Is what you do self-evident? Does your workforce understand the long-term aim? Or the continuing responsibility? Do they know how to handle any contingency in the daily give-and-take of business? Is what you do self-evident to your customers—or do you feel like it is?

To articulate strategy, and create words and visuals that support business, you need to know what your business is in the eyes of your customer. You need to know how to expresses it. You must be willing to dig deep, ask questions of yourself and guide an agency through. Together we pull the strategy out.

A brand that resonates—listens. It listens for the value it could provide its customers, employees, and investors. Intelligent strategies, powerful design and messaging come from listening. It’s not abstract mathematics—it’s being attentive. It's more listening than talking.