Ten Things I Know for Sure

Strategic communications activities should help you reach a vision, not just reflect where you are today

All organizations and all people can benefit from a brand strategy exercise

Messaging should focus on an organization’s attributes, differentiation, positioning and benefits

To be truly effective, messaging must always be clear, consistent and comprehensive

People’s perceptions are real and they matter

Members of most executive teams are not on the same page about what their organization stands for — and don’t even describe the company the same way

Most companies talk only about “what” they do; they don’t realize “how” they do it is what really counts

The Nebraska Cornhuskers always lose if I hang the team flag up on game day

Celebrate your successes; if you don’t no one else will

Thank your clients and then thank them again

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