How did you select this vendor?
I met CEO Ken Fischer at a group for CEOs, and he convinced me to let his branding specialist have a try at improving our brand message.
Describe the scope of their work in detail.
It's the old joke about lending a consultant your watch so that they can tell you the time. What the joke doesn't allow for is that sometimes you do a poor job at reading your own watch, especially when your detailed knowledge of every cog and sprocket in that watch gets in the way of a clear message to an outsider.
Team Results is a group of performers and creatives, so getting someone else to do our phrasing and writing for us was a new experience. What we wanted was a way to explain our services, which are all to do with teamwork and leadership. But there is no field more cliched, more overpopulated with people who have never led anything, less well-regarded or more full of BS. The challenge was to cut through that terrible reputation with a message of real difference, against a background of everybody claiming to be special while in fact being depressingly similar.
Much of the initial benefit with Atigro came from a deeper understanding of why the problem is hard. In essence we needed to verbalize something that can't be put into words, whilst claiming difference in an overwhelming environment of sameness and positioning ourselves as honest brokers in a field synonymous with bullshit. It's quite a circus act, easy enough with people who already know us - and therefore don't need Atigro to explain why Team Results is special - and close to impossible with people who don't. Basically what we needed was the Gettysburg Address. Easy, right?
What was the team composition?
Atigro's Deb Lavoy took this on, talking not only to our whole small team but also to two client focus groups, all with their own views on why they repeatedly hire Team Results. Fusing these often diverse views into a common narrative that would make outsiders interested enough to get in touch was the goal.