Hypothesis: The narratives that will move your audience to action are right there — in the hearts and minds of your line leads and SMEs. My role is to surface them.

As a “professional services creative,” my client sweet spot has been large, blue-chip companies that operate in highly-regulated industries. I discover white-space creative opportunities that challenge assumptions, but still keep B2B/B2G campaigns within the rules. The common attributes in my work product:

B2C snap and emotion as a top-of-funnel differentiators.“
“Outside-in” thematic narratives, distilled from complex subject matter.
Recognizably human voice as an affinity and engagement lever.

“Beyond table stakes” begins from the premise that the real story is there to be found, underneath parity technical specifications and must-have capability checklists. And also that only human-to-human conversation can bring them to light.

With deep, AI-supported preparation and “SME whisperer” interview skills, I ask the informed questions that invite SMES and line leads to think and express themselves differently. There, we find the counterintuitive insight, the compelling narrative theme. the human angle that will gain traction with target decisionmakers.