by Laura Klebanow | Oct 27, 2026 | Blog
This article was written by Joanne O’Gorman and Laura Klebanow. Business strategy and brand messaging are often developed in separate rooms. Then everyone wonders why the story doesn’t quite work. “We need better messaging.” It sounds like a straightforward...
by Laura Klebanow | Oct 16, 2026 | Blog
I left the recent Boston Product Management Association (BPMA) and Lokalise event thinking about Data from Star Trek. An extraordinarily capable android, curious about people, still working to understand the subtleties of human life. Humor. Social cues. The distance...
by Laura Klebanow | Oct 12, 2026 | Blog
Helping buyers carry product value into the conversations that determine a decision is what your business depends on. Your buyer needs to explain this to someone else. Why are you making it so hard for them? They understand the product. They can see where it fits....
by Laura Klebanow | Sep 30, 2026 | Blog
You don’t need to know exactly what your business will become to give people a reason to believe in it. You do need to decide what you’re building toward, and which parts of that conviction can survive a change of plans. “I don’t want to go public with a message we...
by Joanne O'Gorman | Sep 30, 2026 | Blog
A company decides to enter a new market, acquire a business, launch a product, or change its leadership. The strategy is agreed upon, the timeline is set, and then someone says, “We should probably bring marketing in.” Usually followed by: “We’ll need a press release...
by Joanne O'Gorman | Sep 19, 2025 | Blog
Too often, creativity as a part of the solution is treated like dessert. A bonus. Something you sprinkle on once the real work is done. Not necessary. This is not just an outdated mindset but a risky one. In a deficit economy where differentiation is...
