Once our customers engulf themselves in explaining the essence of what they do as simply as possible, there are often strategic ramifications.

For instance, the peppiest, pithiest website copy in the world will get you nowhere if your products keep failing and the helpdesk can’t help.

Customers will be bemused if they know about new products before your sales guys, or they know more about your products than the support engineer.

Lining up the songs you sing to your employees with the stories you tell your customers is never easy. It can feel like conducting an orchestra. Get it right and nobody notices. Get it wrong and it is howlingly obvious. But for you, the brass section’s in one room, the wood wind are in another and the strings are in a different time-zone.

Help is at Hand