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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