The two faced consultancy
There are two fundamental questions when designing or evaluating a communication or content strategy. These are: ‘does this align with our wider business strategy? (will it make the boat go faster?) and ‘does this align with the aspirations of the people we want to influence?’ Brands come unstuck when the answers to those questions aren’t the same.
The role of a communication or content strategist is to close that gap and find the sweet spot where brand ambition and customer needs elide. To do this, we need to look simultaneously inside and outside like an organisation’s own Janus, the two-faced Roman god.
Read more about our views on aligning strategy with audience in Influence Magazine.