– News is not about you, it’s what people need to know about you.

Businesses are fascinated by their stories in the same way people are detained by their own reflections.

Hours are spent adjusting finest details; subtle changes painstakingly assessed, tweaked, and reassessed before passing muster for final acceptance. But does anyone notice, or even care?

Getting your story listened to is less about you and mostly about what people need to know about you. It demands arresting context – connecting your story to stuff that matters. Read more…