(Marketing Strategy)

How to Tell Your Company Story (Like a Fox)

Ryan Chute
Ryan Chute
May 5, 2022
How to Tell Your Company Story (Like a Fox)

Humans are filled with stories. We have the story that makes up who we are, the stories of our ancestors, the stories we consume in movies, books, and television, and the stories we gossip to our friends. Storytelling is natural to us, it's how we communicate and express ourselves. So, it's no wonder why we use storytelling in our marketing — it simply works. As a business owner, your story begins with your company story. It's how you engage your target audience and build a connection with them. It's what sets you apart from your competitors and establishes trust and authority in your industry. A company’s story is a key part of its brand image. It helps customers and clients understand who you are, what you do, and why you do it. Your brand story should be at the heart of all your marketing communications, from your website and social media to your sales collateral. When done well, your company story should be consumed like a cherished novel. It should be a compelling narrative that makes people eagerly turn the page for more. However, unlike a novel, your story isn't fiction. It's the authentic, captivating tale of how your company came to be. Now, it's relatively easy to tell a company story, but what most brands struggle with is getting it to emotionally resonate with their audience. After all, your story is just one of many that people will encounter. So, to effectively build a tribe of emotionally invested customers who will become your biggest advocates, keep reading. We’ll cover just how to do that and more.

The Hedgehog and the Fox

We all know of the story of the tortoise and the hare, but have you heard about the hedgehog and the fox? It traces all the way back to 650 B. C. when Archilochus, a Greek poet wrote, "The fox knows many things, but the hedgehog knows one big thing." Throughout history, scholars and philosophers alike have quoted and expanded on this intriguing concept. Then in 2017, psychologist Philip Tetlock conducted a study that compared the one-big-thing "hedgehog" experts with the many-little-things "fox" non-experts as a way to accurately predict geopolitical events. Which do you think performed better? The hedgehog or the fox? The fox outperformed the hedgehog by an overwhelming margin, and it is also a perfect example of how you can tell your company story in a way that truly resonates with your customers.

Why “many little things” story of your company outperforms “one big thing” thinking”

Why the “Many Little Things” Story of Your Company Outperforms “One Big Thing” Thinking

So what does a hedgehog and a fox have to do with the story of your company? Well, many American businesspeople tend to believe that success is built on a single big idea or "one big thing." However, that isn't the case. Knowing "many little things" like the fox actually makes for a more compelling company story. It's a fascinating tale of hopes and dreams, failures and successes, and realizations and refinements. Customers don't want to know the big thing... they want to know all the little things that make up who you are as a brand. Take Facebook, for example. Their company story starts from humble beginnings, with just a few students in a college dorm room. But it quickly snowballed into something much bigger. What was once a way to stay connected with friends and family has now become a global phenomenon used by over two billion people around the world. Their story had ups and downs, but ultimately, it's one that has inspired people everywhere. So much so, that it became a major motion picture. Your company story is what will make you unique. It's what will set you apart from your competition. And it's what will endear you to your customers. Don't be afraid to tell your story, the good and the bad. All your customers are seeking is truth, and truth is what you shall give them. Want more words of wisdom on how to craft a winning company story? At Wizard of Ads®, we have decades of experience helping businesses large and small hone their authentic story. Book a call with us today to learn more!

8 Fundamental Steps for a Winning Company Story

Now that you have a deeper understanding of what truly resonates with your audience, let's get into the fundamental steps you need to take to create a brand story that will win over even your toughest critic.

Determine what makes your organization unique

Determine Your Target Audiences and What Motivates Them

Your company story should be designed to appeal to your target audience, and understanding what they want and need will be the first foundational element in creating a story that resonates with them. So how do we uncover what your audience desires? You can start by building your buyer personas. Buyer personas are semi-fictional representations of your ideal customer, based on market research and real data about your existing customers. When you know who you’re talking to, you can craft an authentic company story that will also speak directly to their needs. You should consider:

  • What are their demographics? (Age, gender, location, job title, etc.)
  • What motivates them? (What drives their decision-making?)
  • What challenges do they face?
  • What do they need from you?

Answering these questions will give you a well-rounded view of the people you’re targeting, and help you focus your company story on what will resonate most with them.

Determine What Makes Your Organization Unique

To craft a compelling company story, you need to next understand what makes your organization unique. What sets your company apart from others in your industry? What are your core values and beliefs? What do your customers love about doing business with you?For example, if you’re a family-owned company, that’s only part of your story. If you’re the only company in your industry that offers a certain product or service, that’s part of your story, too. When you can effectively showcase why your customers should choose your company over the others, you have the foundation for a company story that will both engage and persuade your audience.

Create the Story

Now that you know what your target audience wants and can identify what sets you apart from your competitors, it's time to craft your enthralling story. Your company story should be much more than a recitation of facts. It should be engaging, inspiring, and authentic. After all, your company story is the heart and soul of your brand. Think of how every story is told. They have a beginning, middle, and end; they have the main character that faces conflict, and a plot with rising and falling action. Your company story should follow the same structure. It should have a beginning - how your company was started. It should have a middle - how your company has grown and changed over time. And it should have an end - where your company is going in the future. When you're crafting your company story, be sure to keep the following in mind:

  • Who are the main characters in your company story?
  • What are their motivations?
  • What challenges do they face?
  • How do they overcome these challenges?

Answering these questions will help you develop a well-rounded company story that resonates with your target audience. From there, you can start creating content that brings your story to life. And don't forget, company stories are always evolving, so make sure to keep yours up-to-date!

Ask for a Second Opinion of the Story

A well-crafted company story can make all the difference in whether or not a customer chooses to do business with you. That's why it's so important to get a second opinion on your company story before you share it with the world. Reach out to both internal and external experts to get feedback on your company story. Be sure to consider their input when making changes to ensure that your final product is the best it can be. After all, an expert eye can help you fine-tune your story and make sure it is telling the right message to your target audience. Ask them questions such as:

  • What did you like best about the story?
  • What could be improved?
  • Did the story make you want to learn more about the company?
  • What feeling did the story leave you with?

With this valuable feedback, you can make necessary changes to your company story so that it has the maximum impact on your audience.

Add graphic representation of your story

Add Graphic Representation of Your Story

Once you got the necessary feedback to refine your story, you'll want to add a visual element using [graphics]( increasing sales.-,A company's story is a narrative about what it does,to influence and appeal to). A company story is not complete without a strong visual. This could be your company logo, or it could be an image or video that tells the story of your company. As long as it accurately represents your company, it will help communicate who you are more effectively. Your company story should be clear, concise, and easy to follow. A graphic representation will help to solidify the message you're trying to communicate. When brainstorming ideas, think about what would be most impactful. A company story is meant to grab attention and leave a lasting impression, so make sure your graphics are up to the task.

Storytelling Time

So, you've got your story and your graphics, now it's time to put it all together and sit your audience down for storytime. At this stage, your company story is live where anyone can view it. Whether that be on your website, on TV, on social media, or a billboard, it's time to start promoting your company story and getting people engaged with it. There are a few ways you can do this; one way is by including excerpts of your company story on marketing materials such as brochures or website banners. You can also host events where you share your company story live, or even create video content that showcases different parts of your company story. Whichever way you choose to promote your company story, remember that it's an important part of building a strong and successful company. It's a great way to connect with your audience, build trust, and foster loyalty. So make sure you take the time to craft a well-told tale and market it with mastery.

Monitor and Track Results

Your story is out there, now it's time to monitor and track the results. Without the proper tracking methods, you won't know what's working and what isn't. You'll be left in the dark, stumbling around aimlessly without the next steps. You can track your results by looking at your website analytics, social media metrics, and sales numbers. By understanding these key performance indicators, you'll be able to gauge what's working and where you need to make changes. Remember, you should always change your company story as it evolves over time. As your company grows, so should your story. Keep track of your results and use them to adapt your company story accordingly. Only by doing this can you ensure that your company story is always relevant and engaging.


Company stories are about heart. About who you are and the good things you are doing to help those around you. It's about the hurdles you’ve overcome, the growing pains you endured, and the victories you've accomplished. Remember that story of the hedgehog and the fox. Remember that what the audience truly gravitates toward is authenticity… and all the flaws that may come with it. So, what's your company story? It might be hard to boil down all of the good you've done into a neat and tidy narrative, but it's worth it. When you can follow these eight steps we've provided, you'll be set up to build a company story that wins the hearts (and wallets) of many. It isn't an easy journey, just as getting to where you are now wasn’t, which is why we're here to help. At Wizard of Ads®, we create and implement marketing strategies that build brilliant brand stories for a variety of businesses, big and small, within a diverse range of industries. Book a call with us today for impactful brand story ideas, seamless marketing and advertising strategies, and more!

(Brand Story)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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