The people with the most stake in your success

The process for creating specific messages for specific audiences.

A document that specifies color palette, typeface, grids and writing to ensure consistency

The work you perform to understand the current state, and a baseline of data from which to measure success

Process audiences go through for adopting new concepts or behaviors

Audience specific actions you will take to reach your Goals, including time, behavior and change.

Fuzzy language, misalignment with cultural norms and spokespeople with no credibility

A formal research method for obtaining quantitative data.

Context, Clarity and Capability

What you do to know whether you have been successful.

A message that incites a measurable behavior.