Situation: For a mid-state tech media company, broadening its product features had confused its clients, who were unable to recast the new product beyond the limitations of the old product.
Approach: Development of a workshop program that involved key stakeholders. This program not only educated about the key advantage of the new product, but also actively reimagined/readjusted current communication materials into formats that took advantage of the new product.
Result: Wide adaptation of the program, which led to hundreds of workshops run across the globe. Key brands came to view the product a key enabler of their marketing activities.