique enables visitors to communicate their profile with a single click and without sharing any personal information. Our client gets the benefit of being able to speak more relevantly from that point forward.

Traditionally, if we said what we wanted others to think about our brand with enough frequency, it happened (i.e. Volvo = Safety, Sprint = Clarity). However, we have always known that what we do, and how we do it creates more powerful messages. We call these implicit messages. Every company creates them through their employees, physical structure, marketing collateral, website, etc. However, they may not be aware of it.

We work to identify your core messages, both explicit and implicit, across the breadth of your potential audiences. Whatever your core messages are, your actions should be expressing them implicitly. For a Web-based example, please visit our client, AVAI. Once you arrive in the virtual office, explore the hotspots. This technique not only makes it easy for others to absorb their value, it also says technology and innovation implicitly.