doing what matters
After working with companies from all sizes and in any industry, I discovered that many frustrations in business are caused by a lack of clarity and inconsistency about six key elements that determine the company’s core. I made it my mission to study these elements in depth so I can better help business owners and leadership teams accomplish their goals.
The model provides a visual illustration of the six key elements that must be strengthened to humanise your brand and establish an emotional and meaningful connection with your audience every single time you publish new content.
  • Values. Strong core values can serve as the greatest source of your company’s distinctiveness.
  • Purpose. Uncovering your company’s bigger purpose allows us to connect with your audience on a more meaningful level.
  • Beliefs. Understanding your unique worldview enables us to highlight the frames that match your audiences’ worldview.
  • Vision. Establishing a credible future vision that your (future) employees and customers can relate to helps spark emotion.
  • Differentiators. By clarifying your company’s most important differentiators, you can move from being a company your customers could do business with to a company they aspire to do business with.
  • Buyer relevance. Compelling content is about the receiver, not the sender. By deep-diving in your ideal buyer’s worldview, we make them feel like we are directly talking to them.
The stronger you are in these six components, the more meaningful the connection with your audience and the more clients and future employees you attract. 
Lifetime value

Customers with an emotional connection to a brand have a customer lifetime value that is 4 times higher than the average customer (source: Motista). 

War for talent

Millennial workers strongly agree (35%) that the purpose of their organisation makes them feel their job is important (source: Gallup). Having a strong purpose is critical in the war for talent.


Your products, services, tactics and strategies might change. Your purpose and values will not. Aligning your content with your purpose is a more sustainable choice.

Are you seeking to humanise your company? Contact me today to get started.

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