Consulting
Differentiation for Corporations, Brands, and Thought Leaders
Most businesses and thought leaders are great at what they do, but when they try to explain it? They sound like everyone else.
Which means their message blends in or, worst of all, bores people into walking away mid-sentence.
I learned this the hard way.
Years ago, at a major NYC trade show, a guy asked what my company did. I barely got five words out before he walked away. No nod. No “Not interested.” Just gone, like I wasn’t even there.
That moment changed everything. If I couldn’t explain value fast, and in a way that intrigued, I’d lose people.
So I got obsessed. I began studying why some ideas instantly captivate while others fall flat. I worked with clients to test, refine, and perfect differentiation strategies that don’t just make people listen: they make people remember, care, and act.
And now?
Companies and thought leaders hire me when they can’t explain their product, service, or expertise in a way that grabs people by the collar. I help them uncover their Big Sexy Idea® — that one undeniable differentiator that makes them the only choice, not just another option.
How I Do It:
Finding the Hidden Gold: You’re too close to your own brilliance. I pull out what makes you extraordinary (even if you can’t see it).
The Opposite Test: If your message sounds like your competition’s, you don’t have a message. I make sure you stand out.
Turning Complexity into Clarity: Big ideas die when they’re too complicated. I cut the fluff so they hit fast, hard, and memorably.
Real Results
Story #1: Selling the “Too New” Innovation
A billion-dollar manufacturer developed breakthrough tech that could change entire industries, but it was too new. Buyers saw it as risky.
I reframed the messaging. Instead of “disruptive,” the tech became exciting yet safe, a must-have rather than a gamble. I used storytelling to make it tangible, familiar, undeniable. The result? They sold out of multiple field trials; then sold out entirely for two years.
Story #2: Turning Culture Into a Movement
A multi-billion-dollar company launched an internal culture shift, but employees saw it as forced, even punitive. Adoption was dead on arrival.
I uncovered the real stories inside the company, repositioning the initiative as something people wanted to be part of: something inspiring, not imposed. Engagement skyrocketed. Their internal surveys proved it.
If you struggle to explain what you do in a way that commands attention, we should talk. In business, obscurity is the enemy. And differentiation? That’s how you win.
