
In the writing
of its new website, my client wanted what many innovators
want: a clear way to explain the value of a complex new business model.
I introduced
a simple metaphor -- the pension millstone around the necks of corporate
directors and officers. HFG removes that burden -- the responsibility
and personal liability of directing and accounting for the investment
decisions of pension fund sponsors.
The issues
sponsors face needed to be explained, but in a way that did not slow the
reader from getting to my client's core value proposition. The voice
needed to be clear and compelling, but also technically correct and within
the accepted norms of industry conventions.
Do these communications problems
sound familiar? See how I solved them.
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